FINANCIAL MARKETING OF CLUSTER RESOURCE SAVING STARTUP PROJECTS IN CHANGE MANAGEMENT

Abstract

The scientific article identifies key theoretical and applied aspects of financial marketing of startup projects on cluster resource conservation in conditions of change management and a dynamic environment. The attention is focused on the theoretical essence of startup projects in the system of an innovative environment in conditions of high dynamism and resource constraints. The main aspects of financial marketing in the direction of additional hybrid investment sources, hedging of financial risks, venture storytelling, etc. are substantiated. The object of practical research was Astra-Kyiv LLC, which is built into an agrocluster that is large-scale and integrated into the national economic system. The authors implemented a complex study of investment sustainability, resource potential, marketing activities, financial stability, liquidity, profitability, business activity, etc. Economic and mathematical modeling was carried out using a system of regression equations, which allowed for an in-depth analysis and assessment of the relationship between income and marketing costs using the autonomy coefficient toolkit. The results obtained showed a positive relationship between the effective development of the enterprise and an effective financial marketing system, which supports competitiveness, financial stability, liquidity and financial autonomy in the future, especially in conditions of uncertainty.