2408-9346Research result. Business and Service Technologies2408-934610.18413/2408-9346-2024-10-3-0-73554INTERDISCIPLINARY RESEARCH IN THE FIELD OF BUSINESSConducting a marketing audit in an innovative company: methodology and metricsConducting a marketing audit in an innovative company: methodology and metricsGoldybaevDmitry I.GoldybaevDmitry I.SuvorovaTatiana V.SuvorovaTatiana V.202410300

In today's complex digital business world, almost every company understands the importance of introducing innovations in the process of operation. At the same time, the issues of diagnosing and assessing the results of the chosen innovative path using a marketing audit remain relevant for the reason that there is simply no ready-made template or algorithm for conducting a marketing audit of a company. The problem is the ambiguous definition of a set of indicators for the marketing audit procedure. The purpose of the work was to determine the importance of conducting a marketing audit in the process of managing an innovative company using the algorithm and metrics of a marketing audit. The methodological basis of the study was a review of scientific works of Russian and foreign authors on the issues of conducting marketing audits and an analysis of the operating features of companies involved in the development and implementation of innovations. The specific features of managing an innovative company were identified, and the methodological and methodological problems of conducting a marketing audit of an innovative company were identified. The results of the study showed that the approaches existing in foreign and domestic literature that describe the process and mechanics of conducting a marketing audit are fragmentary. The work proposed its own algorithm for conducting a marketing audit, and identified a set of additional quantitative indicators (metrics) for a more complete and comprehensive procedure for conducting a marketing audit for managing the innovative activities of a company operating in conditions of uncertainty, risks and competition. The article substantiated the importance and relevance of introducing a marketing audit algorithm. The results of the study can be used by innovative companies when conducting a marketing audit procedure.

In today's complex digital business world, almost every company understands the importance of introducing innovations in the process of operation. At the same time, the issues of diagnosing and assessing the results of the chosen innovative path using a marketing audit remain relevant for the reason that there is simply no ready-made template or algorithm for conducting a marketing audit of a company. The problem is the ambiguous definition of a set of indicators for the marketing audit procedure. The purpose of the work was to determine the importance of conducting a marketing audit in the process of managing an innovative company using the algorithm and metrics of a marketing audit. The methodological basis of the study was a review of scientific works of Russian and foreign authors on the issues of conducting marketing audits and an analysis of the operating features of companies involved in the development and implementation of innovations. The specific features of managing an innovative company were identified, and the methodological and methodological problems of conducting a marketing audit of an innovative company were identified. The results of the study showed that the approaches existing in foreign and domestic literature that describe the process and mechanics of conducting a marketing audit are fragmentary. The work proposed its own algorithm for conducting a marketing audit, and identified a set of additional quantitative indicators (metrics) for a more complete and comprehensive procedure for conducting a marketing audit for managing the innovative activities of a company operating in conditions of uncertainty, risks and competition. The article substantiated the importance and relevance of introducing a marketing audit algorithm. The results of the study can be used by innovative companies when conducting a marketing audit procedure.

marketing auditcontrolinnovation activitymarketing audit metricsspecificityproblemsmarketing audit algorithmmarketing auditcontrolinnovation activitymarketing audit metricsspecificityproblemsmarketing audit algorithmСписок литературыCancino, Y., Palacios, J. and Manjarrez, C.r (2019), “Marketing audit model oriented to the traceability of the objectives and strategies – modelo para la auditoría de marketing orientado a la trazabilidad de los objetivos y estrategias”, Aglala, Vol. 10 (1),  pp. 1–22. DOI:10.22519/22157360.1180.Chen, J., Viardot, E., and Brem, A. (2019), The Routledge companion to innovation management, Routledge, pp. 3–15. DOI:10.4324/9781315276670-1.Dranev, Y., Ochirova, E., Harms, R. and Miriakov, M. (2023), “Assessment of Interorganizational Technology Transfer Efficiency”, Foresight and STI Governance 17 (3), pp. 20–31. DOI: 10.17323/2500-2597.2023.3.20.31.Gumerov, E.A. (2022), "Sistemniy analiz organizatsii marketingovoy deyatelnosti v konkurentnoy srede" ["System analysis of the organization of marketing activities in a competitive environment"], Sovremennaya konkurentsiya [Modern competition], 16, 5(89), pp. 84-98.  DOI 10.37791/2687-0657-2022-16-5-84-98. (in Russ.).Ivanov, D. S., Kuzyk, M. G. and Simachev Yu. V. (2012), "Stimulirovaniye innovatsionnoy deyatelnosti rossiyskikh proizvodstvennykh kompaniy: vozmozhnosti i ogranicheniya" ["Stimulating innovative activities of Russian manufacturing companies: opportunities and limitations"], Forsayt [Foresight], 6 (2), pp. 18-42. (in Russ.).Kostrova, Yu. B. and Shibarshina, O. Yu. (2020), "Model upravleniya innovatsionnoy deyatelnostyu kompanii: strategicheskiy podkhod" ["Model for managing the company's innovative activities: a strategic approach"], Vestnik Moskovskogo universiteta imeni S. Vitte, Seriya 1: Ekonomika i menedzhment [Bulletin of S. Witte Moscow University. Series 1: Economics and management], 2 (33), pp. 29-37.  (in Russ.).Maksimenko, L. S., Godina, O. V. and Tatasheva, E. V. (2017), "Innovatsionnyye aspekty razrabotki instrumentalnogo soderzhaniya marketingovogo audita roznichnoy torgovli" ["Innovative aspects of the development of instrumental content of marketing audit of retail trade"], Kant [Kant], 2 (23), pp. 184-188.  (in Russ.).Petrova, A. T. and Pokivailova, E. A. (2012), "Metodologicheskiye aspekty provedeniya strategicheskogo audita kak uslugi" ["Methodological aspects of conducting strategic audit as a service"], Problemy sovremennoy ekonomiki [Problems of modern economics], 4, pp. 385-389.  (in Russ.).Rodionov, D. G. (2016), "Razrabotka modeli adaptivnogo upravleniya innovatsionnoy deyatelnostyu predpriyatiya" ["Development of a model for adaptive management of innovative activities of an enterprise"], Globalnyy nauchnyy potentsial [Global scientific potential], 9 (66), pp. 84-92.  (in Russ.).Shegurova, V. P. and Zasimova, A. V. (2018), "Audit innovatsionnoy deyatelnosti" ["Audit of innovative activities"], Vestnik Povolzhskogo universiteta im. V.N. Tatishcheva [Bulletin of V.N. Tatishchev Volga University.], 2 (1), pp. 110-117. (in Russ.).Shkardun, V.D. (2002), "Marketingoviy audit kak neotiemlemaya chast marketingovoy deyatelnosti kompanii ["Marketing audit as an integral part of the marketing activities of the company"], Marketing i marketingovyye issledovaniya v Rossii [Marketing and marketing research in Russia], 4, pp. 39-47. (In Russ.).Shkardun, V.D. (2003), "Instrumenty marketingovogo audita. Otsenka vneshney sredy" ["Marketing audit tools. Assessment of the external environment"], Marketing i marketingovyye issledovaniya [Marketing and marketing research], 4, pp. 41-53.  (in Russ.).Shkardun, V.D. (2003), "Obiekty marketingovogo audita" ["Objects of marketing audit"], Marketing i marketingovyye issledovaniya [Marketing and marketing research], 1, pp. 13-22.  (in Russ.).Suvorova, T. V. (2023), "Marketingovyye instrumenty analiza konkurentnoy sredy i ikh prakticheskoye ispolzovaniye" ["Marketing tools for analyzing the competitive environment and its practical use"], T. V. Suvorova, I. S. Baranov, Vestnik Altayskoy akademii ekonomiki i prava [Bulletin of the Altai Academy of Economics and Law], 9, pp. 116-123. DOI 10.17513/vaael.2982. (in Russ.).Taghian, M. and Shaw, R. (1998), “The marketing audit and business performance: a review and research agenda”, Proceedings of the Australian and New Zealand Marketing Academy Conference, University of Otago, pp. 2557–2571.Tidd, J. (2001), “Innovation management in context: environment, organization and performance”, International journal of management reviews, 3 (3), pp. 169-83. DOI:10.1111/1468-2370.00062.Tidd, J. and Bessant, J. (2011), Managing innovation: Integrating technological, market and organizational change, Hoboken, NJ: John Wiley & Sons.Turekhanova, A. O. and Smykova, M. R. (2023), "Marketingovyy audit i yego vliyaniye na malyy biznes v Kazakhstane" ["Marketing audit and its impact on small businesses in Kazakhstan"], Central Asian Economic Review, 6, pp. 7-20. (in Russ.).Tyurin, D. V. (2012), "Marketingovyy audit v rossiyskikh kompaniyakh: vidy, formy i metody provedeniya ["Marketing audit in Russian companies: types, forms and methods of implementation], Menedzhment segodnya [Management today], 1, pp. 12-26. (in Russ.).Vasyaycheva, V. A. Vasyaycheva, V. A. and Gerasimov, B. N. (2018), “Razvitiye protsessa innovatsionnoy deyatelnosti predpriyatiya’’ [“Development of the process of innovative activity of an enterprise’’], Vestnik Samarskogo gosudarstvennogo ekonomicheskogo universiteta [Bulletin of the Samara State Economic University], 10 (168), pp. 69-76. (in Russ.).Wilson, A. (1993), Marketing Audit Checklist: A Guide to Effective Marketing Resource Realization, 2nd Edition, by Wilson Aubrey, London, McGraw Hill.Wilson, A. (2002), The Marketing Audit Handbook: Tools, Techniques and Checklists to Exploit Your Marketing Resource, by Wilson Aubrey, Kogan Page.Wilson, O. (2004), Marketing audit: Practical tools for monitoring marketing effectiveness, Per. from English O.V. Warm, Dnepropetrovsk, Ed. Balance Club (In Russ.).Yong-Seok, K., Jinwon, K. (2022), "Prioritizatsiya innovatsiy: podkhody i kriterii" ["Prioritizing innovation: approaches and criteria"], Forsayt [Foresight], 16 (3), pp. 6-16.  (in Russ.).