MARKETING AND CORPORATE ETHICS IN THE MANAGEMENT OF BUSINESS PROJECTS OF CORPORATE-TYPE ORGANIZATIONS
Abstract
The article examines the role of marketing and corporate ethics in the management of business projects of corporate-type organizations under conditions of intensified competition, economic digitalization, and growing requirements for socially responsible business conduct. The relevance of the topic is determined by the increasing need for companies to combine market efficiency with ethical standards, transparent communications, stakeholder trust, and long-term sustainable development. The purpose of the study is to determine the interrelation between marketing instruments and corporate ethics in the management of business projects, as well as to identify their influence on trust formation, project efficiency, and enterprise competitiveness. To achieve this goal, a set of general scientific and special research methods was applied, including methods of analysis and synthesis, comparison, systematization, logical generalization, tabular presentation, and questionnaire survey. An online survey based on a structured questionnaire was conducted among respondents of different age groups and professional categories during 2025. The obtained results confirmed that honesty of marketing communications and product quality are the most important factors influencing consumer trust. It was found that unethical marketing practices may create reputational and operational risks for business projects, while transparent and responsible behavior increases customer loyalty and strengthens market positions. The study also demonstrated that marketing support significantly affects project effectiveness through market orientation, demand analysis, communication efficiency, and brand development. Based on theoretical generalization and empirical findings, a conceptual model of the relationship between corporate ethics, marketing strategy, stakeholder trust, project effectiveness, and enterprise competitiveness was developed. The practical value of the article lies in the possibility of using the proposed approaches and conclusions in the management systems of corporate organizations, especially in developing ethical standards, communication policies, marketing strategies, and mechanisms for increasing project effectiveness in a highly competitive environment.
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