USER JOURNEY PLANNING FOR SALES IN THE EUROPEAN UNION BY LOCAL COMPANIES

Abstract

The user journey is a pivotal concept in marketing that evolves and adapts amidst technological, economic, and behavioral shifts. This paper aims to present practical models for user journey planning, exploring their influence and subsequent utilization by companies exporting their products. Specifically, it delves into Bulgarian companies and their strategies to plan and implement exports to EU member states. Interviews have been conducted with marketing managers exporting from Bulgaria to the EU. The framework identified in the analysis is employed, detailing the various approaches companies opt for. The paper concludes by outlining areas for further analysis regarding companies’ decisions related to elements of the user journey in international sales.