OPERATION OF BUSINESS, INDUSTRIAL ENGINEERING
Outsourcing – market participation reserve optimization of engineering enterprise
Sinyaev V.V., doctor of economic Sciences, associate Professor of the Department of marketing and logistics; General Director FSK «Valex»
Financial University under the Government of the Russian Federation, Moscow
Abstract: The article examines the usage of outsourcing as a reserve for total cost optimization and the work quality improving. For the first time the complex outsourcing structure is revealed, highlighting marketing outsourcing services content, legal outsourcing, HR outsourcing, logistics outsourcing. Thus, it is noted that modern outsourcing contributes to the elimination of corporate functions duplicating in customers’ organization, tax base reducing, total costs optimizing. Revealing the interaction system contents between the customer and the outsourcer, the author focuses on the importance of taking into account the partnership quality parameters and factors. The article shows the advantage of cooperation with the outsourcer in order to achieve the synergistic effect from the market participation results.
Keywords: outsourcing, outsourcer, reserve, quality, marketing, integrated outsourcing, engineering, market, sector, service
INNOVATIVE INVESTMENT ACTIVITY
Management decisions on intelligent product of engineering promotion in target sale segment
Sinyaeva I.M., doctor of economic sciences, professor at the Department of Marketing and Logistics
Financial University under the Government of the Russian Federation, Moscow
Abstract: The article reveals innovation policy in the engineering sector, highlighting the intellectual products market modern trends. In logical sequence management decisions on intellectual product promotion in a target sale segment with disclosure of commercial system creation and entry plan development importance within market participation philosophy are opened.
Keywords: innovation, intellectual product, commercial system, machine-building complex, entry plan, management decisions, target sale segment, market participation philosophy
Information technologies application in innovation projects promoting
Rozhkov I.V., PhD, associate professor Marketing and Logistics Department, a member of the Guild of Marketers
Financial University under the Government of the Russian Federation, Moscow
Abstract: The article considers the actual problem of domestic innovations promotion. The article deals with measures to innovative start-ups support both at the state and the private levels. The article identified the modern marketing trends that involve joint work of the author’s innovation business idea and its potential consumers. In conclusion the author studied the possibility of fundraising and crowdsourcing techniques usage in innovative start-up projects promoting.
Keywords: start-up, start-up accelerator, Marketing 3.0, innovation, crowdsourcing, fundraising
Theoretical basis of the economy re-industrialization in the context of the industry’ system innovative modernization
Golov R.S., doctor of economic sciences, professor, Director of Management, Economics and Social technologies Institute
Moscow Aviation Institute (National Research University), Moscow
Mylnik A.V., candidate of economic sciences, associate professor at the department of Energy service and energy saving management
Moscow Aviation Institute (National Research University), Moscow
Prokofiev D.A., postgraduate at the department of Energy service and energy saving management
Moscow Aviation Institute (National Research University), Moscow
Abstract: The article is devoted to research of the economy re-industrialization theoretical bases of reindustrialization formation as the unified system way of industry innovative development in the developing economic crisis conditions and adopted by the state leadership import substitution policies. The authors carried out preconditions reindustrialization analysis, which is opposed to the de-industrialization phenomenon – the industry destruction and degradation. In the framework of the reindustrialization theoretical foundations developed by the authors its implementation requires organizational and structural, economic, innovative, technological, technical, personnel and intellectual enterprises’ development directions, each of which has consistently considered in the article.
Keywords: economic crisis, de-industrialization, personnel shortage, equipment depreciation, re-industrialization, modernization, innovation clusters
ENERGY SAVING AND ENERGY EFFICIENCY
Engineering enterprises’ competitiveness improving by transition to private power supply
Ilysheva M.A., candidate of Economic Sciences, associate professor (Department of Marketing)
Ural Federal University named after the first President of Russia B. N. Yeltsin, Ekaterinburg
Detkov A.A., candidate of Economic Sciences, Senior Lecturer (Department of Statistics, Econometrics and Applied Informatics)
Ural Federal University named after the first President of Russia B. N. Yeltsin, Ekaterinburg
Lapshina S.N., candidate of Engineering Sciences, associate Professor (Department of Systems analysis and decision making)
Ural Federal University named after the first President of Russia B. N. Yeltsin, Ekaterinburg
Abstract: Competitiveness and financial stability growth is a major challenge for any business. The ability to win the price competition by reducing costs – the main reserve for increasing profits. The possibility of enterprise’s cost reducing at the energy component expense in the transition to its private power supply is considered. Comprehensive solution of the enterprise’s electric energy optimization problem is the Autonomous mini-CHP (combined heat and power) establishment. Mini-CHP construction increases the power supply reliability, provides non-volatility, reduces energy costs and increases business competitiveness in general.
Keywords: price competition, profit optimization, cost analysis, energy independence
MARKETING, SALES APPROACH
Development of branding technology on industrial markets
Zaharenko I.K., candidate of economic sciences, associate professor at the Department of Marketing and Logistics Financial University under the Government of the Russian Federation
Financial University under the Government of the Russian Federation, Moscow
Abstract: The relevance of the chosen subject was predetermined by the problems arising in the crisis conditions in the industrial markets when consumer requests, consumer loyalty and, as a result, brands capitalization decrease. The brand role as a basis for the company’s sustainable competitive advantages achievement increases in these conditions. To the fore there are issues that are aimed at building longterm relationships through active interaction between producers, consumers and business partners. In the article the author’s technique of brands identity formation on industrial market is offered, the principles of long-term partnership branding relations are formulated. The proposed principles of brands interaction on industrial markets will allow to use resources brand partners capabilities more effectively for strengthening their market positions.
Keywords: industrial brands, brand identity, interaction marketing, relationship marketing, unique competitive advantages, co-branding, ingredient branding, B 2B branding strategy
Segmentation technology features for production markets
Karasyov A.P., candidate of economic sciences, associate professor, head of the Department of Marketing and Logistics
Yaroslavl branch of Financial University under the Government of the Russian Federation, Yaroslavl
Abstract: Main objective of this article is consideration of popular marketing technology of market research – segmentation. At the beginning of article the description of this technology is made: the concept of market segmentation is given and its benefits are shown, carrying out process is considered. On the basis of the comparative buyers’ behavior analysis at the consumer and industrial markets segmentation features for the market last type have been revealed. Distinctions in segmentation technology concern the applied signs, segments allocation methods, information and obtaining sources collection technology. Also for the industrial markets segmentation has two levels, and the large role is played by expert evaluations.
Keywords: market segmentation, consumer markets, industrial markets, segmentation signs, consumers
Business implementation of social marketing projects in instability conditions
Kozlova N.P., candidate of economic sciences, associate professor at the Department of Marketing and Logistics
Financial University under the Government of the Russian Federation, Moscow
Abstract: On the example of the industry’s enterprises research conducted by the author to analyze the economic crisis impact on the activity, directions and priorities of the social marketing projects implementation through philanthropy. It is revealed that with the crisis development many companies are forced to reduce their charitable budgets or to pass from simple funds donations to assistance in the development of new professions, advice, job creation, etc. Conclusion according to the analysis results: vast majority of entrepreneurs consider the social marketing projects implementation as an opportunity to demonstrate the business sustainability and company’s reputation strengthen.
Keywords: social marketing, philanthropy, social responsibility, business, respondents, survey, crisis
Marketing management in the venture business: current aspects
Balova S.L., candidate of economic sciences, associate professor at the Department of Marketing and Logistics
Financial University under the Government of the Russian Federation, Moscow
Abstract: In modern conditions of market economy recession innovative strategy development represents one of the most progressive and risk entrepreneurship forms. Effective marketing management in the venture entrepreneurship sphere is determined by constructive management decisions of knowledge-intensive products promotion for the purpose of companies’ competitive advantage ensuring. The international scitech cooperation is one of the major factors promoting innovative venture activities activization in Russia.
Keywords: venture business, venture capital, venture capital investment, venture capital fund
Emotional management as a new marketing tool in turbulent economy
Kalinina M.A., candidate of economic sciences, associate professor at the Department of Marketing and Logistics
Financial University under the Government of the Russian Federation, Moscow
Rodionova M.E., candidate of sociological sciences, Associate Professor at the Department of Applied Sociology, Deputy Head of Research & Development Planning & Support
Financial University under the Government of the Russian Federation, Moscow
Abstract: In the conditions of turbulence and instability, when the patterns of customer’s behavior change very often depending on effective demand and customer’s priorities, sales technique methodology is becoming extremely important. P. Kotler proposed and developed a product or services three level analysis model that represents sales techniques on different levels according to the market maturity and customer’s behavior. Nowadays the new emotional level is coming extremely important, when the customer is involved more and more to the production-sales process, and as a sequence, has an ability to fulfill the right decision, satisfying it’s and seller’s needs (win-win strategy).
Keywords: three level product analysis, sales technique, emotional level, win-win strategy, engagement model
Role of innovation in automotive companies’ marketing activities
Karpova S.V., Doctor of Sciences, Professor, Head of the Marketing and Logistics Department
Financial University under the Government of the Russian Federation, Moscow
Abstract: The article discusses the innovation processes management as an important component of the automotive companies marketing management theory and practice. It is determined that the most important while implementing innovations on the market is the innovative marketing strategic directions introduction through the innovations penetration strategy development in the market using brand technologies and disruptive innovation models. The usage of the two main alternatives when searching for new business areas as the existing market share determination through sustained innovation and the disruptive innovation that will create new markets is justified; their shortcomings are highlighted
Keywords: innovation process, innovations, innovative marketing, unique idea, unique selling proposition, brandtechnologies, disruptive innovation models, disruptive technologies, brand, creativity, sustaining innovations
Marketing strategic development concept of the automotive industry in the municipalities
Klimov D.V., candidate of economic sciences, associate professor of Marketing and Logistics Department
Financial University under the Government of the Russian Federation, Moscow
Abstract: In article the interrelation of the municipalities’ marketing strategic development concept of with development of its separate structures and industries is revealed. It is shown that territorial marketing is directed to municipalities’ competitive advantages detection for the investment attraction purpose giving the maximum yield in economy priority sectors and also for attraction of highly professional personnel resources which will allow municipality to develop steadily. Two directions of territorial marketing are proved: the developed infrastructure creation for target audience attraction and favorable image formation with the expressed identity and specificity. Strategic development experience of automotive industry in the Kaluga region is considered.
Keywords: municipality, territorial marketing, strategy development, competitive advantage, competition, marketing solutions, marketing tools
EDUCATION AND PERSONNEL TRAINING
Role and infl uence of russia’s leading higher education institutions on the industrial complexes’ scientifi c and technological development
Vorobyeva E.S., candidate of Economic Sciences, Associate Professor at the Department of Economics, Finance and Management
Seversk Technological Institute of National Research Nuclear University «MEPhI», Seversk.
Krakovetskaya I.V., candidate of Economic Sciences, Associate Professor at the Department of Management
Tomsk Polytechnic University, Tomsk
Abstract: The paper deals with the principal world tendencies in the national educational systems’ development and the current top-of-the-agenda trends, the most urgent of which is activation of the science, education and production integration processes. The most radical form of science, higher education and industry integration in the world are the so-called research universities carrying out fundamental and applied research and training specialists. The authors present a model of the leading research universities contribution into the national hi-tech companies’ development, clearly demonstrating the science, education and production integration process, which determine the educational institutions flexibility and their adaptation to the dynamic, mutative environment. The authors analyze the role of a company as an employer in the process of training highly-qualified and competitive staff for economy hi-tech branches and present the main interaction directions with the industrial complexes, including those within the university system of training specialists for science-intensive production companies.
Keywords: higher educational institutions, universities, industrial complexes, education, marketing, research, integration, funding, staff training.
Competitive advantages of higher education specialized accreditation
Pyshkin A.N., Head of Academic programs evaluation center
Russian Presidential Academy of National Economy and Public Administration, Moscow
Abstract: The article summarize previous findings of the author on accreditation mechanism and its influence on the target audience. Specialized accreditation have positive long-term effect on the University’s brand, leads to attractiveness for qualified faculty, allows to rise prices and decrease the fluctuation of the number of prospective students. In addition, it positively affects the expert perception of the University.
Keywords: accreditation, recognition, higher education quality, competitiveness, development
Positive image features of rating higher education institutions and its formation mechanisms
Ivanova Yu.O., postgraduate student.
Financial University under the Government of the Russian Federation, Moscow
Abstract: In the article the positive image features of rating higher education institutions, their competitiveness on the educational services markets are considered. The factors of rating higher education institutions attractiveness while their choice by educational services consumers of are determined. The model attractiveness factors usage in the ratings calculation based on an objective assessment results is formed. The organizational and marketing mechanisms of a positive image formation for rating higher education institutions that will concentrate resources in areas that bring the university a maximum economic effect are suggested and described.
Keywords: image, rating, positive, higher education institution, mechanism