Маркетинг в координатах екосистемної парадигми розвитку
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Date
2024
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Національний університет «Одеська політехніка»
Abstract
Стаття містить авторський концепт бізнес-екосистеми, складовою якої є підсистема маркетингової екосистемної діяльності. Обґрунтовано, що складниками екосистемності як феномену та явища, процесу, інституту сучасної цифрової доби є тріада: теорія бізнес-екосистем, екосистемний підхід до розвитку підприємницької діяльності, формування екосистемного мислення та економічної і соціальної культури досягнення стійкого розвитку. Перспективи подальшої розбудови кращих практик підприємницької діяльності в цілому і в сфері маркетингу, зокрема, як переконують автори, пов’язані з розвитком платформ, мереж, екосистемних компаній, інших екосистемних структур. Наведені визначальні новітні характеристики бізнес-екосистем і серед них особлива увага приділена розширенню суб’єктності екосистемної діяльності.
The aim of the article. To provide a scientific, interdisciplinary argumentation of the essence, characteristics, advantages of business ecosystems, including subsystems of marketing activities, as an applied platform of sustainable development in the era of digital transformation and development of the ecosystem economy.
Analysis results. One of the defining characteristics of business ecosystems as a new phenomenon, phenomenon, process, institution of jointly distributed labor is the expansion of the subjectivity of ecosystem activity. However, we are forced to state that this characteristic, if not ignored, is not sufficiently covered in the available publications on ecosystem issues. Adequate attention is not paid to non-traditional forms of involvement of new subjects in ecosystem development, which is closely correlated with the activities of marketers, the structures in which they are united. An ecosystem in one or another sphere of economic activity presupposes the presence of economic agents (subjects) in it, however, the foreground of the ecosystem is not the subjects as such, but the environment, space, network that they create, in which they function, realize their mission for the realization of the mission of others. The business ecosystem in its applied sense and in the structural dimension includes owners, stakeholders, manufacturers, suppliers, consumers, who are concentrated around a certain value proposition and interaction in order to achieve the goals of its sustainable development. At the same time, we are talking about both an open ecosystem, the perimeter of which is not limited by the format of a specific ecosystem company, and a closed one. The latter in the mental model of the authors appears as a business ecosystem functioning within the boundaries of a separate ecosystem company on a certain date.
The ecosystem appears as an integrator of processes aimed at realizing a value proposition (value propositions) and fulfilling the mission of economic agents (actors). And it is modern marketing that plays the role of such an integrator in chains of consumer value creation, and the use of its tools is cross-functional in nature. A special and dynamically developing ecosystem format is the ecosystem of firms. Foreign authors who study the newest social phenomenon of working consumer emphasize the emergence of forms of production participation of consumers of goods and services that are not characteristic of past practice. It is about the fact that consumers in the modern digital age are becoming active participants in the process of creating product value; their potential - creative and cognitive abilities, initiative, self-effort - represent a new type of production assets; they can systematically or periodically participate in the performance of certain production functions, while the managers of the firm can coordinate and organize their activities, as well as the work of full-time employees. In Ukrainian realities, such properties (they are valuable) of other organizational and management structures as co-evolution, adaptability, co-specialization, openness, multilateralism, spatial and value diversity, internal self-organization, co-solidation of actions, platform and network interaction and many, many others remain inactive, or extremely insufficiently involved.
Conclusions and directions for further research. In the modern information and communication, digital, semi-real, semi-virtual world, where resources, priorities, assessments, challenges, motivations change very quickly, kaleidoscopically, it is important for every thinking person, individual communities, society as a whole to establish the fundamental concepts of life, the nature of transformations that help to understand reality, which is the new (non) normality. In the field of economic reality, one of the most urgent cognitive needs is the interpretation of how an extremely complex socio-economic organism actually functions, how to strengthen its emergency, how to find and use new pillars of sustainable, human-dimensional development. Scientific thought, which in recent decades has been focused on the search for progressive, socially significant, has often suffered failures, being in the "shackles" of neoliberalism, half-dead paradigms and foundations, "mathematized" economic postulates, mechanical perception of the world of the economy and the world of people themselves, in the end should start producing something really new, unconventional, creative, socially significant. The renewal of economic science as a whole is justified, in our opinion, to be associated with the ecosystem approach to understanding the phenomena, processes, and transformations that take place in the "field" of socio-economic, socio-labor development. This, in turn, requires widespread use in the scientific discourse of today's leading category, which is the business ecosystem.
The structure and content of the prepared material are constructed in such a way as to emphasize the nature and essence of the latest phenomenon of business ecosystems, the ecosystem approach to the analysis of phenomena and processes occurring in the "field" of the new economy and network society in the context of the functioning of the marketing institute.
Description
Keywords
бізнес-екосистема, цифрова економіка, екосистемна компанія, маркетинг в екосистемній парадигмі, екосистемний підхід, екосистемна культура, маркетингова діяльність, business ecosystem, digital economy, ecosystem company, marketing in the ecosystem paradigm, ecosystem approach, ecosystem culture, marketing activity
Citation
Федорченко А. М. Маркетинг в координатах екосистемної парадигми розвитку / Федорченко Андрій Васильович, Гречаний Олександр Володимирович // Маркетинг і цифрові технології : наук. журн. / Нац. ун-т «Одес. політехніка» [редкол.: Окландер М. А. (голов. ред.) та ін.]. – Одеса : ТЕС, 2024. – Т. 8, № 2. – С. 92–104.