Value-oriented marketing strategies
Marketing strategija orijentisana na vrednost
Abstract
The complexity of business environment imposes the need for continuous change and reexamination of business marketing strategies of enterprises. Theory and practice of strategic management and marketing show that the activities of marketing, which are closely connected to corporate strategy, are the key drivers of growth. There is a positive correlation between competition intensity, marketing strategy and business performance of companies. Even though, managers of many companies don’t see a clear connection between marketing strategy and business performance, numerous empirical research show that the companies which possess and effi ciently use marketing resources and capabilities are more successful. In knowledge-based economics, the development of value orient ed marketing strategies for all participants in the chain is a supposition of the survival, growth and development of companies. Competitive advantage is the essence of any strategy. Acquisition and maintenance of competitive advantage is more successful if the potentials for value creation are used effi ciently. The paper examines the critical factors that infl uence alignment and transformation of marketing strategies in accordance with changes in value estimation. Superior value, is created in different network classes. Theory and practice researches create a reliable basis for the development of new concepts, marketing strategy business models that will contribute to competitive advantage of enterprises and the economy.
Apstrakt
Okruženje u kome posluju savremena preduzeća je bitno izmenjeno i karakterišu ga hipekonkurencija, diskontinuitet, promene u tražnji i ponašanju potrošaća, promene u tehnologiji i regulativi. Poslednjih godina izraženo je delovanje brojnih faktora koji uslovljavaju potrebu redefi nisanja poslovanja i marketing koncepata. Bez obzira na kompleksnost i neizvesnost koje sa sobom nosi bilo koje okruženje sposobnost kompanije da se prilagodi postojećim uslovima na tržištu, ili pak da kreira nova tržišta, u velikoj meri zavisi od marketing kompetencija. Rizik pogrešnog izbora marketing strategija je manji ukoliko strategijskom odlučivanju prethodi racionalna analiza internog i eksternog okruženja, odnosno kada je marketing strategija kompanije usklađena sa promenama u okruženju. Stvaranje odgovarajuće infrastrukture za procesuiranje informacija je pretpostavka racionalnog reagovanja (Dishman, Calof, 2008). Sposobnost da se razvijaju adekvatni organizacioni mehanizmi za prikupljanje, obradu, analizu i efektivno i efi kasno korišćenje informacija je preduslov za efektivno upravljanje brzim i intenzivnim promenama na tržištu.
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