Маркетинг і менеджмент інновацій (Marketing and Management of Innovations)
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Item The antecedents of electronic banking adoption in Saudi Arabia: using diffusion of innovation theory(Сумський державний університет, 2019) Khaled, Adnan Oweis; Odai, Falah AlghaswynehDespite the rapid growth in technology and the research effort given on investigating the adoption of electronic banking services, both banks and academic researchers in developing countries perceive the problem of low-level adoption of electronic banking. Most studies which have investigated the adoption, acceptance, or intention to use electronic banking, have agreed that customers «trust is one of the most important impediments that have frustrated the success of the adoption process. Therefore, in developed countries, customers» trust became the pivot of research studies that investigated the electronic dealings between customers and new IT/IS innovations. Recently, a few researchers have started investigating online trust in developing countries. Although electronic banking services have been widely adopted in developed countries, there is still low usage in developing countries such as Saudi Arabia. This quantitative research aims to empirically determine the significant antecedents of electronic Banking Service Adoption, as well as to explain how the Diffusion of Innovation Theory (DOIT) is being used in determining the antecedent of electronic banking in Saudi Arabia. Using an adopted survey instrument, (5-point-Likert scale) is used. Were eventually used to further analyse the data using mainly The Partial Least Square (PLS). This study contribute to the body of knowledge by extending existing literature to identifying the factors influencing the acceptance of electronic banking among banks customers, developing a comprehensive model which contributes to online customer literature by extending the Diffusion of Innovation Theory (DOIT) to include trust and system reliability applying them to the context of electronic banking, extending existing literature by applying the developed model to Saudi customers, contributing to technology acceptance theories by showing the role of system reliability in the acceptance of electronic banking, Contributing to the electronic trust literature by examining the role of customer trust in the context of electronic banking and how it might be increased.Item Public administration in EU: harmonization of income taxes(Sumy State University, 2019) Korecko, J.; Bacik, R.; Voznakova, I.In the European communities, the need for tax harmonization has begun to commence since the beginning of integration efforts in the 1960s. The first attitudes to tax harmonization were very ambitious. The plan was not only structural harmonization but also harmonization of tax rates. The paper examines the nature and course of the direct tax harmonization process, describes its advantages and disadvantages as well as the positive and negative effects of tax competition. The paper aims to examine the development and volume of selected income taxes collected in the Member States of the European Union. It tells whether the harmonization of income taxes is still a stagnant process. Cluster analysis deals with looking for similarities of multidimensional objects. Two clustering methods were used – hierarchical agglomeration clustering and non-hierarchical clustering. Cluster analysis aimed to achieve groups of states that would have some homogeneity. Cluster analysis sorted the data into sets with the highest possible similarity within the group and the most significant difference between the groups. Analysis of tax burden and income tax rates confirmed significant differences in these indicators across the EU. On the other hand, cluster analysis revealed similar developments in tax systems in terms of their geographical location in Europe. Cluster analysis can be used to suggest possible steps to co-operate in harmonizing Member State taxes in the future. The authors of this article propose the possibility of harmonizing taxes and cooperating gradually within clusters rather than trying to apply uniform rules in all EU Member States at the same time. The conclusion of the article raises problems in the field of harmonization of direct taxes in the EU. The possibility of preserving autonomy in deciding on tax burden in the country is left to the many Member States because they see that autonomy as a competitive advantage, particularly in the field of investment.Item Beyond just branding gimmick: power of youths in eco-certification in Abia state, Nigeria(Sumy State University, 2019) Oteh, Ogbonnaya Ukeh; Obasi, Raymond Ozoemelam; Eze, Chiazokam Justina; Onyemachi, Okechukwu Duke NdukaBusinesses do not operate in a vacuum. Activities of business have steadily increased pressure on the environment, leading to a growing demand for environmental sustainability and measures to address it. Ecocertification is seen as a strategic communication tool in green marketing strategy to build trust and credibility. This study provides evidence that eco-branding is more than just a branding gimmick. Using a sample of 120 students from Michael Okpara University of Agriculture Umudike, Nigeria, who are the future of environmentalism. The study observed that communication and campaign about environmental practices are not totally rejected by Nigerians. This mirrors the importance of perceived behavioural control especially – the dimension of self-efficacy and could serve as a foundation for developing policies that challenge certain assumptions held by young people concerning ecological issues. It also shows that young people are highly aware of eco-branding and labelling though their perception is limited to their level of exposure hence they consider such products being organic products. In addition, respondents prefer voluntary labelling than mandatory option. Voluntary labelling it emphasis the strength of value and ethicalmoral burden and commitment of the firm to the environment. These voluntary labels often come from trusted thirdparty institutions with high credibility. This study, therefore, identified that consumer’s education is a gateway to achieving the intent of eco-labels and branding because consumer perception of certification is negative.as it is seen as a marketing gimmick which reflects credibility crisis about brands with massive investment to promote environmental performance. This study also provides evidence that what drives certification performance among consumers is their concern about the environment and awareness of benefit such concern have on sustainability. The role of marketing is to design a green communication strategy that improves corporate credibility. In going for ecolabel policy, it is important to ensure the credibility of the certification as it reflects the credibility of the firm before the public.Item Financial instruments of stimulating innovative activities of enterprises and its improvements(Sumy State University, 2019) Liubkina, O.; Murovana, T.; Magomedova, A.; Siskos, E.; Akimova, L.The article analyzes the importance of innovations as one of the main factors influencing the competitiveness of enterprises and economies of the world. The study is based on the author’s empirical research, grounded on the methodology of analysis of empirical data. The survey was carried out among legal entities and separate departments which operate regardless of its type. The study aimed to determine the importance of financial factors in limiting innovation activity and its potential in stimulating the innovation activity of enterprises. A survey was carried out among the enterprises on the factors that significantly influenced their decision to develop innovative projects or constrained implementation of innovation activities. The key challenges of innovation activity of enterprises were analyzed (law barriers, supply-side barriers, demand-side barriers, barrier on the demand and supply interface, lack of identified priorities, challenges of commercialization of the results of scientific and technical work, as well as weak development of infrastructure, labour problems). The research was also carried out by studying features of using financial instruments to stimulate innovation activity of enterprises, analysis of economic indicators characterizing the innovative activity of enterprises, analysis of strengths and weaknesses of innovation projects, as well as improvement of financial instruments for stimulating the implementation of innovations at enterprises. Based on the conducted research, long-, medium- and short-term directions of financial support of innovative activity were determined. Financial instruments of stimulation innovation activity of enterprises are improved based on the analysis, taking into account socio-economic, political and other particular features of country’s development where such projects are implemented; studying the experience of implementing real innovative projects, analyzing strengths and weaknesses of these projects, feasibility of implementing similar projects under such conditions.Item Inbound marketing: practical aspects of promoting goods and services in ecommerce(Sumy State University, 2019) Baranchenko, Ye.; Aksom, H.; Zhylinska, O.; Firsova, S.; Datskova, D.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 underregulated. 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.Item Management of innovations in education: students satisfaction and career adoptability(Sumy State University, 2019) Tutar, H.; Karademir, O.; Guler, S.; Tutar, S.Open and distance education, unlike the traditional style of education, does not have to come to the campus, courses are processed in a completely virtual environment through the computer, live and interactive is the name of the training that the participant can watch them again and again at any time. Open and distance education in this aspect; Student Centre is an ideal educational model for people who cannot benefit from traditional education, providing equal opportunities, providing education opportunities for physically disabled students, eliminating geographical and regional barriers. Besides, it is a modern and innovative education model that ensures the continuation of the education of the people working in their businesses. Career compliance is a process that starts from preparation for the profession and starts from employment, progress in career and ending a career. Career compliance reflects an individual’s capacity to cope with potential changes that may arise in the present and future business life. Besides, employees’ level of coping with new job responsibilities, unexpected career changes and the ability to overcome obstacles that may arise. The main purpose of this study is to examine the relationship between education satisfaction levels and career adaptability perceptions of participants taking education within open or distance education model. The study is important in terms of developing and improving the open or distance education model when considering that the number of people taking education within the open or distance education model in our country is more than three and a half million today. Besides, one of the important issues in working life in contemporary societies is the career issue and it is thought that the adaptability of employees with their occupations has an important role in their productivity. Therefore, determining the level of educational satisfaction and career adaptability is thought to be important. In the study, which is based on «lifelong learning theory», the quantitative research method was preferred. To collect data, the «Distance Education Satisfaction Scale» and the «Career-related Adoptability» scales were employed. Data collected from a sample of 527 individuals were analysed by difference, relationship and impact tests and it was found that distance education satisfaction had a positive effect on career adaptability.Item State regulation of the economic security by applying the innovative approach to its assessment(Sumy State University, 2019) Levchenko, V.; Бойко, Антон Олександрович; Бойко, Антон Александрович; Boiko, Anton Oleksandrovych; Савченко, Тарас Григорович; Савченко, Тарас Григорьевич; Savchenko, Taras Hryhorovych; Боженко, Вікторія Володимирівна; Боженко, Виктория Владимировна; Bozhenko, Viktoriia Volodymyrivna; Гуменна, Юлiя Григорiвна; Гуменная, Юлия Григорьевна; Humenna, Yuliia Hryhorivna; Pilin, R.Given the current integration processes of the world economies, the issue of economic security of the state is extremely acute. The openness of markets facilitates the free flow of resources but also threatens the rapid transfer of crisis phenomena from one economy to another. There is a need to develop an innovative methodological tool for assessing the level of economic security in the country based on the calculation of a generalized indicator that will serve as a benchmark in the formation of state economic policy in the context of ensuring its sustainable growth and countering internal and external threats. The methodological tools of the study are methods of normalization, Fishburn’s rule, multiplicative model. Assessment of economic security level in the article is carried out in the following logical sequence: formation of an extended list of indicators characterizing the economic security of the state; characteristics of indicators in terms of opportunities and risk; determining the priority of indicators in the summarizing indicator; bringing indicators to a single measurement system; calculation of the integral indicator of economic security by constructing a multiplicative model; qualitative interpretation of the integral indicator of economic security. The results of the selection of relevant factors influencing the economic security of the state revealed that the selected determinants confirm the hypothesis of financialization of all economic processes in Ukraine and the need for state regulation of the financial system in order to ensure economic security. Empirical calculations have shown that during 2008–2018, Ukraine's level of economic security can be assessed as medium or low, and its dynamics correlate with crisis processes in the financial and economic sector and exacerbation of political instability in the country. Taking into account the low level of economic security in Ukraine, the authors elaborated a set of measures to improve the state regulation of economic security within the institutional, procedural and functional elements of it, as well as substantiate the impact of the proposed innovations on the economic security of the state. The results of the research can be useful for governments in order to adequately respond to destabilizing factors in the national economy.Item Developing the methodology of assessing the potential of countries to attract foreign direct investment(Sumy State University, 2019) Kasaeva, J.To accelerate the transformation process in all spheres of economic and social life the relevance of the adequate assessment of the countries’ investment potential was determined in this article. The innovation process has a high impact on the investment potential of the countries through every sector of the economy. As a result, the countries competitiveness depends on the level of technological innovation. The scientific methodological approach to the estimation of countries' investment potential by the adoption of Hurst exponent was proposed. It is based on the magnitude of the accumulated deviation and reflects the economic essence of the concept of potential. As the time series in Hurst exponent calculation, the theoretical (predictive) values of the global attractiveness index were taken. It was determined by the econometric model of the dependence of the effective feature on five integral indicators of the following groups: infrastructure, science and education, ecology and human health, technology, socio-economic conditions. The integrated indexes for each group were calculated by normalizing the input dataset using the relative method, narrowing it with the relative scatter method and generalization with the arithmetic mean. The five-factor nonlinear regression model of the dependence of the global foreign direct investment attractiveness index on five integrated indexes of the groups was created with the Cobb-Douglas function. The calculations were performed for countries such as United States, United Kingdom, Germany, France, Spain, Estonia, the Czech Republic, China, Poland, the Slovak Republic, Romania, Ukraine. This study shows that at the present moment the Slovak Republic, Ukraine and the Czech Republic have the highest investment potential. Therefore, the value of the proper indicator is equal to 60%. At the same time, the lowest investment potential shows the United Kingdom, Spain and Poland, where unused investment opportunities are less than 40%. The obtained results let us define further development opportunities and establish the mechanism for directing the financial resources to the country.Item Positioning matrix as an assessment tool for security level of a product portfolio competitive position(Sumy State University, 2019) Lazareva, M.The main objective of the study is to develop a tool for assessing the balance of the company's product portfolio, with which you can determine the security of its competitive position. As such a tool is proposed matrix positioning. The indicator of the balance of the product portfolio is the golden ratio. The relevance of this study lies in the fact that currently there is no generally accepted criterion for determining the degree of balance in the product portfolio, and that the existing matrix analysis tools do not fully provide an adequate assessment of the security of a competitive position. The study of the topic in the article is carried out in the following logical sequence: the author proves the legitimacy of using the golden ratio as the main indicator for assessing the balance of the product portfolio, then suggests the algorithm for assessing the security of the product portfolio developed by the author; further author considers modern methods for evaluating the product portfolio, then provides a method for constructing a matrix of positioning and interpretation of results using practical examples; further, there are the conclusions about the applicability of the proposed approach and tool. The article proposes the author's version of the solution to the issue of assessing the security of the competitive position of the product portfolio. A portfolio analysis tool has been developed − a positioning matrix, which involves a different combination of market growth rates and the share of a specific product/product group/brand on it. In this case, the net value of the product portfolio is calculated as a function of the company's business value. Formulated criteria for the balance of the product portfolio, based on the proportion of the «golden ratio». The competitive position of the product portfolio will be protected when the growth rate of the product/product group/brand is equal to or exceeds the market growth rate and the market share for the product group over time either remains at the same level or grows. The results of the study can be useful for the further development of approaches and tools for assessing the competitive position of the company. The positioning matrix has already shown its potential in practice and will be useful in practice when assessing the company's competitive position as a basic or complementary tool.Item Economic security of the country: marketing, institutional and political determinants(Sumy State University, 2019) Гаруст, Юрій Віталійович; Гаруст, Юрий Витальевич; Harust, Yurii Vitaliiovych; Мельник, Вадим Іванович; Мельник, Вадим Иванович; Melnyk, Vadym Ivanovych; Prasol, L.The aim of the paper was analysing of the main indicators which influence on the country’s economic security. The authors allocated the main approaches to define economic security. Traditionally the economic security was analysed as a range of economic parameters which are not considering the institutional and marketing parameters. The authors highlighted, the different types of combinations of marketing, political and institutional indicators could influence on the level of the country’s security level with different power. On this basis, the key factors which influenced on the level of the economic security were identified. All indicators were combined in three groups: marketing, political and institutional. To the political indicators, the parameters as follows were included: violence/terrorism; voice and accountability rating; rule of law; control of corruption. The marketing group of indicators contained the parameter – the country’s brand. The institutional group involved: adjusted net national income per capita; agricultural raw materials exports; agriculture, value-added; external balance on goods and services; food exports; food imports; foreign direct investment, nett inflows; GDP growth; wage and salaried workers, total; GDP per capita growth; industry, value-added; total natural resources rents; trade. Thus, in the paper, the authors checked the hypothesis as follows: the existence of the statistically significant relationship between marketing, political and institutional parameters and level of economic security. The informational basis for analyses was dataset from the: World Government Indicators, Future Brand, World Data Bank. For checking hypothesis, the 2SLS method was chosen. The analysed period 2002-2018 years. The empirical findings proved that political stability had a negative statistically significant impact at level 1% on agriculture value-added, agricultural raw materials exports, food imports. Besides, the rule of law had a negative significant impact on the indicators: agricultural raw materials exports, value-added, and agriculture value-added. The finding proved that political and institutional imbalance restricts the recovering of the country’s economic security. In this case, the government should consider not only economic parameters but also marketing and institutional during developing the mechanism to increase the level of the country’s economic security.