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Structural Disparities in the Implementation of Export Strategies of Ukrainian Enterprises
Nikolaiev M. G., Meshko N. P.

Nikolaiev, Mykola G., and Meshko, Nataliia P. (2020) “Structural Disparities in the Implementation of Export Strategies of Ukrainian Enterprises.” Business Inform 12:401–410.
https://doi.org/10.32983/2222-4459-2020-12-401-410

Section: Management and Marketing

Article is written in Ukrainian
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UDC 658

Abstract:
The strategic development of most large enterprises, as well as successful productions of medium and small businesses is focused on expanding sell markets beyond the national economy. The logic of the research as formed by the authors is based on a combination of both quantitative and qualitative methods of analysis, which provide an opportunity to identify trends in the implementation of export strategies, allocate clusters of markets on price grounds, and assess the consequences of the implementation of export strategies of Ukrainian companies. The competitive environment of global markets is changing in space and time. It is substantiated that the development of marketing export strategies of companies should be based on the analysis of industry markets taking into account the main competitors – both countries and companies. The method of calculating the country’s participation coefficients in the world market of imported goods on an industry basis is applied. The absolute and relative indicators are analyzed, which in combination give a holistic picture of the current state of implementation of Ukraine’s export potential, as well as the initial data for further actions towards improving the efficiency of the process of internationalization of business. The overall efficiency of the company’s development, in particular the quality of functioning of all systems involved in exports, depends largely on the quality of management, which determines the need to implement certain measures of the organizational and economic support in the sphere of staff, finance, production, and sales at the enterprise. The problems that substantially affect the competitiveness of Ukrainian exports are outlined. At the same time, a significant backlog of global trends in the exports of high-tech goods and services, leading to low profitability of export activity in general, is identified. The analysis of structural shifts in the export activity of Ukrainian enterprises is carried out, the types of price strategies in the practice of promotion to new markets are identified. The practice of conduct of export activity shows that companies use different export marketing strategies both in the developed and in the developing countries. The obtained results of the research should be used by representatives of Ukrainian business for analysis, elimination of shortcomings and disparities, as well as development of new business models of export activity. Recommendations for improving export strategies in the conditions of digitalization of markets are formed. Prospect for future research is to find possible ways to increase the technological efficiency of Ukrainian exports and, consequently, increase the competitiveness of the national economy.

Keywords: export strategy, matrix of export strategies, structural disparities of exports, industrial marketing, digitalization of markets.

Fig.: 5. Tabl.: 1. Formulae: 2. Bibl.: 27.

Nikolaiev Mykola G. – Postgraduate Student, Department of Marketing and International Management, Oles Honchar Dnipro National University (72 Haharina Ave., Dnіpro, 49010, Ukraine)
Email: [email protected]
Meshko Nataliia P. – Doctor of Sciences (Economics), Professor, Head of the Department, Department of Marketing and International Management, Oles Honchar Dnipro National University (72 Haharina Ave., Dnіpro, 49010, Ukraine)
Email: [email protected]

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