Economy and Entrepreneurship
ISSN 2522-459X
Поняття маркетингового стресс-тестування бізнес-моделі підприємства, як фактора сталого розвитку організації
Concept of marketing stress testing business model, as a factor of steady development of enterprise
DOI:
10.33111/EE.2019.43.ZozulovO_MenkovaK
Анотація: Визначено поняття та концептуальну основу маркетингового стрес-тестування бізнес-моделі компанії. Визначено нове поняття маркетингового стрес-тестування (МЗТ-метод) бізнес-моделі підприємств з метою формування стійких бізнес-моделей не тільки в банківській сфері. Систематизовано сучасні підходи до поняття стабільного розвитку підприємств і визначено, яким чином здійснюється сталий розвиток підприємств з точки зору маркетингу. Розглянуто поняття стрес-тесту у банківській сфері та сформувано засади до нового поняття щодо розробки методології. Виявлено основні елементи стрес-тестування, які необхідно використовувати для розробки поняття маркетингового стрес-тестування. Надано вичерпне роз’яснення нового поняття та аргументувати доцільність його впровадження та актуальності в умовах ринкового середовища.
Abstract: Defined concepts and conceptual basis of marketing stress testing of a company’s business model. Determined whether this concept is necessary in today’s marketing environment. Determined which aspects of the economy, marketing and finance affect this area. Defined a new concept marketing stress testing (MST-method) business model of enterprises with the purpose of forming steady business of models not only in a bank sphere. Defined the concept of sustainable development and how it influences modern business. Identified basic concepts and concepts, determined their meaning, systematized and identified definition. Aggregated modern approaches to the concept of stable development of enterprises and to determine how the sustainable development of enterprises is carried out in terms of marketing.
Defined the concept of business model and how it relates to the formation of stress testing method. Considered the core values of business models and identify their features and develop a new methodology. Considered two major business models and their ability to apply the new method. To consider the concept of stress test in the banking sector and to form the basis for a new concept for the development of methodology. Identified the ability to adapt the method to a new concept, identified their differences and form a new format of interaction when using marketing stress testing.
Identified the basic elements of stress testing that you need to use to develop the concept of marketing stress testing. Provided a comprehensive explanation of the new concept and justify its feasibility and relevance in a market environment. Defined the goals of method formation and create two new concepts: the method of marketing stress testing and the concept of marketing stress testing. Companies from different spheres can use this method.
Ключові слова: стрес-тестування, бізнес-модель, маркетингове стрес-тестування, метод МЗТ
Key words: stress testing, business model, marketing stress testing, method of MST
УДК: 339.138
UDC: 339.138
JEL: M31
To cite paper
In APA style
Zozul'ov, O., & Menkova, K. (2019). Concept of marketing stress testing business model, as a factor of steady development of enterprise. Economy and Entrepreneurship, 43, 64-79. http://doi.org/10.33111/EE.2019.43.ZozulovO_MenkovaK
In MON style
Зозульов О.В., Менькова К.І. Поняття маркетингового стресс-тестування бізнес-моделі підприємства, як фактора сталого розвитку організації. Економіка та підприємництво. 2019. № 43. С. 64-79. http://doi.org/10.33111/EE.2019.43.ZozulovO_MenkovaK (дата звернення: 14.03.2025).
With transliteration
Zozul'ov, O., Menkova, K. (2019) Poniattia marketynhovoho stress-testuvannia biznes-modeli pidpryiemstva, yak faktora staloho rozvytku orhanizatsii [Concept of marketing stress testing business model, as a factor of steady development of enterprise]. Economy and Entrepreneurship, no. 43. pp. 64-79. http://doi.org/10.33111/EE.2019.43.ZozulovO_MenkovaK [in Ukrainian] (accessed 14 Mar 2025).
# 43 / 2019
Download Paper
51
Views
18
Downloads
0
Cited by
- Dun & Bradstreet for 2017 «GLOBAL BANKRUPTCY REPORT 2017» with data for the first half ofthe year.
- SUSTAINABILITY OF ECONOMIC SYSTEMS AS A PROSPECTIVE RESEARCH DIRECTION // Economics and Modem Management: Theory and Practice: Coll. Art. on mater. XXXIII Intern, scientificpractical conf. No. 1 (33). — Novosibirsk: SibAK, 2014. conf/econom/xxxiii/36273 https://sibac.info/
- Budumyan E.V. The development ofinnovative investment processes as an objective need to modernize industrial production // Scientific works of the Free Economic Society ofRussia.—2011. — V. 155.—p. 75-80.
- Putiatin A.E., Sharovatov S.V. Evaluation ofmarket sustainability ofenterprises // Scientific works (Vestnik МАТІ). — 2013. —№ 20 (92). —p. 238-245.
- Cherkasov M.N. Organization of resource supply of the innovation process of a manufacturing enterprise // Actual problems of the humanities and natural sciences. — 2013. — № 4. — p. 225-229.
- Gorbunov Yu. V. The concepts of sustainable development in economics and management [Electronic resource] / Yu. V. Gorbunov — Resource access mode: ekonomike-i-upravlenii. https://cyberleninka.ru/article/v/ponyatie-ustoychivogo-razvitiya-v
- Harvard Business Review on Business Model Innovation. — Harvard Business Press, 2010. — 207 p. — ISBN 978-1-4221-3342-2.
- Alexander Osterwalder & Yves Pigneur: The Business Model Generation. — ISBN 978-5-8459-1731-7
- Zozulov A.V., Tsareva T.A. Process-technological approach to the formation of a product marketing model.
- Kozir. Stress Testing as a Method for Analyzing Bank Risks [Electronic resource] / N. S. Kozyr, A. A. Yepranosyan — Resource Access Mode: -testirovame-kak-metod-analiza-bankovskih-riskov. https://cyberleniiika.ni/article/v/stress
- Zozulev. Industrial marketing [Electronic resource] / Alexander V. Zozulev — Resource access mode: https://pidruchiiiki.com/12461220/marketing/povedencheskayatraktovka.
- VUCA: new talent management and personnel planning environment [Electronic resource] — Resource access mode: https://brainify.ni/r/article/vuca-novaya-sreda-upravleniya-talantami-i-planirovaniya-personala/.