Organizational and economic mechanism for adapting a company’s marketing strategy in the digital environment
DOI:
https://doi.org/10.37772/2309-9275-2025-1(24)-9Keywords:
organizational and economic mechanism, adaptation, strategy, enterprise marketing strategy, human capital, competitiveness, digital environmentAbstract
The article explores the theoretical and practical aspects of developing an organizational and economic mechanism for adapting a company’s marketing strategy in the context of digital economic transformation. Emphasis is placed on the need for comprehensive transformation of marketing activities, covering both digital infrastructure (creation of a multilingual website, implementation of CRM, SEO, email marketing) and strategic presence in the international business environment (participation in B2B platforms, content strategies with an environmental focus, international communications). The feasibility of applying a systematic approach to managing marketing changes is substantiated through the implementation of five functional blocks: analytical, strategic, organizational, instrumental, and evaluation-corrective. It is determined that such a mechanism ensures flexibility, adaptability, and stability of the marketing strategy under conditions of external turbulence, wartime economy, limited resources, and intense competition. The practical significance of the findings lies in the ability to apply the proposed mechanism to improve the marketing strategies of enterprises seeking to internationalize, ensure sustainable development, and strengthen competitive positions in the digital economy.
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