THE MARKETING APPROACH TO MANAGING THE QUALITY OF COMPANY'S PRODUCTS BASED ON INDUSTRIAL AND MANUFACTURING ENGINEERING IN THE CONDITIONS OF TRANSNATIONAL CAPITAL TRANSFORMATION

Anastasiya A. Sozinova, Elena A. Lysova

Abstract: The purpose of this paper is to develop the marketing approach to managing the quality of a company's products based on industrial and manufacturing engineering in the conditions of transnational capital transformation, which takes into account the specifics of developed and developing countries. Originality and novelty of this research consist in its studying the new approach to management of a company's products' quality based on industrial and manufacturing engineering and the process of its formation in the conditions of transnational capital transformation at the theoretical level of economics and determining the perspectives and offering the recommendations for stimulation of the successful transition and practical application of the new approach with the help of marketing. The developed marketing approach to management of a company's products' quality based on industrial and manufacturing engineering will allow developing and transition economies to successfully adapt to the conditions of transnational capital transformation and to obtain advantages from these conditions due to attraction of foreign direct investment, the fullest (by means of quality) satisfaction of domestic demand, acceleration of innovative development of entrepreneurship and transnational corporations, and obtaining of sustainable strategic competitive advantages by means of digitalization based on industrial and manufacturing engineering.

Keywords: Quality; Marketing; Quality Management; Transformation of Transnational Capital; Digitalization; Industrial and Manufacturing Engineering

DOI: 10.24874/IJQR15.04-05

Recieved: 11.09.2020  Accepted: 28.01.2021  UDC: 005.336.3

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