DEVELOPING MARKETING CAPABILITIES WITHIN AN ENTERPRISE PERFORMANCE ENHANCEMENT STRATEGY
企業業績向上戦略におけるマーケティング能力の開発 (AI 翻訳)
Dmytro Pedchenko
🤖 gxceed AI 要約
日本語
本研究は、不確実な市場環境における企業業績向上戦略を提案する。マーケティング能力の開発とマーケティングツールの相乗効果を活用し、財務、運営、環境、社会など多面的な業績指標の達成を目指す。システムアプローチに基づく理論的枠組みを提供する。
English
This study proposes a strategy for enhancing enterprise performance in turbulent market environments through developing marketing capabilities and forming synergistic portfolios of marketing tools. It integrates financial, operational, environmental, social, and innovative performance indicators. The framework supports coherent decision-making for performance improvement.
Unofficial AI-generated summary based on the public title and abstract. Not an official translation.
📝 gxceed 編集解説 — Why this matters
日本のGX文脈において
本論文は環境面を含む業績指標を戦略に組み込む枠組みを提案しており、日本の統合報告書やESG経営に関連するが、GXの核心からはやや外れる。
In the global GX context
This paper provides a strategic framework that incorporates environmental and social performance, aligning with global emphasis on integrated thinking and ESG integration in business strategy. However, it does not specifically address climate or decarbonization.
👥 読者別の含意
🔬研究者:Researchers in strategic management and performance measurement may find the integrated framework useful for further empirical testing.
🏢実務担当者:Corporate strategy teams can apply the synergistic portfolio approach to align marketing investments with sustainability goals.
📄 Abstract（原文）
Turbulent market environments increase the need for coherent strategies that enhance enterprise performance. Designing such a strategy involves developing marketing capabilities and forming a synergistic portfolio of marketing tools aligned with target performance indicators and mechanisms for adapting to environmental changes. The research is based on a systematic approach to studying strategic performance management, conceptual provisions of Business Performance Management, the theory of dynamic capabilities, and modern marketing science achievements. The study employs methods of theoretical generalization, structural-logical analysis, conceptual modeling, and graphic visualization to form a holistic theoretical and methodological construct of the performance enhancement strategy. An original definition of the enterprise performance enhancement strategy is proposed as a purposefully designed system of interrelated management decisions and action rules that determine priorities, resources, temporal logic, and coordination mechanisms to achieve a target level of performance. It is demonstrated that the key role in implementing such a strategy is played by developing marketing capabilities and forming an adaptive synergistic portfolio of marketing tools. A theoretical-conceptual framework for designing a performance enhancement strategy has been developed, integrating the development of enterprise marketing capabilities with achieving target performance indicators in financial, operational, innovative, environmental, social, and production spheres. It is substantiated that achieving the target performance level is ensured through maintaining the manifestation of emergent effects from the synergistic application of marketing tools in various areas of enterprise activity. The proposed approach enables enterprises to form a balanced system of management decisions for enhancing performance through purposeful development of marketing capabilities and forming a portfolio of marketing tools considering the specifics of a turbulent external environment. Research results can be used in developing corporate, competitive, and functional strategies for enterprises across various economic sectors.
🔗 Provenance — このレコードを発見したソース
- semanticscholar https://doi.org/10.32782/business-navigator.84-5first seen 2026-05-05 21:53:15
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gxceed は公開メタデータに基づく研究支援データセットです。要約・翻訳・解説は AI 支援で生成されています。 最終的な解釈・検証は利用者が原典資料に基づいて行うことを前提とします。