The Impact of Human Capital Transformation on Marketing-Driven Strategic Management of Organisational Competitiveness

Background. The global economy is operating amid increasing turbulence, driving deep demographic transformations, large-scale migration flows, and instability in consumer demand. Accordingly, human capital becomes a system-forming factor in sustainable organisational competitiveness, as it determines not only enterprises’ production capacities but also the structure and dynamics of the market demand. This necessitates the development of new analytical and adaptive approaches to ensure the potential of marketing support for organisational competitiveness, considering the demographic context. Purpose. This study aims to quantify the impact of human capital on the potential of marketing support for organisational competitiveness in conditions of global turbulence using integrated accounting, analytical and management approaches. Findings. The study substantiates an analytical model that combines the demographic characteristics of human capital with indicators of enterprises’ marketing potential. An integrated Marketing Human Capital Pressure Index (MHCPI) was developed to aggregate the impacts of population decline, a decline in the working-age population, and consumer ageing. In Ukraine, from 2016 to 2021, the MHCPI increased from 0.052 to 0.059, reflecting a gradual structural demographic pressure. Structural analysis showed that during this period, more than 85% of the index value was due to population ageing. In contrast, in 2022–2023, the solvent consumer outflow factor became dominant, accounting for over 50%. The study results emphasise the need for enterprises to transition to adaptive mechanisms to ensure the potential of marketing support for organisational competitiveness. Implications. Human capital transformation is a system-forming factor that shapes the marketing environment and organisational competitiveness. The proposed conceptual model of human capital’s impact on the potential of marketing support for competitiveness provides a basis for substantiating an adaptive mechanism to minimise demographic risks and transform human capital into a source of sustainable competitive advantage. Integrating accounting and analytical blocks ensures that key human capital indicators are linked to marketing results, thereby increasing the validity of management decisions amid increasing global turbulence.