The Role of Marketing Research for Effective Organization Management in the Context of Globalization

The paper focuses on the transition of the Russian economy from the commodity-heavy to the industrial-innovative type of development through increasing the effective management of organizations. The author notes that the main problem that hampers this transition is considered to be a weak focus on the organization-opportunity structure. There is no doubt that the modernization of economic systems within the country is very expensive and leads to significant risks for the country, including the increasing risk of lacking financial resources, and, subsequently, the risk of technological isolation from the world market. According to the relevance of this problem, the author notes the importance of marketing researches for effective management of the organization in the context of globalization. Namely, emerging and increasing financial risks are in focus (rapidly growing competition in the world market, changing market shares and consumer preferences), they negatively affect economic stability of the organization. As a result of the study, a special structure of the marketing information system (MIS) is presented, which successfully operates in high-tech organizations. © 2021, Springer Nature Switzerland AG.