Кафедра "Економіка та маркетинг"

Постійне посилання колекціїhttps://repository.kpi.kharkov.ua/handle/KhPI-Press/3992

Увага! Від травня 2023 року колекція кафедри "Економіка та маркетинг" не поповнюється.

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

Від 1995 року кафедра мала назву "Економіка і маркетинг", первісна назва – кафедра економки і організації машинобудівної промисловості, була заснована в 1984 році. Від дня заснування кафедри нею завідував доктор економічних наук, професор Анатолій Іванович Яковлєв. Йому присвоєно почесне звання Заслуженого працівника народної освіти України та обрано Академіком Академії інженерних наук України. Ім'я Яковлєва А. І. внесено до біографічного словника "Видатні люди ХХ століття" Міжнародного бібліографічного центру в м. Кембрідж.

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Assessment of patent value using its citation index
(2022) Pererva, P. G.; Kobielieva, Tetiana; Kosenko, Oleksandra
Using the example of patents, the issue of assessing the value of intellectual property objects is highlighted, taking into account the indicator (index) of their citations in scientific literature. A study of the types of patent citations was conducted, to which the authors include citations from an article to a patent, from a patent to a patent, from a patent to an article. It is proposed to use criteria for classification of patent citations using two indicators. Firstly, taking into account the scope of use of the citation - whether in the field of scientific action of the patent or beyond it, and secondly, taking into account the subject of citation - the citation is carried out by another patent owner or self-citation is carried out by the owner of this patent. Peculiarities of patent citation in comparison with methods of traditional citation of scientific works are revealed. For the first time, special attention is paid to the nature of the citation itself: positive or negative. It is substantiated that taking into account in the calculation of the citation index quotes with a negative content contributes to the decline of scientific discussion, since the mention of opponents in ranking articles directly affects the value of their citation index, which does not always objectively reproduce the actual scientific merits of one or another scientist.
Theoretical essence of innovative marketing
(Луцький національний технічний університет, 2022) Tkachova, N. P.; Matrosova, V. O.; Veryutina, V. Ju.; Pererva, P. G.
It is proposed to understand the marketing of innovations as activities aimed at finding new directions and ways of using the company's potential, developing new products and technologies on this basis, and promoting them to the market in order to more effectively meet the needs of consumers. way than competitors, thereby making a profit and providing conditions for long-term survival and development in the market.
Effectiveness of promoting sales of products in social media
(Луцький національний технічний університет, 2022) Kosenko, O. P.; Peredrii, A. E. Yu.; Pererva, P. G.
It has been proven that the Internet is not just a global network, but an effective method of influencing the consumer, which attracts more and more users every year. And, as a result, attracts consumers of goods and services, we are talking about those companies that use Internet marketing tools in their activities.
Conceptual provisions of innovation marketing
(2022) Tkachova, N. P.; Matrosova, V. O.; Veryutina, V. O.; Pererva, P. G.
It has been proven that the marketing of innovations should be understood as activities aimed at finding new directions and ways of using the company's potential, developing new products and technologies on this basis, and promoting them to the market in order to more effectively meet the needs of consumers. way than competitors, thereby making a profit and providing conditions for long-term survival and development in the market.
Evaluating the effectiveness of social media marketing
(2022) Kosenko, Oleksandra; Peredrii, Andrea Elizabeth Yuriivna; Pererva, P. G.
It has been proven that social media marketing has grown in popularity in recent years and has become one of the most effective strategies for increasing traffic, engaging an audience, and driving sales. Social media has helped many brands expand their audience, gain popularity and increase sales. Postulates of the mechanism of commercialization of innovative technologies.
Assessment of commercial prospectivity of innovative projects
(2021) Schwodiauer, Gerhard; Pererva, P. G.; Kosenko, Oleksandra
It has been proved that, in the modern sense, the expertise of technology commercialization projects is carried out in the form of a meaningful, qualitative or quantitative assessment of an object intended for use in making managerial decisions. The variety of applications makes the tools used in practice quite flexible. In practice, problems arise (for example, the problem of efficient technology transfer), which are often more complex than those that are solved using traditional approaches.
Marketing component of Ukraine-Hungarian export-import business relations
(2021) Veres Somosi, Mariann; Pererva, P. G.; Tkachova, N. P.
It has been proven that Hungary occupies an important place among the trade partners of Ukraine. Ukraine's foreign trade turnover with Hungary is 2.5% of the entire WTO of Ukraine. The main factor affecting bilateral trade in 2020 was the COVID-19 pandemic and the associated global economic crisis. At the same time, in 2021, there will be a significant increase in trade in goods and services between the two countries.
Methods for Assessing the Investment Attractiveness of Innovative Projects
(Universidad de Almería, 2021) Pererva, P. G.; Usov, Maksym; Chernobrovkina, S. V.; Larka, Ludmila; Rudyka, Viktor
This material examines and summarizes the basic concepts and issues of assessing the investment activities of an enterprise from the point of view of the investment climate in the industry as a whole. The main objective of this study is to determine an integral assessment of the possibilities of financing innovative projects of industrial enterprises. The relevance of such a study is explained by the urgent need to form a more accurate and reliable assessment of the priorities of modern financing of innovative projects. The study takes into account additional factors that are applicable in the specific context of the enterprise. In the course of the study, the following logical sequence is observed: a number of relatively simple and basic components in the structure of enterprises are distinguished, which consistently have the greatest impact on the dynamics of changes in the innovative and investment characteristics of the entire industry as a whole. The object of research is various energy enterprises of Ukraine, since they are one of the key factors that allow creating and developing a competitive world economy in terms of energy-saving innovations, including on the basis of non-traditional renewable energy. Based on the results obtained, it becomes possible to determine the integral indicators of the investment attractiveness of specific innovative projects. This technique allows you to sensibly assess all sides of the issue and make an informed management decision on the formation of the company's investment strategy.
Management of relations with enterprise stakeholders based on value approach
(ТОВ "Консалтингово-видавнича компанія "Ділові перспективи", 2021) Pererva, P. G.; Kobielieva, T. O.; Tkасhovа, Nаdiia Petrivna; Tkachov, M. M.; Diachenko, T. A.
Significant transformations in economic relations and increased competition have posed enterprises with extremely complex tasks in the field of corporate governance. Mainly it concerns the systems of corporate governance, in which the principles of vertical organization are losing relevance, and the effectiveness of management largely depends on the balance of interests of participants (stakeholders) who can actively influence the production and commercial policy of the enterprise to distribute its resources in their favor. The study aims to develop proposals to ensure the effective interaction of the enterprise with stakeholders, based on establishing an optimal balance of material (value) interests, allowing achieving a reduction of risks that threaten the development of the enterprise. Thus, it was proposed to determine the total value of the commercial results of the enterprise, taking into account the real contribution, which is provided by the relations with one or another stakeholder. A similar approach is implemented to determine the share of the value of the corresponding stakeholder, which is ensured by its relationship with this enterprise. In addition to the value of the enterprise itself, the proposed models explicitly determine the value benefits of stakeholders and disclose a list of the main controlling factors: the volumes of resources supplied and consumed by the parties, their relative values, the structure of resource flows, etc. As an example, using the developed recommendations, the circle of the most influential stakeholders of the Ukrainian enterprise – PJSC KhTP – was studied. This approach allows an industrial enterprise to rank stakeholders by value, to analyze the dynamics of the structure and parameters of material and financial resources flows of the enterprise and its stakeholders.
Formation of competitive advantages of machine-building enterprises on the basis of the benchmarking concept
(2021) Tkachova, N. P.; Kobielieva, T. O.; Pererva, P. G.
The article substantiates the theoretical bases, methodological recommendations and practical proposals for the formation and evaluation of competitive advantages of machine-building enterprises using the concept of benchmarking. Proposals for the management of competitive advantages in two inextricably linked ways: improvement in market activity of the company and the direct or relative decrease in the results of the use of the main competitive advantages of the market rivals of this company.