Methodological Toolkit for Developing a Strategy of Digital Transformation of Marketing Support for Industrial Enterprises’ Competitiveness

Abstract

Abstract: Purpose. The article aims to substantiate the theoretical and methodological toolkit for developing a strategy of marketing potential enhancement to ensure the competitiveness of industrial enterprises under the influence of digital technologies. The relevance of the study arises from the growing role of digital transformation in Industry 4.0, where marketing potential becomes a strategic driver of sustainable competitive advantages. Methods. The research applies a systemic approach to integrate resource-based, competence-based, and process-oriented perspectives on marketing potential; structural-logical analysis to clarify the categorical framework; comparative analysis to identify global and domestic trends in digital transformation of marketing processes; and graphical modeling to visualize key results. Results. It is determined that marketing potential in the digital economy represents a dynamic integrated system of resources, competences, and organizational capabilities which, in combination with digital technologies, provide enterprises with the ability to create and sustain competitive advantages. The concept of “marketing support potential for enterprise competitiveness” has been improved by combining systemic and competence-based approaches, emphasizing the role of human capital, digital tools, and innovations. A set of principles (digital coherence, adaptability, iteration, innovativeness, and synergy) has been proposed to form the methodological basis of the strategy for marketing potential development. The study proves that effective utilization of marketing potential creates prerequisites for strengthening industrial enterprises’ market resilience, fostering their digital adaptation, and generating consumer value. Conclusions. The developed theoretical and methodological toolkit for forming a strategy to enhance the marketing support potential of industrial enterprises reflects the systemic integration of resources, competences, and digital technologies. Its implementation enables the creation of long-term competitive advantages, the improvement of marketing efficiency, the acceleration of digital transformation, and the achievement of sustainable development in a dynamic market environment. Keywords: potential, marketing support, competitiveness, industrial enterprise, digital technologies, development strategy, digital transformation.