Marketing tools for increasing company’s reorganization effectiveness

Abstract

The purpose of the article is to study perspectives and develop recommendations for using marketing tools for increasing the effectiveness of a company’s reorganization. The authors prove incompleteness of the formula for evaluation of a company’s reorganization effectiveness, which is currently used in Russia, as it takes into account only financial profit (additional profit received as a result of company’s reorganization) and offers a method of its modification in view of marketing advantages for business. The authors evaluate the effectiveness of the largest deals on reorganization of modern Russian companies in the recent years with the help of traditional and modified formula by the example of NC Rosneft PJSC and TNC-VR Holding OJSC (2013), Gazprombank OJSC and Stroygazconsulting Group (2015), Rostelecom PJSC, and Tele2 Russia OJSC (2013) and prove that, in view of growing importance of reorganization processes in the sphere of business due to crisis phenomena in modern economy, it is necessary to take into account marketing aspects for preservation of business. The authors also develop and substantiate interactive scheme of company’s reorganization in view of the marketing aspect.