DIGITAL ENTERPRISE MANAGEMENT UNDER GEOPOLITICAL FRAGMENTATION: MARKETING 5.0 AND THE CHOICE OF A TERRITORIAL DEVELOPMENT PLATFORM
TL;DR
An approach to digital enterprise management in which the territorial development platform is considered as a component of the strategic management system, while Marketing 5.0 is viewed as a tool for selecting relevant external factors for choosing a jurisdiction, digital infrastructure, market, and scaling environment is substantiated.
Abstract
The purpose of the article is to substantiate an approach to digital enterprise management in which the territorial development platform is considered as a component of the strategic management system, while Marketing 5.0 is viewed as a tool for selecting relevant external factors for choosing a jurisdiction, digital infrastructure, market, and scaling environment. The theoretical and methodological basis of the study consists of modern concepts of enterprise digital transformation, territorial branding, digital governance, cybersecurity risk management, and the construction of composite indicators. The study applies the methods of analysis and synthesis, comparative analysis, scientific abstraction, min–max normalization, and linear aggregation. To ensure the evidential validity of the methodology, open international indicators with comparable values for Ukraine, Poland, Estonia, the United States, and the UAE were used. The interpretation of Marketing 5.0 as a subsystem of digital enterprise management is substantiated. This subsystem ensures the selection of relevant external factors and the early choice of a territorial development platform. An integral index of territorial suitability was constructed on the basis of the ICT Development Index, the E-Government Development Index, and the Global Innovation Index. The calculation showed that, within the selected group of countries, Estonia, the United States, and the UAE have the highest values, while Ukraine demonstrates the lowest integral indicator, but not the lowest export of digital services, which indicates the existence of unrealized potential. The approach to digital enterprise management has been developed by including the category of the territorial development platform and by substantiating the role of Marketing 5.0 as a mechanism for selecting relevant external factors. A compact, reproducible, and verifiable index of territorial suitability has been proposed. The results can be used to choose a jurisdiction, office presence, sales platform, digital infrastructure, innovation environment, and configuration for the international scaling of Ukrainian digital enterprises.