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Increasing the competitiveness of enterprises based on the use of marketing management tools

Author

Listed:
  • Pavlenchyk, Nataliia
  • Horbonos, Fedir
  • Pavlenchyk, Anatoliі
  • Skrynkovskyy, Ruslan
  • Pawlowski, Grzegorz

Abstract

Purpose. The purpose of the article is to substantiate the need to use marketing management tools to increase the competitiveness of the enterprise and create a model of interaction of tools in the implementation of marketing strategies. Methodology / approach. The research was conducted on the base of sociological methods by means of statistical questioning of 200 respondent-entrepreneurs, owners, or runners of small business in the Western Region of Ukraine. Using the analysis of variance, the authors of the article studied variation of the results of the sociological investigation on marketing management tools, used for implementation of different strategies of business development. The factorial analysis was used to describe the factor structure of the marketing management tools. The calculations are made with application of the software Statistica 8. Results. Substantiation of the use of marketing tools to increase the competitive advantage of enterprises based on the results of the conducted sociological interviewing of 200 respondent-entrepreneurs, owners or managers of small and medium-sized businesses. Referring to the results of the factorial analysis of marketing management tools, used for implementation of different strategies of business development, the researchers specify three factors. Originality / scientific novelty. For the first time, the model of interaction of marketing management tools in the context of implementation of marketing strategies is formed, and it is investigated a structure of marketing tools at implementation of various strategies of business development to increase competitiveness of the enterprises. Practical value / implications. The main purpose of using marketing management tools is determined, which will allow enterprises to coordinate their marketing activities, optimally allocate resources at all its stages and, as a result, will directly influence the formation and increase the level of competitiveness. The research results can be applied at enterprises of the Western region of Ukraine to provide substantiation of management decisions regarding improving competitiveness on the basis of marketing management.

Suggested Citation

  • Pavlenchyk, Nataliia & Horbonos, Fedir & Pavlenchyk, Anatoliі & Skrynkovskyy, Ruslan & Pawlowski, Grzegorz, 2021. "Increasing the competitiveness of enterprises based on the use of marketing management tools," Agricultural and Resource Economics: International Scientific E-Journal, Agricultural and Resource Economics: International Scientific E-Journal, vol. 7(3), September.
    • Handle: RePEc:ags:areint:314165
    DOI: 10.22004/ag.econ.314165
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    References listed on IDEAS

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    1. Anatolii Kucher & Lesia Kucher & Ruslana Taratula & Lesia Dudych, 2021. "Formation of Sustainable Competitiveness of Enterprises on Soils of Different Quality," International Journal of Information Systems in the Service Sector (IJISSS), IGI Global, vol. 13(3), pages 49-64, July.
    2. Smith, Adam, 1977. "An Inquiry into the Nature and Causes of the Wealth of Nations," University of Chicago Press Economics Books, University of Chicago Press, number 9780226763743 edited by Cannan, Edwin, June.
    3. Štůsek, J. & Kubata, K. & Očenášek, V., 2017. "Strategic Importance of the Quality of Information Technology for Improved Competitiveness of Agricultural Companies And Its Evaluation," AGRIS on-line Papers in Economics and Informatics, Czech University of Life Sciences Prague, Faculty of Economics and Management, vol. 9(4).
    4. Giaime Berti & Catherine Mulligan, 2016. "Competitiveness of Small Farms and Innovative Food Supply Chains: The Role of Food Hubs in Creating Sustainable Regional and Local Food Systems," Sustainability, MDPI, vol. 8(7), pages 1-31, July.
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    1. Tkachenko Tetiana & Pohrebniak Anna & Radchenko Hanna & Liubokhynets Larysa & Budnik Maryna, 2022. "Methodical Principles of the Competitiveness Assessment of Industrial Enterprises in the Conditions of the Circular Economy Formation," Management Theory and Studies for Rural Business and Infrastructure Development, Sciendo, vol. 44(1), pages 95-102, March.
    2. Deshuai Hou & Junnan Yan & Manru Dong, 2024. "Business environment optimization and corporate strategy “Entropy Change”-based on the perspective of corporate strategic focus," Eurasian Business Review, Springer;Eurasia Business and Economics Society, vol. 14(4), pages 1093-1121, December.
    3. Skrynkovskyy, Ruslan & Pavlenchyk, Nataliia & Tsyuh, Svyatoslav & Zanevskyy, Ihor & Pavlenchyk, Anatoliі, 2022. "Economic-mathematical model of enterprise profit maximization in the system of sustainable development values," Agricultural and Resource Economics: International Scientific E-Journal, Agricultural and Resource Economics: International Scientific E-Journal, vol. 8(4), December.

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