Incumbent vs. newcomer on the energy market: possible strategic scenarios
Incumbent vs. newcomer on the energy market: possible strategic scenarios
Author(s): Pavol MinárSubject(s): Energy and Environmental Studies, Economic history, Social development, Economic development
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: 4th industrial revolution; Archetypes; Brand meaning; Brand narratives; Brand positioning; Brand story; Brand strategies; Disruption; Energy market; Paradigmatic change; Winner-takes-all economy;
Summary/Abstract: Insights of the text “INCUMBENT VS. NEWCOMER. DIFFERENT STRATEGIES FOR THE CURRENT DISRUPTIVE CHANGES” that described paradigmatic changes brought by the 4th industrial revolution and their impact on the nature of the entire economy and culture, are applied to the specific topic: possible strategic scenarios of the two different types of brand on the energy market – incumbent and newcomer. Different brand strategies are proposed.
Journal: Marketing Identity
- Issue Year: 5/2017
- Issue No: 1/2
- Page Range: 374-384
- Page Count: 11
- Language: English
