Marketing Catalysts to expand the Boundaries in B2B / B2C Markets

The research made at The Unicist Research Institute demonstrated that the evolution of living beings, social entities, and businesses requires the use of catalysts. Therefore, the success of sustainable marketing fully depends on the use of catalysts. The success of sustainable marketing strategies in innovative, supply-driven, or highly competitive markets depends on the use of behavioral catalysts. These catalysts might be entities that exist in the environment or catalyzing objects that are built by the companies.

100% of the business models of expansive businesses are based on binary actions that include the use of catalysts. The discovery of the functionalist structure of binary actions allowed for the systematic design of synchronized binary actions that include catalysts, which simplified and ensured the results of business processes.

About Marketing Catalysts

Catalysts are process accelerators. Marketing catalysts have been used ever since people had to produce results in business, social and political marketing. The simplest way of using catalysts is by discovering the influence of external facts on certain actions that want to be performed and using them to influence the acceptance by the environment.

Behavioral catalysts are needed to ensure the sustainability of marketing processes. The acceleration of the processes they produce depends on the specificity of the catalysts. There are generic, systemic, specific, and conjunctural catalysts. The more conjuncture-oriented the catalysts are, the higher the level of acceleration they produce and the shorter their lifecycle is.

Technologies, threats, installed myths, new utopias, brand attributes, ideologies, influencers, etc. are examples of catalysts that are commonly used. This implies that the use of catalysts is an accepted practice by those who need to influence the environment to achieve results.

The discovery of the behavioral catalysts made by Peter Belohlavek at The Unicist Research Institute completed the development of the unicist functionalist approach to business which is the model that allows profiting from the 4th Industrial Revolution, managing the Industry 4.0 concept, and developing adaptive digitization. 

The research on biological and behavioral catalysts demonstrated that all adaptive systems need to use catalysts to be alive (living beings) or sustainable (social entities).

The Building of Catalyzing Objects

This research allowed finding the structure of catalysts and their functionality, which allowed going beyond the use of preexisting catalysts, and building catalysts to ensure the functionality and acceleration of adaptive processes.

Basically, it can be said that catalysts are business objects that build a context for the actions that are being influenced that must be consistent with the environment to be acceptable.

The unicist functionalist approach to business includes the use of catalysts as one of its core aspects to accelerate the speed of processes to foster growth, profitability, and sustainability.

Some of the companies that use business objects and catalysts are: Airbus, Amazon, Apple, BBC, Boeing, Dassault Systemes, Dupont, Ericsson, Facebook, General Electric, Google, Hilton, Honda, Hyundai, LinkedIn, Lufthansa, Mapfre, Mayo Clinic, Michelin, Novartis, Open Text, P&G, Pfizer, SAP, Siemens, Tata Motors, Toyota, Unilever, Walmart, Walt Disney World and Youtube.

Types of Catalysts that can be developed

Based on their functionality, there are four types of behavioral catalysts:

  • Conjunctural Catalysts
  • Specific Catalysts
  • Systemic Catalysts
  • Generic Catalysts

Conjunctural Catalysts

These catalysts accelerate specific conjunctural processes to achieve the critical mass that is necessary to ensure “survival”. They are focused on the expansion of possibilities by considering the conjuncture. These types of catalysts tend to be absorbed by the system.

Specific Catalysts

The specific catalysts are focused on accelerating specific functions that can be managed as autonomous units. They are focused on ensuring the results that need to be achieved by using a superior solution to minimize the consumption of energy. The critical mass of specific functions is sustained by these catalysts.

Systemic Catalysts

The systemic catalysts accelerate the functionality of the unified field of processes. They are focused on increasing the efficiency of the system by introducing a superior technology. These catalysts ensure the critical mass of the functionality of adaptive environments considered as a system.

Generic Catalysts

Generic catalysts are those that accelerate the evolution of the environment where they are applied. They are focused on simplifying processes and solving their implicit weaknesses. These catalysts ensure the critical mass that is necessary to evolve.

Levels of Acceleration

The levels of acceleration catalysts introduce in processes, depend on the specificity of their functions.

  1. Generic catalysts accelerate the functionality of institutions or organizations. Their acceleration is (+)
  2. Systemic catalysts accelerate the functionality of functions and roles. Their acceleration is (++)
  3. Specific catalysts accelerate the functionality of processes. Their acceleration is (+++)
  4. Conjunctural catalysts accelerate the functionality of conjuncture-driven processes. Their acceleration is (++++)

Pilot Testing of Catalysts

The pilot testing of catalysts ensures their functionality. There are two types of tests:

a) Pilot tests of the design of solutions to confirm their functionality
b) Destructive pilot tests to confirm the limits of the solutions

The pilot testing process of catalysts includes the participation of a group that is integrated by a coordinator, a fallacy-shooter and an ombudsperson.


Behavioral catalysts open possibilities and accelerate processes that allow ensuring the functionality and evolution of adaptive systems of any kind. The concept of behavioral catalysts applies to social, economic, and political evolution, to the functionality of any kind of community or institution, and to businesses.

The 4th Industrial Revolution introduced the concept of adaptiveness in the industrial, economic, and social world. This increases notoriously the market orientation but demands managing environments as adaptive systems, which require the use of catalysts to ensure their functionality and evolution.