MODEL FOR CHOOSING A BUSINESS COMMUNICATIONS STRATEGY IN THE BUILDING MATERIALS MARKET IN THE CONDITIONS OF DIGITALIZATION

Abstract

The article proposes a methodological approach to the model for selecting business communication strategies for enterprises in the construction materials market in the context of digitalization. An analysis of the key characteristics of existing business communication strategies has been conducted. Four key business communication strategies have been identified, including: Active Competition Strategy; Analytical Strategy; Confrontation and Positional Bargaining Strategy; Confrontation and Positional Bargaining Strategy. The assessment of alternative decisions regarding the selection of enterprise strategies and their impact on profitability and overall efficiency was conducted using the following criteria: Maximin and Minimax Criterion; Hurwicz Pessimism-Optimism Criterion; Savage Criterion; Laplace-Bayes Criterion. For each criterion, calculations were performed, confirming the profitability and potential feasibility of implementing each business communication strategy. According to the Maximin and Minimax Criterion, the second strategy – the Analytical Strategy – was chosen, as it ensures the best decision under the worst-case scenario. The Hurwicz Criterion also favored the Analytical Strategy, as it promises higher profitability. Under the Savage Criterion, the Analytical Strategy was selected because it results in the lowest possible maximum loss, according to calculations. Finally, based on the Laplace-Bayes Criterion, the first strategy (Active Competition Strategy) and the second strategy (Analytical Strategy) were chosen. After aligning evaluations and calculations across all criteria, the Analytical Strategy was ultimately selected. The proposed methodological approach to the model for selecting a business communication strategy, using an enterprise in the construction materials market as an example, addresses the issue of selecting alternatives. This approach enables the identification and assessment of the profitability of implementing each alternative strategic development model in terms of business communication strategies. Furthermore, this method takes into account the profitability of each strategy's implementation based on the market's growth potential, considering its specifics, characteristics, and type. In this regard, the universality of the proposed methodological approach to selecting alternative strategies is demonstrated.