The Marketing Contour of Technological Competencies

Abstract

This article discusses the process of creating a marketing model based on the definition of key areas of activity (market/product portfolio, production/technology, investments, competencies, strategy). The problems of joint value creation economy of cooperation and the acquisition of co-creation experience are presented, which leads to the creation of a multifactorial marketing model with transparency and versatility.The development of the high-tech sector of the economy is analyzed on the basis of key competencies, which determines the directions of innovation development and creates conditions for the integration of higher education and industry. The creation and functioning of business ecosystems determines the conditions for the interaction of industrial companies in order to design, manufacture and improve the product.Methods. The mobility of high-tech business in the digital environment requires generalization of the best marketing practices, integration of marketing and technological competencies, which contributes to the construction of a marketing contour of technological competencies.Results. The development of the business ecosystem forms a model of positional behavior (founder, niche player, physical dominant). Digital technologies accelerate the processes related to modeling and management decision-making related to the innovative development of industrial business, two possible directions of development: the preservation of partnership and the destruction of partnership.Conclusions. The marketing contour of technological competencies ensures the integrity of marketing activities, the logical relationship between the circulation of marketing resources and marketing business processes. The flexibility of the marketing contour of technological competencies ensures the functioning of processes related marketing strategies, which can be used to carry out marketing forecasting of industrial activities.