Marketing aspect of the innovation communications development
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Author(s)Olha ProkopenkoLink to ORCID Index: http://orcid.org/0000-0003-1362-478X
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Vitaliy OmelyanenkoLink to ORCID Index: https://orcid.org/0000-0003-0713-1444
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DOIhttp://dx.doi.org/10.21511/im.14(2).2018.05
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Article InfoVolume 14 2018, Issue #2, pp. 41-49
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The article analyzes innovation communications (InCo) as a factor for the innovation networks development. It is shown that the necessity to use InCo practice is due to the complexity of processes in high-tech sectors and the relevance of the development of appropriate organizational and economic tools for marketing relations. The main goals of the innovation networks development are determined. In the context of the study of factors for the innovation networks development, the role of relationship marketing, which involves the constructing long-term mutually beneficial relations with key partners of the economic entity, should be noted. It is determined that relationship marketing acts as a tool for practical implementation of the concept of joint creation of value in modern institutional forms of interaction in the innovation system (innovation networks, in particular virtual, international clusters, alliances, etc.). It was emphasized that in order to achieve the network aspect of innovation development of the economy, it is necessary to use models of open innovation, that is, combining efforts of economic entities in the scientific and technical field and exchange of operating results. The main communication problems, which cause the blocking of innovation development are determined. The analysis made it possible to distinguish between the groups of methods and mechanisms that are most often considered in the InCo practice. InCo practices are considered in terms of the possibility of organizing and self-regulating systems.
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JEL Classification (Paper profile tab)L10, М10, M31, O30
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References19
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Tables1
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Figures1
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- Fig. 1. Analysis of technology in the international marketing context
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- Table 1. Communication in the field of innovation
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The relevance of relationship marketing model for hair salon’s competitiveness: a theoretical perspective
Problems and Perspectives in Management Volume 15, 2017 Issue #1 pp. 132-139 Views: 1426 Downloads: 1531 TO CITE АНОТАЦІЯRelationship marketing (RM) concept seems to be best understood and embraced more by big business, while amongst myriad of small businesses it seems less prominent. This paper explores the need for RM as a determinant to hair salon’s competitiveness and growth. Hair industry in SA is declared a multi-billion dollar industry, their stagnation prompted this study. This paper contends that relationship building with customers has a profound effect on the inclination of a customer to return to the business. With the key variables of the relationship marketing model as the main determinants are namely service quality, customer satisfaction and customer retention. Increased practice of RM within this industry will enable owners to embrace entrepreneurial activities imperative for competitiveness, value creation and sustainability.
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Information and communication technologies support for the participation of universities in innovation networks (comparative study)
Olha Prokopenko ,
Rurik Holmberg ,
Vitaliy Omelyanenko
doi: http://dx.doi.org/10.21511/im.14(3).2018.03
To ensure and strengthen the development of high-tech R&D and its industrial applications in the long-term perspective, information and communication technologies (ICT) cooperation tools with national and international institutions, network associations and firms are of great importance. To solve this problem, a joint systematic and coordinated work to develop institutions that can provide crucial support to innovation process is crucial. For these purposes, higher educational institutions (HEI) innovation activities information and communication support and technological development analysis are critically important. The purpose of this study is to analyze the existing ICT toolkit, which is used to manage R&D and various industrial applications, and to develop a conceptual framework for the implementation of these tools for the participation of universities in innovation networks. To answer this question, authors begin by taking a closer look at the new role of universities in the development of knowledge generation in a global environment, as well as problems and tendencies under conditions of postindustrial society. The new role of universities in knowledge generation in the global environment development, and problems and tendencies under the conditions of postindustrial society were outlined. Modern ICT components, which are necessary for universities to participate in the innovation networks, were analyzed. Some cases of foreign experience in the scientific and innovation networks of current prototypes of Industry 4.0 development were discussed, and the possibilities of its adaptation to national innovation system formation conditions in Ukraine were identified. By theoretical and empirical examining, the authors propose more complete understanding of modern ICT components, which are necessary for universities to participate in innovation networks. Cases of foreign experience in the scientific and innovation networks of current prototypes of Industry 4.0 development were investigated. Moreover, the evidence from this study suggests a variety of factors related to the possibilities to adapt ICT tools to national innovation system formation in Ukraine.
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Brand-consumer relationship of female millennials toward K-beauty
Adma Sari ,
Sucherly ,
Meydia Нasan ,
Yevis Marty Oesman
doi: http://dx.doi.org/10.21511/im.18(2).2022.07
For the last decade, the Korean beauty market has skyrocketed in terms of sales. Despite differences in usage steps, culture, and geography, Korean beauty products are the fastest-growing market segment in Indonesia. In addition, they are aimed primarily at millennial consumers. Therefore, this study looked at the effect of the brand-consumer relationship on the experience of Korean beauty products in Indonesia. The research sample consisted of millennial female users. As a result, 255 valid responses were obtained. Using SEM Lisrel, the study revealed that all study hypotheses were accepted. All the variables had a significant influence on each other. Notably, brand commitment had the strongest impact, and it was significantly related to and contributed more to brand love. The contribution of this brand-consumer relationship stems from the fact that brand commitment is more consistent in achieving brand love than brand experience. Furthermore, it was found that brand experience is more subjective, resulting in irrational consumer behavior toward brand love.
