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The aim of the research paper. The aim of the research paper is developing of scientific approach to assessing of the innovation activity level of restaurant business enterprise business model. The approaches to the selection of indices of innovative activity assessment are generalized and the indices of innovative activity assessment of the restaurant business enterprise business model are substantiated in the research paper for achieving the aim of the research. Analysis results. The research shows that each enterprise with its key processes is unique, and therefore it is impossible to determine the development optimal vector which is based on unique algorithm of action for almost all enterprises. The importance of updating of the restaurant business enterprises business model is very high, since it is aimed at achieving competitive success. The logic of the renewal process is based on the postulate, which changes the typical management approach, focuses on the necessity of searching the compromise between the creation of innovation value for customers and the formation of strategic flexibility. Dynamic conditions of the Ukrainian consumer market operation put forward their own specific requirements for the formation of national business models, where innovative activity is the main business model. Innovative activity of business models affects not only internal business processes, but also, in general, on the consumer market formation. Requirements for the business model are aimed at providing of the business model’s efficiency increasing were developed for grounded substantia tion of the criteria and indices of the innovation activity assessment. And its dynamic development and the system assessment criteria have determined the innovative activity of business models. Sixty experts of the restaurant business in Ukraine and Kharkiv region were involved in the development of system of indices for assessing the innovation activity of the business model of restaurant business enterprises. The experts determined the group of indices for the assessment of the innovation activity of enterprise’s business model. These indices are basis for the scientific and methodical approach to determining the integral index of the enterprise innovation activity and determining the type of reaction to the importance of the business model updating. Conclusions and directions of further researchers. The scientific and methodical approach to the definition of the enterprise’s innovation activity integral index is considered in the research; this approach is key source for the business model renewal and it can be a comprehensive indicator of the development state of the restaurant business enterprise, it is necessary to develop it and to include in the system of enterprise strategic management according to weak signals. [ABSTRACT FROM AUTHOR]

The corporation needs to define more appropriate performance criteria for measuring managers' performance and encouraging their professional development. These must redefine traditional success parameters to consider the knowledge, skills and behavioural inputs which contribute to superior performance. The aim of the article to explore and evaluate managers skills which bring success to the corporation. The evaluation embraces the identified criteria influencing the process of manager selection. Methods. It covers the entire research process including: formulating research questions; measurement (surveys, scaling, qualitative, unobtrusive); research design quasiexpermental method. The research used the result from the authors’ study of the years 2014-2017. The results of the analysis. This study examines the competency profiles of successful managers in different corporations. The paper first sets out the areas of knowledge and skill required for management certification. It identifies the basic, professional, and managerial competences that are perceived as essential for the corporation success. The paper has proposed an effective method to evaluate required competencies for better promoting the competency development of corporate managers. Conclusions and directions of further researches. Corporate governance is a process which is concerned about how corporations are managed, and which competence should have their managers for that. There are three types of competencies such as knowledge, experience, and manager's behavior when he solves tasks of the corporation. The paper analyses the most important skills within each type. The report determines criterias which evaluate the level of the corporate manager competence. A matrix of pairwise can be used as a tool for selecting the best candidates. Manager’s experience and his knowledge are two variable which we analyze. The report can be used to organize the recruiting process for managers to improve the quality of managers and ensure the prosperity of the corporation The application of a matrix of pairwise equations allows to choose a new qualified manager with high intelectual and professional potential which is based on weight coefficients and the revealed level of competence of a particular candidate. Analytical expressions allow you to track parameters such as the level of necessary experience and professional knowledge of the manager the ability to bear responsibility for the results of your work, the ability to perform complex situational tasks, the ability to risk, its orientation to the outcome, communicative and cooperative, emotional competence, flexibility, adaptability, the desire to develop, innovation, leadership and influence of the effectiveness of its managerial decisions, the ability to organize and control activities, as well as motivate and develop staff.. Furthermore, the research helps to build the personnel development strategy to activate the interaction between employees and their groups in the process of work, to develop their creativity, in the process of labor activity, enable the innovative initiatives of the workers and encourage them. It helps to regulate the interests of the employee and helps to take benefits of the corporation's stakeholders. [ABSTRACT FROM AUTHOR]

The aim of the article is to develop the theoretical foundations of mechanism based on tradable green certificates system to stimulate development of domestic renewable energy sector. Study results. Literature review of the market tradable green certificates system is carried out. The current state of renewable energy development and shortcomings of feed-in tariff in Ukraine are analyzed. The paper justifies the need of the implementation of mandatory quotas for electricity consumption from renewable energy resources, system of issuance and circulation of green certificates at the national level to promote renewable energy deployment. Theoretical foundations of the tradable green certificates system for Ukrainian electricity market are proposed. The paper describes peculiarities of price formation for electricity from renewable energy resources and green certificate in order to ensure the same conditions for different renewable energy technologies development. Organizational stages of the tradable green certificates system for its implementation in Ukraine are developed, which include: accreditation of renewable energy plants; the establishing of annual quota quotas for green electricity consumption; determination of the economic entities, who will be obliged to consume electricity from renewable energy resources and to purchase green certificates; creation of register and participants’ accounts of the tradable green certificates system; rules of purchase and selling of green certificates, fine formation under the tradable green certificates system etc. The combination of the sale of electricity from renewable energy sources by feed-in tariffs with the tradable green certificates system is proposed. The wholesale and retail electricity markets functioning scheme with combination of electricity selling by feed-in tariff and the tradable green certificates system is given. The article describes the positive effects from the tradable green certificates system introduction at the national level. In particular it will let to provide a stable demand for electricity from renewable energy sources; to form a system of reliable monitoring of generation and consumption of green electricity, which will increase the reliability of statistical information regarding indicators of renewable energy development; to create a competitive environment for economic entities, which are obliged to purchase green certificates; to create the precondition for usage of green certificates in additional mechanisms to stimulate renewable energy development outside the main tradable green certificates system. Conclusions and directions of further researches. The tradable green certificates system is a new support scheme for Ukraine, which is more difficult to implement than feed-in tariff. However, with careful assessment of criteria, which underlie in the basis of its pricing and competitive environment formation, tradable green certificates system may be a more effective economic lever that will be able to provide dynamic development of the domestic renewable energy sector. Results of the study are the basis for the development of methodological approaches for evaluation of electricity generation cost from renewable energy resources under tradable green certificates and optimal level of annually mandatory quota for electricity consumption from renewable energy resources in order to minimize the financial burden on electricity consumers. [ABSTRACT FROM AUTHOR]

The aim of the article. The aim of the article is to investigate, analyze and generalize the current trends in the strategic management in the certain chronology from the Resource-Based Concept to the Coopetition, with segregation of the main findings of the previous researchers and generalization of the opportunities to implement formed concepts and approaches at Ukrainian enterprises. The results of the research. The base of the analysis were Resource-Based View, Concept of 5Ps by Henry Mintzberg, Value Chain Concept by Michael Porter, Stakeholder Approach to Strategic Management, offered by Edward Freeman, Concept of Core Competences by G. Hamel and C.K. Prahald, the model of open innovation of H.W. Chesbrough and Coopetition Model of A. Brandenburger and B. Nalebuff. Historical overview allows to evaluate the contributions of every concept into the strategic management development and to compare their usability under modern market conditions. The analysis of the coopetition literature revealed just a few Ukrainian papers on this topic. This research is focused on the works on Coopetition which had not been presented in Ukrainian academic scholar community before. The preconditions of the appearance of coopetition were analyzed through the investigation of the evolution in the filed. The paper is constructed in the certain chronology to reveal the most influential approaches into current understanding of the competitive advantage nature. The research starts with the Resource-Based View and its founders and went deeper in the analysis of the Edith Penrouse’s contributions into strategic management development. She was the scientist who mentioned that abilities or competences of the firm, nonmaterial resources, knowledge and their combinations can be the source of innovations and market dominance. Other scientists made the efforts to structuralize the industry and decision-making process to allow the forecasting and management of the future state to be possible. In this connection we should mention the concept of Henry Mintzberg and Michael Porter’s Five Forces Model and Value Chain framework. The overview of the integral concept of Henry Mintzberg allows assuming that it can be used nowadays, as it’s general and diverse at the same time. Value Chain concept of Michael Porter gave a lot insights to the strategists; we should mention the Porter’s idea about «cohesion» became a source of synergism in the value chain later; then the appearance of Net Value concept which at some point sprang the coopetition appearance, and of course, Global Value Chain concept. Stakeholder Approach to the strategic management offered by Edward Freeman solved the problems of the Porter’s model (e.g. the absence of the community force) by structuralizing the goals balanced zone and became one of the most well-known among the strategic and project managers. This approach was assuming the alliances with the stakeholders as an option to create win strategy. Core Competence Theory offered by C.K. Prahalad and G. Hamel brought new paradigm in the strategic management, which had changed the focus of strategist’s attention from the firm’s resources to the firm’s core competence as the fundament of competitive advantage of the firm. They offered the resources leverage and coopetition as the ways to increase the resource mobility of the firm. But the work of A. Branderburger and B. Nalebuff imported the clarity into the understanding of the successful strategy nature through the examples of the leading world companies. The structure of Five Forces Model assumes that to build win strategy it’s possible and recommended to unite the efforts with the other forces - customers, suppliers, companies-substitutes. But A. Branderburger and B. Nalebuff offered to go further and to unite with the competitors. This revolutionary mindset was named as «co-opetition» or «coopetition» as it combines cooperation and competition at the same time. While the companies compete at the markets, they cooperate in one or more elements of Value Chain to get the technology breakthrough. According to Open Innovation Model by H.W. Chesbrough it is the innovations diffusion required to keep the core competence or value. Conclusions and directions of futher researches. The generalization of the theories was made that allowed constructing the comparison between concepts, focusing on their usability in modern times. Main scholars of Coopetition Research Schools were presented and the discussion about the coopetition phenomenon has been started in Ukrainian. The perspectives of using Coopetition as a strategy were suggested as one of the most promising alternatives for the industrial development. The cases of the world leading companies were presented in the paper to demonstrate the effectiveness of the coopetition strategy. [ABSTRACT FROM AUTHOR]

The aim of the article. Development of regional economy potential is a sophisticated and dynamic process which depends on many external and internal factors. The increase in quantity of knowledge intensive and innovation products is considered to be one of the indicators of competitiveness and positive development of national economy. The aim of the paper is to analyze the impact of innovation activities on the environment and economic development of the national economy. Panel data analysis for 25 Ukrainian regions was used to estimate economic development - innovation relations. There was used panel data for per capita incomes, innovation expenditures, stock of fixed capital and non-renewable energy resources consumption covering the period from 2005 to 2013. There was performed a Hausman specification test and results were in favor of general least square random effect regression for data analysis. The results of the analysis. The results suggest the presence of direct links between population incomes, innovation expenditures and nonrenewable resources usage. The article states that Ecoinnovations do perform a role of fluctuations in economic systems development and may result in different unexpected effects including the growth of air pollution or increase the rate of non-renewable resources consumption. The empiric research shows that annual increase of innovation spending on ten million UAH leads to an increase in non-renewable energy resources consumption on 8.7 million tons in a region. The innovation expenditures with minimal effect do increase the missions of air pollutants. The paper states that one of the reasons of negative innovation expenditures impact on environment situation in Ukraine is due to the fact that the core of Ukrainian industrial production (before the war and social and economic crisis) was associated with mining, mechanical engineering, metallurgical and chemical products. A significant number of additional innovations in above mentioned sectors were related to environmental pollution due to the existence of rebound effects. It is underlined that any negative resource fluctuations are reflected in the memory of ecological, economic and socio-economic systems through incorporating adaptation and/or bifurcation mechanism of development. Also the increase in number of innovations by domestic enterprises is correlated with the growth of non-renewable energy resources consumption. Conclusions and perspectives of further research. The increase in innovation expenditures do statistically significantly increase with minimal absolute effect the air emissions per one square kilometer. Also the same is true for non-renewable energy resources consumption and the higher the innovation expenditures in a region the more of non-renewable energy resources is consumed. The perspectives of further research are related with more deep analysis of innovations and innovation expenditures classification, since not all innovations presented by official data are true innovations and moreover they not related to eco-innovations. In general it is eco-innovations would include new or modified process, technologies, and products which contribute to environmental sustainability and minimize damage to water, air and soil. [ABSTRACT FROM AUTHOR]

The aim of the article. Sales promotion is a broadly used instrument of marketing communications. Although manufacturers are obviously more interested in promoting their products, significant part of promotions seems to originate at the sales point. The aim of the paper is to study the features of sales promotion application in Ukrainian nonfood chain stores. The results of the analysis. The research presented in this paper is focused on sales promotion in personal care stores that operate in Ukraine including Watsons, Cosmo, Eva and ProStor. Data on more than 2 700 promotions was collected and analyzed by author to study the stores' policy regarding sales promotion. Several methods of statistical inference including two-way ANOVA were used. It was discovered that sales promotion policy of analyzed stores, despite of the same field, vary vastly by several parameters. Thus, although retailers altogether tend to use discounts over quantity promotions, some of chain stores apparently use quantity promotions significantly more often than the others. Since retailers can't change quantity of product in a package, they usually offer discounts on condition that consumer buys several products, that are usually framed as so-called BOGOF («buy one, get one free») promotions, «2+1», etc. Hence quantity promotions induced by retailers generally imply relatively big monetary incentives (i. e., 25, 33, 50%). According to this study, average depth of retailer's one item discounts is (5,86 ± 1,1)% less than depth of quantity promotions. Overall depth of monetary promotions (both discounts and quantity promotions) also depends on retail chain. While Kosmo and ProStor offer consumers 20% discount most of the times, Eva and Watsons propose 25% discount more often than any other. But discount at Watsons, unlike other store chains, are rarely raised higher than 25%, hence Watson's promotions have the lowest depth on the average. Differences among retail chains indicated in sales promotion policy are valid for both retailer's private labels and manufacturers' trademarks. But there was also discovered a significant difference between promotion's depth of private labels and other brands in two of four studied retail chains (Eva and ProStor). Products under private labels usually have lower prices as the main competitive advantage and higher discounts may support that advantage as well. Moreover, retailers are evidently more interested in promotion of their own goods. Yet depth of discounts on private labels wasn't found significantly different from depth of discounts on other brands at retail chains that operate longer and have strong brand names themselves (Watsons and Kosmo). Conclusions. Presence of significant difference among retail chains promotion's depth considered as a strong evidence of relative independence of retailers in decision making regarding the type and depth of the promotion of any brand (not only private labels). Generally depth of promotions is higher for private labels, arguably due to positioning and higher profit rate. Yet retail chains that operate longer seem to maintain depth of all brands on the same level. Further research should consider relations between depth of promotions and brand awareness, brand positioning, etc. For better understanding of retailer's promotion policy loyalty programs should be analyzed and compered. [ABSTRACT FROM AUTHOR]

The aim of the article. The aim of the article is to define and propose the directions to solve the recent problems of financing public ecological services in the conditions of fiscal decentralization. The results of the analysis. This paper analyzes the decentralization reform impact on the possibilities of local authorities to finance the public ecological services in Ukraine. Advantages and threats of decentralizing reform are defined on the basis of theoretical vision of fiscal federalism in different state structures. The authors assessed basic central government documents in which the strategy and tactic of development. The lack of particular measures that are directed to the sustainable nature use on state level is defined. In practice, this means transference of financing powers from central to local government. Such process needs to be conducted with respective changes of financial flows directions and establishing effective forming and distributive tools. Traditionally, one of such tools, which are most appropriate to accumulate public environmental funds, is ecological tax. The study revealed that the enhancement of general fund of local budget revenues by local tax make the Local Environmental foundations' work impossible. Another initiative of central government is to transfer more than half revenues from the tax to the regional level. Such decision will be practicable only if impartial, formula based mechanism of subsequent allocation of funds between basic local authorities is developed. Scale projects now are funded by regional authorities. Authors proved that the better way to finance public ecological services on complementary basis is the local authorities' cooperation. One of the advantages of such cooperation is the considering of the opportunities of self-taxation. This voluntary fiscal tool in Ukrainian European future must be stable source for financing of public ecological services. Decentralization reform also provides for the official consolidation of local authorities which meets lots of resistance from communities. To overcome obstacles and make it really voluntary there are propositions to account natural marks and distributive criteria basing on ecosystem approach. The analysis of financial autonomy of local budgets shows that the prior part of local public revenues continues to form by intergovernmental fiscal transfers. For the purpose to provide sustainable development of communities authors propose to include ecological components into the system of budget equalization and compensation. This paper proves the inadequacy of horizontal equalization procedures for management of the system of general territorial nature use. The main reason for it is the inferior fiscal potential of the state environment tax and payments fixed attached to the local budgets. On the contrary, establishment of the ecological subsidies to the budget management allows to finance the local projects of expanded reproduction of territory and its ecological infrastructure. To resolve this problem authors propose to assess the quantity of ecological subsidy basing on the next parameters: the amount of population of rated community (political unit); the financial standard of budgetary provision of ecological services, compensate coefficients. The compensate coefficients must be individual to particular territory and take into account the ecological degradation pace, the efficiency and experience of ecological public program implementation, the tendency of degradation of independent nature components that is in keeping with existent levels of man's impact, the particularity of ecological service provisioning in exclusion zone. Conclusions and directions of further researches. To summarize, reform of fiscal decentralization in Ukraine is really needed and has opportunities. But it needs prudence and accurate economic ground. Cooperation and consolidation of communities on the basis of common interests and needs of sustainable development lead to improve the Ukrainians' life quality and to increase the efficiency of public services provision. The applications of vertical fiscal compensation procedure allows to equivalence allocate budget revenues and ecological expenditures. But the methodology of ecological self-taxation, assessment and distribution of subsidies need further researches. [ABSTRACT FROM AUTHOR]

Sales promotion is a significant part of firm's marketing activity, especially in the modern state of Ukrainian economy, when prices are growing fast and consumers are becoming more sensitive to the price changes. But firms are becoming more careful about their expenses too. So now it's exceptionally important for firms to evaluate properly effect of the sales promotion. Nowadays not only total effect of sales promotions is the subject of scientists' and firms' interest but factors that contribute to it. Decomposition of sales promotion effect allows us to understand which factor is responsible for sales enhancing and what to expect in future periods. World economists are already developing the issue of decomposition of sales promotion effect. Started by S. Gupta topic is being discussed for more than 20 years. Despite of that, Ukrainian scientific literature remains silent about decomposition of sales promotion effect. There are no strict terms in scientific Ukrainian language for labeling certain basic concepts that are used in articles of foreign colleges. The aim of the article. The aim of the article is to form such terminology in order to bring broad discussion of decomposition of sales promotion effect into both Ukrainian science and practice. Following terms were considered in the paper: primary demand, secondary demand, purchase incidence, purchase quantity, cross-period effect, category-expansion effect, brand switching, store switching and category switching. The results of the analysis show that strict translation into Ukrainian is not always a good choice because of several reasons. There was discovered that some terms are already used in Ukrainian literature in different meaning. For instance, term «secondary demand» is already used in Ukrainian literature for describing demand for a product that depends on demand for other product. The same problem occurs when translating term «category-expansion effect» in Ukrainian as «categoryexpansion » which means firm's activities aimed to bring to the market new product using already known brand. Other terms, although don't seem to have different meaning in Ukrainian, can't be translated easily without using complex phrases that are difficult to use. As the conclusion we can claim that because of the reasons mentioned above, Ukrainian scientific language requires its own terminology for discussing decomposition of sales promotion. Such terminology was proposed in the paper. [ABSTRACT FROM AUTHOR]

The aim of the article is research of matters concerning substantiation of information ecology’s concept as one of the priorities in contemporary scientific discourse and its applied usage in processes of forming and realization of the modern state information policy, argumentation of importance and necessity of prospective directions regarding its elements implementation’s accentuation in modern practice of Ukrainian public administration. The results of the analysis. Nowadays state information policy is a complicatedly structured and multifold direction of the Ukrainian public policy. Necessity and urgency of appropriate measures’ implementation are substantiated by the author, as well as insufficiency of proceedings and papers concerning problem of information ecology in native scientific discourse are pointed out. The approaches of foreign researchers regarding understanding and interpretation of this phenomenon are described here. Conclusions and directions of further researches. The problem of further development of our state is a comprehensive, multiple-factored and complicatedly structured objective which demands an innovative approach to forming and realization of the public policy in all directions, branches and fields that is able to respond appropriate to the challenges and provide requirements’ accomplishment faced towards Ukraine under modern transformed and reformatory conditions of globalized world. Taking into consideration the above mentioned, particularly actual reveals establishment of constant and effective interaction of public authorities as well as public officials which occurs on information level, whose construction should correspond to the aim, objectives and results of their activities. In case of lack of appropriate information identification of administrative aim and goals becomes impossible as well as correct evaluation and setting a stress on problem issues, modeling of certain situations, making of corresponding administrative decisions, control of their fulfillment etc. The mentioned problems has to release a new, innovative aspect of the modern state information policy – information ecology, which notion incorporates an interdisciplinary approach to construction of correlation between administrative subjects and objects under conditions of transformation changes and qualitative conversions of the public-administrative system in Ukraine. Processes of interference, interaction and reciprocal stipulation of the factors, which are determinative for modern conditions, contribute to enlargement and penetration of categories, specific for certain objective fields, in other fields and spheres of social life, which meanwhile at first sight are totally unusual for them. That’s why the processes of scientific, cultural, educational etc. ecologization have a rash development according to challenges and threats of the modern world, its further improvement and evolution. Definition “ecological” shifts the accent towards humanity regarding objective fields, used in conjunction with it. It foresees implementation of arrangements concerning preservation, guarding against damaging, reduction or full neutralization of negative occurrences’ risks taking into consideration modern stage of social development. Under such conditions the necessity and urgency of ecological approach become more significant and expressive due to conceive all processes and events, which occur in objective fields of information, communication and other connected spheres. We consider that information ecology’s problems must be widely adopted and get the status of universality whose task should be plurality variants’ reduction, implementation of exact and understandable cooperation algorithms which can minimize or neutralize obvious, latent or probable factors that under certain conditions are able to predetermine beginning of negative manifestations and consequences in corresponding subject spheres taking into consideration socially-humanistic principles. That’s why we consider that ecological factor has to play a vital part as a catalyst that is called to provide adequate balance between universality and plurality under conditions of globalization and integrity processes, because social problems and corresponding administrative decisions always appear in every concrete situation that demand special study and usage of appropriate instruments, tools and methods on its different hierarchic levels – from the local till the intergovernmental, and in separate cases even supragovernmental one. Prospects of further scientific studies concerning this matter may be scientifically-theoretical as well as scientifically-practical researches and elaborations whose content will reveal an applied aspect of innovative approach realization concerning interpretation of information ecology in information policy, realized by the Ukrainian government, its influence’s evaluation within further evolution of this sphere and consequences of its usage under modern conditions of social development. [ABSTRACT FROM AUTHOR]

The aim of the article. The paper describes the particularities of construction of scientific and methodical approach to the environmental risk assessment for different types of economic activity in Ukraine. The result of the analysis. It was roved that the environmental risk assessment in the current economic conditions must be taken into account at the same time not only the probability of occurrence of adverse events and the possible level of damage caused by their implementation, but also the degree of deviation from the desired outcome and costs of economic agents aimed at environmental protection. The integrated consideration of the above aspects provides an assessment of all quantitative characteristics by which it is possible to describe environmental risk, namely: environmental pollution indicators, the volume of losses that occur in case of disturbance of the requirements of environmental legislation and indicators of the characteristics of nature protection measures. It was found that the modern methodological basis for assessing environmental risk should be based on a comprehensive description of aspects, namely: the volume of environmental pollution (from stationary and mobile objects) within each type of economic activity; the extent of damage to the ecosystem of the country or region, as well as to its citizens; levels of non- attainment of environmental risk to the maximum value, as well as tools that minimize this risk within the limits of the magnitude of preventive measures. It was proposed the qualitative grading of the levels of environmental risk in terms of types of economic activity that allows to determine the existing degree of danger and to form the most priority measures to minimize environmental risk. It was determined that the formalization of environmental risk must include three components: the probability of adverse events, the monetary evaluation of losses, the degree of deviation from the desired result, and it should be adjusted to the level of environmental protection measures. Mathematical formalization of the proposed complex index evaluating the environmental risk for different types of economic activities consists of five stages: 1) forming the input array of relevant indicators of environmental risk characteristics; 2) bringing the test indicators of environmental risk assessment of comparable type using the normalization of Harrington; 3) the formation of normalized integral index of environmental risk evaluation in the region in terms of characteristics of contamination volumes; 4) calculating the environmental risk assessment as a quantitative estimation of the measure of deviation from the desired result and their normalization by the Harrington method; 5) adjustment of integral index of environmental risk assessment for capital investments and operating costs in the line of environmental protection measures. A practical level of identification of environmental risk for different types of economic activity in Sumy region was performed. Conclusions. It was established that such production facilities as JSC Sumykhimprom (chemical industry), JSC SNVO (engineering), subsidiaries of JSC Ukrnafta (oil refining industry) and numerous farm enterprises execute a basic destructive impact on the ecology of the region. In turn, public utilities of electrical and water supply also contaminate the environment a lot, which is a common problem for Ukraine and is unacceptable for state-owned enterprises. The implementation of the proposed scientific and methodological approach showed that the highest level of environmental risk in the Sumy region is for mining industries, the development of quarries, as well as agriculture, forestry and fisheries, while the least dangerous are public administration and defense, and social insurance. [ABSTRACT FROM AUTHOR]

The objective of the article. Dynamic global and domestic economic environments, crisis, and transformation phenomena associated with the European integration processes in Ukraine necessitate regular monitoring of the overall economic situation in the country, as well as taking into account characteristics of the product and the media markets in order to improve companies' marketing communications. The main objective of the paper is to analyze and identify key factors and trends in marketing communications of Ukrainian firms. The results of the analysis. It is proposed to group the factors influencing marketing communications transformation by their origin, such as the environment, the firm and the modern global consumer. Among environmental factors, the following are selected as the most important: 1) macroeconomic situation in the country, 2) development of the product market, 3) state of the media market, 4) features of marketing development. Each factor is profoundly analyzed. Ukrainian economy has been stagnating over the last few years, with a trend of modest growth by the end of 2016. Slowdown of export, restructuring of the banking sector, the military conflict in Eastern Ukraine as well as Russian trade restrictions imposed in 2016 have had the most negative effects on it. Purchasing power of the population decreased dramatically in 2015. Pessimistic forecasts about further deteriorating of the quality of life are well-grounded. During 2014--2016, all the marketing activity in Ukraine was taking place in complicated conditions due to the sharp drop in purchasing power, loss of customers from Crimea in 2014 and increased migration in 2015, and the rise in prices for imported goods and services. Wholesale volume of Ukrainian enterprises in 2015 fell by 12.8% compared to 2014; retail volume by 20.7%. Further development of trade and, therefore, marketing communications in Ukraine depends on many local factors, the main ones being: 1) political conflict resolution; 2) economic recovery; 3) restoration of consumer confidence in bank lending; 4) increase of consumer income. Internet is stated to be one of the most promising channels of retail sales in Ukraine. Media environment in the country is becoming more fragmented along with the escalation of the crisis in Ukraine. Currently, the dominant marketing communication channel is television. In 2014-2016, the main marketing trends in Ukraine were: impact of globalization, shift to a non-market sector, concentration of manufacturing, dependence on the business size, active development of the "B2C" sector as opposed to "B2B", undervalued and non-systematic marketing, short-term strategies, and limited marketing functions, lack of flexibility and consumer research. The level of marketing communications development in Ukraine, based on the share of spending on communications in GDP and the level of local service agencies efficiency, remains low. In 2015, the volume of advertising media market in Ukraine slightly decreased compared to 2014, while the growth forecast for 2016 is at least 12%, with the market volume expected to reach 10 billion UAH. Spending on Internet advertising increased the most (by 11%). The article outlines recommendations for Ukrainian companies regarding the improvement of their marketing communications tools. They are advised to intensify Internet marketing as the most promising marketing tool and use low-cost communications technologies (viral content, co-marketing and buzz) alongside traditional tools to ensure interaction with wider groups of consumers. Conclusions and directions for further research. Globalization, informatization of society and European integration of Ukrainian enterprises are of particular importance to the effectiveness of marketing communications of the latter. In the conditions of political and economic crises, stagnation of trade and reduced purchasing power in Ukraine there is a clear need for optimization of companies' marketing communications based on the results of ongoing monitoring of key market environment factors. The main origins of factors influencing marketing communications transformation are the environment (including European integration and globalization processes), the company and the consumer. Such factors include: 1) macroeconomic situation in the country, 2) development of the product market, 3) state of the media market, 4) features of marketing development. As the result of the research, we recommend intensification of application of low-cost technologies and Internet marketing in companies' marketing communications, which will improve the speed and efficiency of information exchange, provide unconventional approaches and access to effective marketing tools. [ABSTRACT FROM AUTHOR]

The aim of the article. The paper's objective is to improve and further develop scientific aspects in study of consumer behavior in the field of education. The results of the analysis. The paper covers four stages of formation and development of such a science as Consumer Behavior starting from odd philosophical trends in middle ages and ending with emergence of an independent science in mid 1950-s. The author offers methods for assessment of consumer behavior in the field of education based on three-level behavioral response model. A system of indications for assessment of consumer response in the field of education has been developed. To assess level of awareness with regard to choosing marketing as one's major, a survey of opinion of schoolchildren and their parents has been performed. It turned out that most schoolchildren knew next to nothing about marketing or thought it was something connected with advertizing only. Their parents, on the contrary, understand the essence of marketing fairly well and associate marketing with customer attraction, product distribution, advertizing and prediction of sales volume. The factors affecting the choice of an educational institution have been determined separately for school children and their parents. Using correlation coefficient, it was determined that entrants and their parents base their choice of an institution of higher education on similar factors. The amount of money, which parents are ready to pay for education of their child in the institution of higher education, was estimated. The author has also analyzed response of the Odessa National Economic University to advertising, opinion on the type of educational institution (specialized or non-specialized) and influence of reference groups on the choice of educational institution. The following main target segments of consumers have been identified: consumers concerned with the image of the institution of the higher education; consumers interested in obtaining a higher education diploma in any major, and consumers eager to obtain creative education. Students of the Odessa National Economic University have been polled, and their level of satisfaction with educational process has been assessed according to the following criteria: methodological material, applied marketing programs, lecturing techniques, seminar techniques, practical training base. According to the polling results satisfaction/importance matrix has been created. It turned out that the analyzed parameters were found in zone 1, where the satisfaction/importance correlation was over 1. It was analyzed whether students' expectations were met upon entrance to the institution of higher education, and it was determined that expectations of 75% of respondents did come true. One of the reasons of unmet expectations is that the main specialized subjects are studied in the 4th year. That is why many students are dissatisfied because they do not understand why they should study humanities and general economic subjects. Thus, a phenomenon of students' "inaccurate" expectations occurs, since they wish to obtain education in marketing only through study of marketing subjects. Conclusions and directions of further researches. The author suggests ways of increasing the entrants' awareness level and students' satisfaction level, including creation of a website for the marketing department with separate sections for entrants and students. Further research shall involve comparative analysis of certain measurements of consumer behavioral response to marketing techniques of various institutions of higher education in Odessa. [ABSTRACT FROM AUTHOR]

The aim of the article. The aim of this study is to develop the selection technology of the enterprise business model in conditions of market dynamism and uncertainty, as well as testing of this technology at a specific enterprise according to the method of situational analysis. The results of the analysis. Economic development of modern markets is characterized by the fact that almost all the enterprises experience significant dynamics and a high degree of entropy, which complicates the decision-making process. As the basic unit of the economy, the enterprise should respond correctly to new objective challenges, including: instability of global financial markets, business intellectualization and acceleration of scientific-technological progress with simultaneous strengthening of environmental demands to economic systems, increasing of competition and its transition to a global level, rapid change of consumer demands and individualization of consumer proposal, increased attention to corporate responsibility towards society and so on. Obviously, the important task of modern enterprises becomes a justification of business organization model, which is selected in accordance with the established potential and the aforementioned challenges. The authors have developed a selection technology of the enterprise business model, which involves the combination of scenarios use, strategic alternatives matrix, SWOT-analysis and the method of «decisions tree» during the implementation of the following steps: − generating of alternative scenarios of enterprise business models with the help of strategic alternatives matrix. Previously prepared analytical materials are used in the preparation of scenarios. Creating a scenario involves the following steps: determining a time interval formulation of the events, verbal interpretation of their essence, their quantitative assessment; − choosing the type of scenarios and scenarios selection criteria for business modeling of enterprise activity; − making verbal description of the nature of each strategic alternative and their SWOT-analysis; − organization of expectations market research and preferences of target consumers. This is a «field study», which is carried out in order to collect additional primary data, processing of which will provide grounds for a decision making at a later stage; − economic evaluation, drafting of objectives tree and the choice of acceptable business model of the company. The paper tested the technology at a particular investigated enterprise. Domestic instrument-making enterprise Ltd plant «Elektronpobutprylad» was chosen as the object of study. We used the following methods of research in the paper: SWOT-analysis, scenario-analysis, objectives tree, the matrix method. Conclusions and directions of further research. Nowadays, in a dynamic and unpredictable environment, many business models of domestic enterprises have lost their efficiency and competitiveness. Local enterprises, which used traditional business models, suffer losses and drop out of the market. Conversely, a number of business models, not topical in the pre-crisis period, were highly effective during a crisis and provided enterprises, which use them, with new opportunities for growth and development of business. The authors have developed a selection technology of the enterprise business model, which involves the use of the combination of scenarios, strategic alternatives matrix, SWOTanalysis and the method of «decisions tree» in the implementation of five main stages (from generation of scenarios to their economic evaluation). The application of this technology in practice will provide instruments for Ukrainian enterprises, concerning justificated selection of a new business model according to market trends and set goals of development. Testing of this technology at a specific investigated enterprise by the method of situational analysis proves the validity of the proposed technology of business model selection to ensure efficient intentionally directed adapting of enterprise to dynamic market conditions. In the next studies, the authors plan to develop this technology in accordance with the objectives of multi-profile enterprises, diversification of which complicates the selection of one business model for all areas of the enterprise activity. Portfolio management of the enterprise business models will be the subject of the authors further research. [ABSTRACT FROM AUTHOR]

The aim of the article. The paper presents the research results that specify current institutional determinants in rural entrepreneurship development. The establishment of rural entrepreneurship is a key factor in rural economy revival, as well as, Ukrainian identity in particular. To reduce the impact of institutional barriers in business development, mandatory would be to consider the existing legal, economic, political, social canons, requirements and regulations. On the one hand, the components hereof will increase business efficiency, and on the other hand they will contribute to opportunistic behavior of economic agents when signing contracts or executing them. Therefore, coordination of external (formal) institutions and internal (informal) institutional elements will improve the conditions for entrepreneurship development and rise business economic efficiency in particular. The article is aimed at determining institutional impact on the development of rural entrepreneurship and justification of areas in order to overcome barriers of institutional character to form strategic goals of strengthening economic business performance. The results of the analysis. The paper highlights basic premise for creating institutional framework of rural entrepreneurship. It is proposed to consider institutional entrepreneurship environment in rural areas as a specific infrastructure designed to facilitate efficient operations, rapid product turnover, company positive image formation and innovation implementation in economic activity. The main problems of institutional environment in assessing rural entrepreneurship are associated with a limited amount of statistic information. The existing methods do not allow determining of entrepreneurship institutional determinants in rural areas or on that basis to justify innovative directions for each structure further operation. Therefore, the author proposes to use a method of constructing multicorrelationregression model and poll results. Analyzing the parameters of correlation-regression model it was determined that business economic situation 80,3% depends on these institutional determinants and 19,7% on other undetermined factors. When planning and implementing innovative technologies, rural entrepreneurs must also take into account the effect of such factors as legal government innovation, the amount of transaction costs, «the rules of the game» in the market, as well as, the formation of company financial and credit supply. The author found the major reserves for business improvement that mark the reduction of negative impact of government institutions. Conclusions and directions of further researches. Thus, the implementation of highlighted methodological approaches to estimating the impact of institutional determinants of rural entrepreneurship development allowed conducting a comprehensive analysis of the major problems in operation. The research results prove that the most favorable determinants of economic impact on state businesses should be considered the transaction cost reduction, proper legislation and support of rural entrepreneurs from the state. The prospects for future research should be oriented towards finding a reasonable institutional mechanism that will improve the efficiency of business activities in rural areas. The development of the innovation management methods of rural entrepreneurship structures will balance the effect of institutional «traps». [ABSTRACT FROM AUTHOR]

The aim of the article. The aim of the article is to develop a process model of exchange controls as controlling tool that is able to increase the transparency of information flows, reduce paper-based and the risk of mistakes in the calculations and, consequently, allows minimization of losses due to penalties imposed by public authorities for violation of the legal requirements of currency controls. The results of the analysis. This paper highlights the weaknesses of information exchange that traditionally accompanies the process of exchange controls at Ukrainian machine-building enterprises such as opacity and complexity of information flows, a significant amount of duplicate data flow, low use of computer capabilities while performing calculations, lack of clear division of responsibilities and, as a result, frequent mistakes. Mistakes cause violation of the terms of foreign exchange payments, which entails the payment of penalties imposed by state regulatory agencies. The author has developed schemes of information flow and business process of exchange controls that describe model of exchange controls, which is traditionally used in the workplace. In order to improve the efficiency of the exchange process at domestic machine-building enterprises authors propose an alternative model of the process based on the use of a single integrated electronic database. Its advantages are the simplification, transparency, information flow, reduce workflow between departments and divisions, reduction the number of employees involved in this process, a clear division of responsibilities, minimization the risk of mistakes in the calculations. Effects of the proposed process model of exchange controls, in the author`s opinion, will reduce costs associated with this process through prevention of fines, penalties and other sanctions by limiting public bodies, improve understanding and confidence in dealing with the servicing bank and foreign contractors. It could be expected that this results in multiplier economic effect. Conclusions and directions of further researches. Thus, necessary condition for the effectiveness and efficiency of maintenance of exchange controls at machine-building enterprises is the development and use of a single integrated electronic information system as controlling tool. It is the center of information exchange between structural units and can eliminate the weaknesses and problems that exist at enterprises and associated with currency calculations, which in turn have a positive impact on the effectiveness of foreign trade enterprises. It is advisable to develop a methodical basis of calculating the economic efficiency of the project of the application of controlling to the process of exchange controls on domestic machine-building enterprises in further studies. [ABSTRACT FROM AUTHOR]

The aim of the article. The aim of the research paper is studying scientific and methodological foundations of trade enterprise adaptive potential complex assessment with taking into account industry characteristics of their functioning. The results of the analysis. The complex assessment methodology for adaptive potential of trade enterprise is elaborated; it bases on the system of multicriterion assessments of its resource potential and dynamic abilities and allows identifying of the level of trade enterprise adaptive potential. Criteria of sufficiency, mobility and efficiency are proposed for assessment of resource component of adaptive potential. Sufficiency is defined as compliance with standard actual magnitude of potential with taking into account the economic activity level; mobility is the speed of changes, efficiency is quality characteristics of trade enterprise resource potential. Comparison of actual values of indices is proposed for calculation criteria of sufficiency, mobility and efficiency of potential realization. These indices reflect the absolute value, rate of changes, potential efficiency and profitability of the use of trade enterprises local components of the resource potential with basic values which are relevant average industry indices during certain time period. Infrastructure abilities, learning abilities and managerial reconfiguration abilities are defined in the structure of dynamic abilities. The objects of infrastructure abilities are resources and processes of their involvement and coordination for solving of operational and strategic tasks of trade enterprises. Learning ability is defined as the willingness of staff to acquire the knowledge needed for adaptation of trade enterprises to the new conditions and use of knowledge in economic activities. Managerial reconfiguration abilities are associated with monitoring of the market situation and necessity understanding and choosing transformation methods of existing system of resources and competencies for strategic goals achieving. Comparison of actual values with their maximum possible indices according to expert evaluation is recommended for abilities’ level determining. Calculation of the integral index of trade enterprise adaptive potential is proposed conducting with use of radar method, which provides division of the circle at equal sectors whose number corresponds to the number of indices which reflect the state of resources and dynamic abilities of the entity. Conclusions and directions for future researches. The level of adaptive potential according the selection of trade enterprises is determined as a result of the research. It is concluded that retailers compared to other trade enterprises have higher adaptive potential and it should be considered during the adaptation strategies forming and substantiation of adaptation measures portfolio for trade enterprises. [ABSTRACT FROM AUTHOR]

Organizational-economic mechanism of economic safety management for foreign economic activity of machine-building enterprises, which includes management principles and stages of economic safety management for international economic activity of machine-building enterprises, is presented in the paper. The aim of the article. The aim of the article is formation of economic safety management for international economic activity of machine-building enterprises. The results of the analysis. It is noted by authors that management of economic safety of FEA of machine-building enterprise has to include development of principles of management, structure of the organizational and economic mechanism of management, functions, administrative decisions which together lead implementation of basic task maintenance of sufficient level of FEA economic safety. In the research it is noted that combination of principles of economic safety, economic activity in a uniform complex allows to influence the formation of the purposes of the company and to make reasonable administrative decisions. Operation of organizational and economic mechanism of management as economic safety of FEA of machine-building enterprise needs to be considered as the activity directed on achievement of the objectives of management, and to determine by criterion of a condition of such mechanism level of economic safety of FEA. In the paper stages of management are offered by economic safety of FEA and divided into two main components which are the analysis of economic safety of FEA at the enterprise and measures for its increase and supports. Thus, analysis of economic safety of FEA provides collecting and data processing on main aspects of economic safety, its quantitative and qualitative analysis, and actions on increases and maintenance of economic safety of FEA provide a choice and justification of maximum permissible level of economic safety of FEA a choice of instruments of increase and maintenance of level of economic safety, formation of versions for administrative decisions. Conclusions and directions of further researches. Summing up, it should be noted that a distinctive feature of the organizational and economic mechanism of management of economic safety of FEA of machine-building enterprise is its basic element of object of influence, namely foreign economic activity and management process happens on the basis of previously carried-out assessment of level of economic safety of FEA on the basis of which are accepted administrative the decision on a choice of activities. The offered stages of management of economic safety of FEA of machine-building enterprises allow to operate more rationally processes of the analysis and a choice of the most expedient activity of the enterprise, and also to define possibility of transition of the enterprise to activity in the direction of FEA which purpose leadership in the market and maximize profits. Results of this research can be used in further scientific developments which will be connected with an assessment of level of economic safety of FEA of machine-building enterprise, formation of strategy and measures of ensuring economic safety of foreign trade activities. [ABSTRACT FROM AUTHOR]

The current stage of the global banking system development takes place in an increasingly competitive environment and unstable financial markets. One of the key factors of bank's successful development is a policy of continuous innovative behavior. Nowadays innovation is a key factor of bankingnstability, competitiveness and sustainable growth. The aim of the article. The main goal of this article is to examine key trends of banking innovations and innovative in Russia. Experience in the development of new banking products, services and technologies in the Russian market is mainly based on international practice. Noteworthy is the fact that Russian banks take over not only the successful practice of new product lines, but also information technology as well as key methodological aspects of bank management and the technological aspects related the business processes. The results of the analysis. Innovative policy in the credit institution must not take place spontaneously. The positive effect of innovation can be achieved only if there is the possibility of managing the innovation process, which is not possible without a clearly highlighted definition and characteristics of banking innovation, which at least would allow distinguishing of innovation and modification. The paper describes the main aspects of the morphology of banking innovation with the detailed classification depended on the variety of attributes from its origin to the direction of action and highlights the major trends of current banking innovation, such as: development of information and cyber technology (and hence the possibility of the emergence of computational complexity and risk prediction models, the development of information security tools, etc.); implementation of customer-oriented model as the best practice; optimization of its own business processes. The article shows a number of real examples of each kind of banking innovation including the innovations in the non-traditional market segments (business insurance, financial leasing, real estate investment, trust operations), innovations of the monetary and financial markets (derivatives market), innovations on traditional segments of capital market (increasing of the efficiency of financial intermediation, certificates of deposit, bonds with floating interest rates, etc.) and tries to explane the sufficient interdependence with the IT-Sector. The paper also considers such products as Siebel CRM, FICO Score, SaS, Diasoft, internet banking, etc. Conclusions and directions of further researches. The classification and the main trends of innovations on Russian banking sector allow to see certain patterns of occurrence of innovation activity and highlights the direction of innovation strategy based on the predominance of a certain types of innovation. Further investigations will examine the diffusion process of different types of banking innovations. [ABSTRACT FROM AUTHOR]

The aim of the article. This article is concerned with solving problems of industrial enterprises modernization in Ukraine considering current socioeconomic conditions. The results of the analysis. The industrial enterprises survey in Western Ukraine and the analysis of their current state and prerspective of modernization are presented in this paper. The survey was conducted by authors and found out that the enterprises majority in Western Ukraine confirmed the commitment to modernization and innovative transformation for advanced development possibilities. Enterprises need to use a wide range of production possibilities in conditions of very limited investment. This situation contributes to the development and production of flexible organizational structures with minimal budgets that would be able to maintain effective global horizontal industrial, economic and branching commercial relations. The authors identified the following characteristics of the successful (profitable) future enterprise such as continual changes, quick response and advanced knowledge of the concept of quality which based on the analysis of the current range of development objectives at machine-building enterprises in Western Ukraine and comparing them to the business environment in developed countries. The authors represented strategic goals and identified the modernization priorities of national enterprises. According to the authors, the basic requirements to the production organisation in the modern conditions are quality assurance and standartization of technological manufacturing processes; availability of chain cost optimization benefit tools; the flexible organizational structure and system configuration of the production capacity. The article defines the principle "flexible organizational structures of the production enterprise - the ability of the enterprise with minimal cost and in short time without stopping the process of activities to release new products, the introduction of a new production line and so on. Modern organizational and production structures should be able to improve themselves that will help the company "grow out of itself.". The research shows that the transformational competencies formation of the company is an important factor of the modernization. The authors identified and classified a number of methods for responding to the disturbance of the environment, depending on sources fluctuation. In such circumstances, modern enterprises need modernization - the "smart modernization" which is monitored at the level of the whole management and production technology, particularly through the implementation of the intelligent automated elements at work. The authors identified several types of the most common technological concepts and systems (PPS, SCM, IR, CAM), which are being actively implemented in European companies and recommended it to the national market. Conclusions and directions for further research. The provided survey found that the majority of enterprises in Western Ukraine confirmed the necessity and commitment to modernization and innovation transformation for the advanced development prospects. There is a necessity of formation the flexible organizational units and production structures that meet the needs of today's transformational potential with appropriate skills. The authors highlighted three areas of the manufacturing industry organizational structures: the formation of an effective control management mechanism by horizontal organizational structures; development of organizational and production structures which can be flexibly integrated into both internal and external value chains; development of effective mechanisms at the responsibility centers with advanced tools for analyzing processes of modernization. Further researches are connected to the efficiency assessment system development of industrial enterprises flexible organizational structures. Also, it could cover the area of the beneficial effects from the appropriate technologies introduction for adoption the best international practices to the national enterprises specific operating conditions. [ABSTRACT FROM AUTHOR]

The aim of the article. The aim of the article is the research of volunteerism as a resource for improving the efficiency of local government functioning. The results of the analysis. To improve the welfare of the community, local authorities often lack not only resources, but time to implement all intentions. On the other hand, the needs of community are quite diverse and there is not possibility to envisage all their possible variants. This situation is a significant barrier to improving of population welfare, its satisfaction of the environment. One solution to this problem is the use of volunteerism to implement plans of local authorities and civil society initiatives. Social activity in our country is at the level of leading West European countries, not far behind only the index of Great Britain. This fact testifies to the great potential of domestic civil society, which is still not fully structured, but is already ready for action. Studies have shown that more than half of Ukrainian ready free of charge to engage in cleaning and organizing the territory of the community, help the needy orphans and disabled, as well as participate in planting of greenery of the settlement. The most controversial Ukrainians relate to their participation in law enforcement. Almost half of them do not agree to participate in it under any circumstances. Instead fifth of the Ukrainian society is ready to engage in such activities even free of charge. Approximately the same part of Ukrainians is ready free of charge to organize leisure and rest for others. About three-quarters of the population of Ukraine are categorically opposed or undecided about their participation in the activities of local self-governments, as well as associations of owners of joint apartment houses (condominiums). Citizens of Ukraine are ready and participate actively in solving national and social problems, but do not want to solve local problems as volunteers, not willing to take responsibility for solving their own municipal problems. A survey of residents of towns and villages, which was conducted by the authors in the strategic planning of cities and towns, found that in 2007-2014 years at least one third of the adult members of the community believe in own possibility for solving the problems of cities. In such a situation, local authorities should learn to establish effective cooperation with volunteers’ formal and informal organizations to create mechanisms that would help to attract volunteers into the process of solving social and technical problems, implementation of local development programs. The high rating of trust in volunteers during their participation in the work of local self-governments, public communal institutions will increase confidence in the local authorities and therefore assist in their work. Conclusions and directions of further researches. On the basis of the undertaken study, it is possible to conclude that the regulatory framework volunteering in Ukraine began to be formed relatively recently. However, the rapid development of this activity in recent years in Ukraine should encourage local authorities to look for their own ways to attract this resource to local development, not waiting until all issues of the participation of volunteers in solving local problems will be well-regulated legislatively. The paper identified a number of preconditions (positive experience of volunteerism at the national and local levels; willingness of population of Ukraine to carry on volunteer activity even in the terms of worsening of their material position; positive attitude of the society toward participating of volunteers in making decision in relation to optimization of government authorities’ activities in different spheres; real necessity to take responsibility for the problems solving of own community) that encourage the intensification of the participation of volunteers in supporting social and economic development of local communities. The author vision of components of mechanism of volunteers’ attraction for providing of the social and economic development is offered. [ABSTRACT FROM AUTHOR]

The aim of the article. The aim of the article is to identify the components of social and economic systems life cycle. To achieve this aim, the article describes the traits and characteristics of the system, determines the features of social and economic systems functioning and is applied a systematic approach in the study of their life cycle. The results of the analysis. It is determined that the development of social and economic systems has signs of cyclicity and is explained methodologically by the axiomatics, rules and laws. Understanding of circular patterns has been formed long ago and now is recorded by scientists monitoring the properties of natural and artificial environment of human activity. During the study, it was found out that in scientific literature there is no unified description of the life cycle elements of social and economic systems at personal, micro, meso, macro and global levels. The paper investigates the cyclical patterns in multilevel social and economic systems for a human, employee, family, product, company, city, industry, elite, macroeconomic indicators, humanity, global processes, global economic system and the Universe. It is noted that at grass-roots administrative levels of the global environment of a human life activity system, a thesis about the cyclicity of development and the stages of the life cycle is considered by a wide circle of scientists and is doubtless. On hierarchically higher management levels of the global environment of human activity system, the scientists noticed the similar patterns of the cyclical nature. Problematic and discussion questions about cyclic development of social and economic systems are identified: the uncertainty of the driving force source of repeated changes; the vague distinction between systemic (internal) and off-system (external) influence on development; the lack of a unified description of development nature at different managerial levels; the use of different descriptive terms for the same constituent elements of repeated changes (period, stage, phase, wave, cycle); the uncertainty of the number of repeated changes constituent elements; the absence of an identification mechanism of the exact time of changes in the constituent elements of repeated changes; the surface description of out-ofsystem period of the subjects activity («before-system» period of creation and «after-system» period of liquidation); attaching more importance to primary and less importance to ultimate component elements of the repeated changes; the lack of reliable mechanism for predicting and forecasting the dynamics of constituent components of repeated changes. It is noted that all social and economic systems are developed within repeated changes and they have the same attributes of cyclicity: the fluctuation of indicators is marked that characterize the condition of the subject; the presence of system (from creation to liquidation) and out-of-system (creation - «design» and liquidation - «disposal») periods are noted; the subjects are created by the actions of other subjects (that is, subjects do not arise «out of nowhere», but are the result of actions of other subjects - «constructors»); after cessation of subjects functioning, their resources are used by other subjects (that is, the subjects do not disappear «nowhere», and they are transformed into the resources of other subjects - «recovery»); a unidirectional life cycle from «birth» to «death» is observed in the subjects; the subjects do not have to undergo the whole life cycle (each time might be the last); the subjects display similar changes of the indicators during their activity; ascending, peak and descending fluctuations of indicators are observed in the subjects; minor fluctuations occur in the constituent elements; the subjects have individual nature of indicator fluctuations and duration of activity. Conclusions and directions of further researches. The scientific novelty of the study is identification structure of life cycle of social and economic system with definitions of: common («before-system state», «growth», «stabilization», «reduction», «after-system state») and specific («creation», «slow growth», «rapid growth», «growth stabilization», «short stabilization», «rapid reduction», «slow reduction», «liquidation») constituent elements of repeated changes; marginal borders of indicators; dynamics of constituent elements of life cycle; key points of changing nature of the indicators dynamics. Identification of the life cycle of social and economic systems characterizes potentially possible limits of their activity in time and provides the possibility of further research of aspects of the cyclical development for methodological basis formation and the development of applied measures of systemic development in the areas of marketing and management innovations. [ABSTRACT FROM AUTHOR]

The aim of the article. The main objective of the domestic company is the development of new market mechanisms, the implementation of progressive reforms, formation of specialized structures supporting innovation-oriented management. The purpose of this paper is to develop a comprehensive approach to the principles of industrial enterprises modernization. Based on the goal, the main objectives of the study are: to identify the main objectives of modernization of industrial enterprises; to develop an algorithm modernization of industrial enterprises; to propose the approach to investment support modernization justification. The results of the analysis. Improving economic openness of Ukraine and in particular the Agreement on free trade zone with the EU Ukraine has led to increased international competition and exacerbated the problem of how to enhance the competitiveness of domestic industry. Condition of most industrial enterprises is characterized by low innovation activity, insufficient use of outdated equipment and technology, inefficient system of organizing business processes and more. The modern vision of modernization must include the full range of interrelated elements: improving of production management system in general, the state of the environment, work with personnel, updated product range. The authors give basic provisions of the economic model of target formation modernization. The methodical base of investment planning should be target-oriented approach to basic principles which include: commitment, consistency, complexity, security, priority and timeliness. Principles of investment portfolio formation for modernization projects together are proposed. Policy principles for support are given basing on the financial condition of the company and its investment activity in financial markets. The algorithm of enterprise modernization is suggested. Practical implementation of the tasks is to implement the program of investment portfolio, the implementation of modernization measures, as well as subsequent reorganization of business processes. It is advisable to introduce modernization as a process that has certain duration, including procedures for investment, domestic turnover and redistribution and allocation of financial resources. The process of real investment covers four main stages that make up the combined cycle of investment. One of the areas of problems resolving of enterprise development is the concept of periodic review of investment planning to modernize industrial enterprises. In parallel, it should be noted that the parameters of economic model should be changed taking into account the influence of internal and external factors on the company. Conclusions and directions for further research. Implementation of a comprehensive program of enterprise development by upgrading is a necessary condition for achieving good economic growth, technological progress and high competitiveness of domestic enterprises in Ukrainian and foreign markets. [ABSTRACT FROM AUTHOR]

В статье исследованы теоретико-методологические основы формирования понятия «экологическая модернизация социально-экономического развития». Учитывая направления использования общеупотребительной категории «модернизация», автором сделаны выводы о необходимости выделения такой трактовки понятия экологической модернизации, которое бы способствовало охвату всех стратегических целей устойчивого развития в регионе. В рамках данного исследования рассмотрены теоретико-методологические и процессные особенности становления экологической модернизации социально-экономического развития, предложено ориентиры экологической модернизации социально-экономического развития региона в контексте «зеленого» роста. The aim of the article. The aim of the article is to study the theoretical and methodological bases of ecological modernization of socio-economic development of the region. The results of the analysis. This paper studies scientific basis of transformation processes for sustainable development, which is important at this time. Considering direction of the history of sustainable development concept, the author emphasizes that if to follow the basic guidelines to upgrade social and economic systems to «green» economy, then it can expected results of ecological modernization. It will save funds due to forewarned of economic damage from pollution and environmental cost savings compensation «rehabilitation» resources and territories. Moreover, prevention of anthropogenic pressure increases the chances of social systems to improve the quality of life and improve the health of the nation. From economic point of view, clean production is more competitive. This study considered the theoretical and methodological bases of ecological modernization of process of socio-economic systems in a region that involves making special reference points of development. Ecological modernization is a prerequisite for ecologically transformation based on quality eco-oriented reforms in social and economic systems. Ecologically safe transformation of socioeconomic development means certain progressive changes (intersystem, and intersystem synergistic) and transformations that are strategic in view of eco-focused goal-setting. Such understanding provides for: 1) understanding of transformation as a process which is already identified in environmental trend of socio-economic system; 2) spatial certainty of eco-oriented reforms in connection with certainty qualities of the future development of the system. Arguably, it can and should lead to the structural changes in innovation for sustainable development. Conclusions and directions of further researches. It is shown that today special attention should be paied to the issues of the theoretical and methodological bases of ecological modernization of socioeconomic development of region. It is becoming more apparent that the main vector of ecologically innovative transformational changes not associated with the introduction of total treatment facilities, but with increasing system efficiency and social standards. Taking into account the using of category «modernization» the author concluded that it is necessary to allocate such an interpretation of the concept of ecological modernization, which would support the inclusion of all the strategic objectives of sustainable development in the region. This study examined the theoretical and methodological features of forming the process of ecological modernization of socioeconomic development. Environmental improvements of targets of socio-economic development of the region in the context of green growth are proposed. They are: forming ecologically reproductive mechanisms of social and economic development; improving the quality of life of the general public access to natural resources and ecosystem services; development of optimal institutional infrastructure socioeconomic system of the region; forming a package of eco-modernization of goal-setting changes in socio-economic development; formation of economic shifts the modernization of management tools for green growthaddressing regional socio-economic problems and reduce regional disparities. Further researches should be addressed to developing new methodological approaches to the development of environmental metrics modernization of socio-economic development for green growth in the region with further evaluation of the process. [ABSTRACT FROM AUTHOR]

The aim of the article. One of the important strategic directions of the powerful independent state with a stable economy is the development of the national economy, which requires the use of new upgraded tools that will enable to redesign and improve the production and management activities of the enterprise and make it more productive and competitive, while providing the economy of the financial, labor and other resources. However, this presupposes the use of partial restructuring and in some cases complete restructuring of the business processes. The aim of the article is to study business processes reengineering features at domestic enterprises and the development of business processes centralization algorithm on the example of JSC «Concern- Electron». To achieve this goal, the research identifies the following objectives: to summarize the main approaches to the business processes reengineering on the basis of centralization; to characterize the main stages in the reengineering implementation at industrial enterprise; to propose the selection mechanism of the subsidiary business processes for reengineering; to determine the algorithm of the business processes management centralization. The results of the analysis. The paper summarizes main approaches to business process reengineering based on the centralization; undertakes the characteristic advantages of its use at the industrial enterprises; proposes the stages of reengineering for Ukrainian industrial enterprises. Business process reengineering improves the efficiency of work organization at the JSC «Concern- Electron»: a generalized approach to the centralization of the industrial enterprise management, the algorithm of the business process management centralization that includes identification of the business processes that are duplicated; business process selection for the reengineering using the fuzzy set theory; making managerial decisions on reengineering. Conclusions and directions for further research. On the basis of the generalization of theoretical studies it is proposed a centralization algorithm of the business processes management of the industrial enterprise, which includes: subsidiary business processes identification that are duplicated; selection of the subsidiary business processes for reengineering based on the centralization using fuzzy set theory and the mechanism for making managerial decisions on the reengineering of the subsidiary business processes of JSC «Concern-Electron». Concern is offered by three managerial decisions concerning the redesign of some subsidiary business processes. The calculations using the theory of fuzzy sets have shown that the most viable option for business process reengineering of JSC «Concern-Electron» on the basis of centralization is accounting, security services and recruitment ensuring. In order of priority and importance we should primarily redesign the subsidiary business process of accounting. As the result of the research it should be established a joint recruitment centre for all the subsidiaries of JSC «Concern- Electron» and security activities should be outsourced. These achievements can be used as a basis for further research, namely, we should focus on the development of the alternative mechanism of selecting the business processes for centralization, transfer to outsourcing, etc. [ABSTRACT FROM AUTHOR]

The aim of this article. The aim of this article is to identify and check how the selected macroeconomic factors are affecting the fluctuation of economic processes. According to the theory of RBC, the real economic shock could be an indirect factor that reflects the introduction of modern technologies; this fact could affect the cycle fluctuations. The results of the analysis. During the last century there were many theories of economic cycles. Each theory has its supporters and critics. But, the youngest and the most controversial is real theory of the business cycle (RBC). According to this model, the main driver of economic growth is the increasing of investment and research and development spending as well as in human capital. Ups and downs of the economy could be a specific response to unexpected shocks in the real business environment. In accordance with the tasks in the paper, it is necessary to identify and verify the macroeconomic factors that influence the fluctuations of economic processes. In addition, according to the RBC theory, there should be assessed an indirect indicator that reflects the development of modern technology. To test the impact of modern technologies on the fluctuations of GDP (the main material for the research) there was adopted economic performance of European Union (EU). The EU has the highest level of economic development in the world; its GDP in 2014 was $18,5 trillion. The EU statistics indicate its level of technology and communications, one way of measurement of their development is index of ICT. The index is a synonym for «information technology» and used by the UN International Telecommunication Union. The analyzed period is 2000-2013 years. During this period, 15 new member states have joined the EU. The main components of GDP by expenditures include final consumption of households, gross capital formation (investment), government spending and net exports. Since there is no direct component to determine the impact of innovative technologies adopted, the indirect indicator that defines research and development R&D was added into the model. There are 5 variables in this model in total. From the five macroeconomic indicators for each of 28 countries of the EU for 16 years, balanced panel data was established. The table contains 448 rows (28 countries and 16 years) and 2688 different values. In order to separate the cyclical component from the introduced analytical data the Hodrick-Prescott filter was used. To calculate the data, there was used program EViews 8. To control the accuracy of the calculations and to determine whether the collected data contains unwanted processes such as unit roots, autocorrelation or heteroskedasticity all tests were conducted. In addition, all the values were filtered in order to reduce the price changing effects. Conclusions and opportunities of further researches. Excluding of possible unwanted structural processes suggests that the results are adequate and very credible. The results obtained shows that the change in consumption by 1% causes a change in the cyclical component of GDP by -5,78%. This will lead to a reduction in future investments that will influence fluctuations negatively as the result. In the case of government expenditures the result is also negative, but it could be explained by the RBC theory. Despite the fact that government spending is one of the largest part of GDP, it does not significantly affect its volatility. The highest impact on GDP volatility in this model makes investment. Whenever the factor changes by 1%, the cyclical reaction will be a change by 9,5%. For every change in net exports by 1%, the cyclical component of the GDP changes by 0,68%. Every time the R&D expenditure is changing by 1%, fluctuation is changing by 1,87%. The calculations and testing shows that according to the theory of RBC and estimation of the model, the gross capital formation and research and development expenditure are the key factors of increasing growth of the European Union economy. [ABSTRACT FROM AUTHOR]

The aim of the article. Numerous studies show that the key role in a politician's image play voters' beliefs concerning the politician's personality traits. In order to be able to manage a politician's image, one should answer two strictly interrelated questions: (1) what personality traits of politicians are important to voters and (2) how to measure them? There are three different solutions concerning the number of traits and the manner of dispositional measurement of politicians' personality. The first group of researchers investigate politicians' image using questionnaires developed ad hoc for the purposes of specific studies, not based on any models of personality. The second group of researchers start from the implicit or explicit assumption that voters perceive politicians on the same dimensions on which ordinary people is perceived; consequently, they measure perceived personality traits with the same tools that are used in psychological counselling centres. The results of numerous studies prove, however, that politicians' personality is perceived on a smaller number of dimensions than ordinary people's personality, which suggests the need for a systematisation of politicians' personality traits as perceived by voters and the need to develop measurement scales corresponding to the dimensions identified. The third group of researchers have adapted the methodology of psycholexical research in personality psychology and used it for the purpose of studying the image of several dozen Ukrainian politicians in the years 2011-2014. The aim of the paper was to verify the findings of previous studies on the perception of Ukrainian politicians and to develop a scale for measuring politicians' personality traits. The results of the analysis. In order to verify the factor structure and the psychometric properties of the scales, research with 210 students as participants was conducted before the 2012 parliamentary election in Ukraine. Test-retest stability was verified on a sample of 52 students at an interval of one month, at the turn of 2015. The results of principal component analysis at the individual and aggregated levels showed that individuals perceive politicians' dispositional image on four dimensions: (1) Strength, (2) Intellect, (3) Dishonesty, (4) Confrontationality. Based on the results obtained, two versions of the questionnaire were developed: for the complete adjective list (4 scales х 7 adjectives) and for its abbreviated version (4 scales х 4 adjectives). The complete adjective list consisted of the following items: (1) Strength: persistent, daring, resolute, purposeful, strong, willed, leader; (2) Intellect: orator, eloquent, intellectual, cultured, educated, clever, knowledgeable; (3) Dishonesty: mercenary, lying, corrupt, crafty, two-faced, honest, sincere; (4) Confrontationality: calm, scandalous, restrained, confrontational, aggressive, emotional, balanced. Confirmatory factor analysis performed for the complete list and for its abbreviated version showed an acceptable fit of the model to M-centred data. The scales are characterised by good reliability and test-retest stability. The results of the analyses confirmed a strict relationship between the personality traits attributed to a politician and the attitude towards as well as preference for him or her and at both the individual and aggregated levels. The trait most strongly related to preference for politicians was their perceived Dishonesty, followed by Strength, while Confrontationality and Intellect were somewhat more weakly related to voter preference. Conclusions and directions for further researches. The results of the research have shown the stability of the four-factor structure of the perception of politicians at both the individual and ecological levels, confirmed the value of the developed personality scales in explaining the variance in preference for politicians and the good psychometric properties of the questionnaire concerning the internal consistency of the scales and the test-retest stability of measurement at the individual level. [ABSTRACT FROM AUTHOR]

The aim of the article. The aim of the article is to study the theoretical and methodological principles for environmentally oriented businesses formulating and portfolio management in the region. The results of the analysis. This paper studies the prospects for the formation and management of the environmentally oriented business projects business portfolio. The purpose of this is to create new clusters types which are based on the production capacity of environmental products and services in the region. Considering strategic direction of the Ukraine's Regional Development the authors concluded the necessity of common instrument forming. That would help to accumulate possibilities and priorities of the various innovative structures and business in general in the region. This study considered the theoretical and methodological bases of environmentally oriented projects business portfolio formation and management in the region. Today Ukrainian government system directs the efforts for regional policy funding, development priorities coordination and calls to focus on key projects that provide improvement of innovative infrastructure for economic growth stimulation, creating conditions for private sector development and public access to services. Preference is given to the issues of financial resources concentrating on the key tasks with long term impacts on regional development and national economy as a whole. Taking in account the provisions on strategic vision formation for regional development is evident for single instruments forming that would allow regional governments to manage this process. It would help to accumulate results of activity of various innovative structures and business in general. Environmentally oriented businesses portfolio is a «collection» of strategic business groups and individual businesses (projects), especially, innovative, which are formed within the same regional development strategy (strategy of sustainable development and «green» economy) and aimed to achieve the socio-environmental and economic effects. Primary task of each company that produces environmental products or is engaged in environmental services providing (or related activities) is to create the optimal business portfolio which combines with company's advantages, and at the same time is a perspective direction for region's investment attractiveness increaseing and new markets development. It is proved that portfolio of environmentally oriented businesses and environmental projects should be considered as a factor in its sustainability. It performs the target function of the heart of investment processes reproduction in the region. The portfolio of environmentally oriented businesses and environmental projects serves as integrative factor combining the monitoring of environmentally oriented innovative processes, technologies, processes of product creation, methods of environmental projects organization and its funding. Conclusions. It is shown that today special attention should be paid to the issues of providing optimal performance of strategic tasks of regional development. At the same time it is necessary to support the proper level of environmental safety and efficient use of environmental and economic potential of the region, activate the investment and innovation processes at regional level. The authors reviewed the issue of a environmentally oriented business projects portfolio forming as a part of process of new clusters creating that is based on possibilities of environmental goods and services production. Development of business management portfolio is based on environmental safety factor of individual business and the region as a whole. It can facilitate the solution of social and economic problems, including problems of employment, quality of life, projects profitability, environmentally targeted production development, export potential increasing, and Ukraine's image improving. In the further researches we plan to develop new methodological approaches to the formation of the innovation and investment projects portfolio at the regional level with further assessment and identification of ecological, social and economic effects. [ABSTRACT FROM AUTHOR]

The aim of the article. The development of management and information technology has led to the emergence of large and expensive corporate information systems. However, the methods for assessing impact of such systems on the individual campaigns financial performance or on general management results, has not yet been determined. So, new approaches to evaluating and improving the effectiveness of modern information systems should be developed. The results of the analysis. Outsourcing of information services is one of the promising methods for solving this problem. A transition to outsourcing allows commit some non-core tasks doing to specialized organizations. This, on the one hand, reduces many internal costs and, on the other hand, may cause an increase the costs for the organization of the interaction with the services providers. The paper presents a linear programming model that allows to choose information services, which should be given to outsourcing. The model is based on balancing the transaction costs associated with the outsourcing organization and the costs for their own information services. The model is proposed to be used together with the method of the outsourcing services provider choice. Now in Ukraine the quantity of service providers grows rapidly and access to the global cloud service systems increases. Therefore this task is extremely important and complicated. To substantiate choosing the best provider of outsourcing services the estimation procedure based on multiple heterogeneous criteria should be applied. The most important criterias are the cost of service, reliability, flexibility, software and hardware compatibility. For solving problems of multi-criteria selection can be used different methods, among which TOPSIS, PROMETHEE at al. The authors offer to use one of the lesser-known methods of multi-choice like VIKOR for solving it. The method ranks the information service providers by analyzing numerous factors. Feature of this method is the ability to use the criteria estimates, which are presented in the any values that fluctuate (interval, fuzzy, and others) and can be evaluated by interval or fuzzy expert assessments. The method uses a Hamming distance to obtain estimates for each criterion. The procedure for alternatives ranking calculation allows to select a solution that takes into the minimal distance from the ideal option both individual and averaged preferences. This article contains an example of selecting provider of IT outsourcing services using the VICOR method. Conclusions and directions of further researches. Suggested models of substantiate decisions regarding transfer of certain information service functions to the outsourcing model in combination with approach to outsourcing services provider selecting based on modified VIKOR method allows to apply the latest technological solutions in development of information system and to improve its general and institutional effectiveness. [ABSTRACT FROM AUTHOR]

The aim of the article. The aim of the article is to clarify the concept of «sport tourism marketing», to examine the state of its objects and to determine prospects for development of sport tourism in Ukraine. The paper singles out the role of sport in life; compares different types of cities in terms of provision the infrastructure for tourism development in the field of sports. Authors show the example of the campaign. The results of the analysis. The article deals with sport tourism as a form of total tourism conducted extensive research of sports tourism values compared between typical sports facilities and infrastructure of cities millionaires, large, medium and small Ukrainian cities. The research is based on Sumy. It is shown that it may be attractive for sports, historical and cultural enrichment of professional athletes, children and adolescents, a large group of fans that come to competition. Marketing approaches to the decision of sport tourism problems today represent the ocial, cultural, public and political phenomenon simultaneously and is by phenomenon object of special researches. This increase: shows of sports, attraction to it of children, quantity of the people life, conducting a healthy image, increase of a network sport structures, hotels and other tourist objects. Work is complete scientific and practical work, implemented commission on education, science, culture, tourism, sport and youth policy Sumy Regional Council and is recommended to be involved to realizing for local councils, administrations and City Hall for recovery work in the field of tourism development. The theoretical and methodological developments generalizations made in this scientific work, have a scientific value and practical value and can be recommended for implementation in other regions of Ukraine. Conclusions and prospects for further researches. One of the few areas that still have powerful sports, tourism and how their derivatives - marketing of sports tourism. Appropriate marketing activities in the field of sports tourism have lower aggressiveness fans and instill their love of history, art, national culture, healthy recreation. [ABSTRACT FROM AUTHOR]

The aim of the article. The aim of the article is to select the optimal level of citizens participation in city development strategic planning and to suggest the role that citizens can play in the development of public services for them. The paper analyzes the advantages and disadvantages of citizens participation into the designing of a strategic plan for city development, as well as determines the desired level of such participation and identifies a new role that can be played by the inhabitants in the of process of the city development strategic plan creation. There were done the survey of employees of local self-governments from 107 cities of all Ukraine's regions, conducted through questionnaires and focus groups. Results of surveys and discussions are compared with current theories of local development and marketing managing. The results of the analysis shows that the current level of informational technologies development in Ukraine, social and political situation in small and middle cities create opportunities to transform citizens from passive observers into prosumers. Urban development must ensure «civilized society» for their residents that is one which demonstrates rather high level of welfare, culture, education and technological development. The concept of «civilization» declare the ability to make decisions concerning the person's present and future and community, of which he or she is a member. If city residents can not influence the actions of local authorities, to participate directly in local government, it cannot be said that they live in a civilized society. In modern scientific literature and journalism instead of the term «civilized society» in this sense is often used the term «civil society». Political scientists and sociologists actively explore issues of converting the inhabitants of European cities in conscious socially active citizens, with their distinct social position. Of course, increasing social activity of people affects the process of area's economic development. The idea of involving customers into the process of product design is not new in marketing that is why we can adopt this experience into the practice of local administration service providing. As the conclusions it was stated that if there is a willingness to spend on strategic planning at least six months, we recommend to combine different methods of strategic plan preparation with an emphasis on citizens participation. High levels of public involvement in the process of city development strategic planning requires a change in the role of citizens in the process. Residents of the city should feel like creators and owners of the strategic plan. Only under such conditions in modern Ukraine can ensure further implementation of these plans. To convert city inhabitant from product consumer into prosumer is desirable for local authorities, as increasing the likelihood that a city dweller will be pleased with the services offered in the city, on the formation of which he or she had a direct impact. Accordingly, we can expect political and financial support for the city authorities. Simultaneously, the local government should be aware that prosumer will not be satisfied only with the participation in creating of city development strategic plan, but also wants to influence the other, non-strategic decisions taken by local authorities. That is why the search of ways to improve the transparency of government and its interaction with the public in making the widest possible range of solutions is becoming urgent. [ABSTRACT FROM AUTHOR]

The aim of the article. The aim of the article is the marketing research of the influence of macroeconomic factors on a weighted average price of wheat bread in a competitive market. The results of the analysis. In a competitive market pricing policy marketing of enterprise should be formed considering market conditions. The effectiveness of the marketing price policy depends on the reliability estimation of current and future trends of product price. In this regard, in the process of marketing research competitive market relevance becomes factor analysis of the product price. Marketing research of pricing factors in a competitive market wheat bread conducted in this paper. Market of wheat bread is a perfect competition market, because there are many manufacturers and sellers, for new competitors are no entry barriers and exit barriers to market, all have equal access to information. Wheat bread is non-exclusive essential goods, the price of which is not material and no one but the state. The author has done market research using correlation and regression analysis. Correlation and regression three factor model shows the effect of consumer price index, price index of industry and average employee's salary for the price of one ton of wheat bread. The author grouped official monthly statistics for 2012-2014. Average price of wheat bread in Ukraine increased by 38,6% - from 3864 UAH per ton in January 2012 to 5357 UAH per ton in December 2014. The average annual growth rate of the price was 0,94%. The main result of economic and mathematical modeling is the impact factors on the outcome as a percentage. The consumer price index growth by 1% leads to a 3% increase in the price of one ton of wheat bread. The industrial producer price index growth by 1% leads to a 0,03% increase in the price of one ton of wheat bread. The average employee's salary growth by 1% leads to a 0,7% increase in the price of one ton of wheat bread. It is proved that the price of wheat bread most affects the consumer price index. Conclusions and directions of further researches. Thus, in a competitive market wheat bread producers (sellers) do not affect the price of goods, so the market research took into account macroeconomic factors. The author proved that the consumer price index has most of all influenced on the average price of one ton of wheat bread in Ukraine. This is indicated by the coefficient of elasticity of price inflation for consumer goods, whose value most in comparison with others. The author has built a complex three-factor model of average price of wheat bread and will use it in further research to predict and develop ways to optimize pricing. [ABSTRACT FROM AUTHOR]

The aim of the article. The purpose of this paper is to create a conceptual model of an automated information system of marketing that has a certain theoretical and practical value. The results of the analysis. The main advantage of this model is a comprehensive disclosure the relationship of such concepts as automated information technology, marketing information system, automated information system. They help to solve the problem of large volumes data processing in a short period of time, providing continuous communication with partners and customers and make it possible to react quickly to market changes, and this in turn contributes to the competitiveness of the domestic and foreign markets. Scientific novelty of this model is, firstly, the assertion that the information system is based on automated information technology and it presents an automated information of the system. Secondly, the marketing information system is an integral part of information system, its structural elements are responsible for the transformation of data from internal and external sources of information to information necessary for managers and specialists of marketing services. Thirdly, the most important component of ensuring the functioning of the marketing information system and information system is an automated information technology. Due to the fact that these systems consist of human resources, work within them organized with the help of workstations. Conclusions and directions of further researches. It is determined that proposed conceptual model provides a multi-variant calculations of rational decision-making, including real-time organization of complex accounting and economic analysis, and provides reliability and efficiency obtained and can be used in the management of information. Testing of this model on the examples of several industries confirme its practical significance. [ABSTRACT FROM AUTHOR]

The aim of the article. The aim of the article is to study the role of the system of innovation management in cluster formations on the basis of ecologically oriented creative approach for sustainable development. The results of the analysis. The paper studies the problem of system management in the formation of cluster structures as еcopolis in the transition to environmentally sustainable development, addressed organizational and economic background applications eco-creative approach to the establishment and operation of еcopolis as self- reproduction socio-ecological-economic system. Perspective directions of solving the problems systems management in the context of sustainable development, in our view, next: the reproductive mechanism of the economic transformations directed on «green» development areas; dematerialization activation processes at various levels of management; ecologically oriented economic development (dynamic transformation of the economy, taking into account the principles of sustainable development based on innovation); clustering scientific production and educational specialization (ecopolis). Question the beneficial use of environmental conditions and initiatives arise when a key prerequisite for the formation of ecopolis. Conclusions and directions of further researches. It is shown that one of the best ways to achieve these goals, mechanisms that implement ecologically effective management at the regional level, is to create in the country such as forms of ecopolis. These studies need to continue to develop a system of tools and mechanisms to ensure the implementation of the concept of innovation management system such as cluster formations ecopolis in the context of sustainable development. Also it is required the development the organizational and economic development of system management tools cluster units. [ABSTRACT FROM AUTHOR]

The aim of the article. Achieving steady state economic system, which is the Consumer Cooperatives in Ukraine, and its effective operation, requires the solution of complex tasks to ensure competitiveness. The most important of these challenges need to be maximize the potential of the use of trade by managing resources, opportunities and means of commercial enterprise in the market conditions. In this regard, it is necessary to make scientific approach of the economic potential of trade consumer cooperatives, both theoretical soil to implement management. The composition and structure of the potential of the enterprise as a whole of economic potential, particularly in the context of its nature, value management features considered in the works of many domestic and foreign scholars. However, a common approach to structuring potential of the company in general, and economic potential of trade, particularly in science does not exist. Therefore, a detailed study of the nature and composition of the needs of the economic potential of commercial enterprises of consumer cooperation as an important direction of management to ensure efficiency, competitiveness and enterprise development. The aim of the paper study the composition of the «economic potential of commercial enterprise» as the basis for the theoretical foundations and practical areas of management and economic potential of trade consumer cooperatives. The results of the analysis. As a result of studies of the economic potential of trade consumer cooperatives conducted a thorough analysis of existing approaches to structuring potential: selection of a component with its own list of the main characteristics of the species, resources, functional, two-level and modular. The essence of each of these approaches, its developers and researchers, advantages and disadvantages. As a result, a critical consideration in the economic potential of trade consumer cooperatives based on these approaches determined that it reflects the selection of the economic component of the overall capacity of the trading company in the middle of which a defined structure and its characteristics. It is determined that economic potential of the consumer cooperatives trade advisable to structure, especially in terms of resource approach, choosing material, labor, financial and intangible components. In the modern interpretation of the structure of the economic potential for resource approach, composition of the economic potential of commercial enterprise consumer cooperation in contemporary conditions should be considered as a set of resources of the enterprise and the ability to use them to achieve a certain goal. In terms of the functional approach, the economic potential of the trade of consumer cooperatives as a set of production, marketing, financial and management components. Since trading company has certain capabilities (resources) perform to their functions, resources and functional structuring of the economic potential of commercial enterprise are consumer cooperatives turns to interrelated. Conclusions and directions of further researches. The results of the study are the basis for the development of management and economic potential of commercial enterprise and consumer cooperatives to determine its competitiveness. [ABSTRACT FROM AUTHOR]

The aim of the article. Increasing of food production in excess of the required amounts of human consumption, increases the amount of packaging materials, what reduces the available natural resources and pollute the environment. The purpose of this article is to review the package as one of the elements of innovative marketing activities. The results of the analysis. In this paper, the container object of innovative marketing (including media advertising) problems of reuse and recycling, which should improve the ecological status of any country. It is shown that packaging as an important source of information about the product, manufacturer, instructions for use, storage time, the composition of the product and etc. is the subject of innovative marketing. No less a role in packaging and implemented a visual image of the product, which is a specific combination of colors, font, geometric shapes and other visual elements of the series. This is also an important feature of competitive goods. It is confirmed that the coming decades, humanity will not solve the question of reducing the depletion of natural resources due to reasonable restrictions consumption, implementing energy technology and maximize the use of recycled materials and recycling of used packaging, the world may be on the brink of ecological disaster. At the regional and local levels there is a need to do something for effective packaging recycling. Conclusions and directions of further researches. In a globalized world, there is a need to solve the problem of the optimal combination of innovative marketing for new packaging and the urgent need to conserve resources for its production in order to improve the general state of the environment. [ABSTRACT FROM AUTHOR]

The aim of the article. Increased attention to the ecological aspect of logistics activity is caused by the fact that the most motivating factor for the companies is a wish to make an ecological company image. According to the researchers, soon the most of consumers will prefer companies that use «green» vehicles and «green» logistics solutions. That's why the purpose of the article is to analyze the differences between the implementation of concepts of «green» logistics to the multinational companies and to the companies in developing countries, which are based on an analysis of its key incentives, benefits, and level of logistics services. Within the «ecological logistics» concept the major tasks of logistics in the process of greening of the environment are outlined, such as waste management, traffic management and packaging. The results of the analysis. The level of implementation of green logistics in industrialized countries differs from developing countries, not only because of much smaller number of international companies, but also because of the unsolved problems, which are related to the development of logistics infrastructure, poor quality of logistics services and their high cost. Comparison of key incentives of the implementation of «green» logistics concepts indicates their exceptional image character, while the issues related to the improving the efficiency of business processes and reducing costs are going to the second plan. Analysis of the level of logistics of separate components, from which an integral indicator of develompent of logistics is formed, allows to detect that the most important thing for Ukraine to improve the efficiency of logistics is timely execution of orders and the level of tracking goods, while factors that inhibit the development of logistics at this stage are low quality and high cost of customs services, poor logistics infrastructure development and underutilization of capacity transit in Ukraine. Analysis of the projects of «green» logistics also points out that these measures can be implemented within multinational companies not only because of the high cost of their implementation, but also because of the need of wide network of subsidiaries, and the total capacity of them will allow to get the economies of scale from the implementation the environmental measures in the field of logistics. However, there are some «green» technologies that can be implemented within small companies, including: reuse of packaging, thermo-insulation of warehouses, refusal of paper documents, reduce CO2 emissions to the atmosphere by planning optimal routes. Conclusions and directions of further researches. Thus, we can make a conclusion, that peculiarity of the implementation of «green» logistic at this step is its active implementation within multinational companies. The key incentive for them is a desire to create a socially responsible company image. Instead, the implementation of new logistics concepts in developing countries is hampered by insufficient development of logistics infrastructure and the lack of financial resources, which are available in the company. So, the subject of our further researches is the development of effective methods and tools of implementation of «green» logistics to the domestic enterprises. [ABSTRACT FROM AUTHOR]

The aim of the article. One of the most important trends of our time is the rapid growth of service sector in almost all countries, both developed and developing. Attention should be paid to intermediary services, which have specific characteristics - dualistic nature of needs, satisfaction of the producer and final consumer. Today we can observe transformation of the intermediary's role. Wholesalers are being replaced by logistics companies. Some functions of wholesalers are being fulfilled by manufacturers and retailers. Retailers, manufacturers and service companies are expanding their sphere of influence and are focusing their efforts on integration and coordination of participants in the value chain to ensure maximum satisfaction of consumer needs. Therefore, we need to make a critical analysis of the category of «intermediary services» and represent the author's understanding of the category of «intermediary services». The results of the analysis. Exploring a wide range of research papers devoted to the marketing of services allows us to conclude that it is difficult to distinguish between goods and services. In domestic and foreign literature, there are many definitions of services which are substantially different. Some definitions attempt to cover most of the features of services, while others can be quite vague, treating the «service» as «a specific type of product». The variation in the definition of the «service» may be due to differences in approaches to understanding the «service». So we have identified four different approaches to the understanding of the service category, taking into account the whole process of consumption of services, ranging from the emergence of the need for a particular service to the satisfaction of this need. The analysis has distinguished the following main characteristics present in the definitions of the «service»: process / result, consumer satisfaction, immateriality, tangibility, relationship. In addition to these characteristics, it is necessary to supplement the list with new ones that should be inherent in all goods and services in the current economic and social conditions. The advent of modern information technologies, changing social values and the transformation of consumption process (from individual ownership to joint consumption) require the following characteristics to be applied to «services»: sustainable development, mass customization and automation, the consumer's active participation in the production process. Intermediaries are able to implement the mentioned characteristics in the process of production and consumption, taking over the function of coordination and integration in the value chain. Conclusions and directions of further researches. Thus, definition of «service» needs consideration. Firstly, this is due to the dramatic changes in the nature of services. Secondly, the role of service organisation is changing. Thirdly, the actions that can be called «service» are numerous and varied, as well as objects to which these actions are directed. Fourth, the service sector is constantly changing, and the service is a flexible object whose boundaries vary depending on the intentions of the service supplier and / or customer. Fifthly, tangible goods can become a service fairly easily. The traditional role of the intermediary is changing. This is due to large-scale changes in the system of consumption and they have strong impact on the nature of goods and services. The task is becoming more complicated due to the individual character of intermediary services. It increases the risk of poor quality of service. On the other hand, immateriality and variability of services creates opportunities of continuous improvement of the service quality by adapting the procedure of performance. Permanent improvement of the quality of services will ensure a strong producer-middleman-consumer bond and profitable long-term cooperation. It is important to deepen the understanding of the role of the intermediary in coordination and integration in the value creating network. It is necessary to pay attention to the role of intermediary organizations in the new information (electronic) economy. [ABSTRACT FROM AUTHOR]

The aim of the article. The theoretical prerequisites for the implementation of the strategy of import substitution in the management of enterprises of the machine building sector of the economy. The results of the analysis. The article considers the scientific developments on the selection and implementation of innovative strategies. The author suggests improving the classical approach to strategic directions of enterprise growth through a strategy of import substitution. In this paper we consider the B2B sector. Here the enterprise in the manufacture of industrial product is dependent on many factors, especially the suppliers of raw materials and components. Enterprises with incomplete production cycle are in the area of depending on other machine-building enterprises. Decision on the implementation of the latest strategies of innovative development must be justified and fundamental. It should take into account the risk factors and scenarios of development of events with all micro and macro factors. Modern products of the engineering industry are characterized by stringent quality requirements, both from the side of the consumers of these products, and international regulatory requirements. Contamporary realities are such that achieve conformity of products to strict standards during the use of the old production equipment is practically not possible, or it does not entail the competitive cost of production. Therefore, to achieve a competitive parity with import products, domestic enterprises should be modernized. This will ensure improvement of quality, reducing production costs, reduction of production time and will reduce the cost of production. So, production capacity must correspond to the products that it manufactures. Therefore, domestic companies to achieve a competitive position on the world market should produce a product, and this must match the production equipment. In the case of the introduction of strategies of innovative development of the enterprise that are based on outdated production and technical equipment of the enterprise we will be able to have only a minor short-term effect. Conclusions and directions of further researches. Today many scientific developments are dedicated to selection and implementation of innovative strategies at the industrial enterprises. But not enough attention is paid to such important areas as import substitution, despite the fact that it is very closely connected with the introduction of innovations in the production process, and marketing. The production of import substitution products can become the driving force of modernization of the national economy and will improve the payment balance of the country. It is import-substitution strategy, subject to its appropriate use is capable of ensuring the long-term activity of the enterprise in the area of return. This approach will give possibility to produce and sell competitive goods on the basis of domestic enterprises. Prospects for further research consist in developing methods and criteria which will help the company to analyze its activity and to define the strategy of import substitution. [ABSTRACT FROM AUTHOR]

The aim of the article. The aim of the article is justification of prospects of further innovative development of economies of three countries of the South Caucasus. The results of the analysis. After the collapse of the Soviet Union, the South Caucasus countries have found their place in the capitalist world economy as peripheral states. However, all three states in the region have their own economic structural features and differences, both in terms of their current situation and prospects in terms of economic development. In this paper, key features and prospects of economic development are analyzed and identified. In terms of economic prospects the opportunities and challenges of participation in the South Caucasus countries and the Eurasian Customs Unions are discussesed. In the last years the South Caucasian countries showed rather high rates of economic growth, but the level of economic development of their economy is low. Economic systems of those countries are characterized with a number of structural imbalances and problems. In Azerbaijan economic growth was provided at the expense of increase of oil's production and export. In Georgia and Armenia economic growth was provided at the expense of external financing that stimulated consumer demand, growth in building sector and in sectors of services. Nowadays economies of the South Caucasian countries have been practically exhausted opportunities of extensive growth. In Azerbaijan the oil boom will come to the end soon. In Armenia and Georgia quite high shortage level of the current account remains and both countries have rather big external debt. In the conditions of world economy growth deterioration, especially in Russia, volumes of foreign trade and streams of money transfers will be reduce. It will negatively affect the prospects of their economic growth. All countries of the region need some new markets and strategic investments. The Customs Union represents an attempt to make high-quality break in the integration direction. But the raw model of economy in Russia is an objective obstacle for integration of economies of the countries of region with it. Conclusions and directions of further researches. If in some ways membership in the Customs Union is favourable for Azerbaijan economy (with strong export and transit economy), it will cause damage to Georgian and Armenian economies which depend on import, for example higher tariffs will be put; countries will lose an autonomy in decision-making in questions of international trade. Participation in the Customs Union will lead to narrowing of prospects of the countries of the region in the European direction. And it can encourage the countries of region to closer integration with EU or with other semi-peripheral countries of Eurasia. [ABSTRACT FROM AUTHOR]

The aim of the article. The aim of the article is development of methodology of optimization of customer capital management system for enterprises. The results of the analysis. Th? article presents the optimization of customer capital management system which based on author's methodology of customer capital evaluation. This methodology is based on the definition of integral indexes for resource and potential components of customer capital. The author considers the system of business relationship with economic contractors, information about economic contractors and history of relations with them, the trademarks of the company to the resource part and distribution system, communication system and image of the company - to the potential part of customer capital. Accordingly, the improvement of the state of customer capital management is due to the implementation of complex of strategic actions to switch positions on the matrix «resource-potential». The increase of the resource base and potential of customer capital leads to increased competitive position of the company and increases the efficiency of its activities. However, increasing the level of customer capital is required costs of management actions. Therefore, it is necessity of determine of the optimal value of the result and the necessary costs to produce it. The article presents a graphical interpretation of depending costs of customer capital increasing, results of enterprise activity on the state of its customer capital. Going to the next quadrant of the matrix «resource-potential» is made in the direction of «up and right». It is linked to the achievement of results and additional costs. Their tentative list is given in the article. Each transition is associated with a certain level of results and costs. It is necessary to choose that variant, when the ratio is maximum. Thus, in the paper an algorithm has been developed that takes into account all possible transitions and next steps based on the ratio of costs and results. It was made the economic-mathematical model of dependence of the results and costs on integrated indexes of evaluation of customer capital to determine of the optimal variant of transition between quadrants. It is based on two assertions: the value of results increasing from activities of customer capital rise is proportional (with deceleration ) to increasing of the integral index of customer capital evaluation; the value of costs results increasing from activities of customer capital rise is proportional (with faster growth) to increasing of the integral index of customer capital evaluation. Using the mathematical model it is possible to find the value of the integral index of customer capital evaluation that the company can achieve with the optimal ratio of results to costs. Note that this optimization task is advisable to perform with help of tools built-in Microsoft Excel (service «Solver»). Conclusions and directions of further researches. The author formed the optimization model that allows choosing the best variant for customer capital increasing of the company by the criterion of maximum ratio of results and costs under the existing restrictions of the product price and the volume of sales, amount of financial resources and the highest possible level of customer capital. The author, using mathematical tools of differential calculus, found depending results and costs, associated with higher level of customer capital, on the integral index of customer capital evaluation. It is proposed the approach to construction of the optimization model and the econometric model improved to the economic efficiency rise of customer capital management in an enterprise. They deepen significantly the theoretical and methodological foundations of customer capital management of the company. Testing of the results in practice, improvement of optimization model and strategic actions of customer capital management of enterprises can form the basis for further researches. [ABSTRACT FROM AUTHOR]

The aim of the article. The aim of the article is to propose methodical approach to formation of anti-crisis program of enterprise in transition to innovative development. The results of analysis. The paper identifies the key provisions of anti-crisis program development, analyzes the requirements, identified in the system of crisis management. Specification of requirements for anti-crisis program showes the need for systematization of tools and methods to achieve main goals. The author notes that basic tools of crisis management program must include investment, marketing and innovative policies. The implementation of measures aimed at improving the mechanism of application of anti-crisis programs require corresponding changes in the list of key performance indicators selection of anti-crisis measures and indicators to assess the extent of the crisis phase. Formation of anti-crisis program depends on the type of crisis management. The criteria for selection of anti-crisis program are offered: the share of intellectual property rights in the assets of the company; the share of personnel engaged in R&D share of property; the ratio of new and traditional products; stability factor of innovative development; the potential of an innovative product. The methodological basis of anti-crisis measures` selection is proposed (scenario approach). Formation and implementation of anti-crisis program in the context of proposed approaches will strengthen the position of enterprise in the changing external environment. Conclusions and directions of further researches. Results of industrial activities remain low for further dynamic growth in new qualitative basis. This situation is complicated by signs of the future and the consequences of past crises. Under these conditions, when the internal capabilities stabilization entities nearly exhausted, it is advisable to use an innovative foundation for changes. It is the aim of anti-crisis program, taking into account the feasibility of innovative processes. Development of methodological approach to the anti-crisis program will be to supplement the criteria of selection measures innovative performance based on anti-crisis strategy. Establishing these criteria require, in turn, changes in the diagnostic process of the enterprise by supplementing financial performance indicators of innovative activity. Further development of the proposed methodological approach will require justification indicators of innovative activity that should be included in the diagnostic process of the enterprise` crisis. This will facilitate the development of criteria for the assessment of the crisis on the basis of innovative component of crisis management. Taking into account these aspects will make possible future development of typical anti-crisis programs for companies of different legal forms of economic activity, forms of ownership. It will also help enhance innovation processes by setting goals to strengthen the position of the company and prevent its elimination in the long run. [ABSTRACT FROM AUTHOR]

The aim of the article. Necessity of development and implementation of the strategy of innovative development in the service industry has been proved. The structure of control mechanism improvement of service industry on the principals of marketing has been proposed and the prime factor limiting possibilities of marketing technologies development in the service industry have been specified. A role and significance of marketing instruments for innovative development of service industry as well as the prime factors of the marketing system influence on development of this branch have been determined. The proposed recommendations are base ones in formation of optimal managerial solutions as for the following development of enterprises in service industry. The results of the analysis. Progress of market attitudes in our country in many respects depends on formation of service economy within the limits of which a major factor defining effect, capacity at the most is to satisfy the requirement of the consumer. Today the role of area of services increases owing to creation of the certain social and economic conditions. They have resulted from scientific and technical progress, significant growth of labor productivity in manufacture of material benefits, as well as variations of value and a degree of urgency of satisfaction of various demands of a modern society. In this connection questions of influence of area of services on progress of a national economy or region, as well as methods of an assessment and increase of social and economic potential of service economy are very actual. Service industry development is impossible without development of such unified strategy of the development of service industry and its branches, which would provide the most effective solving of the existent problems. The unified strategy of development can be described as the strategy consisting of private development strategies of separate directions of service industry. The negative factors of problem existence which were separated in the analysis process have their own features for each one. Thus development management stipulates unity of the purpose, object, subject and organizational form. Integration of separate strategies provides overall strategy of the properties change of the elements of investigated problem system, creating various associations in the form of alternative variants of the overall strategy. Innovation strategy has significant importance for development in these conditions. Innovation strategy assumes acquisition of competitive advantages with the help of creation of principally new services or satisfaction of existent or potential consumers by new services. At present day of innovations implementation there is a severe problem of service market development in general because of lack of interference in other words system functioning is decomposed into components and mutual influence of separate market factors of development is reduced and marketing approach entirety is destroyed. Formation of the control mechanism of service industry development requires distinct subsequence of organizational activity involving specialists, analysts and professional executives which is the first-order conditions for effective functioning of the mechanism that facilitates the development of branches and enterprise of service industry. The like approach stipulates realization of marketing functions which have multipurpose content: carrying-out management of development programmes of branches and enterprises of service industry, services quality management, expenses regulation and resources management; improvement of management; management of social development of enterprises personnel. Work with developments of marketing systems, analysis of market opportunities, selection of target markets require presence of managerial systems with orientation to marketing which executes functions of information management, planning, organization of marketing activity and marketing control. Taking into account that service industry distinguishes by a wide branch orientation, the system of marketing management can functionate along with strategical management that enables to provide development in various branches and areas of management. Conclusions and directions of further researches. The scientific results, conclusions and recommendations in development of the innovative development strategy of service industry have been obtained, the principal trends of the marketing instruments used for increase of effectiveness of service branch development in general have been determined in this paper. Their practical use allows: implementation of the modern instruments into poorly reformed national service sector; to increase volumes of output of services due to improvement of the process of service rendering and satisfaction of consumers wants in full; to form a set of marketing measures for separate enterprises of service industry and by means of this to execute change-over to innovative development scenario. [ABSTRACT FROM AUTHOR]

The aim of the article. The article investigates the package customer value mechanism formation as the primary product of flexographic enterprises. The printing companies that use fleksohafic prints and flexographic enterprises have become important issue of creating customer value in the sphere of packaging for food industry. The purpose of this paper is to study the characteristics of the implementation and development of the package customer value mechanism. The results of the analysis. The result of scientific research is author's definition: «the product customer value mechanism is a system of integrated management, marketing and economic complex of tools which influence the value creating process, contribute to the manufacturer and customers relations development, increase customer loyalty and mutual benefit, which leading to manufacturer activities economic performance improving». Within the systematization of theoretical foundations of customer value of goods it is possible to identify four its components: material, service, emotional and social) that are the basis of package customer value mechanism formation. Material value of packaging is formed by flexographic companies basing on production management and quality management principles. Service customer value of packaging is formed by creating optimal conditions for work with customers and development of appropriate relationships with industrial customers. Emotional value is associated with flexographic companies' activities on the principles of marketing cooperation. The social value of the packaging is considered from the point of the main packaging characteristics for society. Methodical basis of the package customer value mechanism formation is a complex approach which takes into account its multiattributive and a lot of stages of its content filling. The number of stages of package customer value depends on the number of links in the production of the final product which actually designed packaging. Final and binding element in the chain assessment is packaged of product. Conclusions and directions of further researches. Improving the package customer value mechanism for flexographic companies is a complicated process that requires not only understanding of its content system approach but also a detailed study and analysis of the customer value processes creating and connections between these processes. The study of the package customer value mechanism formation by flexographic companies determined that not only all the flexographic companies occurrence and processes involved in the packaging customer value creation, but other members of the value chain, as well as consumers (industrial and final). Moreover, it should take into account the complexity of package customer value mechanism formation. The author indicates the necessity of its construction not only using logical methods, but clear mathematical and econometric tools as well that are the basis for further research. [ABSTRACT FROM AUTHOR]

The aim of the article. The purpose of the article is to develop evaluation criteria and testing their determination in the interaction of sellers and consumers. It is shown that formation of a single market space forcing the participants to consider the requirements and environmental factors in the formation of significant competitive advantage. Such factors as general environment and factors of entourage are taken into consideration. The results of the analysis. The paper deals with the study of marketing environment factors and their impact on marketing task vectors of trading networks. The authors propose to use holistic marketing principles for strategy building on the basis of identifying and benchmarking assessments through the interaction of all components of the network elements. It is highlighted that the largest value in the system interact of domestic partnerships is their perception and commitment to specific factors interact. Conducted testing, for example retail network «glutton», gives opportunity to develop vectors` objectives. The hypothesis of the need to study the specific results of business and interpersonal communication internal and external partners is proposed. The mentioned results of diagnostics through perception model interact of participants in marketing business system can be useful in the sphere of retail network in the food market. Conclusions and directions of further researches. The designated development strategy forms the basis metavalue by establishing and maintaining of sustainable business interactions. The authors proposed the basic differentiators: customer satisfaction, convenience, value of use, commitment, feedback. The main results of the development and the use of differentiators should increase the efficiency of firm contacts with the client, seller or buyer through attracting of customers to the business of commercial enterprises. The key advantages of system vectors tasks were marked. In order to improve the efficiency of integrated marketing business network it is proposed to establish a system of feedback and information to consumers. To do this it is appropriate use the IT technologies and the formation of customer databases. [ABSTRACT FROM AUTHOR]

The aim of the article. The aim of this article is deepening the theoretical and methodological foundations for the formation of the marketing system of forest and ecosystem goods and services with the definition of their evaluation. The results of the analysis. Analysis of theoretical and methodological foundations of the marketing system of ecosystem goods and services in the forestry allowed to outline the key conclusions: understanding the forest ecosystem biogeocoenoses and content base of the ecosystem forest management; ecosystem services are mainly associated with the implementation of environmental and social functions of forests (particularly, biodiversity and recreation development); ecosystem services are associated with the acquisition of a natural object as ecosystem service; ecosystem goods and services are identified with specific work related to the protection (preservation) and reproduction of natural resources and environmental capacity with increasing the forest reproduction. It is determined that the main objective of environmentally oriented social marketing in the field of forestry is drawing the attention of government, business and non-profit organizations and other stakeholders (stakeholders, including population and new forest owners) to solve ecological, economic and social problems of effective exploitation, reproduction and preservation of forest resources on the innovative foundation. It should be noted that environmental marketing as a system of forestry regulation of the forest entrepreneurship and sale of forest goods (services) on environmental and economic grounds can be represented also in the form of environmental and economic mechanism of marketing management in the forestry. It is also revealed that marketing of ecosystem goods and services in the forestry and development of environmentally oriented social marketing meet the requirements of social responsibility of the wood production, development of economic mechanism of the forest management on the ecological and economic foundations. Principles and methodical positions for setting the prices of creation of protective forest plantations, which have the character of ecosystem goods and services and provide the development of appropriate business initiatives and the possibility of formation of the social - environmental fund of the forest resources reproduction at the enterprise level, have been investigated in this paper. The upper level of prices for the creation of antierosion and shelterbelt plantings which have the character of ecosystem production has been determined in the range of 19,419 - 25,748 UAH/ha. Conclusions and directions of further researches. System of environmentally oriented social marketing and its main task of drawing attention of all stakeholders for solving environmental-economic and social problems of effective exploitation, reproduction and preservation of forest resources in conditions of socially responsible forest management have been considered in this article. Functioning the marketing of ecosystem goods and services is closely connected with formation of relevant information and analytical foundation, implementation of communicative policy of forest ecological and economic orientation, formation of management system of ecological-economic knowledge in the forestry. [ABSTRACT FROM AUTHOR]

Article focuses on integration of different views on personality structure, which comprises the type of person, the type of character and several types of intelligence. The paper shows practical application of the concept. Graduates who seek to realize their career must comply with the activities of his personality type, the type of character and the dominant type of intelligence. The aim of the article. The aim of the article is to offer the variant of integrating various psychological doctrines. This variant must have higher convergence of expected and actual behavior of selected groups than any of the local concepts. Personal balanced scorecard based on the innovative model of personality structure is building in the article. Practical work was carried out by the authors on the two groups of students. The main condition for the practical work was the fact that students do not impose something. The results of the analysis. We defined that personality structure is a complex concept. It is important to combine different views on the structure of individual and to include various aspects. From the analysis of other authors' works we found out that BSC idea is to balance system performance in four groups. The first group includes traditional financial performance. The second group describes external environment of the company and its relationship with customers. The third group describes internal processes of the enterprise. The fourth group allows us to describe the company's ability to learn and grow. Conclusions and directions of further researches. The focus of interest is mainly determined by the type of personality. However, the selection should be such that: consistent hierarchy of motives at this age; trends of economy in general and in the chosen industry in particular; supported by appropriate kind of intelligence; absorbed all of the recommended activity profiles as private. [ABSTRACT FROM AUTHOR]