Effective Strategic Management Research Articles

ALGORITHMS FOR BUILDING SYSTEMS FOR NEUTRALIZATION OF THREATS AND RISK MANAGEMENT OF SOCIO-ECONOMIC DEVELOPMENT (ON THE EXAMPLE OF CHINA, JAPAN, AND SINGAPORE)

The experience of APEC countries in neutralizing and managing socio-economic development risks as a factor for ensuring economic security is described in this article. The conclusions about the effectiveness of applying this experience in the Russian economic environment are made. The authors consider the indices of еhe Ul Safety Index. On the example of China, Japan, and Singapore, a comparative analysis is conducted and the main components of the implementation of effective strategic management in the field of evaluation of risks and threats to socio-economic development (planning of individual objects, strategic planning of branch and regional development, and state programming) are systematized.

Industrial Attachment and Employability: Perspectives of Graphic Design Students and Industrial Supervisors

To provide students with career focused tertiary education that enhances employability for middle-level supervisory and managerial positions in business and industry in Ghana, the Polytechnic Act 2007, Act 754, was enacted. This Act makes it mandatory for all students to undertake Industrial Attachment. The focus of Industrial Attachment is to help enhance graduate employability through the acquisition of employable skills and knowledge, to assist students to build or improve their personal skills to increase their chances of obtaining secured jobs in their respective fields of study and to be able to contribute meaningfully to economic growth and national development (Walker II, 2011; Nunfam et al 2015). Although Graphic Design students spend six months (on different vacation periods) out of the total three years on the HND Programme on Industrial Attachment, yet most of them find it difficult to obtain jobs relating to their area of specialities, while some of those employed in the Graphic Design industry also lack the needed industrial skills to enable them to perform effectively (Nunfam et al 2015). The aim of this paper was to explore and describe the extent to which Graphic Design students of the Takoradi Technical University are equipped with industrial experience and practical skills through Industrial Attachment to enhance employability. Mixed research strategy (Qualitative and Quantitative) was employed. A case study research design was used, and research instruments employed to obtain data were survey questionnaire and interview for the collection of qualitative and quantitative data to answer the research question: What are the perceptions of students and industrial supervisors on the impact of Industrial Attachment on employability? Purposive sampling technique was used to select a sample of 217 respondents, made up of 209 level 300 students and 8 industrial supervisors.Qualitative data was analysed through thematic analysis and quantitative data was also analysed with SPSS statistics software. Students have good understanding of theoretical knowledge. However, due to ineffective collaboration between Takoradi Technical University and the various industries, and the lack of effective strategic management of the Industrial Attachment programme, some students have limited practical skills. Collaboration between Takoradi Technical University and industries is critical for the development of employability skills. For Graphic Design students to benefit from the Industrial Attachment programme, all stakeholders of Takoradi Technical University need to put in the technical expertise, resources, infrastructure, incentives and motivations to foster a seamless partnership between the University and the industries. Also, the current inadequate Industrial Attachment programme requires a critical evaluation through effective strategic management. Keywords: Technical University Education, Industrial attachment, Graphic Design, Employability skills. DOI: 10.7176/JEP/11-18-10 Publication date: June 30th 2020

The Culture–Strategy–Execution Trio: A How-To Guide

Engages in introducing an integrated framework on the “how-to” part of effective strategic management, focusing on the key aspects of successful strategic implementation. Highlighting culture as an important element of strategic thinking, the author emphasizes the key to global business success lies in three interconnected aspects: better understanding and adapting to the local culture; a focused strategy; and persistency in implementation. The article argues that companies must deeply understand and nurture not only their own internal corporate culture, but also the various cultural contexts in which they operate. The article examines the meaning and importance of culture at multiple levels, starting from the perspective of individual leaders and moving all the way through national cultures. Through practical real-world examples, the article also discusses how companies can build and implement an internal culture and cultural outlook that will lead to sustained strength and success.

Strategic efficiency of the regional agro-industrial complex capacity management

Subject. This article discusses the issues of food supply, limiting factors of production and changes in the external environment, and improving the effectiveness of management. Objectives. The article aims to define the strategic and tactical goals of the development of agro-industrial structures in the light of their macro- and micro-environment, as well as develop tools to increase the level of use of the agricultural industry capacity. Methods. For the study, we used the normative and holistic approaches, ex post evaluation, functional, structural, correlation, regression, and dynamic analyses, observation, classification, and grouping, sampling, and comparison. Results. The article identifies the main problems of the regional agro-industrial complex of Uzbekistan and proposes a set of measures and recommendations to improve the potential of the agro-industrial complex and the effectiveness of strategic management. Conclusions. The article concludes that internal documents (guidelines) on the diagnosis of strategic efficiency should be developed and approved at the ministerial level. Agricultural production processes need to be monitored.

The Effectiveness of Strategic Management of Banking: Statistical Assessment

The analysis in focused on the factors and tendencies at the bank services market, determining the importance and necessity of investigating the issues related with performance enhancement of commercial banks. It reveals that an underlying condition for building a well-established and effective domestic bank system is orientation on satisfying the needs of the real economy and the population in bank products and services of high quality. A study of issues related with practical implementation of the mechanism for performance enhancement of commercial banks in Ukraine becomes necessary in view of the integration of the Ukrainian financial system in the global community in the conditions of the saturated market of financial services, the increasing level of consumer demands and requirements to bank products, the strengthening competition in the bank sector, and the coming of big Western banks with high standards of services to the domestic market. All the factors with impact on the commercial bank performance should be taken into account in elaborating tools, processes and actions embedded in the mechanism for performance enhancement of banking. The main phases of strategic management are highlighted. A comparative analysis of the main strategies of the commercial banks operating on the financial market of Ukraine is made. The dynamics of indicators measuring the structure of the banks’ resource base is analyzed. The phases of strategic management of the commercial bank operation and ways of improving the performance enhancement mechanism based on client orientation are discussed. The core tendencies and dynamics of interest rates on loans are analyzed. It is emphasized that the domestic bank market is characterized by low quality and concentration of assets. The inevitable process of market consolidation will widen the opportunities for larger market agents, on the one hand, and increase the competition, on the other hand, which will have favorable effects for quality parameters of the bank system as a whole.
 Results of the analysis of the current performance of the bank sector in Ukraine enabled the author to highlight main tendencies with impact on the commercial bank performance. The financial results of the bank’s operation and its capabilities to increase investment in the domestic economy and widen the range of services to clients are largely conditional on ways, terms and costs of raised funds, and on the size of bank’s own assets and the structure of bank’s resources.

Control and Accounts Body as a Strategic Partner of the Regional Authorities for Territorial Development

By means of analyzing open data of the Ministry of Economic Development of the Russian Federation the authors analyze challenges in strategic planning in Russia, which include the lack of paper unification, divergence of attitudes of various departments and low efficiency of Russian records management. The authors conclude that efforts are being made at the federal level to develop the sphere of strategic planning. The article presents information on “Digital strategic planning” project which is aimed at the formation of an intelligent system of support for management decisions. Despite the seriousness and importance of the work planned by the Ministry of Economic Development of the Russian Federation, the efforts should be made to implement the papers on strategic planning in order to ensure effective strategic management. The article proves the need for the consistent, sustainable and successful implementation of strategic documents by the corresponding local authorities, taking into account the prospects of their potential on the basis of the risk factor analysis, including the results of the activities of control and accounts bodies. The authors propose a model of strategic partnership of these bodies based on a common interest, where actions of one participant determine the reaction and present an incentive for other participants. The article substantiates the necessity for the implementation of new roles by modern bodies of financial control: an advisor and a strategic partner. The article suggests their relationship with the functions and types of activities. The paper presents the areas of strategic partnership in the framework of territory development in a comprehensive manner based on the activities of Volgograd Control and Accounts Chamber and municipal authorities.

Formation of the bank's intellectual capital management mechanism

The article is devoted to the disclosure of the essence of the concept of "intellectual capital", as well as the study of the structural components of the Bank's intellectual capital. The chosen topic is urgent and relevant to the realities of banking business, which is explained by the need for qualitative changes in the direction of ensuring the sustainable development of modern credit institutions. The purpose of the paper is to systematize the research of various scientists regarding the interpretation of the scientific category "intellectual capital", improve its structuring and develop a mechanism for managing it in modern economic realities. The article offers a General scheme of the Bank's intellectual capital management mechanism, provides elements of its strategic management system, and develops recommendations to Bank management on effective strategic management of a certain strategic banking component. It is also noted that in modern banking accounting of our country there are certain shortcomings in the reflection of intellectual capital in the reporting, which significantly complicates the process of monitoring it. To some extent, this is due to the imperfection of determining the value of intangible assets. This approach to managing the intellectual capital of a banking institution will help to identify and solve many internal problems of credit institutions, and its use along with other assets will allow banking organizations to obtain real competitive advantages and ensure a dominant position in the market.

Psychological aspects of effective strategic partnership management

Strategic partnerships that were formed since the end of the last century, as effective business elements of integration of the economic world, are now the most promising form of business development. They allow us to overcome the negative aspects of forced growth and consolidation, leave partners room to choose the best solutions, focus on the future, and increase the stability of partner companies in providing resources and distributing products and services. Today, such partnerships have become an important tool of competition, opening up opportunities to enter new markets. According to the structure, a strategic partnership can combine numerous organizational forms, including joint ventures, license agreements, long-term contracts for the supply and purchase of products, j oint research and development programs, and mutual provision of implementation networks. Strategic partnership management is a very complex, specific activity and area of corporate management in which it is extremely important to maintain a balance between the interests of the alliance as a whole, the interests of the company and the interests of the partner company, taking into account the interests of shareholders, strategic investors and other interested parties. Specific examples of strategic alliances, the dynamics of their development, and the reasons for their success or failure have been considered in the article. It has been demonstrated that a serious obstacle to effective corporate cooperation has mainly psychological than economic reasons. The concept of the psychological syndrome of strategic partnership has been proposed, its content and structure, including individual, organizational and cultural components, have been revealed. The ways to overcome this syndrome, including the creation and training of a strategic partnership team, have been briefly outlined. For a detailed description and evaluation of the effectiveness of the proposed psychotechnology of organizational development, a separate article will be required, which we plan to present in one of the next issues.

FACTORS ENSURING ENTERPRISE FINANCIAL STABILITY IN TIMES OF CRISIS

The insufficiency or lack of available diagnostic instruments to predict the probability of a company bankruptcy is associated with the absence of practices to capture downturn trends in financial and business performances which translates into a dangerous process of latent transition from the company temporary local inability into the total failure to meet its obligations, that is, to a loss of financial stability. The fundamental premises of this study is to identify the factors that ensure financial stability of an enterprise. To attain the research objectives, the method of statistical analysis and logical generalization has been employed to consider a pull of enterprises that are losing their solvency and are on the verge of bankruptcy; a substrate approach was implemented to justify and group a range of internal and external factors affecting the enterprise financial stability. This article argues that a critical indicator in evaluation of a company performance is assessing its financial position which affects its competitiveness, and guarantees to all parties and business participants (both the enterprise and partners) that the realization of common economic interests will be effective. The company financial and economic position when its solvency remains constant over time together with an optimal ratio of equity to debt capital is a certain indicator of a company financial stability. Most analytical studies on enterprise financial stability view the amount, allocation and use of working capital as the most significant indicators, their accounting provides further opportunities to evaluate financial stability and financial position of an enterprise, as well as to identify potential problems and concerns that will lay the basis for choosing a relevant crisis management strategy aimed at designing and implementing effective pathways to respond to crisis. Undoubtedly, it is advisable to obtain an aggregated index that takes into account all the enterprise activities. Such index should include the following indicators: working capital availability; return on capital; independence on external financing. Thus, the essential factors in enhancing the enterprise financial management in a market environment are continuous planned analysis and timely diagnosis of changes and trends in the enterprise external and internal environment, as well as timely and maximum effective response to such changes to ensure financial stability and solvency of the enterprise. In the current business realia, characterized by a high level of economic uncertainty, achieving strategic financial goals and ensuring long-term financial stability of an enterprise is impossible without building an effective strategic financial management framework, the integral elements of which are the mechanisms and systems of risk management to prevent a drop in financial stability and mitigate shocks from external and internal environment negative effects on enterprise activity, as well as creating favourable environment for efficient decision making and planned actions to promote enterprise development.

Framework for Exploring Fit and Flexibility in Strategic Human Resource Management in Jordanian Telecommunication Companies

The Fit and flexibility is now very imperative for an effective strategic human resource management. Theoretical and empirical studies however could not agree on a single framework to accommodate both of its concepts (orthogonal and complimentary) to solve human resource management issues globally. The lack of a framework is a concern because there are still pertinent issues relating to human resource management specifically in Jordan. The purpose of this study was to carry out a conceptual framework to explore the fit and flexibility concept in strategic human resource management in Jordanian Telecommunication companies. This study suggests that emphasis should be placed on strategic flexibility in a dynamic sector like the Jordanian telecommunication sector to improve their productivity, performance and achieve a competitive advantage. Also, Jordanian Telecommunications companies' strategic flexibility will be achieved only if they rely on developing innovative and sustainable HR practices to stay competitive in their rapidly changing and dynamic business environment.

Strategic Planning and Management Model for the Regeneration of Historic Urban Landscapes: The Case of Historic Center of Novi Pazar in Serbia

The purpose of this paper is to identify the role of strategic planning as a sustainable tool for regulating both the protection and development of historic urban landscapes, as well as developing an adequate and effective strategic model and management instruments for implementation. The role and importance of strategic planning are examined in the context of global transformative actions in the urban governance of community and private sector engagement and sustainable development on the local level. We argue that a specific—tailor-made—integrated strategic urban planning approach could be a useful model, both for development and urban regeneration and for the preservation of protected valuable historic urban landscapes, thus contributing to a sustainable urban revival of wider surrounding territories including cultural, social and economic development. We stand on the position that the sustainable approach to the protection and revitalization of the historic urban landscapes has to be in line with the acknowledgment of specific local community values, contemporary needs, their involvement, and, eventually, their satisfaction. The case study method was based on the example of a protected historic center of Novi Pazar in Serbia to test the possibilities of applying strategic planning model and management for the implementation tailored to the local context. Eventually, the scenario method was applied to test the possibilities of a simulation of the strategic planning model and management instruments for a protected historic center. We found that the appropriate combination and utilization of regulatory, economic and informational management instruments have to be in place in the specific context. We conclude and draw out theoretical and practical remarks from our research that integrated strategic urban planning model should consider the logic and the functioning of the competitive real estate markets, and the sustainable environmental, economic and social effects, potentials and benefits for the locality where they originate, in order to be utilized as the new generative value both for the protection and for the revival of historic city centers. The paper develops a conceptual strategic planning and management model for the regeneration of historic urban landscapes that capture the physical, environmental, economic, and social effects and indicators of a given space. Based on this input, an adequate initial stage of the conceptual strategy by the authors of the paper was developed for the regeneration of the historic urban city center.

Effect of Strategic Management on the Development of Entrepreneurial Competence in Nigeria: A Perspective from Selected Small and Medium Enterprises (SMEs)

Effect of Strategic Management on the Development of Entrepreneurial Competence in Nigeria: A Perspective from Selected Small and Medium Enterprises (SMEs)

Аналітичне підґрунтя оцінки інноваційної рефлексії машинобудівних підприємств

The article determines that in new economic conditions, in connection with the growth of innovativeness in management positions, the need for philosophical understanding of their foundations takes on a characteristic role, especially in strategic periods. It is established that in new turbulent economic conditions for the efficient operation of engineering enterprises and access to foreign markets, it is necessary to be actively engaged in innovative activities, which will increase their level in domestic and foreign markets. The author substantiates that the parameter that evaluates the potential capabilities for a machine-building enterprise, as well as determines the direction of innovation management on a strategic scale, is to assess the degree of innovation reflection, that is, to determine the level of readiness of the enterprise's line activity in the innovation process and on what scale. The article presents the innovative reflection as a multi-structural state determining the level of perception of the innovation process. It is determined that the resource component of innovative reflection is the basis for determining the degree of readiness of a machine-building enterprise for the implementation innovativeness and the formation managerial decisions, it includes the main components that have different functional significance. The author has formed the system of components for evaluating the innovative reflection of machine-building enterprises and their essence. It is determined that due to the spatial-dynamic assessment of the activity of machine-building enterprises in the areas (activity, adaptability, flexibility), in their components (investment, management, research, production, personnel, information, organizational, economic, financial), and according to their indications, it is possible to clearly determine the degree of innovative reflection engineering enterprises, and on their basis to form effective strategic management decisions as for the introduction of innovation to improve their competitiveness and expand into new markets. The evaluation of innovative reflection should be based on the analysis of internal environment of a machine-building enterprise, which allows one to assess the possibility and readiness of the enterprise to be innovative, analyze the trends in innovative development of the enterprise, to identify strengths and weaknesses, and formulate recommendations on the formation and implementation of strategic management of innovativeness for the machine-building enterprise.

Effect of Strategic Management on the Development of Entrepreneurial Competency in Nigeria

This article determined the effect that strategic management has on the development of entrepreneurial competence in Nigeria. It also examined the influence of strategic management on competitive advantage, development and advancement of entrepreneurial competencies in Organizations. This study made use of survey research design. The population consists of forty (40) managers of small and medium sized enterprises operating in Abuja Nigeria. Simple random sampling techniques was employed. The study made use of primary source of data through distribution of questionnaire, using a five-point likert scale. Pearson Product Moment Correlation was used to test hypotheses, with the help of Statistical Package for Social Sciences (SPSS 20.1). In conclusion, the strategic management of an organization therefore can result in the positive advancement of entrepreneurial competencies if is appropriately implemented. Organizations that witnessed a positive implication of strategic management on the development and advancement of entrepreneurial competence are those who offered training centered on the acquisition of entrepreneurial competencies. The results showed that strategic management significantly enhance competitive advantage, there is significant relationship between strategic management and development of entrepreneurial competencies in Nigeria and strategic management significantly enhance advancement of entrepreneurial competencies in Organizations. The study therefore recommended amongst others that organizations should invest in training of their employees, as the human resource is an important internal strength of every organization and are therefore a source of competitive advantage for the firm and organizations should involve professional in their strategic management processes to increase the level of development and advancement of entrepreneurial competencies in Organizations. Keywords: Strategic Management, Entrepreneurial Competence, Entrepreneurship. DOI : 10.7176/EJBM/12-3-21 Publication date: January 31 st 2020

Interrogating Effectiveness of Strategic Management in Selected Public Sector Organisations in Anambra State Nigeria

Interrogating Effectiveness of Strategic Management in Selected Public Sector Organisations in Anambra State Nigeria

The organizational legitimacy of Russian firms: Contextual specificity and legitimization strategies

Russian firms suffer from the negative country of origin effect and legitimacy shortage. This paper has the aim to reveal factors for Russian firms to focus on while build legitimacy both at home and abroad. To identify the existing research directions, the 48 articles applying legitimacy and Russian focus from journals in management and business for all years were analyzed, using both the bibliometric analysis and manual in-depth study of papers. Based on the specificity of the Russian context and literature analysis about the factors of the legitimacy concept, we develop a theoretical framework that is supported by a set of propositions about possible legitimization strategies of Russian firms. Three main pillars of the organizational legitimacy construct such as moral, pragmatic and cognitive, which are accepted as the most influential ones, were introduced and proposed for Russian firms how to gain them at home and abroad. This paper has the value for both theory and practice. It contributes to the legitimacy literature, responding to many calls to study the microfoundations of the organizational legitimacy and developing the holistic theoretical framework within the Russian context. The findings also are of practical importance for managers and entrepreneurs whose attention is paid to the effective strategic management and legitimacy building both at home and abroad.

KEY ASPECTS OF IMPROVEMENT OF METHODOLOGICAL APPROACHES TO FUNCTIONING OF THE MECHANISM OF INNOVATIVE-INVESTMENT DEVELOPMENT OF ENTERPRISES

The study shows the importance of innovation and investment in economics, management and business. Some key theoretical aspects of the essence of the methodology of formation of the mechanism of innovation and investment activity and development of iron ore enterprises in modern economic conditions are determined. It is established that the lack of funding for iron ore enterprises requires effective management and rational organization of both individual stages of capital investment in their innovation activities and the investment process as a whole. At the same time, the most significant and important for the organization of investment in innovative business processes of iron ore enterprises is the application of a systematic approach. In the context of improving the mechanism of innovation and investment development of the iron ore enterprise, it is proposed to carry out a multi-criteria assessment of the level of stability of sustainable innovation and investment development, taking into account the risk. The implementation of the proposed recommendations for improving the management mechanisms of innovation and investment development of mining and processing enterprises based on the theory of potential and a systematic approach to the organization of investment in innovation processes in periods characterized by the most characteristic states of the economic environment in terms of market transformations. «Stagnation» and «recession», where weight point estimates that reflect higher priority for retrospective periods, for which less contributions were made to the total value of the evaluation function of innovation and investment development are calculated on the basis of quantitative estimates of the risk matrix. Summarizing the research of theoretical and methodological aspects of assessing the level of stability of sustainable innovation and investment development of the iron ore enterprise, a system of conditions for controlling the level of stability of sustainable innovation and investment development (RZSSIIR) has been formed. The formed system of conditions of control of RZSSIIR of the iron ore enterprise is directed on maintenance of effective strategic management at the expense of strengthening of a role of investments in innovation management for realization of process of acceptance of long-term decisions.

CONCEPTUAL FACTORS OF CONTROL IN THE SYSTEM OF STRATEGIC MANAGEMENT OF THE EDUCATION INDUSTRY

The article considered the conceptual factors of controlling in the educational management system. The concept of "Strategic management in the field of education" was defined. One of the ways of effective strategic management in the educational sector was determined. The concept of "Controlling" was defined. The factors on which controlling should be formed were listed. Such factors are diagnostics, analysis, evaluation and control of activities in the intra-industry environment. The importance of using controlling in the educational field was analyzed. Concepts were listed that visualized approaches to the essence of controlling in the educational field. The concept of "System" was defined. The essential features of the controlling system were singled out. The structure of the controlling system in the educational field was illustrated. The goals that the controlling system in the educational field should contribute to were listed. The instrumental provision of controlling in the system of strategic management of the educational sector was illustrated. The tools to be used in strategic planning in the strategic management system were listed. The advantages of SWOT analysis were highlighted. The GAP analysis was analyzed as a strategic tool that explores the gaps between the opportunities and goals of the educational sector. The formula for evaluating the effectiveness of controlling in the educational field was presented. The factors on which the effectiveness of the application of controlling in the system of strategic management of the educational sector depends are singled out. Such a factor is intra-branch management, which is interested in implementing this tool. The competency approach was analyzed as the ability of employees to effectively apply knowledge and skills both in interpersonal relationships and in professional situations. The elements of methodological support of controlling in the system of strategic management of the educational sector were listed. The main needs for the creation and functioning of the controlling system in the educational sector were highlighted. Conclusions were made regarding controlling in the system of strategic management of the educational sector, its importance and role.

Investigating international strategic brand management and export performance outcomes in the B2B context

PurposeDrawing on Resource-based Theory, the purpose of this paper is to empirically examine the effect of International Strategic Brand Management (SBM) on export performance within the Business-to-Business (B2B) context. To be able to purposely assess the relationship, this paper also sets out to discover what antecedent international resources, (financial resources) and international capabilities (market information, branding and marketing planning) contribute to the ability of B2B exporters to effectively manage their brands abroad.Design/methodology/approachA mixed method firm-level approach was employed. First, a qualitative study of 34 in-depth interviews explored the focal inter-relationships and constructs identified within the literature. A survey of 208 successful UK exporters was then conducted and the results were analysed using structured equation modelling.FindingsThe results confirm that certain marketing capabilities (branding and marketing planning) are advantageous antecedents to the employment of effective SBM in foreign markets which, in turn, leads to increased financial and market performance internationally.Practical implicationsThis paper outlines practical brand management considerations managers need to account for to achieve effective exporting. Practitioners are advised to prioritise the development of robust international branding and marketing planning capabilities which can enable them to exploit their limited financial resources for optimal benefits. Furthermore, by developing these capabilities, firms can focus on the essence of their brand and communicate their brand image through the effective strategic management of their brand to business customers, evoking positive brand associations, enhanced perceived brand value and the achievement of increased export performance.Originality/valueThis paper is the first to focus on international SBM as the deterministic factor leading to improved B2B export performance. An innovative framework is offered which positions the pivotal role of International SBM as the central focus. The construct for international branding capabilities is extended specifically for use in the B2B domain.

РЕАЛІЗАЦІЯ СТРАТЕГІЧНИХ КОМУНІКАЦІЙ У ПУБЛІЧНОМУ УПРАВЛІННІ НА ЗАСАДАХ ПРОЕКТНОГО ПІДХОДУ

The article describes peculiarities of the strategic communications implementation into the public system which is based on the project approach, expecially, the management of the portfolio of communication projects. It is determined that strategic communications achieve a change in the perception and behavior of the whole society or a part of it, it is involved the coordinated activities of the public administration in the humanitarian, information and media sphere. The complex is integrated with each other communication activities and actions require special forms of implementation: coordination between themselves and strategic goal; implementation at the national level, for the whole society: coordination at regional and local levels. The necessity of the use of project-based approach in the implementation of communication strategies, which is an effective strategic management technology development and contributes to proactive public administration. It is determined that the most appropriate way to coordinate the overall communication in the implementation of the national development strategy is project portfolio management as an effective management tool to achieve strategic goals. Prioritizing communication projects and their effective implementation will provide a number of advantages: the rational allocation of resources, ensuring that strategic plan projects according to their values and preferences. Technological implementation of portfolio management communication projects at the state level justified by the need to ensure constant and continuous process coordinated communication of public authorities and society at the strategic, operational and tactical levels. Combining individual communication, cultural, educational and scientific projects in the portfolio provides new quality management, to enhance the overall effect of projects and project portfolio themselves are one of the most effective mechanisms of strategic management. The organizational structure that standardizes management processes, facilitates sharing of resources, methodologies, tools and techniques have office management and communications programs and projects whose primary purpose: management implementation support communications projects and direct management of individual projects at the state level. It is proposed to establish an official management of communication projects in Ukraine, which rejected the highest minimum effectiveness in the field of communication strategy and opened the possibility to deny public authority in the strategic communications. The authority of the office is to coordinate communication activities both in the government and with other governments and with the public and foreign nationals (in the public diplomacy).