QUALIMETRIC APPROACH TO EVALUATING THE DISTRIBUTION MANAGEMENT STRATEGY OF INNOVATIVE PRODUCTS IN MARKETING LOGISTICS
DOI:
https://doi.org/10.29038/2786-4618-2021-01-175-183Keywords:
distribution, strategic activity, strategy, chemical industry, company, consumer, innovative products, marketing logistics.Abstract
Strategic activities to ensure innovation processes, combining the development, direct production and distribution of new products, aimed primarily at improving the company's products, interaction with consumers, search and expansion of new markets ets. From these perspectives, evaluating a distribution management strategy that meets the needs and demands of consumers is an important step in improving a company's efficiency. The article evaluates the strategy of managing the distribution of innovative products in the marketing logistics of a chemical company from the standpoint of consumers on the basis of a qualimetric approach. According to the results of the evaluation, it was found that the strategy needs to be improved by increasing the rate of profit compared to the rate of price growth. There is also a set of recommendations for improving the strategy of managing the distribution of innovative products in marketing logistics in accordance with the prospects of the consumer, which is the basis for the methodology of choosing the most objective strategic alternative in a chemical company.
The object of research is the process of evaluating the strategic activities of the distribution management by innovative products. The information base consists of information-analytical reports of the chemical industry company, scientific works of domestic and foreign scientists in the field of marketing logistics, innovation marketing and innovation management, data collected by the author of the chemical industry. In the study, the author used a qualimetric approach, the Spearman rank correlation coefficient. The obtained results can be further used for research and comparison of other industrial enterprises in different industries.
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2. Zolters S. Analysing and Improving the Sales Strategy and Process Case: Robert Bosch Oy. Retrieved from https://www.theseus.fi/bitstream/handle/10024/129374/Kuosa_Samuel.pdf?sequence=1 [in English].
3. Official website of HubSpot, Inc. Retrieved from https://www.hubspot.com/sales/sales-strategy [in English].
4. Storbacka, K., Ryals, L., Davies, I., Nenonen, S. (2009). The changing role of sales: viewing sales as a strategic, cross-functional process. European Journal of Marketing, Vol. 43, No. 7/8, pp. 890-906. Retrieved from https://core.ac.uk/download/pdf/140054.pdf [in English].
5. Illiashenko, S. (2010). Stratehichne upravlinnia innovatsiinoiu diialnistiu pidpryiemstva na osnovi marketynhu innovatsii [Strategic management of enterprise innovative activity basing on marketing of innovations]. Actual Problems of Economics, 12, 2010, pp. 111-119 [in Ukrainian].
6. Babenko, V.A. (2013). Formirovaniie ekonomiko-matematicheskoi modeli dinamiky protsessa upravleniia innovatsionnymi tekhnolohiiami na predpriiatiiakh APK [Formation of economic-mathematical model for process dynamics of innovative technologies management at agroindustrial enterprises]. Actual Problems of Economics, 1 (139), pp. 182-186 [in Russian].
7. Babenko, V. (2019). Formalization of the Model of Management of the Technological Innovations. CEUR Workshop Proceedings, 2393, pp. 595-602. Retrieved from http://ceur-ws.org/Vol-2393/paper_431.pdf [in English].
8. Babenko, V., Romanenkov, Yu., Yakymova, L., Nakisko, A. (2017). Development of the model of minimax adaptive management of innovative processes at an enterprise with consideration of risks. Eastern-European Journal of Enterprise Technologies, Vol. 5, No. 4 (89), pp. 49-56. Retrieved from https://doi.org/10.15587/1729-4061.2017.112076 [in English].
9. Pererva, P., Besprozvannykh, O., Tiutlikova, V., Kovalova, V., Kudina, O., Dorokhov, O. (2019). Improvement of the Method for Selecting Innovation Projects on the Platform of Innovative Supermarket. TEM Journal, 8 (2), pp. 454-461. https://doi.org/10.18421/TEM82-19 [in English].
10. Huang, S., Jiang. H. (2018). Multimodal estimation of distribution algorithm based on cooperative clustering strategy. Chinese Control And Decision Conference (CCDC), 5297-5302. Retrieved from https://ieeexplore.ieee.org/document/8408052. doi: 10.1109/CCDC.2018.8408052 [in English].
11. Wang, L., Fan, H., Gong, T. (2018). The Consumer Demand Estimating and Purchasing Strategies Optimizing of FMCG Retailers Based on Geographic Methods. Sustainability, 10. Retrieved from https://doi.org/10.3390/su10020466 [in English].
12. Kurbatska, L., Ilchenko, T., Kadyrus, I. (2016). Teoretychni aspekty marketynhovoho zabezpechennia efektyvnoi rozpodilcho-zbutovoi polityky ahrarnoho pidpryiemstva [Theoretical aspects of marketing support for an effective distribution policy in an agricultural enterprise]. Scientific bulletin of Kherson State University, 21 (1), pp. 122-126. Retrieved from https://dspace.dsau.dp.ua/jspui/bitstream/123456789/240/1/%d0%a1%d1%82%d0%b0%d1%82%d1%82%d1%8f_%d0%9a%d1%83%d1%80%d0%b1%d0%b0%d1%86%d1%8c%d0%ba%d0%b0%2c%20%d0%86%d0%bb%d1%8c%d1%87%d0%b5%d0%bd%d0%ba%d0%be%2c%20%d0%9a%d0%b0%d0%b4%d0%b8%d1%80%d1%83%d1%81.pdf [in Ukrainian].
13. Polishchuk, I. (2015). Otsinka efektyvnosti marketynhovoi stratehii pidpryiemstva [Еvaluation of effectiveness of enterprise marketing strategy]. Problems of theory and methodology of accounting, control and analysis, 3 (33), pp. 259-271. Retrieved from http://eztuir.ztu.edu.ua/bitstream/handle/123456789/2582/24.pdf?sequence=1&isAllowed=y [in Ukrainian].
14. Persaud, N., Woodhouse-Jackson, M., & Scriven, M. (2016). Enhancing the Strategic Management Process Through the Use of Professional Evaluation Methods and the Logic of Evaluation. Journal of MultiDisciplinary Evaluation, 12 (26), 1-11. Retrieved from https://www.academia.edu/23582472/Enhancing_the_Strategic_Management_Process_Through_the_Use_of_Professional_Evaluation_Methods_and_the_Logic_of_Evaluation Otsinka efektyvnosti marketynhovoi stratehii pidpryiemstva [in English].
15. Rivera, B., Becker, P., Papa, F., Olsina, L. (2016). A Holistic Quality Evaluation, Selection and Improvement Approach driven by Multilevel Goals and Strategies. CLEI Electronic Journal, 19 (3). Retrieved from http://www.scielo.edu.uy/scielo.php?script=sci_arttext&pid=S0717-50002016000300054 [in English].
16. Norton, S., Milat, A., Edwards, B., & Giffin, M. (2016). Narrative review of strategies by organizations for building evaluation capacity. Evaluation and Program Planning, 58, 1-19. Retrieved from https://www.sciencedirect.com/science/article/pii/S0149718915300616 [in English].
17. Rintanen, J. (n.d.). Evaluation Strategies for Planning as Satisfiability. Retrieved from https://users.aalto.fi/~rintanj1/jussi/papers/Rintanen04ecai.pdf [in English].
18. Kara, N. (2016). Vydy stratehii ta otsiniuvannia vplyvu faktoriv zovnishnoho seredovyshcha na diialnist pidpryiemstva [Strategy kinds and estimation of external environment factors influence activity of enterprise]. Retrieved from http://ena.lp.edu.ua/bitstream/ntb/34889/1/16_97-102.pdf [in Ukrainian].
19. Savytska, N., Chmil, H., Hrabylnikova, O., Pushkina, O., Vakulich, M. (2019). Behavioral models for ensuring the security of functioning and organizational sustainability of the enterprise. Journal of Security and Sustainability, 9(1), 63-76. DOI: 10.9770/jssi.2019.9.1(6) [in English].
20. Seredynska, V., Zahorodna, O. (2016). Napriamy vdoskonalennia stratehichnoho upravlinnia na pidpryiemstvi [Ways of the strategic management improvement of a company]. Economy and Society, 3, 276-285. Retrieved from http://www.economyandsociety.in.ua/journal/3_ukr/49.pdf [in Ukrainian].
21. Shorikov, A., Babenko, V. (2014). Optymyzatsyia harantyrovannoho rezultata v dynamycheskoi modely upravlenyia ynnovatsyonnыm protsessom na predpryiatyy [Optimization of assured result in dynamical model of management of innovation process in the enterprise of agricultural production complex]. Economy of Region, 1, 196-202. DOI: 10.17059/2014-1-18 [in Russian].
22. Bilovodska, О. (2016). Formuvannia i realizatsiia investytsiinykh stratehii innovatsiinoho rozvytku pidpryiemstv: sutnist, osnovni skladovi ta otsinka [Formation and implementation of investment strategies for innovative development of enterprises: essence, main components and evaluation]. Business Inform, 11, 204-210 [in Ukrainian].
23. Gryshchenko, I., Chubukova, O., Bilovodska, O., Gryshchenko, O., Melnyk, Yu. (2020). Marketing-oriented Approach to Evaluating the Strategy of Distribution Management for Innovative Products in Logistics. WSEAS Transactions on Environment and Development, 16 (37), 371-383. https://doi.org/10.37394/232015.2020.16.37 [in English].
24. Official site JSC «Sumykhimprom». (2020). Retrieved from http://sumykhimprom.com.ua/ua/company/ [in Ukrainian].
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Published
2021-03-28
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Entrepreneurship trade and exchange activities
How to Cite
[1]
2021. QUALIMETRIC APPROACH TO EVALUATING THE DISTRIBUTION MANAGEMENT STRATEGY OF INNOVATIVE PRODUCTS IN MARKETING LOGISTICS. Economic journal of Lesya Ukrainka Volyn National University. 1, 25 (Mar. 2021), 175–183. DOI:https://doi.org/10.29038/2786-4618-2021-01-175-183.
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