Khandamova E.F., Schepakin M.B., Gubin V.A., Glazyrina E.O.Published in:
Journal of Economics, Entrepreneurship and Law
– Volume 10, Number 3 (March 2020)

JEL classification: M21, M31, O14

Keywords: economy, enterprise brand, factor structure, marketing adaptation, model for managing marketing adaptation of the subject and its brand, production sphere, structural modernization


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Abstract:

The necessity of implementing structural modernization of the economy by improving the management of marketing adaptation of subjects and their brands is indicated. The instability of economic transformations is manifested through the strengthening of the influence of multidirectional processes that reflect the inconsistency of the efforts of the interacting parties to develop and implement innovative solutions in various components of the enterprises' activities. The economic nature of adaptation processes in various aspects of its manifestation under the influence of determining factors is considered. The structure of factors that form the brand's marketing adaptation potential to the requirements of the developing market is systematized. The model of management of marketing adaptation of the company's brand in the conditions of structural modernization of the production sphere is developed.

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