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ИД «Финансы и кредит»






National Interests: Priorities and Security

Modifying the marketing strategy to reinforce the economic security of managing companies

Vol. 17, Iss. 3, MARCH 2021

Received: 14 January 2021

Received in revised form: 30 January 2021

Accepted: 15 February 2021

Available online: 15 March 2021


JEL Classification: G32, L22, L97, M30, M31

Pages: 585–604


Sergei B. ZAINULLIN Peoples' Friendship University of Russia (RUDN University), Moscow, Russian Federation


Ol'ga A. ZAINULLINA Moscow University for Industry and Finance Synergy (Synergy University), Moscow, Russian Federation


Subject. The 2020 economic crisis and the coronavirus pandemic put the economic security of some companies, sectors and markets at stake, including the housing and utility sector. Lowering the threat is the reason why managing companies’ strategies are modified.
Objectives. We review needs of various consumers changing during the current crisis, analyze new opportunities. The article also discusses the possible modification of the marketing strategy.
Methods. The study is based on methods of analysis, synthesis, forecasting. Preparing for the study, we referred to analytical reviews, scientific papers, proceedings of scientific conferences, sectoral editions.
Results. We conducted the comparative analysis of segments and types of managing companies’ activities and outlined recommendations for modifying the strategy of managing companies.
Conclusions and Relevance. The COVID-19 pandemic considerable reshaped the consumer demand across various segments (В2В, В2С, В2G)and activities, such as real estate management, technological operation, cleaning. Following the findings of the study, we make suggestions for modifying the strategy of marketing companies.

Keywords: COVID-19 pandemic, marketing strategy, managing company, cleaning, real estate management


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ISSN 2311-875X (Online)
ISSN 2073-2872 (Print)

Journal current issue

Vol. 17, Iss. 3
March 2021