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Liburkina L. M.

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Strategic Enterprise Management in the Context of the Experience Economy: Integrating Emotional Marketing into the Business Model
Raiko D. V.

Raiko, Diana V. (2024) “Strategic Enterprise Management in the Context of the Experience Economy: Integrating Emotional Marketing into the Business Model.” Business Inform 8:459–465.
https://doi.org/10.32983/2222-4459-2024-8-459-465

Section: Management and Marketing

Article is written in Ukrainian
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UDC 658.8:005.93

Abstract:
This article addresses the pressing issue of strategic enterprise management within the framework of the modern experience economy. The main objective of the article is to demonstrate the necessity of integrating emotional marketing into a company's business model to enhance its competitiveness and meet consumer needs. Various approaches to strategic management and their adaptation to the conditions in which preference is given to the emotional perception of products and services are analyzed. By reviewing, systematizing, and summarizing the scientific works of numerous scholars, the article emphasizes that traditional approaches to enterprise management no longer meet the contemporary market challenges. In the context of global competition, enterprises are compelled to seek new ways to attract and retain customers. A crucial component of this process is understanding the psychological aspects of consumer behavior, as well as the enterprise's ability to rapidly adapt its strategies to changing market demands. This not only ensures increased profitability but also enhances brand reputation. It is substantiated that the successful implementation of an emotional marketing strategy requires changes in enterprise management approaches at all levels—from operational to strategic. This includes the development of new methods for evaluating the efficiency of marketing activities focused on consumers' emotional responses, as well as the implementation of innovative technologies that allow for a better understanding and fulfillment of customer needs. The article also notes that the implementation of emotional marketing requires continuous market monitoring and a readiness for rapid changes on the part of enterprises. This entails the need for developing flexible management strategies that allow for quick responses to new trends and the adaptation of offerings to individual customer needs. Additionally, it is important to ensure synergy between different enterprise departments to maximize the impact of the implemented measures. Future research prospects in this area include developing specific approaches to evaluate the efficiency of integrating emotional marketing into an enterprise's business model, as well as analyzing the impact of such strategies on the long-term sustainability of the enterprise in a changing market environment.

Keywords: strategic management, experience economy, emotional marketing, business model, customer experience, emotional connection, competitive advantage, adaptation, innovation, marketing strategy.

Tabl.: 1. Bibl.: 15.

Raiko Diana V. – Doctor of Sciences (Economics), Professor, Head of the Department, Department of Marketing, National Technical University «Kharkiv Polytechnic Institute» (2 Kyrpychova Str., Kharkіv, 61002, Ukraine)
Email: [email protected]

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