Застосування елементів рефлексивного управління у маркетингу
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Файли
Дата
2020
Автори
Гвоздецька, І.В.
Hvozdecka, I.
Назва журналу
Номер ISSN
Назва тому
Видавець
Хмельницький національний університет
Анотація
У статті автор здійснює теоретичний аналіз передумов розвитку рефлексивного управління. Акцент зроблено на
дослідженні сутності поняття та значення рефлексії в контексті вирішення проблем сучасного маркетингу. Розглянуто
погляди когорти науковців, починаючи з XV–XVIII ст. на суть поняття «рефлексія» та «рефлексивне управління».
Визначено, що принципи рефлексивного підходу, в процесі прийняття управлінських рішень, зокрема в
маркетингових сфері, налагодження взаємодії як з споживачем, так і з іншими бізнесовими структурами забезпечують
оптимізацію управлінської діяльності, так як передбачають створення механізмів узгодження інтересів суб’єктів ринкових
відносин. Окреслено, що ефективною парадигмою стратегічного управління, що базується на стратегічному маркетингу, з
погляду всебічного врахування інтересів, є рефлексивне управління.
In this article the author carries out the theoretical analysis of preconditions of development of reflexive management. Emphasis is placed on the study of the essence of the concept and meaning of reflection in the context of solving problems of modern marketing. It is determined that the principles of a reflective approach in the process of making managerial decisions, in particular in marketing, establishing interaction with both consumers and other business structures provide optimization of management, as it involves creating mechanisms to reconcile the interests of market participants. The views of a cohort of scientists from the XV-XVIII centuries are considered. in essence, the concepts of «reflection» and «reflexive control». It is outlined that the effective paradigm of strategic management, which will be based on strategic marketing in terms of comprehensive consideration of interests, is reflexive management. Speaking about the peculiarities of the development of the marketing concept of today, it should be noted that the problems of modern marketing are the oversaturation of commodity markets; rapid rates of new consumer needs that do not meet the target growth rates of business (satisfied existing needs); globalization of the market environment; oligopolization of markets. The solution to the problems of modern marketing is to provide a new content of the marketing concept, which is reduced to the introduction into the theory and practice of marketing the concept of reflection. The integration of the principles of marketing and reflexive management has developed the concept of system-reflexive marketing. Systemic reflexive marketing is marketing in which management is carried out through the systematic distribution of interests of the subjects of market relations, and the coordination of interests is carried out from the standpoint of a reflective marketing manager.
In this article the author carries out the theoretical analysis of preconditions of development of reflexive management. Emphasis is placed on the study of the essence of the concept and meaning of reflection in the context of solving problems of modern marketing. It is determined that the principles of a reflective approach in the process of making managerial decisions, in particular in marketing, establishing interaction with both consumers and other business structures provide optimization of management, as it involves creating mechanisms to reconcile the interests of market participants. The views of a cohort of scientists from the XV-XVIII centuries are considered. in essence, the concepts of «reflection» and «reflexive control». It is outlined that the effective paradigm of strategic management, which will be based on strategic marketing in terms of comprehensive consideration of interests, is reflexive management. Speaking about the peculiarities of the development of the marketing concept of today, it should be noted that the problems of modern marketing are the oversaturation of commodity markets; rapid rates of new consumer needs that do not meet the target growth rates of business (satisfied existing needs); globalization of the market environment; oligopolization of markets. The solution to the problems of modern marketing is to provide a new content of the marketing concept, which is reduced to the introduction into the theory and practice of marketing the concept of reflection. The integration of the principles of marketing and reflexive management has developed the concept of system-reflexive marketing. Systemic reflexive marketing is marketing in which management is carried out through the systematic distribution of interests of the subjects of market relations, and the coordination of interests is carried out from the standpoint of a reflective marketing manager.
Опис
Ключові слова
рефлексія, рефлексивний підхід, рефлексивне управління, маркетинг, маркетингове управління, системно-рефлексивний маркетинг, reflection, reflexive approach, reflexive management, marketing, marketing management, system-reflexive marketing
Бібліографічний опис
Гвоздецька, І.В. Застосування елементів рефлексивного управління у маркетингу [Текст] / І. В. Гвоздецька // Вісник Хмельницького національного університету. Економічні науки. – 2020. – №5. – С. 59-61.