Marketing technologies for building competitiveness of companies export

• Main Authors: Tatyana Tsygankova, Anna Ishchenko
• Format: Article
• Language: English
• Published: Kyiv National Economic University named after Vadym Hetman 2017-03-01
• Series: International Economic Policy
• Subjects: corporate marketing technologies; high technology; ecological performance; creativity; digitalization; networking; Export competitiveness
• Online Access: http://iepjournal.com/journals_eng/26/2017_1_Tsyhankova_Ishchenko.pdf
• ISSN: 1811-9832; 1812-0660

In context of post-industrial development of global economy, escalating competition in international goods markets, the definition of competitive export is proposed based upon both existing criteria – sustainability, effectiveness, adaptivity and fair competition, and on those described in the work – ecological performance, service maintenance, brand awareness and high technology. Given that, it is proved that with the aim of detailing the elements of competitive export, the latter should be typified depending upon the performer (export competitiveness of a company, country, region) and subject (export competitiveness of goods, services, rights upon intellectual property objects), keeping in mind universal and specific features of export criteria proposed to be characterised through a range of indices on corporate and state levels. Groups of factors affecting export competitiveness building are systematized (institutional, financial and economic, marketing, foreign trade, scientific and technological, resource-related and social and ecological). Marketing technologies are typified on corporate level under the following criteria: novelty, object, creative component availability, internationalization stages, international marketing forms, digitalization level, management functions, customer-centreness scale, international marketing activity stages, financial security, specific features of intercorporate coordination. The practice of applying international marketing technologies by companies is investigated. In context of necessity to overcome crisis phenomena and increase competitive export volume, an assessment is made of integrating national manufacturing into regulated global chains of creating added value with the relevant rating, in particular, depending upon the available potential, minimality of technical and organizational changes, marketing relevancy, enabling to determine the manufacturing areas most prepared to cooperation, and estimate marketing contribution into market success.