Інтеграція системи управління маркетингом як необхідна умова цифрової трансформації підприємства
Дата
2021
Науковий керівник
Укладач
Редактор
Назва журналу
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Номер E-ISSN
Назва тому
Видавець
Анотація
Розвиток інформаційно-комунікаційних технологій (ІКТ) упродовж останніх десятиліть призвів до радикальних змін процесів функціонування підприємств, умов здійснення маркетингової політики. У багатьох видах діяльності відбуваються зміни технологічного укладу, пов’язані з розривом та видозміною ланцюгів створення цінності, появою товарів та послуг, для яких цифрові ІКТ є необхідною умовою створення та споживання. Ці процеси дають можливість говорити про цифрову трансформацію усієї соціоекономічної системи та про розвиток її специфічної підсистеми – цифрової економіки [1, 2]. За цих умов успішна цифрова трансформація підприємства та розвиток цифрового маркетингу стають неодмінною умовою забезпечення ефективності його функціонування.
The article addresses the form of the relationship between marketing and the development of the socio-technological system, which crucially contributes to entire socio-economic development and growth in general. Socio-technological system constitutes a framework in which growth, development and dissemination of innovations takes place. Socio-technological regime being a central part of the whole system plays a role of the pillar thereof. Socio-technological regime evidently effects economic development and growth through creation and development of innovations. The article is aimed at analysis of relationship between marketing and the development of the socio-technical system. Supposed relationships are examined in multi-level framework, in which three levels are distinguished: innovative environment, socio-technological regime and socio-technological landscape. Changes take place on different levels at a different pace. Marketing impacts growth by assuring right reaction to expressed unsatisfied needs (reactive mode), and by creating new value propositions, not foreseen by customers at the moment (proactive mode). This impact is manifested through both the micro and the macro level. Through the development of innovations at the micro level, marketing plays an important role in the development of the entire socio-economic system. This role is being revealed in the selection of innovations by comparing the essence of innovation to market opportunities created, when an idea gathered momentum, or (and) reflected by changes in the socio-technological landscape, as well as due to the spread of successful consumer experience, including beyond the boundaries of a separate socio-economic system (macro level). The socio-technological regime is affected by selecting and disseminating innovations, that is, under the influence of both changes in the socio-technical landscape and the innovation environment. Further studies aimed at societal systems are supposed to be undertaken. It has been also suggested that indicators of the effectiveness and efficiency of the marketing system can be traced to the level of development of innovations, on the one hand, and the level and quality of life of consumers, on the other.
The article addresses the form of the relationship between marketing and the development of the socio-technological system, which crucially contributes to entire socio-economic development and growth in general. Socio-technological system constitutes a framework in which growth, development and dissemination of innovations takes place. Socio-technological regime being a central part of the whole system plays a role of the pillar thereof. Socio-technological regime evidently effects economic development and growth through creation and development of innovations. The article is aimed at analysis of relationship between marketing and the development of the socio-technical system. Supposed relationships are examined in multi-level framework, in which three levels are distinguished: innovative environment, socio-technological regime and socio-technological landscape. Changes take place on different levels at a different pace. Marketing impacts growth by assuring right reaction to expressed unsatisfied needs (reactive mode), and by creating new value propositions, not foreseen by customers at the moment (proactive mode). This impact is manifested through both the micro and the macro level. Through the development of innovations at the micro level, marketing plays an important role in the development of the entire socio-economic system. This role is being revealed in the selection of innovations by comparing the essence of innovation to market opportunities created, when an idea gathered momentum, or (and) reflected by changes in the socio-technological landscape, as well as due to the spread of successful consumer experience, including beyond the boundaries of a separate socio-economic system (macro level). The socio-technological regime is affected by selecting and disseminating innovations, that is, under the influence of both changes in the socio-technical landscape and the innovation environment. Further studies aimed at societal systems are supposed to be undertaken. It has been also suggested that indicators of the effectiveness and efficiency of the marketing system can be traced to the level of development of innovations, on the one hand, and the level and quality of life of consumers, on the other.
Опис
Ключові слова
інформаційно-комунікаційні технології, маркетинг, цифрова трансформація підприємства
Бібліографічний опис
Marketing of innovations. Innovations in marketing (2021). Materials of the International Scientific Internet Conference (December, 2021). Bielsko-Biala: WSEH. [E-edition] / За ред. С. М. Ілляшенка, Bielsko-Biala: University of Economics and Humanities, 2021.