THE ROLE OF THE MARKETING STRATEGY OF ENTERPRISES IN ENSURING SUSTAINABLE DEVELOPMENT OF THE ECONOMY

Dmytro Protsenko

doi:10.32782/2415-3583/40.10

Dmytro Protsenko Zaporizhzhia National University https://orcid.org/0009-0006-9285-9382

DOI: https://doi.org/10.32782/2415-3583/40.10

Keywords: dual-purpose marketing, sustainable development, mathematical model, conceptual model, strategic development vectors, risks, marketing strategies

Abstract

Based on the research results, the transformation of marketing under martial law conditions was determined, and sustainable development was clarified with a focus on business resilience and recovery. The concept of «dual-purpose marketing» was formed, alongside the «I_ISARR» mathematical-conceptual model, which utilizes the indicators R_score, G_score, and K_risk to assess resilience and risks. Their components were analyzed, and a scale of the enterprise’s state ranging from vulnerability to strategic resilience was proposed. The model combines crisis management with economic, social, and environmental recovery. The practical value lies in the provided recommendations regarding product portfolio, logistics, ESG communications, and HR policy, with the possibility of quantitatively assessing these results. The effect of integrating shared value, circular, and regenerative marketing with digital tools was demonstrated. The defined theoretical novelty consists of the integration of crisis and sustainability approaches, while the practical significance lies in the formation of a resilience toolkit for SMEs.

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