scholarly journals Modern innovative marketing technologies’ practical tools analysis as a way to increase the high-technology enterprises’ competitiveness

2020 ◽  
Vol 2 (3) ◽  
pp. 14-23
Author(s):  
Andrey A. Sazonov
Keyword(s):  
Integrated Management ◽  
Marketing Research ◽  
Scenario Planning ◽  
Research Field ◽  
Innovative Technologies ◽  
Industrial Enterprises ◽  
Development Level ◽  
Innovative Products ◽  
Modern Economic ◽  
Enterprise's Competitiveness

The article is devoted to the features’ study of the modern innovative technologies use in the marketing sphere, in order to establish the possibilities that allow modern industrial enterprises to increase their competitiveness level. The authors highlighted the theoretical and methodological foundations for modern innovative technologies application in the marketing sphere necessary for organizing the integrated management process of enterprise’s competitiveness indicators. The key features incident to modern marketing of innovations are determined. The lateral marketing improvement directions as a methodology for marketing approaches development and implementation in the company's activities to increase its efficiency in the competitive market environment formation for the production and sale of goods in modern economic conditions are considered. The main innovative marketing complex components are highlighted. The issues related to research in the innovative products’ marketing research field and forecasting the markets’ development are considered. The role played by modern marketing research in the scenario planning mechanisms’ development is determined. The factors that can have a significant impact on the industrial enterprises’ innovative activity indicators are structured. At the end of the article, the authors concluded that the current economic development level makes it possible to define innovation as a unique asset capable of qualitatively influencing the modern industrial enterprises’ competitiveness main indicators, which in turn will lead to the fundamentally new products, services and technologies emergence.

scholarly journals On the Model of Prognosis of Proceeds of Industrial Enterprises

2020 ◽  
Vol 7 (4) ◽  
pp. 253-263
Author(s):  
E.L. Pankratov
Keyword(s):  
Technological Progress ◽  
Raw Materials ◽  
New Products ◽  
Competitive Advantages ◽  
Innovative Technologies ◽  
Industrial Enterprises ◽  
Manufactured Products ◽  
Modern Economic ◽  
Relevant Factors

In modern economic theory, scientific and technological progress considers as one of the relevant factors of long-term eco-nomic growth. The influence of scientific and technological progress on a particular sector of the economy appears in the creation of new products that have important competitive advantages over existing ones, or in the modification (modernization) of existing products. Often, new products based on new (innovative) technologies. However, technological superiority requires well-timed modernization of production and staff training, that is, significant financial and organizational investments. At the same time, the rejection of the transition to innovative technologies can lead to tangible losses in market positions or even to a complete cessa-tion of the organization. This model gives a possibility to make a prognosis of proceeds of enterprises with account changing of quantity of manufactured products, as well as various expenses (raw materials, transportation costs,...). An analytical approach for analyzing the influence of various parameters on the proceeds has been introduced.

scholarly journals On Approach of Estimation of Value of Risks During Manufacturing of Products

2021 ◽  
Vol 14 (1) ◽  
pp. 1-8
Author(s):  
E. L. Pankratov ◽  
Keyword(s):  
Economic Theory ◽  
Staff Training ◽  
Technological Progress ◽  
Analytical Approach ◽  
New Products ◽  
Competitive Advantages ◽  
Innovative Technologies ◽  
Industrial Enterprises ◽  
Complete Cessation ◽  
Modern Economic

In modern economic theory, scientific and technological progress one consider different economic risks. The influence of scientific and technological progress on a particular sector of the economy appears in the creation of new products that have important competitive advantages over existing ones, or in the modification (modernization) of existing products. Often, new products based on new (innovative) technologies. However, technological superiority requires well-timed modernization of production and staff training, that is, significant financial and organizational investments. At the same time, the rejection of the transition to innovative technologies can lead to tangible losses in market positions or even to a complete cessation of the organization. In this paper, we introduce a model for estimations influence of risks on development of industrial enterprises. An analytical approach for analyzing the influence of various parameters on the proceeds has been introduced.

scholarly journals INTEGRATION PROCESSES IN INNOVATIVE ENTREPRENEURSHIP OF UKRAINE

2020 ◽  
Author(s):  
Yuliia Horiashchenko ◽  
Keyword(s):  
Marketing Research ◽  
Research Area ◽  
Foreign Markets ◽  
Important Indicator ◽  
Main Research ◽  
Industrial Enterprises ◽  
Innovative Products ◽  
Public Sector Research ◽  
Innovation Strategies ◽  
Media Monitoring

The article considers the problems and conditions of promotion of innovations in the innovative activity of industrial enterprises in the conditions of European integration. Research objectives are the analysis of the current state of innovative development of Ukrainian industrial enterprises and the identification of specific innovation strategies with relevant examples in domestic and foreign markets. Alternatives of innovation strategies for enterprises with relevant examples of specific enterprises and the use of marketing tools are described. The main research methods are used: general scientific – analysis of state and regional statistics, market surveys and forecasts, generalizations, analogy, data synthesis, hypothetical method and special – media monitoring, benchmarking. To solve the problems of promoting innovative products in Ukraine, a special algorithm is substantiated and proposed, which includes monitoring public spending on research and development, establishing feedback from the public sector research to industry, solving intellectual property problems and tax incentives, solving acute research problems. personnel through the creation of regional and state university associations, identification of priority areas such as support for eco-innovation, promotion of clean technologies, creation of centers of competence in industrial structures, integration of industrial entrepreneurship into the European Research Area. It was summarized that for the formation of the innovative policy of industrial enterprises, it is recommended to use a marketing approach, which provides for the preliminary formation and design of a new product based on the results of modern marketing research in order to promote innovative products to regional and foreign markets. It was emphasized that the promotion of innovative products is one of the most important areas of activity of industrial enterprises and a very important indicator of the state of the country’s economy as a whole.

Bank Marketing: Features, New Trends, and Prospects

2019 ◽  
pp. 83-88
Author(s):  
E. N. Valiev ◽  
E. N. Veysov
Keyword(s):  
Systems Approach ◽  
Marketing Research ◽  
Theory And Practice ◽  
Scientific Publications ◽  
Scientific Methods ◽  
New Directions ◽  
General Scientific ◽  
Modern Economic ◽  
The Subject ◽  
Bank Marketing

The importance of the subject of this study is attributable to the need of developing the theory and practice of formation of bank marketing, its features and new trends associated with this concept. Prospects for the development of banks and their ability to quickly and efficiently address new challenges presented by the market can be determined through modern forms, methods of management and creative use of financial marketing opportunities.Aim. The presented study aims to examine the specific aspects, principles, conditions, factors of emergence, and prospects for the development of bank marketing and forms of its management in modern economic conditions.Tasks. The authors identify the major trends and perspective directions in the development of bank marketing in Azerbaijan at the current stage.Methods. As its methodological and theoretical basis, this study uses a systems approach to the analysis of its subject, conceptual approaches outlined in the works of Azerbaijani, Russian, and foreign scientists in the field of bank marketing. These methods are used to determine the essence of bank marketing, present the types and organization of marketing research, and identify the characteristic traits, new forms, and directions for the development of bank marketing.Results. The study uses general scientific methods of cognition in various aspects to identify characteristic traits, trends, and new directions of bank marketing. A review of scientific publications shows that academic papers tend to focus on general conceptual approaches to the practical application of marketing. The authors believe that the issues of organization of a comprehensive bank management system, its implementation based on innovations in the promotion of banking products and services in the financial market, and substantiation of channels for their distribution among consumers are insufficiently explored. This makes the subject of this study extremely relevant due to the inevitable optimization of the organizational structure of banks through comprehensive implementation of the marketing system.Conclusions. Theoretical and practical issues of bank marketing are examined. As a result, the specific features and characteristic traits of this mechanism, conditions and factors for its emergence, and its prospects in the context of the digital economy are analyzed.

How social media advertising features influence consumption and sharing intentions: the mediation of customer engagement

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Chunli Ji ◽  
Susana Mieiro ◽  
Guihai Huang
Keyword(s):  
Social Media ◽  
Behavioral Intention ◽  
Marketing Research ◽  
Research Field ◽  
Mediating Effect ◽  
Customer Engagement ◽  
Interactive Marketing ◽  
Media Dependency ◽  
Content Type ◽  
Social Media Advertising

PurposeSocial media advertising (SMA) has become overly critical in the interactive marketing research field. This paper aimed to construct a research architecture model and to investigate the mediating effect of customer engagement between SMA and consumer behavioral intention in the context of Macao's casino integrated resorts.Design/methodology/approachThe authors collected data from 300 Chinese-speaking visitors of Macao's casino integrated resorts through a face-to-face survey. The hypotheses derived from the conceptual model were tested through two-stage structural equation modeling. The authors considered age and gender as control variables.FindingsThis study found that entertainment and promotional rewards had significant direct effects on consumption intention. Social media dependency did affect directly not only consumption intention but also sharing intention. Customer engagement on SMA mediated the effects of two SMA features (entertainment and promotional rewards) and one feature of SMA viewers (social media dependency) on consumption intention. As to extraneous variables, neither age nor gender significantly influenced consumer behavioral intention.Practical implicationsThe casino integrated resort managers should enhance the entertainment elements and provide reasonable promotional rewards to increase SMA's effectiveness. Managers should also consider the social media usage habits of the targeted customers. Further academic research on casino integrated resorts in other regions may use this study as a basis for investigating the mediation of customer engagement on SMA.Originality/valueThis study contributed to understanding the mediating mechanism of customer engagement on SMA by conceptualizing customer engagement on SMA as a unique idea and provided a conceptual framework for further theoretical and empirical research in the interactive marketing research field.

Stimulating the Development of "Greening" of Ukrainian Industry

2021 ◽  
pp. 55-67
Author(s):  
Ella Sheludko ◽  
◽  
Mariia Zavgorodnia ◽  
Keyword(s):  
Public Policy ◽  
Large Scale ◽  
Industrial Enterprises ◽  
Valuation Method ◽  
Circular Model ◽  
Analysis And Synthesis ◽  
Logical Method ◽  
Modern Economic ◽  
The Relationship ◽  
Further Development

The object of this study is the further development of eco-innovations for the rise of industry and the economy. Emphasis is placed on the growing relevance of "green" incentives in line with climate challenges, the economical use of natural resources, as well as the need for a systematic vision of environmental issues and the implementation of international requirements. The study is based on the work of foreign scientists, international rankings and world best practices for the introduction of modern economic mechanisms of state incentives for greening the economy, green modernization, the transition to a circular model of the economy. There is a difference in the implementation of environmental policy - some local projects in Ukraine and the European approach - with the assessment of eco-innovation, systemic change, the formation of ecosystems, scaling technological solutions. The main methods used in the study are: methods of system-structural analysis, analysis and synthesis, grouping - for preliminary analysis and selection of appropriate tools in the study of the implementation of eco-innovation in Ukraine and EU countries; index valuation method and method of comparative analysis - used in the analysis of public policy to stimulate the company to "green" growth; abstract-logical method - used to establish the relationship between the need to introduce new instruments of public policy in the environmental sphere with elements of large-scale reform in the context of climate modernization of industry and to form a systematic vision of major achievements in implementing international requirements for eco-modernization of industrial enterprises. The paper analyzes the forms of international assistance that can compensate for the lack of available financial resources for the purposes of green modernization of the economy in conditions of limited financial capabilities of the state, intensification of competition for European and international environmental investments. The obtained result - a set of possible tools to stimulate Ukrainian industry - allows more systematic implementation of "greening" of Ukrainian industry, and their implementation and combination in a specific mechanism will determine the success of an industrial socially-oriented economy.

Retrospective: “culture shocks” in inter-cultural service encounters?

2016 ◽  
Vol 30 (4) ◽  
pp. 377-383 ◽  
Author(s):  
Bernd Stauss
Keyword(s):  
Marketing Research ◽  
Research Field ◽  
Scientific Development ◽  
Future Research ◽  
Service Encounters ◽  
Cultural Encounters ◽  
Content Type ◽  
Scientific Discussion ◽  
Open Questions ◽  
Cultural Service

Purpose The article “Culture shocks” in inter-cultural service encounters was published in 1999. The purpose of this paper is to analyze how the scientific discussion about this issue has developed and which open research questions are still awaiting solutions. Design/methodology/approach The main contributions of the original article are evaluated in the light of the current state of research. Simultaneously, the scientific development is commented on the basis of the original theoretical and empirical insights. Findings The original article belongs to those that initiated an extraordinary development of the research field. Aspects of inter-cultural encounters have found increasing attention in service marketing research. However, some fundamental problems of inter-cultural studies are still unresolved, and some of the theoretical and management oriented stimuli of the 1999 paper still seem worthy of consideration. Originality/value The retrospective analysis gives insight into the scientific development of the research on inter-cultural service encounters. It identifies relevant development lines, new perspectives and open questions for future research.

scholarly journals PERKEMBANGAN INOVASI PRODUK TERHADAP KEGIATAN PEMASARAN DALAM RUANG LINGKUP MASA PANDEMI COVID 19

2021 ◽  
Vol 1 (1) ◽  
pp. 1-7
Author(s):  
Yayan Andriani
Keyword(s):  
Product Innovation ◽  
Marketing Research ◽  
Industrial Sector ◽  
Marketing Process ◽  
Product Innovations ◽  
Innovative Products ◽  
The Right ◽  
Selling Process ◽  
Marketing Methods ◽  
Marketing Position

In Indonesia, there is a wide variety of product innovations related to activities carried out by the community by promoting the marketing process. This development is also related to the matters of companies that compete with various innovations in developing their business to be more advanced. In a business, a lot of considerations are needed so that the profit or profit obtained is more than the capital spent but the quality is still prioritized. One of them is in marketing research which is a place for providers of products or goods to be traded. Market and Marketing Aspects are needed so that the buying and selling process can run smoothly and for transactions. It can be seen how vital the Market and Marketing Aspects are in a business. Where in a business this aspect is the most essential aspect. Market and Marketing Aspects are used in marketing methods in which you can find out how much demand there is so that the business runs properly. Many competitors that occur in the market make a study of the marketing aspects necessary to reduce things that can harm the company. The right marketing position will make the company get the desired profit. In marketing research, also states that there are various methods that can be used in society to support the economy by prioritizing innovative products, but problems in product innovation must be constraints with business capital and advantages or disadvantages, with the COVID-19 pandemic problem with the industrial sector experiencing a decline. Which is very drastic, thereby reducing the innovation that will be carried out.

scholarly journals Commercialization of innovative products: international and national experience

2020 ◽  
pp. 20-24
Author(s):  
Nataliia MYROSHCHENKO ◽  
Anastasiia SYMAK ◽  
Oksana ZARYTSKA
Keyword(s):  
Asian American ◽  
High Tech ◽  
Progressive Development ◽  
Goods And Services ◽  
Industrial Enterprises ◽  
Foreign Countries ◽  
Innovative Products ◽  
The Usa ◽  
Local Properties ◽  
High Level

Introduction. In modern highly competitive, dynamic and unstable conditions enterprises are able to function successfully in the marketplace and occupy leadership positions in large part due to developing, implementation and realisation of innovations. A high level of an innovative activity of enterprises creates preconditions for forming new competitive benefits, an increase of investment attractiveness, broadens possibilities of passage to new marketplaces, is an impulse for providing a progressive development. As practice shows, only a small part of innovations transforms in goods and services and is successfully commercialized due to its promotion in interested groups of consumers. That's why the problem of commercialization of innovative goods and services should be in field of view of society, government, private business, scientists because decision of this problem improves a competitive ability of goods and finely a level of population's life. The purpose of paper is an exploration of commercialization properties of innovative goods and services in foreign countries, detection of reasons of low level of commercialization of innovative goods and services by domestic enterprises. Results. It is considered a domestic and a worldwide experience of commercialization of high-tech goods and services of industrial enterprises in the context of Asian, American and European models of innovative development. It is particularly set that there in the USA, Europe and Asia the key role in development and implementation of high-tech goods and services play multinational companies, which quite often create venture companies in their structures. Besides, it is set that a venture capital is often concentrated in science parks, technopoles, business incubators and other innovative structures. It is proved that in the process of commercialization of high-tech goods and services is a governmental support of state, first of all, from positions of longevity of preferences, which are offered to subjects of innovative structures. It's also set that such kind of commercialization is successful when local properties of demand for new goods and services are taken into account. Regarding a domestic experience of commercialization of innovative goods and services, they should state that it has a quite low development. Conclusion. In this way, generalisation of domestic and foreign experience of commercialization of innovative goods and services shows that directions and ways of such commercialization are different and can have a different shape that is defined by local historical circumstances, traditions and national innovative politics in general.

scholarly journals The Current Trends in Marketing Research in the Tourism Industry

2020 ◽  
Vol 10 (513) ◽  
pp. 450-459
Author(s):  
N. I. Yurchenko ◽  
Keyword(s):  
Global Economy ◽  
Supply And Demand ◽  
Marketing Research ◽  
World Market ◽  
Research Field ◽  
Tourism Industry ◽  
Situational Analysis ◽  
Full Time ◽  
Travel Agents ◽  
The World

Currently, the tourism industry continues to outpace the global economy despite deteriorating global economic prospects, tensions in international trade, social worries, geopolitical uncertainty, instability and the COVID-19 pandemic. The article is aimed at identifying modern trends of marketing research as part of the complex of marketing instruments in the tourism sphere. To achieve this aim, the article uses the following research methods: abstract-logical; situational analysis; mean, absolute and relative values; comparison, graphic, sociological; statistical analysis; economic-mathematical; expert surveys and estimations. Based on the data of the World Tourism Organization, the indicators of development of the world market of tourist services are analyzed. Performed were the following: analysis of the dynamics of the number of subjects of tourism activity (tour operators and travel agents) in Ukraine; total average number of full-time employees; income from the provision of tourist services; operating expenses for the provision of tourist services; number of tourists served by tour operators and travel agents in Ukraine. The content of marketing research is disclosed as a multi-stage process, which should include the collection, registration and analysis of data in the sphere of tourism business. Marketing researches should be conducted according to 8 stages: determining the problem; development of the concept of research; cabinet marketing research; field market research; analysis of market conditions (supply and demand); research of foreign markets; simulation modeling; formation of a marketing information system. In order to determine the rating of tour operators of the mass segment of the tourism market in 2020, a questionnaire containing 16 questions is specified. Its results can be used when evaluating tour operators in terms of customer comfort and cooperation with travel agents. It is proved that marketing research in the tourism industry is advisable to be carried out systematically. This will provide for substantiating and elaborating managerial solutions in order to maximize the satisfaction of the needs of consumers of tourist services and solve the problems of significant seasonal fluctuations in demand.

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