Management Change in Digital Marketing Companies: Key Drivers and Scenarios for Resilient Development

Abstract

One of the modern trends in the field of strategic management of digital marketing companies is a focus on resilience, that is, the ability of the organization in general and its individual employees to cope with adversity, returning to normal work parameters. In the scientific literature, this characteristic is considered from the point of view of managing the strengths of the company's personnel, the adaptability of business models, and the development of resilient supply chains. To solve the tasks regarding the effective management of resilience, the work uses a specialized method of scenario planning, which aims to achieve greater resilience in the management strategy of advertising agencies, as well as a PESTLE analysis to select key drivers of a strategy focused on resilience. Considering external factors of influence in Ukraine and the development of artificial intelligence, six possible scenarios for the strategic development of companies in the Internet marketing market were developed. For each of the scenarios, the possible consequences for the object of research in the areas of innovative activity, marketing strategy, market, and financial goals are established.