Use of Marketing Dynamic Capabilities in the Process of Diversification of Enterprises of the Military-Industrial Complex

Abstract

The paper considers the urgency of development of marketing dynamic capabilities of enterprises of the military-industrial complex in terms of diversification as a source of uncopyable competitive advantages under conditions of dynamic external environment during the transition to production of civil and dual-purpose items. The analysis of the theoretical content of dynamic capabilities of enterprises is presented, the structure of the marketing dynamic potential is substantiated, and the relationship of diversification and marketing of the dynamic potential of the enterprise is investigated. The role of marketing dynamic potential is studied within formation of the strategic nature of economic activities of the enterprise, its flexibility, mobility, adaptability, its capitalization increment and investment attractiveness. Two main groups are allocated, that constitute the resources of the dynamic potential represented by tangible and intangible assets. Basic dynamic capabilities are determined at the levels of operational, tactical and strategic marketing activities of enterprises of the military-industrial complex: the ability to create and use channels of marketing communications; the ability to create and provide the channels of product distribution; continuous segmentation; positioning; ability to develop marketing strategies and policies work on markets; development of new products (to modify existing), to form partnerships, integrate into the business network; create and manage brands; create an enterprise strategy; align the interests of stakeholders; form the investment attractiveness of business. The relationship between dynamic capabilities and resources of marketing activities is revealed.