МАРКЕТИНГОВО-РЕСУРСНЫЙ ПОДХОД К АНТИКРИЗИСНОМУ УПРАВЛЕНИЮ АПРИОРНО НЕСТАБИЛЬНЫМИ СОЦИАЛЬНО-ЭКОНОМИЧЕСКИМИ СИСТЕМАМИ

Abstract

The article highlights instability of the socio-economic environment of the national economy as a result of asymmetry of marketing behavior of entities, government and business that arises in the process of growing internal and external motivational and resource contradictions between them. There has been substantiated the problem of generating recessionary processes and phenomena in the economy because of the unbalanced motivations of stakeholders to achieve the consensus. The problems of low economic growth are indicated as a result of ignoring the interests of the lower stratification classes and underestimating the impact of the human factor on positive changes in all spheres of society. The generalized characteristic of crisis processes and phenomena in the national economy has been given. The sources of economic growth potential formation have been shown. The results of analyzing the enlarged factor groups that affect economic growth in the national economy and the development of enterprises have been presented. The law of marketing reflection as an instrument of economic development management has been formulated. Strengthening the competitive position of the business sector in unstable economy is noted to require the greater influence of government intervention into the processes of transformations and changes in society and business on the basis of resolving the conflicts between the entities in terms of strengthening the social vector of development. There has been proposed the marketing and resource approach to crisis management in conditions of a priori instability that provides changing the marketing behavior of entities in terms of resource limits and manifestations of the recessionary trends. The model of economic growth management in the socio-economic system as an element of crisis management in conditions of a priori instability has been presented.