Adaptive Strategies of Enterprises in the Digital Environment
Zinchenko O. A.

Zinchenko, Olha A. (2021) “Adaptive Strategies of Enterprises in the Digital Environment.” The Problems of Economy 3:110–116.
https://doi.org/10.32983/2222-0712-2021-3-110-116

Section: Economics and Enterprise Management

UDC 339.138

Abstract:
The article is aimed at substantiating the basics of adaptive control in the digital environment. The author puts forward and verifies a thesis on the necessity to develop adaptive strategic management amid the digital transformation of business on the basis of agile principles, which allow the most complete implementation of the customer-oriented approach. The author defines the adaptive strategy in the digital environment as a model of the company's adaptation to the digitalization of its interaction with customers, partners, competitors and other contact audiences. It has been suggested and proven that adaptive strategies are competitive in nature. Based on this hypothesis, adaptive strategies are systematized by the degree of their relevance in the digital environment. Strategies of cost optimization, differentiation, and focusing with reference to business digitalization are considered. The adaptive toolkit of these strategies is expanded by using more flexible methods and approaches. It is proved that the strategy of cost optimization is implemented thanks to such tools as business automation models, virtual product chains, combining real and virtual content of production processes (Building Information Model, blockchain technologies), and smart working model. A company can effectively differentiate its products and services by the digitalization of the existing products and services and the creation of new ones, convergence of consumer expectations based on SMAC (Social, Mobility, Analytics, Cloud) technologies, and through the omnichannel service of different customer groups. It is established that thanks to digital marketing and such technologies as authentic interaction, content marketing, social media marketing, performance branding, and affiliate marketing a company can strengthen its position in a certain market segment (or niche) and implement a customer-oriented approach. Risk management in the design of adaptive strategies in the digital environment can be seen as a prospect for further research.

Keywords: digitalization, digital environment, adaptive strategy, customer-oriented approach, digital-marketing, agile-principles.

Tabl.: 1. Bibl.: 17.

Zinchenko Olha A. – Doctor of Sciences (Economics), Associate Professor, Professor, Department of Marketing and International Management, Oles Honchar Dnipro National University (72 Haharina Ave., Dnіpro, 49010, Ukraine)
Email: ol-zinchenko@ukr.net

List of references in article

van de Wetering, R., Mikalef, P., and Helms, R. “Driving organizational sustainability-oriented innovation capabilities: a complex adaptive systems perspective“. Current Opinion in Environmental Sustainability, vol. 28 (2017): 71-79. DOI: 10.1016/j.cosust.2017.08.0061877-3435/a2017
Sharma, A., Rangarajan, D., and Paesbrugghe, B. “Increasing resilience by creating an adaptive salesforce“. Industrial Marketing Management, vol. 88 (2020): 238-246. DOI: 10.1016/j.indmarman.2020.05.023
Sherif, K. “An adaptive strategy for managing knowledge in organizations“. Journal of Knowledge Management, vol. 10, no. 4 (2006): 72-80. DOI: 10.1108/13673270610679372
Osovtsev, V. A., Przhedetskaya, N. V., and Sagidullaeva, M. S. “Conceptual Model of Adaptive Management of Strategic Marketing: A System Approach“. European Research Studies Journal, vol. XXI, special issue 2 (2018): 666-677. DOI: 10.35808/ersj/1293
Oliinyk, T. V. “Adaptyvni stratehii finansovoho upravlinnia na pidpryiemstvi“ [Adaptive Strategies of Financial Management in the Enterprise]. Biznes Inform, no. 10 (2014): 255-259.
Stets, I. I. “Adaptyvne upravlinnia pidpryiemstvom“ [Adaptive Enterprise Management]. Hlobalni ta natsionalni problemy ekonomiky. 2017. http://global-national.in.ua/issue-18-2017/25-vipusk-18-serpen-2017-r/3306-stets-i-i-adaptivne-upravlinnya-pidpriemstvom
Orlova, K. Ye. “Formuvannia orhanizatsiino-ekonomichnoho mekhanizmu adaptatsii promyslovykh pidpryiemstv do zovnishnyoho seredovyshcha“ [Formation of Organizational and Economic Mechanism of Adaptation of Industrial Enterprises to the External Environment]. Problemy teorii ta metodolohii bukhhalterskoho obliku, kontroliu i analizu. 2015. http://nbuv.gov.ua/UJRN/ptmbo_2015_2_20
Kulyk, N. M., and Sokolenko, T. M. “Tekhnolohiia adaptatsii u systemi upravlinnia pidpryiemstvom“ [Adaptation Technology in the Enterprise Management System]. Ekonomichnyi analiz. 2013. http://nbuv.gov.ua/UJRN/ecan_2013_14(3)__15
Yanchenko, N. V. “Stratehichni aspekty adaptyvnoho upravlinnia na pidpryiemstvakh zaliznychnoho transportu“ [Strategic Aspects of Adaptive Management at Railway Transport Enterprises]. Visnyk Khmelnytskoho natsionalnoho universytetu. Seriia «Ekonomichni nauky». 2011. http://journals.khnu.km.ua/vestnik/pdf/ekon/2011_6_1/044-046.pdf
O'Donovan, D., Kasper, G., and Dubbs, N. L. “How adaptive strategy is adapting“. Stanford social innovation review. 2018. https://ssir.org/articles/entry/how_adaptive_strategy_is_adapting#
Hrynko, T., and Yerokhova, O. “Problemy vprovadzhennia systemy stratehichnoho planuvannia na promyslovykh pidpryiemstvakh“ [Problems of Implementation of the Strategic Planning System at Industrial Enterprises]. European Journal of Management Issues, vol. 28, no. 4 (2020): 135-142. DOI: 10.15421/192013
Finagina, O. et al. “Improving investment management in agrobusiness“. Estudios de Economia Aplicada, vol. 39, no. 5 (2021). DOI: 10.25115/eea.v39i5.4981
Kuntsman, A. A. “Transformatsiya vnutrenney i vneshney sredy biznesa v usloviyakh tsifrovoy ekonomiki“ [Transformation of the Internal and External Business Environment in the Digital Economy]. Upravleniye ekonomicheskimi sistemami. 2016. https://cyberleninka.ru/article/n/transformatsiya-vnutrenney-i-vneshney-sredy-biznesa-v-usloviyah-tsifrovoy-ekonomiki
Pyshchulina, O. Tsyfrova ekonomika: trendy, ryzyky ta sotsialni determinanty [Digital Economy: Trends, Risks and Social Determinants]. Kyiv: Tsentr Razumkova; Zapovit, 2020.
Vyshnevska, K. V. “Modeli adaptatsii pidpryiemstva u postindustrialnykh umovakh hospodariuvannia“ [Models of Enterprise Adaptation in Post-industrial Economic Conditions]. Finansovyi prostir, no. 1(25) (2017): 125-130.
Bauer, V. P., Podvoyskiy, G. L., and Kotova, N. Ye. “Strategii adaptatsii kompaniy SShA k tsifrovizatsii sfer proizvodstva“ [Strategies for Adapting US Companies to the Digitalization of Production Spheres]. Mir novoy ekonomiki, no. 2 (2018): 78-89. DOI: 10.26794/2220-6469-2018-12-2-78-89
Butkovskaya, G. V., and Sumarokova, Ye. V. “Tsifrovyye strategii kompaniy: potentsial rosta i prichiny provala“ [Digital Strategies of Companies: Growth Potential and Reasons for Failure]. E-Management, vol. 2, no. 3 (2019): 48-57. DOI: 10.26425/2658-3445-2019-3-48-57