Open AccessRinkodaros sąnaudų struktūros optimizavimas kaip verslo plėtros tvarumo prielaida
Author(s) -
Indrė Lapinskaitė,
Aleksandras Vytautas Rutkauskas
Publication year - 2013
Publication title -
verslas: teorija ir praktika
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.369
H-Index - 17
eISSN - 1822-4202
pISSN - 1648-0627
DOI - 10.3846/btp.2013.09
Subject(s) - marketing , investment (military) , portfolio , business , business administration , computer science , operations research , mathematics , economics , political science , financial economics , politics , law
The idea of quantitative measurement of sustainability is revealed in this article. This idea is based on outlining the possibility of the event or the process, taking into account both possibility of efficiency and reliability of effectiveness. For the selection of appropriate compositions of efficiency and reliability for a particular subject an adequate idea of the utility function was used. Markovitz random field makes it possible to optimize the allocation of existing resources for the marketing costs between the components of marketing structure. Technically, the task is formulated as formulation of an adequate investment portfolio with investment assets by choosing 5P elements of marketing structure components ensuring the transformation of used investment to marketing capability ensuring assets. Based on the principles of stochastic informative expertise, the indicators of effectiveness of before mentioned assets were obtained, describing how invested units of input transforming the single P component of marketing costs adequacy to the final business results. Also affinities and differences of sustainability's concepts are pointed out