Assessing the effects of socially responsible strategic partnerships on building brand equity of integrated business structures in Ukraine

Research background: At present, it is critical to raise awareness on how global trends of doing business within the framework of sustainable development affect the success of each business unit, integration associations, and apparently contribute to a nation's prosperity. Thus, a study aimed at measuring the effects of socially responsible strategic partnerships on building brand equity of integrated business structures (IBS) will provide deeper insights into assessing the effectiveness and relevance of disseminating CSR practices. Purpose of the article: The paper attempts to evaluate the degree of effect of socially responsible strategic partnerships on building strong brand equity of integrated business structures. Methods: The participants in the assessment have been selected from the Forbes TOP 200 largest companies in Ukraine (the ranking was based not only on sales, such metrics as companies' financial performance, total assets and their current assessed value were also considered). The input data on the CSR indices were obtained from the Center for CSR Development Ukraine. The index of loyalty to a certain brand was calculated as an integral ratio of satisfaction and importance to customers (based on online survey results). To analyze the impact of the endogenous variable of CSR on IBS branding effectiveness (customer loyalty index and brand equity) and its cost effectiveness, correlation regression and factor analysis methods were applied. Findings & Value added: This study demonstrates the feasibility and economic justification of the impact of socially responsible strategic partnerships on brand equity development for integrated business structures. The research has significant implications for brand management of integrated business structures by providing empirical evidence that will improve understanding of the need to implement the concept of socially responsible branding that right today resonates with the moral society

Управління проектом конкурентно-інтеграційного бенчмаркінгу вищих навчальних закладів

The proposed approach to management of a project of competitive-integrative benchmarking makes it possibleh to increase competitiveness of Ukrainian higher educational institutions. Management of projects of HEI development of this type allows us to introduce the service ecosystem of provision for qualified personnel in industry, transport, without which it is impossible to implement high technologies. Ecosystem of benchmarking of HEI is an interaction of four components: functional marketing subsystems (personnel management (People), partnership (Partnership), process management (Processes), educational services (Products).Competitive benchmarking allows us timely and clearly to identify weaknesses and shortcomings in the activity of an examined University. It is possible to develop a project of benchmarking implementation of successful experience of development and realization of competitive advantages and competencies of HEI-model, as well as to compare the activity of HEI with others.Performed analysis of activity of 14 institutions of higher education in Ukraine allowed us to comprehend the situation in the market of educational services and the level of competition. Application of instruments of process-oriented approach of benchmarking makes it possible:– to determine the best HEI for each of the proposed 4P component – marketing subsystems;– to substantiate standard strategies in each benchmarking subsystem by comparison of competitive competences of the top universities.Implementation of the proposed conceptual model of management of a project of competitive-integrative benchmarking allows adaptation of best practices of model HEIs based on partnership and cooperationПредложен подход к управлению проектом сервисной экосистемы конкурентно-интеграционного бенчмаркинга повышения конкурентоспособности украинских высших учебных заведений. Инструментарий процессно-ориентированного подхода к управлению проектом бенчмаркинга базируется на обосновании эталонной стратегии путем сравнения конкурентных преимуществ по выделенным 4P-подсистемам бенчмаркинга управления лучших университетов: управление персоналом (People), партнерские отношения (Partnership), управление процессами (Processes), образовательные услуги (Products)Запропоновано підхід до управління проектом сервісної екосистеми конкурентно-інтеграційного бенчмаркінгу підвищення конкурентоспроможності українських вищих навчальних закладів. Інструментарій процесно-орієнтованого підходу до управління проектом бенчмаркінгу базується на обґрунтуванні еталонної стратегії шляхом порівняння конкурентних переваг за виділеними 4P-підсистемами бенчмаркінгу управління кращих університетів: управління персоналом (People), партнерські відносини (Partnership), управління процесами (Processes), освітні послуги (Products

Assessing the effects of socially responsible strategic partnerships on building brand equity of integrated business structures in Ukraine

Research background: At present, it is critical to raise awareness on how global trends of doing business within the framework of sustainable development affect the success of each business unit, integration associations, and apparently contribute to a nation’s prosperity. Thus, a study aimed at measuring the effects of socially responsible strategic partnerships on building brand equity of integrated business structures (IBS) will provide deeper insights into assessing the effectiveness and relevance of disseminating CSR practices. Purpose of the article: The paper attempts to evaluate the degree of effect of socially responsible strategic partnerships on building strong brand equity of integrated business structures. Methods: The participants in the assessment have been selected from the Forbes TOP 200 largest companies in Ukraine (the ranking was based not only on sales, such metrics as companies’ financial performance, total assets and their current assessed value were also considered). The input data on the CSR indices were obtained from the Center for CSR Development Ukraine. The index of loyalty to a certain brand was calculated as an integral ratio of satisfaction and importance to customers (based on online survey results). To analyze the impact of the endogenous variable of CSR on IBS branding effectiveness (customer loyalty index and brand equity) and its cost effectiveness, correlation regression and factor analysis methods were applied. Findings & Value added: This study demonstrates the feasibility and economic justification of the impact of socially responsible strategic partnerships on brand equity development for integrated business structures. The research has significant implications for brand management of integrated business structures by providing empirical evidence that will improve understanding of the need to implement the concept of socially responsible branding that right today resonates with the moral society

Managing a Project of Competitive-integrative Benchmarking of Higher Educational Institutions

The proposed approach to management of a project of competitive-integrative benchmarking makes it possibleh to increase competitiveness of Ukrainian higher educational institutions. Management of projects of HEI development of this type allows us to introduce the service ecosystem of provision for qualified personnel in industry, transport, without which it is impossible to implement high technologies. Ecosystem of benchmarking of HEI is an interaction of four components: functional marketing subsystems (personnel management (People), partnership (Partnership), process management (Processes), educational services (Products).Competitive benchmarking allows us timely and clearly to identify weaknesses and shortcomings in the activity of an examined University. It is possible to develop a project of benchmarking implementation of successful experience of development and realization of competitive advantages and competencies of HEI-model, as well as to compare the activity of HEI with others.Performed analysis of activity of 14 institutions of higher education in Ukraine allowed us to comprehend the situation in the market of educational services and the level of competition. Application of instruments of process-oriented approach of benchmarking makes it possible:– to determine the best HEI for each of the proposed 4P component – marketing subsystems;– to substantiate standard strategies in each benchmarking subsystem by comparison of competitive competences of the top universities.Implementation of the proposed conceptual model of management of a project of competitive-integrative benchmarking allows adaptation of best practices of model HEIs based on partnership and cooperatio