Innovative component formation of the enterprise's communication strategy

Balabash Olga
Candidate of Economic Sciences, Associate Professor, Department of Organizational Management, Odesa National Economic University, Odesa, Ukraine, E-mail:balabash.olga@gmail.com, ORCID: https://orcid.org/0000-0002-5794-1309

Khetagurova Dіаna
Lecturer, Department of Organizational Management, Odesa National Economic University, Odesa, Ukraine, E-mail:diana.khetagurova.19@gmail.com, ORCID: https://orcid.org/0000-0003-0026-9053

Cite this article:

Balabash O., Khetagurova D. (2025) Innovative component formation of the enterprise's communication strategy. Ed.: V.V. Kovalenko (ed.-in-ch.) and others [Innovacijna skladova formuvannja komunikatyvnoi strategii pidpryjemstva; za red.: V.V. Kovalenko (gol. red.)], Scientific Bulletin of the Odesa National Economic University (ISSN 2313-4569), Odesa National Economics University, Odesa, No. 3 (328), pp.55-61.

Abstract

The purpose of the study is to substantiate the theoretical and methodological principles of forming a communication strategy of the enterprise, which will contribute to increasing the efficiency of interaction with visitors on the basis of introducing innovative communication technologies. The research methodology consists in using an approach that includes expert evaluation of innovative communication technologies on the example of a trade enterprise. The results of the study prove the feasibility of introducing innovative communication technologies in forming a communication strategy of the enterprise. The feasibility of using the "mystery shopper" method and evaluation using the Likert scale is substantiated. According to the results of calculating the integral indicator of communication activity of the consultant of the trade enterprise PE "Krasa", it was determined that the highest weighted scores for are observed at the stages of meeting with the visitor (1.2) and consulting (1.25), which emphasizes the quality of the consultant's interaction with the visitor. This indicates a well-organized work of consultants at these stages of interaction with the visitor. According to the results of segmentation of visitors to the retail enterprise PE "Krasa", it was determined that the largest share of visitors belongs to the LF-HF segment (31.7%), which demonstrates the need for separate strategies for this group, for example, loyalty through frequent contacts. Based on the segmentation, measures were developed to manage communications for the retail enterprise PE "Krasa". For visitors with a high frequency of purchases and a high cost of purchases, it is proposed to implement premium offers and VIP programs. Visitors with an average cost of purchases can be stimulated through promotions, seasonal discounts and bonuses. The practical significance of the research results lies in the possibility of using the proposed communication strategy to optimize communication with customers. The implementation of innovative measures contributes to strengthening market positions, forming a positive image, and ensuring the competitiveness of the enterprise.

Keywords

communication strategy, trading company, customer orientation, innovation, integrated communications.

JEL classification:M310; O310; L210;DOI: https://doi.org/10.32680/2409-9260-2025-3-328-55-61

UD classification:005.57:005.21:658.8

References

1. Kyrychenko, S. and Tsviakh, P. (2020). Problems of forming communications at enterprise. Agrosvit, 12, 79–86. DOI: 10.32702/2306-6792.2020.12.79. Retrieved from http://www.agrosvit.info/?op=1&z=3243&i=11. (accessed 20 Аpril 2025). [Іn Ukrainian].
2. Hudz', O., Makovets'ka, I. (2021). Upravlinnia komunikatsiiamy v pidpryiemstvakh: monohrafiia. L'viv : Halyts'ka vydavnycha spilka. Retrieved from https://duikt.edu.ua/uploads/l_2244_33271965.pdf (accessed 21 April 2025). [Іn Ukrainian].
3. Makovets'ka, I. (2021). Features of communications management in enterprises with effective interaction of specialists in the field of information and communication technologies. Naukovyj visnyk Mizhnarodnoho humanitarnoho universytetu, 51, 11-17. DOI: https://doi.org/10.32841/2413-2675/2021-51-2. Retrieved from http://vestnik-econom.mgu.od.ua/journal/2021/51-2021/4.pdf (accessed 20 Аpril 2025). [Іn Ukrainian].
4. Sokolik, R. (2022). Improving the company's communication strategy (Master's thesis). Faculty of Management and Marketing. Dnipro: Dnipro State Agrarian and Economic University. Retrieved from https://dspace.dsau.dp.ua/handle/123456789/7692 (accessed 20 Аpril 2025). [Іn Ukrainian].
5. Zaverbnyi, A. (2022). Communication strategies: problems and prospects of formation and implementation under the conditions of European integration. Innovation and Sustainability, 1, 13-19. DOI: https://doi.org/10.31649/ins.2022.1.13.19. Retrieved from https://ins.vntu.edu.ua/index.php/ins/article/view/26 (accessed 20 Аpril 2025). [Іn Ukrainian].
6. Ilyashenko, S., Shipulina, Yu., Ilyashenko, N. (2022). Marketynhovi komunikatsii v stratehiiakh innovatsijnoho rozvytku pidpryiemstv. Komunikacja marketingowa w nowoczesnym zmieniającym się otoczeniu: col. monohrafiia Kyiv: Studcentr, 86-96. Retrieved from https://repository.kpi.kharkov.ua/server/api/core/bitstreams/5cf87492-19d2-4533-a44f-a41262cad305/content (accessed 20 Аpril 2025). [Іn Ukrainian].
7. Kuznetsova, I. (2023). Innovatsijni tekhnolohii upravlinnia pidpryiemstvom sfery obsluhovuvannia v umovakh zmin biznes-landshaftu. Kharkiv: "Disa Plus". Retrieved from https://surl.li/leulbm (accessed 20 Аpril 2025). [Іn Ukrainian].
8. Kuznetsova, I., Kublikova, T. (2023). Tekhnolohii pryjniattia upravlins'kykh rishen' schodo finansovoho zabezpechennia innovatsijnoi diial'nosti pidpryiemstva. Kharkiv: "Disa Plus". Pp. 151-173. Retrieved from https://surl.li/xdcvfe (accessed 20 Аpril 2025). [Іn Ukrainian].
9. Osichka, O., Yasynska, S. (2023). Tekhnolohii pryjniattia upravlins'kykh rishen' schodo zaluchennia kliientiv pidpryiemstv v sfery posluh. Kharkiv: "Disa Plus". Pp. 199-224. Retrieved from https://surl.li/xdcvfe (accessed 20 Аpril 2025). [Іn Ukrainian].
10. Zvarich, L. (2024). Pryjniattia upravlins'kykh rishen' v protsesi formuvannia innovatsijnoi stratehii orhanizatsii. Upravlins'ki rishennia v systemi menedzhmentu pidpryiemstva: monohrafiia. Kharkiv: "Disa Plus". Retrieved from https://surl.li/ebnjvl (accessed 20 Аpril 2025). [Іn Ukrainian].
11. Golik, V. V. (2014). Conceptual approaches to understanding the essence of the concept of "strategy". Naukovyj visnyk Khersons'koho derzhavnoho universytetu, Seriia Ekonomichni nauky, 8, 1, 72-76. Retrieved from https://duikt.edu.ua/uploads/l_2244_33271965.pdf (accessed 20 Аpril 2025). [Іn Ukrainian].
12. Porter, Michael E. (1997). Stratehiia konkurentsii. K.: Basics (accessed 20 Аpril 2025). [Іn Ukrainian].
13. Poberezhna, M. (2013). Communication strategy: basic concepts and definitions. Upravlinnia suchasnym pidpryiemstvom: materialy ІХ-i Mizhnarodnoi naukovo-praktychnoi konferentsii, Kyiv, 25–26 kvitnia 2013 r. : tezy dop. Kyiv, NUKhT. 25-27. Retrieved from https://dspace.nuft.edu.ua/server/api/core/bitstreams/02a3b20f-612e-4e51-8534-142b4df3c578/content (accessed 20 Аpril 2025). [Іn Ukrainian].
14. Balabash, Olha & Ilin, Valerii & Poprozman, Nataliia & Kuznetsova, Inna & Shushpanov, Dmytro & Slavina, Nataliia. (2021). Content Strategy in Management of Communications. Independent Journal of Management & Production, 12(3), 232-242. DOI: https://doi.org/10.14807/ ijmp.v12i3.1538. Retrieved from http://www.ijmp.jor.br/index.php/ijmp/article/view/1538 (accessed 21 Аpril 2025).
15. Kuznetsova, I., Balabash, O., Karpenko, Yu., Sokurenko, I. (2022). Pryiniattia upravlinskykh rishen: metody ta modeli. Kharkiv: Disa plius. Retrieved from http://dspace.oneu.edu.ua/jspui/handle/123456789/14682 (accessed 21 Аpril 2025). [Іn Ukrainian].
16. Balabash, O., Kostenko, R. (2023). Communication technology management as a basis for ensuring sustainable competitive advantages of a service enterprise. Naukovyi visnyk Odeskoho natsionalnoho ekonomichnoho universytetu, 5-6, 72-78. DOI: https://doi.org/10.32680/2409-9260-2023-5-6-306-307-72-78. Retrieved from http://n-visnik.oneu.edu.ua/collections/2023/306-307/page.php?id=abstract/ukr/72-78 (accessed 21 Аpril 2025). [Іn Ukrainian].