Marketing research as a source of competitive advantage formation

Abstract

Subject. The article is devoted to the assessment of the impact of marketing research on the results of industrial activity in shipbuilding. Objectives. The aim is to determine the logic of marketing research and assess the degree of influence of obtained results on the effectiveness of strategy implementation and competitiveness of an industrial company. Methods. The research rests on conceptual provisions defining the marketing paradigm of industrial development, which is based on the information component that ensures the improvement of marketing activities. Results. We presented the results of a marketing research (survey), which is based on a questionnaire, using the Likert scale. The sample is deterministic, 400 people were interviewed. The study shows that the lack of marketing competencies among staff (45%), focus on production (55%), marketing costs avoidance (62.5%) are the main reasons for the lack of marketing management. The paper underpins the influence of the conducted research on marketing effectiveness and marketing management efficiency. Conclusions. The marketing paradigm of shipbuilding management confirms our hypothesis about the need for further development of marketing competencies, building a system of public-private partnership, which will contribute to the strategic development of shipbuilding and increase the efficiency of industrial activities.