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Financial Strategy of Management for Marketing and Communication Design in Smart Economy Conditions

Author

Listed:
  • Lozhachevska Olena

    (1 Dr. Prof., National Transport University, M. Omelianovycha - Pavlenka Str., 1, Kyiv, Ukraine)

  • Taranenko Artem

    (2 PhD student, Ukrainian State University of Science and Technologies, Lazaryana Str., 2, Dnipro, Ukraine)

  • Raikovska Inna

    (3 Assoc. Prof., Kyiv Cooperative Institute of Business and Law, Yulii Zdanovskoy Str., 18, Kyiv, Ukraine)

  • Pleskach Oleksandr

    (4 PhD student, Poltava State Agrarian University, Skovorody, Str., 1/3, Poltava, Ukraine)

  • Kupchyshyna Olga

    (5 Assoc., Prof., Petro Mohyla Black Sea National University, Mykolayiv, Ukraine)

  • Shatskaya Zorina

    (6 Assoc., Prof., Kyiv National University of Technologies and Design, Kyiv, Ukraine)

  • Puzyryova Polina

    (7 Assoc., Prof., Kyiv National University of Technologies and Design, Kyiv, Ukraine)

Abstract

The purpose of the study is to assess the effectiveness of a financial strategy for marketing and communication design management in a smart economy. It is noted that the solution to the problem of assessing the financial strategy of marketing and communication design management in a smart economy is important in shaping a new type of national economy based on technology, new knowledge and innovation. It is noted that the chosen topic of our study has hardly been analysed in the works of domestic and foreign scientists. In view of the above, we propose a methodology for assessing the financial strategy of marketing and communication design management in a smart economy. On the basis of multifactor linear regression, the study of the influence of smart economy factors on the level of profitability of enterprises as a resultant indicator of financial strategic management for the past ten years has been conducted. Using the tools of different types of mathematical-statistical modelling, the forecasting of the level of financial management efficiency for 2024-2026 has been calculated.

Suggested Citation

  • Lozhachevska Olena & Taranenko Artem & Raikovska Inna & Pleskach Oleksandr & Kupchyshyna Olga & Shatskaya Zorina & Puzyryova Polina, 2023. "Financial Strategy of Management for Marketing and Communication Design in Smart Economy Conditions," Management Theory and Studies for Rural Business and Infrastructure Development, Sciendo, vol. 45(4), pages 314-333, December.
    • Handle: RePEc:vrs:mtrbid:v:45:y:2023:i:4:p:314-333:n:6
    DOI: 10.15544/mts.2023.32
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    More about this item

    Keywords

    finance; management; marketing; smart economy; profitability; investment; entrepreneurship; forecasting;
    All these keywords.

    JEL classification:

    • G17 - Financial Economics - - General Financial Markets - - - Financial Forecasting and Simulation
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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