The role of marketing research in the formation an enterprise’s production program
Journal: Entrepreneur’s Guide
Year: 2025

The article discusses the issues of forming an enterprise’s production program. Against the backdrop of the constant intensification of global competition and the increasing volatility of commodity markets, the relevance of this study is justified by the need to transform the management paradigm of capital–intensive industrial companies. The traditional operation–oriented approach, focused on internal optimization, demonstrates critical inflexibility, which is particularly dangerous for industri