Перегляд за Автор "Garafonova, Olga"

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  • Ескіз
    Документ
    Development of an international marketing strategy for domestic enterprises during a state of war
    (2023) Kuznyetsova, Anzhela; Garafonova, Olga; Yankovoi, Roman; Zhosan, Hanna; Lomachynska, Iryna A.; Кузнєцова, Анжела; Гарафонова, Ольга; Янковой, Роман; Жосан, Ганна; Ломачинська, Ірина Анатоліївна
    This article aims to address the critical topic of developing an international marketing strategy for domestic enterprises during a state of war. The study examines the implications of such conditions for marketing activities and offers insights into how domestic firms can navigate international markets amidst challenges arising from war and geopolitical tensions. This research combines an extensive review of the literature with a systematic methodology for developing international marketing strategies. The methodology involves identifying key factors influencing financial risk, assigning appropriate weighting coefficients, evaluating individual indicators, and calculating a comprehensive indicator. This comprehensive approach enables enterprises to understand their financial standing and make informed decisions to navigate challenges during times of war. The study highlights the significant challenges that domestic enterprises face during a state of war, disrupting economic stability, altering market dynamics, and introducing unprecedented financial risks. Comprehensive calculations of the indicators reveal the different effects of financial risk on international marketing activities, which vary across indicator categories and years. The methodology provides valuable insights into developing optimal international marketing strategies based on the changing dynamics of financial risk. This research fills a gap in the literature by focusing on developing international marketing strategies specifically tailored to the unique circumstances of domestic enterprises during times of conflict. The systematic methodology for calculating comprehensive indicators and deriving strategies adds a novel dimension to the existing research on international marketing strategies. This study offers practical recommendations for domestic enterprises operating in regions affected by a state of war. The identified strategies, such as price leadership, market diversification, collaboration with local partners, retaining customer bases, and enhancing online sales, provide actionable insights for businesses seeking to maintain competitiveness and thrive in international markets.
  • Ескіз
    Документ
    Digitization process in a changing global environment
    (UIKTEN – Association for Information Communication Technology Education and Science, 2025) Garafonova, Olga; Dvornyk, Oleksii; Sharov, Volodymyr; Zhosan, Hanna; Yankovoi, Roman; Lomachynska, Iryna A.; Ломачинська, Ірина Анатоліївна
    This article aims to analyze modern technologies' impact on business process management approaches in the context of digitization and innovative management. Drawing on an extensive literature review, the study explores key themes such as the role of digital technologies in transforming traditional business practices, fostering innovation, and addressing market demands. The problem under investigation centers on the evolving nature of business process management in response to rapid technological advancements and the need for innovative strategies. The research is guided by the hypothesis that digitization and innovative management are critical drivers of efficiency, productivity, and competitive advantage in the contemporary business environment. A mixed-methods approach was employed to test this hypothesis, combining statistical data analysis, case studies of leading global and Ukrainian enterprises (including Amazon, Nova Poshta, and SoftServe), and regression modeling. The study sample includes data from eight enterprises and insights from 15 managers representing various industries. The results indicate that adopting digital technologies, such as artificial intelligence, blockchain, and IoT, significantly enhances business process automation, customer interaction, and organizational efficiency. The findings highlight notable growth trends in digital transformation indicators, including profitability, innovation output, and market competitiveness. Companies prioritizing digital innovations experience higher financial performance and adaptability in a dynamic market environment. This study underscores the implications of digitization for business process management, providing actionable insights for managers aiming to develop effective strategies for integrating digital and innovative practices. The research contributes to the theoretical understanding of digital transformation and offers practical applications for businesses seeking sustained growth and competitive advantage.
  • Ескіз
    Документ
    International experience in applying innovative financial management strategies for business revitalization in the post-war period in Ukraine
    (2023) Garafonova, Olga; Yankovoi, Roman; Zhosan, Hanna; Lomachynska, Iryna A.; Ananiev, Mykola; Dvornyk, Iryna; Гарафонова, Ольга; Янковой, Роман; Жосан, Ганна; Ломачинська, Ірина Анатоліївна; Ананьєв, Микола; Дворник, Ірина
    This article explores international experience in applying innovative financial management strategies for business revitalization in the post-war period in Ukraine. Special attention is given to the destruction of industrial and infrastructural objects, as well as the tactics employed by the russian military aggression aimed at undermining the country's economic potential and creating a humanitarian disaster. The article also analyzes the issue of financing the post-crisis development of enterprises in Ukraine and discusses various sources of funding such as development funds, grants, subsidies, and other financial instruments. However, further research is needed to propose an effective strategic model for revitalizing enterprises in the liberated territories, particularly in the southern part of Ukraine. The findings of this study will contribute to understanding and applying innovative financial strategies for business recovery in Ukraine after the war period, as well as developing effective approaches to support enterprises in the postcrisis period. This article sheds light on international experiences in employing innovative financial management strategies to revitalize businesses in post-war Ukraine. The insights gained from this research will contribute to understanding and implementing effective financial approaches for business recovery in the aftermath of war, as well as supporting the activation of entrepreneurship during the post-crisis period.