Планиране на приходите в условията на VUCA среда
Revenue Planning in VUCA Environment

Author(s): Radko Radev, Alexander Naydenov
Subject(s): Economy, Business Economy / Management, Accounting - Business Administration
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: COVIDIzation of the economy; revenue management; revenue planning; revenue sources; revenue streams; marketing
Summary/Abstract: The report's goal is to present the approaches to revenue planning in a VUCA environment observed during the time of COVIDization of the economy. In this regard, the active revenue management approach is identified from the theoretical point of view. Some important components of the revenue model are derived; the importance of their active management and classical concepts of strategic management is highlighted. Special emphasis is placed on the marketing functions role. COVIDization is perceived as a process that confronts companies with new and unexpected challenges. With each new wave of COVID, they had to find an answer related to providing profitable revenue in the short term and the medium and long term challenges. The results of the analysis of the two studies conducted by the NIC "Innovations and Competitiveness (U2B)" at the UMWE in the period of the first three COVID waves (the period 2020-2021) are presented.

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