Pomembne marketinške strategije za doseganje učinkovitosti podjetja
DOI:
https://doi.org/10.37886/ruo.2022.001Ključne besede:
marketinška strategija, poslovna politika, organizacijska kultura, organizacijska učinkovitost, agilna konkurenčna podjetjaPovzetek
Raziskovalno vprašanje (RV): Kakšen pomen ima strateška marketinška usmerjenost pri doseganju organizacijske učinkovitosti za agilna konkurenčna podjetja?
Namen: Namen tega prispevka je raziskati pomen marketinške strategije pri doseganju čim boljše učinkovitosti podjetja ter sistematizirati nekatere najpomembnejše koncepte marketinških strategij v referenčni znanstveni literaturi.
Metoda: Izvedena je bila kvalitativna raziskava, uporabljene so bile predhodno izvedene empirične raziskave. Temelji na odprti induktivni raziskovalni metodologiji, uporabljen je bil zgodovinski pregled. Sekundarni podatki so bili zbrani s pregledovanjem ustreznih znanstvenih baz podatkov, izvedeno je bilo kodiranje in kategoriziranje, ugotovitve so bile osnova za analizo, primerjavo in sintezo raziskovane domene, katere rezultat je sistematizacija konceptov, procesov in posameznih elementov marketinške strategije ter njenega vpliva na organizacijsko učinkovitost organizacije.
Rezultati: Marketinška strategija, ki izhaja iz organizacijske kulture in se uresničuje z izvajanjem poslovnih politik, ima v središču pozornosti potrošnika, za katerega je izdelek zasnovan s prilagajanjem marketinških elementov, je strateška marketinška usmeritev, ki jo izvaja vodstvena struktura podjetja. Dosledna in sistematična uporaba koncepta marketinške strategije pozitivno vpliva na organizacijsko učinkovitost, kar ima za posledico ustvarjanje agilnih in konkurenčnih podjetij. Rezultati organizacijske učinkovitosti se kažejo skozi ugodne finančne in tržne kazalnike ter ugodno vplivajo na notranjo organizacijsko učinkovitost in na elemente trajnosti družbe na splošno.
Organizacija: Opredeljen je model organizacijskega upravljanja, ki temelji na premisi marketinške strategije in se osredotoča na izvajanje takšnih poslovnih modelov, ki temeljijo na ponotranjenju marketinške strategije in ugodno vplivajo na organizacijsko učinkovitost ter splošne poslovne rezultate organizacije.
Družba: Končni učinki uresničevanja marketinške strategije nimajo le ugodnega učinka na poslovno uspešnost organizacije ali njeno notranjo učinkovitost, ampak lahko blagodejno vplivajo tudi na širšo skupnost s spodbujanjem elementov trajnosti v družbi.
Originalnost: Predlagan je model marketinške strategije za okretna in konkurenčna podjetja, ki omogoča razvoj poslovne odličnosti in učinkovitosti.
Omejitve/nadaljnje raziskovanje: Raziskava je zasnovana na empiričnih ugotovitvah izbranih avtorjev s področja marketinške naravnanosti in marketinških strategij, priporoča se empirično preverbo predstavljenega teoretičnega modela.
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