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The Innovative Instruments for Managing Integrated Communications as a Factor in Improving Enterprise Performance
Aloshyn D. Y.

Aloshyn, Danylo Ye. (2025) “The Innovative Instruments for Managing Integrated Communications as a Factor in Improving Enterprise Performance.” Business Inform 12:209–216.
https://doi.org/10.32983/2222-4459-2025-12-209-216

Section: Innovative Processes

Article is written in Ukrainian
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UDC 658.012.4:005.336.4:004

Abstract:
The article explores innovative instruments for managing an enterprise’s integrated communications in the context of enhancing its performance in the digital economy. It is substantiated that modern integrated communications go beyond being merely supportive information tools and transform into a systemic managerial resource that ensures the alignment of managerial decisions, coordination of business processes, and increased adaptability of the enterprise to changes in the external environment. The available theoretical approaches to managing integrated communications are summarized, and their role in shaping enterprise performance is defined. Based on a structural-functional approach, the essence of the innovative instruments for managing integrated communications is revealed as a dynamic set of digital, organizational, and analytical tools integrated into a single management system. It has been proved that the use of such instruments ensures a synergistic effect by reducing information asymmetry, increasing the responsiveness of management actions, and enhancing interaction among management entities. It has been found that the impact of the innovative instruments for managing integrated communications on enterprise performance is complex in nature and manifests through a combination of economic, organizational, and managerial effects. The methodological approaches to assessing the effectiveness of integrated communications management have been substantiated, which involve integrating the assessment into the overall enterprise performance management system and using its results to adjust management decisions. The advisability of using the innovative instruments for managing integrated communications as a factor in enhancing enterprise performance and ensuring its sustainable development has been demonstrated.

Keywords: innovative instruments, management, integrated communications, performance, enterprise.

Fig.: 1. Bibl.: 11.

Aloshyn Danylo Ye. – Postgraduate Student, Department of Economics and Business Administration, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: [email protected]

List of references in article

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