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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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Development of a Planning Toolkit for the Growth of Small Business Enterprises Based on the Marketing Conception
Krasnonosova O. M.

Krasnonosova, Olena M. (2026) “Development of a Planning Toolkit for the Growth of Small Business Enterprises Based on the Marketing Conception.” Business Inform 7:682–695.
https://doi.org/10.32983/2222-4459-2026-7-682-695

Section: Management and Marketing

Article is written in Ukrainian
Downloads/views: 7

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UDC 338.4

Abstract:
In today’s environment of intense competition and continuous changes in the external business environment, further aggravated by martial law resulting from the russian federation’s full-scale military aggression against Ukraine, business planning has become a key instrument for ensuring the sustainable and innovative development of small business enterprises. The aim of this study is to develop a toolkit for determining the priority of project planning issues related to the development of small business enterprises based on the marketing conception. Priority issues are defined as those requiring immediate attention, since the managerial decisions developed to address them establish the foundation for solving subsequent tasks associated with the innovative development of business operations. The prioritization of innovation development issues in small enterprises is proposed to be based on expert judgment using expert evaluation techniques, comparison and grouping methods, and the Analytic Hierarchy Process (AHP) to systematize expert opinions, as well as systems analysis methods to examine the principles of forming expert groups. The selection of the most appropriate decision for project planning in small business enterprises can be achieved by combining the practical experience of business owners with the expertise of qualified specialists possessing both practical experience and theoretical knowledge in the relevant subject area. Such an approach makes it possible to evaluate alternative solutions comprehensively and adopt well-founded managerial decisions. The organizational approach to determining the significance of issues arising during the innovative development of small business enterprises under the marketing conception involves several successive stages and the participation of several expert groups. As a result of expert discussions moderated by an independent facilitator, a set of essential components for planning the development of small business activities was identified, representing factors that should not be neglected. Based on a survey of three target expert groups and applying the Analytic Hierarchy Process, the most significant components of planning the development of small business enterprises under the marketing conception were determined. The current security and economic situation in Ukraine have significantly influenced the opinions of the experts. According to their assessments, the opportunities for operating and developing small businesses are highly dependent on the security and stability of the economic environment. At the same time, the results of the conducted analysis enable a more precise identification of planning toolkit components aimed at maximizing the likelihood of entrepreneurial success while minimizing the resources required to achieve it.

Keywords: small business; business planning; entrepreneurial activity; development of economic activity; risks; marketing conception; socially responsible marketing; competitive environment.

Fig.: 2. Tabl.: 11. Formulae: 1. Bibl.: 15.

Krasnonosova Olena M. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Marketing, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61165, Ukraine)
Email: [email protected]

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