Creating value for consumers and businesses in the context of ecosystem development

Abstract

Importance: the research focuses on the peculiarities of marketing in contemporary conditions of intensive ecosystem development. Purpose: identifying features and ways to enhance marketing in creating value for consumers and businesses in modern circumstances. Research design: the article involved analyzing works by domestic and foreign economists on the creation, accumulation, and distribution of value for consumers and businesses in the current ecosystem development and marketing improvement. Results: the main findings reveal the processes of creating value in modern ecosystem development, influencing consumers through easy access to technological solutions and establishing connections with other consumers. For businesses, it ensures a growth in the customer base with precise assessment and widespread distribution through partnership agreements. The specific features and ways to enhance marketing in modern conditions, associated with the intensification of processes, have been identified.