BUSINESS INFORM JOURNAL.

УКР

ENG

Search:

REGISTRATION CERTIFICATE

KV #19905-9705 PR dated 02.04.2013.

FOUNDERS

RESEARCH CENTRE FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS (KHARKIV, UKRAINE)

According to the decision No. 802 of the National Council of Television and Radio Broadcasting of Ukraine dated 14.03.2024, is registered as a subject in the field of print media.
ID R30-03156

PUBLISHER

Liburkina L. M.

SITE SECTIONS

Formation of an Adaptive Corporate Culture Management Mechanism for Enterprises on the Basis of Marketing Approaches
Obydiennova T. S., Dudnieva I. E., Vasylieva M. O.

Obydiennova, Tetiana S., Dudnieva, Iuliia E., and Vasylieva, Mariia O. (2025) “Formation of an Adaptive Corporate Culture Management Mechanism for Enterprises on the Basis of Marketing Approaches.” Business Inform 2:511–517.
https://doi.org/10.32983/2222-4459-2025-2-511-517

Section: Management and Marketing

Article is written in Ukrainian
Downloads/views: 1

Download article (pdf) -

UDC 005.73:005.336.3:658.8

Abstract:
The aim of the article is to develop and substantiate a mechanism for adaptive management of corporate culture in enterprises based on marketing approaches to ensure the resilience of changes and improve the efficiency of management processes. Analyzing, systematizing, and generalizing scientific approaches to corporate culture management, the article examines the key stages of adaptive corporate culture management: analysis of the existing corporate culture, identification of target segments, development of a change strategy, communication and implementation of changes, as well as continuous monitoring and adjustment of the strategy. The mechanism involves a flexible combination of these stages, allowing for prompt responses to internal and external challenges. The main aim of this mechanism is to create an effective tool for transforming corporate culture, which contributes to increasing staff motivation, strengthening organizational identity, and forming unified corporate values. It is proved that staff motivation, effective communication, and a feedback system are the main factors for the successful implementation of adaptive corporate culture management. The necessity of using marketing tools to consider the needs of staff and to form an appropriate motivation system that contributes to reducing resistance to change is substantiated. As a result of the research, a mechanism for adaptive corporate culture management has been developed, combining marketing approaches with modern management technologies, ensuring the integration of changes into the enterprise’s activities. The proposed approach promotes the formation of a flexible and resilient corporate culture, increasing employee engagement and the efficiency of organizational processes. The significance of monitoring and evaluating results as tools for adjusting change strategies and ensuring their long-term effectiveness is revealed. The impact of adaptive corporate culture management on enhancing the competitiveness of the enterprise is determined. It is concluded that a comprehensive approach to corporate culture management allows for the creation of a favorable environment for development of staff and ensures the enterprise’s resilience in a dynamic market environment.

Keywords: adaptive management, corporate culture, marketing approaches, staff motivation, organizational changes, enterprise competitiveness.

Fig.: 1. Bibl.: 13.

Obydiennova Tetiana S. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Economics and Management, Educational and Scientific Institute "Ukrainian Engineering and Pedagogical Academy" of V. N. Karazin Kharkov National University (16 Unіversytetska Str., Kharkіv, 61003, Ukraine)
Email: [email protected]
Dudnieva Iuliia E. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Economics and Management, Educational and Scientific Institute "Ukrainian Engineering and Pedagogical Academy" of V. N. Karazin Kharkov National University (16 Unіversytetska Str., Kharkіv, 61003, Ukraine)
Email: [email protected]
Vasylieva Mariia O. – Senior Lecturer, Department of Economics and Management, Educational and Scientific Institute "Ukrainian Engineering and Pedagogical Academy" of V. N. Karazin Kharkov National University (16 Unіversytetska Str., Kharkіv, 61003, Ukraine)

List of references in article

Androsova, O. F. “Mekhanizm formuvannia korporatyvnoi kultury na mashynobudivnykh pidpryiemstvakh Ukrainy ta protsesy yii rozvytku“ [The Mechanism of Corporate Culture Formation at Machine-building Enterprises of Ukraine and the Processes of Its Development]. Ekonomichnyi prostir. 2019. https://prostir.pdaba.dp.ua/index.php/journal/article/view/23
Khymych, I. H. “Model formuvannia korporatyvnoi kultury dlia mashynobudivnykh pidpryiemstv“ [Model of Corporate Culture Formation for Machine-building Enterprises]. Derzhava ta rehiony. Seriia : Ekonomika ta pidpryiemstvo, no. 2 (2010): 218-223.
Hevko, V. L. “Mekhanizm upravlinnia orhanizatsiinoiu kulturoiu pidpryiemstv merezhevykh struktur: systemnyi pidkhid“ [Mechanism for Managing Organizational Culture of Network-structured Enterprises: A Systemic Approach]. Infrastruktura rynku, no. 33 (2019): 154-159.
Teron, I. V. “Korporatyvna kultura v mekhanizmakh rehuliuvannia sotsialno-trudovykh vidnosyn“ [Corporate Culture in the Mechanisms of Regulation of Social and Labor Relations]. Hlobalni ta natsionalni problemy ekonomiky. 2015. http://global-national.in.ua/archive/6-2015/131.pdf
Ovcharenko, M. I. “Metodychni pidkhody do optymizatsii vyboru systemy upravlinskykh dii shchodo rozvytku korporatyvnoi kultury promyslovykh pidpryiemstv z pozytsii ikh efektyvnosti“ [Methodological Approaches to Optimizing the Choice of a System of Managerial Actions Regarding the Development of the Corporate Culture of Industrial Enterprises From the Standpoint of Their Effectiveness]. Marketynh i menedzhment innovatsii, no. 3 (2013): 129-136.
Zaloznova, Yu. S., Trushkina, N. V., and Rynkevych, N. S. “Udoskonalennia orhanizatsiino-ekonomichnoho mekhanizmu upravlinnia rozvytkom orhanizatsiinoi kultury pidpryiemstv“ [Improving the Organizational and Economic Mechanism for Managing the Development of Organizational Culture of Enterprises]. Ekonomichnyi prostir, no. 149 (2019): 133-154.
Beliak, T. O. “Aktyvizatsiia vplyvu korporatyvnoi kultury na rozvytok sotsialno-trudovykh vidnosyn“ [Increasing the Influence of Corporate Culture on the Development of Social and Labor Relations]: dys. … kand. ekon. nauk : 08.00.07, 2016.
Stepanova, L. V., and Tuzhylkina, O. V. “Korporatyvna kultura v konteksti rehuliuvannia sotsialno-trudovykh vidnosyn“ [Corporate Culture in the Context of Regulating Social and Labor Relations]. In Sotsialno-trudovi vidnosyny: problemy nauky ta praktyky, 518-534. 2020.
Dmytrenko, M. I. “Korporatyvna kultura: typolohiia u sotsialnomu vymiri“ [Corporate Culture: Typology in the Social Dimension]. Visnyk KhNPU imeni H. S. Skovorody "Filosofiia", no. 44 (2019): 3-18.
Demianenko, T. “Formuvannia orhanizatsiino-ekonomichnoho mekhanizmu upravlinnia rozvytkom promyslovoho pidpryiemstva“ [Formation of an Organizational and Economic Mechanism for Managing the Development of an Industrial Enterprise]. Development Service Industry Management, no. 3 (2024): 19-25. DOI: https://doi.org/10.31891/dsim-2024-7(3)
Dudnieva, Yu., and Soboliev, T. “Transformatsiia orhanizatsiinoi kultury pidpryiemstv v umovakh voiennoho stanu“ [Transformation of the Organizational Culture of Enterprises Under Martial Law]. Adaptyvne upravlinnia: teoriia i praktyka. Seriia Ekonomika, no. 18(36) (2024). DOI: https://doi.org/10.33296/2707-0654-18(36)-10
Obydiennova, T., Baskakov, S., and Liskov, I. “Tsyfrovyi marketynh u formuvanni kultury rozvytku subiektiv hospodariuvannia“ [Digital Marketing in Shaping the Culture of Development of Business Entities]. Adaptyvne upravlinnia: teoriia i praktyka. Seriia Ekonomika, no. 16(32) (2023). DOI: https://doi.org/10.33296/2707-0654-16(32)-06
Vasylieva, M., and Kompaniiets, O. “Osoblyvosti formuvannia tvorchoho potentsialu pidpryiemstva“ [Features of the Formation of the Creative Potential of an Enterprise]. Adaptyvne upravlinnia: teoriia i praktyka. Seriia Ekonomika, no. 17(34) (2023). DOI: https://doi.org/10.33296/2707-0654-17(34)-07

FOR AUTHORS

License Contract

Conditions of Publication

Article Requirements

Regulations on Peer-Reviewing

Publication Contract

Current Issue

Frequently asked questions

INFORMATION

The Plan of Scientific Conferences

OUR PARTNERS

Journal «The Problems of Economy»

The site and its metadata are licensed under CC BY-SA.

Write to webmaster