Impact of 5 Global Forces to Marketers and Their Strategies

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There has been a lot of changes in the world through the last 20 years- worldwide mobile phone subscriptions grew from 12.4 million to over 4.6 billion, investments in green energy overtake fossil fuel investment, and much more, all due to five dominative global forces. The great trade rebalancing, productivity imperative, the global grid, recourses scarcity and the market state are five transformative forces which are shaping new world for business and society .The rise of emerging markets, climate change and resource scarcity (water, energy) ,spread and influence of information technology ,insufficient supply of highly trained talent for raising global demand and new role for governments are leading towards a fundamentally different operating environment where governments struggle to find solutions ,trust in business is decreasing, and bussines are expected to address social and environmental issues. Depending on the role that business chooses to play in society, there are few possible scenarios that might play out. If business is reactive on social issues and society maintains uneven expectations from business a vicious circle will emerge. What does this means? Well business will unwillingly engage in social and environmental issues, governments will struggle to find out solutions on their own ,trust in business will descend to the lowest point possible ,environmental issues will worsen and economy will suffer from increasingly pressing social problems and unpredictable policy environment. If business is proactive in addressing social issues and society sticks to more consistently high expectations, than sustainable value will be created. It means that business will develop powerful voluntary standards that will address social and environmental issues , business will build partnerships with governments and other business ,the trust will be higher , business innovations will improve social and environmental issues and economy will benefit from powerful...
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