Methodological bases of personnel management in the context of implementation of the “green office” concept

The article is devoted to developing a change model for entrepreneurial roles that allows to create a conceptual design for the roles of an entrepreneur at different stages of business development. The article highlights four key stages in the business development life cycle. At each step, business focuses on a certain type of client and the value created for that client. The business focus requires an entrepreneur to concentrate on performance of a certain role. An analysis of the literature about role modelling is provided. The article considers entrepreneurs’ roles at different stages of business development. There are several methodological approaches applied in the article. The systems approach and systems thinking allow to describe a business as a whole. Conceptual modelling allows to deal with complexity of a real business. Design approach allows to implement conceptual models in practice of the real business. The article proposes a change model for entrepreneurial roles and the related roles composition at the different stages of business development life cycle. This article uses the conceptual model as an analytical tool to develop a change model for entrepreneurial roles. The further development of the research relates to research of sub-roles composition for different entrepreneurial roles and abilities, necessary to perform the sub-roles efficiently.

The article outlines a critical analysis of theoretical approaches to the development of the concept of foresight marketing on the basis of which the own definition of “foresight marketing” has been developed. Modern enterprises are interested in receiving reasonable foresight forecasts in marketing, which was not sufficiently distributed in the practical activity of the enterprise.
Theoretical and practical aspects of the foresight framework are still explored insufficiently. Therefore, the purpose of the article is to improve the theoretical framework of foresight marketing and to create the conceptual model of foresight marketing.
The following scientific methods have been used in this research: system analysis, content analysis, comparative method, method of logical generalization, morphological method, dialectics of the relationship between fundamental and applied knowledge.
The analysis revealed imperfection of the theoretical apparatus of foresight marketing, thus, the modern approach to the interconnection and balance of foresight marketing and strategic marketing on the enterprises was suggested. To develop a conceptual model of foresight marketing, the authors have considered and described its major components. A conceptual model of foresight marketing is a systematic combination of certain elements, namely: conditions, barriers, and prerequisites; subject and object; methodology of foresight marketing; principles, tools, and categories.
The article presents a generalized model of foresight marketing process, which shows the basic subjects and bases on four consecutive stages. The authors provide a new perspective as for the concept of foresight marketing and the basic prerequisites for the implementation of foresight in marketing management.

The modern real estate industry, including real estate market in Jordan, is highly competitive and challenging. This descriptive study aims to examine the effect of visual social media marketing (VSMM) on customer purchase intentions of Jordanian real estate companies. The paper used electronic word-of-mouth (e-WOM) as a mediator and reliability as a moderator of the relationship between e-WOM and customers’ purchase intention. A conceptual model comprised VSMM dimensions (informative content, entertainment content, and remunerative content), which affect the purchase intention of customers, mediated by thee WOM construct. The construct of reliability moderated the link between e-WOM and purchase intention. Questionnaires were distributed through Google Forms to respondents selected by convenience sampling; as a result, 250 responses were received. PLS-SEM was used to analyze the data and test the hypotheses. The results confirmed a significant impact of VSMM and e-WOM on purchase intentions. In addition, the study found that e-WOM mediates the relationship between VSMM and purchase intention, and reliability moderates the link between e-WOM and purchase intention. The results can help Jordanian real estate companies employ VSMM to increase their customers’ purchase intentions.