INNOVATIVE MARKETING MECHANISMS FOR BUILDING BUSINESS RESILIENCE UNDER DIGITALIZATION AND THE DEVELOPMENT OF ARTIFICIAL INTELLIGENCE

Abstract

This study establishes the conceptual foundations of building business resilience amid accelerated digitalization and artificial intelligence (AI) advancements. The authors define business resilience in digitalized environments as an integrated dynamic capability of an enterprise to anticipate, mitigate, and adapt to operational disruptions, maintain business continuity, restore performance post-crisis, and transform systemic volatility into strategic opportunities. The research delineates resilience into internal and external operational dimensions. Internal resilience encompasses managerial effectiveness, human capital development, digital competencies, knowledge management, and robust internal communications, whereas external resilience centers on market adaptability, technological agility, and sustainable stakeholder relationships. Internal marketing serves as the primary integrating mechanism bridging these dimensions by harmonizing employee motivation, organizational culture, employer branding, and digital collaboration. Furthermore, the study examines the dual nature of AI and digitalization, balancing enhanced predictive analytics, customer personalization, and process automation against critical operational vulnerabilities, including cognitive overload, competency disparities, data governance failures, and cybersecurity risks. To address these systemic dynamics, the authors develop a conceptual model featuring an adapted internal marketing “4Ps” framework structured across five core functions: analytical, integrative, communicative, incentive, and managerial. Integrating human, organizational, and technological resources establishes the institutional capacity required to sustain business continuity, foster continuous organizational learning, and secure long-term competitive advantages within volatile digital markets.