Disruptive marketing strategy

Abstract

Disruptive marketing strategy is a process by which valuable marketing activities take root initially in applications within a department or function in an organization and then relentlessly move across a company’s internal departments/functions, eventually connecting with external companies to ensure that market-based value creation is delivered to the company’s primary stakeholders. Understanding market-based value creation in the field of marketing has centered, to a large degree, on market orientation studies via field-based, discovery-oriented research. In some ways, market orientation – while viewed as the implementation of the marketing concept – became a disruptive marketing strategy for many organizations. That is, marketing started to permeate all aspects of an organization, and even became a boundary-spanning phenomenon connecting multiple companies. The activities in marketing moved beyond their traditional home department and the marketing function became cross-departmental and even, in some cases, cross-company focused. Where do we go next? Disruptive marketing strategy will help the field and practice of marketing evolve.