Understanding the Market in Digital Environment: A Sensemaking Framework for Marketing Strategy

Abstract

Today’s business environment has the nature that challenges the decision-making processes of businesses with its many different factors including technological developments and changing consumer structures. Previous research focused on specific contexts of the business environment regarding marketing and innovation issues, however, an integrative approach can be helpful for understanding and taking actions. This study aims to present a comprehensive framework which employs sensemaking from management literature as an approach to evaluate the market environment. Following a conceptual approach for the methodology, a framework consisting of three stages: discovery, sensemaking, and prediction is included in the study. Proposed framework identifies the stages for the sensemaking of consumers and can guide marketing decision-makers for competitiveness in the digital world.

Citation

Pinarbasi, F. and Kircova, I. (2021), "Understanding the Market in Digital Environment: A Sensemaking Framework for Marketing Strategy", Dinçer, H. and Yüksel, S. (Ed.) Strategic Outlook in Business and Finance Innovation: Multidimensional Policies for Emerging Economies, Emerald Publishing Limited, Leeds, pp. 185-194. https://doi.org/10.1108/978-1-80043-444-820211017