Кафедра "Економічна кібернетика та маркетинговий менеджмент"

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https://repository.kpi.kharkov.ua/handle/KhPI-Press/2709

Увага! Від травня 2023 року колекція кафедри "Економічна кібернетика та маркетинговий менеджмент" не поповнюється.

На основі кафедр "Економічна кібернетика та маркетинговий менеджмент" та "Економіка та маркетинг" створено кафедру "Маркетинг" (НАКАЗ 552 ОД від 26.11.2021 року).

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Analysis of the Effectiveness of Tariffs for Telecommunications Services with Broadband Access
(ФОП Андреева, 2018) Zaruba, Viktor; Parfentenko, Iryna
The purpose of the study was to analyze the efficiency of tariffs of companies providing telecommunications services with broadband access. The analysis was carried out with respect to both the efficiency of the tariff system in general and its individual elements. The structure of costs for services providing access to the Internet and networks of digital television has been studied. The scheme of the analysis of the product and cost parts of the tariff system of telecommunication companies is proposed. The advantages and disadvantages of pricing strategies for telecommunication services are discussed.
Analysis of the policy of operation activity of anenterprise with productre servation
(ПП "Технологічний Центр", 2022) Zaruba, Viktor; Potrashkova, Liudmyla; Guryanova, Lidiya; Sokol, Kateryna; Kuksa, Ihor
This paper examines the process of operative planning of the production of an industrial company under conditions of random fluctuations in current demand. It is shown that under these conditions there are losses, the size of which depends on the adopted policy of operation activity. The policy of operation activity is understood as the rule of making decisions on current production volumes based on information about incoming orders, probable volumes of future demand, and possible losses due to the deviation of capacity load from the normative one. In the paper, it is proposed to assess the effectiveness of each policy of operation activity using the indicator of the limit average economic effect per unit of time for an infinite number of periods. An original approach to assessing the effectiveness of the policy of operation activity with product reservation was developed. It was shown that when using this policy, there is an effect of product “overstock” on the chains of successive periods. It was proposed to select the initial reserve so that the probability of completion of the reservation chain for a given number of periods should be close to unity. Such an approach creates an opportunity to determine the expected economic effect on the chains of reservation of various product types and, as a result, to assess the policy effectiveness in general. An assessment of the effectiveness of the policy with reservation in the form of the dependence of the policy effectiveness indicator on the values of cost indicators was obtained. Comparison of this assessment with a similar assessment of the effectiveness of the policy of fulfilling incoming orders allowed finding a condition under which the policy with reservation is more profitable. It involves ensuring that the magnitude of losses per unit of production associated with the product stock storage does not exceed half the sum of the magnitude of losses per unit of production due to downtime and excess capacity load
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, Viktoriia
The 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.
Assessing the scale and readiness of companies to enter the world market of informational technologies
(2013 L'Association 1901 "SEPIKE", 2015) Sokol, Kateryna
In the article while determining the readiness assessment of IT companies to enter the world market of information technology, which is based on the weighted average degree of manifestation of expert evaluation in its totality of diagnostic parameters that characterize readiness to enter the world market of information technologies and can manifest itself in its activities to varying degrees, is proposed to use specially designed numerical measurement scale that has a gradation in the proportions of the golden section, corresponding to different degrees of readiness of the IT companies to enter the world market of information technologies.
Automation of marketing activities of the enterprise
(2023) Drepin, Ivan; Raiko, Diana
Axiological approaches for grounding of strategic benchmarks of region development as a basis for state regulation directing
(ПУ "Причорноморський науково-дослідний інститут економіки та інновацій", 2016) Kuzmynchuk, N. V.
The article reviews current approaches to the selection of strategic guidelines development. Proved that the state regional policy should be based on a new paradigm of social development, focused on improving the economic and social living standards for every citizen.
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.
Development management of company’s innovative-encouraging environment on the basis of innovative culture formation
(University of Bielsko-Biala, 2019) Shypulina, Yuliia; Sokol, Kateryna
Article focuses on formalized approach elaboration to the management of formation process and innovative culture development of an enterprise. It also specifies content of management procedures. The approach to the selection of management actions depending on the state of components of subsystems and elements of innovation culture is developed and tested. The economic-mathematical model for tools and methods structure optimization of the enterprise innovative culture formation and development is proposed and tested.
Development of strategic management of marketing activity of an industrial enterprise
(Національний університет "Львівська політехніка", 2014) Raiko, D. V.
The present article scientifically proves and suggests the concept of strategic management of development of marketing activity of an enterprise the core of which underlies the development of the "consumer–enterprise–partner" system as well as a methodological approach to formation of marketing strategies of an enterprise based on a competitive capacity of an enterprise, business attraction of its partners as to cooperation and willingness of consumers to consume its products. A system of methods has been provided to form marketing strategies of an enterprise based on the competitive capacity of an enterprise, business attraction of partners, and willingness of consumers. The relevance of creating a marketing department at large machine building enterprises has been proved appropriate; a methodological approach has been proposed to evaluate the efficiency of its activity as a whole and its divisions and managers. The methodological support of information interaction of an industrial enterprise in the process of marketing activity has been theoretically justified and proposed; the strategies of marketing activity have been improved; the methodical recommendations have been developed to form a budget of information interaction of an enterprise with partners and consumers.
Diagnostics of innovative culture of Ukrainian society
(Primedia eLaunch LLC, USA, 2019) Illyashenko, Sergii; Shypulina, Yuliia; Sokol, Kateryna
The relevance of the research is the need to increase the efficiency of managing the innovative culture of society as a mechanism of socio-cultural regulation of innovative human behavior, which is the basis of innovative and favorable environment-higher state, forms the prerequisites for the transition to an innovative path of development. The purpose of the research is to improve and practically test the system of management of the innovative culture of society based on the results of diagnostics of its condition. The theoretical and methodical approach to the diagnostics of the state as a subsystem of purposeful management of innovative culture of society is improved. Diagnostics of the state and dynamics of the development of the innovative culture of Ukraine, as a whole, and its individual components and their elements for the period 2013-2019 (the period of active political and socio-economic transformations) was performed. A set of practical-oriented recommendations for ensuring the proper level of individual elements and constituents of the innovative culture of the Ukrainian society is proposed. It is substantiated that the practical implementation of the obtained results will help to increase the level of innovative culture of society as one of the main elements of formation of an innovative and favorable environment of the state, which, in its turn, creates prerequisites for innovative development of the Ukrainian economy in line with the concept of innovative advancement. The theoretical, methodological and methodical foundations of innovative management at the state level have been deepened in terms of improving the system of diagnostics and management according to its results by developing the innovative culture of society.
Evaluation of quality level in managing the development of industrial enterprises
(Технологический центр, 2019) Raiko, Diana ; Podrez, O.; Cherepanova, V. O.; Fedorenko, I.; Shypulina, Yuliia
The 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.
Formation of relations between the enterprise and consumers as the basis of the industrial enterprise development
(Prague Institute for Qualification Enhancement, 2016) Raiko, D. V.; Tseitlin, L. M.
Nowadays life makes the companies think about their existence: for whom and for what they work, from whom and from what depends their well-being and what it is necessary to do to become competitive and prof-itable. In order to prevent the destruction of the enterprise in certain periods it is necessary to know the typical problems and mistakes of organizations in this section of road. It is necessary to understand the nature of changes that occur in the enterprise and around it, to watch closely the factors that ensure the success of the organization, and do not miss the moment of introduction of changes.
Intellectual capital management of the university in the system of its innovative development
(ДВНЗ УДХТУ, 2022) Illiashenko, Sergii; Shypulina, Yuliia; Illiashenko, Nataliia; Golysheva, Ievgeniia
The article is devoted to the development of an approach to integrated adaptive management of intellectual capital of a modern university (including individual subsystems and their elements) in the system of its innovative development in the changing technological environment and the fourth industrial revolution. The sequence and content of formalized management procedures are determined, including the determination of perspective strategic directions of scientific and educational activity of the university in the conditions of technological transformations caused by the fourth industrial revolution; assessments of the proposed methodological approach to the level of the current state of subsystems and elements of intellectual capital from the standpoint of sufficiency to ensure the innovative development of the university in selected areas; decision-making on the management of intellectual capital of the university, including its subsystems and their elements, based on the results of the assessment of their sufficiency. The conceptual scheme of adaptive management of university intellectual capital in the conditions of technological transformations in the system of its innovative development is developed. The scientific results obtained in the article deepen the principles of innovative management of scientific and educational institutions in terms of forming an approach to adaptive integrated management of university intellectual capital, as one of the main prerequisites for their innovative development in the transformation of technological systems and the fourth industrial revolution. The practical implementation of these developments will significantly increase the efficiency of management of the formation, actualization, strengthening, and use of intellectual capital of universities, to form on this basis the prerequisites for their innovative development, strengthen positions in world rankings. It will also contribute to the development of the market infrastructure of scientific and educational services and the innovation infrastructure of the state as a whole, which is especially relevant for Ukraine.
Inverse Dynamic Models in Chaotic Systems Identification and Control Problems
(2018) Lyubchyk, Leonid; Grinberg, Galina
Inverse dynamic models approach for chaotic system synchronization in the presence of uncertain parameters is considered. The problem is identifying and compensating unknown state-dependent parametric disturbance describing an unmodelled dynamics that generates chaotic motion. Based on the method of inverse model control, disturbance observers and compensators are synthesized. A control law is proposed that ensures the stabilization of chaotic system movement along master reference trajectory. The results of computational simulation of controlled Rösller attractor synchronization are also presented.
The main tools of the state support and development of innovation activity in Ukraine
(Видавничий дім "Інжек", 2015) Illiashenko, N. S.; Riazantseva, Yu. M.
The publication is aimed at identifying the major strengths of the internal potential of country in the sphere of innovation activity and bringing it into line with external possibilities with a view to increasing Ukraine's competitiveness in the international market. The factors that impact the innovation activity of country nowadays have been identified, it has been proven that the most effective way to increase this activity is applying the experience of developed countries. Based on an analysis of the specificity of innovation in different countries, a simplified mechanism that is characteristic of all of them has been elaborated. On its basis, a further mechanism for the State support of innovation activity for Ukraine among other countries has been elaborated, with a subsequent allocation of distinctive and unique features. Further research should be aimed at the formation of linkages between the elements of the innovation system in the country and developing a mechanism of their interaction with international institutions.
Management of commercialization of knowledge in the system of innovative development of the enterprise in the conditions of transformation of technological institutions
(Teadmus OÜ, Estonia, 2023) Illiashenko, Sergii; Shypulina, Yuliia; Illiashenko, Nataliia
The obtained results deepen the fundamental aspects of the innovative management of an industrial enterprise in the part of managing the choice of approaches to the commercialization of knowledge as the basis of innovative development. Further research should be aimed at developing the methodological foundations of the organizational and economic mechanism of knowledge management at the enterprise in the context of its innovative development in the unstable conditions of the transformation of technological structures.
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, Diana
The 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.
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.
Marketing of scientific and educational knowledge of the modern university
(Одеський національний політехнічний університет, 2019) Illiashenko, Sergii; Shypulina, Yuliia; Klisinski, Janusz
The purpose of the article is to develop theoretical and methodological bases for forming the marketing system of scientific and educational knowledge of modern university. The basic tasks of marketing of scientific and educational knowledge of the modern university are specified and systematized. The tasks concerning orientation of the knowledge production system on the most perspective types of knowledge, as well as formation and stimulation of demand, promotion and application (commercialization) of modern knowledge are detailed: separately in sections of scientific and educational knowledge. On the basis of the existing practice, it is proposed to apply the concept of 8P marketing of scientific and educational knowledge of universities. An integrated scheme of the marketing system of scientific and educational knowledge of the modern university has been formed uniting types of marketing; main tasks; tools for solving these problems into a single complex. The distribution of functions and management decisions of separate units and senior management of the university is performed.
Marketing prerequisites for entering the enterprise in the international market of information technologies
(ТЕС, 2020) Pererva, P. G.; Maksymenko, Yana; Sokol, Kateryna
It is substantiated that for a successful entry into the world market, an information enterprise needs to solve a number of important issues: to determine the desired and most attractive market segment that corresponds to the material capabilities of the enterprise; risks; choose the time to market; assess the scale of market entry; substantiate the way (form) of entering the international market. It is recommended to build a future strategy of the information enterprise in the international market using the concept of three horizons: the first horizon reflects the work of the enterprise to further improve the existing information product; the second horizon reflects the work of the enterprise to find new sources of profit; the third horizon reflects the capabilities of the enterprise, given the availability of the required amount of material and intellectual resources, access to international markets with a progressive information product developed on the basis of the blockchain.

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