Developing Marketing and Advertising Strategies Through Disruption Philosophy

Abstract

Disruption is about finding the strategic idea, which breaks and overturns a convention in the marketplace, and then makes it possible to reach a new vision or to give new substance to an existing vision. A business strategy revolves around three basic constructs, namely, vision, core values and a business typology. When an organization must drastically change two of the three basic constructs in order to survive, it has been strategically disrupted. These basic constructs represent how the upper management of a business envision the future, how they are guided by their core values to benefit from that vision, and how they would organize the business to maintain these benefits. When the magnitude of change that causes strategic disruption is significant, it is literally a make or break experience for that business or organization. A proactive strategy can help a company to overcome significant disruption. Therefore, this paper explores how disruption philosophy affects strategic marketing and advertising decision-making process.

Keywords: Marketing Strategy, Advertising, Business Strategy, Disruption Philosophy, Branding

DOI: 10.7176/JMCR/54-05

Publication date:March 31^st 2019