Integration of energy independence into marketing strategies of small and medium-sized enterprises: state support and profitability analysis

Authors

DOI:

https://doi.org/10.15587/2706-5448.2025.326703

Keywords:

energy sustainability, business, green marketing, marketing strategies, government assistance, cost reduction, profitability

Abstract

The object of research is the marketing strategy of energy independence of enterprises. One of the most problematic areas is determining the effectiveness of energy independence marketing strategies and their profitability due to limited access to official data, investment statistics, and reports on state programs for calculations.

The research used various methods. The logical method was used to justify the feasibility of energy independence, system analysis helped to assess its benefits and risks. Systematization and generalization methods were used to identify the main components of the concept, expert assessments were used to collect information, and statistical methods were used to assess the profitability of the activity.

The research results confirm that the implementation of a marketing strategy for energy independence of small and medium-sized enterprises, taking into account state support, can reduce electricity costs. Savings can range from 20 to 40 % over 5–7 years. The implementation of energy-efficient solutions contributes to an increase in the profitability of the activity by 3–5 %, which in the long term will lead to an increase in profit by up to 50 %. This is due to the fact that the proposed model of the marketing strategy for energy independence is to attract investment and state aid.

This provides the opportunity to reduce costs for alternative energy, increase profits due to business sustainability and increase the attractiveness of enterprises for environmentally conscious consumers and investors.

Compared to similar well-known traditional approaches to the so-called “green marketing”, the implementation of the concept of energy independence provides significant advantages. The application of this concept in the marketing communications system of small and medium-sized businesses contributes to an increase in the level of trust from stakeholders. In particular, it ensures an increase in profitability due to state support and attraction of investments in energy-efficient technologies and alternative energy sources.

Author Biographies

Viktoriіa Adamovska, Kryvyi Rih National University

PhD, Head of Department

Department of Marketing, Accounting, Taxation and Public Administration

Ievgeniia Mishchuk, Kryvyi Rih National University

Doctor of Economic Sciences, Professor

Department of Marketing, Accounting, Taxation and Public Administration

Diana Denysenko, Kryvyi Rih National University

Department of Marketing, Accounting, Taxation and Public Administration

Polina Porosla, Kryvyi Rih National University

Department of Marketing, Accounting, Taxation and Public Administration

Iryna Dashko, Zaporizhzhia National University

Doctor of Economic Sciences, Professor

Department of Human Resources Management and Marketing

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Integration of energy independence into marketing strategies of small and medium-sized enterprises: state support and profitability analysis

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Published

2025-04-12

How to Cite

Adamovska, V., Mishchuk, I., Denysenko, D., Porosla, P., & Dashko, I. (2025). Integration of energy independence into marketing strategies of small and medium-sized enterprises: state support and profitability analysis. Technology Audit and Production Reserves, 2(4(82), 24–32. https://doi.org/10.15587/2706-5448.2025.326703

Issue

Vol. 2 No. 4(82) (2025): Economics of enterprises. Macroeconomics

Section

Economics and Enterprise Management

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Copyright (c) 2025 Viktoriіa Adamovska, Ievgeniia Mishchuk, Diana Denysenko, Polina Porosla, Iryna Dashko

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