BIG DATA ANALYTICS AS A TOOL FOR JUSTIFYING PRICING STRATEGY IN INTERNATIONAL MARKETING
Abstract
The purpose of this study is to develop a conceptual framework for bridging the gap between the potential of big data analytics and its practical application in the context of industrial international marketing (with shipbuilding as a case study). The research methodology is based on a systems approach. The monographic method was employed to analyze publications by domestic and international scholars, while the systematization method was used to generalize data sources and types of data of interest to shipyard management. Findings. The study emphasizes the importance, in the post-war period, of targeting market segments dominated by high value-added products and services. The analysis of relevant publications confirms the existence of a gap between the potential of big data analytics and its practical implementation in industrial international marketing. Differences between B2C and B2B businesses were identified, which significantly affect the practical use of big data analytics. A cluster-based model for information systematization is proposed, along with an outline of the data sources involved, which may be useful for management purposes. The study also defines the sequence of an enterprise audit procedure initiated to assess organizational, technological, and analytical capabilities for implementing advanced digital technologies in the selected domain. Practical value. The application of big data analytics fundamentally transforms pricing procedures in the international industrial market. Intuition-based managerial decision-making is being replaced by evidence-based approaches. Despite the specific characteristics of shipbuilding production, the substantial volume of relevant data generated both at the corporate level and externally encourages the adoption of advanced data processing technologies. Achieving this objective will require business owners and management to develop and rapidly implement a comprehensive business process digitalization program. Although such transformation is costly, it is unavoidable and represents a non-alternative condition for integration into global value chains.
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