Crisis Management on the Basis of the Marketing Approach for Development of Innovative Potential of the Organization

International Review of Management and Marketing, 2016, 6(S6) 51-56.

6 Pages Posted: 5 Oct 2016

See all articles by Alexandr Zhabin

Alexandr Zhabin

Samara State University of Economics

Maria Suraeva

Samara State University of Economics

Anatoly Evdokimov

Samara State University of Economics

Lyudmila Polynova

Samara State University of Economics

Diana Akopyan

Samara State University of Economics

Valery Chertykovtsev

Samara National Research University

Igor Grigoryants

Samara National Research University

Date Written: June 30, 2016

Abstract

This article describes the problem of efficiency of functioning of the organization in modern conditions of dynamic external environment. Modern external environment characterized by financial instability, lower incomes, economic constraints in relation to Russia, as well as constantly changing consumer preferences caused by other factors. In such circumstances, it becomes important domestic market. Close attention should be paid to the innovative capacity of organizations in the predominant direction of innovative development of the Russian economy as a whole to deal with these unstable conditions. Describes the factors the marketing environment the organization’s operations and their impact on its activities. The authors propose a methodology of determining the stability of the organization based on the analysis of environmental factors. This method may be supplemented in the study and to identify other factors of importance in the organization. The authors also proposed the algorithm of marketing management organization based on the assessment of the stability of the organization at this point in time and compare it with the desired level of stability. If defined an unsustainable situation, it is necessary to take measures of administrative influence, which is based in particular on innovation management in organization in order to achieve the desired level of stability.

Keywords: Sustainability, Innovation, Management, Marketing, Innovative Economy

JEL Classification: M19, M29, M52, M59

Suggested Citation

Zhabin, Alexandr and Suraeva, Maria and Evdokimov, Anatoly and Polynova, Lyudmila and Akopyan, Diana and Chertykovtsev, Valery and Grigoryants, Igor, Crisis Management on the Basis of the Marketing Approach for Development of Innovative Potential of the Organization (June 30, 2016). International Review of Management and Marketing, 2016, 6(S6) 51-56., Available at SSRN: https://ssrn.com/abstract=2847611

Alexandr Zhabin (Contact Author)

Samara State University of Economics ( email )

141 Sovetskoi Armii St.
Samara, Moscow 443090
Russia

Maria Suraeva

Samara State University of Economics ( email )

141 Sovetskoi Armii St.
Samara, Moscow 443090
Russia

Anatoly Evdokimov

Samara State University of Economics

141 Sovetskoi Armii St.
Samara, Moscow 443090
Russia

Lyudmila Polynova

Samara State University of Economics

141 Sovetskoi Armii St.
Samara, Moscow 443090
Russia

Diana Akopyan

Samara State University of Economics ( email )

141 Sovetskoi Armii St.
Samara, Moscow 443090
Russia

Valery Chertykovtsev

Samara National Research University ( email )

34, Moskovskoye shosse
Samara, 443086
Russia

Igor Grigoryants

Samara National Research University ( email )

34, Moskovskoye shosse
Samara, 443086
Russia

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