https://repository.hneu.edu.ua/handle/123456789/30276 2026-04-05T21:41:44Z https://repository.hneu.edu.ua/handle/123456789/33144 Назва: The essence of key success factors as a competitive advantage of the enterprise Автори: Yevtushenko V.; Shuba T.; Berezyuk Y.; Odiyanenko S. Короткий огляд (реферат): The relevance of the researched topic lies in the growth of competition between business entities in both domestic and foreign markets. The processes of globalization and integration predetermine the constant search by enterprises for ways to gain competitive advantages in order to increase the loyalty of existing customers and obtain new ones, to seek access to new markets, and ultimately, increase profits. In such circumstances, the study of key success factors becomes an extremely important task for both business representatives and scientists. The purpose of the article is to review existing views on the process of defining and forming key success factors, as well as the issue of separating the essence of the concepts of “key success factors” and “key performance indicators”. To write the article, Ukrainian and foreign scientific publications in the field of marketing, management, international business and entrepreneurship have been analyzed. The article is devoted to the problem of increasing the competitiveness of Ukrainian enterprises through the development of key success factors. The article groups the main approaches to defining the concept of “key success factors”. The author’s interpretation of the concept of “key success factors” has been provided. Characteristics, that competitive advantages have to meet in order to be considered strategic success factors, have been identified. The main areas of key success factors have been formed and considered. It has been concluded that the competitive advantage of any product or service is constantly changing and unique, and therefore requires constant analysis of the market and economic situation, taking into account many factors that affect them. Recommendations have been provided on the effective use of key success factors by management of Ukrainian enterprises in order to increase the enterprise’s financial performance, improve its image, stabilize its economic condition, etc. The article presents scientific and practical significance for business representatives who seek to identify, investigate and improve the key success factors of their own enterprises and gain additional competitive advantages. 2022-01-01T00:00:00Z https://repository.hneu.edu.ua/handle/123456789/33143 Назва: Relating stock market performance to macroeconomic variables in developing economies Автори: Okoyeuzu Chinwe; Kalu Ebere Ume; Onah Emmanuel; Igwe Anthony; Ukpere Wilfred Короткий огляд (реферат): Given the uniqueness of the stock market in Sub-Saharan Africa (SSA) and the fact that empirical conclusions have always been drawn based on more advanced stock markets, it becomes necessary to investigate the nexus between stock market performance and selected macroeconomic variables in SSA countries. With a purpose of unveiling the relationship between stock market performance and selected macroeconomic variables, the uniqueness and relevance of the paper stems from the fact that it looks at developing stock markets in a developing macroeconomic environment, and it covers the period from 1997 to 2018. The Panel-Autoregressive Distributed Lag model supported by a good number of pre- and post-estimation techniques was used as the estimation technique and the datasets which are of secondary nature were drawn from the World Development Indicators. The study’s findings revealed that stock market indicators responded relatively to macroeconomic indicators in the long run and were adjusted to the shocks and dynamics of the changing macroeconomic environment. The findings confirmed that the nexus between broad money supply and the dependent variables for the two models was a mixed one. The findings arising from this study shown by the short run adjustment of stock market performance to changes in macroeconomic variables is important for governments to interpret and make policies on contemporaneous effects and forecast of the dynamism of the stock market and macroeconomic linkage. 2022-01-01T00:00:00Z https://repository.hneu.edu.ua/handle/123456789/33142 Назва: The impact of sensitivity of economic activities on the economic behaviour of enterprise Автори: Rayevnyeva O.; Filip S.; Aksonova I.; Brovko O.; Rui Su Короткий огляд (реферат): At the present stage of development of the world economy which is characterized by a high level of instability and chaotic economic processes, the urgent task of enterprise management is to study their market behavior, taking into account existing and hidden links with internal processes and external influences. Since all types of economic activity react differently to the instability of the external environment, it is important to analyze the operating conditions and performance of enterprises in these types of activities. The purpose of the article is to form general recommendations for the development of strategies and tactics for the behavior of enterprises of various types of economic activity on the market, depending on their sensitivity to the influence of external factors. Scientific research methods used in our work are as follows: comparative and content analysis, graphical, structural-dynamic methods, coefficient and cluster analyses. The article proposes an algorithmic model for the formation of the economic behavior of an enterprise, depending on the level of sensitivity of the type of activity. Trends in the development of types of activities are analyzed and an indicator of the sensitivity of types of economic activity to environmental influences is proposed. Clustering was carried out according to the proposed indicator and 3 clusters were identified according to the level of types of economic activity sensitivity to market fluctuations. The portrait of enterprises was formed depending on their expectations and their comparison with actually achieved indicators. The implementation of the proposed model and the developed recommendations will be of interest to company leaders for the formation of a market behavior strategy. 2022-01-01T00:00:00Z https://repository.hneu.edu.ua/handle/123456789/33141 Назва: Framing as a tool of influencer marketing in the management of marketing communications and brand representation Автори: Oklander M.; Chaikovska M.; Shkeda O. Короткий огляд (реферат): Topicality of the selected issue is due to the change in the orientation of brand communications in the information space from rational economic goals and values to behavioral economic ones, as well as the probability of incorrect decoding of the information message by the recipient of the information. The aim was to create a model of representative marketing communications transition from the formation of meanings to the formation of trends by using framing as an impact marketing tool. To accomplish the tasks set, the work uses the selection of general scientific and special methods and techniques of scientific research, such as the method of semantic, morphological, comparative and critical analysis, the ontology construction method, system-structural and functional approaches, simulation modeling, etc. The brand phenomenon is considered from the point of view of social constructivism, as a result of which seven principles of brand existence in the concept of communications with society have been identified. Two types of frameworks, which are used when building a narrative in the context of representative brand actions, have been substantiated theoretically. The methodology for using these frameworks is considered from the position of marketing, logical, communicative and social metrics included extensional and intensional equalities, as a result of which a model, that allows determining the transformation of brand communications into meanings or trends and its trendy potential, has been built. The following framing tools have been analyzed and adapted for marketing purposes: Overton Window, Hallin’s Spheres, Opinion Corridor, Spiral of Silence, Echo Chamber and Epistemic Bubble. Reframing is considered from the point of view of culture, namely the processes of inculturation. The difference of approaches has been revealed and a model of the transition of using framing tools from constructing meanings to constructing trends has been built. This model allows to minimize the problem of incorrect decoding of information during representative and communicative actions of the brand. 2022-01-01T00:00:00Z