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| Issues | Sections | Authors | Keywords |
Article
| Issue: | 2025 №3 (91) |
| Section: | Management |
| UDK: | 658.8 |
| DOI: | https://doi.org/10.33271/ebdut/91.057 |
| Article language: | Ukrainian |
| Pages: | 57-66 |
| Title: | Integration of sustainable development into modern management strategies for online product promotion |
| Authors: | Kasian S. Ya., Dnipro University of Technology, Shapoval D. Ye., Dnipro University of Technology |
| Annotation: | Methods. The research results were obtained using system analysis methods during the processing of companies' annual financial reports, structural modelling during the analysis of the Google Ads advertising office, sales funnel, user interaction, and management strategy analysis during the study of online product promotion on the market. Theories of marketing, logistics and competition were applied. Both primary and secondary data from open source reports and internal reports were used. Results. It was found that integrating sustainable development principles into management strategies contributes to improving communication effectiveness in promotion and companies' competitiveness in the market. Examples of successful cases where environmental and social initiatives had a positive impact on brand image were analysed. In terms of sustainable development management, the company Patagonia has established a number of key points: environmental sustainability, fair working conditions, support for local communities, the Worn Wear programme, and Patagonia Provisions. The components of implementing the concept of sustainable development in the management of Miele company are highlighted: reducing environmental impact, waste recycling programmes, social responsibility projects, etc. It is proposed to integrate the principles of sustainable development into management strategies as a tool for supporting economic stability, marketing efficiency and social responsibility in times of crisis. It has been established that even during military operations, companies that actively implement environmental and social initiatives maintain and strengthen their market positions, as well as contribute to the restoration and development of national society and Ukraine's independence. Novelty. The organisation of sustainable development at Miele through central committees has been analysed, where initiative groups are organically integrated into this organisation, forming general decisions within the priority areas of sustainable development, and the company's structural divisions create their own sustainable development programmes based on the central strategy and implement a series of events. The metrics for measuring the company's sustainable development are outlined in a projection of short online actions, in which certain KPIs are agreed upon for product energy efficiency, durability, service and emissions optimisation. Marketing research based on the focus group method was organised and conducted. Recommendations were provided in the field of sustainable development management: to continuously improve the durability and customer service of innovative products; to form communication reinforcement to increase trust in the brand; to develop the brand's environmental initiatives that demonstrate the application of sustainable development principles in its relations with the external environment. Practical value. Recommendations for implementing sustainable development principles in online product promotion management are used by companies to increase their competitiveness and brand management in the market. Following these recommendations not only helps to increase consumer trust and loyalty, but also ensures sustainable business growth, improved management efficiency, and unique corporate branding. |
| Keywords: | Sustainable development, Management, Integration, Online promotion, Brand management, Consumer loyalty |
| File of the article: | EV20253_057-066.pdf |
| Literature: |
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Editor-in-Chief
Makurin A. A., Doctor of Economic Sciences, Professor, Department of International Relations and Audit, Dnipro University of Technology
Deputy Editors-in-Chief:
Buleev I. P., Doctor of Economic Sciences, Professor, Chief Researcher, Department of Enterprise Economics, Institute of Industrial Economics of the National Academy of Sciences of Ukraine, Ukraine
Vahonova O. H., Doctor of Economic Sciences, Professor, Head of the Department of Applied Economics, Entrepreneurship and Public Administration, Dnipro University of Technology
Chair of the Editorial Board
Bezuhla L. S., Doctor of Economic Sciences, Professor, Head of the Department of Tourism and Enterprise Economics, Dnipro University of Technology
Members of the Editorial Board:
- Andrii Andriiovych Makurin, Doctor of Economic Sciences, Professor, Professor at the Department of International Relations and Audit, Dnipro University of Technology, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0001-8093-736X - Oleksandra Hryhorivna Vahonova, Doctor of Economic Sciences, Professor, Head of the Department of Applied Economics, Entrepreneurship and Public Administration, Dnipro University of Technology, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0001-6553-7771 - Liudmyla Serhiivna Bezuhla, Doctor of Economic Sciences, Professor, Head of the Department of Tourism and Enterprise Economics, Dnipro University of Technology, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-6520-4325 - Maryna Illivna Ivanova, Doctor of Economic Sciences, Professor, Professor at the Department of Management, Dnipro University of Technology, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-1130-0186 - Oksana Vitaliivna Bashtannyk, Doctor of Sciences in Public Administration, Professor, Professor at the Department of History, Political Theory and Law, Dnipro University of Technology, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0003-4067-3261 - Olena Olehivna Akhmedova, Doctor of Sciences in Public Administration, Associate Professor, Professor at the Department of Tourism and Hotel and Restaurant Business, Kyiv National University of Technologies and Design, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0003-1573-7710 - Mykola Petrovych Horodyskyi, Candidate of Economic Sciences, Associate Professor, Zhytomyr Polytechnic State University, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-2093-5263 - Eleonora Yuriivna Tereshchenko, Candidate of Economic Sciences, Associate Professor, Associate Professor at the Department of Enterprise Economics and Finance, Kyiv National University of Trade and Economics, Ministry of Education and Science of Ukraine, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0003-2272-5224 - Valentyna Andriivna Pavlova, Doctor of Economic Sciences, Professor, Professor at the Department of Entrepreneurship, Alfred Nobel University, Dnipro, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-6762-8041 - Ivan Petrovych Buleev, Doctor of Economic Sciences, Professor, Chief Researcher, Department of Enterprise Economics, Institute of Industrial Economics of the National Academy of Sciences of Ukraine, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-7912-3649 - Olha Volodymyrivna Zakharova, Candidate of Economic Sciences, Associate Professor at the Department of International Economic Relations, Vasyl Stefanyk Carpathian National University, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-8718-0205 - Joanna Rosak-Szyrocka, PhD, Assistant Professor at Częstochowa University of Technology, Poland
https://wis.pcz.pl/wykladowcy---sprawozdawczosc/dr-joanna-rosak-szyrocka
https://orcid.org/0000-0002-5548-6787 - Jolanta Miko Nalivaike, Doctor of Social Sciences, specializing in Management, Vice-Dean of the Faculty of Business Management, Associate Professor at the Department of Management, Vilnius Gediminas Technical University (VILNIUS TECH), Lithuania, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0003-1009-4111 - Marat Kuralbekovich Kamysbayev, Doctor of Economic Sciences, Professor, Department of Management and Mathematical Economics, Kazakh National Research Technical University, Almaty, 050000, Kazakhstan, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-6952-6030 - Jan Skonieczny, PhD in Economics, Assistant Professor at the Department of Organization and Management, Wrocław University of Science and Technology, Poland, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-1027-991X
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