The purpose of the article is to determine the relationship between the characteristics of social marketing stakeholders and the degree of development of marketing systems in the digital economy. The results of the study are based on a critical analysis of the tools and processes of functioning of marketing systems in the context of digitalisation, and the changes it causes in marketing systems at basic and extended levels due to specific features inherent in the digital economy. The concept of cultural dimensions by Hofstede (2010) is applied to determine the collective behavioural characteristics of the most numerous stakeholders of social marketing, which are members of society in selected countries. A positive statistically significant correlation between the share of online shoppers against the indulgence index (R=.77) and the individualism index (R=.73) was found. There is a negative statistically significant correlation between the share of online shoppers against uncertainty avoidance (R=-.76), power distance (R=-.67), gender culture type (R=-.27) and long-term orientation (R=-.27). In general, a significant part of the expected impact of uncertainty avoidance is taken over by mechanisms that guarantee the protection of personal data from unauthorised use and security from fraud and crime committed in cyberspace.
В статті розглянуто особливості впливу, що здійснюють соціальні медіа на менеджмент людських ресурсів. Описані переваги та недоліки впровадження інструментів соціальних медіа в роботі кадрових спеціалістів. Виявлені ключові особливості традиційної та цифрової моделей управління людськими ресурсами. Представлені особливості соціального рекрутингу на сучасних підприємствах. Проведено експертне опитування менеджерів з управління персоналу провідних українських ІТ-компаній. Проаналізовано досвід та результати впровадження соціальних медіа у робочий процес HR-менеджменту українських компаній ІТ-сектору. Соціальні медіа стали невід'ємною частиною роботі організацій, зокрема в роботі HR-менеджменту. Виявлено, що соціальні медіа сьогодні є широко вживаним інструментом для створення мереж професійних контактів, встановлення нових зв'язків, професійного рекрутингу та підтримання зв'язків з миром. The purpose of the article is research the impact of social media on HR management, as well as on work of the organization as a whole. Today, social networks provide more information about a person than interviews and resumes, and can be an additional tool for a recruiter to find candidates and form a team of specialists. As practice shows, presence on social networks is an important tool in building a network of professional contacts, establishing new connections, recruiting employees, and maintaining communication with the world. The paper discusses in detail what are the main advantages and disadvantages of using social media for recruiting. Key features of traditional and digital HRM models have been identified. Features of social recruiting at modern enterprises are presented. In order to study the real impact of social media on the development of human resources management in Ukrainian companies, its relevance, necessity, immediate tasks, our own research was conducted-expert survey among HR representatives of such leading IT companies. The experience and results of social media implementation in the HR management workflow of Ukrainian IT companies are analyzed. The results of the study showed that despite the fact that the use of social media is generally positive, as noted by the results of the expert survey, there are no disadvantages. HR managers should not forget that manufacturers and creators of a large number of applications, new channels, programs have done everything to facilitate workflows, and the quality of work when using them depends only on the managers themselves. These are the tools that depend on the human factor and the professionalism of the user. This confirms once again that in order to achieve high results, it is necessary to invest material resources in the development of its workers. Because this is the key to increasing the organization's profits, decent competitiveness, high awareness and enhancing the company's HR brand as a whole. Digital HR management includes the development of a new mobile platform that can be used for hundreds of applications: attendance counts, employee malware programs, ne...
The article analyzes the role of introducing controlling in the management of the competitiveness potential of an enterprise in the internal and external markets. The main definitions of the term "controlling" are formulated. The main stages of controlling and its methodological support are determined. Controlling allows an enterprise to adapt to a constantly changing external environment and successfully survive in a competitive environment. The essence of controlling and its place in the enterprise management system can be considered from four approaches: functional, situational, process and systemic. At the same time, two types of controlling are distinguished, namely, operational and strategic, which form an integral controlling system that allows an enterprise to achieve its goals and results. The main purpose of strategic controlling as a management tool is to form the necessary information support and analytical base for the formation of a set of indicators (indicators) which will attest to the need for transformational changes, and about their effectiveness in the long term. With the help of the tools of operational controlling, a mechanism is formed that makes it possible to timely establish deviations from the planned path and correct the direction of development. The components of the controlling process can vary depending on the specifics of the activity and the goals of the company. The development of integration and globalization processes stimulates the development of enterprise transformation at certain stages of its life cycle. To correctly identify the transformation point, that is, to determine the set of control parameters that indicate the need for transformation, it is necessary to use the strategic controlling toolkit, which is designed to increase the competitiveness of the enterprise in the general business environment. Taking into account these development trends, strategic and tactical transformations as a tool for ensuring competitiveness and constant development in a dynamic external environment are a prerequisite for the development of a company.
The article deals with the issues of conceptual approaches to pharmaceutical marketing and the problems of its efficiency improvement with due regard to its specific features. The scientific basis for the organization of marketing management in pharmacy is substantiated, which leads to qualitative and quantitative changes in the managed object. The peculiarities of the impact of marketing processes in the global and local dimensions on the state of social and economic subsystems in the context of ensuring their sustainable development are determined. At the macro level, the actions of the pharmaceutical business and the government, declaring economic interests, realize the resources described above using appropriate methods (economic, political, ideological and administrative). This is manifested through the policy of "controlled inflation" (burning all citizens’ savings), monetization of benefits, support for the development of consumer lending, the taxation system, government grants, customs policy, etc. Five groups of management resources in pharmacy are identified, each with its own tools and methods. To ensure the effectiveness of marketing tools in the market of information security in the pharmaceutical industry (ISP), the article defines what "products" are offered in this market, since each type of product has its own consumer groups and effective ways of promotion. The article considers the possibilities of applying the Agile approach to the pharmaceutical industry, which will facilitate faster and better adaptation to competition in a changing market and in conditions of limited resources, as well as help to build a flexible marketing campaign, obtaining a significant increase in profits. Modern trends that can be observed in any client pharmaceutical segment are identified and prospects for the development of the industry are outlined.
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