ORGANIZATIONAL AND ECONOMIC POTENTIAL OF RE-ENGINEERING BUSINESS PROCESSES IN THE CONTEXT OF MARKETING ACTIVITY OF AN INDUSTRIAL ENTERPRISE TO ENSURE ITS EFFICIENT INNOVATIVE ACTIVITY

Keywords: re-engineering of business processes, marketing, innovative marketing, the organization of business processes, industrial enterprises

Abstract

The subject matter of the study is the principle of organization of innovative activity of domestic industrial enterprises and functional links between marketing and innovation activities in the process of re-engineering business processes. The goal of the article is to reveal the organizational and economic potential for attracting business process re-engineering in the marketing activities of industrial enterprises to ensure efficient innovative marketing in particular and effective innovative activity in general. The following tasks were solved in the article: statistical indicators of innovative activity of domestic industrial enterprises and corresponding sources of financing were investigated; scientific works on the topic of innovative marketing, innovation marketing, the innovative component of re-engineering and re-engineering of business processes in marketing activities were studied and analyzed. The following methods were used: the comparative analysis, system approach, statistical analysis.  The following results were obtained. Ukrainian industrial enterprises lack innovations. Enterprises should independently find out how to ensure efficient innovations using the available resource potential. Innovations is a clearly defined benchmark for the industry and moreover, innovations should take place not only in technologies and the final product but also in management. All these factors require involving radical innovations which include the re-engineering of business processes. In the period of crucial changes in both internal and external business environment, marketing should become responsible for adapting the enterprise to new principles of operation. Thus, a number of activities in the area of marketing and innovation were listed, the innovative function of marketing of industrial enterprises was specified and the theoretical and methodical approach to the innovative marketing of industrial enterprises in the process of re-engineering business processes was upgraded. Conclusions. Re-engineering business processes in the context of industrial enterprise marketing include a significant organizational and economic potential that can be used to ensure the efficient innovative marketing in particular and the efficient innovative activity in general.

Downloads

Download data is not yet available.

Author Biography

Denys Kobyzskyi, Sumy State University, JSC "NASOSENERGOMASH Sumy"
Sumy State University, Postgraduate Student at the Department of Economics, Entrepreneurship and Business Administration, JSC "NASOSENERGOMASH Sumy", Marketing Department Chief

References

Materials of State Statistice Service of Ukraine, available at : http://ukrstat.gov.ua/.

Archive of Basic Trends of Money Exchange Market, National Bank of Ukraine : web-site, available at : https://bank.gov.ua/control/uk/publish/category?cat_id=40823

Hammer, M., Champy, J. (1997), Reengineering the Corporation: A Manifesto for Business Revolution : translated from English, St.-P. : St-P, University Publish House, 332 p.

Davenport, T. (1993), Process Innovation : Reengineering Work through Information Technology, Harvard Business School Press, 201 p.

Taraniuk, L. M., Kobyzskyi, D. S., Taraniuk, K. V. (2016), "Organizational and Economic Opportunities of Reengineering Business-processes as Part of the Effective Functioning for Native Machine-building Branch Recreation", Mechanism of Economic Regulation, No. 4, P. 68–76.

Kobyzskyi, D. S. (2017), "Preconditions of Marketing Activity Reengineering at Ukrainian Machine-building Enterprises" ["Peredumovy vprovadzhennja reinzhyniryngu marketyngovoji dijalnosti ukrajinskyx mashynobudivnyx pidpryjemstv"], Mechanism of Economic Regulation, No. 3, P. 76–84.

Kobyzskyi, D. S. (2018), "Organizational and Economic Provision of Marketing Activity Reengineering at Ukrainian Machine-building Enterprises" ["Organizacijno-ekonomichne zabezpechennja reinzhyniryngu marketyngovoji dijalnosti ukrajinskyx mashynobudivnyx pidpryjemstv"], Business-Inform, No. 2, P. 319–325.

Illjashenko, S. M. (2008), Marketing of Innovations and Innovations in Marketing : Monograph [Marketyng innovacij i innovaciji v marketyngu : Monografiya], ed. by S. M. Illjashenko, Sumy, University Book, 615 p.

Utkin, E. A. (1998), Business-reengineering : Business Reniew, Moscow, Tandem, 219 p.

Illjashenko, N. S. (2011), Organizational and Economic Basis of Innovative Marketing of Industrial Enterprises : Monograph [Organizacijno-ekonomichni zasady innovacijnogo marketyngu promyslovyz pidpryjemstv : Monografya], Sumy State University Publish House, 192 p.

Drachuk, J. Z., Trushkina, N. V. (2013), "Directions of Marketing Provision of Industrial Manufacturing Modernization" ["Naprjamy marketyngovogo zabezpechennja modernizaciji promyslovogo vyrobnyctva"], Regional Business-Economy and Managemenet, No. 2 (38), P. 35–42, available at : http://nbuv.gov.ua/UJRN/Rbetu_2013_2_8.

Kushneruk, A. S. (2012), "Theoretical Issues of Governmental Policy of Industrial Development on Marketing Basis", ["Teoretychni zasady derghavnoji polityky promyslovogo rozvytku na zasadax"], Actual Problems of Economics, No. 9 (135), P. 86–93, available at : http://nbuv.gov.ua/UJRN/ape_2012_9_11.

Vinichenko, I. I. (2013), "Singularities of Marketing Management of Enterprises’ Innovative Activity" ["Osoblyvosti marketyngovogo upravlinnja innovacijnoju aktyvnistju pidpryjemstv"], Effective Economics, No. 2, available at : http://nbuv.gov.ua/UJRN/efek_2013_2_3.

Ukrajinec, A. I. (2012), "Analyze of Innovative Marketing Implementation Abilities" ["Analiz mozhlyvostej vprovadzhennja innovacijnogo marketyngu na mashynobudivnyx pidpryemstvax Lvivshchiny"], Bulletin of National University "Lvivska Politekhnika", No. 749 : Logistics, P. 299–304, available at : http://ena.lp.edu.ua:8080/hande/ntb/25833.

Elwin, T. Reengineering Marketing, available at : https://tobyelwin.com/reengineering-marketing/

Abdikeev, N. M., Kiseljov, A. D. (2010), Corporation’s Knowledge Management and Business Reengineering [Upravlenie znanijami korporacii i reinzhiniring biznesa], ed. by N. M. Abdikeev, Moscow, "Infra", 382 p.

Myronenko, K., Kovalenko, A., Stanislavnik, E. (2014), "Key Aspects of ERP-systems Implementation at Innovative-active Industrial Enterprises" ["Kljuchevye aspekty vnedrenija ERP-system na innovacionno-aktivnyx promyshlennyx predprijatijax"], Scientific Bulletin of Odessa National Economic University, No. 6, P. 83–94, available at : http://nbuv.gov.ua/UJRN/Nv_2014_6_10.

Bekker, J., Vilkov, L., Taratukhin, V. (2007), Processes Management, Moscow, "Eksmo", 384 p.

Gardiner, S. C., Hanna, J. B., La, Tour M. S. (2002), "ERP and the Reengineering of Industrial Marketing Processes. A Prescriptive Overview for the New-Age Marketing Manager", Industrial Marketing Management, Vol. 31, No. 4, P. 357–365. DOI: https://doi.org/10.1016/S0019-8501(01)00167-5.

Attaran, М. (2004), "Exploring the Relationship between Information Technology and Business Process Reengineering. Information & Management. Vol. 41, No. 5, P. 585–596. DOI: https://doi.org/10.1016/S0378-7206(03)00098-3.

Micu, A., Capatina, A., Micu, A. E. (2012), "Marketing Process Reengineering within a Romanian Software Company Focused on the Implementation of a Freelancing Strategy", iBusiness, Vol.4, No. 4, P. 341–349. DOI: https://doi.org/10.4236/ib.2012.44043.

Morokhova, V. O., Borzakovska, L. V. "Complex Interaction of Marketing and Innovative Activities of Industrial Enterprise" ["Kompleksna vzajemodija marketyngovoji ta innovacijnoji dijalnosti promyslovogo pidpryjemstva"], Management of Innovative Process in Ukraine, available at : http://ena.lp.edu.ua/bitstream/ntb/14834/1/109_179-180_120506_maket_ena_ntb.pdf.

Illjashenko, N. S. (2010), "Implementation of Innovative Marketing Conception within Industria Enterprises Activity" ["Vprovadzhennja koncepcii innovacijnogo marketyngu v dijalnistj promyslovyx pidpryjemstv"], Marketing and Management of Innovations, No. 1, P. 28–33.

Gaponenko, A. L. (2006), Economics, Based on Knowledge [Ekonomika, osnovannaja na znanijax], Moscow, "RAGS", 352 p.

Gilbert Forti "Reengineering Marketing Strategies", Lahti University of Applied Sciences : Degree Programme in International Business, available at : https://www.theseus.fi/bitstream/handle/10024/51425/Forti_Gilbert.pdf?sequence=4&isAllowed=y.


Abstract views: 124
PDF Downloads: 26
Published
2018-09-26
How to Cite
Kobyzskyi, D. (2018) “ORGANIZATIONAL AND ECONOMIC POTENTIAL OF RE-ENGINEERING BUSINESS PROCESSES IN THE CONTEXT OF MARKETING ACTIVITY OF AN INDUSTRIAL ENTERPRISE TO ENSURE ITS EFFICIENT INNOVATIVE ACTIVITY”, INNOVATIVE TECHNOLOGIES AND SCIENTIFIC SOLUTIONS FOR INDUSTRIES, (3 (5), pp. 95-105. doi: 10.30837/2522-9818.2018.5.095.