MARKETING PERCEPTION OF TECHNOLOGICAL UNCERTAINTY BY DECISION-MAKERS

Abstract

The contemporary stage of marketing development assumes the decision making under the conditions of great uncertainty. This uncertainty brings many innovative global risks which are defined by the technological features of Industry 4.0. In the article it was highlighted the importance of the investigation of the perception level of marketers, economists, managers and other decision-makers of the existed technological uncertainty through the examples of its elementary components (gadgets and marketing communications) under the rapidly changing technological conditions of Industry 4.0 because their decisions would have the long-term effects and the high impact to the society. In was demonstrated that a gadget been a smart system turned into the example of one of the most impact global technological risks and an additional element of most communications chains of a human and it could impact to the human’s perception of most information and define some human’s cognitive deformations for the prediction of the future. There are results of the international marketing research conducted by the article authors during the Summer School, been collective organized by the Faculty of Management and Marketing of National Technical University of Ukraine “Igor Sikorsky Kyiv Polytechnic Institute” (Ukraine) with the cooperation of the Faculty of Engineering Management of Poznan University of Technology (Poland). It makes it possible to understand how respondents perceive different marketing and technological changes in the economy 4.0 that reflects Industry 4.0 The marketing research results shown that the today’s perception of advertising of the international respondents which were represented by the future decision-makers of companies, still corresponds with the tradition model of the marketing communication process that has grounded on the basis of the mathematical theory of communication by C. E. Shannon and W. Weawer. In the article it was highlighted that this model needed to be updated under the conditions of Industry 4.0. The improved model of the digital system of advertising activity management and communications was proposed by the authors of the article. Two new elements an internet user’s gadget and the ISPs software were added into the scheme. This simplifies understanding of the process of advertising targeting, advertising decoding and other digital communications. The research results also demonstrated how decision-makers perceived the scale and dangerous of technological changes. It was proposed to the decision-makers to implement logarithmic thinking on the basis of the inferior scope of processing information for making prompt and effective decisions at the companies.