Search

The use of digital tools in marketing communications has become an obvious precondition for a successful business. At the same time, the modern concept of holistic marketing establishes that the purpose of marketing communications is to promote business of a firm, which includes not only the promotion of its goods and services, but also the management of its relations with all stakeholders. These provisions fully apply to Ukrainian industrial enterprises that seek to develop foreign sales markets. In the paper the concept of a site was chosen as the key term for research of marketing online communications. From the standpoint of their purpose, sites represent different types of social media that make it easier for their users to communicate and exchange multimedia information with each other. Websites are viewed as marketing communication channels that use certain methods to promote business activities. This raises the problem of integrating promotion channels into a single marketing communications system. The paper is devoted to the analysis of methods of promoting business activities of enterprises using social media sites and their systematization to create integrated marketing communications. We have classified websites according to the role they can play in integrated business promotion. It has been established that one should highlight the official sites of an enterprise promoting its business activities and the sites used to obtain information services. Many enterprises have two official websites: a representative one for presenting their business activities and a transactional one for e-commerce. The developers of information services sites are their owners, for whom the provision of these services constitutes the content of their business activity. These sites include social media supporting email, social networks, blogs, instant messengers. The analysis of the main methods of promotion in various social media is carried out. It allows one to establish the necessary logical connections between the promotion processes through various communication channels for their integration into a single system. [ABSTRACT FROM AUTHOR]

The paper proposes an approach to the organization of the occupational safety engineer's workplace using the tools provided by the MS Office environment. The performance of functions and the solution of tasks inherent in the work of an occupational safety engineer are implemented with the help of publicly available tools integrated in a hypertext document. In the first part of the work [1], in addition to the analysis of existing software developments and the assessment of their cost-effectiveness, the user interface with the main tools for solving tasks related to the organization of occupational health and safety at the enterprise is considered, including: planning the work of an occupational health and safety specialist, working with the base of regulatory and legal acts and the base of normative acts of the enterprise. In the second part of the work, such areas of activity of the labour protection service of the enterprise as work with the personnel database, analysis of industrial injuries and illnesses, training and verification of the knowledge of the enterprise's employees on labour protection issues are considered. Thus, in the course of working with the personnel database, i.e. with personnel, the "Personnel" mark on the worksheet provides a link to a document that contains a table of information about the personnel of the company's divisions, necessary for the day-to-day and long-term work of an occupational health and safety specialist - planning briefings, training and testing of knowledge on labor protection and fire safety, preliminary and periodic medical examinations, professional selection, etc. To store more detailed personnel data, a specialized database has been developed in the database management system (DBMS) MS Visual FoxPro, and appropriate screen forms for accessing, correcting, and printing data are provided. The next important area of work of an occupational health and safety specialist is the analysis of industrial injuries. MSOffice provides an opportunity to conduct a group analysis of trauma with the help of built-in charts. The work presents diagrams reflecting the dependence of the level of injury on the age of the victims and on the length of work, on the type of traumatic factor and on the time of the work shift. Changing the data on the number of cases in the tables leads to automatic changes in the charts. Another important area of work is training on labour protection issues. MS Office, in particular MS Word, contains programming tools in the Visual Basic for Application (VBA) language. This makes it possible to develop programs for training and testing knowledge. The work presents screen forms of the program for checking knowledge of the main regulatory legal acts on labour protection. The work outlines further steps to improve the complex, aimed at automating the main functions of the occupational health and safety management system: organization of medical examinations, monitoring of occupational health and safety, provision of workers with personal protective equipment, planning of occupational health and safety measures, organization of a virtual occupational health and safety office, and others. The purpose of the work is to facilitate, improve the efficiency and comfort of the work of the occupational safety engineer. [ABSTRACT FROM AUTHOR]

One of the main barriers to enhancing innovation activities of the industrial enterprises of Ukraine is the lack of financial resources per se and their limited use for innovative purposes. Therefore, the primary objective, on the one hand, should be an increase of investment support of enterprises' innovative activity from all sources - own, borrowed and external - and, on the other hand, optimization of innovative expenditures' structure that has developed in enterprises of various types of industrial activity in order to ensure maximum economic returns. The aim of this paper is to analyze the correlation between the amount and components of expenditures on innovation activity and the total amount of innovative products, sold by industrial enterprises of Ukraine, and, according to the results of this analysis, to submit proposals for improvement of investment support of their innovation activity. In the paper, using correlation and regressive analysis the correlation between expenditures on innovation and the volume of innovative products, sold by industrial enterprises of Ukraine in 2015 and 2017, is investigated. It was hypothesized that the total amount of innovative products sold and their share, which is new to a market, as well as the number of innovative products, marketed abroad, depend on various types of investments in innovations. Correlation and regressive analysis revealed a different impact of components of investments in innovation on the amount and structure of innovative products sold, which confirmed the hypothesis of the study. It has been defined that the overall amounts of innovative products sold depend the most on the level of expenditures on purchasing of machines, hardware and software, as well as expenditures, related to the component "Others". The positive tendency of innovative products sold that are new to the market and which are sold to other countries are largely determined by the volume of expenditures on external R&D. Thus, by changing the structure of investment in innovation, an enterprise can significantly increase economic return, and, consequently, their level of competitiveness. [ABSTRACT FROM AUTHOR]

The research paper notes that the efficiency of the use of fixed capital is one of the basic criteria of the performance of a mechanical engineering enterprise, which necessitates its detailed study and evaluation. Peculiarities of evaluating the efficiency of use of fixed capital of mechanical engineering enterprises are investigated. A thorough analysis and generalization of current methodical approaches to evaluating the efficiency of the use of fixed capital by the enterprise is carried out. The basic criteria of evaluating the efficiency of use of fixed capital by mechanical engineering enterprises are determined. The author’s concept of the modern methodology for evaluating the efficiency of the use of fixed assets by mechanical engineering enterprises is presented graphically, including: object, subject, goals and objectives, principles and functions, methods and criteria for evaluating the efficiency of the use of fixed capital by mechanical engineering enterprises. The purpose and tasks of further scientific research are substantiated, which consist in the practical use of the proposed methodology for real evaluation of the efficiency of the use of fixed assets of the operating mechanical engineering enterprises and their forecasting in order to ensure their strategic development. [ABSTRACT FROM AUTHOR]

The purpose of the paper is to research and improve the theoretical approach to determining the essence of enterprise competitiveness as a defining characteristic of the effectiveness of its functioning. The article investigates the evolution of scientific views to the understanding of "competition" concept. The definitions of competitiveness offered by Ukrainian and foreign scientists-economists are presented. The approaches to the definition of the category "enterprise competitiveness" are systematized, the content of it is specified and supplemented. It is grounded that enterprise competitiveness should be understood as reflecting the degree of realization of the potential company power to dominate competitors in the market in the short and long term. The set of factors providing the competitive advantages of the enterprise is identified. It has been established that a specific combination of factors is an objective background for the creation of stable competitive positions of the company in the market. The prospects for further in-depth researches based on the study of the methodology for assessing the competitiveness of the enterprise are outlined. [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]

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 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. 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. 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 study reviews foreign and Ukrainian theory and practice in terms of business infrastructure. The infrastructure is one of the key factors to success of small and medium-sized enterprises which ensures their efficient operation. This paper defines small business infrastructure as a set of state and public institutions (organizations, entities) which provide support services to enterprises, facilitate their economic activity and enhance its efficiency. The article concludes that organizational and informational infrastructure of small business support should be identified as an array of business support services (informational, consulting and legal) offered by authorized institutions to facilitate small businesses. This study takes a look at the system of small business infrastructure in the country, its state, development and government support. Currently business incubators in the form of technology parks are the type of business assistance programs which prevail in regions and help startup and early-stage companies with technical advice during their first, the most difficult, year in the marketplace. Business incubators are nonprofit organizations financed by communities or sponsors. They can only recover 10 - 60 % of their cost. That is why the government, that declares state support to small business, should share the cost of business incubator programs and encourage sponsors and venture capitalists to give financial support. The dissertation studies the mechanisms of business incubator operation and the stages of its development. It analyzes the development of small business infrastructure elements in Ukrainian over the past 10 years. The analysis of regional business support programs implementation shows that no more than 5.2% of local budgets are allocated to develop the infrastructure. As a result, the majority of regions do not have an established network of financial credit or advisory infrastructure of business assistance, or it develops spontaneously, uncoordinated by local authorities which reduces the efficiency of infrastructure as a driving force of local small business development. The research uncovers the problems and offers ways to improve the infrastructure development. [ABSTRACT FROM AUTHOR]