Internal factors improving viability of small food and beverage businesses: The case of Indonesia

Nowadays, the development of an effective corporate image model is a topical issue. Under increasing competition in many economic spheres, forming the company’s reputation and meeting the growing needs of consumers are especially noteworthy. The purpose of the article is to develop a set of marketing measures that would contribute to the formation of a positive corporate image of business entities and support it in the long run. The relationship between the research subject and the consumer needs is highlighted. The article deals with the features of behavioral economics and general approaches to shaping the corporate image. It is proposed that business entities should take into account five target segments, including clients, suppliers, shareholders, employees, and intermediaries when forming a positive corporate image. It is noted that each of these subjects is an “econ” who does not make rationalistic decisions, but places emphasis on spontaneity and emotionality. It is also noted that it is difficult to predict the situation of forming a positive corporate image of business entities. The results of this article can be used in further research and taken into account when creating a corporate image of an enterprise.

The current stage of the socio-economic development of the Ukrainian economy is characterized by an imperfect economic base, low level of labor productivity, high resource intensity and energy consumption of production. It is the result of insufficient innovation and investment activity – a leading factor in the growth of competitiveness and a serious obstacle in the conditions of increasing openness of the economy, joining the country to the processes of globalization. This also applies to the development of the metallurgical industry, which is one of the basic branches of the national economy, since its production and export potential largely determine the stability of the economy and the filling of the budget of the country.
The article analyzes the influence of financial and administrative analysis on the managerial, financial and investment activity of the metallurgical industry, which enables to assess and determine the innovation and investment level of the metallurgical industry and to analyze the structure of world steel production.
It should be mentioned that although such parts of economic analysis as financial and administrative are deepening and complement each other, they should be considered separately, because it will allow to improve organizational, informational and methodological assurance, based on methodological approaches and considering practical needs.

A marketing strategy is a firm’s overall plan for reaching prospective consumers and turning them into permanent customers of their services or products. This paper aims to investigate the link between profitability and marketing strategy to understand how firm profitability influences marketing strategy. Moreover, it assesses the impact of return on assets (ROA) on the company’s marketing strategy. The study uses random effect regression models; a marketing strategy is measured using a sales expenses ratio, which equals sales expenses over total assets. The firm size is a control variable represented by the total sales normal logarithm. The study sample comprises Jordanian industrial shareholder companies; the analysis period is from 2005 to 2020. The study collected 808 annual observations. The findings reveal that ROA has a statistically significant effect on marketing strategy, but its components have no effect. The adj-R2 (the explanatory power) for model 1 is 18.8%, and for model 2 is 11.4%. Therefore, the main conclusion is that ROA components do not have any incremental information content in explaining the marketing strategy variance. The study recommends industrial firms in Jordan increase their profitability by adopting a diverse marketing strategy, focusing on customer satisfaction, investing in market research, using social media, and developing a strong brand image.