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Marketing in the Context of Organisational Market Resilience

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  • Kozielski Robert

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

Abstract

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’.

Suggested Citation

  • Kozielski Robert, 2023. "Marketing in the Context of Organisational Market Resilience," Marketing of Scientific and Research Organizations, Sciendo, vol. 47(1), pages 17-30, March.
    • Handle: RePEc:vrs:mosaro:v:47:y:2023:i:1:p:17-30:n:1
    DOI: 10.2478/minib-2023-0002
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    References listed on IDEAS

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    1. H. Igor Ansoff, 1979. "Strategic Management," Palgrave Macmillan Books, Palgrave Macmillan, number 978-1-349-02971-6.
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    More about this item

    Keywords

    Market resilience of the organisation; marketing strategy; competitive advantage; Odporność rynkowa organizacji; strategia marketingowa; przewaga konkurencyjna;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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