Перегляд за Автор "MISHUSTINA Tetiana"

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  • Ескіз
    Документ
    The Impact of Innovative Development on the Competitiveness of Enterprises
    (Postmodern Openings, 2021, Volume 12, Issue 4, pages: 141-152, 2021) HURZHYI Nataliia; MISHUSTINA Tetiana; KULINICH Tetiana; DASHKO Iryna; HARMIDER Larysa; TARANENKO Iryna
    Abstract: This article examines the impact of innovative development on the competitiveness of enterprises. The current trend of globalization and the spread of innovation has a comprehensive effect on the economic environment. Businesses that are the driving force of the economy must take into account the current conditions of post-industrial society to maintain their position in the market. With the openness of the domestic market, enterprises operate in terms of inclusion in a single economic, information and communication space, which leads to increased competition and the need to ensure adequate to the new reality of approaches to the activities of enterprises. The factors of competitiveness of enterprises that will ensure high efficiency of their work, competitiveness, stable market position and the possibility of development in accordance with the objectives are analyzed. In a competitive environment, stable positions are occupied by enterprises that are able to form a balanced development program, effectively maneuvering the internal factors of competitiveness and adapting to the conditions of external factors. It is noted that innovative development affects both external and internal factors of competitiveness. External factors of competitiveness under the influence of innovative development tend to improve the conditions for entrepreneurs. The application of innovation to the internal factors of innovation competitiveness is an important element of competitive strength.
  • Ескіз
    Документ
    Trends in Digital Marketing in the Context of Information Society Development
    (Postmodern Openings (LUMEN Publishing), Vol. 13 No. 2 (2022), pages: 448-460, 2022-06) SHEVCHENKO Valentyna; TARANENKO Iryna; YAREMENKO Svitlana; MISHUSTINA Tetiana; POPROTSKYY Oleksandr; MOSTOVA Anastasiia
    This article examines the trends of digital marketing in the context of information society development. Under the influence of informatization of society, the spread of innovative development of the economic environment are transformed all its components, including changing approaches to marketing, which uses more and more digital opportunities to increase its efficiency. In society, specific relationships are formed associated with the search, receipt, transmission, production and dissemination of information using information technology. Under the influence of informatization of society, the contemporary consumer and his requirements are changing, which is reflected in marketing activities. The reaction to the growing role of social networks and communities in consumer buying behavior was the formation of crowd marketing. Digital marketing is a contemporary tool for promoting a product, brand or brand through digital channels, and also uses a number of techniques that allow you to reach your target audience even in an offline environment. Digital marketing means that consumers, customers or society at large can access any information they need. Today, digital marketing is becoming an increasingly important tool for promoting almost any type of product compared to traditional marketing.