Кафедра маркетингу та управління бізнесом

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Browsing Кафедра маркетингу та управління бізнесом by Author "Serbenivska, Alina"

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    Benchmarking in the system of regional development strategy
    (2022) Ignatieva, Iryna; Serbenivska, Alina; Kucherenko, Diana
    The development of effective strategic decisions on the territorial development today requires new approaches and tools of strategic management. It is the benchmarking tools related to the search and implementation of best management practices in regional governance regarding territorial development that make it possible to solve problems more effectively and set development priorities. Achieving a high standard of living and sustainable regional development are the most important priorities of the community. The tools of benchmarking in the activities of united territorial communities, where the active community adopts experience and gained practice, and sometimes financial assistance from international institutions in order to implement their projects, are of particular relevance. Benchmarking is a tool for improving best activities and practices using the best experience in a specific field. The main aim of the study is to highlight the methodological principles of benchmarking in the analysis and formation of strategic directions of regions and to find a methodological tool that would identify the model-region as an example of best practice in a particular area of territorial strategic development. The study was based on the use of: method of comparison, generalization - to clarify and formalize the essence of the concept, correlation and regression analysis - to build multifactor regression models, to determine the model-territory for basic comparisons of different territories on key indicators, territory clusterization; graphoanalytical method - to provide clarity of the material and schematic representation of a number of theoretical and practical provisions of the study. Methods of computer processing, analysis and display of information using Microsoft Excel, STATISTICA were used for complex analysis. The information base includes statistical materials of the State Statistics Service of Ukraine, official publications of international organizations, expert assessments of rating agencies, monographs, basic scientific research of domestic and foreign authors, materials of scientific conferences, domestic and foreign publications, electronic Internet resources, etc.
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    Influence of Leadership Potential on the Effectiveness of Managerial Change
    (2023) Ignatieva, Iryna; Serbenivska, Alina; Babina, Elena
    The current article puts forward the following hypothesis: leadership potential is the key to the effectiveness of changes taking place within business structures to ensure their functioning in the markets. In this context, the authors conducted research on leadership potential of the business structures operating in Ukraine. The following objectives have been specified: 1) to analyze and evaluate the development of leadership potential at Ukrainian enterprises and develop its regulation; 2) to provide tools for the enterprise change assessment in the dynamics by means of leadership potential. Fifteen enterprises of the textile industry of Ukraine have been involved in the research. Analysis is based on a random sample of 300 respondents. The analysis of the dominance of the activated change management system conducted on the basis of resultant leadership has revealed that leadership potential is the key factor for change.
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    Innovative Approaches in the System of Regional Development Strategizing
    (2022) Ignatieva, Iryna; Serbenivska, Alina; Orel, Anna; Bieloborodova, Mariia; Bondarenko, Liudmyla
    Nowadays, the development of effective strategic decisions for the development of the business environ-ment in different areas requires new approaches and tools of strategic management. Among such innovative tools, the authors chose the position of the theory of spiral dynamics developed by Don Beck and Chris Cowan, which was based on the theory of emergent cyclic levels of existence of Clare W. Graves. Of particular relevance is the search for tools in the activities of certain areas, where the active community adopts experience and gains practice, and sometimes financial assistance from international institutions to implement their projects. It is proposed to use benchmarking as a specific methodological tool. The main aim of the study is to highlight the methodological prin-ciples of benchmarking in the analysis and formation of strategic directions of regions and search for a methodologi-cal tool that would identify not only the model region as an example of best practice in a particular area of strategic development, but also to understand which areas need some improvement to move to a more effective stage of spiral development.
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    Promotion of military tourism as a tool of socioeconomic development of a region (on the example of Kyiv Oblast)
    (2023) Havrylenko, Tetiana; Mazurets, Roman; Serbenivska, Alina; Kotsan, Nataliia
    The article provides evidences to support the notion that development of military tourism is a driver of socioeconomic growth of a region. In the present study, we used the general scientific and sophisticated scientific methods of research, including structural-functional analysis, statistical method, and comparative analysis. The study results were substantiated based on the data of the State Committee of Statistics of Ukraine, State Border Guard Service of Ukraine, State Agency of Tourism Development of Ukraine, Kyiv Oblast Center of the Development of Tourism, and materials from other scientific and official sources. We provided a definition of military tourism, which is proposed to be understood as a special kind of tourism in which the tourists can visit war-related historical sites and modern notable military objects; join the realities of the contemporary life in the military and familiarize themselves with the military experience; and participate in safe military events or historical reconstructions. We analyzed the reasons of decline in the tourist flows that occurred over the recent three years and presented the main ways of increasing them. We analyzed types of military tours offered by the Ukrainian tour guides on the domestic tourism market and studied the level of involvement of the respondents in military tourism in Ukraine. We demonstrated that military tourism is on offer in Ukraine, but against the backdrop of martial law, the internal tourism has specifics related to permits and restrictions that are in force during the war in relatively safe western and central regions of the country. Assessment of perspectives of military-tourism development in Ukraine using SWOT analysis revealed that it has many advantages, the main being the resources that can be used in creating a competitive tourism product, while the shortcomings include inaccessibility of the landmarks, absence of finances and investments, and high cost of the tours. For the socioeconomic development of Kyiv Oblast, we propose the Ukraine Undefeatable tour, having accounted for the abovementioned requirements to organizing tours in Ukraine in the conditions of martial law. The tour was developed based on the objects we selected in Kyiv Oblast. We confirmed that the development of military tourism is one of the most efficient drivers of socioeconomic growth of the region, Kyiv Oblast in particular, because it promotes increases in socioeconomic indicators of the region’s development.