A Marketing Strategy for Developing Organizational Culture
Trushkina N. V., Rynkevych N. S.

Trushkina, Nataliia V., and Rynkevych, Natalia S. (2020) “A Marketing Strategy for Developing Organizational Culture.” The Problems of Economy 2:303–311.
https://doi.org/10.32983/2222-0712-2020-2-303-311

Section: Economics and Enterprise Management

UDC 331.1:658.3:338.4(477)

Abstract:
At the present stage of enterprise functioning, problems of transforming organizational culture with the use of marketing tools are particularly relevant. The aim of the article is to substantiate and develop a marketing strategy for managing the development of organizational culture. To achieve this goal, there used the following general scientific research methods: analysis and synthesis, generalization, systematization, logical framework approach, expert survey. The article presents the results of the authors’ marketing research of Ukrainian enterprises functioning in the food, coal, construction industry and the services (transport, consulting, banking, household ones), education, science, government sectors, in order to identify the features of organizational culture. The relationship between marketing and development of organizational culture is proved. The content of the main tasks of marketing in the transformation of organizational culture is revealed. The logical framework of the interaction between management of the development of the culture and the marketing strategy of an enterprise is proposed. A marketing strategy for managing the development of organizational culture is elaborated. It presents a conceptual model of long-term processes of marketing activities that must be implemented to achieve the company’s long-term goals through introduction of self-development programs and continuous improvement of professional qualities of the personnel with the help of digital technologies. This strategy should be formed and implemented according to the following algorithm: risk level assessment; formation of a marketing strategy (analyzing the external and internal marketing environment, determining the prerequisites for the development of the strategy; identifying the strategic goals of the enterprise; establishing the level of subordination of strategies; integrating the strategy for managing the organizational culture development and marketing; elaborating strategic programs; making managerial decisions on the implementation of the strategy; justifying and forming a scenario approach); implementation of the strategy; analysis of the results obtained and control over the implementation of the marketing strategy; resource, organizational, economic, financial and information support for the implementation of the strategy. This will ensure the successful integration of the processes of personnel and marketing activities of an enterprise and effectively transform its culture.

Keywords: enterprise, organizational culture, modernization, directions of transformation, strategic management, marketing strategy, digital technologies, tools, efficiency, effectiveness.

Fig.: 2. Tabl.: 1. Bibl.: 21.

Trushkina Nataliia V. – Candidate of Sciences (Economics), Candidate on Doctor Degree, Research Centre for Industrial Problems of Development of NAS of Ukraine (2 floor 1-a Inzhenernyi Ln., Kharkіv, 61166, Ukraine)
Email: nata_tru@ukr.net
Rynkevych Natalia S. – Leading Specialist, Department of Regulatory Policy and Entrepreneurship Development, Institute of Industrial Economics of NAS of Ukraine (2 Mariia Kapnist Str., Kyiv, 03057, Ukraine)

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