Gennadiy Shevchenko

Modern economy is characterized by rapid qualitative and quantitative changes that significantly affect the nature of economic, socio-economic and social relations. Innovative processes and trends are very specific manifestations, which are reflected in the economic and marketing theory. A greater place in science and practice is occupied by the concepts of new economy, knowledge economy, knowledge society. Therefore, the study of knowledge economy marketing becomes more and more relevant.
The paper is aimed to develop a technique for selection of the key parameters for building the model of national knowledge economy marketing.
For this purpose, it is proposed to conduct a cluster analysis based on aggregated data. Classification of differences between clusters is given. As a result of classification, the authors have identified a group of indicators, which make all clusters distinctive and, first and foremost, determine positions of countries in the global landscape. These indicators are interpreted as key factors of the knowledge economy.
Based on the suggested mathematical functions, the authors assessed the value of every key factor within the selected group. It became the second step in selecting the parameters to build a multifactor model of knowledge economy marketing at the national level. The paper also justifies that it is reasonable to use cognitive approach to address challenges in the sphere under consideration. This approach is able to become a sound basis for building the model of national knowledge economy marketing in the form of cognitive map.

To carry out a comparative analysis of the EU countries’ national innovation systems (NIS), a feature vector has been compiled, covering three modules, namely, science, education, and innovation. The feature vector is a valid multidimensional data set of sixteen official statistics indices and two sub-indices of the Global Innovation Index. The development of a cognitive model for managing the NIS parameters required a preliminary three-stage empirical study to determine its elements. In the first stage, cluster analysis was performed (the k-means, metric – Euclidean distance algorithm was used). As a result, the EU countries were divided into four clusters (following multidimensional scaling estimates). In the second stage, a classification analysis (using decision trees) was carried out, which allowed determining three parameters that distinguish clusters (or classes) optimally. These parameters are recognized as important ones in terms of positioning the countries in the general ranking; that is, they can be considered as a priority for the NIS development and improving the countries’ positions in international comparisons. In the third stage, based on the authors’ approach, the significance (information content) of each key parameter is estimated. As a result, a cognitive model was compiled, taking into account the parameter significance. The model can be used in managing the NIS parameters, seeking to increase the system performance and improve the international position of a specific country. The model can also be used by partner countries, for example, Ukraine, as it demonstrates the landscape of EU innovative development and outlines the directions for priority development of NIS towards the European progress.