THE CONCEPT OF CORPORATE CONTROL AND ECONOMIC RISKS IN THE MARKETING MANAGEMENT SYSTEM OF INTEGRATED ENTERPRISES AND ASSOCIATIONS OF JOINT STOCK COMPANIES

Abstract

The article is devoted to the study of the concept of corporate controlling and economic risks in the context of marketing management of integration enterprises and associations of joint-stock companies. It is aimed at analyzing the influence of corporate controlling on strategic management and the effectiveness of marketing processes in the conditions of a unified business structure. The study examines the main aspects of corporate controlling, such as strategic planning, monitoring the implementation of strategies, control over financial resources and evaluation of results, and also identifies key economic risks arising in marketing management. By considering these aspects, this study helps to understand the importance of effective corporate controlling management and risk minimization to achieve success in a complex business environment. The main concepts of corporate controlling and analysis of economic risks in the context of integration enterprises and associations of joint-stock companies are defined. The main aspects of corporate controlling are considered, in particular, strategic planning, monitoring the implementation of strategies, control over financial indicators and evaluation of results. An analysis of various economic risks that may arise in the context of the integration of enterprises and associations of joint-stock companies, such as financial, market, technological and other risks, was also carried out. Methods and tools for managing these risks in integrated structures of enterprises and associations of joint-stock companies were studied. It should be determined that the research is of great importance for practicing managers and management specialists, as well as for scientists who are interested in the issues of effective management of corporate structures and risk minimization in the business environment. Keywords: corporate management, marketing management, integration associations, corporate enterprises, joint-stock companies, economic risks, corporate controlling.