Marketing Strategies of the Company Development within the Transition to a Digital Economy

Abstract

Purpose The purpose of the article is to present a strategic marketing approach to crafting marketing strategies of the company development (MSCD) in an emerging digital environment. Methodology Based on the sources of academic research on the information revolution, the author highlights a set of strategic rules for the MSCD using the adapted Rogers’s model of the digital transformation; investigates the possibility of overcoming previously identified the methodological contradictions of strategic marketing in relation to the requirements of the digital market; and clarifies the terminology in the field of business digitalization (BD) taking into account differencies of the two market-oriented behavioral models and the typology of value creation system (VCS). Findings From the standpoint of modern strategic marketing and in view of earlier author’s research findings: 1. A change in the CEO's point of view from the positioning the company in the industry to the developing VCS as a starting point for initializing the process of BD is proposed. 2. The boundaries of the strategic continuum of BD are set. 3. The model of the digital MSCD is proposed, considered in view of the scale of BD and differences in VCS. Conclusions The digital economy enhances the role and importance of an organizational strategy. The information revolution is waiting for new systemic and cultural challenges for the BD. MSCD have become the object of modelling the market-oriented behavior of customer ecosystem actors and a tool for configuration and recombination of value flows in “constellations” at the macro, meso, and micro levels of the digital economy.KeywordsMarketing strategy of the company development (MSCD)Strategic marketingNetwork VCSValue creation system (VCS)Chain VCSBusiness digitalization (BD)Jel CodesD460L220M310