Fuzzy model assessing the index of development of sustainable marketing of the company

The purpose of the article is to develop and substantiate a model for assessing the index of development of sustainable marketing of the company using fuzzy approach. The main point of sustainable marketing is to achieve balance of the company's economic interests and its social and environmental responsibility. “The index of development of sustainable marketing of the company” is determined by a group of complex indicators of the first and second levels, as well as 26 private indicators. It is proved that the specificity of the research object does not allow to use statistical and expert methods for its assessment. To improve the accuracy of the results of assessment it is necessary to apply methods based on the theory of fuzzy sets. The authors apply the algorithm for estimating a complex economic indicator using the theory of fuzzy sets developed by Nedosekin A.O. The result is a complex system of indicators that estimates the index of development of sustainable marketing of the company and fully reflects the multidimensionality of the concept of sustainable marketing. Based on the results of recognition of the values of individual indicators, the integral indicator of the index of development of sustainable marketing of the company was calculated. The developed model can become a reliable way to assess the long-term competitiveness of companies.