Marketing in the context of organisational market resilience

• Authors: Robert Kozielski

Abstracts

EN

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 lifecycle 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'.

Keywords

EN

Market resilience of the organisation; marketing strategy; competitive advantage

• Publisher: Sieć Badawcza Łukasiewicz - Instytut Lotnictwa
• Journal: Marketing Instytucji Naukowych i Badawczych
• Year: 2023
• Volume: 47
• Issue: 1
• Pages: 17-30

Dates

published

2023

Contributors

author

Robert Kozielski

• Department of Strategy and Value Based Management, Faculty of Management, University of Lodz, Matejki Street 22/26, 90-237 Lodz, Poland

• https://orcid.org/0000000202001504

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Identifiers

DOI

10.2478/minib-2023-0002

Biblioteka Nauki

11541827