THE MARKETING APPROACH TO MANAGING QUALITY 5.0 DURING THE IMPLEMENTATION OF SUSTAINABLE INNOVATIONS
Svetlana A. Kalitko,
Alexey V. Sysolyatin,
Svetlana E. Karpushova,
Ekaterina A. Berezina,
Karine N. Asryan
Abstract: The concept of Quality 5.0 management is formed based on the principles of the Fifth Industrial Revolution and involves the manufacturing companies' focus on high indicators of product and service quality and meeting social expectations and ensuring the quality of life in the conditions of quick digitalisation and intellectualisation. Quality 5.0 would be impossible without Industry 5.0, which led to the emergence of innovative sustainable technological solutions; without Society 5.0, based on the priority of socio-centrism over technologization; and without Education 5.0, aimed at supporting citizens in their desire to expand their knowledge and develop skills as a precondition for the growth of the quality of life and improvement of the economy. Marketing approaches of companies, used in the management of Quality 5.0 of products in the conditions of the digital economy, could be selected depending on the conditions of the business environment, the quality of life (including purchasing power) of consumers, and digital infrastructure which contributes to the promotion of products and services. The considered aspects of marketing approaches are based on the range of the Sustainable Development Goals of society and economy. Their application should be agreed with companies’ capabilities and specifics of socioeconomic and climate development. These aspects of marketing approaches in the management of Quality 5.0 of products could be used effectively in case of adherence to the revealed indicators of efficiency. In this paper, we strived towards establishing and proving the expedience of the use of the marketing approach in the management of Quality 5.0 in the context of the application of innovative technologies aimed at sustainable development. The novel aspect of this research is due to revealing the capabilities of marketing as a driving force in managing Quality 5.0 in the conditions of digital transformations.
Keywords: Marketing approach, Quality 5.0, Sustainable innovations, Climate, Technologies, Responsible consumption, Responsible production
DOI: 10.24874/PES07.04.018
Recieved: 08.05.2025 Revised: 03.09.2025 Accepted: 12.09.2025
UDC:
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