An approach to form innovative marketing strategies to provide ecological safety from environmental point of view, is developed. The goal of the article is to investigate innovative marketing strategies to provide ecological safety at regional and global levels. For its solution the following tasks are set: to investigate an approach to form innovative marketing strategies of ecological safety provision based on ecological safety rate index evaluation; to develop marketing tools to provide ecological safety at regional and global levels. Results. It is suggested to define the concept of innovative marketing strategy to provide ecological safety. It is proposed to be understood as establishment of the urgent ecological and economic objectives and directions of activity, optimal marketing tools selection, based on innovative approaches to run international activity, and their introduction to provide ecological safety under globalization conditions. Depending on ecological orientation, innovative marketing strategies to provide ecological safety, are suggested to be considered taking into account a negative impact on the environment, and improvement of the environment by means of funds to compensate its impact in the production; increase of the enterprise’s production ecological compatibility through innovative technique, technologies and achievements in the scientific and technical progress sphere; growth of the production ecological compatibility through using of tools as positive motivation and negative ecologization of consumer’s behavior. The approach to choose innovative marketing strategies to provide ecological safety at regional and global levels, based on ecological safety evaluation level, is suggested. The following levels of the ecological safety are distinguished: І level – level of natural safety, which points at the fact that all constituents of the index are located at the sufficient level; ІІ levels – level of the fixed-ratio safety, which points at the fact that one of the ecological safety estimation index constituents is located at the insufficient level, speed of the reactivation processes is high or is equal to the manmade breakings; ІІІ level – level of crisis safety, which points at the fact that two of ecological safety level estimation index are located at the insufficient level; ІV level – level of critical safety, which points at the fact that three of ecological safety level estimation indices are located at the insufficient level; V level – level of catastrophic safety. Level of the ecological safety is insufficient simultaneously by four constituents; VІ level – loss of the biological effectiveness in the region. І-ІІ levels of ecological safety provide ideal conditions of human functioning, reconstruction and development, ІІІ-ІV levels place under threat future generations’ functioning, regeneration and development, V level – of current and future generations, VІ – leads to human and other biological species death. Within every strategy, there are marketing tools (table 1), introduction of which can be complex or top-priority, owing to the economic system resource provision and expected indices of the economic system development. Conclusions and perspectives for further studies. Thus, the developed theoretical and methodic approach to choose and use innovative marketing strategies to provide sufficient rate of the ecological safety at the regional and global levels, foresees the following actions: reduction of the negative impact on environment; increase of the production ecological compatibility through using of tools, both by positive and negative motivation; consumer’s behavior ecologization. Theoretical and methodic approach to choose marketing tools to provide ecological safety is proposed. It is carried out within the previously selected marketing strategies to provide ecological safety, based on element-by-element analysis of the ecological safety constituents. Introduction of these tools can be complex or top-priority, owing to the resource provision of the economic system and expected indices of the economic system development. The mechanism to provide ecological safety at regional and global levels is expected to be formed in further scientific research.
Keywords: ecological safety, innovative marketing strategies, evaluation of the ecological safety, marketing tools
JEL Classification: Q15, H10, P41.
Cite as: Domashenko, M., Shkola, V., Kuchmiyov A. & Kotenko, O. (2017). Innovative marketing strategies to provide ecological safety at regional and global levels. Marketing and Management of Innovations, 4, 367-373. https://doi.org/10.21272/mmi.2017.4-33
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