The dissertation deals with the systematic study and development of the organizational and economic framework for business process re-engineering in the marketing activities of industrial enterprises to significantly increase the economic efficiency of industrial enterprises during the period of sharp transformations of the internal and external business environment.
In particular, it develops theoretical provisions on understanding business process re-engineering in marketing activities by clarifying the conceptual apparatus of business process re-engineering in the marketing activities of industrial enterprises. Herewith, it is proposed to define the concept of “marketing activity re-engineering” as fundamental organizational and economic transformations of the enterprise’s activities, which ensure the prompt determination of the requirements of an important market for the enterprise (client) and ensuring their timely and high-quality satisfaction through organizational, informational, motivational and innovative support; as well as the formulation of the functions of the marketing activity of business entities during the business process re-engineering (motivational, organizational, cultural-creative and innovative).
The author also improved the scientific and methodological approach to the formation of a model of organizational and economic support for re-engineering in the marketing activity of enterprises by integrating the Hammer and Champy’s “diamond model” and integral complex of marketing re-engineering by B. Gadzhiev using the content of the components and properties of the post-reengineering organizational structure the company, in particular its iteration and ability to move into new phases.
The analysis of the strategies of machine-building enterprises revealed a number of shortcomings, in particular, the lack of a clearly expressed positioning of companies in relation to various types of counterparties and different markets. The study of the most common theories of the formation of marketing strategies revealed their lack of adaptability, including for the mechanical engineering sector.
The study of the activities of industrial enterprises in the field of mechanical engineering during the re-engineering of their business processes allowed identifying exactly those areas of activity of enterprises that have the greatest impact on the formation of marketing potential. These areas are defined as follows: the state and dynamics of the market in which the company operates, sales of the company, advertising and public relations, marketing innovations, marketing planning, involvement in marketing activities of all divisions of the company and third-party organizations, investment and financial policy, and human resources.
It has been established that the business process re-engineering can lead to the fact that different sides of the same indicator can pose both a threat to the organization and create a potential opportunity for it. Moreover, the same factors are a threat to some organizations, and an opportunity to create an advantage for others. The author developed a conceptual scheme for the formation of staffing for re-engineering of business processes of marketing activities, in contrast to the existing ones, it provides for the formation of a competency model of a re-engineering team based on the proposed criterion indicators and assessing the compliance of the re-engineering team with the resulting model, for which the author’s model of the survey was developed and tested; adjusting the re-engineering team to ensure its compliance with the competency model, as well as assessing the cost of building human resources for the business process re-engineering.
