Marketing aspects of innovative development of business organizations in the sphere of production, trade, transport, and logistics in VUCA conditions

Popova, Nadezhda ^[1] ; Kataiev, Andrii ^[1] ; Nevertii, Anna ^[1] ; Kryvoruchko, Oksana ^[2] ; Skrynkovskyi, Ruslan ^[3]
1. [1] Kyiv National University of Trade and Economics
  
  Kyiv National University of Trade and Economics
  
  Ucrania
2. [2] Kharkiv National Automobile and Highway University
  
  Kharkiv National Automobile and Highway University
  
  Ucrania
3. [3] Lviv University of Business and Law, Ukraine
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Localización: Estudios de economía aplicada, ISSN 1133-3197, ISSN-e 1697-5731, Vol. 38, Nº. 4 (The Recent Economic Trends and their Impact on Marketing), 2020 (Ejemplar dedicado a: The Recent Economic Trends and their Impact on Marketing)
Idioma: inglés
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Resumen
- The objective of this study is to identify the main trends of integration and innovation of marketing, which will make it possible for business organizations, including industrial enterprises, trading companies, and transport and logistics companies, taking into account the feature of the modern world, to direct the marketing activities towards the sustainable innovative development. The research is focused on the impact of the modern world characteristics and features of the digital society on the innovative development of business organizations, as well as identifies the key areas of integration of marketing and innovation. As a result of the analysis of vacancies of the world’s leading companies, the requirements for marketers working in the field of innovation are generalized. Based on the results obtained, the basic principles of sustainable innovative development of business organizations are formulated, taking into account marketing and innovation integration.