The present research substantiates the theorical and methodological foundations of quantitative assessment of the prerequisites for the implementation of strategic directions of innovative development of industrial enterprises under conditions of changing technological arrangement and the fourth industrial revolution. External and internal prerequisites for catching-up, leading and outstripping innovative development were determined and systematized. The two-step approach to assessing the sufficiency of prerequisites for the implementation of these directions was developed. It was proposed to assess external prerequisites according to the relative values of the indicators of the Global Innovation Index of the analyzed country, which take into account the highest and the lowest estimates of all countries Unlike existing approaches, the point-based score, rather than rating estimates of the indicators of countries are taken into account, which increases the assessment objectivity. The compliance of quantitative estimates with the levels of sufficiency of external prerequisites was determined using the Harrington Verbal-Numerical scale. It was proposed to assess internal prerequisites according to the author’s method of expert evaluations, which unlike existing ones, allows assessing the level of sufficiency of subsystems of the potential of innovative development of an enterprise. The two-step approach allows quantitative and comprehensive assessment of sufficiency of the prerequisites for the implementation of strategic directions of innovative development of industrial enterprises. It is possible to identify problems of prerequisites’ sufficiency, which allows their reasonable correction. The sufficiency of prerequisites for alternative directions of innovative development of machine-building enterprises was evaluated using the new approach and the best directions were chosen. The analysis time was reduced by 25–33 %, the accuracy of choice of directions and the effectiveness of their implementation strategies are increasing. The new approach improves strategic management of innovative development of industrial enterprises in the context of technological transformations
Cost price reduction is one of the ways to improve the competitiveness of products. It is possible by establishing the set of factors affecting the production costs at an industrial enterprise and building on this basis a mathematical model of in-house cost management. The study objective was to develop and substantiate an economic-and-mathematical model of management to minimize the enterprise costs taking into account the utilization of secondary resources obtained in the production of basic products. The model consists of two stages. At the first stage, full costs of production of basic and additional products are determined. The peculiarity of this production implies the generation of significant amounts of secondary resources that have both independent value and opportunities for their use in the main technological process. This leads to complex material flows within the production process, which were accounted for in the study with the help of an adapted "cost-output" balance model. A plant can function with the use of a variety of raw materials which differ in both prices and rates of the output of basic products and secondary resources. This brings about the problem of finding an optimal combination of input resources to minimize costs or maximize profits. The problem is solved in the second stage. It is formalized as a linear programming problem. It features the provision of the ability to establish indicative plans of production of both main products and by-products. The model was tested on the example of coke-chemical plants producing coke of KDM-2 grade with 6 % humidity content and KDM-1 grade coke of improved quality as the main products. Coke oven gas, coke fines, beans, and sludge are produced as by-products. After purifying the coke oven gas, it is further used in the production of heat and electricity, compressed air, and a fuel for coke ovens. Thus, the produced fuel and energy, utilizable material resources, and circulating water supply are secondary resources. A certain portion of by-products is sold to third parties. When applied, the model will make it possible to improve the efficiency of cost management at enterprises
Methodological provisions for conducting empirical research of the availability and implementation of the consumers' socially responsible intentionsSocial responsibility of consumers is one of the main conditions for the recoupment of enterprises' expenses associated with the implementation of social and ethical marketing tasks. Therefore, the enterprises, which plan to act on terms of social and ethical marketing, should monitor the social responsibility of consumers in the relevant markets. At the same time, special attention should be paid to the analysis of factors that prevent consumers from implementing their socially responsible intentions in the regions with a low level of social activity of consumers. The purpose of the article is to develop methodological guidelines that determine the tasks and directions of conducting empirical studies aimed at assessing the gap between the socially responsible intentions of consumers and the actual implementation of these intentions, as well as to identify the causes of this gap. An empirical survey of the sampled consumers in Kharkiv was carried out in terms of the proposed methodological provisions. It revealed a rather high level of respondents' willingness to support socially responsible enterprises and a rather low level of implementation of these intentions due to the lack of consumers' awareness. To test the proposed methodological guidelines, an empirical study of the consumers' social responsibility was conducted in 2017 on a sample of students and professors of the Semen Kuznets Kharkiv National University of Economics (120 people). Questioning of the respondents was carried out using the Google Forms. The finding allowed to make conclusion for existence of a high level of respondents' willingness to support socially responsible and socially active enterprises. However, the study also revealed the existence of a significant gap between the intentions and actions of consumers, caused by the lack of awareness. The authors allocated the prospects of socially responsible business development in the region, provided the active measures were taken by business and authorities to inform the consumers about the social responsibility and social activity of producers.
Постановка проблеми. На сьогодні фахівцям із маркетингу необхідно докладати значних зусиль для привернення й утримання інтересу споживачів до будь-якого виду товарів чи послуг, тому важливим чинником успішного й ефективного функціонування підприємства стають комунікації. Останнім часом усе більшої популярності почали набувати методи непрямої реклами, спрямовані на побудову комунікації безпосередньо з представниками цільової аудиторії конкретного товару, на прямий контакт із ними. Саме цим пояснюютться вибір тематики даної статті та її актуальність. Аналіз останніх досліджень і публікацій. Питання класифікації інструментів маркетингових комунікацій (далі-МК) розглядались у багатьох працях вітчизняних та зарубіжних науковців. Зокрема, проблеми класифікації традиційних інструментів МК досліджували зарубіжні вчені: Ф. Котлер [2], Г. Армстронг [7] та ін. Запропоновані ними класифікації було узагальнено та Розділ 2 Інновації у маркетингу Маркетинг і менеджмент інновацій, 2017, № 2 http://mmi.fem.sumdu.edu.ua/ Д.В. Райко, Л.М. Цейтлін, В.І. Кириленко. Розроблення класифікації інструментів нетрадиційних маркетингових комунікацій Маркетинг і менеджмент інновацій, 2017, № 2 http://mmi.fem.sumdu.edu.ua/
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