Ocultar
Exibir todos
Enviar artigo via e-mail RISK MANAGEMENT OF STRATEGIC MARKETING IN MODERN BUSINESS PROJECTS
Resumo
Background: Today's business is conducted in a highly competitive environment. Adoption of adequate decisions requires a deep, comprehensive assessment of the situation and a reliable forecast of events development. Any enterprise operations are accompanied by risks, which is why there is a need to create and apply marketing strategies within the competence of different divisions. Goal: The purpose of the study reported in the article is to develop methods for assessing the effectiveness and risk level of a marketing strategy of the company's activities relevant in today's economic environment. Methods: The methodological basis of the study are the existing approaches to assessing the degree of marketing strategy risks: stochastic programming methods, the decision tree method, and the method of statistical decisions. Results: The analysis of quantitative methods for the analysis of management decisions in terms of the implementation of marketing strategies of industrial companies is carried out. The sequence of the process of strategic marketing risk management is proposed. Competitive risks in the system of strategic marketing risk management are assessed. Conclusion: The conducted work points to the assessment criteria for the concept of risk management in modern conditions. The main features of the concept should be integration, continuity, and comprehensiveness. This will enable the control and monitoring of various current and future risk situations, revealing the consequences of subjects' actions in risk situations. Implementation of the proposed concept will decrease or eliminate negative results in the formulated and implemented tasks.
Palavras-chave
Texto completo:
PDF (English)Referências
Andreichikov, A.V., & Andreichikova, O.N. (2018). Sistemnyi analiz i sintez strategicheskikh reshenii v innovatike: Osnovy strategicheskogo innovatsionnogo menedzhmenta i marketinga [System analysis and synthesis of strategic decisions in innovation: Foundations of strategic innovation management and marketing]. Moscow: KD Librokom, 248 p.
Foss, N.J. (2007). Scientific progress in strategic management: The case of the resource-based view. International Journal of Learning and Intellectual Capital, 4(1/2), 29-46.
Gavrilova, T., Alsufyev, A., & Yanson, A.-S. (2014). Modern notation of business models: Visual trend. Foresight-Russia, 8(2), 56-70.
Kameneva, N.G., & Poliakov, V.A. (2016). Marketingovye issledovaniia [Marketing research]. Moscow: Williams, 567 p.
Khrustalev, E.Iu., & Slavianov, A.S. (2011). Problemy formirovaniia investitsionnoi strategii innovatsionno-orientirovannogo ekonomicheskogo rosta [Formation problems of an investment strategy in innovation-oriented economic growth]. Problemy prognozirovaniya, 3(126), 19-30.
Khrutskii, V.E., & Korneeva, I.V. (2018). Sovremennyi marketing: Nastolnaia kniga po issledovaniiu rynka [Modern marketing: Handbook for market research]: Training manual. 3rd ed., revised and supplemented. Moscow: Finance and Statistics, 560 p.
Kiseleva, I.A., & Iskadzhian, S.O. (2017). Metody otsenki effektivnosti i stepeni riska marketingovykh strategii [Methods for assessing the effectiveness and risk level of marketing strategies]. ITportal, 1(13), 1-8.
Kiseleva, I.A., & Simonovich, N.E. (2013). Psikhologicheskie aspekty innovatsionnogo podkhoda k obucheniiu rukovoditelei predpriiatii [Psychological aspects of the innovative approach to training enterprise executives]. National Interests: Priorities and Security, 9(43(232)), 54-57.
Kiseleva, I.A., & Simonovich, N.E. (2016a). Osobennosti otsenki riskov i rol motivatsii v period krizisa [Peculiarities of risk assessment and the role of motivation in times of crisis]. Moscow: Novaya realnost, 136 p.
Kiseleva, I.A., & Simonovich, N.E. (2016b). Problemy bezopasnosti i riska s pozitsii psikhologa i ekonomista [Problems of safety and risk from the perspective of a psychologist and economist]. Moscow: Novaya realnost, 148 p.
Koliada, A. (2014). Marketing, kotoryi rabotaet. Sozdanie effektivnoi marketingovoi strategii v otechestvennykh usloviiakh [Marketing that works. Creating an effective marketing strategies in domestic conditions]. 2nd ed. EMAS Business School Publishing House.
Kotler, P., Armstrong, G., Wong, V., & Saunders, J. (2015). Osnovy marketinga [Principles of marketing]. 5th European edn. Moscow: Williams, 752 p.
Mason, K., & Spring, M. (2011). The sites and practices of business models. Industrial Marketing Management, 40(6), 1032-1041. https://doi.org/10.1016/j.indmarman.2011.06.032
Morrow, J.L., Sirmon, D.G., Hitt, M.A., & Holcomb, T.R. (2007). Creating value in the face of declining performance: Firm strategies and organizational recovery. Strategic Management Journal, 8(3), 271-283. http://dx.doi.org/10.1002/smj.579
Naumov, V.N. (2020). Strategicheskii marketing: Uchebnik [Strategic marketing: Textbook]. 2nd ed., revised and supplemented. Moscow: Infra-M, 356 p.
Pashkus, N.A., Surzhikova, A.V., Pashkus, M.V., Pashkus, N.A., & Ermakov, Yu.V. (2020). Strategicheskii marketing: Uchebnik i praktikum dlia vuzov [Strategic Marketing: Textbook and practical manual for universities]. Moscow: Iurait, 225 p.
Porter, M. (2005). Konkurentnoe preimushchestvo: Kak dostich vysokogo rezultata i obespechit ego ustoichivost [Competitive advantage: Creating and sustaining superior performance]. Moscow: Alpina Business Books, 715 p.
Prazdnichnykh, A.N. (2013). Postroenie innovatsionnoi ekonomiki dlia budushchego [Building an innovation economy for the future]. Russian Management Journal, 11(2), 107-150.
Rebrova, N.P. (2021). Strategicheskii marketing [Strategic marketing]. Moscow: Iurait, 186 p.
Roganian, S.A., Sosnitskaia, E.E., & Burgun, N.V. (2017). Marketingovaia strategiia i ee rol v razvitii organizatsii [Marketing strategy and its role in the development of the organization]. Scientific and Practical Journal "Management and Economics in the XXI Century", 2, 25-29.
Smirnova, P.V. (2018). Traditsionnye i novye biznes-modeli v usloviiakh tsifrovogo razvitiia ekonomiki [Traditional and new business models in the conditions of digital development of the economy]. In M. A. Menshikova, L. V. Gorelova (Eds.), Business development in the digital economy (pp. 36-46). Moscow: Nauchnyy konsul'tant.
Teece, D.J., Pisano, G., & Shuen, A. (2003). Dinamicheskie sposobnosti firmy i strategicheskoe upravlenie [Dynamic capabilities and strategic management]. Vestnik SPbGU. Ser.8: Menedzhment, 4(32), 133-185.
Timmers, P. (1998). Business models for electronic markets. Electronic Markets, 8(2), 3-8. http://dx.doi.org/10.1080/10196789800000016
Zinnurov, U.G. (2018). Strategicheskoe marketingovoe planirovanie i upravlenie na predpriiatii: Uchebnoe posobie [Strategic marketing planning and management at the enterprise: Training manual]. Moscow: Moscow Aviation Institute, 358 p.
DOI: http://dx.doi.org/10.21902/Revrima.v6i39.6269
Apontamentos
- Não há apontamentos.
Revista Relações Internacionais do Mundo Atual e-ISSN: 2316-2880
Rua Chile, 1678, Rebouças, Curitiba/PR (Brasil). CEP 80.220-181
