The marketing communications play an important role in the activities of banks, because it is one of the most important elements of the marketing activity. As an element of a banking institution's marketing activity, they must be carefully planned, organized and controlled. The need to plan marketing communications in the bank stems from the fact that today it is difficult for consumers to navigate the banking services market. The ongoing competition for each consumer in the banking market drives banks to integrate marketing communications. Banks are in constant contact with customers of banking services, financial institutions, central banks, etc. Any bank requires interconnected communications that are constantly evolving to meet the changing external and internal environment. Thus, marketing communications play an important stage in the bank's marketing activity. In an age of digital economy, marketing communications are a prerequisite for improving the increasing the effectiveness of banks and their profitability. The practical aspects of ensuring the effectiveness of a bank's marketing communications are considered and explored in the article. The structure of the bank's marketing communications complex is influenced by the following factors: the level of management of the bank, the degree of purchasing power of the potential client, the strategy of promotion of banking services, the peculiarities of the complex of marketing communications of competitors and the financial capacity of the bank. In particular, digitalization (digitization) of the bank involves the modernization of the banking structure, products and channels of interaction with its customers by applying modern technologies to increase the effectiveness of marketing communications, increase profits and its competitiveness.
The financial sector, as one of the most sensitive economic sectors, is alert to all trends and changes in the environment. The aim of the article is to study the impact of climate change on the life insurance market using panel data from 28 countries of the European Union (EU) for the last 9 years. This study is based on a panel model, where the amount of premiums under life insurance contracts is defined as a function of the fundamental factor of climate change - greenhouse gas emissions. According to empirical findings, an increase in greenhouse gas emissions per thousand tons leads to an increase in the amount of life insurance premiums by 0.1786 million euros. It has also been found that an increase in greenhouse gas emissions per thousand tons leads to an increase in deaths in the European Union by 1.0442 people, and these consequences are statistically significant. In general, our results suggest that the life insurance market as well as the non-life insurance market is dependent on climate change. The empirical results of this study provide valuable insight into how greenhouse gas emissions affect mortality in the European Union.
Start-up is a young and very small enterprise which staffing and human relationships are different from the internal environment of larger enterprises. Research has therefore focused on founders/leaders of start-ups and relationships inside start-up teams. The result of the research is the basic personal characteristics of the leading people (age, education, reasons for entering the business and others), the quality of their leadership and the quality of teamwork. Since a start-up is developing vigorously, leadership and teamsmanship are monitored on the base of business idea development and investment cycle. Start-up founders are better leaders than managers, teams are better at handling extraordinary situations than standard operation, quality of leadership is situationally conditioned to a certain extent by start-up development phase. Start-ups contain contradictions with significant asymmetry, which are the expression of their limited strengths and considerable weaknesses. The lack of living and work experiences is substituted by the enthusiasm, the diligence and the sense of teamwork that have their limits, and therefore the solution is to professionalize the start-up in in the later stages of its development.
Гірченко Т.Д. к.е.н., професор кафедри банківської справи Інститут банківських технологій та бізнесу ДВНЗ «Університет банківської справи» Стороженко О.О. к.е.н., доцент кафедри фінансів і страхування Інститут банківських технологій та бізнесу ДВНЗ «Університет банківської справи» Зайонц А.В. аспірант ДВНЗ «Університет банківської справи»
THEORETICAL ASPECTS OF THE DEFINITION OF THE BANKING SYSTEM COMPETITIVENESSAbstract. Different approaches to the definition of competitiveness are researched. Hierarchic model of competitiveness is suggested and adapted to the conditions and peculiarities of the banking competition. The main factors that influence the competitiveness of the banking product, bank and banking sector are defined.
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