Marketing in the Context of Organisational Market Resilience
Evaluating contemporary business changes against the backdrop of the concept of turbulent business environment presented by Ansoff in the ’70s allows us to identify a new way of interpreting Ansoff’s description of turbulence as the key characteristic of the business environment. The new business la...
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| Format: | Article |
| Language: | English |
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Sciendo
2023-03-01
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| Series: | Marketing of Scientific and Research Organizations |
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| Online Access: | https://doi.org/10.2478/minib-2023-0002 |
| _version_ | 1797832448496631808 |
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| author | Kozielski Robert |
| author_facet | Kozielski Robert |
| author_sort | Kozielski Robert |
| collection | DOAJ |
| description | Evaluating contemporary business changes against the backdrop of the concept of turbulent business environment presented by Ansoff in the ’70s allows us to identify a new way of interpreting Ansoff’s description of turbulence as the key characteristic of the business environment. The new business landscape, described by VUCA (volatility, uncertainty, complexity and ambiguity, BANI (brittle, anxious, nonlinear, incomprehensible) or RUPT (rapid, unpredictable, paradoxical, tangled) acronyms, is complex, illegible and intensified by COVID-19 and the war in Ukraine. It results in shortening the life-cycle of the organisation as well as the importance needing to be attributed to an organisation’s predisposition towards remaining resilient in the face of turbulence. The paper is based on primary research and aims to identify the role of marketing in contemporary business environment and future development in the context of the idea of resilient organisations. The identified business challenges are addressed using the described marketing functions - ‘customer advocacy’, ‘business owner’ and ‘professional manager’. |
| first_indexed | 2024-04-09T14:09:09Z |
| format | Article |
| id | doaj.art-c01cad5afa47440da69eba2ffe68eecc |
| institution | Directory Open Access Journal |
| issn | 2353-8414 |
| language | English |
| last_indexed | 2024-04-09T14:09:09Z |
| publishDate | 2023-03-01 |
| publisher | Sciendo |
| record_format | Article |
| series | Marketing of Scientific and Research Organizations |
| spelling | doaj.art-c01cad5afa47440da69eba2ffe68eecc2023-05-06T15:58:54ZengSciendoMarketing of Scientific and Research Organizations2353-84142023-03-01471173010.2478/minib-2023-0002Marketing in the Context of Organisational Market ResilienceKozielski Robert0Department of Strategy and Value Based Management, Faculty of Management, University of Lodz, Matejki Street 22/26, 90-237Lodz, PolandEvaluating contemporary business changes against the backdrop of the concept of turbulent business environment presented by Ansoff in the ’70s allows us to identify a new way of interpreting Ansoff’s description of turbulence as the key characteristic of the business environment. The new business landscape, described by VUCA (volatility, uncertainty, complexity and ambiguity, BANI (brittle, anxious, nonlinear, incomprehensible) or RUPT (rapid, unpredictable, paradoxical, tangled) acronyms, is complex, illegible and intensified by COVID-19 and the war in Ukraine. It results in shortening the life-cycle of the organisation as well as the importance needing to be attributed to an organisation’s predisposition towards remaining resilient in the face of turbulence. The paper is based on primary research and aims to identify the role of marketing in contemporary business environment and future development in the context of the idea of resilient organisations. The identified business challenges are addressed using the described marketing functions - ‘customer advocacy’, ‘business owner’ and ‘professional manager’.https://doi.org/10.2478/minib-2023-0002market resilience of the organisationmarketing strategycompetitive advantageodporność rynkowa organizacjistrategia marketingowaprzewaga konkurencyjnam31 |
| spellingShingle | Kozielski Robert Marketing in the Context of Organisational Market Resilience Marketing of Scientific and Research Organizations market resilience of the organisation marketing strategy competitive advantage odporność rynkowa organizacji strategia marketingowa przewaga konkurencyjna m31 |
| title | Marketing in the Context of Organisational Market Resilience |
| title_full | Marketing in the Context of Organisational Market Resilience |
| title_fullStr | Marketing in the Context of Organisational Market Resilience |
| title_full_unstemmed | Marketing in the Context of Organisational Market Resilience |
| title_short | Marketing in the Context of Organisational Market Resilience |
| title_sort | marketing in the context of organisational market resilience |
| topic | market resilience of the organisation marketing strategy competitive advantage odporność rynkowa organizacji strategia marketingowa przewaga konkurencyjna m31 |
| url | https://doi.org/10.2478/minib-2023-0002 |
| work_keys_str_mv | AT kozielskirobert marketinginthecontextoforganisationalmarketresilience |