FORMATION OF ENTERPRISES’ MARKETING PRODUCT POLICY UNDER CRISIS CONDITIONS AND UNSTABLE DEMAND
Abstract
The article explores the theoretical, methodological, and practical aspects of forming enterprise marketing product policy under conditions of crisis phenomena and unstable demand. The relevance of the study is driven by increasing market volatility, structural shifts in consumer behaviour, intensification of digital transformation, and growing uncertainty of the external environment, which significantly complicate decision-making in marketing management and product portfolio development. In this context, traditional approaches to product policy become insufficient, and enterprises require adaptive mechanisms capable of ensuring flexibility, resilience, and strategic sustainability. The purpose of the article is to substantiate and develop an integrated approach to the formation of marketing product policy based on the interaction of strategic, behavioral, and institutional factors. The research methodology combines systemic, comparative, analytical, structural-functional, and conceptual modeling approaches, which made it possible to identify key determinants of product policy transformation and to formalize adaptive mechanisms of marketing decision-making. As a result of the study, an author’s conceptual model of marketing product policy formation was developed, which reflects the logic of integrating strategic management, consumer behaviour analysis, and institutional constraints in a turbulent market environment. An algorithm for managing the product portfolio and a system of indicators for assessing the adaptability and effectiveness of marketing product policy were proposed. The findings demonstrate that the integration of strategic, behavioral, and institutional components enhances the adaptability of marketing decisions, improves the efficiency of product portfolio management, strengthens enterprise competitiveness, and increases the resilience of marketing activities to crisis challenges and demand instability. The practical value of the research results lies in the possibility of their application by enterprises to improve marketing management systems, optimize product portfolio structures, enhance the effectiveness of marketing product policy, and strengthen competitive positions in markets characterized by high uncertainty and dynamic changes in consumer demand.
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