Purpose:
The purpose of the study is to develop to manage the structural modernization of the regional industrial complex by activating the deflator of marketing behavior optimism.
Design/Methodology/Approach:
During the study, we have employed the methods of theoretical knowledge such as formalization and the hypothetical-deductive method, general-logic methods (analysis and synthesis, induction and deduction, comparison, generalization, integrated approach, simulation). As for the specific-scientific methods, we have used categorial analysis, factor analysis, semantic analysis and the method of expert assessment.
Uniqueness/Value:
It is proposed to use a “deflator of marketing behavior optimism” of a manufacturing enterprise in its marketing communication space (MCS) as a tool to manage modernization in the regional industrial complex. Using the value of the marketing behavior optimism index, we will be able to assess the state (quality, nature, scale, importance, etc.) of enterprise’s communications aimed at smart marketing behavior to increase the competitiveness of business enterprises and provide for the efficient restructuring of the regional industrial complex.
Solving the problems of business growth in modern conditions requires effective management of the ever-increasing system of market relations between business and consumers, partners and other participants in the communication space. The increasing role of marketing communications in resolving motivational and resource contradictions between market participants is substantiated. The influence of various potentials on the formation of sources of effective functioning and business development is indicated. Different points of view regarding communication as a category determining the formation of "confidence" as a tool for managing the competitive position of an enterprise are considered. The nature of communication divergence is revealed in the construction of marketing fields of interacting subjects. The need to consider the interrelationship of different resources (labor, intellectual, communication, cognitive, motivational) as the basic components determining the state of the capital (moral, motivational, marketing-behavioral) formed by the subject is identified. A resource approach to building trust in business is proposed. The influence of organizational culture on the implementation of a positive marketing mimicry of business to the requirements of a competitive market is indicated. The model of the enterprise competitive position management by means of increasing the confidence to business in terms of building the marketing communication field is offered.
The article highlights the factors that may affect structural modernization of the industrial production sphere. Its economic substance and managerial identity are revealed. A conceptual model of managing functioning and development of a region's industrial complex in the way of the "restructuring" factor is suggested. Dominant features of structural modernization are defined. The mechanism for managing structural modernization of a region's industry is described.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.