The Next Futurology of Marketing Research and Business Model Re-innovation
Strategic Insight, as a contemporary strategic function, is a research-driven approach designed to provide an in-depth understanding of business model dynamics. It empowers organizations to reinvent their value propositions in ways that maximize creation for customers and all stakeholders
The Methodological Crisis in Marketing Research
In a world rapidly changing due to technology and global competition, product innovation alone is no longer sufficient to maintain a competitive advantage. Today, business model innovation has become a vital priority. While incremental innovation in products and services remains valuable, contemporary evidence suggests that business model innovation—the strategic restructuring of how companies create, deliver, and capture value—has become the primary determinant of sustainable competitive advantage. Yet, ironically, marketing research remains largely confined to tactical support functions, failing to realize its potential as a critical strategic catalyst for orchestrating business model transformation.
Data from the World Economic Forum (2023) indicate that 73% of organizations consider business model reinvention to be the core of their digital transformation. In contrast, academic analyses reveal that methodological research accounts for only 2.6% of the output of leading marketing journals (Yadav, 2010), a figure that has remained virtually unchanged for thirty years.
- Dr. Abdelhameed Abbas
- September -2025
