SCIENTIFIC AND METHODOLOGICAL FOUNDATIONS FOR IDENTIFYING THE KEY DRIVERS OF THE MARKETING ENVIRONMENT THAT AFFECT THE SUSTAINABILITY OF THE COMPANY'S BUSINESS MODEL DURING MARKETING STRESS TESTING

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Krystyna Menkova

Abstract

In the dynamic technological external environment, the company should understand their own key business model drivers. Traditional instruments for analyzing external factors that influence the organization (SWOT-analysis, Pestel analysis, competitive analysis) in modern conditions are not effective enough, requiring a systemic, integrated methodology for identifying key marketing environment drivers affecting the company's business model resistance. Marketing stress testing is a new tool for a full-fledged assessment of business resistance factors. The study aims to develop a marketing stress testing method for identifying key marketing environment drivers affecting the company's business model resistance.  In work based on the analysis, the synthesis of scientific and literary sources is systematized by the techniques and approaches to identifying the marketing environment drivers. On the basis of common, private, formalized methods, a stress testing methodology has been developed for determining the marketing environment drivers and their impact on the stability of the company's business model. The concept of stress testing as a new approach to a detailed sequential procedure for systematizing a business model, taking into account the company's marketing external and internal environment, is determined. As part of the marketing stress testing, a methodology for definitions of key environmental drivers was developed for the basis of the procedure for conducting a survey of experts. A method of situational analysis was developed on the basis of procedures for formalizing marketing factors. The work is provided with a comprehensive methodology for marketing stress testing, which systemically evaluates the driver's marketing environment drivers affecting its durability. The study's theoretical significance is to improve the stress testing methodology, which is developed using a systematic approach to ensuring the stability of companies, includes the most effective methods for analyzing marketing business factors. The practical value of the study is to submit a detailed step-by-step guide on the stress testing methodology of marketing among the company, which takes into account the opinion of the personnel as the main component of stability.

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How to Cite
Menkova, K. . (2021). SCIENTIFIC AND METHODOLOGICAL FOUNDATIONS FOR IDENTIFYING THE KEY DRIVERS OF THE MARKETING ENVIRONMENT THAT AFFECT THE SUSTAINABILITY OF THE COMPANY’S BUSINESS MODEL DURING MARKETING STRESS TESTING. Global Prosperity, 1(3-2), 55–63. Retrieved from http://gprosperity.org/index.php/journal/article/view/45
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Author Biography

Krystyna Menkova, NTUU "KPI named after Igor Sikorsky"

Krystyna Menkova, PhD student, Management and Marketing Faculty, NTUU "KPI named after Igor Sikorsky", Prosp. Peremohy, 37, 03056 Kyiv, Ukraine, ORCID: https://orcid.org/0000-0002-6432-1028