CONCEPTUALIZING THE MECHANISM FOR FORMING A PORTFOLIO OF MARKETING TOOLS FOR MANAGING ENTERPRISE PERFORMANCE EFFECTIVENESS UNDER MARKET TURBULENCE
Abstract
The article conceptualizes a mechanism for forming a portfolio of marketing instruments as a controllable feedback loop that influences an enterprise’s key performance indicators. Its relevance stems from the fact that under market turbulence, individual instruments become less predictable in their outcomes. At the same time, performance management requires not episodic decisions but a systematic selection and combination of instruments into a portfolio aimed at generating synergy among the chosen tools. Achieving such synergy requires a specific alignment logic that links the instrument-selection process to target metrics and mechanisms for adapting the portfolio to changes in the external environment. The purpose of the article is to advance the theoretical and methodological foundations for designing a mechanism that forms marketing instruments for managing enterprise performance, tailored to conditions of market turbulence. The author substantiates the hypothesis that a shift to the marketing paradigm, together with a high level of market orientation, ensures sufficient correspondence between the variety of the controlling and the controlled systems in line with the law of requisite variety. In other words, marketing instruments (as formalized methods of influencing the object of management) are selected and applied to deliver a specified impact on the characteristics of enterprise performance. A two-layer cause-and-effect model has been developed to connect marketing and operational decisions, establishing correlations between elements of the marketing mix and the enterprise’s key performance indicators. Using ontological modeling tools, a conceptual model is proposed to describe a marketing instrument, capturing its multidimensional nature and diverse roles in ensuring performance. The model is designed to build adaptive management loops for the marketing toolkit and to account for instrument interactions within a portfolio properly. The conceptual logic of the proposed portfolio-formation mechanism positions the marketing paradigm as a means of ensuring adaptability to the effects of market turbulence. Ultimately, the design of marketing instruments is framed as constructing a space of enterprise performance characteristics, reflecting a multi-aspect understanding of this concept.
References
Балабанова Л.В., Холод В.В., Балабанова І.В. Стратегічний маркетинг. К.: Центр учбової літератури, 2019. 612 с.
Бочко О.Ю. Маркетингові інструменти функціонування регіональних ринків молочної продукції : монографія. Львів: Видавництво «ГАЛИЧ-ПРЕС», 2018. 228 с.
Власенко Т.А., Степаненко С.В., Левченко А.В. Механізм управління трудовим потенціалом суб’єктів економічних відносин. Український журнал прикладної економіки. 2021. Т. 6. № 2. С. 280-285.
Маркетинговий інструментарій формування попиту на товари та послуги на ринках України : ред. Р.В. Федорович. Тернопіль: ТНТУ ім. І. Пулюя, 2014. 359 с.
Помазан Л.М., Юрченко О.А., Кобернюк С.О. Сучасні інструменти та засоби цифрового маркетингу для просування бізнес-проєктів. Social Development Economic and Legal Issues. 2025. № 11. С. 1-11.
Ставська Ю.В. Маркетингові інструменти та їх вплив на стабілізацію економічного стану підприємства. Modern Economics. 2019. № 13. С. 227-232.
Старостіна А.О., Кравченко В.А., Пригара О.Ю., Ярош-Дмитренко Л.О. Маркетинг. К.: «НВП «Інтерсервіс», 2018. 216 с.
Цатурян Р.О., Бедов Д.В., Жовновач Р.І. Інноваційні маркетингові інструменти просування промислової продукції в мережі Інтернет. Центральноукраїнський науковий вісник. Економічні науки. 2023. № 9(42). С. 186-196.
Adler R.W. Strategic Performance Management. Accounting for organizational control. London: Routledge, 2023. 339 p.
Aginus H. Performance management. Chicago: Chicago Business Press, 2019. 222 p.
Ashby W.R. An Introduction to Cybernetics. London: Martino Fine Books, 2015. 306 p.
Hakansson H. International Marketing and Purchasing of Industrial Goods. USA: John Wiley & Sons, 1982. 415 p.
Helmold M. Strategic Performance Management. Achieving Long-term Competitive Advantage through Performance Excellence. Gewerbestrasse: Springer, 2022. 210 p.
Hollensen S. Marketing Management: A Relationship Approach. London: Financial Times Prentice Hall, 2010. 697 p.
Kotler P., Kartajaya H., Setiawan I. Marketing 5.0: Technology for Humanity. New Jersey: John Wiley & Sons, 2021. 224 p.
Siegenfeld A.F., Bar-Yam Y. A Formal Definition of Scale-Dependent Complexity and the Multi-Scale Law of Requisite Variety. Entropy. 2025. Vol. 27. № 8:835
Balabanova L. V., Kholod V. V., Balabanova I. V. (2019) Stratehichnyi marketynh [Strategic marketing]. Kyiv: Tsentr uchbovoi literatury. 612 p. (in Ukrainian)
Bochko O. Yu. (2018) Marketynhovi instrumenty funktsionuvannia rehionalnykh rynkiv molochnoi produktsii: monohrafiia [Marketing tools for the functioning of regional dairy markets: a monograph]. Lviv: HALYCH-PRES. 228 p. (in Ukrainian)
Vlasenko T. A., Stepanenko S. V., Levchenko A. V. (2021) Mekhanizm upravlinnia trudovym potentsialom subiektiv ekonomichnykh vidnosyn [Mechanism for managing the labor potential of economic relations entities]. Ukrainskyi zhurnal prykladnoi ekonomiky, vol. 6, no. 2, pp. 280–285. (in Ukrainian)
Fedorovych R. V. (ed.) (2014) Marketynhovyi instrumentarii formuvannia popytu na tovary ta posluhy na rynkakh Ukrainy [Marketing toolkit for forming demand for goods and services in the markets of Ukraine]. Ternopil: TNTU im. I. Puliuia. 359 p. (in Ukrainian)
Pomazan L. M., Yurchenko O. A., Koberniuk S. O. (2025) Suchasni instrumenty ta zasoby tsyfrovoho marketynhu dlia prosuvannia biznes-proiektiv [Modern tools and means of digital marketing for promoting business projects]. Social Development Economic and Legal Issues, no. 11, pp. 1–11. (in Ukrainian)
Stavska Yu. V. (2019) Marketynhovi instrumenty ta yikh vplyv na stabilizatsiiu ekonomichnoho stanu pidpryiemstva [Marketing tools and their impact on stabilizing the economic condition of the enterprise]. Modern Economics, no. 13, pp. 227–232. (in Ukrainian)
Starostina A. O., Kravchenko V. A., Pryhara O. Yu., Yarosh-Dmytrenko L. O. (2018) Marketynh [Marketing]. Kyiv: NVP “Interservis”. 216 p. (in Ukrainian)
Tsaturian R. O., Bedov D. V., Zhovnovach R. I. (2023) Innovatsiini marketynhovi instrumenty prosuvannia promyslovoi produktsii v merezhi Internet [Innovative marketing tools for promoting industrial products on the Internet]. Tsentralnoukrainskyi naukovyi visnyk. Ekonomichni nauky, no. 9(42), pp. 186–196. (in Ukrainian)
Adler R. W. (2023) Strategic Performance Management: Accounting for Organizational Control. London: Routledge. 339 p.
Aginus H. (2019) Performance Management. Chicago: Chicago Business Press. 222 p.
Ashby W. R. (2015) An Introduction to Cybernetics. London: Martino Fine Books. 306 p.
Hakansson H. (1982) International Marketing and Purchasing of Industrial Goods. USA: John Wiley & Sons. 415 p.
Helmold M. (2022) Strategic Performance Management: Achieving Long-term Competitive Advantage through Performance Excellence. Gewerbestrasse: Springer. 210 p.
Hollensen S. (2010) Marketing Management: A Relationship Approach. London: Financial Times Prentice Hall. 697 p.
Kotler P., Kartajaya H., Setiawan I. (2021) Marketing 5.0: Technology for Humanity. New Jersey: John Wiley & Sons. 224 p.
Siegenfeld A. F., Bar-Yam Y. (2025) A Formal Definition of Scale-Dependent Complexity and the Multi-Scale Law of Requisite Variety. Entropy, vol. 27, no. 8:835.
This work is licensed under a Creative Commons Attribution 4.0 International License.
