Strategic Competitive Advantage Research Articles

The influence of neuromarketing on demand generation in DIY-format retail chains

Subject. The article considers current trends in the development of marketing activities caused by a change in the strategic orientation of positioning, which determine the use of neuromarketing as a modern tool of the marketing paradigm. Objectives. The purpose is to determine the influence of neuromarketing on the factors of the marketing environment of DIY retailers. Methods. The study rests on marketing research (the method of expert assessments) and the choice of neuromarketing tools to determine the directions of strategic positioning. Results. The completed marketing research confirmed our assumption about the need to develop a modern algorithm for making a purchase decision in DIY retailers to meet new market requirements. We proposed an algorithm based on neuromarketing triggers, channels and technologies. This determines directions for the development of strategic competitive advantages of DIY retailers. Conclusions. The implementation of the ecosystem approach in the field of circulation defines new strategic positioning guidelines, which is the subject area of further scientific research.

ПРОБЛЕМИ ЗБЕРЕЖЕННЯ ТА РОЗВИТКУ КАДРОВОГО ПОТЕНЦІАЛУ В СИСТЕМІ HR-МЕНЕДЖМЕНТУ ПІДПРИЄМСТВА У ВОЄННИЙ ЧАС

A vision of staff potential as an important resource of the enterprise, which provides it with competitive advantages, was formed; as an element of the management system, the basis of organizational development and modernization of the organizational structure of the business entity; as links that integrate and mediate the course of all business processes of a business entity; as a means of obtaining the desired result of financial and economic activity by the company. The staff potential of the enterprise is identified as a characteristic of its personnel, as a promising resource, as a strategic competitive advantage, as an intangible asset. A list of the components of the enterprise's staff potential, which determine its qualitative characteristics and ability to satisfy its goals and share values at the current time and in the future, is proposed, which includes: level of knowledge, education; personal and professional skills; talents, natural abilities; personal and professional experience; leadership and initiative; motivation and self-management; adaptability and stress resistance; loyalty and understanding of company values; communication. Four main problems of preserving and developing staff potential in the HR-management system of the enterprise during wartime were identified: the problem of forming staff potential of the appropriate quality and quantity, the problem of motivating and stimulating personnel to professional and personal development, the problem of preserving intellectual capital in the absence of material resources and increase in the risks of war and the problem of ensuring the safety of personnel during the performance of official duties in the conditions currently prevailing in Ukraine. It is proposed to partially solve the outlined problems through personnel management and the use of HR-management tools, in particular by managing the parameters of the employee's psychophysiological properties, taking into account socio-demographic indicators in the process of developing staff potential, and starting by enterprises their own programs of professional development and individual career planning.

СОЦІАЛЬНА ВІДПОВІДАЛЬНІСТЬ АГРОБІЗНЕСУ ТА ESG ПРАКТИКА ЯК СПОСОБИ ДОСЯГНЕННЯ ЦІЛЕЙ СТАЛОГО РОЗВИТКУ

The need to solve the problems of sustainable development and gain strategic competitive advantages has led to the active dissemination of socially responsible business initiatives. This is also highly relevant for the agri-food sector, the role of which is vital for the global tasks of sustainability and the national economy of Ukraine. The article examines the main essential features of social responsibility of business and modern ESG practice in the example of the agricultural sector. Studies have shown that corporate social responsibility (CSR and ESG) is an example of a modern sustainable management business model with standard features. Both models aim to raise the level of corporate culture and achieve sustainable development goals. At the same time, the key feature of corporate social responsibility is its qualitative dimension, while the characteristic feature of ESG is qualitative assessment. ESG management practice is one of the priorities for Ukraine's agricultural business. It creates opportunities to achieve competitive advantages in attracting additional financial flows necessary for the sustainable development of agriculture and rural areas. The strategic bonuses formed for agricultural companies by using the principles of CSR and ESG in practice are defined. Among the main ones are: building up the image capital of agricultural companies; increasing market share; rapid and effective response to climate change risks and other environmental and social business risks; improving the understanding of future business development opportunities and finding effective mechanisms for their use; increasing the level of investment attractiveness of business. The key indicators for assessing the ESG rating in the context of three factors are studied: economic, social, and managerial. The current trends and social responsibility problems of Ukraine's agrarian business are analyzed. It is determined that voluntary, socially responsible initiatives take place mainly in large-scale agricultural companies. The potential possibilities of the influence of ESG practice on the financial results of agrarian formations are determined. The main promising directions and tools of CSR and ESG in the activities of business entities in the agricultural sector are outlined.

Соціально-економічна безпека як фактор забезпечення конкурентоспроможності організації

Modern economic life’s dynamism, complexity, and riskiness require enterprises and organizations to take measures to ensure economic security and gain competitive advantages. Human capital is one of the decisive factors for solving these tasks from a strategic perspective. Socio-economic security is one of the central economic categories, which, during the duration of the military conflict, acquired an extremely urgent importance for Ukraine. The study of the content and composition of the economic security of organizations made it possible to highlight the social component as a central element in its architecture. The social component ensures the interaction of the object-subject sphere of economic security management. It mediates the interaction of all types of assets and the effectiveness of the organization’s activities. The article examines the role and importance of human capital as the main element in ensuring the socio-economic security of the organization. The architecture of the components of the socio-economic security of the organization in the context of gaining strategic competitive advantages under the conditions of sustainable development is presented. The principles of achieving the socio-economic security of the organization, which contribute to increasing the competitiveness of business entities, are substantiated. It was determined that human capital determines the nature of the perception of strategic values of sustainable development, which should be the basis of achieving the goals of ensuring organizations’ social and economic security and competitiveness. Ukraine’s current state and place in the world competitiveness rankings have been studied. Based on the analysis of the dynamics of the human development index, an assessment of Ukraine’s human capital was carried out. The obtained results showed the relative stability of Ukraine’s positions in the pre-war period. It was determined that the trends in the country due to the military conflict cause significant risks of loss of human capital, provision of social and economic security, and restoration of competitive positions of the national economy. In turn, this requires the development of effective mechanisms for increasing the quantity, quality, and value of human capital as a foundation for ensuring the socio-economic security and competitiveness of organizations based on sustainable development. Keywords: security, competitive advantages, human capital, development, business entities.

Employer Branding in Tourism: How to Recruit, Retain and Motivate Staff

A fierce "war for talent" has emerged, particularly in the tourism industry, with labour shortages and high turnover rates. This situation challenges employers to secure strategic competitive advantage through their most vital asset, people. Simultaneously, firms must invest in their human capital to increase their value, heightening the significance of employer branding. This paper hence investigates employer branding and does so in the unique context of family businesses, the dominant form of tourism firms, where employer branding takes on a distinct dimension as the family's influence fuses corporate and familial identities. Extending prior research findings that indicate that labour issues often stem from leadership inadequacies and human resource management shortcomings, this paper aims to comprehensively examine these multifaceted challenges and their relevance in the tourism industry. This study employs a qualitative approach utilizing 28 semi-structured interviews with managers, successors, and HR managers in Tyrol, an established tourism region in Austria and Europe. The results reveal that the integration of family values and qualities, as well as the identity and value-based self-image and brand strategies of a business, are important factors in recruiting and retaining employees. This study contributes to deeper insight into the importance, opportunities, and challenges of employer branding in family-run tourism businesses.

OPERATIONAL STRATEGY: DEFINITION OF THE TERM AND ITS PLACE IN THE PYRAMID OF ENTERPRISE STRATEGIES

The article presents the main results of the conducted scientific research in the field of operational management. It was established that in order to solve the urgent tasks of achieving strategic development by enterprises and farms in difficult conditions (quite a high level of competition; functioning in conditions of uncertainty; the need for immediate response to global and local changes, which lead to the need for rapid adaptation to new realities; the need to ensure modernization, digitalization, innovative development, quality improvement, rationalization of both production and management of enterprises in general, etc.) it is absolutely necessary to form and implement an effective set of strategies, one component of which is an operational strategy. The task of clarifying its essence, types, constituent elements, approaches to formation, sequence of development and implementation are really appropriate and require detailing. First of all, the term "operational strategy" needs to be specified.
 A thorough review of modern developments and achievements of scientists and practitioners dedicated to the definition of operational strategy was carried out. Despite significant scientific work, it is concluded that the considered definitions are abstract; some of them either do not give a clear understanding of its subordination, or do not outline its place in the general system of strategic management of the enterprise.
 Thus, the main purpose of the article is to formulate a definition of the term "operational strategy" based on the emphasis of its essential features and specifying its place in the general pyramid of strategies.
 As a result of the research, based on identifying a set of essential features by using the supporting techniques of logic, as well as taking into account the content of the supporting (basic) terms (strategy and operational management), the definition of the term "operating strategy of the enterprise" was formulated and specified. The main essential features of this term have been established, such as: decisions on issues of general policy and plans for the use of resources; support/ensure long-term competitive strategy; achievement of strategic competitive advantage; a plan for using the firm's resources.
 The place of the operational strategy in the general pyramid of strategies is specified: it is developed at the third level of management in accordance with the competitive strategy and is equal to other functional strategies of the enterprise.

Investigating the relationship between environmental innovation and strategic competitive advantage (Case study: Pars Oil Company)

Background and purpose: Today, institutions compete in a competitive environment; the requirement to survive in such environments is to create a suitable and durable relationship with the surrounding environment to improve organizational performance and productivity. Of course, communicating with the external environment requires formulating a strategy and coordinating other departments to implement it; Therefore, this study examines the relationship between environmental innovation and strategic competitive advantage. Methodology: This research is applied and descriptive. The statistical population of this research is the employees of Pars Oil Company in Tehran province, whose number is about 2800 people. Using Morgan's table, the sample size was determined as 361. A simple random sampling method was used to select the sample size, and finally, 361 questionnaires were selected for analysis. Findings: Based on the results of the structural equation modeling test and the partial least squares method, process innovation and product innovation based on environmental protection have a positive and significant effect on the competitive advantage resulting from differentiation and low costs. Conclusion: The results show that organizational innovation impacts environmental strategies and gaining a competitive advantage, and environmental strategies also impact gaining a competitive advantage.

The Mediating Effect of Strategic Competitive Advantage on The Relationship Between Entrepreneurial Orientation and Marketing Performance

The marketing performance of SMEs has attracted the attention of academics and practitioners. However, the determinants of marketing performance are not final. The purpose of this study is to investigate the mediating effect of strategic competitive advantage on the relationship between entrepreneurial orientation and the marketing performance of SMEs. The results highlighted that entrepreneurial orientation and strategic competitive advantage significantly affected marketing performance. In addition, entrepreneurial orientation positively explains strategic competitive advantage. Interestingly, this study showed that strategic competitive advantage mediates the relationship between entrepreneurial orientation and the marketing performance of SMEs.
 Keywords: Entrepreneurial Orientation, Strategic Competitive Advantage, Marketing Performance.

FORMATION OF ELEMENTS OF THE COMPLEX MANAGEMENT INFORMATION SYSTEM FOR INFORMATION SUPPORT OF THE DEVELOPMENT OF TOURIST ENTERPRISES

Introduction. In order to create a successful growth and development of the tourism business, management personnel need to have a complete picture of both the external environment and the internal state of the enterprise. An integrated management system based on a balanced system of indicators is designed to formulate and provide integral relevant management information. The integrated management system allows you to track important information both at the macro level, at the micro level, and within the investigated enterprises.
 The hypothesis of the scientific research consists in substantiating the conceptual system of management information support, which takes into account the main parameters of the activity of tourist enterprises and is aimed at the comprehensive identification of bottlenecks of its activity, the formation of measures to eliminate deficiencies in management and improved systems of complex management information.
 The purpose of the study is the formation of elements of a complex information system for managing information support for the development of tourist enterprises.
 The methodology of scientific research is to ensure the management of a tourist enterprise with a unified system of information support based on the results of research using general scientific and special methods. One of the main methods is dialectical, since all phenomena are considered as a whole, all processes are organically connected with each other and are in continuous motion. Specific methods: analysis and forecast – when evaluating the management system according to various criteria; normative – to compare the obtained indicators with the existing system of norms and standards in the IT industry.
 Conclusions and prospects for further research. The implementation of an integrated unified information support system will allow the tourism business to focus attention and mobilize resources on achieving long-term goals, optimize operational activities, significantly improve the results of enterprises and create its unique strategic competitive advantage. The use of the information system has a socio-economic effect, which is expressed in reducing the labor intensity of asset management operations, ensuring comfortable working conditions, improving the qualifications and development of personnel, obtaining new information and skills for working with the new information system, making recommendations for its improvement, and improving the climate in the team due to a clearer division of powers and spheres of responsibility.
 Keywords: tourist enterprises; management; information systems; potential of the tourism industry.

A comparison of online and in-store grocery shopping behaviour and its effects on household food waste

The rapid growth of online grocery shopping can have significant economic, social and environmental implications. However, the influence of changing consumer food acquisition practices on household food waste has received less attention in the literature. Moreover, there is a dearth of household studies that account for zero values of self-reported food waste. Using a large national-level dataset (n = 5272) and a robust zero-inflated ordered probit modelling approach, this paper compares the influence of online grocery shopping and in-store grocery shopping behaviours on household food waste. Findings indicate that there is a strong positive and statistically significant relationship between online grocery shopping and household food waste. More frequent grocery shopping and higher grocery spending are associated with generating greater household food waste. Formulating strategies to help consumers to minimise food waste at home could provide a strategic competitive advantage for retailers.

Strategies of the Russian Companies in the E-Grocery Market

The COVID-19 pandemic, as the main, but not the only factor, led to a rapid increase in consumer demand for grocery delivery services ordered via the Internet (e-grocery), as well as in the revenue of Russian companies on the e-grocery market during the period from 2019 to 2021. This article examines in detail main factors of the external and internal environment that influenced the change in the shares of companies on the Russian e-grocery market and provided strategic competitive advantages to leaders in the long-term period. As the result of studying the market situation during the period from 2019 to 2021, it was revealed that over the three years of the development of the e-grocery market in Russia, in each of the period different players were in the lead. Utkonos, X5 Retail Group and Sbermarket occupied from 13% to 19.5% of the total market. Based on data obtained during the market analysis using SV Matrix, the Russian e-grocery has moved from the stage of formation, competition between small players to the stage of maturity and struggle between consolidated alpha-companies. High entry barriers to a mature market require new companies to have sufficient capacity already at the start to secure their positions.

Development of the restaurant business in Ukraine

The purpose of the article is to consider aspects of the development of the restaurant industry in Ukraine. Today, in Ukraine, not only the quality of products, but also the provision of services and appropriate service in various spheres of activity is of great importance in the restaurant industry. The provision of services is something that combines the organization of meals and recreation with elements of additional service and is an integral part of the activity of restaurant establishments. Providing services of higher quality, in comparison with competitors, is one of the priority directions for the formation of strategic competitive advantages. It should also be noted that the provision of services should not only satisfy the needs of consumers, but also exceed their expectations. It is because of this that the owner or relevant specialists of restaurant establishments need to conduct an analysis of their target audience more often in order to identify the needs and expectations of customers as accurately as possible. The methodology is based on the principles of systematicity and scientificity. Such methods as analytical-synthetic, the method of comparative analysis were used. Scientific novelty. In the scientific study, the attention is focused on the advanced study of the development of the restaurant industry in Ukraine, the analysis of influencing factors and the forecasting of its development prospects. Research results. It is recognized that the modern factors of the organizational and economic development of public catering in the world are also based on a deep study of the requests and needs of consumers, the use of information technologies and mobile communication to ensure the process of selling services. Proposed ways to modernize culinary education in Ukraine.

Socially Responsible Investment (SRI) in Relation to Personality Traits

Purpose: The aim of this study is to examine the impact of intellectual capital (human capital, structural capital, and employed capital) on the financial performance of listed insurance companies in the Amman Stock Exchange Theoretical framework: Intellectual capital has become increasingly important in generating value for companies, and many researchers have linked it to corporate financial performance and strategic competitive advantage. Design/methodology/approach: The study population consist of 21 insurance companies listed on the Amman Stock Exchange in Jordan during the period of 2011-2020. Intellectual capital was measured using the value added intellectual coefficient model (Pulic, 2000), and its impact on financial performance was analyzed using published financial statements of the insurance companies. Findings: The results of the study found a statistically significant positive effect of human and employed capital on financial performance as measured by the rate of return on assets and return on equity. Furthermore, the study revealed a significant positive effect of intellectual capital, specifically human capital, on financial performance measured by market value (Tobin's Q). Research, Practical & Social implications: The study suggests that insurance companies should treat intellectual capital as a strategic resource and monitor and invest in it periodically for continuous development. The study suggests building a positive organizational culture that supports intellectual capital is recommended Originality/value: This study contributes to the understanding of the relationship between intellectual capital and financial performance for the first time in the insurance industry in Amman Stock Exchange. The findings highlight the importance of managing and investing in intellectual capital as a strategic resource to enhance financial performance.

The Impact of Intellectual Capital on the Financial Performance in Insurance Firms Listed in Amman Stock Exchange: Using the (VAIC) Model

Purpose: The aim of this study is to examine the impact of intellectual capital (human capital, structural capital, and employed capital) on the financial performance of listed insurance companies in the Amman Stock Exchange Theoretical framework: Intellectual capital has become increasingly important in generating value for companies, and many researchers have linked it to corporate financial performance and strategic competitive advantage. Design/methodology/approach: The study population consist of 21 insurance companies listed on the Amman Stock Exchange in Jordan during the period of 2011-2020. Intellectual capital was measured using the value added intellectual coefficient model (Pulic, 2000), and its impact on financial performance was analyzed using published financial statements of the insurance companies. Findings: The results of the study found a statistically significant positive effect of human and employed capital on financial performance as measured by the rate of return on assets and return on equity. Furthermore, the study revealed a significant positive effect of intellectual capital, specifically human capital, on financial performance measured by market value (Tobin's Q). Research, Practical & Social implications: The study suggests that insurance companies should treat intellectual capital as a strategic resource and monitor and invest in it periodically for continuous development. The study suggests building a positive organizational culture that supports intellectual capital is recommended Originality/value: This study contributes to the understanding of the relationship between intellectual capital and financial performance for the first time in the insurance industry in Amman Stock Exchange. The findings highlight the importance of managing and investing in intellectual capital as a strategic resource to enhance financial performance.

Integration of RFID strategic value attributes mechanism decision in apparel supply chain: fuzzy AHP-TOPSIS approach

PurposeThe purpose of this paper is to identify the radio frequency identification (RFID) strategic value attributes (RFIDSVAs) mechanism selections preferences and also integration of RFID tags with technology coordination tools (IRTWTCTs) alternatives ranking performance decisions in supply chain management (SCM). RFID-enabled techno-economic feasibility decisions are enhancing the SC visibility in apparel supply chains (ASCs). The RFIDSVAs mechanism selections have performed significant agility to strategic competitive advantages, namely, inventory visibility, multi-tags ownership transfer within trusted third party, etc.Design/methodology/approachFuzzy analytical hierarchy process (FAHP) and FAHP-fuzzy Technique for Order of Preference by Similarity to Ideal Solution (FTOPSIS) approaches have been used to evaluate the quantitative assessment of RFIDSVA mechanisms selection decision based on weight priority orders and IRTWTCTs alternatives selection in ASC networks. The comparison of FAHP and FAHP-FTOPSIS approaches to evaluate the integrated framework develop in RFIDSVAs mechanisms and IRTWTCTs alternatives selection decisions in Indian multi-tier ASC networks.FindingsThe result found that the FAHP-FTOPSIS approaches have used to prioritizing the RFIDSVA mechanism selection weights and also identify the IRTWTCTs alternatives ranking preferences order in apparel SCM. The comparison between the FAHP and FAHP-FTOPSIS approach to quantitative assessments from RFIDSVA mechanisms and IRTWTCTs alternatives selection decisions, which enable them SC agility potential across multi-tier visibility in ASC networks. ASC stakeholders can be benefited by techno-economic feasibility decisions, RFID-enabled shop floor activities, multi-tags ownerships transfer in SCs and knowledge-based cryptography tags/items separation in SCs.Research limitations/implicationsThe research work has considered only five RFIDSVA mechanisms and also three integration of RFIDTWTCTs alternatives in multi-tier ASC. The strategic competitive advantages are achieved by RFID-enabled break-even tags price decisions and also techno-economic feasibility decision by contractual design multi-tier SC stakeholder’s involvements.Practical implicationsThe pilot project study explores that the quantitative assessment decision has based on RFID-enable techno-economic feasibility in ASCs. Stakeholders can be benefited by inventory control of the financial losses, reducing the inventory inaccuracies and multi-tags ownership transfer within trusted third-party traceability in ASC networks.Originality/valueThis study explores the RFID-enabled apparel SC process and activities visibility (natural fibre’s fibre producer, fibre dyeing producer, yarn spinning producer, knitting and finishing producer).

Chance events and strategic competitive advantage in elite sport: crises and sport-specific chance events

This research spearheads the exploration of chance events in sport studies by the case study of Taiwanese archery, artistic gymnastics and baseball based on policy prominence and Taiwan’s international competitiveness. By using Porter’s national diamond model that examines the competitive advantage, this paper explores how unexpected and uncontrollable events impact competitive advantage and how nations can proactively respond to chance events. Three elite sports/disciplines in which Taiwan has were selected for in-depth case studies with 21 semi-structured interviews. The result shows that chance events are wide-ranging and the impact is context-specific, and chance events impact a nation’s elite sport competitive advantage by altering the national diamond. The key contributions of the study are the disaggregation/development of crises and the identification of unexpected successes and failures as major chance events. This study has substantial practical implications for how elite sport policy actors and practitioners acquire and maintain competitive advantage.

Modeling the sustainable development of the foreign economic activity of agricultural enterprises (case for Ukraine)

The level of any country’s involvement in foreign trade significantly influences its economic situation, primarily because it is a major channel of foreign exchange earnings. The development of agriculture in Ukraine is the basis for increasing the gross domestic product, as it provides jobs to a significant part of the population. The success of foreign economic activity of agricultural enterprises is primarily determined by their level of strategic competitive advantage in the world market. Making management decisions on foreign economic activity, according to the position of competitiveness of agricultural enterprises, is a rather complex process, which should be preceded by analysis and assessment. Building strategic competitive advantages of agricultural enterprises ensures the efficiency and effectiveness of their foreign economic activity. The article deals with a methodical approach to classifying agricultural enterprises in Ukraine according to the degree of foreign economic activity, which includes calculation of the regional index of export competitiveness of agricultural enterprises and their grouping by the degree of foreign economic activity. For grouping, we propose to use a simple method for one grouping feature at regular intervals. As a result, three groups of agricultural enterprises of the regions of Ukraine are singled out in accordance with the degree of development of the foreign economic activity, namely with a low, medium, and a high degree of development.

Innovacionnye perspektivy razvitiya mashinostroitel'nogo kompleksa (na primere Azerbajdzhana)

In the conditions of modern development of the economy, science and technology, efficient and sustainable development of enterprises in various fields of agriculture is achieved by rapidly using scientific discoveries and innovations that provide a strategic competitive advantage in the market. The article discusses the innovative activity for the development of the Azerbaijani machine-building complex.

Managerial marketing and behavioral marketing: when myths about marketing management and consumer behavior lead to a misconception of the discipline

AbstractMarketing has become accepted and proven in science and practice over the past decades. Many principles of marketing have become self-evident, but have led to gross generalizations and simplified thought patterns. This article examines myths and metaphors in marketing. A distinction is made between myths of managerial marketing and of behavioral marketing. In both sub-disciplines, we are often dealing with complex and invisible phenomena that occur in a variety of contexts. Attempts to explain these phenomena are therefore particularly prone to the emergence of myths or misconceptions. From a managerial perspective, topics such as the philosophy and leadership role of marketing, the generation of innovation success, the development of strategic competitive advantages, and brand management are reflected. Since the change from a sellers’ market to a buyers’ market, consumer behavior research and marketing have been closely intertwined. Therefore, findings from consumer behavior research form a central basis for successful decisions in marketing management. Based on this background, the second part of the article focuses on myths of consumer behavior research, here addressing unconscious phenomena in consumer behavior, mainly the discussion of subliminal priming (and its impact on manipulation) and unconscious perception as well as of unconscious motives, and approaches to implicite attitude measurement. Finally, implications are derived as to what extent the presented phenomena and the unveiling of myths have an impact on marketing management and on consumer behavior research and what roles these disciplines should take in the future. In the era of climate change and digital transformation, particular challenges are emerging. Thus, facts and not myths should determine the future path of the marketing discipline.

GLOBAL TRENDS OF DIGITAL MARKETING IN THE POST-WIDE PERIOD

Abstract. The purpose of the article is to identify the most relevant elements and marketing tools of digitization, as well as to summarize the current global trends of digital marketing in the post-Covid period. The set goal determined the solution of the following tasks: 1) to analyze the current tools of digital marketing in the pre-covid and post-covid periods; 2) consider successful practices of using digital marketing by global companies; 3) to compare the scope of application of classic and innovative marketing tools, to determine the reasons and consequences of abandoning classic marketing tools. The research used the methods of system analysis, generalization, comparison, the graphic method. The importance and prospects of digital marketing as an effective tool for the development of modern business in the post-Covid period are substantiated. The expediency of transforming the current behavior models of enterprises in the market environment is argued, taking into account the possibilities of applying digital marketing as an effective tool for their sustainable and effective development. The advantages of digital marketing over classical marketing are determined, in particular, they include the focus on increasing customer orientation, strengthening the emotional connection with existing customers using modern technologies. The most appropriate methods of digital marketing that can be implemented in the post-Covid period have been identified. A complex of advantages of digital transformation and development of enterprises in the conditions of the COVID-19 pandemic and after it has been formed. The global practice of using digital marketing in the post-covid era, the reasons and consequences of the rapid transition from classic marketing to digital marketing tools are studied. Research methods were: analysis, comparison, forecasting by the method of expert evaluations, systematization of data. The hypothesis that the mass transition to digital marketing contributes to more efficient use of company resources and provides an opportunity to achieve wide recognition of the brand/product in the international market was investigated and its confirmation was provided based on the conducted analysis. Conclusions generalize that many digital marketing trends in the post-Covid period intersect and interact with each other. Modern marketing concepts of interaction, adaptive marketing and further personalization form the basis of current digital marketing trends. Businesses should quickly adapt to new changes, use all possible methods and functions, and monitor digital marketing trends in order to respond in time. As a result, demand for the flexibility of marketing teams and customer service professionals will increase in the coming years, and new trends and opportunities in the field of digital marketing will emerge. Although it is impossible to predict the future, especially in times of war, it is necessary to monitor global trends, to monitor the impact of digital marketing on the audience, whose demands are growing. Therefore, it is advisable to actively apply alternative methods of advertising, implement the latest technologies of product promotion and test new digital methods for implementing an effective marketing strategy. And also generate ideas, apply innovative solutions and creativity, because with the help of new ideas you can create new trends, providing strategic competitive advantages of business. Mass transition to digital marketing contributes to more effective use of company resources and provides an opportunity to achieve wide recognition of the brand/product both in the domestic and international markets. Keywords: trends, marketing, digital marketing, target audience, content, post-covid period.