Percorrer por autor "Shcherbik, Olena"
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- Research of marketing potential of Ukrainian startup projectPublication . Shcherbik, Olena; Fernandes, Paula O.; Herasymiak, NeliaThe main purpose of this work is to research marketing potential of Ukrainian social startup project public restaurant «Urban Space», to choose and justify marketing potential evaluation model, that will have further application and making setting recommendations based on it. In the empirical part, for the comprehensive diagnostics of marketing potential of investigated startup project the data was collected from official website, and by sending a personal request to the social startup project public restaurant «Urban Space» for getting experts evaluation of marketing potential. Evaluation of the marketing potential was carried out in dynamics in 2017 and 2018 years. To determine the marketing potential were chosen Batova and Krilova (2016) model. The additive-multiplicative model were used for calculation of the area of polygons, constructed on the basis of the values of complex marketing potential indicators. The level of the marketing potential of startup project in 2017 was characterized as low (0.59). By 2018, the public restaurant «Urban Space» reached an average level of marketing potential (0.85). Were concluded that, marketing department in general, functions quite successfully, however, not afford to realise of all opportunities provided by the external environment and not achievement of all goals. Based on the evaluation results of marketing potential within a specific goal, for implementation goal «increase of market share» public restourant has a low level of marketing potential (0.58), for implementation goal «customer retention» public restourant has an average level of marketing potential (0.63). Therefore was recommend a number of factors for actively contributing of customer retention.
- Research of marketing potential of Ukrainian startup projectPublication . Shcherbik, Olena; Fernandes, Paula Odete; Herasymiak, NeliaThe main purpose of this work is to research of marketing potential of Ukrainian social startup project public restaurant «Urban Space» to choose and justify a marketing potential evaluation model that will have further application as well as setting recommendations based on it. The data was collected from official website «Urban Space» and from experts evaluation of marketing potential. To determine the marketing potential were chosen Batova and Krilova (2016) model. The level of the marketing potential of «Urban Space» within a general goal in 2017 was low (0.59). By 2018, was reached an average level of marketing potential (0.85). Based on the evaluation results of marketing potential within a specific goal, for implementation goal «increase of market share» the level of marketing potential is low (0.58), for implementation goal «customer retention» is an average level of marketing potential (0.63). Therefore, was recommend a number of factors for actively contributing of customer retention.