Marketing in the implementation of scale up projects
Year: 2024
Type: article
Abstract: The aim of the article. The aim of this article is to explore the theoretical and practical aspects of implementing scale up strategies in the context of the military-medical product market and to develop an integrated approach to their adaptation within the Ukrainian economy. To achieve this aim, the article analyzes the differences between the stages of innovative enterprise development, highlighting the specific features of business scaling and the realization of scale up projects. Approaches to defining the concept of a «scale up project» are systematized, with the authors offering their own interpretation of this term. Special attention is given to the role of holistic marketing in shaping scaling strategies, analyzing the main tracks of marketing strategies for scale up projects, and developing a structural-logical scheme for implementing marketing strategies with a detailed description of its elements. This research aims to bridge theoretical gaps and provide practical recommendations for the effective implementation of scale up strategies in the military-medical product sector. Analyses results. The research highlights the intricate processes involved in the implementation of scale-up strategies for companies operating in the military-medical product market. It becomes evident that the transition from initial operational stages to scalable growth requires a systematic approach integrating financial, production, and marketing elements. One of the key findings is the role of holistic marketing as a framework to unify various operational streams under a common strategic vision. The structural-logical model presented in this research underscores the importance of aligning financial planning, operational readiness, and market expansion to support sustainable development. It allows businesses to effectively respond to the demands of dynamic market conditions, ensuring both resource optimization and competitive positioning. The analysis also emphasizes the significance of customized approaches to scale-up strategies, particularly in industries with high sensitivity to innovation and regulatory requirements. For instance, the military-medical sector necessitates rigorous attention to production efficiency and customer-centric adjustments to meet the specific needs of healthcare providers and defense organizations. Finally, the study demonstrates that the successful execution of marketing strategies for scale-up projects heavily relies on clear preconditions for growth, strategic direction setting, and meticulous control mechanisms. By incorporating adaptive measures and leveraging innovative tools, companies can achieve a balance between operational efficiency and market responsiveness. Conclusions and directions for further research. The research of marketing strategies for the implementation of scale up projects has enabled the formulation of a systematic approach to their execution. It was identified that the successful realization of such projects is based on the integration of holistic marketing, which ensures consistency between strategic goals and operational measures. The developed structural-logical scheme for implementing marketing strategies facilitates comprehensive management of resources and processes necessary for scaling. The main stages of implementing marketing strategies include the assessment of growth prerequisites, identification of key development directions, strategy formulation, execution of marketing actions, and monitoring results. Each of these stages emphasizes the optimal use of financial, production, and market resources to achieve sustainable growth. The prospects for further research lie in improving approaches to adapting marketing strategies to the specificities of various industries, such as the military-medical product market. Moreover, the integration of digital analytical tools and the automation of marketing processes could ensure even greater efficiency in the implementation of scale up projects.
Authors: Oleksandr Zozulov, Artem Savchyk
Language: English
Subfield: Strategy and Management
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4409497947