Herald of Kyiv National University of Trade and Economics最新文献

{"title":"Sponsorship marketing of European countries in the conditions of martial law in Ukraine","authors":"O. Bondarenko, M. Knights","doi":"10.31617/1.2022(146)01","DOIUrl":"https://doi.org/10.31617/1.2022(146)01","url":null,"abstract":"Introduction. In the conditions of war in Ukraine, the assistance of European states is invaluable. The sponsorship, being a synthetic marketing communication, becomes a key means of ensuring the image of states and positioning in the global marketing environment. Problem. The methodology of the functioning of sponsorship marketing and sponsorship me­chanisms in all spheres of social life has been studied by many scientists. However, there are no scientific researches that reveal the specifics of the implementation of sponsorship marketing by European states in wartime and justify spon­sorship as a marketing communication capable of creating a positive image of states and ensu­ring their strategic positioning in the global marketing environment. The aim of the article is to substantiate the peculiarities of the sponsorship marketing implementation by European countries in the conditions of war in Ukraine, to prove a sig­nificant role in the formation of the state's image and brand in the global marketing environment. Methods. Methods of analysis and synthesis, system and structural analysis, comparison, logical generalization, hypothetical and deductive method are applied. Results. Sponsorship marketing trends in the global marketing environment are identified and innovative ways of encouraging people to change their behavior under the influence of social fac­tors are identified. It has been proven that in the conditions of war, sponsorship, being a synthetic marketing communication, becomes the main tool for meeting public needs. A hypothesis was put forward that the level of preservation of social values correlates with the toolkit of spon­sorship marketing. Conclusions. In the conditions of war in Ukraine, which has had a significant impact on the economy of European countries, sponsor­ship marketing and sponsorship are becoming the main tools for forming the image of the state, strengthening brand loyalty and positio­ning in the global marketing environment. European states that form a socially respon­sible image and brand based on the use of effective sponsorship marke­ting tools have sig­nificant opportunities for reco­gnition by the world community, stren­gthening the loyalty of citizens of various states, which is important for effective social and eco­nomic development and preservation of public values.","PeriodicalId":374872,"journal":{"name":"Herald of Kyiv National University of Trade and Economics","volume":"97 15","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-12-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"113940353","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Supply chain risks of trade companies during a large-scale crisis","authors":"Liudmyla Kharsun, Y. Kovalenko","doi":"10.31617/1.2022(146)04","DOIUrl":"https://doi.org/10.31617/1.2022(146)04","url":null,"abstract":"Introduction. The effectiveness of modern management of business structures directly de­pends on the analysis of potential risks and asses­sment of the probability of their occurrence. Risk management tools are of particular importance in optimizing the functioning of supply chains of trade enterprises. Problem. Russia’s full-scale military inva­sion of Ukraine significantly changes appro­aches to supply chains organization, requires their promptly reformatting. This necessitates an analysis of the key risks associated with the operation of martial law and the consequences of their impact on supply chains in trade. The aim of the article is to determine the nature of the risks of functioning of trading companies’ supply chains under martial law and to substantiate the practical tools of logistics management aimed at minimizing losses as a re­sult of their occurrence. Methods. The methodological apparatus of the research consists of general scientific met­hods (system analysis, determination of direct and reverse relations between economic pheno­mena and processes, comparative analysis) and special economic methods (statistical-analy­ti­cal, qualitative and quantitative analysis, situa­tional analysis). Results. It was determined that the logistics industry was one of the first to feel the con­sequences of military actions and the urgent need to rebuild the established mechanisms of logistics services of trade flows. The main groups of risks that affect the operation of trade com­panies supply chains in war conditions have been studied, the main forms of their mani­festation and consequences have been assessed. Conclusions. Considering the acute impact of the military invasion of Ukraine on the function­ning of trading companies’ supply chains, the necessity of flexible and diversified transfor­mation of their logistics strategies has been determined. The importance of risk monitoring and the development of alternative action plans for various scenarios has been proven.","PeriodicalId":374872,"journal":{"name":"Herald of Kyiv National University of Trade and Economics","volume":"9 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-12-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130155656","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Controlling of operational activity of trade enterprises","authors":"H. Sytnyk, H. Silakova, Serhii Blazhenko","doi":"10.31617/1.2022(146)03","DOIUrl":"https://doi.org/10.31617/1.2022(146)03","url":null,"abstract":"Introduction. The efficiency of operational activity is a necessary condition for ensuring the sustainable economic development of trade enterprises. Therefore, the search for and imple­mentation of innovative technologies for mana­ging this activity is a priority task for the enter­prise management. Problem. The consequences of COVID-19 and Russian military aggression have made tra­ditional systems for managing the operational acti­vities of trade enterprises ineffective. The pro­blem of adapting enterprise management to new economic conditions is crucial today. The aim of the article is to substantiate the theoretical foundations of process-oriented controlling of the operational activities. Methods. The following methods of scientific knowledge are used: analysis and synthesis, deduction and induction, generalization. Results. The content and main tasks of pro­cess-oriented controlling of the operational acti­vity of a trade enterprise are formulated. The model of operational business processes of the upper level of the trade enterprise is pre­sented, the principles of formation of target indicators of management of operational busi­ness processes are defined, and approaches to the formation of a system of centers of financial responsibility for trade enterprises of different sizes and different basic organizational manage­ment structures are formulated. Conclusions. The implementation of the tech­nology of controlling operational activities based on a process-oriented approach allows to quickly adapt the management system of the enterprise to new business conditions.","PeriodicalId":374872,"journal":{"name":"Herald of Kyiv National University of Trade and Economics","volume":"42 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-12-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134431955","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The influence of social capital on network effects","authors":"A. Kurnosenko","doi":"10.31617/1.2022(146)05","DOIUrl":"https://doi.org/10.31617/1.2022(146)05","url":null,"abstract":"Introduction. The current social and eco­nomic changes caused by networking relations in the economic system are a significant element of contemporary scientific research aimed to identify the essential characteristics of such new concepts as \"network economy\" and \"social ca-pital\". This situation has resulted from the deve­lopment of Internet technologies, the increasing role of intangible assets in value creation, and the need to study the state involvement in these processes, which identifies the level of their development.Problem. The impact of social capital on the economic system has been observed in various patterns of economic system relationships, and it is amid the network economy that this impact is clearly revealed through the changes in the mani­festation of network effects. It is necessary to spe­cify such changes for the effective organization of economic relations under the conditions of the network economy as well as for the determina­tion of the role of social capital in them.The aim of the article is to identify the relationship between social capital and the net­work economy and determine in which interact­tion patterns of the economic system social capital changes (or levels) the manifestation of network effects.Methods. In the course of the research, the following methods were used: analysis, genera­lization, comparison, analogy, scenario constru­ction, graphic, and microeconomic analysis (marginal utility curve).Results. In the course of the research, there has been revealed the relationship between the levels of social capital and network readiness, as well as theoretical and practical aspects of the outlined issues. The findings obtained while analyzing the nature of the formation of various relationship patterns of the economic system and the role of social capital in those patterns show that social capital determines the manifestation character of network effects (posi­tive and nega­tive) in such patterns.Conclusions. The components of social capi­tal are identical to the elements of network via­bility. Thus, social capital becomes a key mana­gement object in the network economy. The obtai­ned results of the research will form the basis for further scientific research on the social capital management system of an enterprise in the network economy.","PeriodicalId":374872,"journal":{"name":"Herald of Kyiv National University of Trade and Economics","volume":"38 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-12-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134069375","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Evaluation of the bank’s attractiveness for corporate clients","authors":"Liudmyla Herbych, Larysa Netrebchuk","doi":"10.31617/1.2022(146)08","DOIUrl":"https://doi.org/10.31617/1.2022(146)08","url":null,"abstract":"Introduction. In conditions of high volatility of the market environment, there is a constant competition between banks for customers, espe­cially corporate ones, which generate a signifi­cant part of their income Problem. Customers are faced with the ques­tion of choosing a bank with the best conditions for their service. And since there is no single list of criteria or methods that would make it pos­sible to unambiguously compare the attractive­ness of banks from the customers’ side, the rese­arch proposed a method for choosing a bank. The aim of the article– is to develop an integrated approach to assessing the bank’s attractiveness for corporate clients Methods. The methods of system-structural, comparative analysis, logical generalization, scoring, rating are applied. Results. Banking service for corporate cli­ents is an integral part of the activities of both sides. Due to the large number of banks and the wide variety of their services, clients constantly face the problem of choosing a bank for service. The key criteria that influence the choice of banks by clients and generate opportunities for their cooperation were determined. A model for calculating the integral coefficient of attracti­veness of the bank for corporate clients was developed, its calculation was carried out. Ba­sed on the results of this calculation the rating of Ukrainian banks was compiled. Conclusions. The availability of objective information while choosing a bank for service is a key point in the process of strategic planning of the activities of any legal entity. It is important to find simple tools for evaluating the bank. The proposed methodological recommendations regar­ding the application of the integral coefficient are intended for use by corporate clients when choosing a bank for service.","PeriodicalId":374872,"journal":{"name":"Herald of Kyiv National University of Trade and Economics","volume":"81 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-12-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133448246","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Digitalization of corporate business of Ukrainian banks","authors":"N. Shulha, Bohdan Fesiuk","doi":"10.31617/1.2022(146)06","DOIUrl":"https://doi.org/10.31617/1.2022(146)06","url":null,"abstract":"Introduction. Increasing competition bet­ween banks requires the introduction of banking products with a new service and economic design, based on modern software, technology and information platforms. Problem. Digitalization is becoming a key trend in conducting business for banks and their corporate clients. The aim of the study is to cluster banks by the level of digitalization and determine the relationship between it and indicators of market power, financial performance and cre­dit risk. Methods. Input normalized indicators for 32 banks of Ukraine, determined using the MINIMAX methodology, were used. The study was based on correlation-regression and cluster analysis. Results. The information base for calcu­lating the digitalization index for banks in the focus group was chosen based on the number of: the number of visitors to banks’ websites, regis­tered users of banks’ mobile applications (inclu­ding for legal entities and individuals), branded online inquiries, banking self-service devices, sub­scribers of banks in social media networks. When determining the level of digitalization in corpo­rate business, only two indicators were used: the number of registered legal entities that use mo­bile bank applications and the number of brand-name online searches for each of them. Three hypotheses were put forward and their empirical verification was carried out, accor­ding to the results of which it was established that there is a moderate correlation between the digitalization index and the credit risk indicator and a low correlation between the digitalization index and indicators of financial performance and market power. Among the financial indi­cators a noticeable correlation was found only between the level of the interest margin and the level of digitalization. Conclusions. For most of the banks in the focus group, a low level of digitalization is inhe­rent in the corporate business. It is proposed to develop a strategy for the development of the corporate business of banks on a new techno­logical platform, which will make it possible to extend digitalization processes not only to typi­cal, but also to exclusive financial services pro­vided to corporate clients, taking into account their individual service.","PeriodicalId":374872,"journal":{"name":"Herald of Kyiv National University of Trade and Economics","volume":"37 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-12-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"117277095","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Groups of products with improved market access & improved exports","authors":"M. Hellyer, G. Piatnytska, Valeriy Piatnytskyi","doi":"10.31617/1.2022(146)02","DOIUrl":"https://doi.org/10.31617/1.2022(146)02","url":null,"abstract":"Introduction. The results of Ukraine’s activi­ties within the framework of the Association Agreement between the EU and Ukraine, inclu­ding provisions on the Deep and Comprehensive Free Trade Area (DCFTA), improving market access means not only the reduction of tariffs, but also the reduction of non-tariff measures through alignment with EU rules. Problem. Competition between rules leads to convergence of standards in practice. However, the issue of continuation of national diversities is empirical. The aim of the study is to identify the rela­tionship between product groups with improved access and exports within the study of Euro­pean perspectives for the further development of Ukraine. Methods. The study uses general and special research methods. Results. It is substantiated that Ukrainian business can increase the productivity and effi­ciency of its activities by adopting EU standards by 13–30 %. It is established that a smaller share of imports in a particular country’s total imports would imply greater trade costs in that country for the exporting country, and vice versa. All products with HS4 codes which market share in EU is less than market share in the world are identified. Ineffective products within the scope of the DCFTA have been identified. In order to identify these products a special formula is pro­posed. An economic-mathematical approach for evaluating export growth in conditions of con­flict-free trade is proposed. Conclusions. Tariffs are not the only barrier to market entry in the EU. Some of the largest trade transaction costs have been seen to be a major barrier to export development which was addressed within the DCFTA. Further inves­tigation could be focus on assessing the compe­titiveness of products with improved access.","PeriodicalId":374872,"journal":{"name":"Herald of Kyiv National University of Trade and Economics","volume":"13 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-12-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126319553","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Capitalization of Ukrainian systemically important banks of military aggression of the rf","authors":"Olena Erkes, Oksana Kalyta, T. Gordiienko","doi":"10.31617/1.2022(146)07","DOIUrl":"https://doi.org/10.31617/1.2022(146)07","url":null,"abstract":"Introduction. Systemically important banks (SIB) play an important role in stability of the do­mestic banking and financial system since their activities significantly affect the country’s finan­cial system and the economy as a whole. Problem. Domestic banking system constantly functions in a mode of stress and uncertainty In conditions of war, therefore the National Bank of Ukraine pays special attention to the activities of systemically important institutions. Ensuring the proper functioning of SIB depends on the level of their capitalization, which is why the capitalization of systemically important banks is an extremely urgent issue today. The aim of the article is to determine the ability of SIB to meet capital adequacy require­ments as a factor of ensuring the stability and reliability of the domestic banking system and its macroeconomic stress resistance under martial law. Methods. Methods of theoretical genera­lization, analysis and synthesis, grouping, sys­tem approach were used in the paper. Results. The value of the capital standards of domestic SIB during the period of martial law was investigated, a comparative analysis of ca­pitalization indicators of SIB of Ukraine with their normative and forecast values under basic and adverse macroeconomic scenarios was car­ried out according to the results of the NBU stress testing. Banks that show signs of an unfa­vorable macroeconomic scenario have been iden­tified, and recommendations have been develo­ped regarding the need to take additional measures to increase the stress resistance of banks. Conclusions. In conditions of war, the SIB of Ukraine fulfills the requirements regarding the target values of the capital standards and has a sufficient margin of safety due to the appropriate level of capitalization, although the implemen­ta­tion of the basic macroeconomic scenario tur­ned out to be impossible, which caused lower than forecast capital indicators. Therefore, the regu­la­tor should pay additional attention to those banks that demonstrate negative trends for the implementation of an unfavorable macroeconomic scenario at this stage and prepare a set of mea­sures for their recapitalization in advance.","PeriodicalId":374872,"journal":{"name":"Herald of Kyiv National University of Trade and Economics","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-12-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130115007","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Механізм реалізації конкурентної політики держави","authors":"Юлія Ясько","doi":"10.31617/1.2022(145)02","DOIUrl":"https://doi.org/10.31617/1.2022(145)02","url":null,"abstract":"Вступ. Формування ефективного конку­рентного середовища належить до пріори­тетних завдань державного регулювання економіки, ставши одним з ключових питань у становленні нової моделі соціально орієн-тованої економіки в Україні. Важливими є вдосконалення механізму формування та реалізації конкурентної політики відповідно до нових соціально-економічних викликів. Проблема. У ХХІ ст. переглядаються тео­ретичні засади конкурентної політики: як теоретичні основи, так і наявна нормативно-методична база не є достатньо дієвими в забезпеченні ефективної реалізації конку­рентної політики, особливо щодо новітніх ринків. Це потребує переосмислення провід­ного наразі структурного неокласичного під­ходу до конкуренції та конкурентної політики, коли, по суті, нехтують чинниками інсти­тутів і поведінки. Метою статті є аналіз теоретичних та прикладних аспектів реалізації конкурентної політики держави у контексті системного розуміння її змісту, форм, методів та інстру­ментів. Методи. Використано наукові методи узагальнення, аналізу та синтезу, порівняння. Результати дослідження. Механізм реа­лізації конкурентної політики передбачає наявність двох форм: запобігання та проти­дію порушенням конкурентного законодавства (правозастосування) та адвокату­вання кон­куренції усіма органами державної влади. Інституційні засади ринкової конкуренції пов’язані зі станом підприємницького середо­вища, правилами і нормами ринкової діяль­ності, поведінковою інфраструктурою для учасників ринку. У реалізації конкурентної політики визначальною є роль конкурентного відомства, чия інституційна незалежність сприяє об’єктивності його дій, що унемож­ливлює вплив окремих груп інтересів при прий­нятті рішень. Висновки. Важливо створити такі умови, при яких забезпечуватиметься наукове вирі­шення комплексу взаємопов’язаних інститу­ційних проблем розроблення і реалізації кон­курентної політики держави. Цьому об’єк­тивно сприятимуть високі темпи розвитку національного внутрішнього ринку, зміц­нення прав власності, формування ефектив­ного приватного власника як домінуючої фігури в економіці, становлення прозорого і відповідального бізнесу, підвищення ефек­тив­ності діяльності владних державних структур.","PeriodicalId":374872,"journal":{"name":"Herald of Kyiv National University of Trade and Economics","volume":"10 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-10-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124004289","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Стратегії диджитал-маркетингу в ресторанному бізнесі","authors":"Людмила Бовш, Мирослава Босовська, Алла Расулова","doi":"10.31617/1.2022(145)05","DOIUrl":"https://doi.org/10.31617/1.2022(145)05","url":null,"abstract":"Вступ. Актуальність досліджень ефек­тивних стратегій диджитал-маркетингу полягає в розробленні адаптаційних меха­нізмів до умов цифровізації та глобальних кризових викликів, які безпосередньо впли­вають на ресторанний бізнес. Проблема. В умовах системних криз та глобальної диджиталізації суб’єкти ресто­ранного бізнесу потребують надійних стра­тегічних сценаріїв, що забезпечать вижи­вання і розвиток. Метою статті є наукове обґрунтування моделей стратегічної поведінки суб’єкта ресторанного бізнесу в умовах кризи та циф­рових інновацій. Методи. Підґрунтям дослідження є кла-сичні концепції стратегічного менеджменту та маркетингу, методичний базис цифро­візації бізнесу. Зміст стратегій диджитал-маркетингу інтерпретовано за допомогою загальнонаукових методів досліджень, зокрема аналізу, синтезу, систематизації, логічного узагальнення. Методи логічного та когні­тив­ного моделювання застосовано для розроб­лення схем та моделей формування й транс­формації стратегій диджитал-маркетингу суб’єктів ресторанного бізнесу в умовах військових дій. Механізм їх реалізації розкрито через декомпозицію функцій менеджменту, бізнес-процесів, результатів діяльності та відповідальності виконавців. Отримані резуль­тати та висновки підтверджено статич­ними та маркетинговими дослідженнями. Результати дослідження. Проведене до­слідження дало змогу окреслити теоретичні та практичні результати. Здійснено марке­тинговий аудит можливостей цифровізації, визначено цільові орієнтири та стратегічні метрики диджитал-маркетингу. Обґрунтовано необхідність системного та безперервного оцінювання її результативності шляхом сис­тематизації ключових показників. Здійснено форсайт трансформації стратегій диджи­тал-маркетингу суб’єктів ресторанного бі­знесу в умовах військових дій. Механізм її реа­лізації представлено через розподіл функцій (повноважень), бізнес-процесів (діяльності), ресурсів та відповідальності. Висновки. Формування стратегії диджи­тал-маркетингу створює основу для отри­мання стійких конкурентних переваг та адап­таційних механізмів через використання циф­рових можливостей і платформ. Прове­дені дослідження презентують науково обґрун­товані результати, які комплексно вирі­шують проблему формування та реалізації стратегії диджитал-маркетингу у ресторан­ному бізнесі.","PeriodicalId":374872,"journal":{"name":"Herald of Kyiv National University of Trade and Economics","volume":"87 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-10-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124960126","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}