ОСОБЛИВОСТІ МАРКЕТИНГУ ВЗАЄМОВІДНОСИН НА РИНКУ ІТ-АУТСОРСИНГУ У ВОЄННИЙ ЧАС

Abstract

The article shows the relevance of the problem of the interaction marketing in the IT outsourcing market during the war period. The article indicates the place of the Ukrainian IT industry in the world rankings, considers the concept of outsourcing and determines the main types of outsourcing services. The definition of "IT outsourcing" has been given: the tool for optimizing the achievement of enterprise goals by transferring non-core tasks related to the digital technology services provision to external specialized companies. The article systematizes the main assortment positions of the IT outsourcing services and identifies the groups of micro and macro environment factors that determine the nature of the relationships in the IT outsourcing market. Micro factors include the specifics of the market players’ activities with which the company providing IT outsourcing services is in direct interaction (customers, suppliers, competitors, contact audiences, intermediaries, banks, media, etc.). The influence of the most significant macro environment factors on the relationship marketing features in the IT outsourcing market has been analyzed: the military situation in Ukraine, demographic factors, the state of the economy, research progress, IT research and development, the legal situation in the country (the problems of compliance control and ethical business conduct), currency regulation and restriction of the National Bank of Ukraine. The dual impact of the crisis phenomena associated with the war on the economic factors of the relationships in the IT outsourcing market has been proved: on the one hand, the impact of the war directly on the IT industry, and on the other, the consequences of the war for consumers of the IT outsourcing services.. The main directions for improving the marketing of relationships in the IT outsourcing market during Russia's military aggression and during the recovery period of Ukraine after the victory are proposed: development and support of leadership skills along with the active involvement of corporate culture; improvement of a high-quality complex IT infrastructure capable of ensuring the round-the-clock operation of business processes; support for joint research and development in the IT sphere; improvement of the legal framework; adoption of the best world experience; anti-crisis measures to improve the stability of IT companies; support of IT startups; implementation of eResidency; improvement of personnel IT policy.