Adaptive management of the marketing subsystem of an innovatively oriented enterprise in the conditions of digitalization, globalization and activation of security mechanisms

Relevance of the research topic. The study of the issue of adaptive management of the marketing subsystem of an innovatively oriented enterprise in the conditions of digitalization, globalization and activation of security mechanisms is conditioned by the lack of similar comprehensive studies. Formulation of the problem. The marketing subsystem of the enterprise is a creative management activity, the task of which concerns the development of the market for goods, services and labor force by assessing the needs of customers, carrying out practical measures to satisfy these needs. With the help of adaptive management of the marketing subsystem, the possibilities of production, distribution of goods and services are coordinated, the necessary steps for the sale of goods and services to end consumers are determined. This issue in the conditions of digitization, globalization and activation of security mechanisms determines the relevance of the research topic. Setting the purpose and objectives of the study – to investigate the adaptive management of the marketing subsystem of an innovatively oriented enterprise in the conditions of digitalization, globalization and activation of security mechanisms. Research method or methodology. The following methods are used in the article: group, monographic, analysis and synthesis, systematization. Presentation of the main material (research results). Adaptive management of the marketing subsystem must be considered in a broad and narrow sense. In a broad sense, this is an actual set of measures of a strategic and tactical nature, for the effective implementation of the market behavior of innovatively oriented enterprises and the achievement of their main goal of sustainable and all–encompassing success for consumers of goods and services with satisfactory profitability of their core business. Field of application of results. The results of the study can be used in the practical activities of agro–food enterprises to strengthen the adaptability of the management of the marketing subsystem. Conclusions on the article. The stages of management of the marketing subsystem of an innovatively oriented enterprise are summarized. At the first step of this algorithm, a model of market expectations is formed. The second step of the algorithm, performed in parallel with the first, is the formalization and coordination of the expectations of the owners, investors, for whom the business entity as a structure is a tool for realizing their own goals. An adaptive basis was obtained for the implementation of the third step of the strategy and policy development algorithm in the areas of activity of an innovatively oriented enterprise in the conditions of digitalization, globalization and activation of security mechanisms