Evolution of marketing approaches to public procurement management in the conditions of digitalization
Year: 2024
Type: article
Abstract: The aim of the article. The article explores the integration of marketing approaches into public procurement management, focusing on the evolution of marketing tools and their role in enhancing procurement efficiency. Analyses results. It highlights how marketing theories, such as the marketing mix (7P), competitive advantage theory, and relationship marketing, offer significant potential for improving transparency, accountability, and effectiveness in public procurement systems. By leveraging these concepts, procurement management can shift from traditional transactional methods to more relational approaches, fostering long-term partnerships with suppliers and promoting the stability and quality of goods and services delivered to the public sector. The research emphasizes the critical role of digital tools, particularly platforms like ProZorro, in transforming public procurement processes. ProZorro has demonstrated measurable improvements in transparency, reduced corruption risks, and enhanced competitiveness by enabling open access to tender information and fostering broader market participation. These advancements underscore the potential of digitalization to address systemic challenges in procurement management, including inefficiencies, high administrative burdens, and limited supplier engagement. One of the key findings of the study is the growing integration of sustainable development principles into public procurement practices. Environmental and social criteria are increasingly incorporated into procurement policies, reflecting a broader commitment to sustainability goals. For example, the adoption of "green procurement" initiatives encourages the selection of environmentally friendly products and suppliers who adhere to ethical labor standards. These strategies align procurement objectives with global sustainability agendas, ensuring that public resources are used responsibly to achieve long-term societal benefits. The article also underscores the importance of conducting thorough market research to better understand market dynamics, identify stakeholders’ needs, and anticipate future demands. Such research helps public procurement entities adapt their strategies to align more closely with actual public interests and avoid unnecessary or inefficient expenditures. By incorporating data-driven decision-making, procurement agencies can improve resource allocation and ensure that procurement outcomes meet both economic and social expectations. Moreover, the research highlights the critical need for minimizing bureaucracy and reducing opportunities for corruption through the digitalization of procurement processes. The use of technologies such as blockchain, artificial intelligence, and advanced analytics is identified as a key enabler for automating routine procurement tasks, ensuring transparency, and enhancing the accountability of all stakeholders involved. These tools also facilitate the efficient monitoring of procurement activities, enabling real-time audits and reducing procedural delays. Conclusions and directions for further research. The study concludes that integrating modern marketing approaches into public procurement contributes to more efficient resource management and the delivery of higher-quality public services. By aligning procurement practices with advanced marketing principles, public institutions can achieve greater operational transparency, foster innovation, and improve stakeholder trust. This transformation not only optimizes public spending but also enhances the overall effectiveness of public procurement systems in meeting societal needs. In summary, the research presents a comprehensive framework for improving public procurement by integrating marketing approaches, emphasizing digital transformation, sustainability, and relationship-oriented strategies. Future studies are encouraged to explore the development of methodologies for assessing the impact of marketing innovations on procurement performance and to examine the scalability of these practices across diverse economic and regulatory contexts.
Author: Oleksii Postnikov
Institution: National Defence University of Ukraine
Language: English
Subfield: Strategy and Management
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4409497527