Relevance of Marketing Management Principles in the Context of Environmental Destabilization

O.B. Girna, N.Yu. Hlynskyy, L.A. Moroz


The influence of directions and pace of implementation of product and process innovation solutions into the market practices of companies on the effectiveness of their activities in the long term is analysed. It has been determined that competitive pressures encourage companies to enhance research and development activity by investing more funds by themselves and via outsourcing as well. On the basis of specific examples of the commercialization of technological innovations it is proved that the key success factor for companies in modern turbulent environment conditions is their focus on the proactive steps that would anticipate change as the key success forces on the market.


marketing; innovation; adaptation; strategic effectiveness

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