METHODOLOGICAL FRAMEWORK OF CUSTOMER ORIENTATION IN A MODERN PRINTING COMPANY
Abstract
The article examines the methodological framework of customer orientation in a modern printing company, which is formed through the integration of classical management concepts and advanced technologies. It is demonstrated that under conditions of increasing competition and rapid market changes, traditional management models fail to ensure an adequate level of efficiency and customer loyalty. The necessity of developing an integrative system that combines the CRM approach, the concept of Total Quality Management (TQM), Lean management, innovation management, and corporate social responsibility (CSR) is substantiated. The results of the study indicate that the comprehensive implementation of customer-oriented strategies in combination with technological innovations enables printing enterprises not only to meet modern market requirements but also to form a stable system of relationships with customers, which is a key factor of success in the twenty-first century.
References
Helei, Yu., Reviakin, O., & Leonidov, A. (2023). Kliientooriientovanyi marketynh yak stratehichnyi instrument uspishnoho rozvytku pidpryiemstv [Customer-oriented marketing as a strategic tool for successful development of enterprises]. Ekonomika kharchovoi promyslovosti – Economics of the food industry, vol. 15, no. 4, pp. 64–69. DOI: https://doi.org/10.15673/fie.v15i4.2803 (in Ukrainian)
Pidkamin, L. Y. сompiler (2021). Elementy marketynhu ta menedzhmentu vydavnycho-polihrafichnoi spravy: navchalnyi posibnyk [Elements of marketing and management of publishing and printing: a textbook]. 2nd ed., rev. and suppl. Chernivtsi: Chernivtsi National University. 136 p. Available at: https://archer.chnu.edu.ua/xmlui/bitstream/handle/123456789/4155/%D0%95%D0%9B%D0%95%D0%9C.%20%D0%9C%D0%90%D0%A0%D0%9A.-%D0%A0%D0%95%D0%9F%D0%A0%D0%95%D0%97-28.02.-2022.pdf?sequence=1&isAllowed=y (accessed February 20, 2026) (in Ukrainian)
Paliukh, O. (2022). Tekhnolohichne zabezpechennia yakosti ta ekspluatatsiinykh vlastyvostei knyh z napivzhorstkymy obkladynkamy: monohrafiia [Technological assurance of quality and operational properties of books with semi-hard covers: monograph]. Kyiv: Igor Sikorsky Kyiv Polytechnic Institute, Publishing House "Polytechnica". 196 p. (in Ukrainian)
Trishchuk, R. L. (2021). Tekhnolohichne zabezpechennia yakosti ta ekspluatatsiinykh vlastyvostei detalei polihrafichnoho obladnannia pry vyhotovlenni intehralnykh obkladynok: dys. ... kand. tekhn. nauk: 05.05.01 [Technological assurance of quality and operational properties of printing equipment parts in the manufacture of integral covers: dissertation ... candidate of technical sciences: 05.05.01]. Scientific supervisor P. O. Kyrychok. Kyiv: NTUU "Igor Sikorsky Kyiv Polytechnic Institute". 189 p. (in Ukrainian)
Zorenko, Ya. V. (2015). Tekhnolohii reprodukuvannia ploskym ofsetnym drukom: monohrafiia [Flat offset printing reproduction technologies: monograph]. Edited by O. M. Velichko. Kyiv: VPTs "Kyivskyi universytet". 176 p. (in Ukrainian)
Myronyk, B., Sliusarenko, K., & Hrybyk, I. (2025). Korporatyvna sotsialna vidpovidalnist yak instrument staloho rozvytku pidpryiemstva: suchasni tendentsii ta vyklyky [Corporate social responsibility as a tool for sustainable enterprise development: current trends and challenges]. Naukovi perspektyvy. Seriia «Ekonomika» – Scientific perspectives. Series "Economy", no. 2 (56), pp. 960–987. DOI: https://doi.org/10.52058/2708-7530-2025-2(56)-960-987 (in Ukrainian)
Koptieva, H. M. (2023). Korporatyvna sotsialna vidpovidalnist yak instytut rozvytku biznesu [Corporate social responsibility as an institute of business development]. Visnyk NTU "KhPI". Seriia: Ekonomichni nauky – Bulletin of NTU "KhPI". Series: Economic Sciences, no. 6, pp. 34–38. DOI: https://doi.org/10.20998/2519-4461.2023.6.34 (in Ukrainian)
Drucker, P. F. (1954). The Practice of Management. New York: Harper & Row. 400 p.
Sanchez, R., & Heene, A. (1997). Reinventing Strategic Management: New Theory and Practice for Competitive Advantage. European Management Journal, vol. 15, no. 3, pp. 303–317.
Wedel, M., & Kannan, P. K. (2016). Marketing analytics for data-rich environments. Journal of Marketing, vol. 80, no. 6, pp. 97–121. DOI: https://doi.org/10.1509/jm.15.0413.
Payne, A., & Frow, P. (2005). A strategic framework for customer relationship management. Journal of Marketing, vol. 69, no. 4, pp. 167–176. DOI: https://doi.org/10.1509/jmkg.2005.69.4.167.
Liu, H. (2023). Consumer Behavior Prediction in the Big Data Era: a Comparison Analysis. BCP Business & Management, vol. 38, pp. 1055–1060. DOI: https://doi.org/10.54691/bcpbm.v38i.3826.
Buttle, F., & Maklan, S. (2019). Customer Relationship Management: Concepts and Technologies (4th ed.). London: Routledge. 598 p. DOI: https://doi.org/10.4324/9781351016551.
Begum, N. (2024). Big Data Analytics and Its Impact on Customer Behavior Prediction in Retail Businesses. Pacific Journal of Business Innovation and Strategy, vol. 1, no. 1, pp. 49–59. DOI: https://doi.org/10.70818/pjbis.2024.v01i01.017.
Oakland, J. S. (2014). Total Quality Management and Operational Excellence: Text with Cases (4th Edition). London: Routledge. DOI: https://doi.org/10.4324/9781315815725.
Goetsch, D. L., & Davis, S. B. (2014). Quality Management for Organizational Excellence: Introduction to Total Quality (8th ed.). Upper Saddle River: Pearson. 480 p. Available at: https://www.researchgate.net/profile/Hakeem-Abdul-Wahid-Al-Khuzai/publication/350290679_Quality_Management_for_Organizational_adart_aljwdt_fy_almnzmat/links/6058f56092851cd8ce5e4698/Quality-Management-for-Organizational-adart-aljwdt-fy-almnzmat.pdf (accessed February 20, 2026).
Carroll, A. B. (2015). Corporate social responsibility: The centerpiece of competing and complementary frameworks. Organizational Dynamics, vol. 44, iss. 2, pp. 87–96. DOI: https://doi.org/10.1016/j.orgdyn.2015.02.002.
Husted, B. W., & Allen, D. B. (2009). Strategic Corporate Social Responsibility and Value Creation. Management International Review, vol. 49, no. 6, pp. 781–799. DOI: https://doi.org/10.1007/s11575-009-0016-5.
Гелей Ю., Ревякін О., Леонідов А. Клієнтоорієнтований маркетинг як стратегічний інструмент успішного розвитку підприємств. Економіка харчової промисловості. 2023. Т. 15. Вип. 4. С. 64–69. DOI: https://doi.org/10.15673/fie.v15i4.2803.
Елементи маркетингу та менеджменту видавничо-поліграфічної справи : навчальний посібник. 2-ге видання, перероблене і доповнене / укл. Л. Й. Підкамінь. Чернівці : Чернівецький національний університет, 2021. 136 с. URL: https://archer.chnu.edu.ua/xmlui/bitstream/handle/123456789/4155/%D0%95%D0%9B%D0%95%D0%9C.%20%D0%9C%D0%90%D0%A0%D0%9A.-%D0%A0%D0%95%D0%9F%D0%A0%D0%95%D0%97-28.02.-2022.pdf?sequence=1&isAllowed=y (дата звернення: 20.02.2026).
Палюх О. Технологічне забезпечення якості та експлуатаційних властивостей книг з напівжорсткими обкладинками : монографія. Київ : КПІ ім. Ігоря Сікорського, Вид-во «Політехніка», 2022. 196 с.
Тріщук Р. Л. Технологічне забезпечення якості та експлуатаційних властивостей деталей поліграфічного обладнання при виготовленні інтегральних обкладинок : дис. ... канд. техн. наук: 05.05.01 / НТУУ «КПІ ім. Ігоря Сікорського» ; наук. кер. П. О. Киричок. Київ, 2021. 189 с.
Зоренко Я. В. Технології репродукування плоским офсетним друком: монографія / за заг. ред. О. М. Величко. К. : ВПЦ «Київський університет», 2015. 176 с.
Мироник Б., Слюсаренко К., Грибик І. Корпоративна соціальна відповідальність як інструмент сталого розвитку підприємства: сучасні тенденції та виклики. Наукові перспективи. Серія «Економіка». 2025. № 2(56). С. 960–987. DOI: https://doi.org/10.52058/2708-7530-2025-2(56)-960-987.
Коптєва Г. М. Корпоративна соціальна відповідальність як інститут розвитку бізнесу. Вісник НТУ «ХПІ». Серія: Економічні науки. 2023. № 6. С. 34–38. DOI: https://doi.org/10.20998/2519-4461.2023.6.34.
Drucker P. F. The Practice of Management. New York : Harper & Row, 1954. 400 p.
Sanchez R., Heene A. Reinventing Strategic Management: New Theory and Practice for Competitive Advantage. European Management Journal. 1997. Vol. 15, No. 3. P. 303–317.
Wedel M., Kannan P. K. Marketing analytics for data-rich environments. Journal of Marketing. 2016. Vol. 80, No. 6. P. 97–121. DOI: https://doi.org/10.1509/jm.15.0413.
Payne A., Frow P. A strategic framework for customer relationship management. Journal of Marketing. 2005. Vol. 69, No. 4. P. 167–176. DOI: https://doi.org/10.1509/jmkg.2005.69.4.167.
Liu H. Consumer Behavior Prediction in the Big Data Era: a Comparison Analysis. BCP Business & Management. 2023. Vol. 38. P. 1055–1060. DOI: https://doi.org/10.54691/bcpbm.v38i.3826.
Buttle F., Maklan S. Customer Relationship Management: Concepts and Technologies. 4th ed. London : Routledge, 2019. 598 p. DOI: https://doi.org/10.4324/9781351016551.
Begum N. Big Data Analytics and Its Impact on Customer Behavior Prediction in Retail Businesses. Pacific Journal of Business Innovation and Strategy. 2024. Vol. 1, No. 1. P. 49–59. DOI: https://doi.org/10.70818/pjbis.2024.v01i01.017.
Oakland J. S. Total Quality Management and Operational Excellence: Text with Cases. 4th Edition. London : Routledge, 2014. DOI: https://doi.org/10.4324/9781315815725.
Goetsch D. L., Davis S. B. Quality Management for Organizational Excellence: Introduction to Total Quality. 8th ed. Upper Saddle River : Pearson, 2014. 480 p. URL: https://www.researchgate.net/profile/Hakeem-Abdul-Wahid-Al-Khuzai/publication/350290679_Quality_Management_for_Organizational_adart_aljwdt_fy_almnzmat/links/6058f56092851cd8ce5e4698/Quality-Management-for-Organizational-adart-aljwdt-fy-almnzmat.pdf (дата звернення: 20.02.2026).
Carroll A. B. Corporate social responsibility: The centerpiece of competing and complementary frameworks. Organizational Dynamics. 2015. Vol. 44, Iss. 2. P. 87–96. DOI: https://doi.org/10.1016/j.orgdyn.2015.02.002.
Husted B. W., Allen D. B. Strategic Corporate Social Responsibility and Value Creation. Management International Review. 2009. Vol. 49, No. 6. P. 781–799. DOI: https://doi.org/10.1007/s11575-009-0016-5.
Copyright (c) 2026 Альона Makatora, Дмитро Макатьора, Руслан Кубанов
This work is licensed under a Creative Commons Attribution 4.0 International License.
