Title of the R&D Project: Social and Ethical Marketing as a Tool for Ensuring Sustainable Development (0120U100884)
Project Leader: Yevheniia Oleksiivna Holyshcheva, PhD in Economics, Associate Professor
Implementation Period: 01.01.2020 – 31.12.2022
Funding Volume: 2,220,000 UAH
Object of Study – management processes in enterprises within the context of the concept of social and ethical marketing, which involves harmonizing the social, environmental, and economic interests of producers, consumers, and society as a whole.
Objective – to develop and scientifically substantiate the theoretical-methodological and methodological foundations for the formation and practical implementation of an organizational and economic mechanism of socio-ecological-economic management of economic entities at various levels based on social and ethical marketing as a tool for ensuring sustainable development.
The project is based on the authors’ concept of the possibility of socio-ecological-economic management of economic entities at different levels through the application of methods and tools of social and ethical marketing to ensure sustainable development in Ukraine. The working hypothesis of the project is that its developments, taken together, will provide the fundamental opportunity to more accurately select, improve, and implement effective tools, methods, and forms of social and ethical marketing, and to form on this basis the foundations of an organizational and economic mechanism for socio-ecological-economic management of economic entities at various levels. The practical implementation of this mechanism will bring the Ukrainian economy closer to achieving the global Sustainable Development Goals.
The scientific results, conclusions, and recommendations obtained from the project are collectively aimed at solving an important applied scientific problem: the development, scientific substantiation, and implementation of a mechanism for socio-ecological-economic management of economic entities at all levels based on the principles of social and ethical marketing to ensure sustainable development.
The main project results that have scientific novelty include:
The main scientific results were elaborated into specific methodologies and practical recommendations (taking into account their pilot implementation), which can be directly applied in managing economic entities at all levels during the transition to a social and ethical marketing model to ensure sustainable development.
The obtained results of the project are comparable to the best international scientific studies in the field of forming socio-ecological-economic management mechanisms for enhancing enterprise competitiveness based on the concept of social and ethical marketing. The project takes into account the specifics of Ukrainian enterprises and the Ukrainian economic system and develops recommendations for domestic companies. There are no analogs to these results in Ukraine. This is due to the fact that almost all existing academic works (e.g., Kravchenko, 2015; Sokoly, 2014) mainly address the formation of fundamental principles of social or responsible marketing and do not consider the aspects of sustainable development.
The authors’ developments contribute to the sustainable development of Ukraine’s economy.
Scientific significance and novelty of the obtained results:
The scientific developments, conclusions, and recommendations significantly complement and advance the conceptual foundations of socio-ecological-economic management of economic entities at all levels based on social and ethical marketing principles to ensure sustainable development. They contribute to the theory of social and ethical marketing, in particular, the approaches to forming an optimal system of tools, forms, and methods of social and ethical marketing for achieving sustainable development.
The obtained results are of particular interest to Ukrainian science and to the scientific communities of countries striving to become equal partners and competitors within the global community, as they create a mechanism enabling the achievement of the Sustainable Development Goals set by the international community.
The research provides a fundamental opportunity to select and implement the most effective tools, methods, and forms of social and ethical marketing in the management of domestic economic entities at all levels, taking into account their existing potential and global trends in sustainable development. This will enable Ukraine to join the global strategy for achieving the Sustainable Development Goals by 2030.
Practical significance of the obtained scientific results:
Implementation of the results of this scientific project in the activities of domestic economic entities will enable enterprises to develop in accordance with global trends and will bring the Ukrainian economy closer to ensuring sustainable development, which is a priority direction of the global community.
Focusing the activities of domestic producers on the concept of social and ethical marketing will ensure their long-term stability and harmonize the interests of various stakeholders. This will help neutralize external environmental risks and strengthen the internal capabilities of domestic economic entities.
