THE MATRIX OF BUSINESS STRATEGIES IN MARKETING ERAS
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Author(s): | Kasimova E. R., Kuznetsova E. V., Ruvenny I. Ya., |
| Number of journal: | 3(76) | Date: | September 2026 |
| Annotation: | This article presents the authors’ matrix of business strategies in marketing eras, which combines consumer values and the nature of customer interactions. Unlike traditional strategic matrices, which focus on industry attractiveness and business competitiveness, this matrix for the first time integrates consumer values across different marketing eras (product, service, experience, transformation) and the nature of customer interactions (transactional, customeroriented, participatory, existential). Paired combinations of key parameters define sixteen strategic options, each illustrated with real-world examples. The examples span various industries (FMCG, mechanical engineering, IT, finance, tourism, and HoReCa), confirming the matrix’s universality. The proposed matrix is not strictly tied to specific historical periods. A specific company may find itself in any of the possible states depending on its current marketing strategy. Moreover, it is possible for a company to simultaneously be present in several quadrants across different products or markets. The highest and most targeted level of marketing development is the Edelweiss strategy, which envisions existential interaction in a transformative era. At this level, the consumer becomes a co-creator of business processes and innovations. The theoretical significance of the study lies in the fact that, unlike classical strategic matrices, the author’s approach takes into account the emotional and semantic components of consumer behavior and allows companies to build nonlinear trajectories of strategic development. The practical significance lies in the potential application of the study’s findings in strategic marketing, brand management, and customer experience management. The matrix serves as a tool for transitioning from simple transactions to partnership and co-creation with consumers. This article is intended for researchers, educators, practicing marketers, and executives seeking business transformation based on a values-based approach. | ||
| Keywords: | strategic matrix, marketing eras, consumer values, nature of interaction, business transformation, customer experience, emotional marketing, customer-centricity, consumer behavior, strategic management |
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| For citation: | Kasimova E. R., Kuznetsova E. V., Ruvenny I. Y. The matrix of business strategies in marketing eras. Biznes. Obrazovanie. Pravo = Business. Education. Law. 2026;3(76):87—92. DOI: 10.25683/VOLBI.2026.76.1664. |
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