Zenel Batagelj, Tomaž Kolar Marketing Strategy As A Creative Sense Making

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Zenel Batagelj, Tomaž Kolar Marketing Strategy As A Creative Sense Making

  1. 1. Marketing strategy as a creative sense-making: Using metaphors as a strategic tool Tomaž Kolar [email_address] University of Ljubljana , Slovenia Zenel Batagelj [email_address] VALICON 9th International Forum on The Sciences, Techniques and Art Applied to Marketing Madrid, November 29th 2007
  2. 2. Background and friends… <ul><li>“ Positive contamination” of marketing with recent developments in military field? </li></ul><ul><li>Strategy as output of formal, “inside-the-box” decision-making and configuration of 4P’s? </li></ul><ul><li>Where creative strategy comes from? </li></ul><ul><li>Tools for strategic creativity? </li></ul>
  3. 3. Challenges to traditional view <ul><li>“ S tructural rigidity&quot; leads to lack of dynamism, creativity, and innovation (Dennis and Macaulay, 2003) </li></ul><ul><li>A utonomous personal judgment as enable r of creative strategic decisions (esp. in conditions of increased insecurity and incomplete information , Brownlie, 1998 ) </li></ul><ul><li>Need for a more integral perspective and openness to different mode (l) s of strategic thinking ( Fodness , 2005 ) </li></ul><ul><li>Reconceptualization of the marketing strategy; </li></ul><ul><ul><li>Set of disorered processes, improvisation ( Frankwick et. al., 1994 , Moorman and Miner, 1998 ), </li></ul></ul><ul><ul><li>Imagination, creativity and judgement ( Brownlie, 1998 , Andrews and Smith (1996 ) </li></ul></ul><ul><ul><li>Intuition ( Kilroy and McKinley, 1997; Enright, 2001 ) </li></ul></ul>
  4. 4. New business context <ul><li>Globally : Globalization, homogenization </li></ul><ul><li>Locally : Retail consolidation and private labels </li></ul><ul><li>Internally : Marketing as investment and domain of financial guys </li></ul>
  5. 5. Strategy as sense-making vs. decision making Business and organizational context Assumptions Thought worlds Intuition Pre-rational Symbolic Strategy as sense-making Creativity Reflexivity Judgement Insight Imagination Strategy as decision-making <ul><li>Strategy/plan: </li></ul><ul><ul><li>segments </li></ul></ul><ul><ul><li>positioning </li></ul></ul><ul><ul><li>4P’s </li></ul></ul><ul><li>Analysis: </li></ul><ul><ul><li>markets </li></ul></ul><ul><ul><li>SWOT </li></ul></ul>Mission Corporate objectives
  6. 6. Strategy as (collective) sense-making <ul><li>“Strategy is, at its most powerful, a process for generating and encapsulating significant meanings about the nature , direction and purpose of the organization, which enables members to make intelligible their organizational worlds and explain to others that what they are doing makes (collective) sense .” </li></ul><ul><li>(Green, 1988) </li></ul>
  7. 7. Metaphors as linguistic, conceptual and strategic sense-making tool <ul><li>“ Time is money ” </li></ul><ul><li>Metaphors as a form of figurative speech </li></ul><ul><li>Metaphors give meaning to innovative or non-common concepts </li></ul><ul><li>Metaphors are lenses which structure our world-view ! </li></ul><ul><li>Metaphors enable intuitive understanding, imagination, creativity, articulation </li></ul><ul><li>Metaphors foster shared understanding </li></ul><ul><ul><li>without analysis </li></ul></ul><ul><ul><li>across functional borders </li></ul></ul><ul><ul><li>challenge assumptions </li></ul></ul><ul><ul><li>demonstrate now vs. future gap and need for change </li></ul></ul>
  8. 8. Metaphors as strategic marketing tool <ul><li>How can we use metaphors to reposition marketing itself within organizations and marketing in general? </li></ul>
  9. 9. What is marketing? <ul><li>Marketing is war </li></ul>Marketing is organism Marketing is jazz Marketing is science Marketing is casino Marketing is marriage Marketing is art Marketing is cooking Marketing is fog Marketing is magic Marketing is jungle Marketing is religion Marketing is game Marketing is machine Marketing is manipulation
  10. 10. What is marketing? <ul><li>Marketing is war </li></ul>Marketing is organism Marketing is jazz Marketing is science Marketing is marriage Marketing is art Marketing is cooking Marketing is religion Marketing is game Marketing is fog Marketing is machine Marketing is magic Marketing is jungle Marketing is casino Marketing is manipulation
  11. 11. What is marketing? <ul><li>Marketing is war </li></ul>Marketing is organism Marketing is jazz Marketing is science Marketing is casino Marketing is marriage Marketing is art Marketing is cooking Marketing is fog Marketing is magic Marketing is jungle Marketing is religion Marketing is game Marketing is machine Marketing is manipulation
  12. 12. War traditionally
  13. 13. War NOW
  14. 14. “ MARKETING IS (POST)MODERN WAR” <ul><li>Soldiers/weapons - geometry - will power </li></ul><ul><li>From raw force/total destruction to conflict avoidance and virtual war </li></ul><ul><li>War as a reality-show </li></ul><ul><li>Two dominant views of the future of wars : </li></ul><ul><li>Technological and informational superiority (RMA) </li></ul><ul><li>Low intensitity conflict (LIC) – “Swarming” </li></ul>
  15. 15. Postmodern warfare analogies <ul><li>conflict avoidance </li></ul><ul><li>vs. price-wars avoidance in marketing </li></ul><ul><li>examples: ZARA, H&M </li></ul><ul><li>ICT superiority vs. ICT superiority in marketing </li></ul><ul><li>example: mobile CRM campaigns </li></ul>
  16. 16. Postmodern warfare analogies we are maybe not aware <ul><li>Maximum attention and visibility or stealth (invisible) marketing? </li></ul><ul><li>Frequency or amplitude of “hits” in the target segment? </li></ul>
  17. 17. Postmodern warfare analogies marketing should focus-on more <ul><li>Network-centric Blurring boundaries of the market battlefield; Consumers as citizens and tribe members? </li></ul><ul><li>Examples: </li></ul><ul><ul><li>Web 2.0 – user-generated content </li></ul></ul><ul><ul><li>Network marketing – Zepter, Avon, Oriflame </li></ul></ul>
  18. 18. Marketing intelligence is the least exploited marketing competence <ul><li>War of sensory systems radar, sonar, CIA, Pentagon, KGB... ...everything from command room in real-time </li></ul><ul><li>Examples: </li></ul><ul><ul><li>CI - competitive inteligence </li></ul></ul><ul><ul><li>neuroscience </li></ul></ul><ul><ul><li>etnographic research </li></ul></ul><ul><ul><li>sensoric experience </li></ul></ul><ul><ul><li>videography... </li></ul></ul>
  19. 19. Conclusion <ul><li>Look outside marketing domain </li></ul><ul><li>Use relevant and “rich” metaphors </li></ul><ul><li>Start with metaphor, proceed with analogy </li></ul><ul><li>Challenge basic marketing assumptions </li></ul><ul><li>Explore conflicts and paradoxes </li></ul><ul><li>Sense-making is interpretive process </li></ul>
  20. 20. Invitation to sense-making <ul><li>Preliminary research on marketing positioning: </li></ul><ul><li>Marketing strategy is... map, journey, puzzle, …lion, elephant, fox, chameleon,…? </li></ul><ul><li>Make your own marketing metaphor! Marketing is:……………....? </li></ul><ul><li>Take a short survey at: http ://sense.valicon.net </li></ul>

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