“3G” Business Model for Marketing 4.0: Implications for Circular Economy
Journal Title: Journal of Emerging Trends in Marketing and Management - Year 2017, Vol 0, Issue 1
Abstract
During the last decades the world is in a permanent flux due to the rapid development of ICT. Marketing practice is changing with the same pace while marketing academia is still lagging behind. Digital technologies are being integrated with marketing activities continuously or disruptively to reach Marketing 4.0, a new generation of marketing approaches, methods, tools, and practices (Jara et al., 2012). In this paper, the author argues that technologies will transform marketing organization and reshape market space, and companies should acknowledge that they have to transform their business models to ensure a sustainable market leadership position. During the last few years digitization and sustainability are closely related with the principles of circular economy. It is considered that digitization is changing business models by removing cost and waste and by stepping up the company’s development. The aim of this paper is to explore how organizations can transformed successfully their business models to fit to the requirements both of digitization and circular economy. Following the literature review a conceptual model of “3G” business model is proposed. It integrates contemporary marketing practice and digital transformation of value creation. Comparative research on the attitudes toward circular economy and its benefits in six European countries is accomplished. Based on the results from the study several implications for the implementation of “3G” business model according to principles of circular economy are drawn.
Authors and Affiliations
Bistra Vassileva, Yordan Ivanov
Keywords
Related Articles
- EP ID EP265683
- DOI -
- Views 167
- Downloads 0
Modern Retailers: How Intense, Engaging and Differentiating Is Their Communication on Facebook?
At present, marketing debate focuses mostly on the tremendous potential provided by social media for brand communication. Facebook is the buzzwords of the moment. The goal of the research presented in this paper was to s...
Assessment of Communication Effects: Cultural Events in Varna, Bulgaria
In recent years, interest in the creative industries has grown globally in the context of current trends in consumer behavior. The public interest in creative activities in Bulgaria has also grown, as evidenced by the de...
Why Do Customers Use Smartphones for Shopping in Omnichannel Environments? A Conceptual Extension of a Special Relationship Between Customers and Devices
The proliferation of smartphones, tablet computers and mobile internet is influencing the evolution of customer behaviour. Retail and industry are increasingly catering for customers who use more and more technologies wi...
Promoting Excellence in Customer Management: Emerging Trends in Business
The importance of customer management as an area for research inspired the formation of the Henley Centre for Customer Management in 2006. The Centre is a unique collaboration between business and academia, which aims t...
Crowdsourcing: Looking for a Pattern
Crowdsourcing is emerging increasingly as a pattern for acquiring resources, mainly creativity, from the crowd. The use of new technologies has changed the way people work, and effected the design and innovation processe...