Title of the R&D project: Management of Enterprise Competitiveness Based on Innovative Marketing (0119U100250)
Project leader: Danko Yurii Ivanovych, Doctor of Economic Sciences, Professor
Implementation period: January 1, 2019 – December 31, 2022
Funding amount: 2,100 thousand UAH
The research systematized the problems and causes behind the lag of domestic enterprises under modern market conditions. It identified the consequences of the deepening trend of such lag. Publications resulting from the project include 2 articles in Web of Science, Scopus, and/or Index Copernicus databases, 4 in professional and/or foreign journals, and 1 in an international monograph. The research team also presented findings at 4 conferences.
The scientific novelty lies in the improvement of a methodological approach to assessing the effectiveness of competitive advantage utilization and determining the competitive status of agricultural enterprises by region. This assessment was based on the use of general indicators (agricultural output, labor productivity in agricultural enterprises, crop areas, capital investment in agriculture) and specific indicators (yields of grain and legumes, sugar beet, sunflower, average daily weight gain in cattle, average milk yield per cow).
Based on these calculations, a matrix of leaders and outsiders in the agricultural sector across Ukrainian regions was formed. The research also led to the development of a proposed mechanism for achieving competitive advantages. This mechanism may include elements of organizational, incentivizing, supportive, and outcome-oriented impacts, each with its own methods of implementation.
The study enables the selection and application of the most effective tools, methods, and forms of innovative marketing to manage the competitiveness of domestic enterprises, taking into account their existing potential and current global development trends. It allows Ukrainian enterprises to reasonably manage market-oriented, innovation-driven production and sales activities and to develop and implement effective strategies for proactive innovation development.
Some project results were implemented by the Limited Liability Company “MOLOKO VITCHYZNII” under Agreement No. 1706/KM19/3. A range of services was provided to train company employees in marketing communications, research, and strategic planning.
