MARKETING MANAGEMENT OF QUALITY BASED ON INDUSTRIAL AND MANUFACTURING ENGINEERING OF PROJECT ACTIVITIES: SOCIAL ENTREPRENEURSHIP VS. TECHNOLOGICAL ENTREPRENEURSHIP


Zhanna V. Gornostaeva, Yulia S. Chernysheva

Abstract: The purpose of this paper is to substantiate the advantages and to develop applied recommendations for marketing management of quality based on industrial and manufacturing engineering of project activities, in view of the specifics in social and technological entrepreneurship. Originality and novelty of the research are due to its following competitive advantages as compared to the existing published works. Firstly, the essence of quality management based on industrial and manufacturing engineering of project activities in the unity of social and technical criteria of quality is specified. Secondly, the specifics of the COVID-19 are determined, and the recommendations and qualitative landmarks for quality management for the purpose of economic crisis management are offered. Thirdly, the advantages are substantiated, and perspectives of marketing quality management for its systemic increase in view of all modern criteria are determined. Fourthly, the corresponding recommendations for managing products' quality separately for social and technological entrepreneurship are offered. The contribution of this paper to development of the theory and practice of quality management consists in development of marketing tools of quality management, substantiation of differences between quality management in social and technological entrepreneurship, consideration of influence of the COVID-19 crisis on quality, and development of the framework foundations for preventing the reduction of quality.

Keywords: Quality; Marketing Management; Quality Management; Project Activities; Entrepreneurship; Social Entrepreneurship; Technological Entrepreneurship; Industrial and Manufacturing Engineering

DOI: 10.24874/IJQR16.01-04

Recieved: 03.06.2021  Accepted: 25.10.2021  UDC: 005.6

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