The conceptual bases of introduction of foresight marketing into business management

Abstract

The article outlines a critical analysis of theoretical approaches to the development of the concept of foresight marketing on the basis of which the own definition of “foresight marketing” has been developed. Modern enterprises are interested in receiving reasonable foresight forecasts in marketing, which was not sufficiently distributed in the practical activity of the enterprise.Theoretical and practical aspects of the foresight framework are still explored insufficiently. Therefore, the purpose of the article is to improve the theoretical framework of foresight marketing and to create the conceptual model of foresight marketing.The following scientific methods have been used in this research: system analysis, content analysis, comparative method, method of logical generalization, morphological method, dialectics of the relationship between fundamental and applied knowledge.The analysis revealed imperfection of the theoretical apparatus of foresight marketing, thus, the modern approach to the interconnection and balance of foresight marketing and strategic marketing on the enterprises was suggested. To develop a conceptual model of foresight marketing, the authors have considered and described its major components. A conceptual model of foresight marketing is a systematic combination of certain elements, namely: conditions, barriers, and prerequisites; subject and object; methodology of foresight marketing; principles, tools, and categories.The article presents a generalized model of foresight marketing process, which shows the basic subjects and bases on four consecutive stages. The authors provide a new perspective as for the concept of foresight marketing and the basic prerequisites for the implementation of foresight in marketing management.

Scenarios in business and management: The current stock and research opportunities

“…Especially in marketing and innovation, scenarios could play an increasing role. In marketing, scenario approaches can help explore new needs and wants of customers and thus new market opportunities ( Højland and Rohrbeck, 2018 , Verdenhofa et al, 2018 ). In innovation management, the range, number, and quality of ideas and concepts ( Lee and Trimi, 2018 , Rohrbeck and Gemünden, 2011 , Worthington et al, 2009 ), and thus their agile implementation ( Brand, Tiberius, Bican, & Brem, 2019 ), can be enhanced.…”

Strategic Management of Territorial Development Theoretical Fundamentals

“…-formation of state regional policy; -introduction of a mechanism of strong and flexible coordination of all subjects of state regional policy in the process of its formation and implementation; -creation of a clear functional structure of central and local executive bodies to ensure state regulation of regional development at all territorial levels, coordination of multilevel governance with the participation of local governments, businesses, NGOs and the population [17][18][19][20][21][22].…”