Industrial development of region in context of globalizationand integration processes: case of Kharkiv region of Ukraine

Abstract

Features of city branding are determined. The advantages of successful city branding are described. Attention is focused on the main ratings that determine the positions of cities and, accordingly, branding criteria. Examples of successful city brands are given. Today, globalization and integration processes in the economy have a significant impact on the industrial development of cities and regions.The purpose of the article is to analyze and substantiate the directions of industry development in the Kharkiv region in the context of integration and globalization processes based on a competitive approach.The article, based on the study of leading scientific publications and content analysis of statistical information, reveals the peculiarities of the development of the region's industry.The research used a set of general and special methods at the empirical and theoretical levels, such as methods of analysis and synthesis to assess trends in the development of the economy of the Kharkiv region, comparison to determine the priorities of the development of industries in the region, systematization and generalization for systematization information, formation of conclusions and scientific proposals of the paper. To identify threats and opportunities, advantages and disadvantages of the industrial development of the Kharkiv region, the method of SWOT analysis was used, due to which thematrix of strategic alternatives for the development of industrial enterprises of the Kharkiv region was proposed. As a result of the study, a methodical approach to justifying the choice of the development strategyof industrial enterprises of the Kharkiv region was formed, which allows obtaining competitive advantages on the market in the conditions of integration changes.The scientific novelty of the study consists in determining the prospects for the developmentof the industry of the Kharkiv region in the conditions of globalization and integration processes, as well as in the justification of strategic directions of development based on the identification of three types of strategies for the development of industrial enterprises in the region.