Entrepreneurial Marketing

Epilogue: Visioning the Next Curve

The core section of the omnihouse model―CI‐EL and PI‐PM, which are also inspired by mythological stories rooted in Javanese culture (see Appendix)―are necessary for companies to secure their journey to the future. However, on top of understanding the current conditions, we must also be able to observe what we will likely face in the future. The implementation of entrepreneurial marketing will not be optimal and will not significantly have an impact if we are not prepared to anticipate what will happen in the future.

What Are We Facing Now?

Learning from various developments in recent years, we are currently faced with the following conditions.

Collaboration Is a Must

Not all companies individually have access to advantages to help them face future challenges. Those whose sources of advantage are very limited or insufficient to overcome the challenges need to immediately redefine competition and think about how to collaborate with various other parties, even with their competitors. Collaboration is the critical word in bringing our company to the future.

Highly Sophisticated Customers

In an increasingly connected world, customers are also changing. Since the early 2010s, our customers seem to have metamorphosed into a new type of customer because they can easily find and absorb an extraordinary amount of information. They have become very sophisticated with increasingly strong bargaining power. Acquiring new customers is getting even more ...