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Документ Approach to assessment of prerequisites for implementation of strategic directions of innovative development of industrial enterprises(Технологічний центр, 2021) Illiashenko, Sergii; Illiashenko, Nataliia; Shypulinа, Yuliia; Raiko, Diana; Bozhkova, ViktoriiaThe present research substantiates the theorical and methodological foundations of quantitative assessment of the prerequisites for the implementation of strategic directions of innovative development of industrial enterprises under conditions of changing technological arrangement and the fourth industrial revolution. External and internal prerequisites for catching-up, leading and outstripping innovative development were determined and systematized. The two-step approach to assessing the sufficiency of prerequisites for the implementation of these directions was developed. It was proposed to assess external prerequisites according to the relative values of the indicators of the Global Innovation Index of the analyzed country, which take into account the highest and the lowest estimates of all countries Unlike existing approaches, the point-based score, rather than rating estimates of the indicators of countries are taken into account, which increases the assessment objectivity. The compliance of quantitative estimates with the levels of sufficiency of external prerequisites was determined using the Harrington Verbal-Numerical scale. It was proposed to assess internal prerequisites according to the author’s method of expert evaluations, which unlike existing ones, allows assessing the level of sufficiency of subsystems of the potential of innovative development of an enterprise. The two-step approach allows quantitative and comprehensive assessment of sufficiency of the prerequisites for the implementation of strategic directions of innovative development of industrial enterprises. It is possible to identify problems of prerequisites’ sufficiency, which allows their reasonable correction. The sufficiency of prerequisites for alternative directions of innovative development of machine-building enterprises was evaluated using the new approach and the best directions were chosen. The analysis time was reduced by 25–33 %, the accuracy of choice of directions and the effectiveness of their implementation strategies are increasing. The new approach improves strategic management of innovative development of industrial enterprises in the context of technological transformations.Документ Approach to assessment of prerequisites for implementation of strategic directions of innovative development of industrial enterprises(PC Technology Center, 2021) Illiashenko, Sergii; Illiashenko, Nataliia; Shypulina, Yuliia; Raiko, Diana; Bozhkova, ViktoriiaThe present research substantiates the theorical and methodological foundations of quantitative assessment of the prerequisites for the implementation of strategic directions of innovative development of industrial enterprises under conditions of changing technological arrangement and the fourth industrial revolution. External and internal prerequisites for catching-up, leading and outstripping innovative development were determined and systematized. The two-step approach to assessing the sufficiency of prerequisites for the implementation of these directions was developed. It was proposed to assess external prerequisites according to the relative values of the indicators of the Global Innovation Index of the analyzed country, which take into account the highest and the lowest estimates of all countries Unlike existing approaches, the point-based score, rather than rating estimates of the indicators of countries are taken into account, which increases the assessment objectivity. The compliance of quantitative estimates with the levels of sufficiency of external prerequisites was determined using the Harrington Verbal-Numerical scale. It was proposed to assess internal prerequisites according to the author’s method of expert evaluations, which unlike existing ones, allows assessing the level of sufficiency of subsystems of the potential of innovative development of an enterprise. The two-step approach allows quantitative and comprehensive assessment of sufficiency of the prerequisites for the implementation of strategic directions of innovative development of industrial enterprises. It is possible to identify problems of prerequisites’ sufficiency, which allows their reasonable correction. The sufficiency of prerequisites for alternative directions of innovative development of machine-building enterprises was evaluated using the new approach and the best directions were chosen. The analysis time was reduced by 25–33 %, the accuracy of choice of directions and the effectiveness of their implementation strategies are increasing. The new approach improves strategic management of innovative development of industrial enterprises in the context of technological transformations.Документ Automation of marketing activities of the enterprise(2023) Drepin, Ivan; Raiko, DianaДокумент Creation of the image and brand of the enterprise on the basis of marketing as a philosophy of management(Baltija Publishing, 2019) Raiko, Diana; Cherepanova, V. O.The modern development of an enterprise is possible only on the basis of marketing since the enterprise is effective only in case of its usefulness for consumers, the relation with which is one of the main marketing functions, i.e., marketing is a philosophy of management. The purpose of the paper is to study the theoretical background and practice of interaction of image and brand of an enterprise on the basis of marketing as a philosophy of management. Methodology. Approbation of the results is presented on the example of business projects for 2017 and 2018 of enterprises with different business scales in Kharkiv and Kharkiv region of Ukraine: small – the Centre for Child Development “Cute Kids”, medium – Association of Confectionery Enterprises “Solodkyi Svit” (“Sweet World”), large – Turboatom JSC, by means of research methods: theoretical generalization, system approach, expert estimation method. Results. The work results are the development of methodological approach to evaluating the effectiveness of the marketing department in the process of business management at the enterprise, taking into account the enterprise value and brand value for large industrial enterprises, the peculiarity of which is the ability to investigate the relationship between the effectiveness of the development of the marketing department (organizational and managerial aspect) and the performance of its divisions (economic aspect) and take into account the identified causal relationships in the process of enterprise activity. The system for evaluating the performance of the marketing department, taking into account enterprise value and brand value, involves two levels of assessment: the first one allows determining its performance in general, that is, the effectiveness of its development, the second one takes into account the specifics of divisions of this department of the enterprise and allows determining their performance according to individual results, that is, the effectiveness of divisions, which is reflected in the basic social and economic performance indicators of the enterprise. The effectiveness of the development of the marketing department is evaluated using the following indicators: development trend ratio, marketing efficiency ratio, management process productivity ratio, division productivity ratio, and executive efficiency ratio. The calculation is based on individual indicators: an integral indicator of the effectiveness of the development of the marketing department, which is calculated by the normalized part of the indicators for additive convolution, taking into account their ratios of significance, and by performance indicators of marketing research division (sales volume, market share, building market strength), the work of the business development division is evaluated using indicators (“corporate image”, “enterprise competitiveness”, “profit”, “consumer readiness”, “partner’s business attractiveness”), communication division (trade turnover, information base update, development of partner relations, brand value), which are interrelated, interdependent, reveal the essence of determining the performance of the marketing department at different angles, allow justifying the adjustment of certain aspects of marketing development at the enterprise, and are calculated as arithmetic mean values of performance indicators of the divisions. Conclusions. Practical approbation of the proposed approach is presented on the example of large industrial enterprise named Turboatom JSC and confirms the practical value of the worked out approach to evaluating the performance of the marketing department in the process of managing the activities of an industrial enterprise, taking into account enterprise value and brand value.Документ Defining a selection procedure of CRM systems for the information-analytical support to the marketing activities at an enterprise(РС Tесhnology сеntеr, 2024) Raiko, Diana; Shypulina, Yuliia; Potrashkova, Liudmyla; Illiashenko, Nataliia; Bozhkova, Viktoriia; Konokhova, Zoia; Miroshnуk, Mariіa; Nagy, Szabolcs; Illiashenko, Sergii; Abdunurova, A s s e mThe object of this study is digital marketing at an enterprise. The investigated problem is the lack of a sufficient level of systematic consideration of the task to use information communication systems and technologies in the marketing activities of enterprises. Availability of such a system would increase the company’s potential in creating mutual value for the seller and the client when implementing relationship marketing technologies. It is shown that the information and analytical support of the enterprise’s marketing activity can be presented as a tool of the enterprise’s activity, functioning as an element of the enterprise’s management system. Among the general criteria for choosing a CRM system, it is proposed to consider convenience and ease of use, flexibility of system settings for special business needs, price, simplicity. Such consideration of CRM systems and their capabilities provide economic effects that affect the profitability of the enterprise and prevent the impact of negative factors on the development of the company.The proposed procedure for choosing an adequate CRM system was verified on the example of a dental clinic, which made it possible to draw a conclusion about the feasibility of implementing a CRM system in the business under study. It is based on received estimates of short-term and long-term economic effects of the system’s application. Calculated data are provided for support, which showed that the productivity of the administrator’s work increased by 73.3 %, and the average duration of patient care by the doctor, taking into account the time of registration, decreased by 25 %. This is due to the fact that the system makes it possible to perform a quick search on the general electronic database, and the time saved at this stage can be spent on performing additional workДокумент Development of a system of motivation for employees of the marketing department of the enterprise for product promotion using tools of informational interaction of virtual space(PC Тесhnology сеntеr, 2023) Raiko, Diana; Shypulina, Yuliia; Vasyltsova, Svitlana; Oborina, Anastasiia; Fedorenko, IrinaThe work considers the problem of developing an approach to increase the motivation of employees of the company's marketing department to promote products (websites) to partners and consumers in the virtual space by using marketing tools of information interaction. Approaches to improving the enterprise management system and increasing its business activity were proposed. The first one is for the formation of well-founded proposals for the development of a system of motivation for marketers in the promotion of products according to the point evaluation system on a certain number of sites where information about the company's activities is posted. The second is to develop recommendations for product promotion by marketers in the virtual space to increase the business activity of the enterprise. Methodical recommendations were proposed, in contrast to the existing approaches, based on the implementation of the motivation system of marketers (link builders and attrichers). Characteristic differences are the substantiation of the employees' motivation to promote the company's products (websites) and the improvement of the structure of the outriggers department. This is due to the introduction of a system of subgroups managed by outriggers under the chairmanship of a team leader. The features that made it possible to solve the mentioned problem are that according to the results of the work of each subgroup, all participants can receive bonuses, motivating each other to work more fruitfully. It was determined that such a system, using the example of outriggers, is the most successful for the sustainable development of the site. The motivation system is used in practice and consists in dividing all the indicators of the site and assigning them the corresponding points, according to the most important criteria. The results are explained by the fact that the better the site's indicators, the higher the score will be given, the higher the bonus will be for the fulfillment or over-fulfillment of the plan by the outreachers. On the other hand, the site will receive better and more diverse links, which is also an important factor for search engines.Документ Evaluation of quality level in managing the development of industrial enterprises(Технологический центр, 2019) Raiko, Diana ; Podrez, O.; Cherepanova, V. O.; Fedorenko, I.; Shypulina, YuliiaThe research focuses on the substantiation of theoretical aspects and practical support for assessing the quality level of managing enterprises development taking into account the influence of the external and internal environment. The conceptual apparatus for estimation of quality development of enterprise management was refined, which makes it possible to determine reasonably the level of management according to the generally known elements (economic, social and ecological) that are proposed to be supplemented with an energy component. A new conceptual approach to the procedure of evaluation of the quality of development management by levels, the stages of which are proposed to expand by: the formation of the database by levels of management (state, regional), choice and evaluation of indicators by components of development and spheres of activity, development of the tools for management improvement. The integrated indicator has been proposed, which differs from the existing ones by the fact that it estimates the quality of development management, rather than the development level. In contrast to the previously proposed ones, the integrated indicator takes into account the influence of external environment by the components of development and of the internal environment – by the areas of activity for each component. That is why it has practical significance, since it allows performing monitoring and detecting the negative influence of management on the enterprise development. Taking coke plants as an example, the structures of the indicators that characterize the management quality were determined. A large number of indicators were reduced by the method of expert assessments, which increases the validity of the choice. Indicator estimates were constructed solely based on relative indicators (indices), which improves consistency. Using the integrated method, the estimation of the indicators by individual components and on the whole was performed. The scale for evaluation of the quality level of enterprise development management was constructed using the Harrington function. The new approach to assessing the quality of the enterprise development management and a complex of mathematical support will lead to the uniform economic, social, environmental and energy development of enterprises.Документ Identifying the system of value factors of green consumer choice(LLC "Consulting Publishing Company "Business Perspectives", 2024) Potrashkova, Liudmyla; Zaruba, Viktor; Raiko, Diana; Yevsyeyev, OleksiyTo justify the production of green products, it is necessary to anticipate the choice of consumers toward products with different environmental friendliness. Therefore, it is necessary to understand the factors that determine this choice, particularly value factors. The study is based on the idea that a consumer is stimulated to eco-consumption by a set of values, not excluding individualist values; and the influence of values is mediated by motives. The purpose of the study is to develop the theoretical founda tions of constructing a three-level system of value factors of green consumption on the example of office paper consumption. As a result, the study formed a system of factors containing preferences, motives, and values of office paper consumers. According to the proposed approach, for each respondent, quantitative characteristics of the ele ments of the system of factors were determined through a survey, which made it pos sible to identify correlation relationships between the elements. A pilot study was used to test the proposed approach to constructing a value factors system. The results of the pilot survey showed a positive connection between eco-friendliness of consum er preferences – through motives – with such values as “Nature,” “Self-development,” “Country success,” and “Social power.” This finding provides additional justification for the assumption that individuals are driven to green consumption not only by socially oriented values but also by individualistic values. Identifying the value factors of green consumption will allow predicting consumer behavior and influencing it through tar geted marketing offers.Документ Management of the innovative development potential of industrial enterprises in the digital economy(Український державний хіміко-технологічний університет, 2022) Illiashenko, Sergii; Shypulina, Yuliia; Illiashenko, Nataliia; Raiko, DianaThe article considers the development of the approach to complex adaptive management of the potential for innovative development (PID) of the industrial enterprise in the conditions of the formation and development of the digital economy. The impact of information computer technologies of the fourth industrial revolution on each component subsystems (including their elements) of the PID of the industrial enterprise from the standpoint of ensuring its sustainable innovative growth are determined and systematized by the nature of action (favorable or unfavorable). Approaches to purposeful management of PID component subsystems of the industrial enterprise have been developed in order to update their condition in relation to external conditions and ensure favorable internal prerequisites for innovative development in the digital economy. Their application makes it possible to reasonably align the internal possibilities of innovative development of the industrial enterprise (its PID) with the external ones in the conditions of the digital economy. The enlarged scheme has been developed that reflects the sequence and content of the formalized procedures for managing the PID of the industrial enterprise in the context of its transition to the path of innovative development in the conditions of the digital economy. It can be used as a methodological basis for the implementation of the developed approaches in the practice of innovative activity of industrial enterprises. The presented developments collectively form the approach to complex adaptive management according to formalized PID procedures of the industrial enterprise, including its component subsystems-potentials and their elements, in the context of ensuring the compliance of internal and external conditions of innovative growth of the enterprise in the digital economy. The developed approach, in contrast to the existing ones, provides the adaptive management of all components (as well as their elements) of PID in a complex, which increases the degree of coherence and validity of the management of innovative development at industrial enterprises in the digital economy.Документ Management of the interaction of the enterprise with partners and consumers: models, methods and information interaction(PC Technology Center, 2022) Raiko, Diana; Fedorenko, Irina; Kitchenko, Olena; Kobieliev, Valerii; Litvynenko, Mariia; Romanchik, TаtianaThe management of the interaction of an enterprise with partners and consumers is based on the system "enterprise – consumer – partner", takes into account the ratio of economic parameters of the processes of production, supply and distribution of products, including an assessment of the competitiveness of the enterprise, the attractiveness of the partner, the readiness of the consumer and the developed complex of economic and mathematical models for forming the composition of the system "consumer – enterprise – partner", determining the effect of its operation and the budget of information interaction, the features of which are the allocation of four blocks of models, which allows for a reasonable choice of the composition of consumers, partners for each enterprise, taking into account their characteristics and information interaction strategies, allowing enterprises to model communication in the system "consumer – enterprise – partner" according to the criterion of maximizing income and use the results of modeling for the implementation of information interaction.Документ Managing costs of an industrial enterprise when using secondary resources(Технологический центр, 2020) Raiko, Diana ; Podrez, O.; Cherepanova, V. O.; Melnikov, O.; Kharchenko, A.Cost price reduction is one of the ways to improve the competitiveness of products. It is possible by establishing the set of factors affecting the production costs at an industrial enterprise and building on this basis a mathematical model of in-house cost management. The study objective was to develop and substantiate an economic-and-mathematical model of management to minimize the enterprise costs taking into account the utilization of secondary resources obtained in the production of basic products. The model consists of two stages. At the first stage, full costs of production of basic and additional products are determined. The peculiarity of this production implies the generation of significant amounts of secondary resources that have both independent value and opportunities for their use in the main technological process. This leads to complex material flows within the production process, which were accounted for in the study with the help of an adapted “cost-output” balance model. A plant can function with the use of a variety of raw materials which differ in both prices and rates of the output of basic products and secondary resources. This brings about the problem of finding an optimal combination of input resources to minimize costs or maximize profits. The problem is solved in the second stage. It is formalized as a linear programming problem. It features the provision of the ability to establish indicative plans of production of both main products and by-products. The model was tested on the example of coke-chemical plants producing coke of KDM-2 grade with 6 % humidity content and KDM-1 grade coke of improved quality as the main products. Coke oven gas, coke fines, beans, and sludge are produced as by-products. After purifying the coke oven gas, it is further used in the production of heat and electricity, compressed air, and a fuel for coke ovens. Thus, the produced fuel and energy, utilizable material resources, and circulating water supply are secondary resources. A certain portion of by-products is sold to third parties. When applied, the model will make it possible to improve the efficiency of cost management at enterprises.Документ Methodological provisions for conducting empirical research of the availability and implementation of the consumers’ socially responsible intentions(Сумський державний університет, 2018) Potrashkova, Lyudmyla; Raiko, Diana; Tseitlin, Leonid; Savchenko, Olga; Nagy, SzabolcsSocial responsibility of consumers is one of the main conditions for the recoupment of enterprises’ expenses associated with the implementation of social and ethical marketing tasks. Therefore, the enterprises, which plan to act on terms of social and ethical marketing, should monitor the social responsibility of consumers in the relevant markets. At the same time, special attention should be paid to the analysis of factors that prevent consumers from implementing their socially responsible intentions in the regions with a low level of social activity of consumers. The purpose of the article is to develop methodological guidelines that determine the tasks and directions of conducting empirical studies aimed at assessing the gap between the socially responsible intentions of consumers and the actual implementation of these intentions, as well as to identify the causes of this gap. An empirical survey of the sampled consumers in Kharkiv was carried out in terms of the proposed methodological provisions. It revealed a rather high level of respondents' willingness to support socially responsible enterprises and a rather low level of implementation of these intentions due to the lack of consumers’ awareness. To test the proposed methodological guidelines, an empirical study of the consumers’ social responsibility was conducted in 2017 on a sample of students and professors of the Semen Kuznets Kharkiv National University of Economics (120 people). Questioning of the respondents was carried out using the Google Forms. The finding allowed to make conclusion for existence of a high level of respondents' willingness to support socially responsible and socially active enterprises. However, the study also revealed the existence of a significant gap between the intentions and actions of consumers, caused by the lack of awareness. The authors allocated the prospects of socially responsible business development in the region, provided the active measures were taken by business and authorities to inform the consumers about the social responsibility and social activity of producers.Документ Synergistic approaches to strategic management: models and impact on the performance of organizations(Akademické sdružení MAGNANIMITAS, Czech Republic, 2024) Domyshche-Medyanyk, Alla; Zelich, Viktoria; Novikova, Maryna; Bielska, Tetiana; Raiko, DianaIn the current dynamic business environment, the ability of organizations to manage and innovate effectively is becoming a crucial factor for success and competitiveness. In this context, synergistic management approaches are of particular relevance since they offer the integration of different functions and processes to achieve better results than are possible by using traditional methods. The relevance of the topic is determined by the need for a more comprehensive understanding of the mechanisms of synergy in management and its impact on organizations’ efficiency. The purpose of this research is to analyze synergistic models of strategic management with a focus on their key features, advantages and limitations. Modern organizational tructures and strategic procedures are the object of the research. In our research, we applied a comprehensive methodological approach that combines a systematic approach, analysis and synthesis, and comparison. This gave us the opportunity to conduct an in-depth analysis of the interactions between different components in the organizational system, opening up new perspectives in understanding synergies in management. The application of these methods also made it possible to effectively assess how synergistic strategies influence the overall management efficiency, providing valuable insights into optimizing organizational processes.Документ Use of digital technologies in marketing(2023) Raiko, Diana; Salionovych, L. M.