Adaptive Marketing Strategy of the Enterprise: Methods of Formation and Implementation

Sokovnina, Diana

doi:10.32702/2306-6806.2020.10.89

Cited by 4 publications

(1 citation statement)

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“…Методологічною та теоретичною основою дослідження в межах даної роботи є фундаментальні наукові праці провідних науковців [1][2][3][4][5][6][7][8][9][10][11][12]. Для досягнення встановленої мети та розв'язання визначених завдань у роботі використано загальні методи пізнання (аналізування, спостереження, порівняння тощо) у формуванні основних положень проведеного дослідження; методи структурної декомпозиції і графічного моделювання у розробленні й відображенні пропонованої узагальненої технології розроблення адаптивної конкурентної стратегії підприємства в умовах виходу на нові іноземні ринки.…”

Section: матеріали та методиunclassified

Formation of the generalized technology for the enterprise adaptive competitive strategy development in conditions of entering new foreign markets

Bortnikova

Chyrkova

2021

Econ. Fin. Law

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Introduction. The issues of industrial enterprises management systems adaptation are quite sharply expressed in the aspect of European integration processes since external factors have always influenced the activities of any enterprise and required measures of adaptation to them. Therefore, under the influence of the external environment uncertainty, business entities are forced to periodically make changes to their own management system, respectively, the importance of adaptation processes of enterprises increases directly in the context of all its varieties. The purpose of the paper is to study the key aspects and methodological foundations of building a generalized technology for the developing of an adaptive competitive strategy of an enterprise when entering foreign markets. The methodological and theoretical basis of the research within the framework of this work is the fundamental scientific works of leading scientists. To achieve the set goals and solve certain problems, general methods of cognition (analysis, observation, comparison, etc.) were used in the formation of the main provisions of the study; methods of structural decomposition and graphic modeling in the development and display of the proposed technology for the development of an adaptive competitive strategy of an enterprise when entering new foreign markets. Results. Based on the study, the essence of adaptive management is revealed. The principles of the adaptive competitive strategy formation are systematized. The influence of factors of the internal and external environment on the adaptation system of the enterprise is characterized. A generalized technology for developing an adaptive competitive strategy of an enterprise when entering new foreign markets is recommended, which provides for the implementation of the following stages: setting goals and objectives, analyzing the internal and external environment of an enterprise, diagnosing the influence of external and internal factors; choosing methods for entering new foreign markets, assessing strategic alternatives and choosing a strategy, planning implementation adaptive competitive strategy of the enterprise, the application of the adaptive competitive strategy of the enterprise, control and regulation of the adaptive competitive strategy implementation when entering new foreign markets. Conclusion. According to the results of the study, it was found that the implementation of the proposed technology stages will allow the development and implementation of measures for the adaptive competitive strategy application in the selected foreign market, as well as contribute to the stable operation of the enterprise both in the domestic and foreign markets.

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Section: матеріали та методиunclassified

Formation of the generalized technology for the enterprise adaptive competitive strategy development in conditions of entering new foreign markets

Bortnikova

Chyrkova

2021

Econ. Fin. Law

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Маркетингова Стратегія: Виклики Та Можливості В Умовах Цифровізації

Kniazieva¹,

Kazanska²

2022

Економіка та суспільство

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Стаття присвячена актуальній темі розробки маркетингової стратегії організації в умовах цифрової економіки. Систематизована інформація щодо основних концепцій електронного маркетингу, його особливості, процесу реалізації, причинам його поширення, перевагам та недолікам. Найважливішими висновками дослідження стали: застосування електронного маркетингу вимагає забезпечення відповідного цифрового середовища, доступність Інтернету та поширення електронного управління зробили електронний маркетинг необхідністю нашої ери, а успіх електронного маркетингу вимагає покладання на відповідні стратегії. Дослідження також показало, що кілька стратегій можуть використовуватися в одній організації відповідно до розвитку внутрішнього та зовнішнього середовища. Дослідження уточнило, що використання стратегій електронного маркетингу надає багато можливостей, таких як досягнення конкурентної переваги та стратегічної позиції на ринку.

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Organizational and economic aspects of marketing management of foreign economic operations at the enterprise

Каткова

KRAVCHYK

2022

UJAET

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The development of foreign economic operations at enterprises is due to several marketing factors that determine their readiness for global market trends and the ability to counteract the risks of changing consumer norms and values in foreign countries. Under such conditions, it is rational to combine economic and organizational measures of marketing management to ensure the development of foreign economic activity at the enterprise. the purpose of the article is to substantiate the theoretical and methodological principles and develop practical recommendations for improving the organizational and economic procedures for managing marketing support for the development of foreign economic operations at the enterprise. According to the established purpose of determining the objectives of the article, the justification of methodological, instrumental, and functional-process levels of management with the allocation of organizational and economic aspects of marketing are concerned, which are considered as the main component of foreign economic operations. General and special methods and techniques of scientific research are used. Problem solving the development of foreign economic operations at enterprises is made by the method of logical generalization in determining the conceptual foundations, functional and structural characteristics of marketing, analysis, and synthesis – organizational and economic aspects of marketing, systematic approach – substantiation of marketing management tools. The article substantiates the importance of development of foreign economic operations at enterprises and the system prerequisites that ensure such a result. The necessity of using marketing technologies to ensure the development of foreign economic operations at the enterprise is proved. The results of scientific research were studied, which highlighted the problems of development of foreign economic operations at enterprises and ways to solve them through the tools of marketing support. It is emphasized that there is no unified organizational and economic approach to build the concept of marketing management of foreign economic operations ar enterprises. Priority areas of foreign economic operations of enterprises that do not depend on domestic market trends are identified. The importance of combining marketing and digital technologies in ensuring the development of foreign economic operations at enterprises is proved. Attention is paid to the need to use marketing tools to strengthen the foreign economic component of economic security at the enterprise. The organizational and economic tools of marketing support of foreign economic activity at the enterprise are substantiated. The importance of creating a marketing department at the enterprise, which together with the department of foreign economic activity will deal with the management of commercial and sales operations in foreign markets, is emphasized. Keywords: foreign economic operation, enterprise, marketing, management, support, organizational and economic aspect.

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Adaptive Marketing Strategy of the Enterprise: Methods of Formation and Implementation

Cited by 4 publications

References 0 publications

Formation of the generalized technology for the enterprise adaptive competitive strategy development in conditions of entering new foreign markets

Formation of the generalized technology for the enterprise adaptive competitive strategy development in conditions of entering new foreign markets

Маркетингова Стратегія: Виклики Та Можливості В Умовах Цифровізації

Organizational and economic aspects of marketing management of foreign economic operations at the enterprise

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