Synchronization of marketing strategies with company restructuring

Authors

DOI:

https://doi.org/10.15587/1729-4061.2025.326377

Keywords:

marketing strategy, Kohonen maps, business adaptation, enterprise development, competitive advantage

Abstract

The object of this study is the process of interaction and further synchronization of marketing strategies of enterprises during restructuring changes. The problem addressed is the lack of a systematic approach to the synchronization of marketing strategies in the processes of enterprise restructuring.

The main results reported here include methodological principles that were formed aimed at the synchronization of marketing strategies in the process of enterprise restructuring, which harmonizes marketing with increasing the level of market competitiveness of the enterprise; and a methodological approach that was devised to apply cluster analysis and Kohonen maps to assess the strength of synchronization of marketing strategies in the processes of restructuring; as well as a conceptual model of synchronization of marketing strategies in the processes of enterprise restructuring that was built considering measures to optimize marketing approaches for enterprises in different clusters, taking into account the strategic priorities of their further market development.

Innovative methodological approaches to the implementation of marketing strategies in the mechanisms of enterprise restructuring have been substantiated and explained in detail. The application of cluster analysis based on Kohonen maps made it possible to identify three typological groups of enterprises according to the criterion of depth of application and direction of strategic development for each of the selected clusters.

The results could be used in the processes of devising strategies for the transformation of enterprises in various domains of economic activity, in particular in the planning and implementation of restructuring measures aimed at increasing the level of competitiveness, digital modernization, development of production, and environmental responsibility. The proposed model of cluster analysis using Kohonen maps could be implemented in the activities of enterprises in various realms of economic activity to diagnose the level of marketing maturity and form targeted strategic decisions taking into account the specificity of the industry

Author Biographies

Viacheslav Makedon, Oles Honchar Dnipro National University

Doctor of Economics Sciences, Professor

Department of International Economics and World Finances

Valentin Myachin, Dnipro State University of Internal Affairs

Doctor of Economic Sciences, PhD

Department of Analytical Economics and Management

Polina Sokol, Oles Honchar Dnipro National University

PhD, Associate Professor

Department of Marketing and International Management

Svitlana Hordiichuk, Oles Honchar Dnipro National University

Department of Marketing and International Management

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Synchronization of marketing strategies with company restructuring

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Published

2025-04-22

How to Cite

Makedon, V., Myachin, V., Sokol, P., & Hordiichuk, S. (2025). Synchronization of marketing strategies with company restructuring. Eastern-European Journal of Enterprise Technologies, 2(13 (134), 71–81. https://doi.org/10.15587/1729-4061.2025.326377

Issue

Vol. 2 No. 13 (134) (2025): Transfer of technologies: industry, energy, nanotechnology

Section

Transfer of technologies: industry, energy, nanotechnology

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Copyright (c) 2025 Viacheslav Makedon, Valentin Myachin, Polina Sokol, Svitlana Hordiichuk

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