Marketing strategy as a creative sense-making Tomaž Kolar University of Ljubljana, Slovenia Zenel Batagelj VALICON, Ljublj...
Strategy as decision making  Strategy as decision-making <ul><li>Strategy/plan: </li></ul><ul><ul><li>segments </li></ul><...
Theoretical challenges <ul><li>“ Structural rigidity &quot; leads to lack of dynamism, creativity, and innovation (Dennis ...
Practical challenges in  (new) business context <ul><li>Global : Globalization, homogenization </li></ul><ul><li>Local : R...
Strategy as sense-making Business and organizational context Assumptions Thought worlds Intuition Pre-rational Symbolic St...
Metaphors as a research tool  <ul><li>BRAND   IS PERSON </li></ul>Concepts Ideas Principles Values Emotions Experiences Sy...
Metaphors as a tool for  strategic creativity <ul><li>Metaphors foster  shared understanding… </li></ul><ul><ul><li>withou...
Metaphors as sense-making tool
Metaphors as strategic marketing tool <ul><li>Can we use metaphors for better understanding of how marketing is perceived?...
First association on marketing  is what marketing visibly does <ul><li>Survey details: </li></ul><ul><li>- (really short) ...
First association on marketing  is what marketing visibly does
BAD NEWS FOR THIS PAPER... <ul><li>...THERE  IS  ALMOST  NO  METAPHORS... </li></ul>
Relevant marketing metaphors <ul><li>Marketing is war </li></ul>Marketing is organism Marketing is jazz Marketing is scien...
Learning from gaps * MARKETING RESEARCHERS  MKT. PERCEPTION MARKETING MANAGERS  MKT. PERCEPTION PERCEPTION ON HOW  BOARDS ...
Scientific manipulation vs. improvised arty strategic business
Where to go? Aligned with boards perception in...
...while new “ingredients” should  be added and some eliminated...
War - Is it a metaphor MR  has in common with boards?
How metaphors work?
Conclusion: Mind your metaphors! <ul><li>Look outside marketing domain </li></ul><ul><li>Use relevant and “rich” metaphors...
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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

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  • Zenel Batagelj, Tomaž Kolar: Marketing strategy as a creative sense-making

    1. 1. Marketing strategy as a creative sense-making Tomaž Kolar University of Ljubljana, Slovenia Zenel Batagelj VALICON, Ljubljana, Slovenia
    2. 2. Strategy as decision making 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
    3. 3. Theoretical challenges <ul><li>“ Structural rigidity &quot; leads to lack of dynamism, creativity, and innovation (Dennis and Macaulay, 2003) </li></ul><ul><li>Autonomous personal judgment as enabler 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>Re-conceptualization of the marketing strategy ; </li></ul><ul><ul><li>Set of disordered processes, improvisation (Frankwick et. al., 1994, Moorman and Miner, 1998), </li></ul></ul><ul><ul><li>Imagination, creativity and judgment (Brownlie, 1998, Andrews and Smith (1996 ) </li></ul></ul><ul><ul><li>Intuition (Kilroy and McKinley, 1997; Enright, 2001) </li></ul></ul>
    4. 4. Practical challenges in (new) business context <ul><li>Global : Globalization, homogenization </li></ul><ul><li>Local : Retail consolidation and private labels </li></ul><ul><li>Internal : Marketing as investment and domain of financial department </li></ul>
    5. 5. Strategy as sense-making Business and organizational context Assumptions Thought worlds Intuition Pre-rational Symbolic Strategy as sense-making Creativity Reflexivity Judgment 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. Metaphors as a research tool <ul><li>BRAND IS PERSON </li></ul>Concepts Ideas Principles Values Emotions Experiences Symbolism Archetypes Concepts Ideas Principles Values Emotions Experiences Symbolism Archetypes
    7. 7. Metaphors as a tool for strategic creativity <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><ul><li>... and... </li></ul><ul><ul><li>Motivate, consolidate, focus </li></ul></ul><ul><ul><li>Improve communication (esp. at sensitive issues) </li></ul></ul><ul><ul><li>Translate implicit knowledge into explicit </li></ul></ul><ul><ul><li>Foster creativity (new concepts can only be visualized and understood metaphorically!) </li></ul></ul>
    8. 8. Metaphors as sense-making tool
    9. 9. Metaphors as strategic marketing tool <ul><li>Can we use metaphors for better understanding of how marketing is perceived? </li></ul>
    10. 10. First association on marketing is what marketing visibly does <ul><li>Survey details: </li></ul><ul><li>- (really short) web survey </li></ul><ul><li>240 respondents </li></ul><ul><li>conducted from November 2007 till yesterday </li></ul><ul><li>1/3 managerial marketing positions, 1/4 operational marketing positions, 20% marketing research 20% academics </li></ul><ul><li>50% Slovenia, 50% rest of the world </li></ul><ul><li>Gender structure: 50%:50% </li></ul>
    11. 11. First association on marketing is what marketing visibly does
    12. 12. BAD NEWS FOR THIS PAPER... <ul><li>...THERE IS ALMOST NO METAPHORS... </li></ul>
    13. 13. Relevant marketing metaphors <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
    14. 14. Learning from gaps * MARKETING RESEARCHERS MKT. PERCEPTION MARKETING MANAGERS MKT. PERCEPTION PERCEPTION ON HOW BOARDS PERCIEVE MKT. WHERE SHOULD MKT. REPOSITION ITSELF * there is more relevant gaps that can be analyzed
    15. 15. Scientific manipulation vs. improvised arty strategic business
    16. 16. Where to go? Aligned with boards perception in...
    17. 17. ...while new “ingredients” should be added and some eliminated...
    18. 18. War - Is it a metaphor MR has in common with boards?
    19. 19. How metaphors work?
    20. 20. Conclusion: Mind your metaphors! <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>but first - take a really short survey at: http://sense.valicon.net

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