Basic model of business marketing and behavioral adaptation to the mobilization economy

Shchepakin M.B.1, Khandamova E.F.1, Petrichenko G.S.1
1 ФГБОУ ВО «КубГТУ»

Journal paper

Russian Journal of Innovation Economics (РИНЦ, ВАК)
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Volume 14, Number 2 (April-June 2024)

Citation:

Indexed in Russian Science Citation Index: https://elibrary.ru/item.asp?id=67903429

Abstract:
The influence of individual components in the life of the Russian society on the process of innovative changes determined by the action of the mobilization factor is considered. Currently, there is a need to increase the innovative activity of business and its human-centered resource through the accumulation of human capital and its inclusion, with the support of the state and government, in transformative processes in the system-forming and related sectoral spheres of regional economies and the socio-economic system as a whole. The reasons for the innovative containment of adaptation processes in the industrial and production segment of the economy in the context of its mobilization orientation are systematized. The categorical and conceptual apparatus in the field of business marketing and behavioral adaptation has been expanded. This apparatus reveals the nature of processes and phenomena occurring in the mobilization format of innovative changes aimed at achieving economic and technological sovereignty of the Russian socio-economic system. The study of the factors influencing the change of business marketing and behavioral adaptability in the conditions of the mobilization format of changes fas been carried out. The model of business marketing and behavioral adaptation to the mobilization economy in the format of implementation of rational innovative solutions, including the interrelations and mutual influence of determining factors to ensure economic growth and achieve competitive sustainability in its development, is proposed.

Keywords: mobilization economy, marketing and behavioral adaptability, human capital, innovative transformation, behavioral damper, motivational and communication immunity, diversification pyramid, economic sovereignty

Funding:
статья подготовлена при финансовой поддержке РНФ, грант № 24-28-00223 «Маркетингово-поведенческая адаптация бизнеса к требованиям мобилизационной ориентации экономики»

JEL-classification: E24, J24, O15

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