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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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Marketing strategy as a creative sense-making Tomaž Kolar University of Ljubljana, Slovenia Zenel Batagelj VALICON, Ljubljana, Slovenia
Strategy as decision making Strategy as decision-making ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Mission Corporate objectives
Theoretical challenges ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Practical challenges in (new) business context ,[object Object],[object Object],[object Object]
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 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Mission Corporate objectives
Metaphors as a research tool ,[object Object],Concepts Ideas Principles Values Emotions Experiences Symbolism Archetypes Concepts Ideas Principles Values Emotions Experiences Symbolism Archetypes
Metaphors as a tool for strategic creativity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Metaphors as sense-making tool
Metaphors as strategic marketing tool ,[object Object]
First association on marketing is what marketing visibly does ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
First association on marketing is what marketing visibly does
BAD NEWS FOR THIS PAPER... ,[object Object]
Relevant marketing metaphors ,[object Object],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
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
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! ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],but first - take a really short survey at: http://sense.valicon.net

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