BUSINESS INFORM JOURNAL.

УКР

ENG

Search:

REGISTRATION CERTIFICATE

KV #19905-9705 PR dated 02.04.2013.

FOUNDERS

RESEARCH CENTRE FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS (KHARKIV, UKRAINE)

According to the decision No. 802 of the National Council of Television and Radio Broadcasting of Ukraine dated 14.03.2024, is registered as a subject in the field of print media.
ID R30-03156

PUBLISHER

Liburkina L. M.

SITE SECTIONS

The Evolution of Theoretical Thought on the Interpretation of Marketing Strategies of Enterprises
Ponomarenko T. V.

Ponomarenko, Tetiana V. (2021) “The Evolution of Theoretical Thought on the Interpretation of Marketing Strategies of Enterprises.” Business Inform 9:6–12.
https://doi.org/10.32983/2222-4459-2021-9-6-12

Section: Economic Theory

Article is written in Ukrainian
Downloads/views: 1

Download article (pdf) -

UDC 339.138:338

Abstract:
The article defines the concept of «strategy» as: plan, competitive actions, behavior model, market position, conception and perspective. The strategy is a comprehensive, unified and integrated plan, a set of actions and measures to solve a specific problem situation, achieving targeted goals that are developed in advance for a certain period of time. Current trends in the implementation of strategies include ensuring the quality of products, focusing on individual groups of consumers and improving products and services. The strategies of leadership, cost minimization and differentiation are typically focused on gaining a competitive advantage within a wide range of industry sector segments, while the focusing strategy involves gaining cost advantages or differentiation in narrow segments of the industry sector. Modern trends in the implementation of strategies of leadership, cost minimization and differentiation focus are identified on the example of enterprises of the EU countries. Three of the most popular company strategies are: 1) high quality focus – 52.3% of the EU companies use this strategy; 2) focus on satisfying established groups of consumers – 50.3%, which reflects the world-view or ways of thinking of entrepreneurs in these markets and confirms the theoretical idea that the strategy is a conception that has a manifestation in the world-view of stakeholders and business owners; 3) focus on improving the existing products and services, which are used by an average of 41.5% of companies. In addition, 37.7% of the EU firms use the focus on appealing to new consumer groups, and 36.7% of organizations use a specific solution for a client. It is proved that most companies in the EU use two or more strategies that are built on innovation activities (products, services, business processes) at the same time.

Keywords: strategy, marketing, innovations, marketing strategy, focusing, differentiation.

Tabl.: 2. Bibl.: 12.

Ponomarenko Tetiana V. – Postgraduate Student, Institute of International Relations of Taras Shevchenko National University of Kyiv (36/1 Yuriia Illienka Str., Kyiv, 04119, Ukraine)

List of references in article

Kotler, F. Osnovy marketinga. Kratkiy kurs [Fundamentals of Marketing. Short Course]. Kyiv: Dialektika, 2020.
Porter, M. E. Konkurentnaya strategiya. Metodika analiza otrasley i konkurentov [Competitive Strategy. Methodology for Analyzing Industries and Competitors]. Moscow: Alpina Pablisher, 2017.
Porter, M. Konkurentnoye preimushchestvo. Kak dostich vysokogo rezultata i obespechit yego ustoychivost [Competitive Advantage. How to Achieve a High Result and Ensure Its Sustainability]. Moscow: Alpina Pablisher, 2016.
Stoun, B. The Everything Store: Dzheff Bezos i era Amazon [The Everything Store: Jeff Bezos and the Amazon Era]. Moscow: Azbuka-Attikus, 2014.
Drucker, P. F. Management: Tasks, Responsibilities, Practices. Harper Business, 1993.
“Enterprises by type of business strategy applied, importance of the strategy, NACE Rev. 2 activity and size class“. Eurostat. May 05, 2021. https://appsso.eurostat.ec.europa.eu/nui/show.do?dataset=inn_cis11_strat&lang=en
Evered, R. “So what is strategy?“ Long Range Planning, vol. 16, no. 3 (1983): 57-72. DOI: https://doi.org/10.1016/0024-6301(83)90032-8
Beebe, M. “Introducing the 4C Marketing Model and why you should follow it“. Stevens & Tate. October 25, 2019. https://stevens-tate.com/articles/introducing-the-4c-marketing-model-and-why-you-should-follow-it
Mintzberg, H. “The strategy Concept I: Five Ps for Strategy“. California Management Review, vol. 30, no. 1 (1987): 11-24. DOI: https://doi.org/10.2307%2F41165263
Moore, D. G. “Managerial strategies“. In Industrial Management, 219-226. New York: Haper, 1959.
Van Waterschoot, W., and Van den Bulte, C. “The 4P Classification of the Marketing Mix Revisited“. Journal of Marketing, vol. 56, no. 4 (1992): 83-93. DOI: https://doi.org/10.1177/002224299205600407
Yudelson, J. “Adapting McCarthy's Four P's for the Twenty-First Century“. Journal of Marketing Education, vol. 21, no. 1 (1999): 60-67. DOI: https://doi.org/10.1177/0273475399211008

FOR AUTHORS

License Contract

Conditions of Publication

Article Requirements

Regulations on Peer-Reviewing

Publication Contract

Current Issue

Frequently asked questions

INFORMATION

The Plan of Scientific Conferences

OUR PARTNERS

Journal «The Problems of Economy»

The site and its metadata are licensed under CC BY-SA.

Write to webmaster