This paper summarizes the features of the functioning of e-commerce in Ukraine. It has been proven that the activity of e-shops as important subjects of the e-commerce market is under-regulated. This leads to consumer dissatisfaction with service quality in the online environment. The necessity of criteria creation was shown, which give them opportunities to e-shops management improve their service and enhance the level of satisfaction of target consumers, primarily based on the effective use of the newest method of promoting goods and services in e-commerce - inbound marketing on the example of infant nutrition. Rating evaluation of functional characteristics of infant nutrition e-shops was done using methods of multicriteria analysis, namely the COPRAS method. It is determined that the functionality and convenience of the e-shop are the main criteria that shape their competitive advantage. The focus of the paper is concentrated on the building rationale for promotion e-shops with the latest inbound marketing techniques. Peculiarities of using different inbound marketing tools on each stage were defined, which implicate a change of Internet-user status from visitor to promoter. An example of evaluating existing alternatives for promoting e-shop (inbound marketing, outbound marketing, or no promotion, in general, was provided). In particular, the decision-making process for choosing promotional tools for infant nutrition e-shop was schematized with the basis of alternatives evaluation by using one of the most common decision-making tools – decision tree. The economic effectiveness of using inbound marketing tools in comparison with outbound marketing tools was proven. The proposed methodological approach can be used by e-shop management for substantiation of management decisions on optimization of goods and services promotion and will increase the loyalty of target audience and popularize brands in e-commerce. Keywords: COPRAS method, decision-tree, e-commerce, e-shop, inbound marketing, infant nutrition, lead, outbound marketing, promotion.
Organizational research constitutes a differentiated, complex and fragmented field with multiple contradicting and incommensurable theories that make fundamentally different claims about the social and organizational reality. In contrast to natural sciences, the progress in this field can’t be attributed to the principle of truthlikeness where theories compete against each other and only best theories survive and prove they are closer to the truth and thus demonstrate scientific knowledge accumulation. We defend the structural realist view on the nature of organizational theories in order to demonstrate that despite the multiplicity of isolated and competing explanations of organization-environment relations these theories are still logically compatible and mutually consistent which, in turn, assures theoretical progress in the field. Although postulating different and incompatible ontologies, three most successful organization-environments theories, namely, contingency theory, new institutionalism and population ecology share the same explanations of the relations between organizations and environments at the structural level. Without this principle one would say that what occurs in the field of organization theory is a change rather than a progress.
Purpose Institutional theory assumes practice adoption and subsequent decoupling. However, there is a range of alternative organizational theories that challenge this view and offer instead their reinterpretation, extension and modification of institutional predictions with regard to the adoption and possible range of various responses and processes that follow the decision to adopt. This paper aims to review this spectrum of theories and suggest how they clarify, supplement, correct, restrict and/or abandon some institutional explanations and predictions. Design/methodology/approach Extensions and alternatives to institutional theory are mainly motivated by the need to have a theory of practice adoption and variation, and a plethora of alternative practice adoption theories currently exists in the literature. The authors review these theories and compare them against institutional theory and against each other. Findings The analysis revealed shortcomings and advantages of alternative theories compared to institutional theory and against each other. It is suggested which theory is most useful in each domain of application. The authors review and compare institutional theory, Scandinavian institutionalism, management fashion theory, virus theory and institutional inertia theory and analyze how and whether they are able to reproduce the success of institutional theory and successfully address and resolve its shortcomings and gaps. The authors conclude by discussing whether regular emergences of new theories that account for the idea-handling stage of diffusion signals institutional theory’s limit of validity in this domain. Originality/value The problem of idea emergence/diffusion/disappearance and adoption/variation/use are fundamentally different, but both of them motivated researchers to go beyond institutional theory. Despite being the dominant theory of organizations internally consistent and explaining a wide range of empirical observations, it is evident that institutional theory is not a complete theory. This paper contributes to this problem by exploring and comparing existing candidates for practice variation theory.
У ñòàòò³ îбґðóíòîâàíî íåîбх³äí³ñòü âèêîðèñòàííÿ ³íñòðóìåíòàð³ю бàгàòîêðèòåð³àëüíîгî àíàë³зó äëÿ ïðèéíÿòòÿ óïðàâë³íñüêèх ð³шåíü ï³ä ÷àñ âèâåäåííÿ òîâàðó íà íîâèé ðèíîê. Âèîêðåìëåíî îñíîâíèх гðàâö³â òà ñхåìàòèзîâàíî êîíêóðåíòíèé àíàë³з â³ò÷èзíÿíîгî ïðîäóêòîâîгî ðèíêó îïòîâîї òîðг³âë³. Сфîðìîâàíî ñèñòåìó ïàðàìåòð³â зä³éñíåííÿ òàêîгî àíàë³зó: ö³íà, ÿê³ñòü, àñîðòèìåíò, ³ì³äж, ñòàб³ëüí³ñòü ïîñòàâîê. Сèñòåìàòèзîâàíî îñíîâí³ êðèòåð³ї âèбîðó ö³ëüîâîгî ñåгìåíòà, ÿê³ є âàжëèâèìè äëÿ êîìïàí³ї: äîñòóï-í³ñòü êàíàë³â збóòó, â³äïîâ³äí³ñòü äîâгîñòðîêîâèì ö³ëÿì ³ ðåñóðñàì ф³ðìè, зíà÷íà ì³ñòê³ñòü, òåìïè ðîñòó ñåгìåíòà, ïðèбóòêîâ³ñòü ñåгìåíòà, íàÿâí³ñòü êîíêóðåíòíèх ïåðåâàг êîìïàí³ї ó öüîìó ñåгìåíò³, ñòóï³íü ñóì³ñíîñò³ з ðèíêàìè êîíêóðåíò³â. Бåзïîñåðåäí³é âèб³ð íîâîгî ðèíêó íà ïðèêëàä³ êîìïàí³ї «Фðóò ²ìïîðò Уêðàїíà» зàïðîïîíîâàíî зä³éñíюâàòè íà îñíîâ³ бàгàòîêðèòåð³àëüíîї îïòèì³зàö³ї, зîêðåìà з âèêîðèñòàííÿì ìåòîä³â SAW, LINMAP ³ TOPSIS. Ðåзóëüòàòîì зàñòîñóâàííÿ ìåòîäèêè є зä³éñíåííÿ îбґðóíòîâàíîгî ðåéòèíгóâàííÿ ö³ëüîâèх ñåгìåíò³â íîâîгî ðèíêó, щî äàñòü зìîгó êîìïàí³ї «Фðóò ²ìïîðò Уêðàїíà» âèбðàòè íàéêðàщó з àëüòåðíàòèâ. Êлючові слова: óïðàâë³íñüêå ð³шåííÿ, ö³ëüîâèé ñåгìåíò, ñåгìåíòóâàííÿ, бàгàòîêðèòåð³àëüíèé àíàë³з, ìåòîä SAW, ìåòîä LINMAP, ìåòîä TOPSIS, íîâèé ðèíîê. Постановка проблеми. Сêëàäí³ñòü òà äèíà-ì³÷í³ñòü гîñïîäàðñüêèх ïðîöåñ³â ðèíêîâîї åêî-íîì³êè âèìàгàюòü â³ä фàх³âö³â-ìåíåäжåð³â óì³ííÿ ïðèéìàòè àäåêâàòí³ ñèòóàö³ї óïðàâë³í-ñüê³ ð³шåííÿ. Сàìå ñòóï³íü îбґðóíòîâàíîñò³ òàêèх ð³шåíü òà їхíÿ ÿê³ñòü âèзíà÷àюòü ð³âåíü ñèñòåìè ìåíåäжìåíòó îðгàí³зàö³ї ó ö³ëîìó. Ðîзðîбëåííÿ åфåêòèâíèх ð³шåíü -öå îñíîâíà ïåðåäóìîâà зàбåзïå÷åííÿ êîíêóðåíòîñïðîìîжíîñò³ ïðîäóêö³ї òà ï³äïðèєìñòâà íà ðèíêó, фîðìó-âàííÿ ðàö³îíàëüíèх îðгàí³зàö³éíèх ñòðóêòóð, ïðîâåäåííÿ ïðàâèëüíîї êàäðîâîї ïîë³òèêè, фîðìóëюâàííÿ òà ðåàë³зàö³ї ñòðàòåг³ї, зîêðåìà ìàðêåòèíгîâîї. Пðîбëåìà ïðèéíÿòòÿ ð³шåíü íîñèòü фóíäàìåíòàëüíèé хàðàêòåð. Дîñë³äжåííÿ ö³єї ïðîбëåìè íàëåжèòü äî êîëà ì³жäèñöèïë³íàðíèх, îñê³ëüêè ïîòðåбóє óзгîäжåííÿ ð³зíèх àñïåêò³â: ³íфîðìàö³éíèх, åêîíîì³÷íèх, ïñèхî-ëîг³÷íèх, ëîг³÷íèх, îðгàí³зàö³éíèх, ïðàâîâèх, òåхí³÷íèх.
The paper aims to develop applied aspects of the methodological support of a reasonable selection of the company responsible for the formation and promotion of the employer brand using the tools of multicriteria analysis and evaluation of the functionality of outsourcing companies based on the criteria that determine their competitive advantage. Consequently, the need to attract external resources to manage the employer brand has been substantiated. The authors schematized the decision-making process on a reasonable selection of outsourcing companies. The system of the criteria for the implementation of such a choice, which includes the requirements for both the outsourcing company and the future project: the rate of successful previous projects, the rate of customer satisfaction, the experience of work in Ukraine, the average cost of project development services, project development duration, the comprehensiveness of the developed recommendations for the employer brand promotion, project duration, project flexibility, the complexity level of project implementation, average monthly expenditures during the project period has been formed. Moreover, the paper systematizes the main metrics of outsourcing companies' projects on the employer brand formation and promotion, which include: a range of services for attracting, selecting, retaining, developing and evaluating staff; competitor analysis, HR-advertising, HR-marketing, systems of search engine management, leadership development programs, adaptation programs; differentiation of those organizational metrics that distinguish the customer company as an employer from the nearest competitors and separation of competitive advantages of the customer, values and the emotional component of the brand; development of its unique brand identification system – corporate style, brand book, etc.; formation of the key employer branding metrics: Employer Value Proposition (EVP), Employer Brand Personality, Employer Brand Positioning; insight formation - deep understanding of the relationship between the brand and the target audience, positioning and repositioning the employer brand on the labour market. The outsourcing company's direct selection is proposed to be based on multicriteria optimization, particularly using the analytical hierarchy methods (Saati, T.) to determine the weight coefficients of criteria and VIKOR to construct the resulting indicator. Thus, the method application result is to make justified ratings of outsourcing companies, which will allow customer companies to choose the best alternatives on the market of outsourcing services.
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