Marketing Management of Technological and Social Entrepreneurship in Growth Poles of the Modern Global Economy

Abstract

Purpose: The purpose of the work is to develop recommendations for development of entrepreneurship in growth poles of the modern global economy on the basis of activation and increase of effectiveness of marketing management. Methodology: Comparative analysis of the existing conceptual approaches to determining new growth poles of the modern global economy is performed, and it is substantiated that these approaches do not contradict but supplement each other. Contrary to the pre-crisis model, there has formed a two-pole model of growth of the modern global economy, which poles are technological and social entrepreneurship, which are selected as the objects of this research. Regression analysis is used for determining the influence of the level of marketing activity (index 11.08 Extent of marketing, given in the Global competitiveness report) on the level of development of technological (which indicators is the volume of hi-tech export) and social (which indicator is the share of renewable energy in the total structure of energy production) entrepreneurship. The research is performed based on the 2018 data. Results: It is determined that as of now (2018) marketing management of technological and social entrepreneurship in growth poles of the modern global economy is conducted fragmentarily, which restrains its development. Activation and systemic application of all directions of marketing management of technological and social entrepreneurship—marketing research, marketing of relations with intermediaries, HR marketing and product marketing—will allow intensifying development of growth poles of the modern global economy and ensuring quick post-crisis restoration of the global economic system. Recommendations: For better study of marketing potential, the authors developed a perspective model of marketing management of technological and social entrepreneurship in growth poles of the modern global economy.