Özet:

System-reflexive paradigm of strategic marketing management, taking into account market environment globalization, business transnationalization process, competition intensification at the national and global level was presented in the paper. The introduction of the considered management paradigm is designed to provide proactive position of the business in relation to the market environment, elimination of the gap between business strategy and market environment, the implementation of strategic opportunities. To disseminate the proposed approach to business management, a mathematical model of the system-reflexive strategic marketing management, taking into account the critical success factors for achieving the market objectives of the business manager was developed in the paper. The extent, to which the rank of the system reflection of the manager affects on the degree of realization of his interests was defined, and the method of determining the success rate of the system-reflexive strategic marketing management of the enterprise was developed. During the study, the critical success factors, namely integrated indicators of degree of realization of interests of internal and external stakeholders of the enterprise, the conformity of the underlying market of the enterprise with the objective indicator of market environment globalization, indicator of the relative market share of the business on underlying markets were identified. Studies have shown a direct correlation between the rank of the system reflection and ability of the manager to realize his own strategic interests. Using system-reflexive marketing in the enterprise activity allows constructively resolve internal and external conflicts, form a strategic vision and corporate strategy, promotes management subjects' awareness of the management object and their own interests in relation to it; increases the business efficiency. Author Biography Андрій Олександрович Длігач, Taras Shevchenko National University of Kyiv, Pushkinska Str. 20A, of. 41, Kyiv, 01004 Candidate of Economics, Аssociate Professor Department of International Economics and Marketing

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