Features of modern strategic market-oriented activity of enterprises

O.V. Prokopenko1,2, R. Kornatowski3,4
1. University of Bielsko-Biala (Bielsko-Biala, Poland)
2. Kyiv National University of Technology and Design (Kyiv, Ukraine)
3. Sumy State University (Sumy, Ukraine)
4. Merrit Group LLC (Warsaw, Poland)
295 - 303
Cite as:
Prokopenko, O. V., & Kornatowski, R. (2018). Features of modern strategic market-oriented activity of enterprises. Marketing and Management of Innovations, 1, 295-303. http://doi.org/10.21272/mmi.2018.1-22


The article is devoted to the research of features of modern strategic market-oriented activity of enterprises. According to the results of a retrospective analysis of the work of the Nobel laureates in economics, academics and practitioners on market-oriented activities, it was noted that unpredictable situations that require attention to the needs and demands of consumers are becoming more widespread in the market. Such activity is evolutionarily grounded and, despite the drawbacks and risks, is effective and should be implemented.

The main result. The evolution orientation of activity in the market, which demonstrates that the era of mobile marketing has come to the fore in the era of relations, which is confirmed by the emergence of new business models, new technologies and new demands of customers, more powerful than before, which testify to the urgent need to develop their own strategic market-oriented activity by each enterprise has been explored. Specific features of modern activity are highlighted. In particular, it is noted that the introduction of mobile technologies is effective both for manufacturers and for consumers, as it will allow not only to radically improve production business processes, but also to accelerate the processes of information consumption. The analysis of the features of existing models of market-oriented activity, studied modern scholars and practitioners, made it possible to distinguish their specific characteristics, which make it possible to better understand the essence of modern requirements for market orientation, which can be used in the development and implementation of the market strategy of the enterprise. Study of individual risks of market orientation, which can be minimized by the company's own forces, confirmed its expediency. The strategic market-oriented activity of commodity producers is urgent and given the actual reactions of the markets and the constant need for enterprises to work stably, which prompts them to find the optimal state of compliance with the fluid requirements of the environment. Presence of declared cultural values of the enterprise allows not only to create a team of associates, to quickly implement the best achievements of scientific and technological progress, but also to implement the modern philosophy of social responsibility of business, which is extremely important when entering new markets and identifying the advantages of this economic entity.

Conlusions. The feasibility of strategic market-oriented activities for economic entities is determined by the necessity: to meet the requirements of modern market activity; to implement the business philosophy of transversal corporate responsibility; to create cultural values of the organization; to implement the best results of scientific and technological development; to increase business efficiency over time; to provide economic stability; to provide economic security; provide inter-functional coordination. The results of this study can be used in the practical activities of modern business entities in the choice of development directions and as a basis for further development of market strategies of industrial enterprises.


market, market-oriented activity, models, market strategy, market risks

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