Abstract
<jats:p>The article addresses the scientific problem of overcoming resistance to change in the process of implementing the mechanism and tools of enterprise marketing management. The relevance of the study is driven by the growing role of marketing management under conditions of organizational transformations and digitalization of business processes, which are often accompanied by resistance from personnel and managerial structures. The purpose of the article is to substantiate the features of a system for overcoming resistance to change within the enterprise management mechanism. To achieve this purpose, scientific approaches to interpreting the essence of resistance to change are generalized; the role of marketing mechanisms and tools in organizational transformation processes is determined; the factors of resistance accompanying their implementation are identified; and the structural components and organizational conditions for the functioning of the system for overcoming resistance to change are substantiated. The study establishes that resistance to change is complex in nature and is formed under the influence of psychological, organizational, and managerial factors. It is shown that the implementation of marketing mechanisms and tools not only increases the efficiency of market-oriented activities but also transforms the managerial logic of the enterprise, leading to the emergence of organizational, behavioral, motivational, and communication-related resistance. A system for overcoming resistance to change is proposed as an integrated element of the enterprise management mechanism, and the organizational conditions for its effective functioning are substantiated. Particular attention is paid to the specifics of applying this system in enterprises operating in the renewable energy sector, especially in the context of solar power plant construction. The practical significance of the research results lies in the possibility of their application to enhance the manageability of organizational transformations and the effectiveness of marketing management implementation in project-oriented industries.</jats:p>