Managing a Structural Modernization of the Regional Industrial Complex

Shchepakin, Mikhail; Khandamova, Eva; Gubin, Viktor; Oganesyan, Tigran

Purpose: The purpose of the study is to develop to manage the structural modernization of the regional industrial complex by activating the deflator of marketing behavior optimism. Design/Methodology/Approach: During the study, we have employed the methods of theoretical knowledge such as formalization and the hypothetical-deductive method, general-logic methods (analysis and synthesis, induction and deduction, comparison, generalization, integrated approach, simulation). As for the specific-scientific methods, we have used categorial analysis, factor analysis, semantic analysis and the method of expert assessment. Uniqueness/Value: It is proposed to use a “deflator of marketing behavior optimism” of a manufacturing enterprise in its marketing communication space (MCS) as a tool to manage modernization in the regional industrial complex. Using the value of the marketing behavior optimism index, we will be able to assess the state (quality, nature, scale, importance, etc.) of enterprise’s communications aimed at smart marketing behavior to increase the competitiveness of business enterprises and provide for the efficient restructuring of the regional industrial complex.