Actual problems of innovative economy and law

Journal "Actual problems of innovative economy and law" is included in category B for specialties: in the field of knowledge "Management and administration": 073, 076 (order of the Ministry of Education and Science of Ukraine dated 23.08.2023 No. 1035) and 071, 072, 075 (order of the Ministry of Education and Science of Ukraine dated 12.20.2023 No. 1543); in the field of knowledge "Social and behavioral sciences" 051 (order of the Ministry of Education and Science of Ukraine dated August 23, 2023 No. 1035); in the field of knowledge "Law" - 081 and "Public management and administration" - 281 (order of the Ministry of Education and Science of Ukraine dated 12.20.2023 No. 1543).
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Modern approaches to managing production and sales activities of enterprises

# 37 161-163 Download/view the full text of the article

УДК: 338.45: 658.8

DOI: https://doi.org/10.36887/2524-0455-2025-5-37

Ostrikov Vadim,
PhD student, 
Odesa National University of Technology,
https://orcid.org/0000-0002-0929-8689
Zozulia Illia,
PhD student, Department of Marketing, Entrepreneurship and Trade,
Odesa National University of Technology,
https://orcid.org/0009-0006-7677-8566

The article examines the issue of modern approaches to managing production and sales activities of enterprises operating in the difficult conditions of the transformation of the Ukrainian economy, the globalization of markets, and increased competitive pressure. The author reveals the theoretical foundations of managing production and sales processes and shows their interdependence and importance for ensuring enterprise efficiency. Attention is paid to systemic, process, marketing, logistics, and digital innovation approaches, which, in modern conditions, serve as the conceptual basis for effective management decisions. The paper assesses the functioning of Ukrainian enterprises, analyzes the strengths of existing mechanisms, including orientation to consumer needs, development of new sales channels, and gradual digitalization of management processes. At the same time, several problems are identified, including insufficient integration between the production and sales subsystems, limited flexibility in management structures, limited use of modern information systems, and a focus primarily on short-term financial results. The article substantiates the feasibility of moving from the fragmented use of management tools to the development of integrated mechanisms that combine strategic planning, logistics solutions, marketing analytics, and digital technologies. It is shown that integration management models create opportunities to increase the efficiency of resource use, reduce costs, ensure adaptability, and form long-term competitive advantages. Directions for improving the management of production and sales activities are proposed, including the use of a single information space, increasing client interest, and adaptability to external environmental changes. The practical significance of the results lies in the possibility of using the developed approaches to improve the management systems of Ukrainian enterprises, thereby allowing them not only to increase the efficiency of their activities but also to more actively integrate into global production and sales chains.

Keywords: production and sales activities, enterprise management, modern approaches, integration mechanisms, strategic planning, competitiveness.

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The article was received 27.08.2025

Quote article, APA style

Ostrikov V. , Zozulia I. 27.08.2025. Modern approaches to managing production and sales activities of enterprises. Actual problems of innovative economy and law. 2025. №5. 161-163 pp. https://doi.org/10.36887/2524-0455-2025-5-37

Quote article, MLA style

Ostrikov V. , Zozulia I. Modern approaches to managing production and sales activities of enterprises. Actual problems of innovative economy and law. 27.08.2025. https://doi.org/10.36887/2524-0455-2025-5-37