ENTERPRISE PRODUCT POLICY IN THE
SUSTAINABLE DEVELOPMENT SYSTEM

Svitlana PUCHKOVA

Odesa Polytechnic National University, Odesa

https://orcid.org/0000-0003-4962-3885

Boris OLEKSIYENKO

Odesa Polytechnic National University, Odesa

https://orcid.org/0009-0002-1604-4043

DOI: http://doi.org/10.34025/2310-8185-2025-4.100.11

Keywords: product policy, enterprise, sustainable development, Sustainable Development Goals (SDGs), sustainable product design, eco-labeling, sustainable assortment planning, circular production models.

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Summary

The article is devoted to the study of ways to improve the enterprise product policy in the sustainable development system as a necessary condition for ensuring its stable growth. The transformation of the global economy based on sustainable development requires a revision of traditional approaches to managing the enterprise product policy. The priority of environmental and social standards changes the role of product policy, transforming it from a sales tool into a mechanism for ensuring long-term competitiveness. A problematic aspect consists in the need to adapt the enterprise product policy to the requirements of sustainable development and implement sustainable principles into the product strategy.

The article identifies various approaches to interpreting the concept of «product policy», formulates the goals, and presents the tasks of the enterprise product policy. The relationship between the enterprise product policy and such sustainable development goals as: SDG 12: Responsible Consumption and Production; SDG 9: Industry, Innovation and Infrastructure; SDG 13: Climate Action; and SDG 8: Decent Work and Economic Growth has been investigated. The authors have identified factors that determine the transformation of the enterprise product policy toward sustainable development: regulatory pressure, market dynamics, as well as geopolitical and climate changes. Problematic aspects for Ukrainian producers regarding the implementation of a sustainable product policy at the enterprise are highlighted.

Strategic directions for forming a sustainable enterprise product policy are proposed, including: sustainable product design; eco-labeling; sustainable assortment planning; sustainable quality management; and circular production models. It is emphasized that the formation of a sustainable product policy requires a multifaceted approach that integrates sustainability principles at all stages of the product life cycle. The research results are valuable for enterprises in terms of gaining competitive advantages from the strategic inclusion of sustainable development goals into their product policy. Such integration will allow them to evaluate their progress in the field of sustainability more effectively, set measurable internal targets, and identify new paths for growth and innovation.

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Biographies of authors:

Svitlana PUCHKOVA,

Odesa Polytechnic National University

Candidate of Economic Sciences, Associate Professor,

Associate Professor at the Department of Entrepreneurship and Trade

Boris OLEKSIYENKO,

Odesa Polytechnic National University

Bachelor's degree student

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