SYNERGY OF FINANCIAL, OPERATIONAL AND MARKETING MANAGEMENT AS A FACTOR OF COMPETITIVENESS OF IT COMPANIES IN THE CONDITIONS OF DIGITAL ECONOMY

Authors

  • Kateryna Koliedina сand.sc.(econ.), associate professor at the department of management in information technologies, Vasyl Stefanyk Carpathian National University, Ivano-Frankivsk
  • Mykhailo Matsola сand.sc.(econ.), assoc. prof., head at the department of management in information technologies, Vasyl Stefanyk Carpathian National University, Ivano-Frankivsk
  • Nataliia Kaziuka сand.sc.(econ.), assoc. prof., associate professor at the department of management in information technologies, Vasyl Stefanyk Carpathian National University, Ivano-Frankivsk

DOI:

https://doi.org/10.37332/

Keywords:

financial management in IT, operations management, marketing, finance in IT, economics in IT, project management, leadership, strategic management, making management decisions, information technology, digitalization

Abstract

Koliedina K.O., Matsola M.M., Kaziuka N.P. SYNERGY OF FINANCIAL, OPERATIONAL AND MARKETING MANAGEMENT AS A FACTOR OF COMPETITIVENESS OF IT COMPANIES IN THE CONDITIONS OF DIGITAL ECONOMY

Purpose. The aim of this article is to form an effective management system for an IT company through the synergy of financial, operational, and marketing management, taking into account the challenges and opportunities of the digital economy.

Methodology of research. The study employs a combination of general scientific and specialized research methods: in particular, the systems analysis method was used to generalize theoretical approaches to financial, operational, and marketing management in IT companies; comparative analysis and scientific generalization were applied to research modern approaches to the digital transformation of financial, operational, and marketing management systems; statistical and analytical methods were employed to assess trends in the export of IT services in Ukraine; the method of logical generalization was used to formulate conclusions and practical recommendations for establishing an effective management system for IT companies.

Findings. The role of IT companies as key players in the digital economy has been substantiated. It has been established that securing the competitiveness of an IT company requires the forming of an effective system of financial, operational, and marketing management. The key directions for the digital transformation of financial management have been formulated and the priorities for its development in the digital era. It is determined the digital transformation of operational management of IT-company should encompass technological, organizational, process-oriented, and strategic dimensions of business activities, while marketing management should focus on forming an effective product policy, strengthening customer orientation, and ensuring long-term market adaptability.

Originality. The study improves the approach to IT company management by forming an effective management system based on the synergy of financial, operational, and marketing management of company. This approach enables to secure the comprehensive resource management, business process optimization, enhanced managerial decision-making, and to create the additional value for customers.

Practical value. The practical outcome of the study is the forming of a system of key performance indicators for IT company management that integrates financial, operational, marketing, and digital indicators, enabling a comprehensive assessment of the effectiveness of digital transformation and the level of company competitiveness.

Key words: financial management in IT; operations management; marketing; finance in IT; economics in IT; project management; leadership; strategic management; making management decisions; information technology; digitalization.

 

References

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Published

2026-08-28

Issue

No. 3 (2026): INNOVATIVE ECONOMY

Section

Статті

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How to Cite

“SYNERGY OF FINANCIAL, OPERATIONAL AND MARKETING MANAGEMENT AS A FACTOR OF COMPETITIVENESS OF IT COMPANIES IN THE CONDITIONS OF DIGITAL ECONOMY”. INNOVATIVE ECONOMY, no. 3, Aug. 2026, pp. 45-52, https://doi.org/10.37332/.