УСТОЙЧИВОЕ РАЗВИТИЕ ПРЕДПРИЯТИЯ: ОЦЕНКА, ПРОЕКТ, ФУНКЦИОНАЛЬНАЯ СТРАТЕГИЯ МАРКЕТИНГ МЕНЕДЖМЕНТА

Abstract

The concept of sustainable development and the concept of market-oriented management of the enterprise (marketing management) are continuing to develop. Sustainable development of the enterprise is presented as one of the priority functional strategies of marketing management. The incompleteness of the substantiation of conceptual provisions, as well as the development of scientific and methodological framework for the assessment and management of the sustainable development of an enterprise, was the basis for conducting a scientific search in this direction. The main objectives of the study have been defined as evaluating the achieved level of sustainable development of the enterprise on the basis of the improved methods; working out a project for sustainable development of the enterprise; integrating a sustainable development strategy into the system of marketing management of an enterprise to harmonize interests with internal and external stakeholder key groups. It has been substantiated that sustainable development of an enterprise is the process of a conscious choice by a subject of marketing management of the enterprise activities to ensure economic, social and environmental performance by means of preparation and adoption of management decisions through a reflexive influence on the interests of stakeholder key groups and increasing market orientation. Using the method of scientific generalization there have been given methodological approaches to understanding the sustainable development, as well as methodological approaches to assessing the generalized factor of sustainable development of the enterprise and their main contradictions. This fact allowed to improve the methods for assessing the sustainable development of the enterprise, approbation of which established the level of sustainable development of a number of enterprises. There have been presented the main stages and expected results of the approved sustainable development project of NPO Donventilyator LLC. Implementation of the developed functional strategy of sustainable development was carried out on the basis of “Balanced Scorecard” toolkit and controlling for harmonization of marketing management purposes and the interests of key stakeholders.