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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
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