Issue №2, 2018

LOGIN      REGISTER

          

Future customer, new consumption models and value co-creation: frames of marketing 4.0

Full article

O.U. Yuldasheva, Saint-Petersburg State University of Economics, Saint-Petersburg, Russia, Ph.D., Professor, Head of marketing Chair, e-mail: This email address is being protected from spambots. You need JavaScript enabled to view it.

G.V. Khalikov, Saint-Petersburg State University of Economics, Saint-Petersburg, Russia, Ph.D. student, Marketing Chair, e-mail: This email address is being protected from spambots. You need JavaScript enabled to view it.

A.V. Tsoy, Saint-Petersburg State University of Economics, Saint-Petersburg, Russia, Ph.D. student, Marketing Chair, e-mail: This email address is being protected from spambots. You need JavaScript enabled to view it.

The article reveals the contemporary trends in consumer behavior: the growing consumer’s adherence to a healthy lifestyle; rapid digitalization of consumer behavior; the demand for “live” communication, socialization and co-participation; demand for meaning and personal communication; transformation of information channels and personalization of information; personalization of consumption and the rise of prosumer. Based on the revealed trends, a portrait of the future consumer, implications for companies and an updated marketing toolkit are presented. The authors argue that in the conditions of the industry and the economy 4.0 marketing 4.0 is being born, built on digital platforms and technologies and taking into account the growing humanization of society towards sustainable development. The authors consider the concept, specific features and the process of managing sustainable marketing as a basic concept of new marketing 4.0.

Keywords: consumer behavior trends, marketing 4.0, sustainable marketing, consumer ecosystem, involvement marketing, future consumer, prosumer, value co-creation.

References

  1. Capitalizing on the shifting consumer food value equation, Deloitte Report, 2016. URL: https://www2.deloitte.com/content/dam/Deloitte/us/Documents/consumer-business/us-fmi-gma-report.pdf (accessed: 30.05.2018)
  2. DeKeyser, A., Lemon, K.N., Klaus, P. and Keiningham, T.L. (2015). A framework for understanding and managing the customer experience, Marketing Science Institute Working Paper, Series 2015, Report No 15-121.
  3. Klaus P., Maklan S. (2013). Towards a Better Measure of Customer Experience. International Journal of Market Research. Vol. 55. P. 227–246.
  4. Lemon K.N. & Verhoef P.C. Understanding customer experience throughout the customer journey. Journal of Marketing. Vol. 80 (November 2016), p. 69–96.
  5. Schmitt, Bernd H. (2011). Experience Marketing: Concepts, Frameworks and Consumer Insights, Foundations and Trends in Marketing, 5 (2).
  6. Vafeidis Stefanos, CEO “Coca-cola” in Russia, Report on Petersburg’s International Economic Forum (PIEF), Saint-Petersburg, May 25, 2018.
  7. Vernadskij V. I. Filosofskie mysli naturalista [Philosophic thoughts of naturalist]. — M.: Nauka, 1988.
  8. Gehlbrejt Dzh. Novoe industrial'noe obshchestvo [New industrial society]. Per. s angl. Obshch., red. N.I. Inozemceva. M.: Progress, 1969.
  9. Innovacii marketingovyh modelej rossijskih kompanij v ehpohu didzhital transformacii [Marketing models innovations of Russian companies in era of digital transformation] / pod nauch. red. prof. O.U. Yuldashevoj. SPb.: Izd-vo SPbGEHU, 2018. P. 260.
  10. Kap'ev Evgenij, general'nyj direktor izdatel'skoj gruppy «EHKSMO», Report on Petersburg’s International Economic Forum (PIEF), Saint-Petersburg, May 25, 2018.
  11. Kotler F., Kartadzhajya K., Setiavan A. Marketing 3.0: ot produktov k potrebitelyam i dalee k chelovecheskoj dushe. M.: «EHKSMO», 2011.
  12. Kohkh Olof, predsedatel' soveta direktorov roznichnoj seti «Metro», Report on Petersburg’s International Economic Forum (PIEF), Saint-Petersburg, May 25, 2018.
  13. Novikov Ruslan, general'nyj direktor ID «Argumenty i fakty», Report on Petersburg’s International Economic Forum (PIEF), Saint-Petersburg, May 25, 2018.
  14. Pechatnikov Anatolij, predsedatel' pravleniya banka VTB 24, Report on Petersburg’s International Economic Forum (PIEF), Saint-Petersburg, May 25, 2018.
  15. Protasov Maksim, rukovoditel' ANO «Rossijskaya sistema kachestva (Roskachestvo)», Report on Petersburg’s International Economic Forum (PIEF), Saint-Petersburg, May 25, 2018.
  16. Puha YU. Industrial'naya revolyuciya 4.0. Prezentaciya PWC, oktyabr' 2017. Available at: https://www.pwc.ru/ru/assets/pdf/industry-4-0-pwc.pdf (accessed: 31.05.2018)
  17. Site International wine and spirits record (iwsr). Available at: https://www.theiwsr.com/iwsr_core_reports.html (accessed: 01.06.2018)
  18. Toffler EH. Tret'ya volna [Third wave]. Moscow: AST, 2009.
  19. Habibrahimov A. Rynok internet-torgovli v Rossii v 2017g. prevysil 1 trln. rub. 04.2018g [market of online-trade in Russia exceeded 1 trillion rubles. 04.04.2018]. Available at: https://vc.ru/35781-rynok-internet-torgovli-v-rossii-v-2017-godu-prevysil-1-trln-rubley (accessed: 27.05.2018)
  20. Cifrovye dividend [Digital dividends]. Obzor. Doklad o mirovom razvitii. Vashington: Mezhdunarodnyj bank rekonstrukcii i razvitiya / Vsemirnyj bank, 2016. P.7.

For citation: Yuldasheva O. U., Khalikov G. V., Tsoy A. V. Future customer, new consumption models and value co-creation: frames of marketing 4.0 // Corporate governance and innovative economic development of the North: Bulletin of the Research Center of Corporate Law, Management and Venture Capital of Syktyvkar State University. 2018. № 2. P. 90-106.