Green, Blue and Digital Economy Journal

SELECTION AND IMPLEMENTATION ALTERNATIVES FOR THE MARKETING STRATEGY OF ENTERPRISE MANAGEMENT

2024-03-29T08:13:52+00:00

The purpose of the article is to justify modern approaches to the choice of marketing strategies and to develop practical recommendations for their implementation and management in the activities of agricultural enterprises. The methodological basis of the study was a synthesis of the results of applied research in economics, scientific works of domestic and foreign scientists, which highlighted the basic theories of competitive advantage, competitiveness and marketing management. Results. The article examines the essence of the peculiarities of the system of strategic management of marketing activities of agricultural enterprises, provides a description of marketing strategies for managing the development of the enterprise, outlines methodical approaches to assessing the level of potential of marketing strategies in the activities of agricultural enterprises. The paper formulates the key objectives of marketing activities and allocates the tasks that are key in developing a marketing strategy. Thus, having analysed most of the classifications of marketing strategies, it can be concluded that strategies are developed for each individual enterprise depending on the mission of the enterprise, tactical and strategic development goals. It has been established that when choosing a marketing strategy it is necessary to concentrate efforts on the set goals, main features of the marketing strategy, such as: long-term orientation, based on the results of strategic marketing analysis, certain subordination in the hierarchy of corporate strategies, determined market orientation of activity (in relation to consumers and competitors). In addition, the company's marketing strategy determines its strengths, which allow it to win in competition. Practical results. The publication identifies specific features of marketing management of formation and implementation of strategies of innovative development of agricultural enterprises. The main factors of the external and internal environment that determine the adaptation of marketing activities and the management system of agricultural enterprises to their changes are noted. The proposed system of the competitive strategy of the enterprise, which includes a separate set of strategies: the ability to form competitive advantages, the application of the competitive strategy and the effective use of the competitive strategy of the enterprise. Value/Originality. The article systemises main types of marketing strategies, competitive strategies and strategies of innovation development. The competitive approach is based on the strategy and tactics of counteracting competitors. Within this approach, two ways of achieving competitive advantages can be used: the marketing strategy of the leader and the strategy of sustainable development of the competitive environment.

METHODOLOGICAL FOUNDATIONS OF THE SIMPLIFIED ACCOUNTING SYSTEM IN THE CONTEXT OF DIGITALISATION IN UKRAINE

2024-03-29T08:13:52+00:00

The article is devoted to the problems of the methodology of simplified accounting in Ukraine. The purpose of the article is to generalise the methodological basis of simplified accounting, as well as to identify the transformation of the components of the methodology of simplified accounting in the conditions of digitalisation. Methodology. The analytical method was used to identify the components of the simplified accounting methodology. Clarification of the conceptual apparatus was carried out using the method of induction based on the generalisation of the views of scientists and changes in the business environment. The comparative method was used to study the regulation of simplified accounting in Ukraine and Europe. The monographic method was used to describe the research results. Results. The nature of the activity of small enterprises requires simpler accounting methods, valuation methods, simplification of documentation, reporting, partial rejection of double-entry accounting, etc. The simplified accounting system adapts the theory and methodology of accounting to the economic practice of an individual small business. The methodological basis of the simplified accounting system are the constituent elements of the accounting methodology, the change of which is necessary and sufficient for the formation of a simplified accounting system, which differs from the general one. The digitalisation of the processes of collecting, processing, disseminating and storing information causes transformation processes in the methodology of simplified accounting aimed at the formation of the space of digitalised economic information. Practical implications. The requirements of the business environment and digitisation processes have been disclosed. The conceptual apparatus was clarified based on the analysis of regulatory documents. The transformation of the methodological bases of the simplified accounting system has been identified, which will ensure the adoption of the principle of stakeholder orientation, the development of simple and simplified forms of accounting, and the creation of the space of digitised economic information. The article identifies the need to introduce an XBRL taxonomy for simplified accounting, consistent with the main taxonomy, which is a necessary component of digitisation of simplified accounting. Value/Originality. Focusing on stakeholders and promoting digitalisation will help to increase understanding and manageability among small businesses.

CREATING A SUSTAINABLE CORPORATE CULTURE IN THE CONTEXT OF GREEN AND DIGITAL ECONOMY

2024-05-29T05:27:12+00:00

The purpose of this paper is to explore the strategies for creating a sustainable corporate culture in the context of the green and digital economy. In today's business landscape, characterised by a growing emphasis on environmental responsibility and technological innovation, organisations are faced with the challenge of aligning their corporate cultures with these emerging paradigms. This study uses a mixed-methods approach, combining qualitative analysis of case studies with quantitative examination of organisational practices, to investigate effective strategies for fostering a sustainable corporate culture amidst the challenges and opportunities presented by the green and digital economy. Methodology. The research methodology includes a comprehensive review of the literature on corporate culture, sustainability and digitalisation, supplemented by analysis of data collected from case studies of organisations operating in different industries. Qualitative data from interviews with key stakeholders and observations of organisational practices are complemented by quantitative analysis of survey responses and performance metrics. Results. The findings highlight several key strategies for creating a sustainable corporate culture in the context of the green and digital economy. These include: leadership commitment to sustainability and innovation; integration of green practices into organisational policies and procedures; employee engagement and empowerment through training and development programmes; use of digital technologies to improve communication, collaboration and productivity; and continuous monitoring and evaluation of environmental performance metrics. Practical implications. The implications of this study have several practical implications for organisations seeking to cultivate a sustainable culture. First, they underscore the importance of strong leadership commitment to sustainability and innovation, and the need to integrate green practices into all aspects of organisational operations. Second, the findings highlight the critical role of employee engagement and empowerment in driving sustainable behaviour and fostering a culture of environmental responsibility. Finally, the study highlights the potential of digital technologies to enable organisations to adapt and thrive in the evolving landscape of the green and digital economy. Value / Оriginality. This paper contributes to the existing literature by providing evidence and practical insights into the strategies for creating a sustainable corporate culture in the context of the green and digital economy. By combining qualitative analysis of case studies with quantitative examination of organisational practices, the study provides a comprehensive understanding of the key factors influencing corporate culture in the contemporary business environment. In addition, the research highlights the importance of aligning organisational values with environmental and technological advances to enhance business sustainability and resilience. Overall, the paper provides valuable contributions to both theory and practice in the areas of corporate culture, sustainability and digitalisation.

MARKETING ACTIVITIES OF IT COMPANIES: INFORMATION AND ORGANISATIONAL CAPABILITIES FOR DIGITAL PRODUCT DEVELOPMENT

2024-05-29T05:27:12+00:00

The purpose of this article is to provide a comprehensive examination of the informational and organisational capabilities of marketing activities in the market for digital products and services. It highlights the importance of data analysis, web analytics and technology partnerships for success in the digital marketplace. It also examines modern organisational strategies to help IT companies effectively implement marketing initiatives and adapt quickly to changing business landscapes. Methodology. This article is based on a theoretical and methodological review of the existing scientific literature on digital technologies, the marketing of digital products and services, and an overview of current technological and organisational solutions in the digital field. In addition, it includes a survey of marketing managers from renowned IT companies with the aim of delineating the typology of organisational structures within marketing departments. Results. Information delivery, data analytics, monitoring tools and web analytics are critical to digital marketing in IT organisations, facilitating the collection and analysis of data from multiple sources such as websites, social media and CRM systems. By leveraging big data and machine learning algorithms, it is possible to identify complex dependencies and predict consumer behaviour. Technological partnerships and collaborations with startups are becoming increasingly important for IT companies' marketing efforts, providing access to fresh ideas, technologies and a competitive edge. Organisational structures in the marketing departments of IT companies emphasise agility and cross-functional teamwork, often using agile methodologies. This promotes adaptability to market changes. Marketing structures typically include inbound approaches, flexible growth-oriented setups, and streamlined hierarchies. Practical implications. These marketing tools and organisational methods are recommended for implementation in the marketing departments of IT companies. The correlation between informational and organisational capabilities contributes to the achievement of marketing goals and the competitive advantage of IT companies in the marketplace. Scrum and Kanban, widely used agile frameworks, are not limited to technology companies but are also common in financial services and retail. Value / Оriginality. In the context of the ongoing military conflict, successful operation of Ukrainian IT companies in the modern world requires not only technological superiority, but also effective marketing and a well-organised internal structure. To accelerate the recovery of the Ukrainian IT sector and improve existing practices, the following recommendations have been made.

THE EFFECTIVENESS OF TIKTOK AS A MEANS OF HEDONIC PRODUCT PROMOTION IN THE DIGITAL ERA: CASE STUDY IN INDONESIA

2024-06-12T11:49:44+00:00

Digital technology has developed rapidly nowadays, and affects all areas of life, including the business activities. Currently, many companies use the popularity of electronic social media to promote their products and brands. There are many types of social media that are popular among consumers, such as Instagram, Facebook, Twitter (X) and the last one is TikTok. Since 2016, social media users have had access to TikTok, a short video application originally devoted to music and created by Bytedance. Recently, TikTok has rapidly gained popularity among social media users. However, there has not been much social and business research into the effectiveness of TikTok in influencing consumer attitudes and behavior towards products and brands. on the other hand, the concern of the government, society and some consumers regarding the need to preserve the environment and consume environmentally friendly products is urgent. Therefore, a lot of research is needed that combines two things; The first is the effectiveness of social media in encouraging consumer buying behavior, and the second is consumer concern for consuming environmentally friendly and green products. This research aims to test whether promotional activities on TikTok social media can influence a consumer's brand trust and brand engagement; and do brand trust and brand engagement influence the intention to purchase environmentally friendly products? To answer the research hypothesis, this study employed the Purposive Sampling method with 283 participants, including students, alumni, and colleagues of Duta Wacana Christian University, to examine the effectiveness of TikTok as a means of promoting hedonic products in the digital era. This research using survey methods with questionnaire; and researcher using purposive random sampling as a sampling technique. The Structural Equation Modeling (SEM) method was used to process the data and evaluate the research model and hypotheses. The SEM analysis and hypothesis testing results indicate that consumer activity on social media has a positive and significant effect on consumer trust in brands that are often promoted via social media. Additionally, the social media marketing variable has a positive and significant effect on the Brand Engagement variable. The study found that both the Brand Trust and Brand Engagement variables had a positive and significant impact on Purchase intention variable, indicating a desire to purchase a particular brand. The results suggest that consumers who wish to purchase products through TikTok are typically active on the platform and have a sense of trust and engagement with the brand.