MARKETING APPROACHES TO LEAN PRODUCTION IN THE CONTEXT OF CONVERGENCE OF SUSTAINABLE DEVELOPMENT

Abstract

The article considers the main issues of marketing approaches to lean production in the context of sustainable development. It highlights the theoretical and methodological foundations of forming a strategy for marketing systems and management technologies in the context of convergence. The marketing systems of economic growth are considered, taking into account systemic convergence. It is determined that the specificity of the marketing approach to lean production in the process of convergence reveals the impact on sustainable development. This will increase the range of professional skills and prospects for the growth of managerial competence related to environmental management as a key to the formation of an effective managerial career. Economic and environmental models are considered, aspects of the mutual influence of the economy and the environment (ecology) are identified that will allow us to analyze the main directions of economic and environmentally balanced development. The criterion principle of economic-ecological models has always been the equivalent distribution of generated and sold values, as well as the need for resources for the reproduction of created values, or the equilibrium that develops on the basis of the relationship between supply and demand with all their possible specific forms and modifications in the conditions of environmentally sustainable development. For this reason, models built on this principle cover, either explicitly or implicitly, mainly the sphere of market relations. The concepts of equivalence, balance, efficiency reflect not only that part of economic benefits that is sold through the market, but also covers the entire universal spectrum of reproductive relations of the socio-economic-ecological system. It has been determined that in the context of convergence of sustainable development, marketing approaches to lean production have a significant impact on business efficiency, sustainability and compliance with modern market requirements. The essence of the fact that marketing approaches to lean production in the context of the convergence of sustainable development is becoming an integral part of the strategy of companies striving for long-term sustainability, meeting customer needs and promoting sustainable development of society is revealed.