Pp. 3-9

DOI: 10.24412/2071-3762-2023-2308-3-9
Prospective Directions of Small Business Marketing Strategies Efficiency Growth on the Basis of Systemic Digital Transformation and Integration

Miftakhov Ruslan Tolgatovich Degree Candidate of Management and Marketing Department, Belgorod State National Research University; 85, Pobedy St., Belgorod, Russia, 308015 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The relevance of the scientific article is justified by the systematic decline in scale of activity and competitiveness of small entrepreneurial structures on local, regional and national markets in various kinds of economic activity on the background of availability and possibility of realization of efficiency growth potential inherent in the functional digital transformation of marketing strategies. The institutional aspect of development, implementation and evaluation of marketing strategies effectiveness in small businesses of various types is characterized by the initial level of scientific research related to naming the target marketing profiles and sources of competitiveness which need systematic consideration, deepening and improvement. Marketing tools of support and promotion of new business-models on the basis of internet-technologies become especially important in the system of forms and methods of strategic marketing when enterprises are network ready to modernize traditional distribution systems into integrated structures taking into account related risks. In this case it is important to identify the prerequisites and barriers to the marketing development of small businesses, a systematic digital transformation of their marketing strategies, development of complex activities on market positioning and promotion of products and services.

Keywords: digital transformation of economy; marketing strategies; small business; integrated business structures.

Pp. 10-20

DOI: 10.24412/2071-3762-2023-2308-10-20
Activating Stable Behavior and Foodsharing Initiatives in the Implementation of Marketing Strategy for Sustainable Development in the Region

Bondarenko Viktoria Andreyevna, Doctor of Economics, Associate Professor, Head of Marketing and Advertising Department, Rostov State University of Economics (RINH); Rostov-on-Don, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Przhedetskaya Natalia Vitovna, Doctor of Economics, Associate Professor, Professor of Economic Theory Department, Rostov State University of Economics (RINH); Rostov-on-Don, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Razinkova Tamara Ilyinichna, Postgraduate student of Marketing and Advertising Department, Rostov State University of Economics (RINH)»; Rostov-on-Don, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article investigates the importance of responsible behaviour of the population and its role participation in the planning and implementation of marketing strategy for sustainable development of the region. The analytical comparison of the empirical research results, characterizing the population’s motivation for responsible behaviour and patterns of sustainable consumption, with the materials of own research on the readiness to implement responsible behaviour and participate in food-sharing initiatives is carried out. The paper contains conclusions about the necessity to strengthen the interaction with universities and public organizations to enhance the participation of the population in sharing projects, and to stabilize its sustainable behaviour for claiming appropriate changes in the region on the ideological platform of sustainable development marketing.

Keywords: responsible behaviour; stable behaviour; research; foodsharing; marketing strategy for sustainable development; population.

Pp. 21-30

DOI: 10.24412/2071-3762-2023-2308-21-30
Decision on Specialized Marketplace Participation: Qualitative Research Experience the Seller“s Impact Factors

Khlebovich Daria Igorevna, Candidate of Economics, Associate Professor of Management, and Service Department, Baikal State University; Lenin str., 11, Irkutsk, Russia, 664003 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Kordina Irina Vasilievna, Independent management consultant; Gorkiy str., Blagoveschensk, Russia, 675002 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Marketplace is one of the most promising e-commerce business models because it provides a positive online shopping experience for consumers. The high share of sales through this channel in the total volume of e-commerce proves its effectiveness. However, the profitability of the exchange on the marketplace for buyers does not always mean the same for sellers due to price transparency, high competition on the site and the pressure from the external environment. Nevertheless, the marketplace itself is interested in attracting many sellers; otherwise, the business model is meaningless. Thus, it becomes important for marketplace management to understand the factors that influence the decision to enter the platform and simulate the behavior of participants. In response, it is required to form a range of value propositions. This study looks at the attractiveness of a specialized marketplace as a sales channel for sellers providing a case study analysis (the interviews). It identifies the most significant factors: the intensity of competition in the industry; top management’s perception of the risk associated with entering the marketplace; access to more buyers or new markets; reduction of time and financial costs; power of buyers. The pressure from the external environment has a particular influence: the decision to participate is more a response to market requirements than the entrepreneur’s own choice, based on considerations of the effectiveness and prospects of this sales channel. The discussion of the factors leads to management decisions aimed at adaptation and improvement of the range of offers for a specialized marketplace in order to attract more sellers.

Keywords: interview; case; furniture market; specialized marketplace; impact factors; management decision.

Pp. 31-37

DOI: 10.24412/2071-3762-2023-2308-31-37
Developing a Platform for Assessing Market Strategies for Patent Portfolio Management

Tokarev Boris Evgenievich, Doctor of Economics, Professor of the Marketing Department, State University of Management; 99 Ryazansky Avenue, Moscow, Russia, 109542 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Tokarev Roman Borisovich, Patent Attorney of the Russian Federation, Leading Patent Specialist, Yandex LLC; 16 Lev Tolstoy Str., Moscow, Russia, 119021 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Rossikhin Boris Anatolyevich, Leading Specialist of the Analytical Department of ANO IDA «My District»; 20 Voznesenskiy Lane, Moscow, Russia, 125009 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article analyzes strategies for managing patent portfolios. A review of scientific publications on the theme of the study is given. The result of the study states the limitations of sources on the theme of patent portfolios market management. It is shown that the choice of strategy is conditioned by a set of various factors, among which the market factors are the most significant. These have an impact on the outcome in terms of the marketing objectives pursued by the companies. One of the most important factors in the strategy choice is the state and prospects of the competitive environment. This paper proposes a platform-based approach to analyzing possible patent portfolio strategies. A platform is defined as a set of possible options for combining the type of a patent portfolio with its management strategy, containing expert evaluations according to the selected criteria. Platforms are presented for the two main types of strategies - offensive and defensive, based on the results of the study. Strategy selection platforms are constructed for a particular type of portfolio within each of the two types. This provides the basis for the consideration of 4x4 strategy evaluation options for each type. The platforms are filled with expert assessments of the main strategies characteristics based on six criteria that provides the basis for a practical comparative analysis during the evaluation and selection stages of the patent portfolio management strategy. The proposed platforms are presented as an analytical media, which can be used to evaluate the possible choices of portfolio type and align it with the market strategy for its management.

Keywords: patent; market; patent portfolio; strategy; competition; platform.

Pp. 38-47

DOI: 10.24412/2071-3762-2023-2308-38-47
Improving Contextual Advertising Planning Based on Hypothesis Testing

Kmet Elena Borisovna, PhD in Economics, Associate Professor of Marketing and Commerce Department, Vladivostok State University; 39A Gogol Str., Vladivostok, Russia, 690014 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Petropavlovskaya Anna Andreyevna, Fourth-year bachelor-student, field of study «Commercial Business», specialty «Internet Marketing and E-commerce», Vladivostok State University; 39A Gogol Str. Vladivostok, Russia, 690014 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Contextual search advertising is one of the most widespread tools for promotion on the Internet and refers to performance advertising. Contextual advertisement is aimed at sending internet users to a company’s website or other resource through advertisements which are shown according to inquiries in a search engine and on partner websites of a search engine if such search inquiries contain keywords of an advertising campaign created by an advertiser. Contextual advertising has the tools to accurately track its effectiveness, which contributes to its widespread use and is of interest to study. This paper analyses the theoretical and practical aspects of contextual search advertising planning and proposes an approach to improve contextual advertising planning, the key point of which is to test the hypothesis regarding the parameters of ad campaign settings using contextual search advertising. Testing of the hypothesis is based on the example of an advertising campaign of a specific advertiser in four Russian cities during a month. The results of the hypothesis testing will help to plan a full-fledged advertising campaign with high efficiency rates.

Keywords: internet marketing; internet advertising; performance advertising; contextual search advertising; contextual advertising in the advertising network; hypothesis testing.