The aim of the article. The aim of the article is to substantiate the ways of increasing the enterprise investment attractiveness in terms of socially oriented marketing. The results of the analysis. In modern conditions of economic globalization domestic enterprises need to introduce a set of measures for growth in volumes of investments. One way to increase the investment attractiveness of the company is the use of a socially oriented marketing concept, which is a tool for creating social competitive advantages, and raises the issue of the protection of society and consumers from intrusive marketing and unscrupulous manufacturers, including foreign ones, which displace domestic producers.In this study the concept of socially oriented marketing is considered within the institutional theory, which provides that accounting the interests of the various institutions (government, regional authorities, local and foreign investors, owners, managers, financial institutions, company personnel, suppliers of material resources and services, consumer products etc.) at the implementation of investment activity promotes the enterprise investment attractiveness formation, as well as increases the effectiveness of socially oriented marketing processes at the enterprise. The level of the enterprise investment attractiveness is determined by the degree of balance between the interests of such investment process subjects as owners of the company, investors and the government (as the guarantor of the society interests as a whole), as well as consumers of products, etc. The effective implementation of the socially oriented marketing concept increases the degree of interests convergence of the institutions involved in the investment process. Within analogy of the investment project (invested enterprise) to commodity and submission of the enterprise’s investment activity to the concept of socially oriented marketing enterprise investment attractiveness is estimated on the basis of institutions’ interests balance. From the perspective of proposed approach enterprise investment attractiveness represents a qualitative characteristic of the enterprise which allows attracting investments. And the higher is the level of the enterprise qualitative development, the more attractive it is for the consumers. The greater is the degree of the institutions’ interests balance, the more effective is the socially oriented marketing implementation. And conversely, successful socially oriented marketing actions raise institutions’ interests balance and the quality of the enterprise as a commodity. The interests’ satisfaction degree of institutions involved in the investment process is analyzed and those, which are more influenced by the imbalance, are allocated to increase the enterprise investment attractiveness in terms of socially oriented marketing. The set of measures to increase the degree of the institutions’ interests balance, that will enhance the effectiveness of socially oriented marketing and the enterprise investment attractiveness, is proposed. Calculations (on the example of the food industry enterprise’s economic activity) indicate the adequacy of the proposed approach to the analysis and increase of the enterprise investment attractiveness in terms of socially oriented marketing and the possibility of its practical application. The developed methodology is fully formalized and allows allocating institutions, which influence the imbalance of interests, using the financial statements of the company and other information in open access. Conclusions and directions of further researches. The analytical tools and complex of measures to increase the enterprise investment attractiveness in terms of socially oriented marketing are offered. Further studies may be carried out in the direction of a more complete interests detailing of institutions involved in the investment process, which will expand the range of possible socially oriented marketing activities at the invested company.
Keywords: investment attractiveness, socially oriented marketing, enterprise, interests balance, institutions
JEL Classification: M14, M30, L21.
Cite as: Kovalenko N. & Markhaichuk, M. (2013). Increasing the enterprise investment attractiveness in terms of socially oriented marketing. Marketing and Management of Innovations, 4, 42-51. https://doi.org/10.21272/mmi.2013.4-04