Cognitive modeling technology in the system management of strategic marketing of industrial organizations
Keywords:
system management, strategic marketing, technology, cognitive modeling, competitivenessAbstract
The goal is to develop a systematic approach to strategic marketing management based on cognitive modeling technologies.
Materials and methods. The theoretical and methodological basis for the research was the works of domestic and foreign authors related to the implementation of system management of marketing activities. The system and process approaches, methods of search and analysis of primary and secondary information, cognitive modeling are applied.
Results. The article presents the application of cognitive modeling technology in the framework of the formation and development of a strategic marketing management system for industrial organizations. The essence of cognitive modeling is the study of cause-and-effect relationships that determine the external impact on possible scenarios for the strategic development of a business entity. In the form of a weighted digraph, a cognitive map of the conditions for planning and forecasting the renewal of the active part of the fixed assets of a production organization, taking into account the novelty coefficient, has been developed. Using the FCMapper computer system, simulation modeling of probable situations was carried out and alternative scenarios of development were analyzed when the strength of environmental signals changed.
Conclusion. The use of cognitive modeling in strategic marketing management contributes to the development of perspective thinking among the heads of organizations through a comprehensive presentation of the problem area under study, as well as provides its qualitative, quantitative and spatio-temporal description. The design of cognitive maps and scenarios allows you to verify strategic information and make informed management decisions.
References
Деминг, У. Э. Менеджмент нового времени: простые механизмы, ведущие к росту, инновациям и доминированию на рынке / У. Э. Деминг ; пер. с англ. Т. Гуреш. – М. : Альпина Паблишер, 2019. – 181 с.
Зацепина, Е. В. Формирование системы управления стратегическим маркетингом про-изводственных организаций : дис. … канд. экон. наук : 08.00.05 / Е. В. Зацепина. – Минск, 2023. – 188 л.
Коробов, В. Б. Теория и практика экспертных методов : монография / В. Б. Коробов ; под ред. Б. И. Кочурова. – М. : ИНФРА-М, 2019. – 279 с.
Johnson-Laird, P. N. Mental models in cognitive science / P. N. Johnson- Laird // Cognitive Science. – 1980. – № 4. – P. 71–115.
Авдеева, З. К. Формирование стратегии развития социально- экономических объектов / З. К Авдеева, С. В. Коврига. – Saarbrucken : LAP LAMBERT Academic Publishing GmbH & Co. KG, 2011. – 184 с.
Каталевский, Д. Ю. Основы имитационного моделирования и системного анализа в управлении : учеб. пособие / Д. Ю. Каталевский. – 2-е изд., перераб. и доп. – М. : Дело, 2015. – 496 с.
Караев, Р. А. Когнитивные инструменты для динамического анализа бизнес- стратегий предприятий / Р. А. Караев [и др.] // Бизнес-информатика. – 2018. – № 1. – С. 7–16.
Заграновская, A. B. Моделирование сценариев развития экономической ситуации на основе нечетких когнитивных карт / A. B. Заграновская, Ю. Н. Эйсснер // Современная экономика: проблемы и решения. – 2017. – Т. 10. – С. 33–47.
Карасев, О. И. Интеллектуальное стратегическое сканирование – система методов решения прогнозно-аналитических задач / О. И. Карасев [и др.] // Вестник Московского университета. Сер. 6. Экономика. – 2019. – № 2. – С. 26–42.
Зацепина, Е. В. Направления повышения эффективности управления стратегической конкурентоспособностью производственных организаций / Е. В. Зацепина // Актуальные проблемы современных экономических систем – 2022 : сб. науч. тр. / Брест. гос. техн. ун-т ; редкол.: А. Г. Проровский [и др.]. – Брест, 2022. – С. 78–82.
References
Deming W.E. Menedzhment novogo vremeni: prosty`e mekhanizmy`, vedushhie k rostu, innovacziyam i dominirovaniyu na ry`nke [Management of modern times: simple mechanisms leading to growth, innovation and market dominance]. Moscow, Alpina Publisher, 2019,181 p. (In Russian)
Zatsepina E. V. Formirovanie sistemy` upravleniya strategicheskim marketingom proizvodstvenny`kh organizaczij [Formation of a management system for strategic marketing of industrial organizations]. Cand. sci. diss. Minsk, 2023, 188 l. (In Russian)
Korobov V. B. Teoriya i praktika e`kspertny`kh metodov [Theory and practice of expert methods]. Ed. B. I. Kochurov. Moscow, INFRA-M, 2019, 279 p. (In Russian)
Johnson-Laird P.N. Mental models in cognitive science. Cognitive Science. 1980, no. 4, pp. 71-115.
Avdeeva Z. K., Kovriga S.V. Formirovanie strategii razvitiya soczial`no- e`konomicheskikh ob`ektov [Formation of a strategy for the development of socio- economic objects]. Saarbrucken, LAP LAMBERT Academic Publishing GmbH & Co. KG, 2011, 184 p.
Katalevsky D. Y. Osnovy` imitaczionnogo modelirovaniya i sistemnogo analiza v upravlenii [Fundamentals of simulation modeling and system analysis in management]. Moscow, Delo, 2015, 496 p. (In Russian)
Karaev R. A. et al. Kognitivny`e instrumenty` dlya dinamicheskogo analiza biznes-strategij predpriyatij [Cognitive tools for dynamic analysis of business strategies of enterprises]. Biznes-informatika [Business Informatics], 2018, no. 1, pp. 7-16. (In Russian)
Zagranovskaya A. B., Eissner Yu. N. Modelirovanie sczenariev razvitiya e`konomicheskoj situaczii na osnove nechetkikh kognitivny`kh kart [Modeling scenarios for the development of the economic situation based on fuzzy cognitive maps]. Sovremennaya e`konomika: problemy` i resheniya [Modern economics: problems and solutions]. 2017, vol. 10, pp. 33- 47. (In Russian)
Karasev O.I. et al. Intellektual`noe strategicheskoe skanirovanie – sistema metodov resheniya prognozno-analiticheskikh zadach [Intelligent strategic scanning – a system of methods for solving predictive and analytical problems]. Vestnik Moskovskogo universiteta [Bulletin of the Moscow University]. 2019, no. 2, pp. 26-42. (In Russian)
Zatsepina E. V. Napravleniya povy`sheniya e`ffektivnosti upravleniya strategicheskoj konkurentosposobnost`yu proizvodstvenny`kh organizaczij [Directions for improving the effectiveness of management of strategic competitiveness of industrial organizations]. Aktual`ny`e problemy` sovremenny`kh e`konomicheskikh sistem – 2022 [Actual problems of modern economic systems – 2022]. Ed. A. G. Prorovsky et al. Brest, 2022, pp. 78-82. (In Russian)
Downloads
Published
How to Cite
Issue
Section
License
he author provides the Editorial Board of the journal for the entire duration of the exclusive rights to the Work the following rights:
1. the right to reproduce the Work (publication, publication, duplication, duplication or other reproduction of the Work) without restriction of copies. In addition, each copy of the Work must contain the name of the author of the Work;
2. the right to distribute the Work in any way;
3. the right to be included in the composite work;
4. the right to be communicated to the public;
5. the use of metadata (title, name of the author (copyright holder), annotations, bibliographic materials, etc.) of the Works by distributing and making available to the public, processing and systematization, as well as inclusion in various databases and information systems.
6. the right to transfer, on a contractual basis, the rights partially or fully obtained under this contract to third parties without payment to the Author of remuneration.
The author transfers the rights to the Editorial Board under this Agreement on the basis of a non-exclusive license.
The editorial staff is obliged to observe the copyrights provided for by the current legislation, the rights of the Author, as well as to protect them and take all possible measures to prevent copyright infringement by third parties.
The territory in which the use of rights to the Works is allowed is not limited.
The author also provides the Editorial Board with the right to store and process the following personal data with no time limit:
• Full Name;
• Date of Birth;
• education information;
• information about the place of work and position;
• information on the availability of published works of literature, science and art.
Personal data are provided for their storage and processing in various databases and information systems, their inclusion in analytical and statistical reporting, the creation of reasonable interrelationships of objects of science, literature and art with personal data, etc.
The editorial board has the right to transfer the specified data for processing and storage to third parties, subject to notification of such a fact with the provision of information about a third party (name and address) to the Author.
The withdrawal of consent to the storage and processing of personal data is made by the Author by sending a written notice to the Editorial Board.
The author and the Editorial Board of the journal bear, according to the current legislation of the Republic of Belarus, property and other legal responsibility for non-fulfillment or improper fulfillment of their obligations.
The Party that improperly performed or did not fulfill its obligations is obliged to indemnify the losses incurred by the other Party, including lost profits.
All disputes and disagreements of the Parties arising from the terms of this Agreement shall be settled by negotiation, and if they fail, the indicated disputes shall be settled in court in accordance with the current legislation of the Republic of Belarus.
The termination of this agreement is possible at any time by mutual consent of the Parties, with the obligatory signing of the relevant agreement by the Parties.
Termination of this agreement unilaterally is possible in cases stipulated by the current legislation, or by a court decision.
In all that is not provided by this agreement, the Parties are guided by the norms of the current legislation of the Republic of Belarus.
