Innovative Marketing

Journal Information
ISSN / EISSN : 18142427 / 18166326
Current Publisher: LLC CPC Business Perspectives (10.21511)
Total articles ≅ 64
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Lyudmila Ganushchak-Efimenko, Valeriia Shcherbak, Оlena Nifatova, Oleh Kolodiziev, Rafał Rębilas
Innovative Marketing, Volume 15, pp 14-29; doi:10.21511/im.15(2).2019.02

Abstract:The integrated business structures performance is underpinned by a wide range of external and internal factors that from a business unit perspective may have positive or negative implications for brand building. Moreover, in the context of business integration, the interaction among individual business units is of paramount importance that dramatically affects the performance of the entire business structure. The research objective is to provide a methodological framework for branding development through the calculation of integrated complementary and synergistic effects indicators, based on their compliance with the criteria of congruence and compatibility within architectonic elements of integrated business structures. The methodological toolkit design to estimate the integrated indices for complementary and synergistic effects involves the following stages: building a set of partial indicators for assessing complementary and synergetic effects, developing an algorithm to calculate an integrated index for complementary effect from internal and external brand interactions within integrated business structures (IBS), developing an algorithm to calculate an integrated index for a synergetic effect from brand integration within a business structure, individual business unit brand classification by different complementary and synergistic effects manifestations.The proposed methodological approach contributes to facilitating brand integration in mergers and acquisitions, as well as enhancing the allocation effectiveness of portfolio roles of integrated business structure brands in product offering in the integration framework.
Fayez A. Abdulsalam, Amani Kh. Bouresli
Innovative Marketing, Volume 15, pp 1-13; doi:10.21511/im.15(2).2019.01

Abstract:This study attempts to conduct a comprehensive investigation of the price-volume relation using daily stock prices of all publicly traded firms in Kuwait Boursa over the period 2005–2017. The aim is to provide evidence from an emerging market on the information arrival hypothesis, which is explained by the mixture of distribution and the sequential information arrival hypotheses. The investigation covered two main structural events; the 2008 financial crisis and the activation of Kuwait’s New Securities Law in 2010 (CMA). The GARCH-ARCH test revealed a positive contemporaneous relation between trading volume and market return, which implies that previous information shocks affect current returns and imply that Kuwait stock market is weakly efficient. When trading volume is included in the variance equation in the GARCH model, the test revealed that new information arrival is not simultaneously available to all traders and it takes time to observe, providing support to the sequential information arrival hypothesis (SAIH). Finally, there was no change in the price-volume relation around the two events and urgent assessment of the new market reform is recommended.
Maxim Polyakov, Vladimir Bilozubenko, Maxim Korneyev, Gennadiy Shevchenko
Innovative Marketing, Volume 15, pp 89-99; doi:10.21511/im.15(1).2019.08

Abstract:Modern economy is characterized by rapid qualitative and quantitative changes that significantly affect the nature of economic, socio-economic and social relations. Innovative processes and trends are very specific manifestations, which are reflected in the economic and marketing theory. A greater place in science and practice is occupied by the concepts of new economy, knowledge economy, knowledge society. Therefore, the study of knowledge economy marketing becomes more and more relevant.The paper is aimed to develop a technique for selection of the key parameters for building the model of national knowledge economy marketing.For this purpose, it is proposed to conduct a cluster analysis based on aggregated data. Classification of differences between clusters is given. As a result of classification, the authors have identified a group of indicators, which make all clusters distinctive and, first and foremost, determine positions of countries in the global landscape. These indicators are interpreted as key factors of the knowledge economy.Based on the suggested mathematical functions, the authors assessed the value of every key factor within the selected group. It became the second step in selecting the parameters to build a multifactor model of knowledge economy marketing at the national level. The paper also justifies that it is reasonable to use cognitive approach to address challenges in the sphere under consideration. This approach is able to become a sound basis for building the model of national knowledge economy marketing in the form of cognitive map.
Alla Lialiuk, Andrii Kolosok, Olena Skoruk, Liliia Hromko, Nataliia Hrytsiuk
Innovative Marketing, Volume 15, pp 76-88; doi:10.21511/im.15(1).2019.07

Abstract:Producing consumer packaging, which would meet the modern requirements in a comprehensive manner, while ensuring the needs of a consumer, a manufacturer and society as a whole, is currently one of the most important issues. In the context of developing a socially responsible society, the transition from classical marketing schemes to the social and ethical marketing is important for producers. The article defines the features of consumer packaging as a marketing tool based on theoretical generalization and survey among the city of Lutsk residents. The author’s vision of the packaging strategy and the product strategy interaction in the context of socially oriented marketing is presented. The possible options of packaging recycling are outlined: use of returnable packaging; utilization of packaging and the use of appropriate materials that are subject to recycling; use of packaging for other purposes.
Darya G. Legeza, Thomas A. Brunner, Yukilay K. Kerimova, Tatyana V. Kulish, Anastasia S. Konovalenko
Innovative Marketing, Volume 15, pp 54-65; doi:10.21511/im.15(1).2019.05

Abstract:Growing negative changes cause a deterioration in food quality, which makes people select organic and eco-intelligent food. The aim of the article is to analyze various types of customer behavior using an example of a local catering company that offers eco-intelligent food. The company’s brand operates two catering stores located in different parts of an urban city. The interview of existing and potential customers was conducted within 1,000-meter radius of store locations at peak hours (7:30–10:00 am and 12:00–2:30 pm). The model of consumer behavior is centered on the main principle of deciding to buy eco-intelligent food. The data suggest that customers are looking for additional necessary services, which are vital for eco-intelligent products and expanded selection according to the store’s format. Both the time of the ordering processing and the ability to order a personalized meal have the main influence on customers’ decision. Large selection of eco culinary products in the stores attracts local residents to visit one of these stores at least once a week. An essential feature of a culinary store offering eco-intelligent food is high-quality prepared food. The study recommends expanding promotional programs to give consumers additional knowledge about the advantages of organic nutrition. The prevalent consumer model describes a woman under 40 years old who visits a store at least once a week for lunch and prefers a comfortable environment and a diverse selection of quality eco-food.
Tetiana Zatonatska, Oleksandr Dluhopolskyi, Iryna Chyrak, Nataliya Kotys, Natalya Kotys
Innovative Marketing, Volume 15, pp 66-75; doi:10.21511/im.15(1).2019.06

Abstract:This article analyzes the influence of Internet and e-commerce diffusion in the development of European countries. Conclusions about the faster spread of Internet technologies in the modern world, especially in developing countries, due to the achievement of so-called “saturation points” by developed countries of the world (e-commerce markets in Ukraine and Poland are at the stage of formation and active growth) have been made. The purpose of this article is to construct an economic and mathematical toolkit for investigating the impact of the Internet and e-commerce on indicators of economic development of the country. The methods of scientific analysis, description and synthesis, modeling and statistical analysis are used in the research. Models of technologies diffusion have been considered, and as a basis, the distribution of the Internet in Poland, Austria and Ukraine is forecasted. Findings suggest that Internet technology spread has a significant impact on the development of e-commerce, and Internet development in different countries of the world. This study uses the classification of countries according to the World Bank Country Classification, which, since 2005, has ranked countries by GDP per capita into four groups:1) low-income;2) lower-middle-income;3) upper-middle-income;4) high-income.It has been found that the pace of Internet technology and broadband Internet access spread is a lot higher in low-income countries due to the later beginning of the diffusion process, while in the high-income countries, the peak of Internet development has passed and the technology spread has slowed down.
Serhii Kozlovskyi, Vladyslav Bolhov, Allam Yousuf, Albina Batechko, Larisa Hlushchenko, Nataliia Vitka
Innovative Marketing, Volume 15, pp 42-53; doi:10.21511/im.15(1).2019.04

Abstract:The marketing development of the electric vehicle market can be considered as a key element of innovative changes in the national economy. Object of research is the development of the electric vehicle market. The purpose of this article is the theoretical substantiation and development of guidelines for determining the rating of countries by the level of development of this market as a determining factor in the innovative development of the national economy. In the study, expert survey methods, logical generalization and comparison of results, statistical analysis and graphical presentation of results were used. The study conducted a marketing analysis of sales and production of electric cars, government programs to stimulate them, existing rating indicators of countries for the development of the electric vehicle market, and based on the results, a method for determining the integrated rating indicator of national economy innovativeness was developed. The article established that in countries that are world economic leaders, the growing interest of consumers and manufacturers of cars to electric vehicles, which is actively supported by government programs and incentives. It is proposed to use a integrated indicator of innovative development of the national economy, which are directly related to the market of electric vehicles. This indicator consists of the following factors: share of investments in the development of branches related to the national production of electric vehicles; level of growth of electric transport in the country’s total fleet; the share of electric vehicles in total number of cars produced in the country; level of increase in the amount of electricity produced based on RES in total; infrastructure development; level of state support for the market. The use of these integrated factors in marketing analysis will determine the level of the world leader in the country, its innovative development.
Yelena B. Yakovleva, Nataliya P. Kuznetsova, Oleg A. Drozdov
Published: 22 February 2019
Innovative Marketing, Volume 15, pp 30-41; doi:10.21511/im.15(1).2019.03

Abstract:The answer to the question about the labor migrants attraction economic effect on the national economy of the recipient countries remains uncertain. Therefore, the purpose of the study is to determine the necessity and significance of mass labor migration for the economic development of recipient countries in general and Russia in particular. During the study, the authors implemented the following tasks:1) to identify and assess the contradictions that occur at the micro and macro levels in the host country using migrant labor;2) to calculate the most essential economic indicators of the efficient use of foreign labor in Russia (based on 2016 data);3) to assess the contribution of migrant labor to the GDP; and4) to clarify the impact of all levels of taxes and fees for patents by legal migrants and evasion of such payments by illegal migrants on revenues and expenditures of budgets, accompanied with state budget expenditures to investigate illegal activities (sometimes criminal in nature) with the subsequent deportation of such migrants from the country.Marketing research has shown that contradictions arising at the micro and macro levels are revealed, which explains the effect of the “migration trap”; the low efficiency of using foreign labor in the Russian economy has been proved, as evidenced by the insignificant share of GDP produced by migrants and significant leaks of a part of GDP from the country’s economy through the transfer of funds to donor countries; an imbalance between the needs of the national economy for additional labor by industries and the actual use of foreign labor entering the Russian market is shown; weak influence of the state on the national labor market and the lack of systemic regulation of the quality of training and the scope of migrant labor are revealed.
Maciej Dębski, Łukasz Sułkowski
Published: 15 February 2019
Innovative Marketing, Volume 15, pp 13-29; doi:10.21511/im.15(1).2019.02

Abstract:Small and micro businesses form the largest group of entities offering services to tourists in tourist destinations. A majority of them are family businesses accommodation facilities. The study tests the hypothesis that the family nature of a business offering accommodation services can be a source of real competitive advantage being of significance for a certain group of clients. The advantage can be shaped by creating an image based on the owner’s involvement and hospitality. As the literature research indicated, in the case of the businesses described, it is relatively easy to develop a bond between the facility’s manager and their clients. The deliberations were extended by an empirical study conducted on a group of young people from Poland and Ukraine. Its results have indicated that accommodation services are significant elements of the satisfaction among the clients surveyed, and that in the group surveyed, the key reason for a trip is the intention to “experience and learn” and not comfort. It has also been confirmed that the determinants of accommodation services related to broadly defined hospitality are significant, however, not key in the group analyzed.
Yurii Petrunia, Victor Chentsov, Norbert Życzyński, Vira Petrunia
Innovative Marketing, Volume 15, pp 1-12; doi:10.21511/im.15(1).2019.01

Abstract:The marketing environment of universities’ activities in Ukraine is changing dramatically. As a result, the system of chances and risks for universities is constantly changing. Therefore, timely detection of changes in the marketing environment and effective management ensure the competitiveness of the universities. The aim of the article is to identify the marketing environment dominants of the Ukrainian universities, as well as to assess the efficiency of marketing tools application in the system of universities’ management. On the basis of statistical and primary data analyses, the higher education market in Ukraine both at the state and regional levels has been assessed and the university’s dependence on market sources of funding has been substantiated. As the modern domains of the marketing environment of universities, changes in the distribution of state-funded places, the impact of external independent testing, and the intensification of competition between universities are determined. The influence of external independent testing on structural intersegmental changes concerning the choice of specialties of universities’ entrants is proved. The comparative characteristics of the marketing management tools in Ukrainian and Polish universities are considered. The obtained results outline the importance of strengthening the marketing orientation of management in universities.