Менеджмент та підприємництво в Україні: етапи становлення і проблеми розвитку. – 2016. – №851
Permanent URI for this collectionhttps://ena.lpnu.ua/handle/ntb/37287
Вісник Національного університету "Львівська політехніка".
До збірника науково-прикладних праць “Менеджмент та підприємництво в України: етапи становлення і проблеми розвитку” увійшли статті, які відображають проблеми менеджменту, підприємництва, інвестиційної та інноваційної діяльності, управління національною економікою України тощо. Для працівників підприємств, банків, інвестиційних та інноваційних структур, органів державного управління, викладачів вищих навчальних закладів, науковців, аспірантів та студентів економічних спеціальностей.
Вісник Національного університету "Львівська політехніка". Серія: Менеджмент та підприємництво в Україні: етапи становлення і проблеми розвитку : збірник наукових праць / Міністерство освіти і науки України, Національний університет "Львівська політехніка" ; голова редакційно-видавничої ради Н. І. Чухрай. – Львів : Видавництво Львівської політехніки, 2016. – № 851. – 224 с. : іл.
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Item Інноваційні методи стимулювання працівників машинобудівних підприємств(Видавництво Львівської політехніки, 2016) Дорошкевич, К. О.; Вороновська, М. М.; Салата, І. З.Розглянуто поняття мотивування і визначено роль стимулювання для його забезпечення на підприємствах (формування результативної системи стимулювання належить до основних завдань, які повинні бути вирішені у процесі мотивування працівників підприємств). З метою підвищення результативності мотиваційної діяльності на машинобудівних підприємствах досліджено методи матеріального і нематеріального стимулювання інноваційної діяльності працівників та оцінено їх вагомість. Це окреслило необхідність розвитку інноваційних підходів до стимулювання праціників машинобудівних підприємств (вагомість стимулу інноваційної діяльності змінюється, тому він повинен застосовуватись визначену кількість разів, протягом якого зберігається його висока вагомість для працівників). Як інноваційний метод стимулювання рекомендовано забезпечити можливість самостійного вибору бажаного стимулу для працівників, що задовольнить їх потреби під час реалізації інноваційної діяльності та забезпечить їх залучення до процесів управління. Це можливо здійснити за допомогою реалізації методу “Винагороди за поведінку” або стимулювання за принципом “електронного гаманця”. The article considers the concept of motivation (one of functions of management which provides prompting of employees to act in order to personal goals and objectives of the enterprise) and the role of stimulation for its implementation on enterprises are defined. Formation of effective stimulation system belongs to the main tasks that must be addressed in the motivations of workers on enterprises. The model of the motivation through needs are researched, the innovative development of industrial enterprises, their innovative activity, national innovation infrastructure studied. With a view to increase the effectiveness of motivational activity on machine-building enterprises, the methods of stimulation of the financial (salaries, allowances, bonuses, profit sharing, etc.) and non-financial (praise, career growth, certificates etc.) incentives for innovative activity of employees and their importance are evaluated. Special incentives in terms of innovation activity found which are associated with the characteristics of workers who are involved in the innovation process. In the research process on national machine-building enterprises it is determined that importance of incentives of innovative activities varies, so it should be used (many times as it needs), during which his high importance for employees is stored. The need to develop the innovative approaches to incentives for employees on machine-building enterprises is modelled. Ensuring the possibility of selection the desired an incentives by employees, that satisfy their needs in the implementation of innovation and ensure their involvement in the management processes like as innovative method of stimulation is recommended. This can be carried out by implementing the method of “reward for behavior” or stimulating by the principle of “electronic wallet”. Its essence lies following the virtual account of employees in the company accumulate points that they receive for the results of work during a certain period and according to the point scale. At the end of the period received points of employee can be used by his choice for the purchase of any incentive. Also, the points can be saved for their future spending.Item Обґрунтування доцільності відновлення лижної траси у Львові(Видавництво Львівської політехніки, 2016) Панченко, А. В.; Бондаренко, О. C.; Широка, А. О.Визначено доцільність відновлення лижної траси у м. Львові. Досліджено рівень зацікавленості мешканців міста у відновленні лижної траси, зазначено суму коштів, які готові заплатити потенційні споживачі за абонемент та які розваги і послуги для них є важливими. Досліджено вартість та терміни окупності відновлення лижної траси.Зазначено, що у зв’язку з невеликою протяжністю лижної траси, її відновлення доцільно здійснити не як комерційний, а як соціальний проект, в основу якого буде закладена дитяча лижня та круглорічний парк активних розваг. The article is dedicated to the topic of expedient ski track reconstruction in Lviv. There was estimated the level of residents who are interested in recovery of ski track, defined amount of money which people are ready to pay for entrance tickets and what type of entertainment is important for them , investigated the cost and payback period of recovery ski track. The research was divided into two stages: the first stage –to investigate the level of human interest in the reconstruction of ski track and pricing. Second stage- to define payback period of recovery ski track. At the first stage there was conducted the poll among the residents of Lviv city. Accordingly, we have determined that active city residents prefer such types of entertainments as skating rink, swimming pool, rolodrom. The majority of them visit entertainment places with two or three parents or friends. The average sizes of monthly spending on entertainment consist of two bands. The first from 200 to 400 USD (145 persons, at the percent – 36, 25 %), the second from 450 USD to 900 USD (146 persons, at the percent 36,6 %)While 93, 5 % respondents opine advisable to recover ski track. Through the study were identified, that the level of interest residents in the recovery ski track is so high. Therefore, the second research phase was conducted research and determined the investment costs for the recovery ski slopes. Underlying investment costs grouped expenditures required for the installation of ski-210 650 euro’s. It was differentiated revenue and payback period according to the workload of the ski slopes( from 500 to 50 people per hour) and the quantity of skiing hours in season (from 871 hours – 67 days with night skiing; up 350 hours -50 days without night skiing). The results show that the project is attractive to potential investors, because when acceptable to the residents of Lviv daily subscription cost (up to 100 UAH.) Payback period is 2 years. The results show that the project is attractive to potential investors, because when acceptable to the residents of Lviv daily ski pass (up to 100 UAH.) payback period is 2 years. However, due to the small length of the ski slopes, it is advisable to carry out restoration not as a commercial for other as a social project. At the core of which will be children’s ski school and all year round active park for entertainment.Item Теоретико-методологічні засади управління толінговими операціями на підприємствах(Видавництво Львівської політехніки, 2016) Кузьмін, О. Є.; Коць, І. І.Обґрунтовано збалансований підхід до управління толінговими операціями на підприємствах на засадах паритетного врахування інтересів ключових контрагентів толінгової взаємодії. Уточнено сутність поняття “збалансоване управління толінго-вими операціями”. Виокремлено ключові принципи управління толінговими операціями. Розкрито послідовність управління толінговими операціями та обґрунтовано кожен її етап. For managers of enterprises, that realize tolling operations, an important task is to develop and implement the effective management mechanism of such type of operations to achieve the set goals in this area. It raises the need in compliance with uniform principles of management of tolling operations by both contractors of such interaction to establish mutually beneficial cooperation and avoid the conflicts of interests. In this context the use of balanced approach to management of tolling operations that take into account the interests of two interacting parties of tolling cooperation on the parity basis is reasonable. Balanced management of tolling operations is a goal-oriented activity of managers of one party of tolling interaction that involves the implementation of management technology, formation of management methods, and decision-making in specific situational and temporal conditions of tolling operations’ realization on a contractual basis of balanced consideration of managers’ interests of other party of tolling interaction. Management of tolling operations should be considered as a specific function of management that is based on the classical sequence of management process by implementing of management technology through performance of management functions, formation of management methods, decision-making, implementation of leadership. Planning of tolling operations is aimed at complex projecting of organizational, production, marketing, logistic, social, human, financial, economic and other foundations for future implementation of tolling operations at enterprise. The function of organizing of tolling operations is aimed at development and justification of organizational support of their realization. Motivating of employees involved in the implementation of tolling operations is based on defining the forms and systems of payment for their work. Controlling of tolling operations provides a complex review of all aspects of the implementation of tolling operations (production, technical, technological, financial, economic, social and human resources, marketing, logistics, management, documentaries, customs, etc.). Identified during controlling of tolling operations deviations, inconsistencies, violations or failures of the implementation of such operations should be eliminated using the function of regulation, which may relate to any of the previous stages of management technology of tolling operations. During the implementation of tolling operations there is a need to comply the key management principles by managers of two contractors: goal-orientation, relationship of goals and motives of the implementation of tolling operations, two-positions, balance, interaction, inter-consensus, situational flexibility, legal regulation, time regulation, universality, combination of classicality and innovation, ensuring progressivity.Item Вплив світової кризи на рівень життя населення України(Видавництво Львівської політехніки, 2016) Вербицька, Г. Л.Розглянуто поняття “рівень життя” та “бідність” населення, проаналізовано вплив світових кризових процесів на добробут населення держави. Виокремлено основні ключові поняття багатопланової категорії “рівень життя” у контексті соціально- економічних відносин. Проведено дослідження рівня життя населення України. Висвітлено найвагоміші причини поширення бідності в Україні. Визначено важливі пріоритети подальшої соціальної політики, спрямованої на забезпечення належного рівня життя та стабільності суспільства. The article is the development of theoretical, methodological guidelines and practical recommendations on minimization of the global crisis on the living standards of Ukraine. The theoretical and methodological basis of research is fundamental tenets of modern economic theory, scientific works of scientists, regulatory and legislative acts of Ukraine on social protection. The study used the following methods: Economics and Statistics (the study of life in Ukraine); graphic (for visual presentation of research results); analytical and structural logic (in determining the optimum areas of social policy of the Ukrainian government). The article discusses the concept of “standard of living” and “poverty” population, the influence of the world crisis processes in the welfare state. Thesis there is determined basic key concepts multifaceted category “standard of living” in the context of socio-economic relations. A study of living standards in Ukraine. The most significant causes of poverty in Ukraine. Determined further important priorities of social policies to ensure adequate living standards and social stability. The results of research aimed at solving problems of social security. They can be used in the formation of government social policy. The difficult economic situation, burdened by the armed conflict in the east and the annexation of the Crimea, leads to a decline in living standards, growing poverty and social exclusion among the population of Ukraine, especially among vulnerable groups such as persons vnutrishnoperemischeni, large families, people with disabilities, representatives rural communities, orphans, and others. Many people were limited in their access to basic resources of life, so that there are: chronic malnutrition, increased morbidity and mortality, reduced life expectancy, reduced access to education, health care, cultural values and so on. At this stage, quality of life in Ukraine in terms of household income is very low compared to neighboring countries, minimum and average wages much lower. This suggests that the population lives quite poorly. Uncontrolled spread of the effects of the crisis period and the absence of effective steps by the state to fight can result in higher socio-economic risks and threats to the development of both regions and the country as a whole. In order to improve the welfare of life in our country need to: reduce the rate of price growth, improve living wage, minimum wages, reduce income differentiation, prevent unemployment and to reduce its volume. The implementation of the proposed measures will stabilize living standards, to prevent increased social tension in the country and in the future ensure more harmonious development of economic relations at the stage of market transformation of Ukraine. The European orientation of Ukraine requires software to enter the following indicators: the share of wages in GDP of 55–60 %, the ratio of minimum wage to average no lower than 55 % and increase the minimum wage to a level that is at least officially established living wage at least 2 times. All branches of government must focus on creating stable conditions for both economic development and social support and protection from the effects of global shocks, since the state must fulfill the principal regulator and stabilizer of the national economy, which automatically will improve the welfare and living standards of ordinary people.Item IT-індустрія в Україні як соціальний ліфт та перспективна галузь економіки(Видавництво Львівської політехніки, 2016) Бублик, М. І.; Карп’як, А. О.; Рибицька, О. М.Вивчено ринок інформаційних технологій, який в Україні демонструє швидкий ріст за усіма показниками. Виявлено стрімкі тенденції розвитку ІТ-сектору України серед відповідних секторів інших держав. Встановлено високі позиції України у рейтингових списках ІТ-спільнот, де аутсорсингові компанії охоплюють широкий сегмент ринку з найрізноманітнішими технологіями інженерних інновацій. Проаналізовано стан ІТ-ринку, його структуру і динаміку росту. Виявлено, що в Україні сформувалась позитивна тенденція до розроблення готового продукту, а також започаткування стартапів (від ідеї – до її повної реалізації). Зростаючі перспективи зумовлені висококваліфікованим освітнім середовищем, природною потребою молодих українців до реалізації своїх інтелектуальних можливостей, невеликими обсягами необхідних інвестицій, а також певною інертністю до впливу зовнішньої та внутрішньої політичної ситуацій в Україні. In XXI century importance of IT sector of economics for globalization processes in the world is invaluable. In last 10-15 years Ukraine entered the Top 5 of world freelance locations, Top 10 countries with most qualified IT specialists, holds eleventh place in Top 100 outsourcing an high-tech countries and have renowned security experts. The main goal of the research was to gather and organize scattered around the Internet information about IT clusters of Lviv, Kyiv, Odessa, Kharkov, Dnipro and data from State Statistics Service of Ukraine and make predictions about structure of IT sector of market in Ukraine, its size and grow capabilities. The main task of the research was systematization of gathered information and reasoning of grow possibilities of IT sector. The results of research were charts and diagrams, which illustrate state of sector, educational and age image of average employee, dynamic of growth for separate companies and industry in general. Conclusions IT industry is single sector of economics which demonstrate high growth on all parameters in last years. Outsourcing companies propose wide specter of engineering services. Alongside outsourcing companies is growing list of companies which are developing own products and count of small start-up projects is also rising. From research it is clear that this industry has high growth potential. This is thanks to high level of educational institutes, natural necessity of young people in intellectual realization, low requirement for initial investments in case of star-up projects and also high immunity of industry to changes in domestic policies.Item Оцінка кризового стану підприємства(Видавництво Львівської політехніки, 2016) Мельниченко, О. О.Доведена актуальність оцінки кризового стану підприємства у сучасних умовах господарювання, що характеризуються нестабільністю політичної ситуації та поширенням кризових явищ в економіку України. Завданням такої оцінки повинна бути раннє виявлення кризових явищ з метою їх своєчасного подолання. Розглянуті такі методи оцінки кризових явищ, як коефіцієнтний аналіз, таксономічний аналіз, оцінка вартості підприємства, моделі діагностики банкрутства, методика Д. А. Шеремета, матриця фінансової стратегії Франшона-Романе, оцінка за допомогою інтегральних показників, охарактеризовані їх переваги та недоліки. Запропонована методика оцінки кризового стану підприємства, що враховуватиме виділення елементів економічної системи підприємства за окремими бізнес-процесами, що відповідають стадіям операційного циклу, в яких зародилася криза, та дає змогу визначити ступінь глибини кризових явищ на підприємстві. Особливістю методики є те, що поряд з оцінкою кризових явищ за фінансовими показниками, які є ретроспективними, вона передбачає оцінку кризових явищ, що можуть виникати під час виконання таких бізнес-процесів, як маркетинг, постачання, виробництво, збут та розрахунки. Результатом використання запропонованої методики повинно бути визначення інтегрального показника оцінки кризового стану підприємства. Такий підхід дасть змогу виявити ознаки кризових явищ на ранніх стадіях до того, як вони встигнуть відобразитися на фінансових показниках діяльності підприємства. This paper proves the relevance assessment of the crisis stage of the company in current economic conditions, which are characterized by the instability of the political situation and the spread of the crisis in the Ukrainian economy. The objectives of this assessment should be the early detection of the crisis with a view to timely address. The article discussed such methods for evaluating the crisis as a ratio analysis, taxonomic analysis, valuation of companies, bankruptcy model of diagnosis, method of D. Sheremet, matrix of Franchon-Romane (matrix of financial strategy), evaluation using integral indicators, also their advantages and disadvantages are characterized. The paper proposes a method of estimating the crisis stage of the enterprise, which will take into account the allocation of enterprise economic system elements of individual business processes that meet the operational stages of the cycle, which originated in the crisis, as well as the degree of the depth of the crisis in the company. A feature of the technique is in that, along with the assessment of the crisis by financial indicators, which are retrospective, an assessment of the crisis objects is held, which may arise in the performance of business processes such as marketing, purchasing, production, sales and settlements. The results of using the proposed method should be the definition of the integral index of evaluation of the crisis stage of the enterprise. Such an approach would be a sign of the crisis at an early stage before it has time to be displayed on the financial performance of the company.Item Титульний аркуш до Вісника “Менеджмент та підприємництво в Україні: етапи становлення і проблеми розвитку” № 851(Видавництво Львівської політехніки, 2016)Item Innovation activity of enterprises in Lviv region(Видавництво Львівської політехніки, 2016) Tsogla, О. О.The article analyzes the innovative activity of industrial enterprises of Lviv and found that the main factors hampering business in the field of innovation, there is a limited amount, and in some places, and the lack of innovation funding from the state budget, the lack of economic incentives for attracting investment resources in innovation processes, the uncertainty of the institutional environment for the development of innovation infrastructure (technology parks, techno, technology transfer centers, etc.). Determined that the competitiveness of Lviv region depends on the ability to innovate, modernize production processes and to adapt to changing environmental conditions. Проаналізовано інноваційну активність промислових підприємств Львівщини та виявлено, що основні чинники, які гальмують ведення бізнесу у сфері інноваційної діяльності, є обмежений обсяг і відсутність фінансування інноваційної діяльності з Державного бюджету, брак економічних стимулів щодо залучення інвестиційних ресурсів в інноваційні процеси, невизначеність інституційних умов для розвитку інноваційної інфраструктури (технопарків, технополісів, центрів трансферу технологійта ін.). Визначено, що конкурентоспроможність Львівського регіону залежить від здатності впроваджувати інновації, модернізувати виробничі й технологічні процеси, пристосовуючись до змінних умов навколишнього середовища.Item Особливості застосування митного режиму “Митний склад” під час імпорту нафтопродуктів(Видавництво Львівської політехніки, 2016) Мельник, О. Г.; Мукан, О. В.; Яцишин, О. І.Розглянуто відмінності між митним складом та складом митниці відповідно до чинного законодавства України, проаналізовано порядок роботи складу митниці та митного складу, досліджено тенденції ринку світлих нафтопродуктів, сформовано пропозиції щодо удосконалення діяльності підприємств, що здійснюють зовнішньоекономічну та митну діяльність, застосовуючи митний режим митного складу під час імпорту світлих нафтопродуктів.Because of high energy dependence of Ukraine, in particular, from imports of oil and oil products, the issues related to moving petroleum derivatives through the customs of Ukraine and their customs clearance remain relevant and important. The volatility of the national currency, challenging conditions in which enterprises of Ukrainian fuel and energy complex operate due to deepening political and economic crisis cause oil traders to diversify customs regimes in their foreign trade operations to avoid the risks associated with foreign trade and customs activities. The main purpose of the article is to analyze the specifics of using the customs regime of customs warehouse during moving oil products to the customs territory of Ukraine and to develop recommendations to improve procedures for placing the imported oil products into this customs regime. Exploring peculiarities of applying the customs regime of customs warehouse, it is first of all necessary to clarify the difference between the terms “ warehouse of customs “ and “customs warehouse”. Premises, tanks, indoor and outdoor grounds, refrigerators or freezers that are owned or used by the customs and that are specially equipped for storing goods or vehicles of commercial use under customs control may be used as warehouses of Ukrainian State Fiscal Service customs having been determined as such by the order of the Customs. The customs warehouses store goods that have not been cleared yet and that are still to be taxed with customs duties but the procedures have been postponed for some time or the goods are stored waiting for the change of the customs regime. The customs warehouse is the customs regime within which foreign or Ukrainian goods are stored under customs control with their conditional full exemption from customs duties and taxes and without applying non-tariff regulation of foreign trade activities. Oil traders can also use the customs regime of customs warehouse in order to delay the payment of customs duties and the fulfillment of obligations concerning non-tariff regulation, to purchase large quantities of goods when the supply on the international market is the most profitable and to sell goods when the demand on the domestic market is the most favorable, to form small consignments of goods, to reduce transportation costs. Light oil products are imported to Ukraine from Belarus, Lithuania, Bulgaria, Poland, Romania and the Russian Federation. To improve the activities of enterprises engaged in foreign trade and, in particular, customs activities using the customs regime of customs warehouse when importing light oil products and to avoid problems of customs clearance of goods (commodity heading UKT ZED 2710 – gasoline, diesel oil, fuel oil, jet fuel etc. ) in the customs regime of customs warehouse it is necessary: 1) to equip customs warehouses with tanks and reservoirs used for storing liquids, oil, in particular; 2) to improve the system of the electronic journals used in customs warehouses; 3) to bring the equipment of the customs warehouses in compliance with the EU norms and standards.Item Зовнішня торгівля суб’єктів господарювання Закарпатської області(Видавництво Львівської політехніки, 2016) Рубіш, М. А.Проаналізовано сучасний стан зовнішньої торгівлі товарами та послугами Закарпатської області, виявлено основні тенденції зовнішньої торгівлі. Здійснено аналіз географічної структури експорту та імпорту товарів та послуг, відповідно до якого були зроблені висновки щодо основних партнерів серед країн–членів ЄС, які межують із Закарпатською областю, та інших країн світу. Визначено основні частки структури експорту та імпорту товарів та послуг Закарпатської області за досліджуваний період. One of the areas of effective cooperation and the development of our country along with its regions is using one of the important forms of international economic relations – foreign trade. The integration of economy of the country (region) in global processes have a positive impact on their development as a whole, provide the use of existing natural resources and competitive advantages, it promotes socio-economic development. On the example of Transcarpathia region there have been made an important analysis on regions’ foreign trade as a whole. Foreign trade of goods and services is an important part of foreign trade activities of Transcarpathia region and requires continuous implementation of measures to stimulate it. The aim of this work is to identify the main trends of international trade in the region on the example of Transcarpathia region, determining geographical structure and analyzing the trade balance. In article author has analyzed value of exports and imports in the years 2010–2014, has ascertained preference of imports over exports, indicating that the region is dependent on imports: comparing 2010 and 2014, we observe their growth, but if you analyze the share of exports and imports in region’s total foreign trade, they remain virtually unchanged. According to the reduced geographical structure, enterprises of Transcarpathia region have been exporting mostly to Europe, due to its geographical location. Most of the enterprises of Transcarpathia region export machinery, equipment, machinery and electrical equipment (63.9 % of total in 2014), and textile materials and products (9.5 %). The largest importers of goods and services to the Transcarpathia region are Europe, CIS and Asia. Regarding the volume of goods’ import, there is a tendency to its growth. The balance of foreign trade for the period of 2010–2014 years – negative, although decreased by half compared with 2013. Over the period the bulk of services imports were from the following countries: Italy, Germany, Poland, Romania and Hungary. In 2014 a decrease of the share services from the Russian Federation, the United Kingdom, Slovakia, Hungary and the Czech Republic were observed. The balance of services for the years 2010–2014 is positive in contrast to the net balance of goods. The results obtained during conducted by us studies give reason to believe that Transcarpathia should use its advantage – relevance to the borders and intensify cross-border trade. The border regions play a specific role in implementing the leading trends of global development, namely in foreign economic activity, including foreign trade liberalization and a sharp increase in cross-border trade, intensification of interstate movement of population. In the region continuously carried out work on the study of markets and the search for foreign partners for mutually beneficial cooperation mechanisms with the aim to improve country's exports and overcome the negative trends in foreign trade. The Further research require management tools of economic processes in the region, that ensure the use of foreign trade advantages of the Transcarpathian region after full ratification of the Association Agreement Ukraine and the EU.Item Ефективність франчайзингу як форми організації ресторанного бізнесу(Видавництво Львівської політехніки, 2016) Чорій, М. В.Розглянуто чинники та етaпи стaновлення фрaнчaйзингових відносин у сфері ресторaнного бізнесу. Окреслено тенденції розвитку фрaнчайзингу як зовнішньо- економічного партнерства. Сформовано переваги та недоліки франчайзингових мереж на рівні франчайзера та франчайзі. Виділено організаційні форми та види франчайзингу у ресторанному бізнесі України. Згруповано чинники, що стримують розвиток франчайзингу в Україні. Modern trends in the economy and tourism allow us to say that the restaurant services market is quite attractive for investments. One of the methods of investing is franchising, which is not only possible to start a business, but also to raise the class of the restaurant, improve the enterprise management level and improve the quality of services provided. Franchising is a form of cooperation between legally and financially independent entities (companies and/or individuals) in which one party (the franchisor), having a successful business, a well-known trademark, know-how, trade secrets, goodwill and other intangible assets, allows another part (the franchisee) to use this system on agreed terms. Today in the Ukrainian economy for the franchise there are hundreds of Ukrainian and foreign enterprises. One of the three leaders is the restaurant business. Franchising is a very specific method or the way of distribution of goods or services, which offers entrepreneurs a short path to growth, as they get ready. Franchise package for the catering industry is a business structure with a specific concept, product range, services that allow you to organize business activities with minimal risk. Franchisees gets not only the right to sell the goods (services) and the methodology of sales or the provision of services, but also the whole concept of doing business (from the restaurant decoration, personnel uniforms, service delivery methods, customer service, training of the personnel to the recommendations for promotion and marketing). Franchising as a form of business organization is becoming increasingly popular, despite the opposition of negative factors. The latter include the relative political instability, the changing legal framework and shortcomings of the legal framework of franchising. At the level of franchisors a shortage of professional franchisees, who have the necessary knowledge, skills and experience in the restaurant business; the complexity of the strategic management of the network; the risk of damaging the brand , reducing its reputation because of poor quality work of franchisee, violations of standards of quality of service are much concerned. At the level of the franchisee the difficulty in obtaining benefits from franchising is related to the insufficient amount of equity capital; the reluctance of the limitations of actions by the franchisor; with a lack of awareness regarding aspects of franchising; a high level of risk for business creation in the regions of Ukraine, where the level of competition is lower, but the level of incomes is significantly low er than in the capital. The franchisee require the franchisee to more detailed documents and more real help in organization and business development, increase of efficiency of advertising activity. On the other hand, there are factors of positive action. Entrepreneurial activity is characterized by the ability to take risks, to use adverse factors in favor of the case. Therefore, we can state the fact that for the development of franchising, as a form of organization of restaurant business in Ukraine, there are objective conditions. There are also a number of diverse ideas and projects that can be implemented in the framework of franchising. The neutralization, constraint to the active introduction of franchising ,will enhance the benefits of this progressive form of business organization.Item Єврорегіони: характеристика та принципи функціонування(Видавництво Львівської політехніки, 2016) Куцин, А. Р.; Передало, Х. С.Розглянуто тлумачення поняття “транскордонне співробітництво” та єврорегіонів у міжнародному праві та українським законодавством, проаналізована діяльність єврорегіонів, що функціонують в Україні на цьому етапі розвитку транскордонного співробітництва. Сформульовано принципи здійснення транскордонного співробітництва. The article investigates the theoretical aspects of cross-border cooperation. The aim of the article is to create principles of cross-border cooperation and to consider euroregions and it’s features. The analysis of the term definitions showed that cross-border cooperation is joint actions aimed on deepening and strengthening good neighbor relations between territorial communities or authorities within the jurisdiction. The article specifies the characteristic features of such euroregions as: “Carpathian euroregion”, “Bug”, “Lower Danube”, “Upper Prut”, “Dnipro”, “Slobozhanschyna” and “Dnister”. It is shown that common purpose and activities of these euroregions is organization and coordination of measures to promote cooperation in the fields of economy, science, culture, health, education and sports. After analyzing the patterns of the existence and development of euroregions and crossborder cooperation in general, we can see that it’s implemented in the following stages: 1. Investigation of existing links between partners; 2.Choosing and implementation of development strategy; 3.Creating and providing development programs; 4.Analysis and evaluation. According to these stages principles of cross-border cooperation are identified. They are the principle of partnership, the principle of attraction, the principle of participation, the principle of didacticism, the principle of informativeness, the principle of objectivity. As it’s shown in article Ukraine has some achievements in the development of crossborder cooperation. This positive side is that Ukraine started program of training staff for cross-border cooperation, formed the basis of the legal framework of cross-border cooperation, which always requires changes to the relevant international law, the development and implementation of new laws. Also country realised and improved state regional policy on crossborder cooperation, created seven euroregions, organised cooperation with border areas. The problem is that there is no single, unified organisational and financial platform of implementation of regional policy on cross-border cooperation.Item Провідні ВНЗ у системі науково-технологічних кластерів країн світу у період глобальних трансформацій(Видавництво Львівської політехніки, 2016) Литвин, І. В.Розглянуто кластерний підхід як один із дієвих механізмів підвищення конкурентоспроможності ВНЗ, регіонів їх розташування та країн загалом в умовах глобалізації. Визначені фактори досягнення ефективної взаємодії у межах інноваційно-технологічних кластерів, роль та значення ВНЗ у їх формуванні. Досліджено провідні глобальні рейтинги країн світу за критеріями конкурентоспроможності їх економік, освіти та науки, розвиненості кластерів та ефективності інноваційної діяльності. Вивчено рейтинги найкращих ВНЗ світу, зроблено висновки за результатами порівняння рейтингових позицій країн світу про наявність істотного зв’язку між наявністю провідних інноваційних ВНЗ, науково-технологічних кластерів у країні та її позиціями у глобальних рейтингах конкурентоспроможності. In the article the cluster approach as one of the most effective mechanisms to improve the competitiveness of universities, regions and countries of their location in the context of globalization is revealed. The factors of effective cooperation achievement interaction within the innovation and technology clusters, the role and importance of universities in their formation are defined. Leading global rankings of the countries in the world according to the criteria of competitiveness of their economies, education and science, development of clusters and innovation activity efficiency, rankings of the best universities in the world are examined. The comparison of ranking position revealed significant connection between the presence of leading innovative universities, scientific and technological clusters in the country and its position in global competitiveness rankings. Globalization promotes that own and sole entities cannot achieve a high and effective results of which become available to them on terms of cooperation and joint efforts to realize the growth potential and increase its competitiveness. In many cases the innovation capacity of companies and organizations is revealed in the possibilities of their participation in clusters in their operation region. Efficient cluster should operate on a “triple helix” – “science-business-community.” It is known that universities are best suited for the role of integrator scientific and technological, operational, managerial knowledge and formation of the basis of the cluster. In addition, the role of institutions in shaping lace organizational structure of the cluster also seems reasonable. Universities have the right to perform educational function for all members of the cluster, including the exchange of knowledge, experience, new methods and successful management models to improve sustainability of cluster formation, increase staff potential participants in the cluster. Global competitiveness of countries deals with the level of its science and higher education. Table 1-3 confirm the relationship between the level of global competitiveness, innovation countries and the presence of their leading universities. In particular, countries such as Switzerland, the USA, UK, Singapore, Canada, with powerful world-class universities, confirm its high level of competitiveness and innovativeness of the economy, show rapid economic growth. Given this,governments should consider such important role of science and universities in formulating and implementing an effective competition policy in the context of globalization. The following research methods: analysis and synthesis, The actuality of the articles and insufficient scientific study of the problem forms the prospects for further scientific research and studies of the author towards improving the management of higher education institutions. Specifically, further research will deal with the key factors of global competitiveness identifying and achieving, the possibility to consider these factors for the development of strategic directions of domestic institutions development in the context of globalization of education.Item Spółki typu spin jako forma aktywności przedsiębiorczości akademickiej w Polsce(Видавництво Львівської політехніки, 2016) Hołda-Wydrzyńska, A.; Lichosik, A.W ostatnim czasie trwa ożywiona dyskusja na temat transferu technologii z uniwersytetów oraz innych jednostek badawczo-rozwojowych do sektora gospodarczego. W dobie globalizacji informacji oraz komercjalizacji dóbr intelektualnych budowa platformy komunikacyjnej między przedsiębiorcami a przedstawicielami środowiska naukowego nie może zostać odsunięta na dalszy plan. Odmienne podejście oznacza zaprzepaszczenie szansy rozwoju uczelni wyższych. Toczący się dyskurs poświęcony przedsiębiorczości akademickiej otwiera nowe możliwości praktycznego zastosowania wypracowanego kapitału intelektualnego. W praktyce występują dwa modele transferu technologii. Pierwszym jest uzyskiwanie wyłączności na określone dobra intelektualne przez uniwersytety, a następnie sprzedawanie licencji przedsiębiorcom. Natomiast drugim sposobem komercjalizacji dóbr jest tworzenie przez pracowników naukowych nowych przedsiębiorstw badawczych, których celem jest opracowanie zastosowań dla nowatorskich pomysłów [1]. Firmy wyodrębniające się z uniwersytetów, tzw. firmy odpryskowe typu spin, zakładane przez pracowników naukowych lub studentów, tworzone są w celu rozwijania opracowanego przez założycieli pomysłu. Tworzone podmioty gospodarcze mogą być niezależne, bądź zależne w pewnym stopniu od swojej jednostki macierzystej. Kwestie wzajemnych powiązań określają regulaminy wewnętrzne danej instytucji. Dostrzegając obopólne korzyści płynące z tego typu współpracy, władze uczelni coraz przychylniej odnoszą się do prezentowanego tematu. Zauważono, że poprawa współpracy sektora naukowego z przemysłem w zakresie badań i transferu technologii przyczynić się może do zwiększenia konkurencyjności uniwersytetów na arenie międzynarodowej. Niezbędnym jest jednak określenie jednolitej procedury oraz zasad tworzenia spółek celowych. Niezwykle pomocnym może okazać się przyjmowanie programów pomocowych wspierających idee komercjalizacji dóbr intelektualnych poprzez zapewnienie zaplecza finansowego. Ramy prawne funkcjonowania polskich akademickich spółek typu spin określa ustawa Prawo o szkolnictwie wyższym. Zgodnie z prawem polskim uczelnie zostały zobligowane do podejmowania współpracy z otoczeniem społeczno-gospodarczym, w szczególności w zakresie prowadzenia badań naukowych i prac rozwojowych na rzecz podmiotów gospodarczych, w wyodrębnionych formach działalności, w tym w drodze utworzenia spółki celowej, czyli spółki typu spin. Przedsiębiorczość akademicka ma znaczący wpływ na rozwój przedsiębiorstw innowacyjnych, ma wpływ na transfer sfery badawczo-rozwojowej oraz naukowej do praktyki gospodarczej. Akademickie spółki spin-off są narzędziem skutecznego wykorzystania kapitału intelektualnego stworzonego w ramach pracy naukowo-badawczej na uczelniach wyższych. Od pewnego czasu innowacja stała się ekonomicznie opłacalna, gospodarczo uzasadniona i oczekiwana. Szkoda zaprzepaścić zachęcająco kształtującą się politykę w tym zakresie, tym bardziej, że przedsiębiorczość akademicka jest doskonałym łącznikiem między nauką a praktyką gospodarczą, dzięki czemu sprzyja podnoszeniu innowacyjności i konkurencyjności gospodarki. The article to improve scientific collaboration with the industry sector in research and technology transfer had been dedicated. It will increase the competitiveness of universities in the international arena. There are two models of technology transfer. The first is getting exclusive rights to certain intellectual goods by universities, and then selling licenses to entrepreneurs. The second way is to create commercialization of goods by scientific research of new companies whose aim is to develop applications for innovative ideas. The author in more details spin as a form activity academic entrepreneurship in Poland has been researched. Polish academic enterprise is mainly small and medium-sized enterprises operating in the technology sector. In considering the companies in its narrow definition distinguishes between: company's spin-off, these are independent projects and unintended by the parent organization; company's spin-out, they are project dependent, linked by capital or otherwise with the parent. What connects the above mentioned entities is that a spin-off / spin-out stands entity it assumes, may it be a researcher, student or graduate school, and the fact that the use of intellectual property university, which was established in close connection with science or the work of the company's founder in college or scientific institution. The main objective of the company's spin is the commercialization of intellectual property, the knowledge and technology generated at the university or another research institution. As a result, companies of this type may be only those companies whose purpose is to implement already produced intellectual property, in particular in the field of industrial property to protect, among others, inventions, utility models and industrial products, whether in the field of copyright. Academic entrepreneurship has a significant impact on the development of innovative enterprises, it affects the transfer of research and development and science to business practice. Academic spin-off companies are a tool for the effective use of intellectual capital created within the framework of scientific and research work at universities. Academic entrepreneurship is the perfect bridge between science and business practice, so it promotes innovation and economic competitiveness. It is clear that the level of cooperation and links between science and business is still insufficient. Creating spin-offs in the environment of scientific institutions is a new look at the role and place of higher education in the region's economy and the country. In the article the academic entrepreneurship in public institutions in Poland, academic spin-off, the legal basis for the existence of the company's spin in Polish higher education; university of the third generation and Polish examples of spin off (the company PHARMENA and BTT AUTOMATION) had been investigated. The author in necessary to take action towards the elimination of barriers to the creation of mechanisms and the transfer of innovation from the academic sector entities has been focused.Item Проблеми імпортозамінної діяльності в Україні у контексті євроінтеграційних процесів(Видавництво Львівської політехніки, 2016) Моторнюк, У. І.; Теребух, М. І.; Ціхановський, А. О.Проаналізовано підходи до трактування понятя “імпортозаміщення”. Досліджено тенденції експортно-імпортної діяльності в Україні у контексті євроінтеграційних процесів, а також динаміку коефіцієнта покриття товарів та послуг. Узагальнено стратегії імпортозаміщення у перерізі окремих галузей та пропозиції щодо напрямів їх реалізації. Проаналізовано переваги та недоліки політики імпортозаміщення. Виокремлено проблеми реалізації моделей імпортозаміщення в Україні. а також особливості реалізації політики імпортозаміщення у контексті стимулювання розвитку малого підприємництва. The approaches to interpretation concepts of “import substitution” were analyzed in this article. The tendencies of export-import activities in Ukraine in the context of European integration, and the dynamics of the absorption factor goods and services. Overview of import substitution strategies in individual sectors and proposals for their іmplementation areas. Advantages and disadvantages of the policy of import substitution were analyzed as well. Thesis there is determined the problem realization import models in Ukraine. and also features import substitution policy іmplementation in the context of stimulating small business development. Іmport substitution should be considered more widely, particularly as management not only trade flows, and all tangible and intangible assets, values that have and have materialized forms, which can be imported on the territory of the state and affect the volume of domestic production, supply, development and, respectively, consumption. The basis for national economic growth is the development of industry, certain activities which may be export-oriented, import-substituting or neutral. Entities engaged in import, contribute to balancing trade flows and economic growth. Implementation in Ukraine classical model of import substitution, based only on their own resources and technologies in the near future is connected with great difficulties due to loss of competitive position of many economic activities. Another model of import substitution can be import-substituting industrialization, for the implementation of which should actively involve international companies and foreign direct investment of transnational corporations. As decisive implementation of industrial import substitution model considered foreign direct investment (FDI), the government must deal with improving Ukraine's image to potential investors. By this time in the international format Ukraine is still a few attractive to potential investors and FDI are characterized by weak capitalization. The main obstacles for FDI, vital for economic modernization in view of the limited financial resources of their own, are inefficient public administration, uncertainty about contract enforcement and corruption. Import substitution aimed at systemic effect obtained by the public or separate economic entity and is appropriate when the process is a prerequisite for the effective functioning of the national economy, giving the possibility of national producers to align its position in the domestic market. The analysis shows that Ukraine has not fulfilled mechanisms to stimulate importsubstituting production. The use of instruments of exchange rate policy was ineffective, including devaluation of the hryvnia not significantly affect the process of import substitution. Tools of monetary policy did not contribute to stimulate import-substituting production. With the right trade policy, as Ukraine could export services at competitive prices. Currently, Ukrainian exports based on agro-commodities that make up two-thirds of exports of goods from the country. However, exports of services belongs to the priorities of Ukraine. Thus, the development of efficient services sector is vital. Implementation of import substitution policy in the context of stimulating small business development should take place, taking into account its level of development, import-substituting strategies, sectoral specialization of small businesses in regions of certain economic activities.Item Аналіз критеріїв, що впливають на вибір автозаправного комплексу(Видавництво Львівської політехніки, 2016) Карпій, О. П.; Васильців, Н. М.; Михайлик, Н. І.Розглянуто основні критерії, які впливають на вибір водієм автозаправної станції. Подано детальну структуру автозаправного ринку України. Проаналізовано залежність якості палива від джерела його походження. Розглянуто ціну палива, зокрема у Львівській області. Подано кількісне розташування автозаправних станцій по усіх областях України та структуру послуг, пропонованих автозаправними комплексами. In the article the basic criteria that influence the driver`s choice of the petrol station are considered. The main criteria, that drivers give maximum evaluation to, are: the quality of fuel, the price of fuel, location of the petrol complex, loyalty programs offered by petrol complexes, offered services, additional services and promotions. The detailed structure of petrol market of Ukraine is presented, where 68 % of fueling market controls ten companies, namely the group of companies Privat, which is represented on the market under such brands as Avias, Ukrtatnafta, ANP, Maveks, Sentosa Oil, Yukon and others, WOG, OKKO, AMIS, BRSM-Nafta, Shell, TNK, SunOil, Market, Tarnett. The second largest participant at the fueling market of Ukraine is a network of Ukrnafta, which belongs to the state company “Naftogaz Ukraine”. Its share is 32 % of all petrol stations` market and it is represented by such brands as: ANP, AVIS, Ukrnafta, Sentora, Maveks and others. The dependence of a petrol quality from the source of origin is analyzed, despite the fact that the fuel at the petrol complexes in Ukraine comes both from Ukraine and abroad. Domestic refineries have high project capacity and optimal territorial location, but the volumes of refining annually fall. This leads to increasing supplies from abroad, namely Russia, Belarus, Greece, Poland, Lithuania, Israel, Romania and Bulgaria. The price of petrol, in particular A-95, in the Lviv region in 2011–2016 is considered, and determined that the maximum rates in UAH equivalent of all grades of petrol were installed in early February 2015. However, given the exchange rate of the euro, there were two peak periods: the first in June and July 2012, when prices were highest at the A-95, A-98 and LPG (gas); second in March 2015 for A-92 and diesel fuel. The quantitative location of petrol stations in all regions of Ukraine as well as their geographic concentration is presented. The structure of the services offered by filling complexes is presented; this structure is formed of four elements: the root of the services – the basic petrol station that offers only refiling, additional paid services, auxiliary paid services and useful free services.Item Сутність і структура інтелектуального капіталу підприємств(Видавництво Львівської політехніки, 2016) Прокопенко, І. В.; Босак, А. О.Визначено сутнісні ознаки інтелектуального капіталу та описано різні типології його структурних елементів. У хронологічному порядку досліджено еволюцію та особливості формування терміна “інтелектуальний капітал” і суміжних до нього понять (нематеріальні активи, інтелектуальні активи, знання, капітал). Сформовано співвідношення понять і взаємозв’язків структурних елементів інтелектуального капіталу. Проаналізовано підходи до формування структури інтелектуального капіталу (структурний, функціональний і термінологічний), виявлено принципові розбіжності у трактуванні змістовного наповнення його складових та їх елементів. Intellectual capital (IC) has many different interpretations and ambiguities in defining its essential features, structure and properties. With increasing popularity of the IC management concept, many speculations on this topic appeared. Much businesses, begun racing one another to offer their services of evaluation of IC value, intangible assets, and companies' brands and trademarks while using mostly intuitive, and somewhere amateur or even fraudulent methods. For need of IC evaluation and its commercialization, it is critically important to clearly identify its components and describe their content. Further this typology will allow forming the system of IC evaluation indicators and methods of its regulation. In order to specify the concept of IC and formalize its structural elements, in this article are completed next tasks: examined existed definitions of IC and discovered their essential features; examined related to the IC concepts and identified their essential features in order to clearly differentiate them from IC; built a model of intercommunications of IC essential features and related to IC concepts; analyzed IC structural elements by various authors’ approaches and formed an own typology of these elements; formalized the description of IC structured elements. In the article are analyzed essential features of “intangible assets”, “intelligence”, “intellectual assets”, “intellectual property”, “knowledge”, and “capital” concepts. Based on comparative analysis of essential features, methods and context of these terms usage, their relation to IC has been established and a model of connections among separate essential features of described terms has been developed. When analyzing works of prominent experts in the IC field, two positions regarding correlation between “intellectual capital” and “intellectual assets” concepts clearly stand out. Many scientists who stood near origins of IC identification and management equate IC with intellectual and intangible assets (Karl-Erik Sveiby, J. H. Daum, Leif Edvinsson, Michael S. Malone, Annie Brooking) as these terms denote all intangible an organization has. Instead, other authors (Thomas A. Stewart, Michael Armstrong, A. V. Kendyukhov, W. Barancheev, O. M. Kolot) separate intellectual assets from intellectual capital, arguing that capital can be interpreted as ownership of assets and it is a higher form of economic performance than assets. More than 40 definitions of IC are reviewed in this article and the main essential feature has been selected for each of those definitions, which if examined, can fully explain content enclosed in the definition by author. There have been discovered only three of such essential features: intangible assets, knowledge and information, and intellectual resources. According to results of conducted research and own vision of current state and development prospects of IC, we believe that this term can be fully defined from structuralfunctional approach point of view. IC is a result of intellectual work in form of intellectual resources and intellectual products, values of which can create additional value through commercialization of structural, consumer, and human capitals. IC structure is a subject of controversy among many experts, but most of them agree to the fact that there are three related elements: structural, consumer, and human capitals. However, content and accentuation significantly varies from one researcher to another. This article carries out comparative analysis of various structural elements of IC and describes key trends of their development, and contradictions of its contextual content.Item Обґрунтування та вибір оптимальних схем механізмів фінансування неприбуткових проектів(Видавництво Львівської політехніки, 2016) Панченко, А. В.; Тимчишин, І. Є.Досліджено особливості різних механізмів та схем фінансування неприбуткових проектів, визначено пріоритетні сфери їхнього застосування. Враховуючи запропонований підхід до поділу неприбуткових проектів, розроблено економічну модель, яка використовується для вибору оптимальних схем залучення коштів та механізмів фінансування з орієнтацією на критерій максимуму фінансових та немонетарних вигод бенефіціантів у розрахунку на одиницю витрат, пов’язаних із реалізацією проекту. The article highlights various features of mechanisms and schemes of non-profit projects financing (sponsorships, donation, government support, preferential loans, co-financing, in particular, the participation of beneficiaries) and identifies priority areas of their application. The study of various schemes of non-profit projects financing gives grounds for establishing their best fields of application: public financial support in solving socially important problems is a necessary tool for the realization of state social policy; donation and sponsorship are effective for projects with relatively small scale and projects whose themes coincide with the priority values of the donor whether the strategy of the sponsor; mechanism of preferential loans is used for projects related to providing energy saving, ecology and protection of the environment, improving the high qua life; multi-channel financing is effective for large non-profit projects in various sectors of the economy, governance, environment, health, social security, public safety. Due to the study we proposed our own approach to a wide variety of non-profit projects grouping: projects whose implementation provides an income sufficient for full or partial cost compensation; projects that reduce costs of beneficiaries for the purchase of socially important goods and services; projects that result only in non-monetary benefits. Based on the proposed approach of non-profit projects grouping, there was developed an economic model that helps to select the best fundraising schemes and funding mechanisms with a focus on the criterion of maximum benefits per unit costs associated with the project. The model takes into consideration financial and non-financial benefits and costs of all beneficiaries and participants, using resources from different sources (own funds of the state, business and the “third sector”, the resources involved in non-repayable basis, loans). The application of the model makes it possible to determine the main parameters of multichannel financing schemes: the share of costs of each participant, periods and procedures of expenses and income, the marginal cost of financial resources etc. Practical implementation of the model requires the solution of two problems: monetary evaluation of non-financial benefits and the social discount rate determination.Item Особливості та тенденції розвитку мобільного маркетингу(Видавництво Львівської політехніки, 2016) Горбаль, Н. І.; Куян, М. М.; Горбаль, Ю. О.Розкрито сутнісні характеристики, технології та інструменти мобільного марке- тингу, наведено окремі приклади його використання. Проаналізовано витрати на мобільний маркетинг у різних країнах світу та наведені їхні прогнози до 2019 р., що засвідчили високу динамічність розвитку такого маркетингу. Досліджено тенденції використання і перспективи мобільного маркетингу в Україні. Наведено окремі реко- мендації під час застосування мобільного маркетингу. The essential characteristics, technologies and tools of mobile marketing are described, some examples of its use are provided. Mobile marketing expenses in the world are analyzed and their forecasts up to 2019 are presented. It shows highly dynamic development of the mobile marketing. The tendencies and prospects of using mobile marketing in Ukraine are analyzed. Some recommendations for using mobile marketing are given. Mobile marketing is marketing on or with a mobile device, such as a smart phone. Mobile marketing can provide customers with time and location sensitive, personalized information that promotes goods, services and ideas. Most people associate mobile marketing with SMS campaigns. It is the oldest and the most popular form of marketing via mobile phones but it is not the only way to communicate value of products or service to customers. Some of the most popular and effective types of mobile marketing include: 1. Text/SMS Marketing – Short message service (SMS) or sent to potential customers through the mobile phone; 2. Mobile Web – 90 % of mobile handsets are internet ready. This is basically advertising on internet web pages that are supposed to be for mobile technology; 3. Bluetooth Proximity Marketing – utilizes Bluetooth to connect with a marketers broadcasting station and station is programmed to automatically deliver content to the consumers’ phone. It automatically authenticates its make and model and sends the content; 4. MMS (multi-media message service) – these are messages that are sent to customers in the form of video, pictures and audio; 5. Mobile Applications – this form of mobile marketing involves ads inside of an application design. Basically it is a normal mobile application that includes an advert within it; 6. PPC (Pay Per Call) Mobile Marketing – these are usually advertisements that require the customer to perform a certain action like making a phone call usually with the provided number that the ad gives. If the customers make calls to that number they are then billed; 7. Mobile Banner Ads – this is when you see a mobile phone on a website with an advertisement on the screen. So in essence it’s just a standard banner ad but now customized to fit and cater to mobile phone websites; 8. Location-Based Marketing – this type of mobile marketing uses GPS and other software technologies to locate mobile phone users according to their current location and then send adverts and other information to them (usually multi-media); 9. Voice marketing – these are pre-recorded messages that are broadcasted to numbers from a computer managed list. IVR (Interactive voice response) is that automated voice that guides a person through the mobile provider’s customer mobile service section; 10. Mobile Games – games that a user downloads which advertise a company or its services and products and aim to entice the user to respond to the advertisement; 11. Barcodes/QR (quick-response barcodes) – codes that allow mobile users to easily obtain information via the use of their mobile. Mobile marketing is developing rapidly. It is predicted that global mobile marketing expenses will reach 101.37 bill. doll. in 2016, reflecting an increase of 430% compared to 2013. This is caused by the proliferation of mobile devices among consumers. Key players of the world market (USA, China, etc.) spent more and more funds on mobile communication. In Ukraine mobile marketing is also actively developing.Item Формування промислових кластерів як перспективний напрям розвитку промислового потенціалу(Видавництво Львівської політехніки, 2016) Станасюк, Н. С.Досліджено науково-методичні передумови формування промислових кластерів та проведено виділення шести наукових шкіл, ідеї яких стали основою розвитку кластерної теорії. Виділено основні етапи становлення промислових кластерів, що пов’язано із еволюційним розвитком світової економіки. Розкрито економічну сутність промислових кластерів, виділено їх особливості, визначені основні учасники та зв’язки між ними. Досліджено як вітчизняний, так і зарубіжний досвід кластеризації національної економіки. Визначено формування інноваційних кластерів як основний напрям розвитку промислового потенціалу, який сприятиме зростанню його конкурентоспроможності. Запропоновано концепцію кластеризації, в основу якої покладена мережева концентрація промислового виробництва із виділенням точок росту (високотехнологічних виробництв), що матиме позитивний вплив на модернізацію продуктивних сил та соціально-економічний розвиток регіонів. Today industrial potential is considered to be the basis for future economic growth of the country. Its effective development will facilitate the transition to innovative economy as a strategic state guide on the way to European integration. Taking into account the experience of leading countries, cluster approach should be regarded as a vector of modern industrial development. Introduction of the concept of industry clusteringunder the condition of global economy is concerned as the major factor of increasing the competitiveness of the national economy. Scientific and methodological preconditions for the formation of industrial clusters are studied in the article, their systematization and generalization is made, which allowedto point out six academic schools, which main ideas became the basis of the cluster theory. Basic scientific approaches to cluster formation are analyzed and main stages of industrial clusters such as creation ofsectoral and innovation clusters, due to the evolution of the global economy, are determined.The economic essence of industrial clusters, their features, main participants and relationships among them are distinguished.The main participants of the cluster under conditions of innovation economy are to be scientific research institutions, educational institutions, industrial enterprises, government and regional governments, financial intermediaries as well as infrastructure objects, which provide the creation of market, information and innovative environment. The international experience of the national economy clustering is studied, which indicates the relevance and appropriateness of introducing the cluster approach to the development of industrial potential.The approaches to the creation of cluster formations in the leading European, Asian countries and the USA are defined. Possibilities of international experience adjustment to the conditions of the national economy are analyzed. The development of cluster formations in Ukraine, including the activities of industrial clusters of Padilla, Carpathian and Zaporozhe region, is considered. It is pointed out that, despite the advantages of cluster approach, no suitableconditions for its implementation have been created in the country today. The main factor hampering the spread of clustering in the country’s economyis the lack of the concept of cluster development. The formation of innovation clusters is determined as the main direction of industrial potential development,which will improve its competitiveness. The concept of clustering, based on network concentration of industrial productionwith allocation of the growing points (hightech industries) that will have a positive impact on the modernization of productive forces and socio-economic development of regions, isoffered.The conducted analysis allowed to identify the main benefits thestate can receive from implementation of the cluster of industries. The mainprinciples, on whichthe concept of cluster development of industrial potential should be based, are defined: orientation on current trends of industrial potential development; conceptual basis is to be consistent with the strategic guidelines of the national economy; the content should include modern scientific and methodological tools. It was proved that the implementation of the concept requires the creation of necessary conditions both on macroand mesa levels in order to form a favorable institutional environment. Conclusions as to the necessity of stage-by-stage introduction of the concept of cluster development of industrial potential in Ukraine were made in the article.