Critical Insights on Disruption in Marketing Strategies: Some Perspectives in Latin American Countries Chapter in Scopus uri icon

abstract

  • © 2022, The Author(s), under exclusive license to Springer Nature Switzerland AG.Disruption in marketing activities has grown as a continuous process, which has been supported by the technology and low-cost innovation over the years. Disruptive practices in markets have both positive and negative effects. Unwarned disruptions in the low-end market often downplay the multidimensional growth of companies. A resource-centric business model supported with information technology effectively serves as a customer-centric consumption model for disruptive products. However, most companies feel that in view of the increasing market size of the disruptive products, making small or incremental changes might not be enough to override the effects of disruptions. Digitalization, Internet of Things, and frugal innovations have emerged in the twenty-first century as the dynamic disruptors, coupled with the marketing strategies and customer preferences. Digitalization has enabled real-time, end-to-end supply chain visibility, improved delivery accuracy, and stock level optimization and alignment with demand planning. This chapter discusses the developmental insights of disruptive practices in Latin American Markets with focus on Mexico. Discussion is connected to various disruption touch points in marketing including product attractiveness, pricing, segmentation, and development of disruptive products. In addition, the macro- and micro-business environments influencing the strategic thinking on disruption have also been discussed in this chapter.

publication date

  • January 1, 2022