MARKET ATTRACTORS

Abstract

The article concerns the functioning of market attractors which are places providing for the company stabilization of market position. These are: points appearing on the positioning map; the area based on the nature of the business; strategic alliances; self-organization. The conclusion of the article is that in order to avoid the chaos in the face of emerging structural transformations, it is necessary to develop appropriate concepts for the efficient transition of a company’s position to the area which stabilizes the production. Expanding the marketing research paradigm by prospecting surveys increased the ability to acquire the information needed to initiate new ways to improve the competitiveness of a company. Manager responsible for stabilizing the company in the long term should be aware of the existence of marketing attractors that provide the information for reorganizing old structures.