Strategic alternatives for aircraft engine manufacturers: a comparative marketing analysis
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Дата
2026-04-16
Науковий керівник
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Видавець
Національний університет «Одеська політехніка»
Анотація
Ukraine’s aircraft engine manufacturers operate under unprecedented wartime pressure and volatile global markets. This study explores strategic marketing alternatives for Ukrainian aircraft engine manufacturers using industrial marketing approaches. It identifies key challenges faced by high-tech enterprises during wartime and shows that success depends on three factors: leveraging core competencies through strategic partnerships, implementing managerial decentralization, and divesting non-core assets. The research proposes a decision-making matrix for selecting restructuring models and offers practical recommendations for building resilient, competitive marketing strategies in conditions of uncertainty and transformation.
Опис
Ключові слова
industrial marketing, marketing of high-tech enterprises, marketing management, marketing strategy, strategic partnership
Бібліографічний опис
Danko, K. Strategic alternatives for aircraft engine manufacturers: a comparative marketing analysis / Danko Kostiantyn, Zozulov Oleksandr, Iazvinska Nadiia // Маркетинг і цифрові технології. - 2026. - Т. 10. - № 2. - С. 6-23.