Перегляд за Автор "Iryna V. Taranenko"

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  • Ескіз
    Документ
    Features of business innovation implementation in the EU enterprises in the context of economic instability and resource constraints
    (Alfred Nobel University, 2025-07-04) Iryna V. Taranenko; Anastasiia D. Mostova; Hanna V. Shcholokova
    In the context of increased instability in the global economy due to the COVID-19 pandemic and the full-scale war in Ukraine, enterprises in different countries face significant resource constraints. Therefore, the implementation of new organizational, managerial, and marketing methods, which are less costly compared to new products and technologies, is of particular importance. The study of the specific features of business innovation implementation in EU enterprises was conducted based on the results of the Community Innovation Survey and the Oslo Manual recommendations. It was found that during the 2020 crisis associated with the COVID-19 pandemic, and in the context of limited funds for financing innovation activities, EU enterprises reduced the implementation of product innovations and, conversely, more actively implemented business process innovations. The most popular business process innovations were related to information processing and communications, as well as organizational decision-making and the management of external relations. In addition, enterprises have been actively implementing business process innovations related to decision-making and human resource management, as well as marketing methods such as promotion, packaging, pricing, product placement, and after-sales service. At the same time, innovations related to new methods of producing goods and services (technological processes), as well as logistics, supply, or distribution of resources, goods, or services, were much less in demand. Based on the CIS 2020 data, the reasons for the hampering of innovation activity by EU enterprises were revealed. It can be assumed that the most important reason for the reduced implementation of new products and production methods by enterprises during the crisis is their desire to reduce costs in the face of resource constraints and lack of funds to finance innovation activities. In turn, the continuous updating of information technologies necessary for successful business, as well as the implementation of less expensive new organizational, managerial, and marketing methods, allows enterprises to compensate for the temporary halt in the introduction of new products and technological processes. It is concluded that new organizational, managerial, and marketing methods can replace product innovations and new production methods during periods of economic instability and crisis. Therefore, these types of innovations can be considered substitutes. Moreover, during times of economic instability and resource constraints, the introduction of less expensive new organizational, managerial, and marketing methods becomes a priority. A comparison of the innovation activities of EU enterprises during the 2020 COVID-19 crisis with those during the 2007-2009 financial and economic crisis led to the conclusion that the trend mentioned above is long-term. This trend should be taken into account when developing an innovation policy for Ukrainian enterprises, both under martial law and during post-war recovery.
  • Ескіз
    Документ
    Improvement of internet marketing tools in communication activities of the IT center to attract customers
    (Alfred Nobel University, 2025-06-02) Svitlana S. Yaremenko; Iryna V. Taranenko; Valentyna M. Shevchenko; Yeva S. Kurochkina
    The article examines modern approaches to the use of internet marketing tools in the communication activities of an IT educational center. The study analyzes the key digital communication channels, including social media marketing (SMM), email marketing, targeted advertising, SEO optimization, and content marketing. It explores how these tools influence customer acquisition, brand recognition, and corporate image formation. The research identifies critical challenges such as low audience engagement, insufficient personalization of marketing communications, and the lack of effective integration between various communication channels. The study provides a comparative analysis of different digital marketing tools, identifying their strengths and weaknesses in the context of the educational sector. The research highlights gaps in the current communication strategies of the IT educational center and proposes recommendations to enhance their effectiveness. The suggested improvements include a stronger focus on video content to increase audience engagement, refinement of advertising campaigns tailored to specific audience needs, content optimization strategies, personalization of email marketing, and improvements in SEO optimization. Additionally, the study explores the role of user behavior analytics in refining marketing decision-making processes and ensuring better communication efficiency. By implementing the proposed recommendations, the IT educational center is expected to significantly improve its marketing communication effectiveness, increase customer engagement, and enhance lead conversion rates. The findings of this research offer valuable insights not only for educational institutions but also for commercial organizations seeking to leverage internet marketing tools for sustainable audience engagement and competitive market positioning. Furthermore, the study emphasizes the importance of integrating realtime data analysis to monitor customer interactions, optimize digital advertising investments, and develop more responsive communication strategies. Adopting a data-driven and strategic approach will enable businesses to strengthen customer relationships, maximize digital reach, and achieve long-term growth in an increasingly competitive online environment. In conclusion, internet marketing serves as a vital component of modern business strategies, enabling enterprises to establish stronger connections with their target audiences and enhance communication effectiveness. The study highlights the necessity for continuous adaptation to technological advancements and market dynamics to maximize the impact of digital marketing efforts. Future research may focus on the application of artificial intelligence and automation in internet marketing to further enhance customer engagement and optimize marketing performance.