Вплив інтелектуального маркетингового капіталу на комплексну вартість промислових підприємств

Abstract

The purpose of the article is a theoretical and methodological substantiation of the scientific-practical process of diagnosing the influence of the intellectual marketing capital of the enterprise on its complex cost in modern conditions of economic management. According to the results of the study, it is found that in modern conditions, intellectual marketing capital can undoubtedly be a competitive advantage. Its influence and evaluation are important instruments for the capitalization of the enterprise, by means of which it is possible to create an attractive corporate image, from a marketing point of view, and increase the complex value of the enterprise. Based on the analysis of different approaches, intellectual marketing capital can be considered as: an aggregate of values; the process of transforming knowledge and intangible assets into resources; the result of the enterprise’s efforts to form, use and increase it. Therefore, intellectual marketing capital should be understood as a system of intellectual values (knowledge, experience, creativity, skills), information, organizational capabilities, information channels, which in the process of their reproduction create intellectual advantages of the enterprise in the market. The main function of intellectual marketing capital is to significantly accelerate the growth of profit by forming and implementing the systems of knowledge, things and relations necessary for an enterprise, which, in turn, ensure highly efficient business activities taking into account the conditions of digital technologies. The article proposes a scientific-practical approach to diagnosing the intellectual marketing capital of an industrial enterprise, which includes five stages, and a model of the impact of the intellectual marketing capital of an industrial enterprise on its complex value, in the context of which it is advisable to study both financial and non-financial indicators, since not all components of intellectual marketing capital can be expressed in monetary terms. The practical significance of the results obtained is that the proposed models allow for a more accurate assessment of intellectual marketing capital, which will increase the efficiency of its use at different levels of management and increase the complex value of the enterprise. The results of the research allow further consideration of a strategic approach to the formation of the complex value of an industrial enterprise.