Implementation of Innovative Marketing Management Technologies in the Integration Activities of Corporate Enterprises
Hutsaliuk O. M.
Doctor of Economic Sciences, professor, academician of AES of Ukraine
ORCID https://orcid.org/0000-0002-6541-4912
e-mail: alex-g.88@ukr.net,
Private institution of higher education “East European University named after Rauf Ablyazov”, Cherkasy,
Vasylenko V. A.
Doctor of Pedagogical Sciences, professor,
ORCID https://orcid.org/0000-0002-7907-6942
e-mail: vasylenko.volodymir@gmail.com,
Central Ukrainian National Technical University, Kropyvnytskyi,
Viriienko I. S.
holder of the third (educational) level of higher education
ORCID https://orcid.org/0009-0007-5389-2697
e-mail: all0904@ukr.net,
Priazov State Technical University, Dnipro.
Citation Format
Hutsaliuk, O. M., Vasylenko, V. A., Viriienko, I. S. (2024). Implementation of Innovative Marketing Management Technologies in the Integration Activities of Corporate Enterprises. Vіsnyk ekonomіchnoі nauky Ukraіny, 1 (46), рр. 118-123. DOІ: https://doi.org/10.37405/1729-7206.2024.1(46).118-123
Language
Ukrainian
Resume
The article deals with issues of development and introduction of innovative developments by Ukrainian enterprises. The categories “innovation” and “innovation process” are defined, the categorical features of economic indicators are indicated. The content of interfirm cooperative relations between enterprises regarding the transfer of innovative products is given. Definitions of the most important and promising innovative products in the practical activity of manufacturing enterprises are provided, which primarily include intellectual property objects, namely inventions, patents, know-how, trademarks and industrial designs. Along with material products, scientific and technical services are becoming especially widespread. The role of the latter is growing together with the transfer of technologies, which are practically tied to services of this kind, such as engineering, outsourcing, consulting and a complex of services before and after the sale of innovative products.
Marketing management of inter-company cooperative relations includes a number of such types of intellectual relations between specialists and manufacturers as scientific conferences, exhibitions, fairs, forums, personal professional contacts for the purpose of transferring knowledge, experience and joint developments in various research and design projects robots Such close cooperation of scientists and practitioners allows to produce high-tech products of various levels of complexity and to use a special technology transfer mechanism, which is the conclusion of license agreements. Licenses allow, on mutually beneficial terms, to use the achievements of scientific and technical progress and to attract a large number of interested parties both in the field of science and in the fields related to the application of scientific and technical developments in production into inter-company cooperative relations.
Keywords
marketing management, innovative technologies, integration activities, corporate enterprises, outsourcing, restructuring, consulting.
Referensces
- Androschuk, H., Krainіev, P., Kavas, I. (2000). Pravo intelektualnoi vlasnosti: torhovi aspekty [Intellectual property law: trade aspects]. Kyiv, “In Yure”. 200 p. [in Ukrainian].
- Bazhal, Yu. M. (2003). Znaneva ekonomika: teoriia i derzhavna polityka [Knowledge economy: theory and public policy]. Ekonomika i prohnozuvannia – Economics and forecasting, 3, pp. 77-84 [in Ukrainian].
- Barnes, V., Ledebur, L. (2003). Novi rehionalni ekonomiky [New regional economies]. Trans. from English. Lviv, Litopys. 196 p. [in Ukrainian].
- Bondar, Iu. A., Lehinkova, N. I. (2021). Osoblyvosti komunikatsiinoho protsesu v upravlinnia pidpryiemstvom [Peculiarities of the communication process in enterprise management]. Naukovyi visnyk Lotnoi akademii. Seriia: Ekonomika, menedzhment ta pravo – Scientific Bulletin of the Flight Academy. Series: Economics, management and law, 3-4, pp. 15-22. DOI: https://doi.org/10.33251/2707-8620-2021-3-4-15-21 [in Ukrainian].
- Bondar, Iu. A., Doroshenko, T. M. (2022). Ekonomichna bezpeka pidpryiemstva yak faktor zabezpechennia efektyvnosti zovnishnoekonomichnoi diial nosti [Economic security of the enterprise as a factor of ensuring the efficiency of foreign economic activity]. Rozvytok metodiv upravlinnia ta hospodariuvannia na transporti – Development of transport management and management methods, 1 (78), pp. 70-82. DOI: https://doi.org/10.31375/2226-1915-2022-1-70-82 [in Ukrainian].
- Volynskyi, H. (2006). Pro konkurentni perevahy v umovakh hlobalizatsii [About competitive advantages in the conditions of globalization]. Ekon. Ukr., 12, pp. 68-73 [in Ukrainian].
- Volkov, O. I., Denysenko, M. P. (2004). Ekonomika i orhanizatsiia innovatsiinoi diialnosti [Economics and organization of innovative activity]. Kyiv, “Professional”. 357 p. [in Ukrainian].
- Voroniuk, A., Polishchuk, A. (2018). Aktualnyi internet-marketynh [Current internet marketing]. Kyiv, “IPIO Agency”. 160 p. [in Ukrainian].
- Halchynskyi, A. S., Heiets, V. M., Kinakh, A. K., Semynozhenko, V. P. (2002). Innovatsiina stratehiia ukrainskykh reform [Innovative strategy of Ukrainian reforms]. Kyiv, Znannia Ukrainy. 326 p. [in Ukrainian].
- Heiets, V. M. (2004). Kharakter perekhidnykh protsesiv do ekonomiky znan [The nature of transitional processes to the knowledge economy]. Ekon. Ukr., 4-5, pp. 4-12 [in Ukrainian].
- Hutsaliuk, O. M. (2016). Ekonomichne obgruntuvannia protsesu utvorennia korporatyvnykh intehratsiinykh obiednan [Economic justification of the process of formation of corporate integration associations]. Naukovyi visnyk Uzhhorodskoho universytetu. Seriia: Ekonomika – Scientific Bulletin of Uzhhorod University. Series: Economy, Issue 1(47), Vol. 2, рр. 330-334 [in Ukrainian].
- Hutsaliuk, O. M. (2016). Intehratsiini aspekty stratehichnoho planuvannia rozvytku aktsionernoho tovarystva [Integrative aspects of strategic planning of joint-stock company development]. Hlobalni ta natsionalni problemy ekonomiky – Global and national economic problems, 11, pp. 322-327 [in Ukrainian].
- Hutsaliuk, O. M. (2017). Innovatsiina skladova v upravlinni efektyvnistiu intehratsiinykh peretvoren korporatyvnykh pidpryiemstv [An innovative component in managing the effectiveness of integration transformations of corporate enterprises]. Visnyk Odeskoho natsionalnoho universytetu. Seriia: «Ekonomika» – Bulletin of Odessa National University. Series: “Economics”, Vol. 22, Issue 10 (63), pp. 102-108 [in Ukrainian].
- Lapko, O. (1999). Innovatsiina diialnist v systemi derzhavnoho rehuliuvannia [Innovative activity in the system of state regulation]. Kyiv, IIE of NAS of Ukraine. 254 p. [in Ukrainian].
Full Text (.pdf)