Community business and modern marketing in a digital society

Abstract

Community enterprises are run by groups of people with ties to the production of goods, services or other activities as a common way of life to join together to conduct business. Community enterprises are important and create a stable base for the country by strengthening the grassroots economy, and promoting career opportunities to create jobs and income and reduce expenses. The potential of community enterprises remains at a moderate level because most incur problems with adequate marketing, finance and management. These obstacles impact the development of strong community enterprises that can adapt and survive in changing economic conditions. Community enterprises must be developed and upgraded to increase their potential in this new age of digital marketing. Novel marketing strategies must address how consumer behavior in the digital society affects lifestyle and purchasing decisions. Community enterprises have to adopt modern marketing concepts to consumer demand including price suitability channels, ease of purchase, communication and presentation. Marketing perspectives must be driven by customers and target groups to ensure rapid community enterprise development. If entrepreneurs do not adapt their marketing strategies to the digital society, then community enterprises will lag behind and eventually lose their business competitiveness.