Effective marketing of clusters: role, complexity and internal challenges for the development of the country and economy

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Abstract

The article emphasises the important role of marketing in improving cluster management and promoting their development. It shows significance of clusters in the processes of restoration and reconstruction of the national economy. The specifics and peculiarities of cluster management are determined, the expediency of improving the processes of cluster marketing management is  roved. The article reveals aspects related to the complexity of the system called a cluster, cluster marketing - the structure and allocation of internal marketing, as well as problems that should be solved using internal marketing in clusters. It is concluded that through the use of internal marketing, clusters can become key drivers of innovation and collective creativity, an effective association with a common strategy, goals, a single identity and culture, which generates the  development of leadership and management within  the cluster. The authors focus on the internal  marketing of cluster management as a means of  achieving the overall goals of sustainable economic  growth and competitiveness. The study identifies the  internal problems and challenges faced by cluster members and provides possible solutions using internal marketing in the cluster.

Author Biographies

  • Alla Kovalevska, Management and Administration Department, V. N. Karazin Kharkiv National University

    Associate Professor, PhD in Economics, Associate Professor
    of Management and Administration Department, V. N. Karazin Kharkiv
    National University

  • Kyrylo Balakleiets, Management and Administration Department, V. N. Karazin Kharkiv National University

    Postgraduate student of Management and Administration
    Department, V. N. Karazin Kharkiv National University