Marketing and operational aspects of the strategy of industrial import substitution

Abstract

Purpose: The purpose of the article is to present the development and implementation of effective marketing strategies related to industrial import substitution. Design/Methodology/Approach: The article reveals the features and prospects of marketing and operational strategies that accompany the activities of Russian enterprises in the domestic market. Prospects of mobilization of reserves of industrial import substitution, their marketing and financial value in the context of growth of competitive stability and competitiveness are characterized. Findings: The results consists in the development of tools for strategic marketing management of industrial markets based on the feasibility and necessity of using the indicator of competitive stability among the strategic priorities of the functioning and sustainable development of industrial enterprises. Practical implications: The applied value of the study is expressed in the disclosure of the content, features and effectiveness of marketing and competitive strategies, justified by the possibility of using the authors' marketing forecast in the long-term business plans, marketing and competitive strategies. Originality/value: The originality of this approach is to acknowledge assumptions about the need to increase the marketing agility of the subjects of industrial marketing due to the substantial reorientation of functional marketing strategies on the achievement and retention of competitive sustainability.