Sustainable competitive advantage in a disruptive world through disruptive business models
Bhandari, Birat (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202005128524
https://urn.fi/URN:NBN:fi:amk-202005128524
Tiivistelmä
The market is continuously changing at an increasing pace provoking businesses to make almost instantaneous marketing decisions. The source of competitive advantage is not as long-lasting as companies might have previously believed, which urges market leaders to continuously shape marketing strategies, plus even the concept of marketing itself is often misunderstood as well. Many firms tend to collapse not by closing production but by unprofitable marketing. Companies are facing unprecedented challenges to survive in the current economy which means even greater endeavors are required to compete.
The vulnerability in the market has created opportunities for start-ups to enter the market. Disruptive business models are being introduced that have challenged the norm. Market leaders are failing to adapt to ongoing trends. Companies that have continuously innovated have managed to retain competitive advantage however companies that have innovated well have suffered due to lack of communication
Apple, Amazon, and Microsoft have focused on building a brand ecosystem to help keep their customers loyal. Market leaders are facing challenges due to improvements in technology and excessive use of social media platforms.
Buyer’s behavior is changing rapidly due to the shift in the balance of power from a captive market towards a customer-oriented market, therefore companies are seeking solutions to keep customers satisfied through creative customer experience. Consumers are loyal to their last experience rather than the brand providing the experience therefore companies have to be consistent across the board with what they deliver. Marketers need to understand what factors drive the wants, needs, goals and beliefs in the current world. Creative customer campaigns have helped companies gain brand awareness and personalized experiences.
Non-innovative start-ups are challenging market leaders and achieving success in the market through market repositioning. The current volatile climate has created opportunities for start-ups to enter the market by imitating market leaders. Companies like OnePlus have successfully entered the market and seized a significant market share.
The objective of this research is to find the key success factors from study cases and how companies have obtained and retained a competitive advantage in today’s’ disruptive world. The key findings in this research should help companies to understand the market trends and find solutions to the problems.
The vulnerability in the market has created opportunities for start-ups to enter the market. Disruptive business models are being introduced that have challenged the norm. Market leaders are failing to adapt to ongoing trends. Companies that have continuously innovated have managed to retain competitive advantage however companies that have innovated well have suffered due to lack of communication
Apple, Amazon, and Microsoft have focused on building a brand ecosystem to help keep their customers loyal. Market leaders are facing challenges due to improvements in technology and excessive use of social media platforms.
Buyer’s behavior is changing rapidly due to the shift in the balance of power from a captive market towards a customer-oriented market, therefore companies are seeking solutions to keep customers satisfied through creative customer experience. Consumers are loyal to their last experience rather than the brand providing the experience therefore companies have to be consistent across the board with what they deliver. Marketers need to understand what factors drive the wants, needs, goals and beliefs in the current world. Creative customer campaigns have helped companies gain brand awareness and personalized experiences.
Non-innovative start-ups are challenging market leaders and achieving success in the market through market repositioning. The current volatile climate has created opportunities for start-ups to enter the market by imitating market leaders. Companies like OnePlus have successfully entered the market and seized a significant market share.
The objective of this research is to find the key success factors from study cases and how companies have obtained and retained a competitive advantage in today’s’ disruptive world. The key findings in this research should help companies to understand the market trends and find solutions to the problems.