BUILDING INNOVATIVE FRAMEWORKS TO ENHANCE INTEGRATED BUSINESS STRUCTURE DEVELOPMENT IN ENTREPRENEURSHIP

The article presents the research findings on building innovative frameworks to enhance integrated business structure development in entrepreneurship. It is argued that integrated business structures that take into account the development trends and business activity rate to boost opportunities for the use of various organizational and legal management frameworks is the optimal management pattern to ensure entrepreneurship success. The study suggests that the specifics of business development strategy triggers the need to explore certain methodological aspects in management decision-making to boost integrated business structure activities. The article provides insights into specific features of innovative frameworks of integrated business structure development as well as identifies their structural elements. An emphasis is put that business structure performance is greatly affected by organizational, technical, financial, economic and operational business factors as well as the number of links in management chains. It is justified that in the context of selecting business structures, the integration goals and strategy are of critical importance. The study has identified the following structural elements of innovative frameworks to enhance integrated business structure development in entrepreneurship: providing targeted operational control in the areas of management; implementing strategic, systemic and tactical principles in the management process, ensuring optimal development of all business components subject to its key structural elements; type of organizational and legal business pattern; capital type and structure of integrating business structures; the model of financial arrangement and business interaction between the participants; management paradigm; the type of control; the degree of integration; the strategic priorities in business development.

INSIGHTS INTO INTERNATIONAL BEST PRACTICES IN INTEGRATED CLUSTER MANAGEMENT

The article seeks to explore best practices of integrated cluster management in the EU countries. It is noted that modern business realia and business process internationalization have significantly raised the importance of cluster partnerships across the European Union member states. Given the factor of global competitiveness, the European Commission has begun to pay greater attention to the development of innovation capacity, primarily through closer interaction between industry clusters within the European Union. In this context, a number of projects and initiatives for the European intercluster partnerships development have been launched, along with implementing the European cluster programs that will promote the development of sectoral clusters and facilitate their entry into European markets by increasing the degree of their interaction. The purpose of this article is to provide insights into the European experience as to managing programs, initiatives and development trends in the area of integrated clusters. The study employs general scientific research methods, in particular, the method of logical generalization, methods of statistical analysis of EU initiatives and programs that foster cluster partnership building processes. The research findings on cluster partnership development programs in the EU have revealed the following key characteristics of successful cluster initiatives: harmonization of interests and specific needs of partnership participants, providing information support and lobbying; significance at both the regional and the national level; awareness of national executive authorities about cluster initiatives in the region or identification of promising areas for building cluster partnerships; participation in government targeted projects; active positioning at the regional, national and international levels; building a management team within a cluster framework, launching cluster development centres, etc. Based on the study results, it is observed that the modern settings of national industrial economy development have spurred the interest to cluster partnerships which are established to implement a common strategy. It is argued that the application of an international model of cluster partnership management, however successful it is, in the domestic realia will not necessarily lead to the desired outcomes, whereas the implementation of particular elements of best international practices in the context of shaping national cluster development patterns will allow using them as effective national economy drivers.

АНАЛІЗ МІЖНАРОДНОГО ДОСВІДУ ПЕРЕДАЧІ ІННОВАЦІЙНИХ ТЕХНОЛОГІЙ ВІД УНІВЕРСИТЕТІВ ДО ПІДПРИЄМНИЦЬКОГО СЕРЕДОВИЩА

The article seeks to explore best international practices of innovation technology transfer from higher education institutions to business environment from the position of an expanded approach to understanding the concept of "technology transfer" in world practice which is used to cover a wider range of activities (in particular, through boosting technology transfer practices in universities as a separate activity type within the traditional knowledge triangle: education – research – business. In this context, technology transfer is viewed as a process of knowledge exchange, including consultancy, joint research, contract-based research as well as other forms of joint new knowledge creation. The study offers insights into best practices in the four top 20 world countries by the highest payment rates for the use of intellectual property which contributes to better understanding of the pathways to develop an effective system of technology transfer in Ukraine. It is argued that Ukrainian universities should create targeted centres for technology transfer with government support and implement best international experience of building similar systems in the developed countries (USA, Japan, France, Spain, etc.). The research findings have revealed that in most developed world countries with the highest royalty rates for the use of intellectual property, the best way to ensure an effective technology transfer is to create an organisational network where at a regional or at the national level a centre is established that accumulates not only financial and human resources but also generates information database and accumulates best practice to enhance and spur the effective commercialization of university R&D. In the context of the key strategic guidelines in technology transfer development for Ukrainian universities, it is suggested they should focus on the following priorities: promoting innovation research and development to respond to market demands; establishing research centres and science parks; increasing the motivation of academic staff for more active research and startup project engagement following the principle of "education through research", as well as the creation of a full-service centre that will carry out a full cycle of activities to support research commercialization, both in universities and at the government level.

ОСОБЛИВОСТІ УПРАВЛІННЯ ФЕШН-БРЕНДАМИ В УМОВАХ НЕСТАБІЛЬНОГО СЕРЕДОВИЩА

The article seeks to explore the contemporary issues of fashion brand management specifics in a volatile global business environment. Based on the survey on the fashion industry market dynamics, the study has identified the key reasons for its drastic slump associated in the first place with shutting down of offline stores, supply chain disruptions as well as with a drop in the purchasing power of population. The COVID-19 pandemic brought the world to a massive global "reset", changes in mind-sets, norms, rules and everyday life which has spurred the need to adapt to new business settings by all market participants including the fashion industry sector. The modern fashion industry in Ukraine has undergone radical transformation and has become an influential actor of the world fashion market. Following a comprehensive approach to review the phases of brand creation and brand building process, this study suggests a designer brand development and promotion strategy to be implemented in the current realia of Ukrainian fashion industry. In this context, it is argued that brand management in the area of fashion industry should focus on imposing systemic effects on market environment, maintaining stability in holding positions in promising market segments and implementing robust crisis strategies in brand building. It is emphasized that the purpose of creating a crisis strategy in the fashion market is to search for the key priority pathways to enhance business development subject to the market environment and resources available. Based on the Porter's competitive forces model, the study offers an in-depth-analysis of the fashion market by identifying factors that affect this segment development and determine market competition. It is concluded that a good crisis management paradigm should involve a well-designed strategy for business information collection and monitoring of external and internal environment. It is also argued that to be effective, a crisis management action plan should involve a consistent integrated systemic approach.

ІНТЕРНЕТ-МАРКЕТИНГ ЯК КОМПОНЕНТА ТУРИСТИЧНОГО БІЗНЕСУ В РОЗУМНІЙ ЕКОНОМІЦІ

The article discusses the contemporary issues related to the application of Internet marketing tools in tourism business along with estimating the growth rates of the global cloud computing and hosting market for 2010–2020 and analysing its structural and functional changes in different time periods. Modern tourism industry is viewed as a highly dynamic and fast-growing sector that not only adapts to market needs but also demonstrates new business practices using advanced cloud technology and business models. A special emphasis is put on the argument that the high growth rates of cloud technologies in recent years have been underpinned by the need to use an integrated database to manage business processes in tourism industry. The study provides insights into modern subject areas and marketing research objectives in the context of tourism digitalization as well as explores the fundamental change in the environment, settings and business patterns of tourism sector actors from the Internet marketing perspectives. The authors also present a concept of a system approach to information, technological and marketing support of a tourist product in the framework of business globalization. The findings justify the need to develop up-to-date strategic solutions by tourism enterprises with a focus on advanced knowledge practices in the context of the COVID-19 pandemic subject to the evolution of digital tools in tourism. The study offers an overview of the European Tourism 3.0 policy which provides for its consistent implementation in the concept of the national sustainable development along with identifying the relationships between the key factors to ensure the effective response of the tourism market actors to global competition challenges using Internet technologies. In addition, the article discusses particular applied aspects of tourism startups that have developed effective cloud technologies as well as demonstrates rapidly growing public value of startups and electronic industry advances as innovative idea generators in the tourism industry.

ТЕОРЕТИКО-МЕТОДИЧНИЙ КОНЦЕПТ МОДИФІКУВАННЯ ДЕКОМПОЗИЦІЙНОЇ СТРУКТУРИ ПРОЦЕСУ УПРАВЛІННЯ ЛОГІСТИЧНИМ ЗАБЕЗПЕЧЕННЯМ РОЗВИТКУ ІННОВАЦІЙНОГО СПІВРОБІТНИЦТВА В УМОВАХ ЦИРКУЛЯРНОЇ ЕКОНОМІКИ

The article addresses a range of theoretical and methodological issues related to managing effective logistics support to the development of socioeconomic systems of the national circular-based economic model. It is argued that there is a need to regulate cooperation between socioeconomic systems and build various integration patterns (alliances, clusters, holdings, industrial and financial groups, consortia, innovative partnerships, etc.) which open new opportunities to their participants. The current theoretical and methodological developments in the area of providing logistics support to enhance the development of socioeconomic systems are focused primarily on the microlevel. Unresolved issues of the logistics support to enhance socioeconomic system development at higher levels (meso- and macro-) tend to generate a vast pool of scientific ideas for further innovative research. The purpose of this article is to rethink the existing theoretical, methodical and methodological foundations of logistics support for the socioeconomic system development and to design a qualitatively new conceptual and methodological framework to manage the logistics support to innovative partnerships in a circular economy settings. The findings reveal that the formation of this theoretical and methodological framework is the result of a symbiosis of empirical and theoretical cognitive levels that have certain differences in certain aspects of comparison. The study offers a generalized survey of scientific and philosophical approaches to perceiving socioeconomic processes which provided for using a transdisciplinary paradigm as a theoretical and methodological premises to manage the logistics support to innovative partnerships in a circular economy. To build a common vector of research, it is recommended to use a semantic modeling approach which can be viewed as a converter of natural language, a scientific terminology framework, and a tool to shape a nomological basis in building new theories to explore socioeconomic systems that contributes to constructing a logical semantic model which specifies the mechanism of logistics support to innovative partnerships in a circular economy in terms and definitions of relevant subject areas, including all known logically consistent statements and facts, and is based on certain principles. Based on the research, a relationship between logistics management, innovative partnership development and circular economy has been verified which allowed to develop a theoretical and methodological framework to manage the logistics of innovative partnerships in a circular economy settings. Implementation of the proposed theoretical and methodological framework translates into a comprehensive concept to enhance management of logistics support to further innovative partnership development in a circular economy which makes the foundation of government policy to promote circular economy based on reversible logistics to attain socioeconomic sustainability of the national economy.

ІNFORMATION SUPPORT FOR TOURISM AND HOTEL BUSINESS DEVELOPMENT

The article substantiates the need to enhance the information support for tourism and hotel business which is currently associated with a range of information and methodological issues, such as the assessment of tourist flows; tourism and hotel market satisfaction, congruence between customer needs and supply in the tourist services market; assessing load infrastructure as well as anthropogenic effects on the environment; study on the state of industry development and measuring of its contribution into the total gross domestic product. The paper presents a research methodology to explore tourism and hotel business settings, in particular the regional tourist services market, based on the market environment evaluation, identification of factors affecting tourism actors’ performance efficiency and estimation of their impact on final economic outcomes. The above methodology involves a comprehensive approach to the application of theoretical and applied principles of sectoral and territorial analysis and aims at building the regional tourism policy key drivers. It is argued that in the context of new risks and challenges, modern Ukraine should pursue a robust constructive recreational and tourism policy. Depending on the level at which the policy is defined and implemented, this study makes out government policy, regional policy, and the policy of individual tourism and hotel businesses. As an effective solution, the findings suggest modeling a government recreational policy based on strategic planning which translates into a comprehensive document that includes analytical information and business forecasting, as well as an action plan including a set of activities and projects to be implemented by market participants in the tourism and hotel sector.

ТЕОРЕТИЧНА ІНТЕРПРЕТАЦІЯ ВАРІАТИВНОСТІ ФОРМУВАННЯ СОЦІАЛЬНОЇ ВІДПОВІДАЛЬНОСТІ ЗАКЛАДІВ ВИЩОЇ ОСВІТИ

The article discusses the contemporary issues of social responsibility in the higher education system which in recent years have been the subject of considerable debate at both national and supranational levels. The interpretation of a role of social responsibility as social and economic institute and as a factor of sustainable development of a particular organization as well as the economy and society overall provides a different perspective on the social responsibility phenomenon and its role in ensuring sustainability. The research hypothesis is the statement that building theoretical foundations of social responsibility in higher education institutions, constructing the respective conceptual framework and defining principles and factors of sustainable development should contribute to eliminate conceptual controversy and contradictions arising in the process of integrating the social responsibility paradigm in higher education. The study presents the evolution stages of a social responsibility concept which are the historical background; the concept genesis; the emergence of classical approaches; the evolution of a stakeholder approach; shaping of corporate social responsiveness, and the emergence of modern approaches to social responsibility in the frameworks of sustainable development. The evolution of the sustainable development concept has also been provided revealing its genesis, theoretical foundations and the taxonomy. Apart from the above, the findings have identified dominant approaches to interpret the notion of social responsibility, in particular, a systemic environmental approach, a cluster approach, macro- and microperspectives, a three-pronged (integrated) approach and organizational sustainability approach were described. It is argued that these approaches are embedded into social responsibility (conscientious economy, social economy, a shared value concept, conscious capitalism, positive economics, etc.) and their specifics should be considered while building a social responsibility framework in higher education institutions.

СУТНІСНА ХАРАКТЕРИСТИКА ІНТЕГРАЦІЙНОЇ ВЗАЄМОДІЇ ЯК ПЕРЕДУМОВА ФОРМУВАННЯ ІНТЕГРОВАНИХ БІЗНЕС-СТРУКТУР

The article offers a comprehensive study on the essential characteristics of integrative interaction as a pattern for building integrated business structures. Based on a deepened understanding of an integration concept, it is argued that regardless of the scope of integration, this term could be considered twofold: either as an association, one way or another (often of equal single-profile business entities at the same level), or as an affiliation with a larger actor or with an existing association, sometimes its acquisition. In each case, integration is carried out to gain competitive advantages, obtain a particular benefit, and according to certain criteria. A literature review of the vast body of economic theories and approaches demonstrates that the integration concept is employed at all levels: local (refers to production processes within a single microeconomic unit); at a microlevel (within several business units); at the national level (within a certain state); at a mesolevel (within several border states); at a macrolevel (in a certain region), at a megalevel (within the global economic area). The in-depth-study of the essential characteristics of integrative interaction as a pattern for building integrated business structures allowed to consider integration as a polygamous category from the following perspectives: as an integration of individual units, activities, functions, elements; as a structural element of social development; as a management concept of cooperation; as a strategy and tactics of market behavior in competitive environment; as a strategy for integrating efforts, actions and opportunities; as forms of association (interaction) or as a system-based business unit; as a novel management approach; as a model for creating and developing integrated structures, implementation of innovative organizational patterns; as the process that leads towards a contingence state (launching, developing, evolving, strengthening of ties); as the processes of building and developing interaction, partnership and cooperation.

НАУКОВО-МЕТОДИЧНИЙ ПІДХІД ЩОДО ВИЗНАЧЕННЯ СТРАТЕГІЇ АДАПТАЦІЇ МАРКЕТИНГУ В УПРАВЛІННІ КЛАСТЕРНИМ РОЗВИТКОМ ТУРИСТИЧНО-РЕКРЕАЦІЙНОГО ПІДПРИЄМНИЦТВА

This study argues that regional development of tourism and recreation industries is of critical significance to the interregional division of labor and participation in interdistrict exchange of products and services, only in the case of ensuring a competitive recreational product. The findings demonstrate that the specifics of a cluster development strategy application in tourism and recreation sectors in Ukraine is based on the premises that strategic planning and clustering paradigm relies upon forecasting and development planning of individual territories and businesses with a high level of tourism and recreation potential whereas a number of other region’s territories remain uninvolved in any regional projects or programs. Based on a cluster approach, the study offers a framework to enhance management support of the regional tourism and recreation businesses that will facilitate fair assessment of the current situation as well as ensure effective utilization of the resources needed for harmonious industry development. The implementation of the cluster approach in coordinating tourism and recreation business activities will contribute to creating a high-quality competitive product, thus imposing important social, economic and other implications for the region and the society. In addition, the study presents a well-grounded formalized model of building a management decision-making process in marketing-driven management of tourism and recreation entrepreneurship which allows identifying the target management function, with a special focus on the core characteristics of tourism and recreation business as well as on the priority alternatives to substantiate an effective marketing action plan to ensure social and economic performance.