BUSINESS INFORM №6-2012

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53

Section: Management and Marketing
UDC 658.06/9
Vedernikova O. A., Babenko N. V., Rybas Y. N.
Formation of Marketing Strategies and Programs in the Context of Global Change (p. 194 - 196)
This article gived an analysis of modern trends in globalization processes and their connection with the formation of a global business strategy. It was substantiated the topicality of forming a new conceptual approach to strategy development in a «stable instability». It was proposed a model of development strategy, which involves the formation of interconnected network of alternative strategies, and allows flexible to adapt to changing conditions.
Keywords: marketing strategy, global changes, global business strategy, stable instability
Bibl.: 6.

Vedernikova Olga A. – Candidate of Sciences (Engineering), Senior Research Fellow, Department of Economic Cybernetics and Marketing Management, National Technical University «Kharkiv Polytechnic Institute» (2 Kyrpychova Str., Kharkіv, 61002, Ukraine)
Babenko Nataliya V. – Senior Lecturer, Department of Economic Cybernetics and Marketing Management, National Technical University «Kharkiv Polytechnic Institute» (2 Kyrpychova Str., Kharkіv, 61002, Ukraine)
Rybas Yana N. – Masters Student, Department of Economic Cybernetics and Marketing Management, National Technical University «Kharkiv Polytechnic Institute» (2 Kyrpychova Str., Kharkіv, 61002, Ukraine)

Article is written in Russian
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Reference to this article:
Vedernikova, Olga A., Babenko, Nataliya V., and Rybas, Yana N. (2012) “Formation of Marketing Strategies and Programs in the Context of Global Change.” Business Inform 6:194–196.

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