Вісники та науково-технічні збірники, журнали
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Item Актуальні питання розвитку креативного підприємництва в Україні(Видавництво Львівської політехніки, 2019-03-20) Лукашова, Л. В.; Lukashova, L. V.; Київський національний торговельно-економічний університет; Kyiv National University of Trade and EconomicsВисвітлено актуальні питання розвитку національного креативного підприємництва, яке розглядається в контексті малого підприємництва та його фасилітації. Визначено перелік проблем розвитку креативного підприємництва в Україні. Розроблено програму фасилітації національного креативного підприємництва із класифікацією фасилітаційних заходів за метою їх здійснення. Запропоновано економічні, соціальні, інформаційно-консультаційні, правові, мотиваційні та інноваційні заходи підтримки розвитку креативного підприємництва. Глибоко досліджено альтернативний варіант фінансування господарської діяльності суб’єктів креативного підприємництва – краудфандинг.Item Marketing communications as a necessary prerequisite for efficient work of a philharmony(Lviv Politechnic Publishing House, 2019-02-26) Karyy, O.; Protsak, K.; Prosovych, O.; Lviv Polytechnic National UniversityThe purpose of the article is to summarize the peculiarities of marketing communications in the field of culture and arts and philharmonic in particular, to consider the financial component of the activities of the philharmonic and to propose measures for its improvement. Analyze modern creative means and tools of communication marketing and adapt them for activities of philharmonic. The article investigates that organizations of the sphere of culture and arts and philharmonic society, in particular, operate in conditions of instability, great competition and uncertainty. Their success depends directly on the number of visitors. Therefore, marketing communications play an extremely important role in the life of cultural and arts organizations and the philharmonic. In general, the marketing of organizations of the socio-cultural sphere and the philharmonic, in particular, consists of the same components – good, price, place and promotion, but in the philharmonic they have their own specific, which is that the product can be divided into the main and the additional. It is also noted that the implementation of philharmonic events non-commercial and commercial marketing leads to the same effects – a high commercial outcome. The difficulty in promoting of philharmonic arts services is due to lack of funds for such events. In order to realize marketing measures of a flexible strategy of cultural and arts organization, it is proposed to implement the latest financial technologies – fundraising and crowdfunding. Elements of scientific novelty can see in construction of an algorithm of action in the application of fundraising, as well as in generalization of modern types of marketing communications tools for the philharmonic. The practical value of this study is to elaborate on the application of four possible to promote the future of the Philharmonic's concert, namely Event- Marketing, Art-Marketing, Entertainment Marketing and Guerrilla Marketing. The advantages, disadvantages and costs of each of these promotion methods are outlined. The research found that Guerrilla marketing or Art-marketing is inappropriate due to its quot; aggressive" way of promoting and possible problems with obtaining permission, while Entertainment-marketing and Event marketing are recommended for use in the Philharmonic. Also the main stages of the use of Event-marketing are described in detail. It is recommended to borrow foreign experience. For the Philharmonic, it is suggested to use the experience of the world class chamber orchestra of Manchester Kamerata. This orchestra promotes its cultural product very flexible and attract the maximum number of viewers. Further research will address the more detailed study of the effectiveness of marketing activities of the cultural and arts organizations.Item Characteristic peculiarities of main crowdfunding websites(Видавництво Львівської політехніки, 2016) Ugolkova, O.The purpose of this article is to formulate the description of crowdfunding as an alternative financial instrument and to systematize the information about international experience of crowdfunding operations in order to provide the necessary information base for further detailed researches. The practical significance of the research is to develop recommendations for using the crowdfunding models of funds accumulation for small business and entrepreneurship in Ukraine. In current article, author reveals the concept of the crowdfunding and its advantages (opportunity to obtain a significant amount of financial resources in a short period, low fees of using financial recourses, ability to evaluate the potential for the newly created company, ability to realize free analysis of potential product consumers, easy registration of project). The author justifies the need of using this innovative instrument in Ukraine. In developed countries crowdfunding has become a known and effective tool for accumulating financial resources for small and medium enterprises and entrepreneurs. This method of fundraising allows realizing a significant number of projects in various fields: culture, art, IT-sector and business. Many of these projects cannot be implemented by using services of financial intermediaries, because these projects often are not profitable for financial intermediaries and their implementation involves significant level of risks. The article provides the characteristics of crowdfunding as an alternative financial instrument in order to disclosure the difference between the concepts of crowdfunding and crowdinvesting. Crowdfunding is the practice of funding the project or enterprise by the accumulation of small amounts of money from large numbers of people via internet. Crowdinvesting is a type of crowdfunding which is characterized by obligatory financial remuneration of donors of the project. For instance, it can be the investment in exchange for shares or rewarding donors by royalty. The main crowdfunding platforms of the world were analyzed (Kickstarter.com, Indiegogo.com, LendingClub.com, Rrosper.com, Crowdcube.com, Crowdfunder.co.uk and Kisskissbankbank.com) and the key features of each platform were identified. Interest of the research is in the studies of information about international experience of crowdfunding operations in order to provide the necessary information base for further detailed researches. Author formulates the following conclusion: there is a significant demand for microfinance in Ukraine, which can be secured using crowdfunding models of funds accumulation. In conclusion author describes the enabling conditions that must be created in our country: provision visionary regulation of crowdfunding activities, implementation of effective technological solutions, and creation of basis for development of high confidence and culture that are necessary for this innovative instrument.Item Існування середнього класу як одна з передумов функціонування краудфандингу(Видавництво Національного університету "Львівська політехніка", 2016) Уголькова, О. З.; Реверенда, Н. Ю.Розкрито поняття середнього класу та його роль для впровадження та розвитку краудфандингу. Автори проаналізували наявні визначення поняття середнього класу та його ключових характеристик. Проаналізовано вплив представників середнього класу на існування краудфандингових платформ. Цікавими є результати дослідження американського середнього класу та його особливостей. In current article, authors reveal the concept of the middle class and its role in the implementation and development of crowdfunding. The article aims to prove that the middle class is the social basis for the development of crowdfunding. The challenge lies in the definition of “middle class” and its elements and analysis of social society structure. The authors made an analysis of existing definitions of middle class and its key characteristics. Characteristics such as middle-class economic independence, awareness of its importance in public life, higher education and professional qualifications and political activity were argued. Also analyze of middle class in Ukraine was conducted, and its features and problematic aspects of research were identified. Author formulates following conclusion: there is a significant demand for microfinance in Ukraine, which can be secured using crowdfunding models of funds accumulation. Scientists agree that the existence of an active middle class in Ukraine – it is an exaggeration, because the characteristics of the Ukrainian middle class do not meet European and American perceptions of the middle class. Formation of the middle class is the basis for the development of civil society. Only in such circumstances, the development of crowdfunding becomes possible.