Implementation of the principles of circular and «green» economy in the strategic management of marketing activities of innovation-oriented enterprises in the war and post-war conditions

Abstract

The paper aims to analyze the marketing activities of innovation-oriented enterprises to ensure their sus[1]tainable operation in the target market segments, and to identify the specific features of developing a marketing strategy for an innovative startup taking into account the concepts of «Green Growth», circular economy and sustainable development, and to propose an algorithm for promoting eco-products and eco-services in the market. In this regard, the purpose of the article is to study the transformation of business processes of inno[1]vation-oriented enterprises towards the implementation of the principles of sustainable development, circular and «green» economy and, on this basis, to develop im[1]plementation measures for their introduction into the marketing strategy of an enterprise, taking into account the main trends in the development of society based on the principles of Industry 4.0 and the knowledge economy, especially in the conditions of the war and post-war periods. It is argued that in these conditions it is important to build a theoretical and methodolog[1]ical framework for ensuring the competitiveness of innovation-oriented enterprises, in particular, startups, by developing a strong marketing strategy; the need to reformat it towards the development of a «green» image (eco-brand) of the enterprise, increasing envi[1]ronmental awareness and environmental culture of the company’s management and staff, suppliers, partners, consumers, and other counterparties is emphasized. As a result of the analysis, an algorithm for marketing promotion of «green’ products of the author's innova[1]tion-oriented startup was proposed. In the first stage, the algorithm involves planning and setting goals for product promotion according to the SMART principle, taking into account the concepts of circular and «green» economy, sustainable development, etc. After that, the main directions of strategic management of marketing activities are formed, relevant marketing tools are se[1]lected, and relevant measures are implemented. At the final stage, the effectiveness of the campaign, its com[1]ponents, etc. is evaluated, corrective actions are taken, and the results are used to plan and set goals for the next campaigns. Thus, the transformation of business processes towards the implementation of the principles of sustainable development, the concepts of «Green Growth», circular and «green» economy into the mar[1]keting strategy of innovation-oriented enterprises, tak[1]ing into account the main trends in the development of society based on the principles of Industry 4.0 and the knowledge economy, is being implemented. Key words: «green energy transition», «green growth», «green marketing», circular economy, «green» economy, marketing activities, marketing strategy, innovative entrepreneurship, startup, biofuel, sustainable development.