Incumbent vs. newcomer different strategies for the current disruptive changes
Incumbent vs. newcomer different strategies for the current disruptive changes
Author(s): Pavol MinárSubject(s): Economy, Economic history, Social development, Economic development
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: 3rd industrial revolution; 4th industrial revolution; Artificial intelligence sharing economy; Brand strategies; Disruption; Energy market; Internet of things; Paradigmatic change; Second machine age;
Summary/Abstract: The paradigmatic and disruptive changes brought about by the 4th industrial revolution and technological innovations are changing the nature of the entire economy and culture. The question is not which economic sector and which brands are affected by these changes, but whether these changes are indepth, disruptive and game-changing across the whole economy and culture. Brands should react to these changes. This paper is about the changes brought about by the 4th industrial revolution and focuses on potential strategies which might be used by different types of brands: incumbent and newcomer.
Journal: Marketing Identity
- Issue Year: 5/2017
- Issue No: 1/2
- Page Range: 358-373
- Page Count: 16
- Language: English