Marketing Levers Research Articles

Revealing the influence of systemic risks in the development of enterprises on updating their investment position under entropy conditions

This study identifies the impact of systemic risks on the company's strategic development prospects through attracting investments and ensuring their insurance protection. The company's strategic development model predetermines the level of its investment activity at various stages of the life cycle. This is important because there is an urgent need for the Ukrainian economy to attract foreign investment for the post-war reconstruction of the country. But there are objective difficulties associated with the complication of actualizing the investment position of enterprises in the leading sectors of the economy, taking into account the challenges and threats caused by the military aggression of the Russian Federation. Conditions of entropy, which indicate unpredictability and variability in the business environment, expose enterprises to great risks. It was determined that the investment position of the business entity should correlate with the strategic model of its development and represent a balanced mechanism. This has made it possible to reasonably systematize the risk of investment activities and approaches to their management. Statistical analysis became the basis for evaluating the dynamics of direct and capital investments in the leading sectors of the Ukrainian economy. The results gave grounds for asserting a significant deterioration of the investment climate in Ukraine as a result of the war. The level of direct and capital investments is low. We focused attention on the possibility of flexible adjustment of strategic development plans to unforeseen risks. The proposed recommendations, unlike existing ones, consist of a combination of state and market levers to stimulate investments in the economy of Ukraine. Existing military risks restrain the investment activity of stakeholders. Therefore, the conditions for the practical implementation of the mechanism of distribution and reduction of risks are the formation of insurance protection of investments for investors

EDUCATION AS A TOOL FOR STABILISING THE SOCIO-ECONOMIC SITUATION IN UKRAINE: PROBLEMS, PROSPECTS

The impact of education on society and the economy is manifested in the reproduction and improvement of: human resources, social capital, personnel, professional and qualification potential of enterprises; motivations and incentives for human development, economic activities, productive employment; standards, benchmarks, priorities of economic and non-economic activities; creative (knowledge and rent generating) potential of social technological support. The purposes of the article are: to determine the features of effective balanced satisfaction of the educational needs of the population and economy, which results in the resilience, sustainable development of the state and society; to identify the shortcomings of modern management approaches to the processes organisation for meeting educational needs and staffing in Ukraine; to justify relevant guidelines and priorities for the educational system and macroeconomic development. The methods of research include: analysis and generalisation of literary sources on the problems of organisation and prospects of improvement of education, social activities of personnel provision for the Ukrainian economy, reproduction and optimisation of professional, qualification and innovation potential; comparison of regularities and problems of the educational system functioning as a progressive stimulus and component of the Ukrainian economy, which allows to synthesise and systematise the urgent priorities for activation of the potentials of education itself and the workforce in order to provide the state resilience and sustainable development in the complex internal and macro-regional realities of today. The role of education as a social institution, an individual and collective resource that creates an environment and provides opportunities to achieve acceptable competitiveness criteria for a range of subjects at micro-, meso- and macro-competitive levels, is constantly increasing in the globalised world. At the same time, the principles and priorities of the reproduction and use of human resources and the labour force itself, the systemic processes of normalisation and deregulation of various aspects of the functioning of the labour sphere, the formation and implementation of social capital, the coordination of administrative and market levers of relevant practices and measures, the sequence of their guidelines have a powerful impact on: the content of comprehensive and professional education recognised as socially necessary (i.e., provided to the average consumer through services of legally recognised basic quality); the quality of material, technical and personnel support of the education system; directions of its modernisation. Fulfilment of the conditions and measures for ensuring compliance of the systems of education and employment organisation with the dynamic requirements of the scientific and technological progress, implementation of their prognostic functions to meet the prospective needs of the economy in personnel requires the participation of a wide range of public institutions and subjects of legislative regulation, macroeconomic and branch administration, provision of services for education, career guidance, personnel selection, employment, certification, material and technical support of various educational and qualification processes.

Joint dynamic pricing and marketing‐mix strategies for revenue management applications with stochastic demand

AbstractTo attract potential customers and to effectively sell their inventories over time, retailers often invest in different marketing levers and apply dynamic pricing strategies. However, composing a profitable marketing mix in dynamic settings is challenging. The high problem complexity increases further if one seeks to account for stochastic and inventory‐dependent demand, which is essential for various practical applications. In this paper, we examine such stochastic dynamic pricing and marketing models under a finite as well as an infinite time horizon. We assume that marketing dimensions, such as information advertising, design quality, and the like, are substitutes only if they are all positive; otherwise, the demand vanishes. For a reasonably general demand formulation with asymmetric multidimensions marketing, we show how to transform the multidimensional optimal control problem into a two‐dimensional one, simplifying the analytical complexity. Further, for well‐established cases with isoelastic and exponential demand, we present optimal closed‐form solutions allowing detailed sensitivity analyses. Using numerical examples, we illustrate and analyze how optimally controlled sales processes are influenced by different model parameters and infer managerial insights. Our results provide general qualitative and quantitative insights into the complex interplay of marketing‐mix controls over time.

Microbial Syntrophy

While the gift economy is often considered a mechanism to strengthen social ties, the grift economy is often considered detrimental. However both systems rely on reciprocal play adding complexity to and questioning the ‘valuation’ mythology in contemporary free market logic. While traditional markets rely on so-called mutually agreed upon standards or market levers (value of currency, democratically decided upon regulations, legal precedents for civil behavior, global agreements for free exchange, supply-demand curves driving price), it is clear that this system has many games, loopholes, subsidies, institutional baggage, infrastructural lineages, national perversions, and theoretical distortions that make this free market, not actually free to correct its perversions on contemporary ‘value’ or inherited wealth inequity based on historic values. Gifters and grifters both contest value and do so by engaging existing social systems in unconventional ways. They work together, differently. In this presentation, I will playfully explore various theories about microbial economies that share gift/grift-like economies that support diverse bodies of life within a finite ecosystem of natural resources. For example, imagine a humanly visible maize root compared to an invisible microorganism; the single-celled bacteria cannot simply chew up the root that is orders of magnitude larger than itself (most microbes have a diameter between 0.5-10 microns, roughly the same range in size of ground corn starch). The scale of the opportunity for a microbe to eat a complex foodstuff like maize is Herculean! One form of microbial collaboration is called syntrophy. In this example, microbes living in environments without oxygen participate in an enzymatic potlatch. Different species contribute different enzymes to the extracellular matrix (outside the microbe body where the large molecule resides). Collectively these different donated enzymes with different capacities incrementally breakdown the complex substrate (the food). When the food is broken down into small enough metabolites, these basic building blocks of life in the extracellular matrix are now small enough to be absorbed by the small microbes (not unlike what happens in our stomachs) for maintenance, growth, or reproduction. Microbes share their genetic resources (in the form of donated enzymes) to then be able to collectively harvest the resulting metabolites in the commons of their extracellular space. In this case, it literally takes a village to make the village; losing certain species (and associated enzymes in the shared metabolic supply chain), breaks the collective system of metabolism to access the building blocks of the maize root. Just as in gift, grift, and current capitalist markets, the microbes deploy different agents to play different roles to access and distribute resources necessary for life. What is missing from this microbial system (in my anthropocentric read) is a perverse consent to value oneself and others’ worth, independent of the material needs of all. This talk will share observations from my art practice of transforming microbial ecosystems, present synopses of various theories on microbial ‘economies’, and then reflect back on two fringe human economies (gift/grift) to re-consider how we might build equitable and just collaborations to live sustainably within our own finite world.

Impact of mandatory CSR spending on strategic brand‐building levers: Evidence from a quasi‐natural experiment in India

The study aims to examine the impact of Section 135 of the Indian Companies Act, 2013 (firms of certain size and profitability are mandated to spend at least 2% of their profits on corporate social responsibility activities), on two strategic marketing levers, namely, intangible intensity, and advertising intensity. Recent studies document that mandatory corporate social responsibility (CSR) reduces the firm's intrinsic motivation to spent on CSR because it negatively affects their financial and market performance. Firms are no more viewing CSR as a brand‐building tool and hence reluctant to spend on CSR. Accordingly, firms are likely to look for alternative ways of brand building, where they can channel their saved CSR funds. The author posits that Section 135 impacts the marketing levers. Based on the triple interaction framework, empirical results exhibit that firms anchor around the 2% CSR spends mandate and channelize their saved CSR funds to intangible assets rather than spending on advertising during the post‐legislation period. It shows the unintended consequences of Section 135.

Economic and Legal Mechanisms of Interstate Support for Agricultural Producers

The transitional stage in the agrarian economy requires an optimal combination of state protection and market levers. At present, the state regulatory influence on the development of agriculture remains, on the one hand, quite significant, and on the other, insufficiently effective. There is no systemic integrity in the practice of state regulation of the agricultural sector. The relevance of the study is that in transition economies, agrarian protectionism was initially caused by somewhat different circumstances, and the protectionist policy was formed in fundamentally different conditions. The authors demonstrate that protectionism in industrial-type transition economies inherited a huge mechanism of state support for the agro-industrial complex in the depths of a centrally planned economy. Everywhere this support constituted a heavy burden of national finances, and one of the primary tasks of reforms in transition economies, including agrarian reforms, was precisely the release from this burden. It causes sharp liberalization of agrarian policy in almost all countries. The method of analysis was used to investigate the main directions, methods, and mechanisms of state regulation of the economy in different countries; the priority areas of state regulation of prices in the agro-industrial complex industry were highlighted. The practical significance of the study is that macroeconomic reforms in countries with an industrial type of development led to a rapid deterioration in the financial situation of the agricultural sector.

THREATS TO ENERGY SECURITY OF UKRAINE: IDENTIFICATION OF MEASUREMENT AND DIRECTIONS OF ELIMINATION

The article considers the reasons for the origin of threats and risks to the country's energy security system. Existing and potential threats at the macroeconomic, microeconomic, and mesoeconomics levels are systematized. The main negative trends that threaten the electricity industry, gas transportation, and gas distribution activities, coal and oil industries are traced. The essential understanding of threats as categories is argued based on the existing interpretations of scientists. The proposed definition of “energy security threat” is based on a rethinking of government and market levers to meet Goal 7 of the 2030 Agenda for Sustainable Development, which requires access to low-cost, reliable, sustainable, and modern energy sources for all actors’ management. The conditional distribution of threats has been made, as different research methods are used to the set goal, and there are subjective assessments of the analysis of phenomena and processes. Based on the various features of the actual content of threats, it is proposed to classify them according to the following features: causes (objective, manufactured origin, which is a consequence of human life); localization of education (direct, indirect); security segments (state, energy, international, food, information, social, etc.); consequential manifestations; duration of the course; areas of distribution; areas of damage (structural elements, technological facilities, infrastructure, stages of production, consumption, transportation; species and methods of occurrence (spontaneous and predictable, chronic or accidental, objective or subjective). Threats as a socio-economic phenomenon are considered in the growing hierarchy: macroeconomic threats, mesoeconomics threats, microeconomic threats, which in turn allowed to classify threats by remoteness and indicators of impact. Keywords: microeconomics, macroeconomics, mesoeconomics, energy-saving technologies, energy strategy, energy risks, generating capacities, gas distribution enterprises, gas transmission system, geological exploration works, production, transportation of energy resources.

EU REGIONAL POLICY: POSSIBILITIES OF IMPLEMENTATION IN UKRAINE

The question of the possibilities of implementation of the toolkit of EU regional policy in the national economy has been studied. It is substantiated that at the current stage, the question of the possibility of implementing EU regional policy instruments is being updated, which is connected with military actions and the need to restore the infrastructure of the regions, which requires the accumulation of resources and a balanced management policy. It has been proven that in modern conditions, regional policy becomes a powerful tool for spatial regulation of socio-economic development, especially in those areas in which the effect of market levers is limited (social, environmental, scientific and technical). Attention is focused on the fact that the gradual increase in the budget allocated by the EU for regional policy indicates the importance and priority of the implementation of regional policy measures. It was determined that the concept of regional policy is based on strengthening the role of territories in managing the socio-economic and innovative development of EU member states, which involves the support of individual projects that contribute to regional development, cohesion and deepening of European integration, as well as the achievement of strategic priorities. At the same time, each member state implements its own regional development policy on its territory and provides local self-government bodies with opportunities for development. It is substantiated that the primary task for Ukraine is to improve the principles of building regional policy, taking into account the impact of global challenges, realistically assessing the possibilities of implementing positive international practices and standards that will reduce the level of economic imbalance and disproportionality. The experience of the EU countries proves that the use of effective forms of cooperation, i.e. the compatibility function of regions, is important in reducing the disproportionality of regional development.

It pays to pay attention: How firm's and competitor's marketing levers affect investor attention and firm value

Investors' attention to a firm's stock has been demonstrated to influence stock returns (Da et al., 2011). But does a firm's marketing information draw attention to a firm's stock? Research in finance, accounting, and marketing has investigated advertising as one potential driver of investors' attention to a firm's stock. How about other potential marketing drivers? The authors develop hypotheses related to the impact of the changes in four marketing levers: advertising, product development announcements, WOM, and customer satisfaction on the change in investor attention to a firm's stock. Furthermore, they investigate the moderating role of competitors' marketing levers in these relationships.To test the hypotheses, they compile a panel dataset with 349 firms covering the 2007–2017 period. The results suggest that the changes in the focal firm's advertising and WOM have a positive and significant impact on the changes in investor attention to the focal firm’s stock. Furthermore, these effects are amplified when there is an increase in competitors' advertising spending and WOM, respectively. For the customer satisfaction lever, the results suggest that the change in competitors' customer satisfaction enhances the impact of the change in focal firm's customer satisfaction on investor attention. Collectively, the results suggest that investors attend to the firm's and its competitors' marketing information in a much more nuanced manner than previously thought.

ДЕРЖАВНЕ РЕГУЛЮВАННЯ СІЛЬСЬКОГО ГОСПОДАРСТВА УКРАЇНИ

Problems of state regulation of agriculture in Ukraine are analyzed. It is shown that all problems will be solved automatically in the initial stages of agricultural reform on a market basis. It was believed that market levers operate automatically. Without the established agricultural market and its infrastructure, the liberalization of economic activity has only exacerbated the problems. In the following periods, regulatory acts were aimed at solving certain problems without defining strategic goals for agricultural development. The efforts of state agricultural management bodies are aimed at bringing regulatory policy closer to the model used in the European Union. Similar approaches are often copied without regard for the state of agriculture in Ukraine and the level of market relations. A feature of agriculture in Ukraine is the inadequate level of infrastructure of the agricultural market. Because of this, prices for agricultural products are not generated by the market, but they are formed under the monopoly influence of certain structures. Prices are very variable. It is very difficult for manufacturers to adapt to such prices. In such conditions, especially large business entities are developing rapidly. Their activities are aimed at bringing products to foreign markets where prices are more stable. State farm support programs do not provide the necessary results. There are not natural processes of transformation personal farms into commodity farms. It is proposed that the state regulatory policy can be aimed at creating self-regulatory economic systems in which prices would be formed to all participants in market relations without direct state influence. It is acceptable to organize product processing and branded trade in sales cooperatives. The need to expand the functions of wholesale markets for agricultural products is substantiated. It is expedient to direct the funds of state support for wholesale markets for agricultural products to establish branches of these markets. They would provide transport services to small producers, store products, at the direction of the owners, organize auctions. This will ensure the overcoming of isolation from market relations of small businesses, their production of competitive products.

THEORETICAL ASPECT OF STRUCTURIZATION OF NATIONAL ECONOMY IN TRANSFORMATION CONDITIONS

The article investigates the theoretical aspects of structuring the national economy in transformational conditions. It is substantiated that the process of transformation is a continuous qualitative expansion of the boundaries of changes in the system of development of the national economy. It is proved that the indicator of adaptability of state regulation of the national economy reflects the scale of adaptation, as well as the mechanism itself, which adjusts to changing segments of the economy at the macro and meso levels. This indicator reveals the possibility of the process of large-scale regulation of the national environment model to get used to the new conditions. It was found that economic adaptation is the adaptation of the mechanism of regulation of the components of the national economy to the dynamic conditions of the external environment. Segmentation of structural changes provides an opportunity to conclude that as a result of adaptation the mechanism of regulation of the macro-level structure forms a qualitatively new system that meets modern requirements and trends of globalization. It is proved that the mechanism of state influence by means of methods of transformation and adaptation of market levers provides long-term and stable development of the national macroeconomic environment. The formation of a balanced system of state regulation is based on solving tasks aimed at achieving strategic goals of sustainable socio-economic development and improving the welfare of the population, taking into account globalization trends.The methodological basis of the article is a set of methods, including methods of scientific cognition, analysis and synthesis, systematization and scientific abstraction. The scientific basis of the conducted researches is the scientific work of domestic and foreign scientists in the field of state institutional regulation of open economy in modern transformational conditions.The processes of structuring the national economy in transformational conditions take place in a permanent turbulent environment, which requires a comprehensive study of complex, multilateral and multilevel interdependencies of structural segments of the system of state regulation. It should be noted that a number of important reforms have been carried out recently and a significant number of necessary measures have been implemented, which reflects the adaptive and stabilizing state of the macroeconomic environment. Under such transformational conditions, the potential of the investment climate can increase. In addition, the solution of certain issues of budget, tax and customs regulations allows for a steady increase in the level of economic security of the state, which in turn has a significant impact on the state of the national economy in the context of globalization.The principles aimed at ensuring effective state regulation of the national economy in the context of globalization are defined.

Improvement of the system of state regulation of cluster functioning in the economy of the regions of Ukraine

The article proposes to consider the functioning of clusters under state regulation as a purposeful and active influence of public authorities on their activities through the use of mainly market levers of economic regulation using a set of specific forms and methods. The main tasks of business entities in the process of cluster operation are substantiated. Systematized measures to improve the system of state regulation of clusters: improvement of the existing regulatory framework for clusters; formation of a favorable institutional environment for the functioning of clusters; creating a competitive environment for clusters; the use of direct and indirect financial methods of regulating the activities of clusters, which will contribute to the formation of a sufficient volume and effective use of their financial capital. It is established that cluster management should be based on the principles of integrity, coherence, planning and efficiency. It is important to apply the principle of systematization in the management process, which allows to determine the structure of the problem, the direction and system of its solutions, the relationship of system components and the order of their improvement. Therefore, it is expedient to appoint a Coordinating Council as a subject of cluster management, which should include managers and representatives of production, research, financial organizations-members of the cluster on equal terms as coordinators of certain areas of development of the integrated association. The Coordinating Council acts as an institution that creates favorable parameters of the factors of the cluster. This is primarily due to the fact that businesses, like market economies, do not have innate immunity to monopolies, inflation and downturns, they can not solve complex regional problems arising from the influence of non-market factors. The object of control in the cluster are the structural subsystems and elements of the cluster, between which there are complex multi-stage relationships. Changing any relationships and interdependencies necessitates a revision of the integrated structure management strategy, but should not affect the end results of the cluster's functioning as a whole.

Development of rural economy: Еuropean priorities for transition economies

The study substantiates the fact that the need to consolidate various approaches to the establishment and development of the rural economy in different countries is increasing, which is explained by the growing degree of transparency of national economies, intensified cooperation between them and the creation of interstate economic entities. In this context, there is a direct correlation between the globalization of the economy and the convergence of rural development policy, which is based on the mechanism of inclusive rural transformation. The purpose of the study is to substantiate the special features of the development of the rural economy as an objective process of market transformation and outline the benefits of the European experience for transition economies. It was substantiated that radical structural and institutional transformations in socioeconomic systems (both sectoral and territorial) were the impetus for the development of the rural economy as a modern phenomenon in the field of scientific knowledge around the world. First of all, this refers to the countries where the agricultural sector predominates in the development of GDP, and there is also a significant share of the rural population in relation to the urban population. It was proved that rural areas require a separate policy and mechanisms to manage their development, develop an appropriate institutional platform for the functioning of the rural economy and rural business, ensure proper living conditions for rural residents, preserve the environment, rural flair as well as cultural and historical heritage. The specific features of inclusive rural transformation in different groups of countries (with transition, agricultural, and urban economies) are highlighted, which reflects the process of increasing rural productivity, expanding employment opportunities, improving access to services and infrastructure, enabling policy influence, etc. It was theoretically proved that the effectiveness of market levers determines intersectoral cooperation and the level of economic development of the country (including the territorial division – urban and rural areas). It was established that the implementation of a successful economic policy on the transition to market principles in some countries, particularly EU member states, and their recognition as leaders of economic growth is accompanied by targeted government support and active innovation-oriented government policy with prudent use of various institutional regulators. The necessity and advantages of using the European experience of rural economy development for the countries with transition economies are proved

Investigating consumer experience in hybrid museums: a netnographic study

Purpose Hybrid structures are emerging in the leisure sector that are neither museums nor amusement parks, but which borrow elements from both. Dedicated to the exploration of a cultural theme (cultural heritage, ecosystems and historic events), they use experiential marketing levers to entertain large publics while at the same time pursuing the cultural integrity of heritage. This study aims to examine how visitors perceive and experience the offer proposed by these hybrid museums and how they manage the dual (cognitive and sensorial) stimulation. The authors then consider the extent to which the experiential levers used to dramatize these venues help to deliver a unique experience. Design/methodology/approach The authors developed a qualitative approach based on a case study methodology. The authors first selected the case studies (the Cité du Vin – a wine museum in Bordeaux, France and the Cité de l’Océan – a museum dedicated to the ocean at Biarritz, France) and analysed them from two angles. The authors began by examining the managerial perspective from secondary data to identify the experiential levers used by providers and the promises made to visitors in terms of experience. The authors then analysed the visitors’ experiences through a netnographic approach. The data were drawn from visitor reviews of their experience as posted on Tripadvisor. Findings The authors show that hybrid museums manage to provide visitors with edutainment value, but the promise made by managers for a memorable experience by way of an immersive journey is not kept. The authors demonstrate that a hybrid museum environment contains certain elements that prevent visitors from enjoying immersion. More specifically, the authors note issues regarding the way the theme is expressed through spectacular buildings, the way visitors are free to choose their visit and the scenarization presented through digital devices. The authors also show that hybrid museums are perceived largely as traditional museums and so are subject to culturally-established preconceptions. Originality/value This contribution concerns a topic that has drawn little attention in the marketing literature, namely, hybrid museums. The authors adopted a qualitative methodology from the perspective of both the provider and the consumer to gain a global understanding of the hybrid museum. The data were analysed using a manual thematic analysis, completed with a QDAS to support the findings.

Understanding Sponsorship: A Consumer-Centric Model of Sponsorship Effects

A crucial component of many marketing programs, sponsorship has not always received the same research attention as other tactical marketing levers. Although research has been conducted to fill that gap in recent years, we lack a comprehensive, rigorous summary of what is known about sponsorship to capture and interpret that learning. Toward that goal, we offer a new definition of sponsorship and describe a three-step consumer-centric model of sponsorship effects. Highlighting a sequence of antecedents, mediators, and consequences for sponsorship, we also detail the prevailing input, output, and process factors identified in past sponsorship research. Finally, based on our analysis, we derive key summary insights and provide a roadmap for future research.

Health and self-control: promoting unconscious healthy food choices inside the store

PurposeThe wide literature about healthy behaviours posits that a high level of self-control is required in order to make healthy choices. This work intends to demonstrate that retailers, through the management of in-store marketing levers, can influence shopping behaviour, no matter which is the individual tendency to engage in cognitive behaviours. For this specific purpose, we have considered participants' “Need for Cognition” as a proxy of self-control.Design/methodology/approachWith reference to a specific category (cookies), we created a new display based on benefits (healthy eating) rather than products' attributes. A pre-test was conducted before the main experiment in order to assess the potential ability of the new nutritional display to help customers selecting healthier products, by testing participants' awareness and comprehension of the stimuli proposed. Then, an online between-subjects experiment was conducted by simulating the shoppers' expedition in the cookies' aisle inside a store with the aim to demonstrate that healthy choices can be also made on impulse.FindingsOur findings showed that when both communication and visual cues are provided, people low in need for cognition (NFC) are more willing to select healthy products from the shelf, compared with people high in NFC.Originality/valueWhile there is a wide literature explaining the mechanisms supporting healthy choices, fewer are the contributions about the role of retailers in promoting healthy eating through in-store marketing levers. More important, there is no contribution about how to promote health among people with low level of self-control.

ЕВОЛЮЦІЯ НАУКОВИХ ПОГЛЯДІВ НА СУТНІСТЬ ПРОЦЕСУ ЗАБЕЗПЕЧЕННЯ ЕКОНОМІЧНОЇ БЕЗПЕКИ

The article considers the evolution of views on the essence of the process of ensuring economic security. Issues of economic security are extremely important today. At the same time, today the political and military components of the status of our state are based on an insufficiently reliable economic basis. That is why Ukraine needs an effective organizational and economic mechanism to ensure economic security at the national and regional levels. The strategy of economic security of the region should include: characterization of external and internal threats to economic security as a set of conditions and factors that create security for the vital economic interests of the individual, enterprise, region; determination of criteria and parameters of the state of the economy that meet the requirements of economic security and ensure the vital economic interests of the region; mechanism for ensuring the economic security of the region, protection of its vital interests through the use of all institutions of state power of legal, economic and administrative measures Potential threats to economic security and sovereignty of Ukraine indicate the need for state intervention, the legitimacy of which is based on three provisions: forms of state regulation is impossible, as ignoring the economic functions of the authorities encounters obstacles associated with ensuring the functioning of the laws of the market; market mechanisms themselves cannot prevent and correct the emergence of economic disparities and economic crisis without appropriate state measures; expanding the arsenal of economic protection enables businesses to conquer new markets, maintain their market shares and protect their scientific, technical and commercial potential. The threat to the economic security of the regions today is posed by recommendations on the inexpediency of state regulation of macroeconomic processes, even with the help of market levers; privatization in the absence of appropriate conditions; unregulated liberalization of foreign economic activity and as a consequence of the penetration of cheap low-quality products and the destruction of national production; shadowing of the economy. More rational and scientifically sound economic regional relative independence will lead to positive changes in the national economy.

Price in the system of market characteristics of fruit and berry products

Kolokolchykova I.V. PRICE IN THE SYSTEM OF MARKET CHARACTERISTICS OF FRUIT AND BERRY PRODUCTS Purpose. The aim of the article is the analysis of the economic category “price” in the system of market characteristics of fruit and berry products in its theoretical and practical aspect. Methodology of research. The method of complex approach is used in the process of research of theoretical aspects of economic category “price”. Using the method of systematic analysis made it possible to identify the main groups of factors that influence the pricing of fruit and berry products. The monographic method has made it possible to detect changes in the price level for the products of the industry over the last 6 years in the context of each month. The method of comparisons is used in the process of analysing the impact of price and shaping factors, assessing the level of influence of constituents on the market products of the industry and finding ways to solve them in an effective way. Findings. It is established that, in theory, the price of production has a close relationship with labour theory and marginal utility theory; in practical terms, this category reflects the market levers of influence both on the market and on business entities. The factors influencing the price of fruit and berry products at micro and macro levels are systematized and grouped into blocks. The cyclicality of changes in the price level for fruits and berries during the year is revealed. The range of problems is outlined and a vector of action is identified with the aim of raising the price level and increasing the efficiency of the horticulture industry as a whole. Originality. The grouping of factors influencing price formation in the system of market characteristics of fruit and berry products is proposed. This approach makes it possible to assess the impact of each factor individually and to calculate the degree of risk in the directions, while at the same time looking for directions to reduce that impact. Practical value. The proposed research findings are useful and have practical value for fruit and berry producers. The ability to analyse the factors influencing the pricing and their expert evaluation will allow entrepreneurs to determine the direction of consolidation of actions in the market, will give impetus to the processes of cooperation in matters of storage, sale or processing of products. Analysis of the sale price during the year is a valid substantiation for the introduction of changes in the commodity policy of enterprises, namely the increase in the share of products of early and late varieties, which are always sold at the highest prices. Key words: demand; supply; price; pricing; fruit and berry market; market players; consumers.

STATE SUPPORT IN PHYSICAL INFRASTRUCTURE UPDATING OF AGRICULTURAL ENTERPRISES


 
 
 The basic constituents of state support of technical update of agriculture of Ukraine are considered in the article. The dynamics of expenses of the state budget on agriculture and the structure of basic market levers of state support of physical infrastructure of agricultural enterprises: financial leasing, partial indemnification of domestic agricultural machinery and reduction of prices for credits has been analyzed. Monitoring of current problems of granting and the ways of improvement of mechanism of state support have been offered. No doubt that the proper support from the side of the state is the motive force in activation of the process of technical update of agricultural enterprises.
 
 

Cognitive acceptance mechanisms of discontinuous food innovations: The case of insects in France

In a context of changing food consumption patterns, discontinuous innovations are a major challenge for the food industry. This article aims to identify the cognitive processes underpinning the acceptance of discontinuous food innovations through the study of classification and encoding mechanisms of mental categorisation. A qualitative study applied to entomophagy explores these mechanisms according to the extent of product processing and their consequences on acceptance by consumers. These results enrich Behavioral Decision Theory and help manufacturers understand the marketing levers that can be used to facilitate acceptance of these innovations.