Development of a marketing strategy for realizing the economic potential of people with disabilities under conditions of inclusive economic development

Vollständiger Abstract

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The object of research is the process of implementing a marketing strategy for the potential of people with disabilities in the system of inclusive marketing for the development of the national economy. A marketing strategy for the realization of the labor potential of people with disabilities has been developed by integrating inclusive marketing mechanisms to ensure sustainable inclusive development using a complex of economic and mathematical models. An assessment of the potential of people with disabilities using statistical analysis, the singular spectral analysis (SSA) method, predictive modeling and assessment of socio-economic and marketing characteristics of inclusive development has been proposed. A conceptual approach to the formation of a marketing strategy for the realization of the potential of people with disabilities based on three-level interaction is substantiated: assessment of the socio-economic situation, creation of inclusive opportunities in the labor market and development of partnerships between public organizations, business, and the state. An economic and mathematical model for assessing the potential of people with disabilities using SSA, multivariate regression on inclusive factors: education, accessibility of digital services, use of marketing tools and forecasting the results of a marketing strategy using the PLS-SEM methodology was developed. Structural analysis showed that the greatest contribution to the marketing activation of integration is provided by the potential of people with disabilities (γ = 0.41) and the accessibility of an inclusive environment (γ = 0.37), while marketing activation largely determines the socio-economic result (β = 0.52). A marketing portfolio was formed based on the optimization results. The integral socio-economic result increased from 0.4496 to 0.5952, and the integral economic effect from 0.2820 to 0.4280, almost by 52%. The results obtained confirm the practical value of the proposed model for forming a marketing strategy for the development of an inclusive labor market and expanding the economic participation of people with disabilities.