МАРКЕТИНГОВІ ДОСЛІДЖЕННЯ ЯК ІНСТРУМЕНТ МІНІМІЗАЦІЇ РИЗИКІВ У СУЧАСНОМУ ПІДПРИЄМНИЦТВІ

• Datum: 2026
• 1. Verfasser: Kalinichenko, Olena
• Format: Artikel
• Sprache: Ukrainisch
• Veröffentlicht: Zhytomyr Ivan Franko State University 2026
• Schlagworte: маркетингові дослідження; підприємницькі ризики; мінімізація ризиків; ризик-менеджмент; стратегічне управління; інформаційна безпека бізнесу; маркетингова розвідка; резильєнтність підприємства; цифрова аналітика; мале та середнє підприємництво
• Online Zugang: https://eui.zu.edu.ua/article/view/362409
• Назва журналу: Economics. Management. Innovations

The article explores the fundamental role of marketing research as a strategic tool for identifying and minimizing risks within the operations of modern entrepreneurial structures. It is established that in conditions of global geopolitical instability, martial law in Ukraine, and rapid digitalization of the economy, traditional intuitive approaches to management become not only ineffective but critically dangerous for business survival. The transformation of marketing from an auxiliary service function into a key element of the business economic security system, which ensures the stability of financial flows and the resilience of market positions, is substantiated. Special attention is paid to the theoretical synthesis of entrepreneurship concepts and marketing analysis, allowing information to be viewed as a strategic asset necessary for adapting to dynamic changes in the external environment. In the course of the study, the main risk zones upon which marketing analysis has a direct preventive impact were classified: commercial risks associated with market demand volatility; aggressive competitive threats; and strategic miscalculations in positioning and communication policy. The author developed and presented a proprietary matrix of correspondence between marketing research tools and specific types of entrepreneurial risks, which serves as a roadmap for management, allowing for significant optimization of administrative costs and increased accuracy in forecasting market scenarios. Particular focus is placed on a deep analysis of barriers preventing the implementation of systematic research activity in the small and medium-sized enterprise (SME) sector. It was found that resource, time, and competency constraints often create a false illusion of the unavailability of professional analysis for small companies. As an effective way to overcome these obstacles, the implementation of the "Fast Marketing" concept is proposed, based on the use of accessible digital tools such as Google Trends, CRM analytics, social listening, and rapid online surveys. It is proven that the democratization of access to Big Data opens new horizons for analytical support of business processes even under strict budget austerity. The scientific novelty of the work lies in the development of a multi-level algorithm for integrating marketing analysis into a hierarchical enterprise management system at the strategic, tactical, and operational levels. For the first time, the practical application of the "Marketing Intelligence" concept as an intellectual early warning system for hidden threats is detailed, allowing for the complete replacement of a manager's subjective assumptions with objective market indicators. It is concluded that the systematic use of marketing data allows for the formation of high enterprise resilience - the ability not only to withstand external shocks but also to effectively adapt to changes, transforming threats into new market opportunities. Expenditures on marketing research should be considered a form of highly profitable investment in business information security, as their cost is significantly lower than the cumulative losses from erroneous management decisions. The results of the study have direct practical significance and can be used by entrepreneurs and managers to improve internal risk management systems under conditions of extreme uncertainty.