The aim of the paper is to formulate a scientifically grounded and expedient for use in practice algorithm of the formation of category management in the DIY segment. The subject of research is not only this technology but also its commercial exploitation. The basic hypothesis is that category management which is understood as the formation and implementation of the technology management of the product range by using information and innovation support, strategy generation and methodical use of management tools for making the key competence and ensuring long-term competitiveness of the enterprise. Category management is developing fast in Ukraine and provides a balanced work of the company in any segment of the market that is connected with the retailer. The growing domestic market is attracted by the world's foremost «Do It Yourself» (the "DIY") trading format. This tendency is stipulated by an increase in consumer requirements, not only in the quality of goods, but also in the technology of the process of making a purchase. The implementation of category management program is not always perceived by the staff as it is a relatively new area of work. The point is that the introduction of category management is most likely connected with a change in the structure of purchases and sales. The practical significance of the research results is related to the possibility of using them directly by entrepreneurs when assessing the implementation of category management.
Identification of the peculiarities of category management in trade and industry enterprises, and development and testing of the method for category management evaluation in the light of global macro-trends that transform category management under the current conditions determined the relevance and purpose of the study. Nowadays, category management is perceived by most organisations as a continuous business process where category management activities are an integral part of the business. The theoretical and methodological basis of the study was the conceptual principles and methodological approaches to the management of product categories, which are highlighted by Ukrainian and foreign researchers, in the materials of periodicals, and in the Internet resources dedicated to the investigation of classical and modern concepts of category management. In the process of their development, such scientific and empirical methods as causal analysis and synthesis, deduction and induction, systematisation and generalisation, system and process approaches were used. The conducted research revealed the presence of significant reserves for the development of category management at industrial enterprises. According to the results of “The Future of Category Management” survey, such global macro trends of the transformation of category management were identified as the store of the future; digital supply system; the future of the food market; the growing role of environmental, social, and corporate responsibility. An approach to assessing the state of category management at a trade and industry enterprise is proposed, with the help of checklists for monitoring the state of provision of category management and monitoring the assessment of the organisational effect in the field of enterprise category management. The proposed approach to assessing the state of category management will contribute to the improvement of approaches to planning, information, and analytical support and control over the main management processes at the enterprise
The COVID-19 pandemic has been replaced by martial law in Ukraine, which has led to the formation of serious challenges for various sectors of the economy. Following the considerations about the rules of safety and preservation of staff health, managers of enterprises worked on the created of a strategy for working in emergency situations. The article analyzes the theoretical and methodological foundations of talent management in the era of global instability, which require detailed study in order to form an effective competitive policy. The factors influencing potential changes in the labor market are identified, which allows management to take measures to build an effective enterprise management structure. A model for the development of the management system for talented employees at the enterprise has been formed, taking into account the new requirements and challenges of today, necessary to consolidate their competitive positions, as well as the further development of internal elements of its vital activity in accordance with the growing needs of the market. It should be noted that today, in the context of global instability, enterprises continue to overcome the consequences and challenges associated with the shortage of high-class personnel. Therefore, the search for these specialists remains a difficult and urgent task. In the future, this trend will not undergo significant changes, but on the contrary will become increasingly acute. Taking into account how enterprises will overcome the crises caused by the COVID-19 pandemic and the war in Ukraine and overcome their consequences, qualitatively developed and effectively implemented staff training programs will become an important tool for strengthening confidence in the future, achieving a high level of adaptability and gaining competitive advantages in managing talented employees. The study can be considered as one of the examples of finding methods for modeling the process of talent management in an era of global instability, which will later be used to create objective prerequisites and methodological basis for further study of a given issue.
Ромат Євгеній Вікторович, доктор наук з державного управління, професор, завідувач кафедри кафедри маркетингу Київського національного торговельно-економічного університету Білявська Юлія Вікторівна, кандидат економічних наук, доцент, доцент кафедри менеджменту Київського національного торговельно-економічного університету ГЕЙМІФІКАЦІЯ ТА ЇЇ СПРИЙНЯТТЯ ПОКОЛІННЯМ «Z» Стаття присвячена узагальненню позитивного та негативного досвіду вітчизняних і зарубіжних компаній у галузі застосування ігрових технологій у процесі маркетингових комунікацій та управління підприємством. Виходячи з того, що в цілому гейміфікація розглядається як використання ігрових елементів та механіки гри в неграфічному контексті, обґрунтовано доцільність її використання в управлінні персоналом та роботі зі споживачами. Розглянуто основні положення та принципи технології гейміфікації та зроблено висновок, що це є одним з актуальних напрямів розвитку бренд-менеджменту. Аналіз наукових джерел дав підстави для виокремлення основних типів «гравців» в гейміфікації, а саме: гравець, комунікатор, творець, ачівер та філантроп. У ході дослідження виявлено, що у науковій практиці України гейміфікація не отримала поки що широкого поширення. Також за результатами дослідження сформовано сучасний портрет геймера в Україні.
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