The Challenge of Marketing Interventions in Global Markets

Bistra Vassileva
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Bistra Vassileva: University of Economics-Varna, Bulgaria

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Abstract: We live in a world where disruptive technologies, rapid structural changes and economic turbulence are impacting the global economy by accelerating the rise of complexity. Complexity turns out to be a major power business must consider when develop and execute marketing strategies. Globalisation has been the quintessence of the last decade of the 20th century. The effect of globalisation on marketing strategies has been outstanding. This paper presents an investigation of the dynamics of top 500 companies in Central and Eastern Europe (CEE) by applying the Zipf-Pareto law and the index of Sheppard. It was assumed that there are variations in the factors which affect the distribution of the sizes of top 500 CEE companies and top 300 Bulgarian companies as well as that these variations can be modelled by stochastic processes. The main research goal of the study was twofold: (1) if the state of equilibrium of the ranked companies (based on their sizes) fits to the power law, and (2) if the deviations from the power law are characterised by the index of Sheppard. Based on the achieved results several implications for different types of marketing interventions have been suggested and discussed.

Keywords: marketing interventions; global markets; complexity; power laws; index of Sheppard (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:tkp:mklp15:881-889

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