Michaela Mihaylova – VUZF University, Gusla 1 str., 1618 Sofia, Bulgaria
DOI: https://doi.org/10.31410/LIMEN.2020.91
6th International Scientific-Business Conference – LIMEN 2020 – Leadership, Innovation, Management and Economics: Integrated Politics of Research – CONFERENCE PROCEEDINGS, Online/virtual, November 26, 2020, published by the Association of Economists and Managers of the Balkans, Belgrade; Printed by: SKRIPTA International, Belgrade, ISBN 978-86-80194-39-4, ISSN 2683-6149, DOI: https://doi.org/10.31410/LIMEN.2020
Abstract
The current chapter presents the transformation of perception about the online identity of a business in the context of the COVID-19 pandemic. Online identity and related marketing activities, perceived until only recently as innovative actions, today are a prerequisite for a competitive advantage. The chapter comments on the general knowledge and understanding of this topic, the different types of innovations, the elements of online identity and the marketing actions related to them. The competitive advantage and the evolved view of its nature are outlined as a positive transformation โ a creation of new knowledge as a result of the learning processes application.
Keywords
Online identity, Competitive advantage, Innovation, Learning, Pandemic.
References
Crossan, M., & Apaydin, M. (2009). A Multi-Dimensional Framework of Organizational Innovation: A Systematic Review of the Literature. Journal Of Management Studies, 47(6), 1154-1191. doi: 10.1111/j.1467-6486.2009.00880.x
Damanpour, F. (1991). Organizational Innovation: A Meta-Analysis Of Effects Of Determinants and Moderators. Academy Of Management Journal, 34(3), 555-590. doi: 10.5465/256406
Day, G. (1994). The Capabilities of Market-Driven Organizations. Journal Of Marketing, 58(4), 37-52. doi: 10.1177/002224299405800404
Day, G. S., and Wensley, R., (1988) Assessing Advantage: A Framework for Diagnosing Competitive Superiority. Journal of Marketing, 52(2), 1โ20
Ferrell, O. C., Marketing Strategy: Text and Cases, Cengage Learning, 2012.
Fiol, C. (2001). Revisiting an identity-based view of sustainable competitive advantage. Journal of Management 27 (6), 691-699.
Han, J., Kim, N., & Srivastava, R. (1998). Market Orientation and Organizational Performance: Is Innovation a Missing Link? Journal of Marketing, 62(4), 30-45. doi: 10.1177/002224299806200403
https://www.statista.com/topics/1145/internet-usage-worldwide/
Krasnov, A., Chargaziya, G., Griffith, R., & Draganov, M. (2019). Dynamic and static elements of a consumerโs digital portrait and methods of their studying. IOP Conference Series: Materials Science and Engineering, 497, 012123. doi: 10.1088/1757-899x/497/1/012123
Li, T., & Calantone, R. (1998). The Impact of Market Knowledge Competence on New Product Advantage: Conceptualization and Empirical Examination. Journal Of Marketing, 62(4), 13-29. doi: 10.2307/1252284
Nakova, R. (2007). Ustoychivo konkurentno predimstvo. Upravlenie i ustoychivo razvitie, 18, (3-4)
Nelson, R. R., & Winter, S. G. (1982). An evolutionary theory of economic change. Cambridge, MA: Harvard University Press
Ozkaya, H., Droge, C., Hult, G., Calantone, R., & Ozkaya, E. (2015). Market orientation, knowledge competence, and innovation. International Journal Of Research In Marketing, 32(3), 309-318. doi: 10.1016/j.ijresmar.2014.10.004
Rakthin S. et al. (2016). Managing market intelligence: The comparative role of absorptive capacity and market orientation.69(12), 5569-5577
Reed, R., & DeFillippi, R. J. (1990). Causal ambiguity, barriers to imitation, and sustainable competitive advantage. Academy of Management Review, 15, 88โ102.
Schumpeter, J.A. 1934, The theory of economic development: an inquiry into profits, capital, credit, interest and the business cycle, Harvard Economic Studies, Vol. 46,
Schumpeter, J.A. 1942. Capitalism, Socialism and Democracy, 3rd edition, London: George Allen and Unwin, 1976
Sincula, J.M., (1994), Market information processing and organizational learning, Journal of Marketing 58, 35-45
Tallman, S., Jenkins, M., Henry, N., & Pinch, S. (2004). Knowledge, Clusters, and Competitive Advantage. The Academy Of Management Review, 29(2), 258. doi: 10.2307/20159032
Zahra, S. A., & George, G. (2002). Absorptive capacity: A review, reconceptualization, and extension. Academy of Management Review, 27, (2),185โ203.doi: 10.2307/4134351
ZHelyazkova, V. (2019). Vaznikvane i razvitie na kontseptsiyata za kragovata ikonomika. Kragova ikonomika i ustoychivi finansi. Savremenni perspektivi. 6-22
Zhou, Kevin Zheng, Yim, Chi Kin, & Tse, David K. (2005). โThe effects of strategic orientations on technology-and market-based breakthrough innovations.โ Journal of Marketing, 69, 42โ60.
