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

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Liburkina L. M.

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Economic and Marketing Determinants of Sustainable Development Based on the EKG Approach
Kobielieva T. O., Pererva P. G., Tkachova N. P.

Kobielieva, Tetiana O., Pererva, Petro G., and Tkachova, Nadiia P. (2026) “Economic and Marketing Determinants of Sustainable Development Based on the EKG Approach.” Business Inform 6:602–610.
https://doi.org/10.32983/2222-4459-2026-6-602-610

Section: Management and Marketing

Article is written in Ukrainian
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UDC 330:338:339:658:659:502/504

Abstract:
The article examines the economic and marketing determinants of enterprise sustainable development within the context of the integrative EKG approach, which combines economic (E), marketing/client-oriented (K), and managerial (G) components into a unified analytical system. The relevance of the study is driven by increasing turbulence in the external environment, transformation of market mechanisms, digitalization of the economy, and the need to develop new approaches to ensuring the long-term resilience of socioeconomic systems. It is substantiated that traditional models of sustainable development, which consider economic and marketing factors in isolation, fail to provide sufficient analytical depth and do not fully capture the effects of their interaction. The study develops a system of key determinants of sustainable development, encompassing resource efficiency, innovation potential, financial stability, client orientation, brand capital, digital consumer interaction, strategic management, and organizational flexibility. It is found that the synergistic interaction of these factors determines the level of enterprise resilience under conditions of a volatile external environment. An integral model for assessing sustainable development is proposed, represented as a weighted additive function S = ?E + ?K + ?G, where the weighting coefficients reflect the relative significance of each group of determinants and may vary depending on industry specifics and the stage of the enterprise life cycle. Additionally, a synergy coefficient is introduced to evaluate the effect of interaction among system components and to identify the added value generated through their integration. The proposed approaches enable both quantitative and qualitative assessment of sustainable development, providing its interpretation through a system of gradations and analytical indicators. The scientific novelty lies in enhancing the conception of sustainable development through the integration of economic and marketing determinants within the EKG framework, developing an adaptive evaluation model with variable weighting coefficients, and introducing a tool for measuring the synergistic effect. The results obtained expand theoretical understanding of the nature of sustainable development and create a foundation for further research in the field of strategic management and enterprise economics.

Keywords: economy; marketing; sustainable development; determinants; implementation mechanisms; business processes; marketing program; postwar recovery; innovation strategies; social responsibility.

Fig.: 1. Tabl.: 2. Formulae: 3. Bibl.: 17.

Kobielieva Tetiana O. – Doctor of Sciences (Economics), Professor, Professor, Department of Business Economics and International Economic Relations, National Technical University «Kharkiv Polytechnic Institute» (2 Kyrpychova Str., Kharkіv, 61002, Ukraine)
Email: [email protected]
Pererva Petro G. – Doctor of Sciences (Economics), Professor, Professor, Department of Business Economics and International Economic Relations, National Technical University «Kharkiv Polytechnic Institute» (2 Kyrpychova Str., Kharkіv, 61002, Ukraine)
Email: [email protected]
Tkachova Nadiia P. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Marketing, National Technical University «Kharkiv Polytechnic Institute» (2 Kyrpychova Str., Kharkіv, 61002, Ukraine)
Email: [email protected]

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