How to Constantly Improve Capabilities for High-Tech Marketing in VUCA Environment

• High-tech world is a VUCA world
• High-tech companies have to develop marketing capabilities required for operation under volatile, uncertain, complex and ambiguous circumstances
• Collaborative learning and case method learning can help  high-tech companies in improving their  marketing capabilities

Uncertainty is the most certain characteristic of high-tech business environment. In 1989 HBS researchers Rowland Moriarty and Thomas Kosnik proved that the world of high technology is characterized by the unusually high uncertainty in the domains of markets and technologies. 

A Taxonomy of Marketing Situations Based on Technological and Market Uncertainty (Moriarty & Kosnik, 1989)

To be more precise, modern high technology markets are volatile, uncertain, complex and ambiguous. Survival and achievement at such markets is a matter of fast learning and adapting to change. Otherwise, it’s about constant and fast development of high-tech marketing capabilities. 

VUCA is an acronym used to describe or reflect on the volatility, uncertainty, complexity and ambiguity of general conditions and situations. The common usage of the term VUCA began in the late 1990s and derives from military vocabulary and has been subsequently used in emerging ideas in strategic leadership that apply in a wide range of organizations, including everything from for-profit corporations to education. In general, the premises of VUCA tend to shape an organization's capacity to:

• Anticipate the Issues that Shape Conditions
• Understand the Consequences of Issues and Actions
• Appreciate the Interdependence of Variables
• Prepare for Alternative Realities and Challenges
• Interpret and Address Relevant Opportunities

From Wikipedia, the free encyclopedia 

VUCA is the blessing and the curse of high technology sector. That’s the reason why venture capital is here. It’s because high profits expect those who can cope with high risks here.

Logically, high-tech companies have to persist in developing marketing capabilities required for operation under volatile, uncertain, complex and ambiguous circumstances.  

The synonym for developing capabilities is learning. Hence, high-tech companies should be great learners and implementers.

One of the good options for such learning is sharing cases in high-tech marketing practices within collaborative community of professionals. For instance, this is offered by Geek2Geek Marketing. Case Collection.

Collaborative Facebook community for sharing cases in Hightech B2B Marketing best practices

Collaborative collection and scoring of cases is supposed to assist marketing professionals to become more flexible and creative in adjusting corporate capabilities towards VUCA setting.