СОВРЕМЕННЫЕ ФАКТОРЫ ТРАНСФОРМАЦИИ КОРПОРАТИВНЫХ ЦЕННОСТЕЙ И БРЕНДИНГА

Маркетинг в России и за рубежом. 2023. № 6. С. 14–16.

Krasyuk T.

Current paper raises the systematization issue of the factors influencing the transformation in the context of strategic marketing management and modern economic trends, such as ecosystems and digitalization. The object of the author's research is the processes of value transformation as a means of strategic management and communication with stakeholders, as well as the result of significant changes in the environment. Particular attention is paid to the evolutionary transition of value-oriented management to the concept of «Values drive business and determine strategy». This evolutionary transition correlates with the evolution of the theory of strategic management. The study raises the question: is the transformation of corporate values a strategic action, a determinant or the result of adaptation, a response in a period of global change? Based on the study, the author comes to the conclusion that the opportunities for strategic development based on the advantages of the value economy in Russian small and medium-sized businesses in most industries are an untapped potential.

Keywords: брендинг, адаптация, трансформация, стратегия, бизнес-модель, управление на основе ценностей, Миссия, КОРПОРАТИВНЫЕ ЦЕННОСТИ