Кафедра маркетингу та управління бізнесом

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Browsing Кафедра маркетингу та управління бізнесом by Author "Bilovodska, Olena"

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    Cultural environment of national economic systems as a basis for evaluating the attractiveness while entering new markets by retail corporation
    (MIND Journal, 2021) Bilovodska, Olena; Ivanchenko, Kostiantyn
    The article compares the cultural environment of Ukraine, Romania, and the United States based on Hofstede model quantifies the threats and opportunities of the cultural environment based on the list of factors: a tendency to centralization, common management style, the importance of status, importance of relations in negotiations, labor mobility, conflict resolution, modesty, perception of inequality, tolerance to new ideas, the importance of strict rules in business, short-term benefits, confidence in one's views, attitude to pleasure, social norms. A comparative analysis of business etiquette of the studied countries on seven positions: greetings, personal space, gift exchange, business cards, building relationships, negotiation, and punctuality is presented in the article
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    Digital Tools Products Promotion in Online Trade on International Markets
    (2022) Starostina, Alla; Bilovodska, Olena; Panasiuk, Yuliia
    The paper is devoted to the development of an approach for companies to justify the feasibility of using digital tools to promote products in countries that are not considered as innovative leaders, taking into account the specifics of individual product markets. Taking Ukraine for example, the possibilities of using the results of systematisation as a base of relevant knowledge for a reasonable assessment of online promotion tools feasibility are defined. The practical use of this base to justify the choice of specific digital tools in a particular product market is tested. Improved methodological approach to the analysis and evaluation of digital tools for product promotion is based on the use of their relevant choice and takes into account the parameters of the advertising campaign effectiveness with elements of influence marketing and the main motivations of consumers. The marketing research of Saudi Arabia's consumer motivation as a promising market and the study of trends in the social network market delivered basic and additional promotion tools that enhance the online promotion effectiveness, and appropriate recommendations for the use of digital tools to promote honey in the Saudi Arabian market are formulated. The results of practical testing of the proposed approach show that it can be directly used to substantiate digital tools to promote products on the honey market in the conditions of COVID-19 and the post-covenant period by companies that are not considered as leaders in innovation growth.
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    Green tourism business as marketing perspective in environmental management
    (2022) Gryshchenko, O.; Babenko, V.; Bilovodska, Olena; Voronkova, T.; Ponomarenko, I.; Shatskaya, Z.
    Environmental guidelines and principles of sustainable development are becoming increasingly popular and are a priority for most business areas. One of the widely developing eco-destinations is green tourism, which is gaining a profitable and priority status, especially for lower middle-income countries. The purpose of the article is to determine the strategic marketing support for the development of green tourism on the example of Ukraine and its regions based on an approach to its assessment in terms of environmental and tourism competitiveness.
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    Opportunities, Threats and Risks of Implementation the Innovative Business Management Technologies in the Post-Pandemic Period COVID-19
    (2022) Illiashenko, Sergii; Bilovodska, Olena; Tsalko, Tetiana; Tomchuk, Olesia; Nevmerzhytska, Svitlana; Buhas, Nataliia
    This paper is devoted to the development of an approach to substantiate the feasibility of using innovative technologies for doing business in not innovative leaders countries in the post-pandemic period considering the associated risks. The main directions and technologies of successful business activity in the conditions of the COVID-19 pandemic are defined and systematized, their main characteristics are outlined. On the example of Ukraine, as a basis of relevant knowledge the possibilities of using this results for a reasonable assessment to implementing the innovative technologies for doing business within selected areas in the post-pandemic COVID-19. Approbation of practical using this base to substantiate the choice of specific innovative technologies for doing business is performed. The methodological approach to the analysis and risk assessment of using the innovative technologies for doing business in the post- pandemic period is improved. It is based on the mathematical apparatus of fuzzy logic which allows to multifactor analysis risks of the innovative projects, considering the diverse vague effects of individual factors. This approach provides an opportunity to make decisions to justify the selection and implementation of innovative projects in the context of inaccurate, incomplete or contradictory information considering the associated risks. The obtained results prove that it can be used to justify innovative technologies for doing business in COVID-19 and post-pandemic period in not innovative leaders countries, which economic environment is characterized by incomplete certainty and high risks.
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    Positioning in the Retail Market of Grocery and Consumer Goods (Case Study: Romanian Market)
    (2022) Bilovodska, Olena; Ivanchenko, Kostiantyn
    The work is devoted to the development of practically oriented perception maps for positioning of retail networks in the set of attributes: price, recognizability, trust, convenience, quality, which allowed us to reasonably determine positioning by selected segments on the basis of objective marketing information. To do this, on the example of the Romanian market as a developing country, the authors conducted a market study of short-term demand, consumer behavior and motivation in the retail market of groceries and consumer goods by surveying 317 respondents to determine the frequency of store visits, priorities networks, motives, consumer risks and consumer loyalty. Also, authors conducted another market study of perception of retail chains by surveying 117 respondents to determine consumers attitude to existed retail chains. According to the results of the study, recommendations for positioning new networks in this market are provided. The results of the study can be used to develop strategies for positioning of retail chains in the consumer goods market while entering new markets in developing countries.