2024 5

Strategizing the Development of Organizational and Communication Systems of Enterprises with Consumers in the Context of a Changing Environment, Competition and Behavioral Economics

Hutsaliuk O. M.,
Doctor of Economics, professor
ORCID https://orcid.org/0000-0002-6541-4912
e-mail: alex-g.88@ukr.net,
Private institution of higher education “Rauf Ablyazov Eastern European University”, Cherkasy,
Bohutenko Ya. A.,
holder of the third (educational and scientific) level of higher education,
ORCID https://orcid.org/0009-0006-2016-4311
e-mail: yuriy.bogutenko@pioneer.com
Kolovorotnyi S. A.,
holder of the third (educational and scientific) level of higher education,
ORCID https://orcid.org/0009-0004-0260-6273
e-mail: kolovorotny80@gmail.com
Kuzmyak Yu. Y., 
holder of the third (educational and scientific) level of higher education
ORCID https://orcid.org/0009-0007-1334-4805
e-mail:  ykouzmiak@gmail.com,
State Technical University of the Azov Sea, Dnipro.

Citation Format
Hutsaliuk O. M., Bohutenko Ya. A., Kolovorotnyi S. A., Kuzmyak Yu. Y. Strategizing the Development of Organizational and Communication Systems of Enterprises with Consumers in the Context of a Changing Environment, Competition and Behavioral Economics. Management of Economy: Theory and Practice. Chumachenko’s Annals: collection of scientific papers / Institute of Industrial Economics of the NAS of Ukraine. Kyiv, 2024. P. 52-61. DOI: https://doi.org/10.37405/2221-1187.2024.52-61

Language
 Ukrainian

Resume
The article considers strategic approaches to the development of organizational and communication systems (OCS) of enterprises in the context of a changing market environment, growing competition and the influence of behavioral economics.
The key factors that determine the effectiveness of communications with consumers are analyzed, in particular digitalization, personalization of interaction and the use of modern technologies, such as CRM systems, artificial intelligence, big data and omnichannel strategies.
Special attention is paid to the implementation of behavioral strategies in the processes of enterprise communication, including the application of the principles of social proof, the scarcity effect and cognitive biases. Models of OCS development are proposed that ensure business adaptation to dynamic market changes and increase the level of consumer loyalty.
The results of the study confirm that a strategic approach to the development of OSS, based on digital technologies and behavioral mechanisms, contributes to increasing the competitiveness of enterprises and creates the prerequisites for their sustainable development.
Prospects for further research are to develop an organizational and economic mechanism for managing relationships with consumers in the context of the marketing strategy of enterprises in the information economy.

Keywords
organizational and communication systems, strategizing, digitalization, behavioral economics, CRM system, consumers, competition, changing environment.

Referensces

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Received: 25.11.2024
Accepted: 09.12.2024
Published: 20.12.2024