INNOVATIVE ACTIVITY OF CORPORATE-INTEGRATED STRUCTURES IN THE SYSTEM OF ACTIVATION OF ORGANIZATIONAL RESOURCES OF MARKETING MANAGEMENT

Viktoriya GONCHAR, Oleksandr YAKUSHEV, Nataliia TRUSHKINA

GONCHAR V., YAKUSHEV O., TRUSHKINA N. (2024), INNOVATIVE ACTIVITY OF CORPORATE-INTEGRATED STRUCTURES IN THE SYSTEM OF ACTIVATION OF ORGANIZATIONAL RESOURCES OF MARKETING MANAGEMENT.
PHILOSOPHY, ECONOMICS AND LAW REVIEW. Volume 4, no. 1, 85-103

DOI: 10.31733/2786-491X-2024-1-85-103

 

Abstract. Nowdays the formation of integrated corporate structures in Ukraine can become one of the tools to counter foreign competitors, the creation of large export-oriented structures that can make investments in enterprises of related industries in order to guarantee their supply of raw materials, sales of products, filling the domestic market with domestic products; consolidation of financial resources of enterprises, stabilization, social condition in the regions of economic presence of companies in view of the creation of new jobs, increase of the tax base through loading of existing and deployment of new productions of their capitalization.

The study of integration processes, their nature, and economic significance made it possible to generalize theoretical definitions of the very essence of integration and its types, to emphasize that in the conditions of modern economic development, one of the forms of integration development is the creation of integrated corporate structures. Integrated corporate structures are an effective form of consolidation of investment resources, knowledge-intensive technologies and production capital, that is, they are the most optimal organizational form of implementing the innovation process.

Considering the purpose of this article is the study of the current problems of the innovative development of corporate-integrated structures in the system of activation of the organizational resource of marketing management and the determination of ways to solve them. To achieve the goal, the methods of analysis and synthesis, induction and deduction, comparison, classification, system approach, statistical analysis, structural and logical generalization were used.

The article studies and summarizes the global experience of corporate management. The Polish practice of successful operation of integrated corporate structures is considered. A statistical analysis of the activities of joint-stock companies in Ukraine was performed. The problematic state of the innovative development of corporate structures of Ukraine is considered and ways to eliminate it are determined. Peculiarities, factors, organizational forms, models, types of scientific, technical and innovative activities of corporate structures in Ukraine were studied. The organizational design of the company is proposed, which is aimed at attracting organizational resources. The priority areas of innovative development of corporate-integrated structures in Ukraine have been determined.

Keywords: corporate integration, corporate integration processes, corporate management, integrated corporate structures, innovative development, innovative activity, marketing management, organizational resource, world experience, Polish practice.

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