MARKETING COMMODITY POLICY AS A STRATEGIC TOOL FOR CREATING COMPETITIVE ADVANTAGES IN MODERN MARKETS
DOI:
https://doi.org/10.32782/city-development.2026.1-25Keywords:
marketing, product policy, competitive advantages, integrated model, personalisation, digital transformation, communications, promotion, integrated approachAbstract
The article is devoted to a comprehensive study of marketing commodity policy as a strategic tool for forming and maintaining sustainable competitive advantages of enterprises in the contemporary market environment, which is characterized by intense globalization, accelerated digital transformation, fundamental shifts in consumer expectations, and escalating competitive pressure across industries. It is substantiated that traditional competitiveness factors - primarily price, product quality, and basic functional characteristics - are no longer sufficient to guarantee long-term market positions amid rapid changes in consumer behavior, rising demands for authenticity, and the increasing role of non-price differentiation. The central competitive advantage now lies in the enterprise’s ability to systematically create unique product value by integrating classical elements of commodity policy with the most relevant modern trends: hyper-personalization driven by artificial intelligence, full digital transparency throughout the supply chain, strict adherence to sustainability principles and uncompromising business ethics. The scientific novelty of the research consists in the development of a conceptually new integrated model of marketing commodity policy. This model holistically unites tangible competitiveness factors (functional attributes, structured assortment, value-based pricing mechanisms) with intangible ones (brand equity, ethical reputation, ecological footprint, emotional consumer engagement, seamless digital customer journey). It explicitly incorporates the dual impact of globalization and digital transformations, while remaining firmly oriented toward current and emerging consumer trends-demand for authenticity, ecological accountability, ethical production, and deeply individualized experiences. The proposed model is structured as a cyclical six-stage process designed for continuous adaptation and proactive value creation: market and consumer analysis; product range differentiation; tiered pricing strategy; digital marketing and transparency; personalization and innovation; sustainability and ethics.
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