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Liburkina L. M.

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The Conceptual Foundations of Integrating Marketing Business Processes into the Enterprise Strategic Management System
Tarasiuk M. V., Kharchuk T. V.

Tarasiuk, Mykhailo V., and Kharchuk, Tetiana V. (2026) “The Conceptual Foundations of Integrating Marketing Business Processes into the Enterprise Strategic Management System.” Business Inform 1:598–610.
https://doi.org/10.32983/2222-4459-2026-1-598-610

Section: Management and Marketing

Article is written in Ukrainian
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UDC 658.012.2:658.8

Abstract:
The article examines the conceptual foundations of integrating marketing business processes into the enterprise strategic management system within the context of the formation of an innovation-adaptive stage in the development of managerial conceptions. It is substantiated that the increasing complexity of the external environment, the rise in uncertainty, the digitalization of the economy, and the growing role of innovations and human capital drive the transformation of strategic management from rigidly regulated planning models toward process-oriented, flexible, and human-centered approaches. Based on a synthesis of the evolution of strategic management conceptions, the study demonstrates the systematic shift of managerial focus from controlling internal financial parameters to ensuring adaptive interaction between the enterprise and a dynamic and turbulent market environment. It is proved that the contemporary innovation-adaptive stage of strategic management is characterized by the dominance of the dynamic capabilities conception, the integration of sustainable development principles, active use of digital technologies, and the spread of strategic thinking across all levels of the organizational hierarchy. Special attention is given to the rethinking of marketing’s role within the enterprise strategic management system. It is substantiated that marketing in the modern context goes beyond a traditional functional subsystem and transforms into an end-to-end business process integrated into the strategic management architecture. The study shows that marketing business processes serve as carriers of the enterprise’s strategic responsiveness, ensure the creation of customer value, provide the informational base for strategic decision-making and adjustments, and contribute to bridging the gap between strategic planning and practical strategy implementation. It is demonstrated that integrating marketing business processes into the strategic management system is a necessary condition for developing dynamic capabilities, enhancing business model adaptability, and ensuring the strategic resilience of the enterprise. The article concludes that marketing, within the innovation-adaptive paradigm, acquires a system-forming role and acts as a key mechanism for translating strategic objectives into the processual dimension of enterprise development.

Keywords: strategic management, marketing business processes, innovation-adaptive stage, dynamic capabilities, process-oriented approach, customer value, digitalization.

Tabl.: 1. Bibl.: 10.

Tarasiuk Mykhailo V. – Doctor of Sciences (Economics), Professor, Professor, Department of Management, Marketing and Entrepreneurship, National University of Kyiv-Mohyla Academy (2 Skovorody Str., Kyiv, 04655, Ukraine)
Email: [email protected]
Kharchuk Tetiana V – Doctor of Sciences (Economics), Professor, Head of the Department, Department of Management and Economics of Sports, National University of Ukraine on Physical Education and Sport (1 Fizkultury Str., Kyiv, 03150, Ukraine)
Email: [email protected]

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