2024 1(46) 18

Marketing Strategies and Economic Risks of Digitalization of Integration and Diversification Processes in Corporate Management

Gedz M. I.
Doctor of Economic Sciences, professor
ORCID https://orcid.org/0000-0002-2040-4673
e-mail: gedz_ck@ukr.net,
Private institution of higher education “East European University named after Rauf Ablyazov”, Cherkasy,
Vyshnevska V. V.
PhD in Economic Sciences, Associate Professor
ORCID https://orcid.org/0000-0003-4343-2455
e-mail: vishnevska9181@gmail.com,
Central Ukrainian National Technical University, Kropyvnytskyi,
Naumenko S. D.
private entrepreneur
ORCID https://orcid.org/0009-0007-5602-406X
email: naum97sergey@gmail.com,
Lviv

Citation Format
Gedz, M. I., Vyshnevska, V. V., Naumenko, S. D. (2024). Marketing Strategies and Economic Risks of Digitalization of Integration and Diversification Processes in Corporate Management. Vіsnyk ekonomіchnoі nauky Ukraіny, 1 (46), рр. 131-138. DOІ: https://doi.org/10.37405/1729-7206.2024.1(46).131-138

Language
 Ukrainian

Resume
The article examines the integration and diversification processes of corporate associations, which require a balanced approach to economic management and innovation. Economic strategies and risks of innovative management in the context of integration and diversification processes of corporate associations are considered.
The stages of formation of a complex strategy for managing the development of the enterprise, based on deterministic-resultative technology, are defined and described. Expected results at each stage of strategy implementation are specified. The importance of introducing a separate component at the stage of assessing the influence of stakeholders on the development of the enterprise and obtaining the maximum synergistic effect from diversification and integration development is argued. It is shown that this approach contributes to the optimal arrangement of the strategic pyramid for the development of an effective strategic set of enterprise development management, especially in the conditions of neo-technological reproduction.
It is proposed to implement the process of forming a comprehensive strategy for managing the development of a corporate enterprise, which takes into account the neo-technological conditions of reproduction and is based on a general scientific approach to the creation of deterministic-resultative technology. By creating a synergistic strategic set based on the strategic pyramid for enterprises, it becomes possible to choose the right direction of development and ensure higher efficiency in building their potential with the help of optimally effective interaction of business units.

Keywords
marketing strategies, corporate management, economic risks, integration processes, innovative development.

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