The processes of globalization and integration pose new challenges to the economy of any country, in particular, the issues of assessing and stimulating the innovative activity of enterprises in the context of constant transformation arise. Therefore, the purpose of this study was to substantiate the methodology for assessing the safety of the country's innovative environment, based on stimulating the innovative activity of enterprises in the context of European integration. The result of the study is the formation of methods for calculating the relative indicator of the country's innovativeness and the general indicator of the safety of the innovative environment, which can be used in the future to assess the potential of other countries, they can serve as the basis for making decisions by foreign investors regarding investments in innovative projects. The advantages of using this methodology are taking into account the main factors of influence and conditions on the innovative activity of a particular country, and the simplicity of calculations. As a research result, an assessment of the innovative activity of enterprises in the studied country in the context of European integration was obtained. To do this, first, the calculation of the relative innovation index was justified and performed. The advantage of this index is the visibility and greater accuracy in determining the place of the country, the level of innovativeness of the activities of its enterprises. Justification and recommendations for cooperation with the EU are facilitated by an analysis of the peculiarities of commodity trade with the EU, a detailed analysis of the country's environmental conditions for innovative activities of enterprises using statistical indicators that are easy to find in the public domain. The compilation of a methodology for assessing the state of security of the innovation environment was facilitated by a detailed analysis of the dynamics of GDP and the factors contributing to innovative development, which adds validity to the research results and demonstrates the ease of calculations. The proposed methodology has been tested and can be used to assess the potential of other countries seeking to integrate into the European space
The purpose of the scientific article is to study the process of certification of products as one of the means of ensuring the competitiveness of a modern enterprise, stimulating management to meet the requirements of consumers and expand sales markets. It was found that different participants in the certification process understand it differently: enterprise management believes that this is a procedure for documentary certification of the conformity of products or processes to the established regulatory requirements; the certification body considers this to be an examination and certification activity subject to compliance. On the basis of the research carried out, the constitutive attributes of product certification as a means of increasing the competitiveness of an enterprise have been systematized and the definition of the concept of “certification” has been formulated. The authors put forward a number of hypotheses: certification is a means of increasing the competitiveness of an enterprise as a result of demonstrating the ability of an enterprise to meet generally accepted requirements for representatives of a certain sphere or industry; competitiveness depends on the availability of certified specialists with a certain level of qualifications working at the enterprise and qualitatively improve internal processes; continuous cyclical certification affects the competitiveness of the enterprise in the future. Prospects for further research are to conduct an experiment to confirm the facts of the impact of product certification and business processes on increasing the competitiveness of the enterprise. The authors also noted that certification should not be confused with attestation. Certification assumes a completely independent and principled assessment, carried out by employees of certification bodies who have no connection with the enterprise. Among other things, the authors came to the conclusion that one of the advantages of product certification is their personal interest in confirming their own professionalism, and, consequently, obtaining opportunities for future career growth. Also, one of the considered hypotheses proves that there is an evolution of the enterprise, as a result of periodic changes and additions to the existing norms and standards of certification.
The article forms the theoretical foundations of the use of marketing tools of virtual and augmented reality to modify consumer behavior. The mechanism of consumer buying behavior, which consists of five stages: awareness of the need, search for information about the product or service, evaluation of options, namely: comparative characteristics of goods, the final decision to purchase, based on all previous stages, feedback on a purchase, that is, the consumer determines his attitude to the purchase and the factors of influence, namely: psychological, personal, socio-cultural, marketing, situational. It is determined that the motives of the purpose and needs of the consumer are constantly changing. Two definitions are proposed: virtual reality (VR) is a computer-generated simulation of a three-dimensional image or environment with which an individual can truly interact using special electronic equipment, such as a helmet with a screen inside or gloves equipped with sensors, and augmented reality (AR) is a technology that superimposes a computer-generated image of a real-world image, thus providing an augmented view. The results of AR/VR involvement were analyzed on the example of «OKKO», «Gucci», «LOWE’S», «SK Telecom», «Burger King». Virtual (VR) and augmented (AR) realities have been proven to be of great importance and value to the brand that uses them, as evidenced by increased sales («OKKO», «Burger King»); awareness, PR publications, awards («LOWE’S», «Burger King»); audience enthusiasm through new channels («Gucci», «LOWE’S»); innovation among competitors («Gucci»); new experiences for users and emotional intimacy; the versatility of tools for online and offline events that are not affected by the pandemic. A pilot study was conducted, which interviewed 202 respondents aged 19 to 28, who were asked 7 questions about possible areas of application of AR/VR technologies. It is established that the implementation of virtual and augmented reality tools has significant potential, is a benchmark for rational marketing decisions, and helps to increase loyalty and increase consumer confidence.
This chapter considers main factors of digital transformation in business and society. The latest studies of digital ad spend in Europe and a number of marketing technology solutions all over the world within the period 2011–2020 have confirmed a rapid development of digital technologies in business and society. It was justified that due to digitalization process companies have to revise their priorities and modify their main strategic goals for simultaneous achievement of commercial efficiency and a social effect. These goals need some adjustment to specific requirements and wishes of main process participants that form five levels of approval. Proposed marketing management model in digital transformation of business and society contains basic components, which lie in the digital contour. Responses of millennials (the people born at the turn of the century) on the use of digital technologies in different spheres of life are analyzed. The pilot research allowed to distinguish three groups of millennials depending on how actively they use digital technologies in different spheres of life. Main directions of innovative marketing management development are defined. The opportunities of implementing functionality of artificial intelligence, neuromarketing, augmented and virtual reality, marketing technologies MarTech in company business-processes are studied.
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