Management and Marketing

У монографії проаналізовано проблеми розвитку індустрії
туризму та гостинності в Україні, зосереджено увагу на
інноваційній діяльності у сфері туристичного та готельноресторанного бізнесу. Запропоновано вектори сталого розвитку
туризму й гостинності, окреслено напрями формування та розвитку
національного туристичного продукту, проаналізовано світову та
вітчизняну практику розвитку інклюзивного туризму,
запропоновано організаційні, соціально-економічні та маркетингові
важелі розвитку індустрії туризму та гостинності, які уможливили б
ефективне управління в галузі, забезпечуючи підвищення
ефективності та конкурентоспроможності вітчизняної економіки
загалом.
Монографію адресовано ученим, викладачам, студентам,
аспірантам, усім, хто цікавиться питаннями розвитку індустрії
туризму та гостинності.
Автори статей відповідають за достовірність і вірогідність
викладеного матеріалу, правильне цитування джерел та посилання
на них.

The article analyses firms’ behaviour in the market in conditions of competitive interaction. The competitive strategies and conditions for their implementation are explored. The authors show that strategies used by business structures can be friendly or hostile in view of market niche capacity, market profitability and consumer needs volatility. The authors deny the impossibility of one competitor domination in the market, since the desire to maximize profits and competitive behaviour harmonization can lead to the elimination and prevention of market competition. The conditions under which an enterprise will seek to leave a niche and create a new one, in which there will be no competition as such, are determined. Based on the interrelation of "disadvantages-motives-needs- demand", the authors establish the interconnection between consumer demand and company’s tasks creation, which have to be performed to consolidate the position in the occupied market niche.

The purpose of the study was the investigation of the relationship between psycho-emotional lability and the development of addiction to adaptogens at the physiological level. Variants of abuse of certain adaptogen types were simulated, which helped to deepen the understanding of the physiological basis of the negative influence of stress-limiting action of adaptogens in the context of the development of addiction. The study allowed to reveal the essential role of psychological causes in the development of psychophysiological addiction to adaptogens. The basis was taken data on the positive effects of adaptogens on the body and the presence of a specific contingent of individuals transition to the degree of excessive use non-food adaptogens in everyday life.

Анотація. Виконано аналіз шляхів реалізації пріоритетів соціальної спрямованості в проектному менеджменті. Показано, що для забезпечення соціальних пріоритетів у проектній діяльності слід орієнтуватись на побудову коректної моделі продукту та на дотримання етичних норм і засобів управління ресурсами в умовах наявних обмежень, що дозволить гарантувати дотримання принципів соціальної відповідальності бізнесу. Вирішення цих завдань лежить у площині удосконалення принципів формування компетенцій соціальної спрямованості у проектних менеджерів.

The specialized literature in marketing of Trade Shows reclaims more research driven to identify the determinants of the exhibitor performance in-show and its consequences. Also, more research able to offer confidence about the generalization of the issues. The objective of this research is to confirm a structural model on exhibitor performance and its effects on loyalty based on . The empirical context is Smagua ( ) trade show. The results confirm the measurement model and the structural relation between the variables included in the model. So, it allows conclude the viability of the model in other contexts. Moreover, the results provide useful information for exhibitor and organiser management. Among other, one of the derived implications is the low influence of the well activities in the formation of the exhibitor performance. This fact support the real version of trade shows as social and business networks.

Кандидат технічних наук, доцент кафедри інформаційних технологій проектування в машинобудуванні, ORCID: 0000-0002-9160-5982 Одеський національний політехнічний університет, Одеса Дмитренко Катерина Миколаївна Асистент кафедри управління системами безпеки життєдіяльності, ORCID: 0000-0002-3307-6410 Одеський національний політехнічний університет, Одеса ПРІОРИТЕТИ СОЦІАЛЬНОЇ СПРЯМОВАНОСТІ ПРОЕКТІВ У КОНКУРЕНТНОМУ СЕРЕДОВИЩІ Анотація. Виконано аналіз шляхів реалізації пріоритетів соціальної спрямованості в проектному менеджменті. Показано, що для забезпечення соціальних пріоритетів у проектній діяльності слід орієнтуватись на побудову коректної моделі продукту та на дотримання етичних норм і засобів управління ресурсами в умовах наявних обмежень, що дозволить гарантувати дотримання принципів соціальної відповідальності бізнесу. Вирішення цих завдань лежить у площині удосконалення принципів формування компетенцій соціальної спрямованості у проектних менеджерів.

The main objective of the research is to investigate the relative information content of complementary and supplementary narrative commentaries in UK interim reports. The study also examines the relative importance of complementary and supplementary narrative attributes. The subsidiary objective of the study is to investigate incremental information content of complementary and supplementary narratives. The study used 309 interim reports of 103 companies for the years 2005 to 2007. The returns used were daily market adjusted cumulative abnormal returns ±5 days around the announcement of interim reports. The disclosure index method was used to capture complementary and supplementary information using disclosure variety (number of information items) and disclosure depth set of attributes (good news, amounts and comparison of current with past performance, reasons for performance and forward-looking). The control variables included financial performance measures of dividend yield, earnings per share and total assets. Event studies based multiple regression models were used to measure information content. The findings in respect of the main objective indicate that supplementary narratives had higher but insignificant information content than complementary narratives for the model based on disclosure variety. However, when disclosure depth is used, complementary narratives have higher and significant relative information content than supplementary narratives. The results also show that complementary good news, complementary amounts and comparisons of current with past performance and complementary reasons for performance were associated with returns unlike their respective counterparts in supplementary narratives. Both complementary and supplementary forward-looking attributes were not associated with returns. The results of the subsidiary objective suggest that the disclosure variety model combining complementary and supplementary narratives when compared with the disclosure variety model having supplementary narratives does not have a significant difference. All TABLE OF CONTENTS

The purpose of this study was to develop an evaluation of the cost and benefits of applied cosmetics industry marketing best practices in Kenya. The study was guided by the following research questions; what are the commonly applied marketing strategies in the Kenyan cosmetics industry? What are the cost implications of the applied marketing strategies in the Kenyan cosmetics industry? And what are the gained benefits of the applied marketing strategies in the Kenyan cosmetics industry? viii DEDICATION I dedicate this work to my dear parents, my loving wife Geetanjali Thakur, my very awesome children Ms Sanskriti Thakur and Siddhant Thakur, and my great friends Mr

The paper is devoted to the current issue of 2020 on the impact of the COVID-19 pandemic on the tourism industry in general, Azerbaijan in particular, and overcoming this crisis, taking into account the main aspects and goals of sustainable development. The primary purpose of the article is to form recommendations for compliance with the goals of sustainable development in the tourism industry of Azerbaijan with the levelling of events caused by the influence of COVID-19. A review of the scientific literature concluded that the issue of tourism marketing in crisis conditions is always complicated and multifaceted. The development of the tourism sector is a positive change for the host countries, which helps to solve problems in other areas of the economy. During the preparation of the material, a marketing survey of Azerbaijani citizens was conducted to study the potential impact of COVID-19 on the tourism industry. The analytical method of the article analyzes the goals of sustaina...

Mobile phone display market has been growing significantly from the last decade but with the introduction of smartphone, this market has outburst all the previous figures and currently growing with the rapid speed. As the demand for the smartphones are increasing, the market for the displays is also increasing simultaneously. The One plus smartphone  has  ushered  in  a  new  generation  of  mobile  Internet  devices. The speed of information processing is accelerating,  and  real-time  communication  is  becoming  universal  and  is  no  longer constrained by time and space. Through its ripple effects, the One Plus smartphone makes it possible for people to realize a genuinely ubiquitous life in a variety of areas, such as business, education, social interaction, and leisure. In this paper, I investigate the South Korean market analysis on One Plus smartphone market by analyzing its growth and the competitive situation. Based on these analyses, I discuss the macro market analysis, Competitive analysis and  One Plus’s mission and capabilities

This study is intended to examine the problems in MSMEs in East Kalimantan. This study uses survey techniques by distributing questionnaires, then the data or information obtained is processed by statistical methods using the PLS Warp software. The data analysis method uses PLS (Partial Least Square). The number of questionnaires distributed as many as 320 respondents according to the number of samples in this study with the process of taking a simple random sampling data. The results showed that: Product innovation had no significant negative effect on customer satisfaction, product quality had a significant positive effect on customer satisfaction, CRM had a significant positive effect on customer satisfaction, product innovation had no significant negative effect on competitive advantage, product quality had a significant positive effect on excellence competitive, CRM has a significant positive effect on competitive advantage, product innovation has a significant positive effect ...

Although several studies have analyzed how entrepreneurial capability and cultural diversity affect SME performance, this study aims to demonstrate the effect of a range of entrepreneurial capabilities and cultural diversity on small and medium-sized enterprises (SME) performance. The study involved the analysis of 200 questionnaire-based SME owner-manager surveys within Kumasi metropolis, Ghana, influenced by the Partial Least Squares Structural Equation Modeling (PLS-SEM) technique. The study found that there is a significant positive correlation between cultural diversity and entrepreneurial capability, cultural diversity and SME performance, entrepreneurial capabilities and SME performance. These findings contribute to an empirical study comparing entrepreneurial capability and cultural diversity on Ghanaian SME performance. Further recommendations are made for SME managers, policy makers and future researchers.

The significance of this study is derived from instability situations faced by various markets, particularly in the transport and logistics sectors, and the necessity to ascertain methods for their future advancement. The aim of this paper is to determine transformative modifications in the fundamental principles of strategic management for companies engaged in transport and logistics markets. In the course of the research, various methods were employed, including generalization, system analysis, abstract-logical method, systemic approach, analysis and synthesis method, graphical method, induction, deduction, comparison and systematization method, expert analysis, and selective observations. As a result, the authors identified the prerequisites for the transformation of unique and oversized air carriers into 3PL (Third-Party Logistics) operators, which are divided into the following blocks: needs, threats and risks, and product uniqueness.

Рассмотрены обязанности, полномочия и функции туроператоров и туристических агентств, отмечены их преимущества и недостатки. Проанализированы общие показатели туроператоров и туристических агентств, действующих в Азербайджане, исследована динамика внутренних и зарубежных поездок граждан Азербайджана, а также количество иностранцев, путешествующих по территории Азербайджана.

В статье рассматриваются концептуальные подходы к определению воспринимаемого качества транспортной услуги, оказываемой общественным транспортом в городе Москве, в частности рельсовым транспортом: метро, Московским центральным кольцом и пригородными электричками во внутригородском сообщении. Предлагается разработанное авторами определение понятия воспринимаемого качества транспортной услуги. Анализируются основные показатели качества транспортной услуги, двух-и четырехступенчатая модели ее качества, а также пятиступенчатая модель маркетинга услуг, которая адаптируется к услугам внутригородского рельсового транспорта. Организаторы перевозок пассажиров уделяют большое внимание развитию общественного транспорта Москвы в целом, а также повышению качества обслуживания на всех видах транспорта, включая рельсовый. Для этого используется как чисто технический подход, так и новейшие технологии управления (интеллектуальные системы, используемые для планирования и организации перевозок). Тем не менее маркетинговый подход (или изучение воспринимаемого пассажирами качества транспортного обслуживания) пока еще недостаточно изучен. Он позволяет не только оценивать качество процессов оказания услуги, что, безусловно, важно, но и проводить массовые исследования потребителей транспортной услуги для выявления их отношения к качеству обслуживания по определенным параметрам комфорта, безопасности, информированности и др. Ключевые слова: рельсовая система общественного транспорта, маркетинг услуг, показатели качества услуг, техническое качество, функциональное качество, воспринимаемое качество транспортной услуги.

Indonesian local brand is lack of brand awareness among Indonesian consumers. One of the local brands that lack of brand awareness is white tea brand. White tea makers in Indonesia meets the issue of absence of innovation in packaging, shopper awareness and frailness in quality. This research aims to test whether product empowerment and brand awareness will influence the interest in buying white tea products with unique packaging as intervening using partial least square as method in data analysis. Data collection uses questionnaire involving 50 consumer samples of white tea brand in Bandung, West Java. This research shows that the uniqueness of packaging has proven to be intervention between brand awareness and empowerment in product, affects or influences the consumer purchasing interest of white tea brand in Bandung,

Indonesian local brand is lack of brand awareness among Indonesian consumers. One of the local brands that lack of brand awareness is white tea brand. White tea makers in Indonesia meets the issue of absence of innovation in packaging, shopper awareness and frailness in quality. This research aims to test whether product empowerment and brand awareness will influence the interest in buying white tea products with unique packaging as intervening using partial least square as method in data analysis. Data collection uses questionnaire involving 50 consumer samples of white tea brand in Bandung, West Java. This research shows that the uniqueness of packaging has proven to be intervention between brand awareness and empowerment in product, affects or influences the consumer purchasing interest of white tea brand in Bandung, West Java, Indonesia.

The issue of the commodity aspects of assessing the quality of furniture products for children is investigated. The processes and factors of forming their operational and safety characteristics and quality requirements are analysed. A study of safety and harmlessness indicators and the content of harmful substances in the investigated models of children furniture is conducted. Promising areas of improvement of regulatory documents that regulate the requirements for the children intended furniture are outlined. The respective interested organizations and institutions were recommended to strengthen control over the movement of raw materials and finished furniture products into Ukraine, as the most of the goods is still coming in smuggled.

Стаття присвячена висвітленню проблеми розвитку сфери туризму держави Ізраїль в умовах постійних військових конфліктів. Ця ситуація поглиблюється через економічні негаразди, обумовлені COVID-19. Зазначено, що в світі та регіоні Європа, який є основним постачальником туристів до Ізраїлю, після зняття заборони на подорожі, фіксується тенденція швидкого відновлення туристичних потоків. Висвітлено досвід Ізраїлю з відновлення сфери туризму у 2021-2022 р. Основні увага уряду була зосереджена на підтримці внутрішнього ринку, який виступив стабілізатором сфери туризму. Зазначено, що метою подорожей іноземних відвідувачів до країни є: відвідання друзів та родичів, огляд визначних пам'яток, паломництво, відпочинок. Значна увага приділена необхідності підтримці як традиційних видів туризму, так і створенню нових туристичних пропозицій з активними засобами пересування для окремих категорій відвідувачів. Ключові слова: сфера туризму, військовий конфлікт, туристичні ресурси, актуальні види туризму. The article is devoted to the problem of development of tourism sphere in the state of Israel in the conditions of permanent military conflicts. This situation is aggravated by economic disadvantages caused by COVID-19. It is noted that the world and the region of Europe, which is the main supplier of tourists to Israel after the lifting of the travel ban, recorded a trend of rapid resumption of tourist flows. The aim of the study is to highlight Israel's experience in restoring the tourism sector in 2021-2022. The main methods of research were analysis and synthesis of collected information, method of generalization, statistical forecasting. The Central Bureau of Statistics of Israel records that each case of worsening military conflict deprives the state of every fourth tourist and more than half a billion dollars. In 2019, Israel hosted 4.55 million foreign visitors. In 2021, after the world travel ban, recorded only 0.396 thousand foreign visitors, so the main focus of the state government was to support domestic tourism. Specifically, the domestic market acted as a stabilizer for the country's tourism sector. The structure of foreign tourist flow for 2019, which is a record number of foreign visitors, was analyzed. It was found that the main countries of tourists are the U.S. and European countries. Ukraine is in the top 10, sending more than 130 thousand visitors. It is noted that the purpose of travel of foreign visitors to the country are: visiting friends and relatives, sightseeing, pilgrimage, rest. The state constantly paid attention to supporting the hotel sector and the air transport sector. Projects were implemented to support and modernize the market (the creation of "green islands of tourism"). Significant attention was paid to the development of both traditional types of tourism and the creation of new tourist offerings with active means of transportation for certain categories of visitors. Among the innovative types of tourism-eco-tours held in the mountains and deserts, the development of recreation at the hot springs and therapeutic mud of the Dead Sea, recreation and water sports (diving) on the coast of the Red and Mediterranean Seas.

Островська Христина Віталіївна здобувачка вищої освіти факультету туризму Прикарпатський національний університет імені Василя Стефаника, Україна Анотація. В статті узагальнено основні підходи до визначення винного туризму як перспективного напрямку на ринку туристичних послуг. Виокремлено два підходи до класифікації-тематичний та спеціалізований. Розглянуто основні компоненти винного туризму та його специфічні риси. Зроблено висновки про інноваційність винного туризму в умовах України, котрий може забезпечити комплексний розвиток дестинації, збереження і підвищення ефективності використання культурної спадщини, диверсифікацію виробничої діяльності у сільській місцевості, покращення інвестиційного клімату.

Research on Marketing and Entrepreneurship has been developing for years, even now. Entrepreneurial Marketing (EM), was born from the practice of companies operating in conditions of uncertainty and emerged as a compelling alternative to overcoming the declining effectiveness associated with traditional marketing practices. In this article, the author provides a comprehensive review of the type models, frameworks, dimensions, and definitions. In total, three types of research interest: first, related research related to the range of the development of the concept of EM type models and EM frameworks, second, to explore the development of EM dimensions, the third to explore the comparison of definitions, the difference between EM and traditional marketing in EM research in the last ten years.

The research aims to identify and systematize thematic directions and creative formats of content used in brand communications on the TikTok platform. 112 videos, each receiving more than 1 million views, from 25 Ukrainian companies were selected for analysis.
As the study results showed, videos on behalf of brands in TikTok can be conditionally divided into three categories: entertaining, useful tips, and educational. Simultaneously, entertaining videos related to humor, jokes, pranks and coverage of life situations make up more than 90% of all content. In turn, it is possible to single out the most common formats of entertaining videos that companies use for marketing purposes. Among them are sketches, street polls, and challenges that are based on game mechanics and work effectively to attract viewers.
The recommendations developed as a result of the research relate to companies' search for their own star column, which provides the largest number of contacts and interaction with stakeholders, and methods of humanizing content, which ensures the right tone of voice. Comprehensibility, dynamism, and triggering of the video are the essential characteristics that correspond to the algorithms of TikTok promotion, providing viral effects and increasing the number of views and
audience engagement indicators.
It was concluded that the TikTok platform helps implement the communication strategy of brands aimed at building long-term relationships with stakeholders, creating conditions that contribute to the formation of desired consumer behavior, and can be successfully used as a
source of lead generation and organic traffic to stimulate sales.

La calidad del servicio al cliente se ha convertido en uno de los factores de mayor relevancia en toda empresa. Este estudio descriptivo y transversal con enfoque cuantitativo tiene como objetivo caracterizar el servicio de las empresas de cosméticos en el Ecuador, se sistematizó a través de los métodos de investigación analítico-sintético, análisis de contenido y estadístico; la información fue obtenida mediante la técnica de encuesta. Entre los principales resultados están la satisfacción de los clientes con la gestión de los servicios de las empresas de cosméticos, caracterizado por la disponibilidad de los productos de belleza, la atención y los contactos que se establecen a los usuarios, la rapidez y eficacia en la solución de los problemas, la calidad de los catálogos de venta y el embalaje, y una eficiente gestión de marketing.

The paper investigates the applicability of theory of planned behavior (TPB) with special emphasis on measuring the direct and moderating effects of subjective norms 012 attitude, perceived behavioral control and buying intention in context of buying organic food.Structured questionnaires were randomly distributed among academic staffs and students of two universities in Southern Punjab, Pakistan.Structural Equation Modeling was employed to test the proposed model fit. Results of the study showed that subjective norms significantly moderate the relationship between attitudes and buying intention as well as between perceived behavior control and buying intention. Furthermore, subjective norms significantly influence attitude towards buying intention.The paper provides useful insights for the academics and marketers:Academics may further explore the role of subjective norms in order to have a better understanding of their effects on component of TPB.Whereas, marketers can target the o...

Many business decisions which use accounting information are made under conditions of uncertainty and are biased, in part, on relative gains and losses. Therefore, accounting settings appear to be a particularily appropriate setting to test the predictions of prospect theory. To date, little accounting research has been conducted which has used prospect theory as its theoretical foundation. Using a discount period decision under risk, practicing accountants were asked to indicated he likelihood of making an inventory payment. The results of the study provide limited support fo prospect theory propositions. It also is interesting that the perceptions of and ethical conflict by subjects significantly impacts the likelihood assessments made by the subjects.

специфіку творчої діяльності у проектних колективах. Висвітлено особливості фемінної і маскулінної логічних систем в контексті «творчої поведінки» (відповідно до National Competence Baseline, NCB). Запропонована модель творчих завдань у процесах управління проектами (відповідно до A Guide to the project management body of knowledge, PMBOK). Описана динаміка застосування творчої роботи на різних фазах життєвого циклу проекту. Зазначено, що найбільша потреба у креативності існує на фазі «ініціація» і «планування», а її специфіка проявляється у бізнес-процесах і міститься у «кишенях творчості». Запропонований гендерний фокус креативної компетенції проектного менеджера дає можливість застосовувати фемінні і маскулінні когнітивні стилі для ефективної роботи команди на усіх фазах проекту.

The beginning of development of Kazakhstani business education dates back to the end of the 80s – beginning of the 90s of the XX century. Along with the achievements in the sphere of business education, there are key issues that hampers the development of business schools and have an impact on the learning outcomes and the quality of business education in general. This article reviews the stages of development of business education in Kazakhstan and explores key issues in this sphere. Furthermore, the author suggests a series of systematic measures to strengthen the capacity of business education in Kazakhstan and gives the examples of contribution of Almaty Management University in this sphere.

India is known for cherishing its stars and more populace of youth. The instrument of celebrity endorsement underwriting has these days turned into an unavoidable component in promotion and brand communication. Regardless of the expense and the risks implied with this strategy of promoting, it has been utilized widely in the current times. A lot is at stake when it comes to celebrity endorsements with negative publicity as it can risk alienating them just as much as they entice them. This research paper studies about an analysis to test the effect of negative exposure on superstar advertisement supports and the degree to which it impacts mentalities toward a celeb and how much this impacts consumer’s involvement whether it is high or low and its effect on brand’s image.

Галузь полімерної тари й упаковки агресивно відвойовує ринок у інших пакувальних матеріалів. Полімери привертають увагу виробників дешевизною, невеликою вагою і широтою спектра властивостей різних матеріалів, які можна підбирати під конкретний продукт, а також регулярній появі нових матеріалів. Завойовує прихильність виробників тара зі спіненого полістиролу. У більшості випадків населення міст здійснює покупку продуктів харчування у супермаркетах та магазинах. Це пов' язано з такими причинами: • на відміну від ринків супермаркети та магазини працюють довше, а деякі цілодобово; • не у всіх містах сільськогосподарські ринки працюють кожного дня; • широкий асортимент продовольчих продуктів; • недоліком ринків є бруд на його території, прострочений товар; • перевагою супермаркетів та магазинів є їх чистота у порівнянні з ринками; • можливість покупки готових до вживання продуктів у супермаркетах (наприклад, приготована курка копчена). Головна відмінність між супермаркетом і традиційним ринком полягає в тому, що продаж фактично відбувається без участі людини, бо роль продавця значною мірою відіграє упаковка. Упаковка стала невід'ємною частиною нашого життя. Упаковок так багато, що людина вже не зосереджує на них спеціальної уваги, але вони діють через підсвідомість. Мета упаковкипривернути увагу людини і водночас примусити її довіряти тому, що знаходиться всередині. На відміну від сільськогосподарських ринків покупка харчових продуктів у супермаркетах та магазинах сприяє постійному зростанню кількості різноманітних полімерних упаковок. Після використання вони перетворюються у відходи завдаючи негативний вплив на довкілля. Полімери є дуже стійким сполуками, які завдяки своїй хімічній будові дуже повільно розкладаються (до тисячі років) у навколишньому середовищі. Наприклад, період розкладання поліетиленових пакетів, пляшок та одноразового посуду з пластику складає від 500 до 1000 років. Тому проблема утилізації полімерних відходів з кожним роком стає все актуальнішою. Частка полімерних матеріалів у побутових відходах наближається до 20% (за масою), що складає сотні тисяч тонн на рік. Продукти розкладу полімерних матеріалів мають здатність до змін та перетворень, активно включаючись у ланцюги живлення, і передбачити їх поведінку при потраплянні в навколишнє середовище складно.

Although several researchers have studied entrepreneurial Marketing (EM), comprehensive testing of the EM integrative model has not been studied by previous researchers. Previous researchers were limited to examining the effect of antecedents on EM or business performance. The study is to discuss the influence of market and entrepreneurial orientation on the performance of SMEs. Entrepreneurial Marketing (EM) is a mediator. The sample is 285 managers of Batik SMEs in the Special Province of Yogyakarta and Central Java. Data were analyzed using Structural Equation Modelling (SEM) and to analyze the measurement models using the onecongeneric approach. The results of this study explain that market orientation and entrepreneurial orientation have a positive and significant effect on EM. Market orientation has an indirect effect on the performance of SMEs through EM as a mediator. Entrepreneurial orientation directly affects the performance of SMEs. The novelty in this study shows that EM plays an essential role in mediating market orientation and SME performance.

In the present scenario of high unemployment; Multilevel Marketing (MLM) generates employment for people who have no permanent source of earning. MLM system has emerged as one of the prime alternatives in the current marketing system. India has become a very popular destination of doing MLM business with high potential of growth. MLM system provides lucrative compensation that works as motivation for people to join this business. Motivation for executives of any firm plays a major role in its success. It also leads commitment of employees towards work and responsibilities. An attempt has been made to identify the motivational variables that have the highest level of contribution for joining the MLM system. Most of the MLMcompanies focus on compensation plan or reward system but apart from that a number of variables have been found which motivate the distributors to engage in MLM business. Further, the distributors play a vital role in the growth of the business. In this study, we also propose a motivational model to help MLM companies formulate better strategies in making a large network of people for growth of business.

Lifestyle changes can occur as a result of people becoming more pragmatic and instant in their thinking as a result of technological advances. The purpose of this study is to dissect the ways in which consumers in Surabaya City, Indonesia make judgments about whether or not to buy fast food from KFC (Kentucky Fried Chicken). Customers who have purchased and eaten at KFC restaurants in Surabaya City are included in the sample population. Purposive sampling was used, resulting in a total of 108 responses. A questionnaire or Likert scale was distributed as a tool to collect data. Quantitative methods and primary and secondary sources of information are used in this kind of study. PLS was the method used to analyze the data. Purchasing decisions were found to be positively and significantly influenced by factors including product differentiation, pricing, and brand image.

Labeling is a universal phenomenon for the characterization of food products. The paper studies the role of food labeling in consumer behavior in Georgian Market. The main focus is on the awareness of consumers about food labeling, which is presented, as the most important issue of social marketing. The current study evaluates the impact of food labeling on consumer buying decision. To determine the attitude of Georgian consumers to food labeling, we conducted a marketing research. The study revealed the strong relationship between interest and awareness about food labeling, as well as among awareness, reliability and satisfaction about food labeling and consumer buying decision. food labeling, buying decision, Georgian consumers, marketing research

The current study evaluates the development and perspective implication of social marketing interventions for empowering healthy life and well-being of the population in Georgia. The objective of the research is to analyze the impact of food labeling for healthy behavior change of Georgian consumers. The study revealed the strong correlation between awareness and education of consumer on food labeling and healthy behavior changing. One of the important factors of changing healthy behavior are increasing awareness and knowledge in food labeling among the general publics. Despite that Association Agreement with Europe requires implementation of new obligations regarding food security and nutrition policy Georgia faces challenges in this regard. The majority of the consumers are not satisfied with the food labeling in the local market. It is urgent to provide such public health policy, that has the effect of improving the availability, affordability and appropriateness of healthy behavior of the consumers. Consolidated work of government, business and civil society should be guaranteed for encouraging healthy behavior for the well being of the population. Social marketing promotion strategies such advertising, public relations and sales promotion have a positive role to encourage of consumer attention on food labeling.

Genetically modified products (GM) have been sensitive topic in different societies. This paper looks at (GM) from one consumer group's perspective; specifically, from the Ajara region of Georgia in February 2014. A survey of 603 consumers revealed that these respondents knew very little about genetic engineering but held a negative attitude towards GM products, expected the government to regulate both their import and production, and wanted GM to be identified as such. Even if priced lower than comparable foodstuffs, most consumers would not buy them. An empirical investigation based on analysis of variance and Pearson's correlation coefficient demonstrated that education, income and social class were significant determinants of genetic engineering awareness among consumers, while age had no impact.

The paper studies the role of food labeling in order to promote healthy eating issue in Georgia. The main focus of the research is directed to consumer attitudes regarding food labeling. The methodology of the paper is based on the focus group work, as well as online and face to face surveys. The data analysis has been provided through ANOVA. The study proves that the impact of variables such as the interest, awareness, reliability, assurance and satisfaction of consumers' on buying decision, is statistically important. The study reveals that consumers' perception regarding to food labeling is positive, but their level of knowledge and ability is rather low. It is urgent to strengthen marketing promotions strategies in the process of implementations of food security policy in Georgia.

Анотація. У роботі розглядається еногастрономічний туризм та інноваційна інтеграційна форма туристичної пропозиції-еногастрономічний туристичний продукт. У наш час гастрономічний туризм, до складу якого входить еногастрономічний туризм, є одним із найбільш популярних та перспективних напрямків туризму. Визначення теоретичної бази, на якій буде в майбутньому працювати ринок еногастрономічних послуг є важливим і нагальним питанням. У статті було визначено такі поняття як «еногастрономічний туризм», «еногастрономічний туристичний продукт», «еногастрономічна туристична дестинація». Було розроблено принципи розробки еногастрономічного туристичного продукту, а також концепт Гастрономічної мережі України, визначено суб'єктів її діяльності, організаційні форми еногастрономічного туризму. На прикладі пілотного еногастрономічного туристичного продукту «Дороги вина та смаку Української Бессарабії» було проаналізовано принципи еногастрономічного туризму. Ключові слова: еногастрономічний туризм, еногастрономія, еногастрономічний туристичний продукт, еногастрономічна дестинація, дороги вина та смаку.

The purpose of this study is to mediate the influence of market sensing capabilities on the marketing performance by proposing acculturative products uniqueness that mediate the gap between market sensing capabilities and improvement of marketing performance. The sample data from 160 small and medium enterprises of batik, ceramics, and interior design in Indonesia were used to test the model consisting of four hypotheses. The statistical tests in our model used four variables: market sensing capabilities, product innovation, acculturative products uniqueness, and marketing performance. The results of the data show that acculturative products uniqueness has an important role in improving marketing performance.

The article considers the concepts of risk management, the main processes of risk management. Procedures for the risk management process areproposed. Risk management is one of the components of the organizational process of production, so it must be integrated into this process and haveits own strategy, tactics, operational implementation. At the same time, it is important not only to carry out risk management, but also to periodicallyreview the activities and means of such management. Every organization has its own risk-oriented benefits and identifies risks based on that. Suchactions are called a risk management system. This is a special type of activity aimed at mitigating the impact of risk and the results of the business firm.The stages and advantages of risk management are presented. Today, risk analysis and management is very appropriate and the relevance of riskmanagement is becoming increasingly important, it is necessary for further correct and optimal application of risk ...

Green products are among the widely used products worldwide due to their environmental benefits. However, information on the consumers' purchase intention towards green products in developing countries, such as Thailand, is lacking. This study aims to investigate Thai consumers who are aged over 18 years, and whose base education is high school, on purchase intention for green products by using an extended framework of the theory of planned behavior (TPB). We derived and examined the model through structural equation modeling in a sample of 483 respondents in Thailand. The findings of this model indicated that consumer attitude, subjective norm and perceived behavioral control have significant positive influences on the purchase intention for green products. Furthermore, our results indicated that environmental concerns have a significant effect on attitude, perceived behavioral control and purchase intention for green products, but subjective norm. Moreover, environmental knowledge had no significant effect on the purchase intention for green products. Instead, it had a distinct indirect effect through attitude towards purchasing green products, subjective norm and perceived behavioral control. The findings from this study contribute to improving the understanding of intention to purchase green products, which could play a major role towards sustainable consumption.