Economic Analysis: Theory and Practice
 

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Researching the practice of strategic management in the marketing activity of regional companies

Vol. 18, Iss. 2, FEBRUARY 2019

Received: 14 November 2018

Received in revised form: 5 December 2018

Accepted: 19 December 2018

Available online: 28 February 2019

Subject Heading: MANAGERIAL ANALYSIS

JEL Classification: A12, D01, D21, D22

Pages: 368–383

https://doi.org/10.24891/ea.18.2.368

Kostetskii A.N. Kuban State University (KubSU), Krasnodar, Russian Federation
kostetsky_andrey@mail.ru

ORCID id: not available

Chekashkina N.R. Kuban State University (KubSU), Krasnodar, Russian Federation
chenaro@yandex.ru

ORCID id: not available

Subject Strategic management is a key to successful company development. The choice of the development vector depends directly on the decision-making process and many factors influencing it. Strategic analytics of company's marketing position, analysis of macro and micro indicators in economic, political, technological and sociological areas remained secondary in solving routine problems, heading the business to wobbling from the point of view of strategic marketing management. Many companies focused exclusively on the nearest competitive environment, following the leader, but did not take into account macroeconomic indicators in the country and in the international market.
Objectives The purpose of the study is to conduct a descriptive research of strategic planning process, its essence and significance for the managerial staff of the company.
Methods The paper rests on general scientific methods of research.
Results We show the role of strategic management process and the attitude of business towards strategic planning. In particular, we compare the applied strategic management practices with theoretical concepts and approaches to management process determination, such as an evolutionary approach to strategic management.
Conclusions The paper confirms the hypothesis about business relation to strategy as an intuitive tool, supported by experience and authority. This testifies to insufficient level of qualification of the managing personnel in the sphere of marketing management, manifestation of confidence in own intuition and experience, and concentration on solving tactical problems.

Keywords: strategy, strategic development, marketing, management

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