Mechanisms for adapting reflexive management of marketing activities of IT product retail enterprises within global digital ecosystems

Abstract

The digital transformation of the global market environment is driving significant changes in the operations of IT product retail enterprises. The emergence of global digital ecosystems, the platformization of distribution channels, algorithmic regulation of consumer access, and the growing role of data are transforming the nature of marketing processes and increasing uncertainty in managerial decision-making.

The purpose of the study is to develop conceptual and applied foundations for the formation of adaptation mechanisms of reflexive management of marketing activities of IT product retail enterprises within global digital ecosystems. The research employs a systemic approach, structural and functional analysis, methods of classification and typologization of influencing factors, modeling of managerial processes, and logical-analytical generalization, ensuring the integrity and consistency of the scientific inquiry.

A conceptual model of reflexive management of marketing activities has been developed, integrating the micro-level of the enterprise, the platform interaction contour, and the ecosystem environment. Adaptation factors are systematized into ecosystem, technological, platform, behavioral, and institutional groups, taking into account the nature of their impact and the level of uncertainty. A cyclical adaptation mechanism is proposed, based on continuous monitoring of the digital environment, analytical interpretation of data, reflexive adjustment of marketing decisions, and subsequent performance evaluation, ensuring the integration of strategic and operational dimensions of management.

It is proven that integrating a reflective approach into the marketing management system increases the flexibility, adaptability, and strategic sustainability of IT retail enterprises in global digital ecosystems. The proposed model lays the foundation for the practical implementation of adaptation mechanisms, expands the theoretical and methodological foundations of reflective management, and provides a basis for further empirical research in digital marketing management.