Photo: Ranko Jelača (Telekom Slovenije), Mojca Briščik (Director of SOZ), Sašo Dimitrievski (Pristop) and Rok Vodnik (Petrol)
Under the auspices of the Slovenian Chamber of Commerce (SOZ), a round table was held in Ljubljana at which members of the management of the two major Slovenian companies Ranko Jelača from Telekom Slovenije and mag. Rok Vodnik from Petrol, presented the greatest challenges that companies face in the digital transformation process when it comes to development of innovations. Sašo Dimitrievski, partner and board member of Pristop, who moderated the round table, with his questions confirmed the results of the marketing research titled Mind Wide Open (MWO), which was conducted in the spring of this year among Slovenian marketing directors. When building partnerships companies identify possible solutions to numerous challenges in the development of innovation, including shortened deadlines from the idea to sale of products on the market and greater cost efficiency, although they are still not ready for long-term cooperation. The key reason that works against partnerships are lack of trust and hard-to-define metrics that would prove the added value of long-term strategic connections.
The Mind Wide Open research, conducted among 118 Slovenian marketing directors, revealed that disruptions arising from digital transformation in certain markets are already considerably undermining existing business models. Digital transformation primarily concerns three areas – processes, user experience and the development of new business models / products. Rok Vodnik, a member of Petrol’s management board, said that they have responded to changes that digital transformation has introduced in the development of new business models partly by creating a special unit – the Innovative Business Models and Digitalisation. Since it is made up of professionals of different profiles and answers directly to the management, it is more flexible, agile and can bring a product from the idea to the market in a shorter time.
The MWO research has shown that companies first and foremost recognize start-up companies as potential partners in solving the challenges and introducing innovations, as well as suppliers within the value chain, while marketing agencies are less perceived as long-term partners. Cooperation with them is primarily project-based. Gartner’s analysis, implemented in the US market, proves that the trend abroad is just the opposite. Ranko Jelača, a board member of Telekom Slovenije, leans more to the partnership and long-term collaborations, but warns that these partnerships are more difficult in practice than on paper: “To enter into mutually beneficial relationships, five key conditions must be met: trust, successful co-operation in past, professionalism of the partners, cost efficiency and shortened time from idea to product launch, or offering a service on the market.”
And despite the fact that most companies think that they can solve challenges on their own, the results of the research have shown that those companies that create partnerships, and include their partners in decision-making in the field of innovation, are faster and more successful in responding to disruptions. Rok Vodnik believes that it is crucial for partners to recognize the added value of the relationship: “The key criterion, which must be met for entry into such a partnership, is greater efficiency.”
Summary of the Mind Wide Open study, which was implemented for the fifth consecutive year by consulting and communications company Pristop in collaboration with Indigo and the Slovenian Marketing Association, is available free of charge here.
For all future events of the Slovenian Advertising Chamber, visit www.soz.si.
