Modeling of business forms of the industrial enterprise in the conditions of high instability of the external environment

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Authors:

T.B. Reshetilova, Doctor of Economics, Professor, National Mining University, Head of Marketing Department, Dnipro, Ukraine, e-mail: This email address is being protected from spambots. You need JavaScript enabled to view it., orcid.org/0000-0002-0375-4495

T.V. Kuvaieva, National Mining University,Assistant Lecturer, Dnipro, Ukraine, e-mail: This email address is being protected from spambots. You need JavaScript enabled to view it., orcid.org/0000-0002-8796-3189

Abstract:

Purpose. Development of the method of coordinating the interaction of the industrial enterprise with partners on the principles of marketing by analyzing the emergence and prevention of negative events.

Methodology. An approach to forming the models of the network organization of business which has a property of adaptation of all partnership participants to the external environment which is constantly changing is offered. The approach is based on the mathematical description of probabilistic processes in the economic system and allows describing formally the behavior of business partners without participation and with the participation of the coordinator for choosing an economically advantageous one in a specific situation.

Findings. Comparison models of marketing forms of organization of the relationships between industrial enterprises from the supplier and producer to the consumer, which have a property of evaluating the managing forms of the network structure under various conditions of the external and internal environment, are proposed. The developed mathematical models allow comparing various marketing forms of the organization of relationship on parameters of production activity of the enterprise at identical probability of the onset of a negative situation. It is shown that the most appropriate form of marketing activity of an enterprise producing expendable tools are flexible partnerships, which provide forming the partner network with the enterprise-integrator.

Originality. Development of the management theory of marketing activities by forming a model toolkit that facilitates a justified choice of the type of coordination of the interaction between an industrial enterprise and partners in the network organization of business in order to obtain equitable conditions for all participants. The advantage of the model is its adaptability to the external environment, which is changing dynamically, and taking into account the risks arising from the formation of consumer demand, which has a probabilistic character.

Practical value. The proposed probabilistic criteria for evaluating the marketing forms of interaction of enterprises within the framework of the network structure allow choosing new varieties of partnership that minimize the risks of fluctuating demand for products through the organization of activities of the enterprise-integrator.

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ISSN (print) 2071-2227,
ISSN (online) 2223-2362.
Journal was registered by Ministry of Justice of Ukraine.
Registration number КВ No.17742-6592PR dated April 27, 2011.

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