Challenge strategies of business competition: creative marketing approach notes about developing a succesfull organizational model

• Author: A. Bugra Hamsioglu/Didem Hamsioglu
• Position: Res. Assist. Kafkas University, Faculty of Economics and Business Administration Kars/Turkey/Res. Assist. Anadolu University, Faculty of Economics and Business Administration Eskigehir/Turkey
• Pages: 166-172

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1. Introduction: contents in competition varying attribution

Providing competitive advantage both in national and global area in businesses, depends on ability to identify and understand changeable demands and needs of customer, correspond with new and innovative ideas, ability to create new demands for customers (Hao, 2000:53-64). Moreover, businesses exists forceful competitive pressure because of rapid changes in market needs, rapid changes in technology, getting shorter of product life cycle desire of meeting customer demands. In this state, field of business evermore new competitive advantages such as (a) developing new products/services (b) researching new methods in production (c) expanding new market fields (d) finding new resources to provide (Amabile et al., 1996:1154-1184).

Businesses for having competitive advantage, necessity transform and revise itself in steady changing market. This transformation/variation occurs at the same time and everywhere. In point of business, competitive advantage as a trigger endures development, innovation and creativeness. As today, having

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changes in competitive advantages was affected by technologic changes and/or transforms (Moore, 1997:140-149; Bettis and Hitt, 1995:7-79).

Nowadays, businesses have global competitive which is technology/market focused. Global competitive which is technology/market focused brings moving faster money capital, shorter product/life cycle, needing more developed technology and having more complicated customer. Challenges in competitive occur more in IT industry. Before these sectors had traditional product/focused structure, now businesses adopts shortening product life cycle and creative marking which depends on business resources and competences. Such strong competitive, another word, challenging in competitive, when they produce businesses have seen over revising almost everything as a resolution. Businesses should need to use existing products and product development for new competitive challenge strategy in new competitive (Hooley and Greenley, 2005:93-116; Hunt and Morgan, 1996:107-114; Cockbur et al., 2000:1123-1145).

2. Cycle of creative marketing paradigm

Cycle of creative marketing paradigm in Businesses depends on redefining creativeness and innovativeness and establishing infrastructure of business culture. Cycle of marketing paradigm is based on continuity of this process. In other words, creativeness is not limited with producing products or serving in market. Creativeness invents new energies and probabilities. Therefore creativeness is a process of starting point of successful innovation application or creating new things. Cycle of creative marketing paradigm's ability to convert new ideas to useful and fact requires initiative and objective point of view. This is important for cycle of creative marketing paradigm success. Cycle of creative marketing paradigm provides developing new idea system and producing idea. Thus, cycle of creative marketing paradigm includes constitution of management systems or...