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Formation of Marketing Strategies and Programs in the Context of Global Change

Author

Listed:
  • Vedernikova Olga A.

    (National Technical University "Kharkiv Polytechnic Institute")

  • Babenko Nataliya V.

    (National Technical University "Kharkiv Polytechnic Institute")

  • Rybas Yana N.

    (National Technical University "Kharkiv Polytechnic Institute")

Abstract

This article gived an analysis of modern trends in globalization processes and their connection with the formation of a global business strategy. It was substantiated the topicality of forming a new conceptual approach to strategy development in a "stable instability". It was proposed a model of development strategy, which involves the formation of interconnected network of alternative strategies, and allows flexible to adapt to changing conditions.

Suggested Citation

  • Vedernikova Olga A. & Babenko Nataliya V. & Rybas Yana N., 2012. "Formation of Marketing Strategies and Programs in the Context of Global Change," Business Inform, RESEARCH CENTRE FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS (KHARKIV, UKRAINE), Kharkiv National University of Economics, issue 6, pages 194-196.
    • Handle: RePEc:idp:bizinf:y:2012:i:6:p:194_196
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