OLENA Y. CHYGRYN, OLEG M. OLEFIRENKO, MARYNA Y. HERASYMENKO, KATERYNA V. SEVCHENKO
Modern Marketing Strategies for Development of the Company's Green Competitiveness
(original language – English)
https://doi.org/10.21272/mer.2021.94.04
The globalization of economic development, the expansion of digitalization processes, the transformation of marketing channels for the promotion of goods and services, as well as the peculiarities of enterprises is gaining new relevance. From this perspective, digital omnichannel strategies can potentially drive the growth of traditional economic performance and ensure the competitiveness of businesses. The article considers the theoretical basis for the implementation of omnichannel strategies for the development of the green competitiveness of enterprises. The authors summarized the existing scientific and applied experience in the implementation of omnichannel strategies. With the help of the Google Trends toolkit, a trend analysis was conducted, which outlined the scientific interest and interest of the business community. The results of trend analysis showed a gradual increase in interest in the search for and implementation of optimal ways of communication in marketing for the development of green competitiveness. In terms of interest, the leading countries are Germany, France, Canada and the United States. In addition to the existing ones, the following criteria are proposed, which reflect the degree of unification of marketing communication channels for the formation of green competitiveness of enterprises: differentiation of communication channels; absence of stakeholders losses when changing the communication channel; taking into account the experience of stakeholders in each iteration of communication with him; convergence of traditional and digital channels of development of green competitiveness of enterprises; use of brand identity in communication with stakeholders; personalization of stakeholders. The obtained results of the analysis and their graphical interpretation are relevant and form the basis for a better understanding of the problems of the omnichannel approach and search for promising ways to implement it in the formation of green competitiveness of enterprises.
Key words: marketing strategies, omnichannel marketing, digital marketing, green competitiveness.
Placed in №4, 2021.
Affiliations:
Olena Y. Chygryn, C.Sc. (Economics), Associate Professor, Department of Marketing, Sumy State University;
Oleg M. Olefirenko, C.Sc. (Economics), Junior Researcher, Department of Marketing, Sumy State University;
Maryna Y. Herasymenko, C.Sc. (Marketing), Phd Student, Department of Marketing, Sumy State University;
Kateryna V. Shevchenko, C.Sc. (Marketing), Student, Department of Marketing, Sumy State University
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