BUSINESS INFORM JOURNAL.

УКР

ENG

Search:

REGISTRATION CERTIFICATE

KV #19905-9705 PR dated 02.04.2013.

FOUNDERS

RESEARCH CENTRE FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS (KHARKIV, UKRAINE)

According to the decision No. 802 of the National Council of Television and Radio Broadcasting of Ukraine dated 14.03.2024, is registered as a subject in the field of print media.
ID R30-03156

PUBLISHER

Liburkina L. M.

SITE SECTIONS

Sales Strategy as a Key Factor in Ensuring the Competitiveness of Processing Enterprises in the Context of Geostrategic Instability
Sydorenko O. M., Hachkov S. M., Zlochevskyi O. M.

Sydorenko, Oleksii M., Hachkov, Serhii M., and Zlochevskyi, Oleksandr M. (2025) “Sales Strategy as a Key Factor in Ensuring the Competitiveness of Processing Enterprises in the Context of Geostrategic Instability.” Business Inform 6:35–35.
https://doi.org/10.32983/2222-4459-2025-6-35-35

Section: Economics of Enterprise

Article is written in Ukrainian
Downloads/views: 0

UDC 338.1

Abstract:
The article discusses the role of the sales strategy as one of the most important factors in ensuring the competitiveness of manufacturing enterprises in conditions of increased geostrategic instability caused by both external and internal challenges. The main aim of this study is to identify specific challenges in the sales area for processing enterprises. These challenges include, but are not limited to, disruptions in logistics chains, a reduction in sales markets, changes in consumer demand, a decline in purchasing power, and rising distribution costs. It has been hypothesized that in such conditions, traditional sales models will become ineffective, which will require a transformation of strategic approaches to organizing sales activities. A thorough analysis of the modern theoretical foundations that underlie the formation of sales strategies has been conducted, allowing for the identification of key influencing factors. In particular, the following adaptation directions are described: digitization of sales channels, development of omnichannel communication systems, building customer-oriented interaction models, the use of supply chain management (SCM) technologies, and customer relationship management (CRM) systems. The article proposes an algorithm for developing an adaptive sales strategy that takes into account risks associated with geopolitical instability. The strategy encompasses a phased approach to strategic planning, selection of suitable sales tools, cost management, and ensuring flexibility in the distribution system. The role of government policy in stimulating sales and the competitiveness of enterprises is determined, among other things, by supporting exports, developing logistics infrastructure, providing tax incentives, and grant financing. It can be stated that the efficient adaptation of the sales strategy can serve as a tool for enhancing business resilience, maintaining market positions, and ensuring long-term economic stability.

Keywords: sales strategy, competitiveness, manufacturing industry, digitalization, crisis mechanisms, omnichannel, adaptation.

Fig.: 1. Tabl.: 4. Bibl.: 27.

Sydorenko Oleksii M. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Management and Public Administration, State Tax University (31 Universytetska Str., Irpin, Kyiv region, 08205, Ukraine)
Email: [email protected]
Hachkov Serhii M. – Postgraduate Student, State Scientific Research Institute for Informatization and Modeling Economy (38 Mykoly Mikhnovskoho Blvd., Kyiv, 01014, Ukraine)
Email: [email protected]
Zlochevskyi Oleksandr M. – Postgraduate Student, State Scientific Research Institute for Informatization and Modeling Economy (38 Mykoly Mikhnovskoho Blvd., Kyiv, 01014, Ukraine)
Email: [email protected]

List of references in article

Hrynko, T. V., Hviniashvili, T. Z., and Sotula, V. V. “Osoblyvosti upravlinnia zbutovoiu diialnistiu pidpryiemstva v suchasnykh umovakh“ [Features of Sales Management Activities of the Enterprise in Modern Conditions]. Ekonomika ta suspilstvo, no. 51 (2023). DOI: https://doi.org/10.32782/2524-0072/2023-51-8
Riabokon, N. P. “Do pytannia formuvannia kliientooriientovanosti yak kliuchovoi kompetentsii kompanii“ [On the Issue of Formation Customer Relationship as a Key Competence of the Company]. Efektyvna ekonomika. 2015. http://www.economy.nayka.com.ua/?op=1&z=4522
Atieh Ali, A. A. et al. “The Relationship between Supply Chain Resilience and Digital Supply Chain and the Impact on Sustainability: Supply Chain Dynamism as a Moderator“. Sustainability, art. 3082, vol. 16, no. 7 (2024). DOI: https://doi.org/10.3390/su16073082
Chowdhury, M. M. H. et al. “Flexibility in Enhancing Supply Chain Resilience: Developing a Resilience Capability Portfolio in the Event of Severe Disruption“. Global Journal of Flexible Systems Management, vol. 25, no. 2 (2024): 395-417. DOI: https://doi.org/10.1007/s40171-024-00391-2
Christopher, M., and Holweg, M. “Supply chain 2.0 revisited: a framework for managing volatility-induced risk in the supply chain“. International Journal of Physical Distribution & Logistics Management, vol. 47, no. 1 (2017): 2-17. DOI: https://doi.org/10.1108/IJPDLM-09-2016-0245
Gumeniuk, A., and Garmatiuk, O. “Formation of Marketing Strategy for Integration of Vegetable Enterprises“. Intellect XXI, no. 2 (2021). DOI: 10.32782/2415-8801/2021-2.4
Hobbs, J. E. “Food supply chain resilience and the COVID-19 pandemic: What have we learned?“ Canadian Journal of Agricultural Economics, vol. 69, no. 2 (2021): 189-196. DOI: https://doi.org/10.1111/cjag.12279
Hubner, A. H., Kuhn, H., and Wollenburg, J. “Last mile fulfilment and distribution in omni-channel grocery retailing: a strategic planning framework“. International Journal of Retail & Distribution Management, vol. 44, no. 3 (2016). DOI: https://doi.org/10.1108/IJRDM-11-2014-0154
Jagtap, S. et al. “Guest editorial: Transforming food supply chains: harnessing the potential of the digital era“. The International Journal of Logistics Management, vol. 36, no. 2 (2025): 349-353. DOI: https://doi.org/10.1108/IJLM-03-2025-613
Joshi, S. et al. “Assessing Supply Chain Innovations for Building Resilient Food Supply Chains: An Emerging Economy Perspective“. Sustainability, art. 4924, vol. 15, no. 6 (2023). DOI: https://doi.org/10.3390/su15064924
Karpenko, N. V., and Ivannikova, M. M. “Neiromarketynh dlia maloho biznesu“ [Neuromarketing for Small Businesses]. Naukovyi visnyk Poltavskoho universytetu ekonomiky i torhivli. Seriia «Ekonomichni nauky», no. 2 (2021): 65-73. DOI: https://doi.org/10.37734/2409-6873-2020-2-8
Letunovska, N. et al. “Management of Country's Social Brand Under Conditions of Uncertainty in the Health Domain“. Marketing and Management of Innovations, vol. 14, no. 2 (2023): 10-18. DOI: https://doi.org/10.21272/mmi.2023.2-02
Maemunah, S. “Supply Chain Resilience: Strategies for Mitigating Disruptions and Building Adaptive Networks“. Management Studies and Business Journal (PRODUCTIVITY), vol. 1, no. 3 (2024): 421-431. DOI: https://doi.org/10.62207/xcrh2f10
Morgan, N. A. et al. “Research in marketing strategy“. Journal of the Academy of Marketing Science, vol. 47 (2019): 4-29. DOI: https://doi.org/10.1007/s11747-018-0598-1
Hernandez-Romero, M., and Coenders, G. “Financial resilience of agricultural and food production companies in Spain: A compositional cluster analysis of the impact of the Ukraine-Russia war (2021-2023)“. arXiv (2025). DOI: https://doi.org/10.48550/arXiv.2504.05912
Wahbeh, S. et al. “Exploration of Food Security Challenges towards More Sustainable Food Production: A Systematic Literature Review of the Major Drivers and Policies“. Foods, art. 3804, vol. 11, no. 23 (2022). DOI: https://doi.org/10.3390/foods11233804
Sievidova, I. et al. “Integration of Economic Aspects in the Research of the Agricultural Market of Ukraine“. European Journal of Sustainable Development, vol. 9, no. 4 (2020): 395-408. DOI: https://doi.org/10.14207/ejsd.2020.v9n4p395
Sleiman, K. A. A. et al. “Relationship Marketing and Information Technology's Impact on Customer Satisfaction and Commitment“. Open Journal of Business and Management, vol. 09, no. 03 (2021): 1030-1049. DOI: https://doi.org/10.4236/ojbm.2021.93055
Minenko S., I., and Prykhodko, M. K. “Stratehichni imperatyvy vyrobnytstva bahatotsilyovykh produktiv kharchuvannia ta zabezpechennia prodovolchoi bezpeky v umovakh heopolitychnoi nestabilnosti“ [Strategic Imperatives to Produce Multifunctional Food Products and Ensuring Food Security in Conditions of Geopolitical Instability]. Ukrainskyi zhurnal prykladnoi ekonomiky ta tekhniky, vol. 9, no. 4 (2024): 229-233. DOI: https://doi.org/10.36887/2415-8453-2024-4-35
Tortorella, G. et al. “Food supply chain resilience through digital transformation: a mixed-method approach“. The International Journal of Logistics Management, vol. 36, no. 2 (2025): 381-412. DOI: https://doi.org/10.1108/IJLM-01-2024-0030
Varadarajan, R. “Customer information resources advantage, marketing strategy and business performance: A market resources based view“. Industrial Marketing Management, vol. 89 (2020): 89-97. DOI: https://doi.org/10.1016/j.indmarman.2020.03.003
Terho, H. et al. “How sales strategy translates into performance: The role of salesperson customer orientation and value-based selling“. Industrial Marketing Management, vol. 45 (2015): 12-21. DOI: https://doi.org/10.1016/j.indmarman.2015.02.017
Wan, J., Cao, Y., and Hou, J. “Case Study on H Corp. Software Project Risk Management with ISM“. Technology and Investment, vol. 04 (2013): 145-152. DOI: http://dx.doi.org/10.4236/ti.2013.43017
Yuan, M. et al. “Framework for resilience strategies in agricultural supply chain: assessment in the era of climate change“. Frontiers in Sustainable Food Systems, vol. 8 (2024). DOI: https://doi.org/10.3389/fsufs.2024.1444910
Zhao, G. et al. “Agri-food supply chain resilience strategies for preparing, responding, recovering, and adapting in relation to unexpected crisis: A cross-country comparative analysis from the COVID-19 pandemic“. Journal of Business Logistics, vol. 45, no. 1 (2024). DOI: https://doi.org/10.1111/jbl.12361
“Pratsiuiemo zarady Peremohy“ [We Work for Victory]. MKhP. https://mhp.com.ua/uk/glorytoUkraine
Latifundist.com. Holovnyi sait pro ahrobiznes. https://www.latifundistmedia.com/latifundist

FOR AUTHORS

License Contract

Conditions of Publication

Article Requirements

Regulations on Peer-Reviewing

Publication Contract

Current Issue

Frequently asked questions

INFORMATION

The Plan of Scientific Conferences

OUR PARTNERS

Journal «The Problems of Economy»

The site and its metadata are licensed under CC BY-SA.

Write to webmaster