ALGORITHMIZATION OF THE CHOICE OF INNOVATIVE MARKETING TOOLS IN ENSURING THE COMPETITIVENESS OF EXPORT-ORIENTED ENTERPRISES

Abstract

The article studies the problems of optimizing marketing architecture for large industrial enterprises in volatile international markets. The purpose of the study is to develop a multi-stage algorithm for selecting innovative marketing tools to increase export sustainability and financial autonomy of industrial giants, focusing on the metallurgical and aerospace sectors, such as: PJSC «Zaporizhstal» and OJSC «Motor Sich». The research is essential due to the growing gap between traditional marketing and modern foreign economic requirements, where global price fluctuations require a transition to proactive strategic management. The methodological base synthesizes econometric modeling, decision-making theory, and digital compliance. The author applies a systematic approach to analyzing financial and marketing reports for 2024–2025. A mathematical model was developed to assess marketing levers, including two new integrated indicators. The marketing prevention coefficient (K_prev) measures the tool's ability to buffer external economic shocks. The Technological Authenticity Index (I_ta) assesses the depth of customer integration through service ecosystems and digital twins. The results show that for raw material exporter such as «Zaporizhstal», the main priority is to comply with industry requirements and niche positioning to mitigate price volatility on the London Metallurgical Exchange and adapt to EU standards such as CBAM. Alternatively, high-tech enterprises such as «Motor Sich», the implementation of digital twins technology and predictive maintenance minimizes information asymmetry and ensures long-term contracts. The author demonstrates that the synergy of technological branding with flexible pricing turns service requirements into economic assets. The practical value lies in the proposed algorithmic tools that allow corporate governance to move from reactive costs to strategic damping. The result does offer a roadmap for achieving sustainable competitive advantage through marketing intellectualization and increasing reputational capital.