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1
Aladayleh, Khaled, Luisa Elena Mendoza Alvarado, and Adel Jafaari. "Innovative marketing approach in project management: A market orientation perspective." Journal of Innovations in Digital Marketing 1, no. 1 (2020): 11–21. http://dx.doi.org/10.51300/jidm-2020-14.
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The main objective of this paper is to develop an integrated conceptual framework to achieve consistency and synergy between project management and e-marketing activities within the market orientation that depends on the transaction, database, interactive and network marketing. The study solicited to apply this model in development or commercial projects conducted in Jordan. To extend this, the researcher interviewed people with experience who work in various projects such as educational projects or developing information technology systems, infrastructure projects, development projects, and others. The researcher was able to interview 34 experienced managers, and the interview form included a set of open questions related to the four dimensions of marketing orientation. The interview questions included covering how to integrate e-marketing activities into project management, it has directed in such a way as to highlight which marketing trends are most appropriate for the type of project and the duration of its implementation. The researcher identified most appropriate marketing trends for each project type and suggested which electronic marketing tools are most suitable for project managers and employees to adapt to communicate with individual clients or organizations, or even with other parties who have a direct or indirect relationship with the project such as stakeholders, suppliers and others. The implication for practitioners in the projects suggested, and recommendations for future research to generalize the proposed conceptual framework also presented.
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Galachieva, Svetlana, Alim Gurtuev, and Salima Makhosheva. "Hyper game modeling of investor behavior in a sustainable regional innovation system taking into account possible bad faith of counterparties." Sustainable Development of Mountain Territories 16, no. 3 (2024): 1228–44. https://doi.org/10.21177/1998-4502-2024-16-3-1228-1244.
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One of the key problems in financing innovative projects is filtering out obviously unrealistic projects. Hyper game models decompose a complex conflict into several simple connected game models. Each player has his own idea of what game/games other players are playing, and may be mistaken or deceived regarding the preferences of other players. This leads to the fact that it is very useful method to analyze the problem of investing in an innovative project. Depending on whether the investor is dealing with a real innovation or an obviously unrealistic project, they have to solve completely different problems. Investing in innovative projects can be considered as a system of interaction between microeconomic entities with different goals. The investor in this system knows that the project may be fraudulent and has an a priori estimate of the probability that an unknown project is fraudulent. The innovator knows that the investor is aware of the existence of fraudulent projects and must convince the investor that their project is not fraudulent. We propose a hyper game model of such a system, in which an innovative project can be either a “unicorn”, or an average profitable project, or an unprofitable project. Depending on the assessment of the project type, three patterns of investor behavior are modeled. Further, the model considers the influence of the investor’s decision on the technological and marketing expertise of the project. In total, the model considers combinations of 5 project types (super - profitable projects; average - profitable projects with technological limitations; average - profitable projects with marketing limitations; unprofitable projects due to technological constraints; unprofitable projects due to marketing constraints) and 5 types of strategies available to the investor (refusal; financing without expertise; financing based on the results of technological expertise; financing based on the results of marketing expertise; financing based on the results of both technological and marketing expertise). Using the model example, we calculated payoff matrices and utility estimates for combinations of different investor strategies and project types. The dependence of expected utility on uncertainty is calculated using various methods for assessing uncertainty. The advantages of the presented model are that it is risk - neutral, encourages participants to consider the knowledge gained in a given situation as more important than the general context, and allows for modeling and analysis of strategies that involve misleading another player. The model allows for a more accurate consideration of the participants’ different perceptions of their counterparties, which improves the adaptation of strategies and is especially important in the context of high uncertainty typical of innovative projects.
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Iglina, Nataliia, Nadezhda Vasilenkova, Tatiana Luneva, and Elena Aleksandrovna Orlova. "Scientific and innovative activity management in higher education system of Russia." Vestnik of Astrakhan State Technical University. Series: Economics 2019, no. 4 (2019): 68–76. http://dx.doi.org/10.24143/2073-5537-2019-4-68-76.
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The issue of efficiency of scientific and innovative activity in the conditions of Russia's transition to the knowledge economy is a priority for the state, businesses, scientific and educational organizations. Higher education institutions can become promising platforms for creating innovative products and technologies, as they have all the necessary components: long-standing academic schools; rich, sometimes unique, material and technical database; as well as teams of creative researchers from the scientific and pedagogical staff, talented graduates and postgraduates. According to the results of monitoring the efficiency of innovative activity of leading universities 
 of Russia, as well as to the analysis of the main indicators of research activities of universities 
 of the Southern Federal District, there have been revealed the following factors and conditions leading to the low efficiency of scientific and innovative activity of higher educational institutions: a broken innovation cycle; shortage of specialists in the field of marketing and management of in-novation projects and lack of competence of scientific-pedagogical workers in the field of commercialization of innovative products; inconsistency of research plans of departments, etc. There has been justified the application of a project approach to the management of scientific and innovative activities, using a matrix organizational structure, including functional links for the organization, management, control and marketing of innovative projects. The problem of increasing the scientific and innovation activity management has been solved using the algorithm of rational distribution and concentration of resources for developing priority projects based on state and regional programs for socio-economic and innovative development. A detailed study of the priority directions for scientific and innovative activities, marketing and feasibility analysis, organizational, technical, financial and legal support of the project, research and development and founding of small innovative companies (or alienation of rights to intellectual property) will help to form a rational innovation cycle from a scientific idea to its commercialization
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Safronova, Natalya, and Gulnaz Khaibrakhmanova. "Innovative design of waste processing technologies." Serbian Journal of Management 16, no. 2 (2021): 453–62. http://dx.doi.org/10.5937/sjm16-28893.
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Designing modern waste recycling systems is an urgent problem. The experience of attracting masters from two leading Russian universities in organizing interaction and cooperation in the development and implementation of waste sorting complexes is considered. Faculties of Russian Academy of National Economy and Public Administration and Moscow Institute of Physics and Technology held a project session for developing and launching innovative technological projects on the market called "Techno marketing". The developed methodological base made it possible to combine educational and entrepreneurial tasks and ensure the promotion of student technological projects. As a result of the conducted project session, a project on the use of computer vision systems for sorting waste was developed, the competitive differences of the project and its technical and economic indicators were presented. The mechanisms for the implementation of an innovative waste sorting project have been determined. Despite being twice as expensive, the waste sorting machine is able to fully pay off 3 times faster than manual sorting, justifying further investment in the project.
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Azoev, Gennadiy, and Ekaterina Sumarokova. "MARKETING SUPPORT FOR SCALING AN INNOVATIVE STARTUP." Bulletin of the South Ural State University series "Economics and Management" 17, no. 4 (2023): 152–66. http://dx.doi.org/10.14529/em230414.
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The venture nature of scaling startups requires special attention to commercial risks, which in-crease many times compared to the scaling of innovative products. To minimize such risks, the most effective tools are branding technologies that orient a startup to maximize profits by increasing the number of consumers, developing and implementing relevant strategies and competition tools, and increasing the marginality of the product. This article highlights the risk zones of scaling innovative startups and a structured formula for the de-pendence of startup profits on market capacity, market share, and profitability, taking into account the specif-ics of innovation and innovative products to minimize these risks. If the startup does not pass filtering for mar-ket capacity, target market share, and planned profitability, and does not reach the target profit which could be obtained as a result of scaling, then the project is postponed. For projects that pass filtering for these three key profit multipliers, marketing methods and technologies for increasing them are proposed with planned results for each event, the timing of their implementation, and the necessary budget. The set of proposals can be a marketing basis for scaling business plans, the elements of which are pre-sented using the example of innovative Russian products.
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Azoev, G. L., E. V. Sumarokova, and A. N. Kotova. "Marketing approach to scaling the business of an innovative startup." Vestnik Universiteta, no. 9 (November 2, 2023): 38–47. http://dx.doi.org/10.26425/1816-4277-2023-9-38-47.
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High-tech products and innovative startups are at high risk. Mechanisms of their minimization are an important condition for the commercial success of innovation. This thesis is especially relevant in the period of business scaling. As a key criterion for the commercial success of the scaling, an indicator of the mass of the extracted profit is proposed. For its growth, the decomposition of the profit formula into 3 factors is presented: the capacity of the target market, the market share of the startup, the target profitability of sales. In the proposed approach, the development of a business scaling project for an innovative startup is based on marketing activities that contribute to the growth of these factors. Due to high risks an innovative product does not always have sufficient market capacity, it is often difficult for it to compete for a significant market share, therefore, it is impossible to increase profitability. In this case the project is not filtered by the criterion of potential profit that can be obtained as a result of scaling, and is postponed. For projects that overcome filtering by 3 key components of profit, the planned results of each event, the timing of their implementation, the performers and the necessary budget are determined.
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Lutay, Larysa, and Nataliia Pacheva. "MODERN MARKETING TRENDS OF PROJECT MANAGEMENT." Economies' Horizons, no. 2(24) (June 30, 2023): 157–63. https://doi.org/10.31499/2616-5236.2(24).2023.288674.
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The article considers the current conditions of marketing trends in project management in Ukraine, characterized by a significant increase in competition, a reduction in population incomes and demand for certain goods and services under martial law. Given this situation, all market participants today must introduce innovative marketing tools in order to manage projects, ensure a quick response of entrepreneurial activity to changes in their own marketing environment, attract both new and retain existing customers. The expediency of active use by enterprises of modern marketing tools in project management and implementation of project management in their activities has been analyzed. It studies market demand and supply of consumers to meet their needs, which forms the marketing product policy. It involves providing consumers with the opportunity to choose a variety of products and services, providing them with a proper quality level of service, significantly affecting the uniqueness of a certain subject of market relations among competitors. At the same time, the volume of the client base of each individual enterprise, the availability of its goods and services to consumers largely depends on the product distribution channels formed by it within the framework of the marketing sales policy. The article is focused on marketing trends in project management, which are management functions throughout the project life cycle within the established budget and in accordance with technical specifications and requirements. Project management is carried out in accordance with international, national, public, individual and corporate standards. International standards are the most common because they ensure that products and services are safe, reliable and of high quality. Project management represents the management functions during the project life cycle within the established budget and in accordance with technical specifications and requirements. Taking into account innovative marketing trends, project management is carried out in accordance with international, national, public, individual and corporate standards. The development of a market economy, increasing the requirements of consumer needs for the quality of goods and services require the introduction of project management tools
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Makarova, Tatiana N., Marina V. Vlasova, and Lyudmila A. Pashkevich. "Innovative Projecting: Organizational Aspects and Applied Issues." Economic Environment 13, no. 1 (2024): 49–63. http://dx.doi.org/10.36683/ee241.49-63.
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The experience of the leaders of various industries and sectors of the economy shows the importance of innovative component of the enterprises. Russian and foreign scientists define innovation as a special tool, a new look, a set of measures, the final result of new technologies introduction into various production and commercial processes. Through the development and implementation of innovative projects of the organization, enterprises change and optimize both technologies, goods, business processes, and management system, organizational structure, and etc. The work on innovative projects should integrate the efforts of specialists, employees of the enterprise and departments to achieve the goals of efficiency increase. Application of various approaches to the development and implementation of innovative projects is based on assessment and understanding of the strengths and weaknesses of each of them, possibility and prospects of its application in practical activities of a particular enterprise. Innovative design includes perception of the project as a set of elements. It is regulated by various normative documents, in particular GOST defines the composition and structure of project documents. The article describes various approaches to innovative projects classification, such as: according to the importance of the impact on the economy, according to the area of efforts application, according to the level of scientific and technical significance of the results, and etc. The main problem areas and issues of innovative design are identified. Applied issues of the development and implementation of innovative project are considered on the example of trading enterprise. Promising directions of innovative development were identified, various technologies and approaches were analyzed, and main directions, goals, objectives, and main results of innovative project to optimize logistics activities were formulated.
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Midler, Christophe. "Crossing the Valley of Death: Managing the When, What, and How of Innovative Development Projects." Project Management Journal 50, no. 4 (2019): 447–59. http://dx.doi.org/10.1177/8756972819857881.
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The last few decades have seen a profound transformation of innovation project management within automobile firms. During the 1990s, the product development phase was revolutionized by the deployment of heavyweight project management, project portfolio processes, and platform strategies. The 2000s saw the forces of change move upstream in the innovation process, with the development of new methodologies intended to develop and orient creativity, as well as new upfront units acting as innovation labs. However, many upfront creative endeavors still encounter an innovation valley of death when they move into the rigid and risk-averse development phase. Thus, the frontier of innovative project organization seems to be the ongoing quest to reconcile the emergence of breakthrough innovations in the upfront phase with the more rationalized nature of development phases. Based on a case study of a disruptive low-cost car, this article analyzes how the product development phase can support innovative exploration to overcome the challenge of achieving a major cost breakthrough. We analyze the specific content of the project’s innovations ( fractal innovation) and the management practices and organizations used to implement them. We characterize how such innovative product development can contribute to a new economy of innovative effort within the global innovation funnel of the firm. We compare this global innovation process, where development projects play a major role as a locus for organizational learning, to the customary one in automotive firms, where learning happens essentially in front-end marketing and engineering departments.
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Matveeva, Yulia V., Marlvin T. Chigwanda, and Valeria P. Matveeva. "Development of a system for evaluating innovation and investment project efficiency at industrial enterprises." Vestnik of Samara University. Economics and Management 13, no. 1 (2022): 78–87. http://dx.doi.org/10.18287/2542-0461-2022-13-1-78-87.
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Innovation is a multi-varied phenomenon that involves all spheres of technological, economic, and social activity, from research and development to investment, production, and application. In innovation management, the relationship between innovation and efficiency is the key issue. In this report, therefore, we elaborate on a method for measuring efficiency in the innovation process. The core of our concept of efficiency is the link between the efficiency of the production unit that has adopted an innovation (dynamic efficiency) and the efficiency of the entire production field within which production units must act (average efficiency). The development of relative efficiency is connected to differences between basic, improvement-related, and pseudo innovations and to the decision-making environment for managers. Factors influencing innovative activities follow a continuum of efficacy ranging from inhibiting to strongly promoting innovative activities. Looking at the innovation process from the standpoint of the innovating system, we distinguish major determinants of performance and then compare the performance of industrial organizations through a profile showing these determinants in research and development, production, and marketing and in management at all stages.
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Prodius, Oksana, and Anastasia Zaporozhska. "An Innovative Project Development in the Construction Industry of Ukraine." Economics: time realities 4, no. 62 (2022): 32–43. http://dx.doi.org/10.15276/etr.04.2022.4.
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The article is dedicated to the study of the theoretical and methodological foundations of innovative project development in the construction sector of Ukraine. Theoretical aspects of marketing innovations have been considered and existing methods of identifying potential consumers have been analyzed, the low-rise construction market was analyzed in the context of diagnosing the preferences of target consumers. A methodology for finding potential consumers of an innovative product project has been developed in the form of an algorithm that combines existing approaches to the properties segmentation with modern methods based on variables and psychographic characteristics to increase the level of personalization and attract the target consumer to the marketing communications of construction companies. A methodological approach to identifying potential consumers of the product of an innovative project in the construction sector of Ukraine has been developed. The concept and main stages of the project for the construction of a cottage village using innovative technologies were formed, and an assessment of the risks and effectiveness of the project was carried out for key participants. The obtained practical results can be used by domestic construction companies to make management decisions regarding the innovations introduction into their projects and more effective commercialization of innovative products on the real estate market, which will contribute to the business processes optimization, construction costs, and terms reduction, and housing quality improvement for the end consumer.
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Bandyopadhyay, Subir. "A Case Study of Teaching Integrated Marketing Communication Using an Innovative Group Internship Project." International Journal for Innovation Education and Research 3, no. 2 (2015): 153–60. http://dx.doi.org/10.31686/ijier.vol3.iss2.321.
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In recent years, many college campuses have moved to implement experiential learning projects in many disciplines. It is generally accepted that experiential learning projects or client projects (we will be using these two terms interchangeably throughout the paper) help students to communicate effectively, perform well in teams, solve problems, and acquire functional knowledge. We describe our experience of implementing an innovative experiential learning project that required students to form a company, and plan and execute an integrated marketing communication (IMC) plan for a real-life company on a tight budget. Finally, we compare the student assessment for this group internship project with traditional client projects that typically do not involve a full-fledged execution of an IMC plan.
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Worapongpat, Ntapat, Uswin Chaiwiwat, Natthanon Thavisin, and Qingchao Sun. "Learning Management in Innovative Communities for Marketing and Digital Marketing of Agricultural Products: A Case Study of Date Palm Products, Rai Sukjai Project, Ban Hao, Ratchaburi Province." Journal of Education and Learning Reviews 2, no. 1 (2025): 69–82. https://doi.org/10.60027/jelr.2025.853.
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Background and Aim: The agricultural sector in Thailand, particularly date palm cultivation, faces challenges in marketing and distribution. The Rai Sukjai Project in Ban Hao, Ratchaburi Province, aims to address these challenges by integrating innovative community learning management and digital marketing strategies to improve the visibility and sales of date palm products. This study investigates the effectiveness of these strategies and their impact on the community’s economic sustainability. Materials and Methods: This research utilizes a mixed-methods approach, combining quantitative data from surveys of farmers and stakeholders with qualitative interviews and case studies. Digital marketing platforms, community learning sessions, and innovative marketing techniques were assessed for their effectiveness in promoting date palm products. Data were analyzed through statistical tools and content analysis to evaluate the project's outcomes. Results: The results indicate that the integration of digital marketing significantly enhanced product visibility, with online sales increasing by 35% within the first year. The community's engagement in learning sessions improved marketing skills, fostering greater participation in the innovation process. Positive outcomes were observed in both local and national markets, and community members reported increased confidence in using technology for marketing purposes. Conclusion: The Rai Sukjai Project successfully demonstrated that effective learning management combined with digital marketing strategies can significantly improve the marketing and distribution of agricultural products. The study highlights the need for ongoing innovation and digital adaptation in rural communities to sustain agricultural economic growth.
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Ghosh, Madhuparna. "Project Centric Learning: A Business Plan on QR Code Marketing Company – Qrizzle." INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 09, no. 02 (2025): 1–9. https://doi.org/10.55041/ijsrem41794.
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This paper presents an innovative approach to transforming brand engagement through sustainable and interactive marketing solutions. QRIZZLE integrates QR codes into reusable water bottles, creating a dynamic advertising platform that enhances consumer interaction while promoting eco-friendly practices. Through the integration of physical and online marketing, QRIZZLE enables firms to establish voluntary, interactive connections with their target consumers. Strategic brand alliances, specially created bottle campaigns, and focused distribution networks are the foundation of our commercial strategy. With an emphasis on innovation, sustainability, and data-driven marketing, QRIZZLE markets itself as an affordable substitute for conventional media for advertising. In the first year, we aim to distribute 75,000 QR-powered bottles, generating projected revenue of ₹18,75,000 and a net profit of ₹7,50,000. Our financial strategy includes brand commissions, subscription-based advertising packages, direct consumer sales, and data monetization, ensuring long-term scalability and profitability. By leveraging technological advancements, strategic collaborations, and a commitment to environmental responsibility, QRIZZLE aspires to redefine the future of advertising, delivering measurable impact for brands while driving consumer engagement and sustainability. Keywords: QR Code Marketing, Sustainable Advertising, Consumer Engagement, Digital Marketing Innovation
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Chkhaidze, Irma, Nanuli Makharadze, and Lela Devadze. "Management Problems of Innovative Business Projects and Ways of Its Improvement." Economics. Ecology. Socium 7, no. 1 (2023): 71–83. http://dx.doi.org/10.31520/2616-7107/2023.7.1-7.
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Introduction. Global innovation challenges existing in the world at this current stage, activation of strategic innovation policy on gaining positions in the Global Innovation Index by the states, rapidly changing consumer demands, the struggle to maintain the advantages of leadership for competitiveness in the world market, the sudden appearance of the COVID-19 pandemic – faced the countries of the world before the complex challenges, which turned the production of innovative products and services, and the modernization of existing ones into an essential condition in a short period.
 Aim and tasks. The research aims to work out ways of improving the problems arising in Georgia's innovative business project management. The following objectives should be carried out to achieve the research goal: studying the characteristics of innovative business project management from the origin of an innovative business idea to its realization based on research and statistical data analysis
 Results. There have been reviewed problems in the management of innovative business projects-difficulties in adequately designing the business model to improve the business idea, which requires extra time, finances, and an experienced professional team. All of these hinder the startups' ability to go through the business process, turn the idea into a competitive product, carry out the correct marketing campaign, and build partnership relations at the local and international levels. Due to the urgency of the issue, the rating of Georgia has been studied regarding the innovation development of the Global Innovation Index. The positive attitude of the country towards the innovation policy has been determined, as reflected in the innovation policy carried out by the government. By analyzing the statistical data, grants and their effectiveness as issued to business projects by "Startup Georgia", "Produce in Georgia", and the European Union have been compared.
 Conclusions. The conclusions have been developed by analyzing the results of the research to eliminate the mentioned problems, according to which the constantly changing environment of the market economy forces companies to quickly adapt to market challenges to gain competitiveness and eliminate the problems existing in project management in parallel with the production of innovative products with the participation of professional project managers.
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Drożyński, Tomasz. "”The Emi & Gracja’s backyard” – An innovative educational project for Polish children." Labor et Educatio 10 (March 31, 2023): 169–88. http://dx.doi.org/10.4467/25439561le.22.013.17539.
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The paper describes an innovative educational project for Polish children “Emi & Gracja’s Backyard”, which was designed by the emigration association ”Familiaris” from Germany. In the presented analyses, the case study method was used. The purpose of the analysis undertaken is to comprehensively present a unique project for bilingual children living in the Polish émigré community in Germany based on the standards describing the method of projects in terms of its innovation. The presented project meets the criteria of: place, duration, division of labour, form of work, structure, scope of learning material, goal, SMARTER, innovative project. The process of planning and implementation of the project “Emi & Gracja’s Backyard” is embedded in the context of Designing Education Projects, which include 12 steps: (1) assessing needs and opportunities, (2) establishing a project planning team, (3) developing project goals and objectives, (4) developing a logic model, (5) selecting and characterising audiences, (6) establishing a program format and delivery system, (7) ensuring quality instructional staff, (8) ensuring quality materials and teaching strategies, (9) gathering materials, resources and premises, (10) planning for contingencies, (11) promoting, marketing and disseminating the project, (12) implementing the project. The evaluation and assessment of the project makes it possible to diagnose the quality and value of the project itself, which appears to be an interesting educational offer that responds to current trends in education. „Podwórko Emi & Gracji” – innowacyjny projekt edukacyjny dla dzieci polonijnych Artykuł traktuje o nowatorskim projekcie edukacyjnym dla dzieci polonijnych „Podwórko Emi i Gracji”, który został stworzony przez stowarzyszenie „Familiaris” z Niemiec działające na rzecz emigracji. W prezentowanych analizach wykorzystano metodę studium przypadku. Celem podjętej analizy jest kompleksowe przedstawienie unikatowego projektu dla dzieci dwujęzycznych żyjących w społeczności emigracyjnej Polonii w Niemczech w oparciu o standardy opisujące metodę projektów w aspekcie jego innowacyjności. Prezentowany projekt spełnia kryteria: miejsca, długości trwania, podziału pracy, formy pracy, struktury, zakresu materiału kształcenia, celu, SMARTER, nowatorskiego przedsięwzięcia. Proces planowania i realizacji projektu „Podwórko Emi & Gracji” osadzony jest w kontekście Designing Education Projects, które obejmują 12 kroków: (1) ocena potrzeb i możliwości, (2) powołanie zespołu planującego projekt, (3) opracowanie celów i zadań projektu, (4) opracowanie modelu logicznego, (5) wybór i charakterystyka odbiorców, (6) ustalenie formatu programu i systemu jego realizacji, (7) zapewnienie wysokiej jakości kadry instruktorskiej, (8) zapewnienie wysokiej jakości materiałów i strategii nauczania, (9) zgromadzenie materiałów, zasobów i pomieszczeń, (10) planowanie na wypadek sytuacji awaryjnych, (11) promowanie, wprowadzanie na rynek i rozpowszechnianie projektu, (12) wdrożenie projektu. Ocena i ewaluacja projektu pozwalają na diagnozowanie jakości i wartościowanie samego przedsięwzięcia, które wydaje się być ciekawą ofertą edukacyjną odpowiadająca na aktualne trendy w edukacji.
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Гук, Д. Ю., and Т. Ю. Харитонова. "Project Management in a Digitally Transformed Museum." International Culture & Thechnology Studies 2, no. 2-3 (2017): 68–75. http://dx.doi.org/10.17586/2587-800x-2017-2-2-3-68-75.
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The modern paradigm of the museum mission requires the innovative methods and tools for scientific investigations and applied informatics in museum work. Authors offer some data on marketing strategy and business planning as an example of digitally modified business.Contemporary museum project design requires various knowledge and skills. Casual museum activity influenced by innovations and up-to-day technologies in general saved basic functionality but changed some forms. Analysis of the business process in a museum revealed needs in marketing technologies and loop control, while these methods are not so new as we guess.
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Rakhimova, Saule, Kymbat Kunanbayeva, Lyudmila Goncharenko, and Andrey Pigurin. "Balanced system of indicators for the assessment of innovative construction projects efficiency." E3S Web of Conferences 110 (2019): 02154. http://dx.doi.org/10.1051/e3sconf/201911002154.
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The role of innovations in the construction industry is considered in the article. In the conditions of transition of national economy to the innovative type of development, the indicators that allow estimating the efficiency of innovative activity, where the key aspect is the comprehensive assessment, are important. Innovative projects are especially relevant for the construction industry, which is the key driver of the national economy development. Sustainable construction ensures the development of industries, where innovative projects can partly solve the problems of creating renewable energy sources. The authors offer to expand the list of indicators for the assessment of the innovative project efficiency not only from the financial and investment point of view, but also taking into account quantitative and quality, scientific, technological, operational, marketing indicators, which often are not considered. The assessment of the innovative projects efficiency has to be the central link in the innovation management; so the authors offer to improve the system of the balanced indicators. The balanced system of indicators (BSI) is developed. It is planned to extend and to introduce BSI not only at the level of the enterprises, but also for all the types of economic activity according to their technological effectiveness.
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Ruiz-Resto, José Valentino, Chris Shelton, Edward White, and Thaddaeus Bourne. "Advocating for Intrapreneurship in Arts Entrepreneurship Education: Developing a New Generation of Innovative Professionals." Open Journal of Music Education 1, no. 1 (2023): 27–46. http://dx.doi.org/10.61629/ojme.v1i1.24.
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This research aims to propose a set of eight arts-based intrapreneurial projects for higher education, tailored to arts entrepreneurship students. The projects, designed for a 16-week timeframe (except one project requiring 21 weeks), provide project descriptions, learning objectives, assessment criteria, and resource requirements. To ensure feasibility and relevance, the researcher conducted semi-structured interviews with three experts in the field, including a project manager and creative director from a leading video production agency, an audio engineer and music producer in a multinational media conglomerate, and a creative director who transformed a Brazilian company into a multibillion-dollar empire through graphic design, music, video, and marketing services. The insights gathered from the interviews, along with an analysis and synthesis process, inform the proposed intrapreneurial projects, offering a framework for arts entrepreneurship educators to implement in their curricula.
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SLEPIAN, JOAN L. "CROSS-FUNCTIONAL TEAMS AND ORGANIZATIONAL LEARNING: A MODEL AND CASES FROM TELECOMMUNICATIONS OPERATING COMPANIES." International Journal of Innovation and Technology Management 10, no. 01 (2013): 1350005. http://dx.doi.org/10.1142/s0219877013500053.
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Successfully managing project team composition, development, and learning are critical competencies for high-performing, innovative technology firms. This paper presents a conceptual model and two cases of cross-functional project teams working inside innovative, technology-based companies. The cases highlight the ways in which organizational structure, project team composition, team task and technology, project leadership, and context shaped the way each project team approached their task, shared knowledge and solutions, and completed their work. One team, a business process and system improvement team, was charged with designing and deploying a new system, while the second team crossed international, occupational, and functional boundaries to develop an international marketing strategy for a cross-national technology partnership. Following the cases, the paper suggests some implications for technology and innovation managers and team leaders, and proposes some questions and direction for future research.
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Suh, Taewon, and Vishag Badrinarayanan. "Proximal and distal influences on project creativity in international marketing teams." International Marketing Review 31, no. 3 (2014): 283–307. http://dx.doi.org/10.1108/imr-09-2012-0155.
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Purpose – The purpose of this paper is to examine the antecedents of project creativity in international marketing teams. The proposed framework includes both proximal (characteristics that impact the everyday functioning of the team) and distal (characteristics associated with the team's organizations that are relatively remote to the everyday functioning of the team) factors as antecedents of project creativity. Specifically, the authors investigate the influence of three proximal factors, namely, collaboration with foreign counterparts, autonomy, and international experience as well as two distal factors, namely, organizational encouragement and innovative organizational culture. Design/methodology/approach – Data were collected from 156 executives from publicly traded firms in the manufacturing sector in South Korea and tested using hierarchical regression. Findings – Collaboration with foreign counterparts and autonomy exert direct positive influence on project creativity. International experience exerts a curvilinear relationship such that low and high levels of international experience positively influence project creativity, whereas moderate international experience negatively influences project creativity. In addition, whereas the relationship between organizational encouragement and project creativity was supported, the relationship between innovative culture and project creativity was not. Originality/value – Despite the importance afforded to international marketing teams and creativity in marketing research and practice, little attention has focussed on project creativity in international marketing teams. This study represents an initial effort toward filling the void and identifying certain proximal and distal factors as relevant antecedents of project creativity in international marketing teams. In addition, deviating from extant studies on creativity, this study highlights a curvilinear relationship between international experience and creativity.
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Юсупова, М. Д., З. О. Магомедова, and Ф. А. Куцулова. "Modern approaches to determining the effectiveness of investments in a marketing project." Innovative economy: information, analytics, forecasts, no. 4 (July 22, 2024): 62–67. http://dx.doi.org/10.47576/2949-1894.2024.4.4.007.
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В статье рассмотрены современные подходы к определению эффективности инвестиций в маркетинговые проекты, связанные с использованием инновационных технологий. Процесс коммерциализации инновационных технологий включает в себя моделирование цепочек создания стоимости, поскольку они могут преобразовывать или формировать новые. При реализации процесса коммерциализации следует учитывать, что экономический эффект можно получить как от продажи инновационной технологии, так и от ее потребления. Однако рассматривать эти процессы порознь нельзя, поскольку передача инновационной технологии без инсталляции, обслуживания, обучения персонала не может быть эффективной. Поэтому экономическую эффективность надо представлять как эффект функционирования новой или модифицированной цепочки создания стоимости. Эти аспекты определяют ракурс и границы исследования эффективности маркетинга при реализации процесса коммерциализации маркетингового проекта. The article discusses modern approaches to determining the effectiveness of investments in marketing projects related to the use of innovative technologies. The process of commercializing innovative technologies involves modeling value chains as they can transform or form new ones. When implementing the commercialization process, it should be taken into account that the economic effect can be obtained both from the sale of innovative technology and from its consumption. However, these processes cannot be considered separately, since the transfer of innovative technology without installation, maintenance, and personnel training cannot be carried out. Therefore, economic efficiency should be represented as the effect of the functioning of a new or modified value chain. These aspects determine the perspective and boundaries of research into marketing effectiveness when implementing the process of commercialization of a marketing project.
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Oksana, I. Prodius, and M. Zaporozhska Anastasia. "An Innovative Project Development in the Construction Industry of Ukraine." Economics: time realities 4, no. 62 (2022): 32–43. https://doi.org/10.5281/zenodo.7482635.
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Relevance of the research topic. Every year, an aggressive external environment, oversaturated markets, and increased competition force businesses to become more flexible. Even for simple survival, companies need to constantly develop, bring new products to the market, optimize processes and conduct regular research. In order to solve these challenges, many businesses are using innovation, a powerful tool that can give you an edge and a chance to stay ahead of the competition. Innovations also have a special strategic importance for the emerging economy of modern Ukraine, especially in the conservative construction industry, which has been experiencing a crisis in recent years. A decrease in purchasing power, an unstable economic situation, and other negative factors lead to the fact that developers leave the market, and the remaining players begin to save on their project quality or significantly increase prices. In such conditions, reducing costs and increasing the productivity of business processes is the most urgent problem of construction enterprises, which can be solved by the rapid introduction of modern technologies, new developments, and modified technical equipment. However, scientific knowledge and developments are important not only for creation but also for successful commercialization. Innovative product development is always associated with increased risks, primarily commercial, due to the unpredictability of consumer reactions. Only about 20% of new products achieve market success. And if the product is just introduced to a new market, this indicator drops rapidly to 6%. Most of the failures are related to the fact that innovations arise based on new knowledge, not needs. Mistakes made in consumer research lead to the failure of the entire campaign. Buyers do not need a new product, but new benefits they can get from it. Therefore, before developing and introducing innovations to the market, companies should know and understand their target segment as best as possible. Effective marketing research and accurate identification of small groups of target consumers are the most important stages of this process. Understanding future buyers’ interests, problems, and behaviour patterns of should be the starting point for the successful commercialization of innovative products. Knowledge of these features can help construction companies conduct effective, narrowly targeted advertising campaigns that will give the maximum return and allow the successful commercialization of an innovative product, thanks to overcoming perception barriers and affecting the necessary emotions of the target audience. The aim of the study is to develop a methodological approach and recommendations for the more effective development of an innovative project in the context of identifying potential consumers in the construction industry. Objectives of the study: a) Consider theoretical aspects of marketing innovations and analyze existing methods of identifying potential consumers; b) Analyze the market of low-rise construction, diagnose the preferences of target consumers and develop a methodological approach to identifying potential consumers of the product of an innovative project in the construction field; c) Develop the concept and main stages of the cottage settlement construction project using innovative technologies based on the developed methodological approach, and assess the project risks and effectiveness for the key participants. The object of this study is the market of products of innovative projects in the construction industry. The subject is an organizational and managerial activity of finding potential consumers of the innovative project product. Research methods. Marketing tools, as well as project management tools, were used as methodical tools in this work. Ranking and forecasting methods, expert-logical methods, generalization, grouping, as well as tabular and graphic methods of presenting the obtained results were used to solve the tasks. In the theoretical part of this work, the exceptional role of innovation and marketing in the competitiveness and successful operation of organizations was considered. The features of the innovative market, its specific characteristics, and the role they play in the development and introduction of new products to the market are analyzed. In the course of the study, the special role of "innovators" and "early followers" in bringing an innovative product to the market and its subsequent commercialization was highlighted, as the importance of the personal influence of people in the spread of innovations (especially at the stage of innovation evaluation) was assessed, and modern methodological approaches to the potential consumer identification of the innovative project product. The project for the construction of a residential settlement in Odesa suburbs was developed. For its implementation, it is planned to create a construction company in the form of a Partnership with a Limited Liability Company (LLC). Its main competitive advantage will be the use of innovative 3D printing technology, which will reduce costs, improve the construction quality and significantly increase the speed of construction work. As part of the project, its idea and concept were developed. Then, based on them, a calendar plan was drawn up, after which the project risks were analyzed, the most likely of which was: a) Non-compliance with the terms of construction and installation works; b) The project manager’s insufficient experience; c) Exceeding the project budget due to unplanned works. The final stage of the work was the assessment of the project effectiveness, taking into account all the main impacts on society, the city, the economy of the region, and the key participants of the project.
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Zadoia, Viacheslav. "ORGANIZATIONAL CONTEXT OF ENSURING EFFICIENCY OF MARKETING MANAGEMENT IN INNOVATIVE DEVELOPMENT OF RAILWAY TRANSPORT." Economics, Finance and Management Review, no. 1(21) (March 31, 2025): 130–39. https://doi.org/10.36690/2674-5208-2025-1-130-139.
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The current stage of development of railway transport necessitates the integration of innovative technologies to ensure the competitiveness and efficiency of the industry’s enterprises. The relevance of the problem is due to the growing need to improve marketing strategies that promote the introduction of new technologies and optimise management processes. The purpose of the study is to develop a concept of marketing management of innovative development of railway transport, and the object is the system of management of innovative activities of railway sector enterprises. We applied a comprehensive approach, including analysis of market trends, customer segmentation, forecasting of technological development and functional analysis of management processes. The methodological basis of the study is based on a systematic analysis of statistical data, mathematical models and expert assessments, which allowed us to obtain an objective characterisation of the impact of innovative solutions on the economic performance of enterprises. The main obstacles to the innovative development Ukrainian railway transport enterprises have been identified, in particular, the lack funds for the implementation of innovations, the loss scientific research potential and the ineffectiveness the system for stimulating the innovative development of railway transport enterprises. Since the improvement competitive advantages and recognition of market opportunities requires the generation information from various market operators, the expediency implementing the concept marketing management the innovative development railway transport is argued. It has been found that the marketing management innovative development ensures the system integration the complete innovation cycle based on the forecasting technological development and future needs of consumers for the creation innovations and their distribution on the market. The tasks and principles the concept marketing management innovative development of enterprises are revealed, its functions are established, namely coordination, planning, controlling, stimulating, prognostic, communication, informational, organizational, research, practical. In order to increase the effectiveness innovative activities, it is proposed to form a competence-marketing agency for the innovative development of railway transport, the structure which includes analytical, educational-knowledge, communication-coordinating and project sectors.
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SHKOLYAR, S., and V. SHPYLOVY. "FORMATION IN FUTURE MANAGERS OF THE ABILITY TO MANAGE INNOVATIVE PROJECTS IN MODERN CONDITIONS." ТHE SOURCES OF PEDAGOGICAL SKILLS, no. 30 (December 28, 2022): 184–91. http://dx.doi.org/10.33989/2075-146x.2022.30.270679.
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Management of innovative activity is a complex, multifunctional process that includes a diverse set of actions, including: setting strategic and tactical goals, analyzing the external environment taking into account uncertainty and risk, analyzing the infrastructure and capabilities of the educational institution, diagnosing the real situation, forecasting the future state institutions, search for sources of creative ideas and their financing, formation of an innovative portfolio, strategic and operational planning, management of scientific and methodical developments, improvement of organizational structures, analysis and evaluation of the effectiveness of innovations, development of strategy and tactics of innovative marketing, diversification and risk management, etc.
 The article, based on theoretical research, provides an overview of the concept of innovative project management within various approaches to defining the concept. The main functions are systematized and the interests of the participants in the management of innovative projects are defined. The need to take into account the peculiarities of the management of an innovative project depending on its life cycle is substantiated.
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Brög, Werner. "Individualized Marketing: Implications for Transportation Demand Management." Transportation Research Record: Journal of the Transportation Research Board 1618, no. 1 (1998): 116–21. http://dx.doi.org/10.3141/1618-14.
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Recently an international demonstration project was carried out between SOCIALDATA and the International Association of Public Transport to create awareness of an innovative marketing approach to increasing public transport use called “individualized marketing.” SOCIALDATA undertook a series of experimental projects designed to prove the effectiveness of subjective perceptions, the so-called “soft policies.” The starting point was the recognition that use of public transport is hindered by a lack of experience and motivation to use it. Potential users of public transport were contacted directly with the intent of motivating them to think about their behavior. Then the test groups were thoroughly informed about public transport and selected test candidates were given a (transferable) ticket to use public transport free of charge for one full month. The experiment was extremely successful: use of public transport for the test group nearly doubled. Next a method was developed allowing the management of projects on the scale of several thousand households. The concept was applied in numerous projects, which all showed the positive results of individualized marketing: a significant increase in the use of public transport. Surplus revenue was available to finance the innovative marketing approach, which has led to a measurable image improvement for public transport and its companies. Therefore, individualized marketing has proved to be a quick, cost-effective method to increase areawide public transport patronage.
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Kovtunenko, Yurii, Marina Tkachenko, and Veronika Fedosyuk. "Modern Information Technologies of Business Planning Enterprises Innovative Activities." Economic journal Odessa polytechnic university 3, no. 17 (2021): 49–55. http://dx.doi.org/10.15276/ej.03.2021.7.
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In this article the planning urgency in modern conditions of enterprises innovative activities development is investigated and generalized and the world and domestic methods and standards of drawing up of a business plan are analyzed.The advantages, positive consequences and disadvantages of implementing the automation are highlighted and analyzed. Substantiation and coverage of issues related to the automation of management systems and software for planning marketing and advertising. A comparative description of special software products functionality that allow to visually interpret the data, make up the financial part of the project, contain tools for analytical analysis, allow you to combine several projects.
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Solís-Molina, Miguel, Miguel Hernández-Espallardo, and Augusto Rodríguez-Orejuela. "Governance and performance in co-exploitation and co-exploration projects." Journal of Business & Industrial Marketing 35, no. 5 (2020): 875–94. http://dx.doi.org/10.1108/jbim-02-2019-0067.
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Purpose This study aims to investigate how contractual vs. informal governance influences the performance of collaborative innovation projects considering their exploitation vs. exploration character. Design/methodology/approach Data are collected from a sample of 218 companies that have developed innovative projects in collaboration with other organizations. Regression models are estimated to test the hypotheses. Findings The results indicate that contractual governance is the most effective for co-exploitation projects compared to informal governance. Specialization in either contractual or informal governance is more effective for co-exploration projects. Practical implications Developing collaborative innovation projects with other organizations is an alternative for firms to innovate either by exploiting complementary assets or by exploring new opportunities. Thus, the success of the collaborative innovation project is significantly affected by the way the collaboration is governed. On the one hand, for co-exploitation projects, companies should rely on contracts to improve their performance. On the other hand, for co-exploration projects, governance may specialize in either contracts or informal mechanisms to reach higher performance. Originality/value Despite previous studies analyzing the effect of contractual or informal governance on the performance of collaborative innovation projects, no research has focused on comparing simultaneously these effects, by using the innovation character of the project of co-exploitation or co-exploration as a moderator. Therefore, this paper explores comparatively the most effective type of governance mechanism for co-exploitation and co-exploration projects.
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Ilić, Biljana, Sunčica Stanković, and Bojana Ostojić. "KEY FACTORS OF PROMOTING INNOVATIVE PERFORMANCE IN AGRIBUSINESS SMEs: PROJECT AN EMPIRICAL METHOD." Ekonomika poljoprivrede 71, no. 1 (2024): 135–54. http://dx.doi.org/10.59267/ekopolj2401135i.
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The main goal of the research is to determine the effects of the selected factors (organization culture, organization learning, market orientation and innovation culture) on the innovation performance of small and medium-sized enterprises in agribusiness. The Structural Equation Modeling method was used to test the research hypotheses. The results showed that the selected factors are significant determinants of innovative performance. In addition, the relationship between organizational culture and innovation performance, as well as organizational learning and innovation performance, was found to be fully mediated, and the relationship between market orientation and innovation performance was found to be partially mediated by innovation culture. Small and medium-sized businesses should be empowered in the globalized and fiercely competitive market of today by fostering product innovation, investing in the development of human resources and technology, and broadening their market reach. These initiatives are essential to enhancing their marketing plans and successfully taking on competitors.
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Grier, Sonya A. "Marketing Inclusion: A Social Justice Project for Diversity Education." Journal of Marketing Education 42, no. 1 (2019): 59–75. http://dx.doi.org/10.1177/0273475319878829.
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Challenges related to marketplace diversity present an opportunity to prepare students to successfully engage with diversity through innovative curricular approaches. The present research develops a semester-long course project designed to enhance students’ awareness and understanding of diversity and inclusion issues from a social justice perspective. We discuss the context of diversity issues in business schools and identify key issues affecting marketing educators. Our review of the pedagogical literature on diversity highlights the importance of a social justice orientation. Social cognitive theory is used as a conceptual framework to guide the design of a problem-based experiential project. We detail project implementation and assess evidence regarding the impact of the project. Findings suggest an experiential, problem-based class project can support students understanding of diversity from a social justice perspective. We discuss the project benefits and challenges and highlight pedagogical issues for educators who want to integrate diversity content into a broad array of marketing courses.
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Horiashchenko, Yulia. "Information Support of Marketing Statistics of Innovative Enterprises." Central Ukrainian Scientific Bulletin. Economic Sciences, no. 5(38) (2020): 207–13. http://dx.doi.org/10.32515/2663-1636.2020.5(38).207-213.
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Ukraine continues to actively develop a civilized business environment, including by means of marketing promotion as a factor that determines the economic development and well-being of the country, support to small and medium-sized businesses through the implementation of marketing principles in economic activity, effective Standards of marketing research UAM 91.12.0-2108654-001-2002 in order to promote fair competition. In combination with the global trend of network society development – Internet – marketing, digital marketing and marketing statistics are nowadays becoming a special source of intellectual resources. The problem remains the complexity of obtaining and integrating data, the volumes of which continue to grow. The purpose of this study is to substantiate the relevance of the study of marketing statistics and to seek optimization of modern methods of processing and analysis of marketing information in order to simplify the acquisition and integration of data. In the process of research such methods of scientific cognition were used: observation and abstraction, comparison, analysis and synthesis, methods of historical and logical analysis of socio-economic realities. Modern marketing statistics tools include a variety of SMM (Social Media Marketing) cases, guides, Search Engine Optimization, hashtags, UTM tags, custom auditing, analytics, and social advertising programs networks, project management, context tools. The main results of the study were the argumentation of the relevance of the study of marketing statistics and proposals for the optimization of modern methods of processing and analysis of marketing information to facilitate the acquisition and integration of data. The main ones are: 1) marketing information should be relevant, accessible and understandable to all market participants; 2) in the market conditions, higher education institutions in the respective field of training should train special specialists – highly qualified analysts with the necessary skills; 3) consumers of marketing services will not be completely satisfied until marketers are able to accompany them at all stages of the life cycle; 4) marketing statistics methods should be consolidated, systematized and optimized; 5) analytical tools should become key success factors in marketing statistics; 6) other factors for success should be establishing an effective data analysis at a particular enterprise.
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Yurii, V. Kovtunenko, S. Tkachenko Marina, and V. Fedosyuk Veronika. "Modern Information Technologies of Business Planning Enterprises Innovative Activities." Economic journal Odessa polytechnic university 3, no. 17 (2021): 49–55. https://doi.org/10.5281/zenodo.5751072.
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In this article the planning urgency in modern conditions of enterprises innovative activities development is investigated and generalized and the world and domestic methods and standards of drawing up of a business plan are analyzed. The advantages, positive consequences and disadvantages of implementing the automation are highlighted and analyzed. Substantiation and coverage of issues related to the automation of management systems and software for planning marketing and advertising. A comparative description of special software products functionality that allow to visually interpret the data, make up the financial part of the project, contain tools for analytical analysis, allow you to combine several projects.
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Nait Bahloul, Mokrane, and Khouloud Abderrahmane. "Student Start-Up." International Journal of Public Administration, Management and Economic Development 9, no. 2 (2024): 43–53. https://doi.org/10.60026/ijpamed.v9i2.191.
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This study explores the support mechanisms available to student entrepreneurs in Algeria, with a particular focus on Ministerial Decision 1275, which aims to facilitate the creation and development of student startup projects. A descriptive and analytical approach was adopted to evaluate the impact of these measures on student engagement and their potential contribution to economic development. The study draws on preliminary data collected from registration platforms and project assessments across various Algerian universities. The results show a significant increase in student interest in entrepreneurship, with over 9,000 innovative projects registered nationwide. Students, organized into interdisciplinary teams, demonstrated enhanced capacity to develop viable projects, supported by specialized training in digital marketing, artificial intelligence, and project management. These findings suggest that Algerian universities play a crucial role in fostering entrepreneurial spirit among students, promoting their integration into the labor market while contributing to national economic growth. The study offers practical insights for policymakers and university administrators seeking to strengthen innovation and economic development through student entrepreneurship.
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I Wayan Dikse Pancane, I Wayan Suriana, I Nyoman Gede adrama, et al. "Innovative Marketing Strategies for Organic Waste Compost through Modern Tebe Manufacturing." ABDIMAS: Jurnal Pengabdian Masyarakat 7, no. 1 (2024): 251–58. http://dx.doi.org/10.35568/abdimas.v7i1.4480.
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This community service aims to develop a marketing strategy for compost processed by organic waste by utilizing contemporary tebe making innovations. Through a practical and participatory approach, we implement marketing strategies focused on increasing the attractiveness and added value of compost. The tebe making process integrated with the latest technology takes center stage, creating ecologically and aesthetically superior organic compost products. In this dedication, we interact directly with the community to educate them about the benefits of organic compost and introduce marketing strategies that can increase interest and participation. The results of this service are expected to make a positive contribution to organic waste management in the community, while creating economic opportunities through the marketing of innovative and sustainable compost products. Overall, this project reflects our commitment to delivering sustainable solutions and strengthening community involvement in managing organic waste.
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Stead, Martine, Lisa Arnott, and Emma Dempsey. "Healthy Heroes, Magic Meals, and a Visiting Alien." Social Marketing Quarterly 19, no. 1 (2013): 26–39. http://dx.doi.org/10.1177/1524500412472493.
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Although social marketing emphasizes consumer orientation, it is only in recent years that consumers and communities have been at the center of program development and implementation. This article illustrates how, on a modest budget, social marketing and community development approaches were combined in two innovative and creative community-led projects in Edinburgh, Scotland. Community residents were integrally involved, not just as participants in research and as project beneficiaries, but as decision makers, creators, and implementers. The projects illustrate how communities have skills and assets within themselves which they can bring to bear in a social marketing framework, making it possible to apply social marketing on modest budgets, and how interventions which originate within communities and are owned by them may be more engaging and may lead to more positive health outcomes. Approaches which genuinely involve communities in development and implementation make financial, practical, and philosophical sense.
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Богачек, Н. Л., та И. Е. Мизиковский. "Холистический маркетинг на различных этапах жизненного цикла инновационного технологического медицинского продукта". Russian Economic Bulletin 7, № 6 (2024): 273–78. https://doi.org/10.58224/2658-5286-2024-7-6-273-278.
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проведённый в работе анализ применяемых методов оценки бизнес-проектов, таких как метод Беркуса, метод суммирования факторов риска, скоринговый метод и другие, демонстрирует необходимость практической реализации холистического маркетингового подхода. К таким же выводам приводит анализ методов, основанных на экспертных оценках, реализованных в государственных фондах РФ, таких как Фонд содействия инновациям, Фонд «Сколково», Российская Венчурная Компания и другие. В работе представлен подход к организации холистического маркетинга инновационного технологического медицинского продукта. Показано как инструментарий холистического маркетинга, такой как классические и партнерские инвестиционные бонусы, в цифровой среде, реализованной в виде электронной торговой системы, включающей в себя систему интеллектуального анализа результатов применения базового продукта инновационного технологического медицинского бизнес-проекта, позволяет на практике реализовать вовлечение потребителя базового медицинского продукта в бизнес-проект. Также в работе показана важность применения в холистическом маркетинге инновационных технологических медицинских продуктов инструментария, связанного с защитой интеллектуальных прав, таких как патенты, сертификаты, регистрационные удостоверения, зарегистрированные программные продукты, отзывы и публикации, подтверждающие эффективность медицинского продукта. Предложенный подход к организации холистического маркетинга инновационного технологического медицинского продукта прошел практическую апробацию на примере инновационного технологического медицинского стартапа: разработка, создание и продвижение транскраниального фототерапевтического аппарата Elmedlife для профилактики и лечения острых нарушений мозгового кровообращения, успешно прошедшего процедуры экспертных оценок в Фонде «Сколково» и в Фонде содействия инновациям и получившего финансовую поддержку Фонда содействия инновациям. the analysis of applied methods of business project evaluation, such as the Berkus method, risk factor summation method, scoring method and others, demonstrates the need for practical implementation of the holistic marketing approach. The same conclusions are reached by analysing the methods based on expert assessments implemented in the state funds of the Russian Federation, such as the Innovation Promotion Fund, the Skolkovo Foundation, the Russian Venture Company and others. The paper presents an approach to the organisation of holistic marketing of an innovative technological medical product. It is shown how the tools of holistic marketing, such as classical and partnership investment bonuses, in a digital environment, implemented in the form of an electronic trading system, which includes a system of intelligent analysis of the results of the application of the basic product of an innovative technological medical business project, allows in practice to implement the involvement of the consumer of the basic medical product in the business project. The paper also shows the importance of using in holistic marketing of innovative technological medical products the tools related to the protection of intellectual rights, such as patents, certificates, registration certificates, registered software products, reviews and publications confirming the effectiveness of the medical product. The proposed approach to the organisation of holistic marketing of an innovative technological medical product has been tested in practice on the example of an innovative technological medical startup: the development, creation and promotion of the Elmedlife transcranial phototherapeutic device for the prevention and treatment of acute cerebral circulatory disorders, which successfully passed the procedures of expert evaluations at the Skolkovo Foundation and the Innovation Promotion Foundation and received financial support from the Innovation Promotion Foundation.
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Mamchur, Volodymyr, and Halyna Studinska. "Theoretical principles of project management of innovative development of the agrarian sphere." Socio-Economic Problems and the State 32, no. 1 (2025): 65–79. https://doi.org/10.33108/sepd2025.01.065.
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The purpose of the study is to develop and substantiate the theoretical foundations of project management aimed at stimulating the innovative development of agricultural production and rural areas. It has been established that the basic principles of planning and resource allocation were used in such historical large-scale projects as the construction of the pyramids in Egypt, the Great Wall of China and Roman aqueducts, etc., which allows us to argue about the prehistoric emergence of project management. It is substantiated that the modern period of evolution of the concept of project management covers three main stages: the industrial revolution (18th–19th centuries); institutionalization of project management (1970–1980s) and the newest stage (1990s – present, the first projects in the agricultural sector began to be applied on the border of the first and second stages. It was determined that project management in the agricultural sector has its own specific features, which are determined by natural, economic and social factors, and project management in the agricultural sector is an important component of its innovative development along with technical, technological, marketing innovations, because we are talking about the effective organization of the development of both agricultural production and rural areas. It was established that project management in the agricultural sector differs from conventional management in the presence of the temporality and uniqueness of the project, a clearly formulated project goal, a deadline for its achievement, precisely defined costs; using a combination of efforts of different specialists. Among the theoretical approaches to project management, the following are distinguished: systemic, innovative, process, flexible, integrated, economic and mathematical, environmental, each of which has its own specific application and, accordingly, results. It was established that there are successfully implemented projects, both abroad and in Ukraine, which can serve as an example for the further implementation of approaches and tools of project management in the agricultural sector. It was concluded that project management in the agricultural sector demonstrates how innovations can transform agricultural production, simultaneously increasing its efficiency, competitiveness and the level of socio-economic living conditions of the population in rural areas in the context of the requirements of sustainable development of the agricultural sector.
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Bakaev, Dmitriy, Oksana Stukalo, Vladimir Denisenko, Aleksey Skrypnikov, Ilona Savchenko, and Vera Zinov'eva. "Information tools for project management of industrial enterprises development." Modeling of systems and processes 15, no. 2 (2022): 14–24. http://dx.doi.org/10.12737/2219-0767-2022-15-2-14-24.
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The study examines and substantiates the specifics of the project approach to managing the development of industrial enterprises. Various models of the project approach are compared, their functioning within the framework of the modern digital economy is analyzed. A special role in achieving these goals is assigned to projects aimed at developing breakthrough products for the processing industry, the development of innovative infrastructure (test sites, engineering and certification centers, databases, accelerators, etc.), the creation of new businesses in the processing industry based on large enterprises, as well as projects at the final stage of development and bringing products to market for export. In this regard, the issues of project management of the development of industrial economic systems are gaining high importance and need to be clarified and updated. The problem of management of industrial enterprises and other economic systems is that their management structures are overwhelmingly built on a hierarchical principle, are functionally oriented and project management is rejected in them. However, if project management is integrated into the enterprise management system, it is possible to obtain positive results, consisting in improving information, marketing, regulatory, methodological and other support for innovation activities. Analyzes the necessity of introducing a project approach into the management system of the development of industrial enterprises.
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Сhaikovskа, M. P., and V. M. Stoyanov. "CRM-SYSTEMS IN MARKETING RISKS MANAGEMENT OF BANK`S RISK PROTECTION PROJECTS." Market economy: modern management theory and practice 21, no. 2(51) (2023): 177–92. http://dx.doi.org/10.18524/2413-9998.2022.2(51).274373.
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The article examines the theoretical, methodological and practical aspects of the formation of information and analytical support for marketing risk management of risk protection projects of a commercial bank in the conditions of modern challenges of the uncertainty of the marketing environment and global digital transformations. Requirements for an effective bank risk management system based on modern technological tools and innovative methodological approaches are formulated. The directions of the transformation of risk management paradigms were analyzed, the expediency of a systemic multidimensional approach to the implementation of integrated risk management based on modern international regulatory standards was clarified. The need for the convergence of project management methods in risk management for better prioritization of risks, consistency with the strategic goal of activity, and planning of steps to optimally achieve the goal is substantiated. The marketing orientation of bank risk protection projects is revealed. It is proposed to expand the list of banks' risks and to transform the weighting coefficients of the existing ones in the conditions of innovative technological transformations in order to strengthen socio-ecological responsibility to society. Particular attention is paid to determining the place of marketing risks in the management system of banks, as a critical element of an effective risk management model. The direction of improving the information and analytical support of the bank's risk protection projects through the implementation of CRM systems as an information communication tool and an information source on marketing risk management is proposed.
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Богачек, Н. Л., та И. Е. Мизиковский. "Холистический маркетинг новых медицинских продуктов и технологий". Russian Economic Bulletin 7, № 5 (2024): 200–205. http://dx.doi.org/10.58224/2658-5286-2024-7-5-200-205.
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в работе представлен подход к организации информационно-инструментального пространства холистического маркетинга на примере инновационного технологического медицинского стартапа по разработке, созданию и продвижению транскраниального фототерапевтического аппарата Elmedlife для профилактики и лечения острых нарушений мозгового кровообращения. Показано как инструментарий холистического маркетинга в цифровой среде, реализованной в виде электронной торговой системы, включающей в себя систему интеллектуального анализа результатов применения базового технологического продукта инновационного бизнес-проекта позволяет на практике реализовать вовлечение потребителя базового продукта в бизнес-проект. В работе представлен внутренний нормативный документ электронной торговой системы – инвестиционная декларация, определяющий как инструментарий информационно-инструментального пространства холистического маркетинга бизнес-проектов, так и систему взаимоотношений инициатора бизнес-проекта и потенциального потребителя базового продукта в процессе вовлечения в бизнес-проект. the paper presents an approach to the organisation of information-instrumental space of holistic marketing on the example of an innovative technological medical startup for the development, creation and promotion of transcranial phototherapeutic device Elmedlife for the prevention and treatment of acute cerebral circulatory disorders. It is shown how the toolkit of holistic marketing in the digital environment, implemented as an electronic trading system, which includes a system of intelligent analysis of the results of the application of the basic technological product of an innovative business project allows in practice to realise the involvement of the consumer of the basic product in the business project. The paper presents an internal normative document of the electronic trading system – investment declaration, which defines both the toolkit of the information-instrumental space of holistic marketing of business projects, and the system of relationships between the initiator of the business project and the potential consumer of the basic product in the process of involvement in the business project.
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Bondarenko, Olena, Tetiana Ustik, Zoreslava Liulchak, Kateryna Horska, Olena Nahorna, and Оksana Stets. "Crowdfunding Development in the Social Media Marketing System." WSEAS TRANSACTIONS ON BUSINESS AND ECONOMICS 19 (October 21, 2022): 1678–88. http://dx.doi.org/10.37394/23207.2022.19.152.
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The relevance of crowdfunding in the context of social media marketing is confirmed by a broad media narrative for its multifaceted potential. Media marketing is becoming a driver for the promotion of business ideas and innovative projects in view of the growing role of social networks in shaping public opinion. The aim of the study was the development of a model for evaluating the success of crowdfunding projects and its implementation in the social media marketing system. Three dimensions of information description — the information volume, attitude to information (feedback), and information quality in terms of information communication — were considered as the components of the crowdfunding assessment model. The hypotheses were advanced about the relationship between information description and the success of crowdfunding based on these variables. The hypotheses were tested through the processing of data (N=544) from media agencies’ websites. The results show that the number of words in the project description is inversely related to the success of crowdfunding (b=−0.007), and the number of videos and images is directly related to the project success (R2=0.93). The effectiveness of social networks was confirmed allowing for the consumer loyalty to this method of obtaining information and time spent daily on the Internet (63% in the total user activity). The content analysis found that social networks demonstrated the best indicators in raising funds for crowdfunding, compared to the project promotion through traditional media, and it was the main idea of the research. This study has both theoretical and applied significance: it can be a starting point for establishing the academic background for studying the experience of implementing crowdfunding projects through social networks; the obtained results can be used in the practical activities of crowd marketers.
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Rudenko, Elena. "Method of intellectual management of the configuration of the product of a marketing project." Management of Development of Complex Systems, no. 61 (March 28, 2025): 101–12. https://doi.org/10.32347/2412-9933.2025.61.101-112.
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The article substantiates the need for an innovative approach to the management of marketing projects in the pharmaceutical industry. A method of intelligent management of the configuration of the product of a marketing project is proposed. The need for such a method is due to the complexity of adapting rigidly formed project tasks to dynamic market conditions, to a high level of uncertainty regarding the requirements for a new product. The work substantiates the need to use the term "product configuration of a marketing project" precisely to take into account dynamic changes. The purpose of the study is to create a mechanism that allows you to effectively manage the configuration of the product of a marketing project, ensuring adaptability and flexibility in the conditions of changing stakeholder requirements, market needs and technical limitations of the enterprise. In the course of the work, an approach was developed based on the concept of product configuration, which includes not only technical and functional parameters, but also dynamic relationships between them. The results of the study demonstrate that the proposed method of intelligent configuration management allows you to systematize and control all aspects of a marketing project, from collecting market data to forming requirements for a new product. The use of intelligent tools, such as expert systems, machine learning algorithms and optimization methods, ensures the accuracy of analysis and forecasting of market trends, as well as the ability to promptly adjust the product configuration. The configuration management system includes mechanisms for monitoring intermediate results, adaptive change management tools and criteria for assessing the compliance of requirements for a new product with the technical and production capabilities of the enterprise. This allows you to minimize the risks of creating products that do not meet the expectations of consumers or the enterprise. The conclusions of the study confirm that the developed method allows you to increase the effectiveness of marketing projects due to its adaptability to changes and accuracy of forecasts. The proposed approach ensures the integration of dynamic project components, helps optimize the drug development process and increases the competitiveness of the enterprise in the local market. The method is universal and can be adapted for other industries where complex project management is required under conditions of uncertainty.
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Zhang, Hua. "Developing a Bilingual Teaching Model in Business Administration from the OBE Perspective." International Journal of Education and Humanities 13, no. 1 (2024): 355–57. http://dx.doi.org/10.54097/vj3avp88.
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This study takes the core course “Marketing Management” in the marketing major as an example to introduce the OBE bilingual teaching model in the discipline of business administration. This model introduces advanced OBE concepts to reform the bilingual teaching approach. It involves innovative teaching methods, enhanced content delivery, revamped assessment systems, and the integration of the first, second, and third dimensions of learning to synergize bilingual teaching modules with theoretical and practical instruction. While the focus of this project lies in the implementation of bilingual teaching in “Marketing Management,” the reformation of teaching philosophies is comprehensive and aimed at enhancing the quality of instruction and fostering innovative talent development in business administration courses.
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Rudenko, Elena, and Volodymyr Andriienko. "Development of an intelligent model for management of the requirements of marketing projects of the pharmaceutical industry." Technology audit and production reserves 5, no. 2(79) (2024): 39–43. http://dx.doi.org/10.15587/2706-5448.2024.312707.
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The object of research is the processes of managing the requirements of the marketing project using means of intelligent data analysis and artificial intelligence systems. Marketing projects include a large number of projects of various types, formats and scales. The work considers projects that are initiated at an existing pharmaceutical enterprise that produces drugs for the local market. Over a period of time, the company needs to introduce new dosage forms to the market. It is not about the development of new innovative drugs. Usually, these are new mixtures of known components, but according to the results of global research, adding new components to the formulation gives a new, additional effect. Also, it can be a new form, for example, a spray or syrup for children, etc. Nevertheless, in order to produce such a new product and bring it to the market, to make a profit, it is necessary to conduct a study of the local market in order to find analogues, consumer expectations and predict future cash flows from sales of new drugs. In order to form requirements for the project of creating and manufacturing a new medicinal form, the company initiates marketing projects. Such marketing projects are the subject of research. As a result of the marketing project of the analysis of the drug market, it is necessary to form the contours of a new product and the requirements for the project of creating this product – a new medicinal product. Collecting and forming requirements is not a trivial task. Therefore, in the work, it is proposed to apply means of intelligent data analysis, which will be implemented on artificial intelligence systems. As a result, an intelligent model for managing the requirements of marketing projects of the pharmaceutical industry was developed. The non-triviality of the task of requirements formation is based on the fact that it is multi-criteria. The desired requirements and, accordingly, the future product of the project depend on: the lack of a similar dosage form on the local market, the presence of theoretical and practical pharmacological developments in this direction, the technical and financial capabilities of the enterprise, the expectations of stakeholders and consumers of the product. The use of intelligent tools will allow to avoid a conflict of requirements and to develop a medicine that will not only meet the expectations of all participants of the local pharmaceutical market, but also provide profit to the developing company.
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Xiao, Zexin. "Marvel and Legendary Pictures in the Attention Economy: Insights from the Innovation and Transformation of Media and Advertising Strategies for the Chinese Film and Television Industry." Transactions on Economics, Business and Management Research 14 (December 23, 2024): 303–9. https://doi.org/10.62051/2tn9b881.
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The purpose of this study is to summarize the innovative and transformational methods of Marvel and Legendary Pictures in their own media and advertising strategies in the era of the attention economy. This research project found that Marvel's media strategy innovation and transformation in the era of the attention economy include a cross-media narrative system, the use of social media platforms to cultivate fan culture, and the use of new media for marketing. Marvel's innovation and transformation in advertising strategy include cross-media promotion, adjusting promotional policies for each region in the global market, using trailers and Easter eggs for promotion, using events for marketing, using big data for user profiling analysis for targeted advertising, developing IP resources, and conducting integrated marketing. The innovation and changes made by Legendary Pictures in its media and advertising strategies during the era of the attention economy include cross-disciplinary development, localized advertising strategies, joint production and distribution of films with mainstream film companies, and planning and layout of IP resources. Media and advertising strategies are important means for film and television companies to attract audience attention in the era of the eye economy. Marvel and Legendary Pictures have both made outstanding innovations and transformations. This research project discusses how these innovations and transformations are specifically carried out. This research project reviews literature related to the research topic, analyzes its relevant content, and extracts keywords for summarization.
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Rutko, Dina. "Main indicators, tendencies and problems of innovative activities development in the countries of the Eurasian economic union." University Economic Bulletin, no. 42 (June 19, 2019): 70–80. http://dx.doi.org/10.31470/2306-546x-2019-42-70-80.
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The article describes main indicators of scientific, sci-tech and innovative activity in the Republic of Belarus and in other EAEU member countries. Analyzed information allows identifying the existing development problems of scientific, sci-tech and innovative activities in the EAEU member countries. Thus, in terms of inner financing of research, the EAEU countries lag behind the economically developed countries in the world. In general, research and development costs among the EAEU countries do not exceed 1.2%, which is lower than the world average values (2.12%), as well as the level of other integration associations. Other development problems of scientific, sci-tech and innovative activity in the EAEU countries are: low level of investment in innovative projects; the ineffectiveness of single R&D, which is associated with insufficient study of marketing issues, lack of experience in creating project teams, and fragmentation of developers; the procedure for financing innovative projects aimed at mass replication of already approved technologies and goods, to the detriment of the introduction and dissemination of innovations; low demand for innovative products from the real sector of the economy of the EAEU countries, weak receptivity to innovations, insufficient cooperation with innovation developers; low efficiency of subjects of innovative infrastructure in the field of commercialization of the results of scientific and sci-tech activities; the lack of systematic work on the support of scientific projects, the comprehensive introduction of technology and the development of innovative projects. Conclusions and proposals based on the research help to enhance innovative activity in the EAEU countries. Work justifies that formation of closer ties between scientific and educational institutions, industrial enterprises and government bodies is needed to increase innovative activities in the EAUE countries. The successful experience of the formation and use of these technologies is demonstrated by the EU countries.
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Syafwandhinata, Jhony, and Lukman Ahmad. "Sistem Pemasaran Jasa Freelancer IT (Studi Kasus : AMIK Indonesia)." Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi) 3, no. 1 (2019): 1. http://dx.doi.org/10.35870/jtik.v3i1.76.
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In line with the development of e-marketing, a new system emerged in the world of marketing and internet-based business called crowdsourcing. The workings of crowdsourcing sites are almost the same as sales terms where this site allows anyone and from anywhere to offer services and promote services on this site, where each member (member) of these sites is an online freelancer. At present, many promotional sites for freelancers have been provided by several communities and individuals who aim to offer goods and services for freelancers online and each service used is charged by freelancers when work is taken on the site. Based on the observations and experience of the author that many are building projects and digital product marketplaces in Indonesia and the World such as; Projects.co.id, Freelancer.com, Upwork, Guru, Elance, Sribulancer, Sribu. However, members who get services from these sites will be charged by the site owner for their services. This study tries to build a project model and digital product marketplace for students that can be used as a form of marketing student services for service enthusiasts. This model will later build an application that enables the marketing of student services to be complex and foster a spirit of entrepreneurship for students who are creative and innovative. The purpose of this study is to analyze the innovation model of the marketing system for freelancers' services and to build a project and digital product marketplace container as a media for promoting IT services for AMIK Indonesia students. Broadly speaking this research is divided into three stages, namely pre-development data collection, development and implementation, and post-development data collection.
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Omta, S. W. F., and F. T. J. M. Fortuin. "Comparing private label and manufacturer brand innovation projects in a Dutch Food processing company." Journal on Chain and Network Science 14, no. 1 (2014): 59–67. http://dx.doi.org/10.3920/jcns2014.0238.
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The time when private labels consisted only of low-priced, low-quality products has long gone. A new type of cooperative innovation project has emerged in which food processors and retailers work closely together to target consumers with new and innovative products. These so-called high-end private label innovation projects can be typified as Early Customer Integration (ECI) projects. ECI projects may show a higher level of market orientation than manufacturer brand innovation projects, which companies carry out entirely in-house. However, ECI might lead to more incremental innovation because of the path dependency of the customer input. The present paper aims to fill this gap by investigating these assumptions by analysing the innovation portfolio of a leading Dutch producer and exporter of processed food products that produces manufacturer brand, high-end private label as well as traditional low-end tendered private label products. Twenty innovation projects, 10 manufacturer brand, 7 high-end private label and 3 traditional low-end private label innovation projects, including 76 respondents, were investigated using the Wageningen Innovation Assessment Toolkit. All respondents were employees of the company and members of the cross-functional project team of the innovation project that they assessed. In total 17 R&D staff members, 10 marketing and sales managers and 8 managers from the business units filled out the questionnaires. Based on the finding that the high-end private label projects showed the highest scores on product superiority it may be concluded that ECI indeed helps to better understand and fulfil consumer demands. It must also be concluded that the lower scores of high-end private label projects on product novelty are an indication that, ECI may have led to more incremental innovation.
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Bielienkova, Olha, Yana Loktionova, and Davyd Kalashnikov. "IMPERATIVES OF MARKETING ACTIVITIES OF CONSTRUCTION STAKEHOLDERS - REENGINEERING OR STAGNATION." Spatial development, no. 8 (June 28, 2024): 518–30. http://dx.doi.org/10.32347/2786-7269.2024.8.518-530.
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The article examines what imperatives and trends affect the marketing activity of construction participants and require its radical restructuring. A survey was conducted of thirty enterprises that are participants in investment construction projects (five enterprises are development companies, twelve are contractors, nine are design enterprises, and four are suppliers of construction materials), with the aim of identifying the main imperatives of their development and the introduction of innovative methods in operational and marketing activities. It was revealed that the main imperatives for the development of construction enterprises are the digitization of all business processes, orientation to environmental trends and the introduction of a flexible, adaptive system of interaction with consumers, as this provides an opportunity to promptly take into account their requirements and needs. It was found that all surveyed project stakeholders can and do use digital tools, social media platforms, and data analytics to refine their target audience, interact with diverse consumers, and increase awareness of environmental activities in the market. This underscores the need for investment and construction project participants to embrace global imperatives to transform marketing activities to remain competitive and relevant in a changing digital business environment. Consumers of construction products are the main stakeholders of investment and construction projects, who are really interested in obtaining housing of high quality, compliance with ecological standards and for the optimal price. Therefore, customer relationship management (CRM), implementing CRM systems to manage customer interactions, track leads, and improve communication throughout the project lifecycle is a must for building a successful developer marketing strategy. All surveyed businesses responded that, given the growing need for sustainability, they align their marketing activities with sustainability principles to meet consumer expectations.
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Abney, Alexandra K., Laurel A. Cook, Alexa K. Fox, and Jennifer Stevens. "Intercollegiate Social Media Education Ecosystem." Journal of Marketing Education 41, no. 3 (2018): 254–69. http://dx.doi.org/10.1177/0273475318786026.
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The popularity of social media among students and practitioners has encouraged marketing educators to find ways to incorporate social media into their classrooms. We offer results from an intercollegiate collaboration that provides an innovative learning environment through a social media education ecosystem. Participating students discuss current marketing topics with peers, marketing practitioners, and faculty to reinforce course concepts, improve learning perceptions, and increase professional communication skills and networking opportunities. An initial exploratory study provides a snapshot of Twitter analytics, illustrating the reach of students’ marketing-related discussions. Next, survey data collected from students show increased learning satisfaction and favorable behavioral intentions. Finally, tweets from the 12-week project were analyzed using Linguistic Inquiry and Word Count. Results suggest that participants improved their professional communication skills while using language that provokes greater cognitive processes. Implications for marketing educators and future directions for the project are also provided.