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Рр. 3 – 10

Business Readiness Levels and Their Role in Technological Entrepreneurship

Brutyan Murad Muradovich, PhD student, Russian Presidential Academy of National Economy and Public Administration; specialist, prof. N.E. Zhukovsky Central Aerohydrodynamic Institute; 1, Zhukovsky str., Zhukovsky, 140180, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The problem of ratio of risk and profitability of investment in innovations is considered. The calculation of an expected cost of options of investment into innovative project is carried out on concrete example. Also the expediency of implementation of the project depending on the quantity of the available financial resources is analysed. The question of successful innovative business models creation in technological entrepreneurship is raised. It is established that the business stage is the most risky and unpredictable in all development and deployment of technological innovation process. The expert-test approach related to business readiness levels assessment which is urged to reduce risks of technological entrepreneurship is described. The concept of and integrated index of investment appeal of a technological innovation is introduced and the technique of its evaluation is developed.

Рр. 11 – 14

Marketing Service of Enterprise: Optimization of Functional Duties

Isaev Aleksandr Arkadyevich, Doctor of Economics, Professor of International Marketing and Trade Department, research supervisor of programs of a magistracy, direction of preparation «Trade business» of Vladivostok State University of Economics and Service, 41, Gogol str., Vladivostok, 690014 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

On the basis of the theory of ensuring competitiveness of the enterprise and the emotional theory of sales the reason of appearance in the market the marketing specialists – the market psychologists (business psychologists) is revealed. They are experts in the field of ensuring adoption by the buyer of the decision on purchase of various goods. The original approach to optimization of functional duties of staff of marketing service of the enterprise based on formation of marketing service of the enterprise with «pure» marketing specialists (psychologists) by removal from it of logisticians, economists and analysts of the market is offered. The structure of department of sales as control system including five basic elements is given: head of sales (commercial director) and four departments — marketing department, department of logistics, department of studying of the market, economic department.

Рр. 15 – 22

Formation of the Enterprise’s Brands System Based on the Interaction of Corporate, Commodity and Employer’s Brands

Zhukova Tatiana Nikolaevna, Ph.D., Associate professor, Saint-Petersburg State University of Economics; 21, Sadovaya street, Saint-Petersburg, 191023, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Chugunona Ekaterina Konstantinovna, Ph.D., Associate professor, Saint-Petersburg State University of Economics; 21, Sadovaya street, Saint-Petersburg, 191023, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article addresses the management of brands system, including corporate brand, product brands and HR-brand. The authors show the effect of the interaction of corporate, product and HR-brands in relation to the targeted audiences and propose a model of a brand system which reflects the scope of brand relations. The article offers a presentation of brands as a set of components that includes: element-identifiers, core values and elements of the brand environment which realize the relationship of brands in the company. The authors provide recommendations on the formation of a brand system using synergies. The article provides examples of how contemporary companies organize interactions of brands aimed at a specific target audience (customers, employees, the business environment and the public).

Рр. 23 – 35

International Companies Practice in Realization Innovative Projects of Brand Development

Nikulina Olga Valeryevna, Doctor of Economics sciences, Professor at the Department of World Economy and Management, Kuban State University; 149, Stavropolskaya st., Krasnodar, 350040 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Grigoreva Ksenia Romanovna, Undergraduate of the second year, management direction, course «Project Management», Department of World Economics and Management, Kuban State University; 149, Stavropolskaya st., Krasnodar, 350040 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

In the article the innovative projects of creation and development of the brand on example of the leading international companies Ikea, Coca-Cola, Apple, Nokia are analyzed. According to the procedure BAV the brand health of these companies is estimated by key indicators such as uniqueness, relevance, respect and knowledge. The authors compiled a matrix of brands health. Comparative analysis of the promote strategies of these companies allows to select the particularities of brand development projects. For Coca-Cola: a unified positioning of the product line, availability of goods, the use of integrated marketing communications for the product demonstration. For Ikea: firstly, solutions for everyday life, secondly, positioning of brand products as low-cost and high-quality, thirdly, the use of modern marketing communication (catalog, ambient, product placement), and fourthly, the transformation shopping process for consumers in a rest time. For Apple: the emphasis on design, the pursuit of continuous innovation, positioning as a premium-brand product, opposing Apple brand to other companies. For Nokia: the product positioning as a comprehensive solution, quality and reliability. The value dynamic of the company’s brand is by the method InterBrand, Brand Finance calculated. Indicators of gross income and net income as a measure of effective brand management are analyzed. After analyzing the gross income dynamic of the companies, and the value of their brands for the period from 2007 to 2014, the authors confirmed the relationship: by increasing the company’s brand value the gross income is growing and vice versa.

Рр. 36 – 44

Domestic Social Advertising: Theory and Practice

Isaev Sergey Mikhaylovich, Ph.D. in Economics, Associate Professor, Institute of Business Studies (IBS-Moscow) within the Russian Presidential Academy of National Economy and Public Administration (RANEPA); 82, Vernadsky Ave., Moscow, 119571, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The author of the article attempts to analyze the development of theory and practice of social advertising after the term «social advertising» was for the first time legally enshrined in domestic practice in the Federal law of 1995 «Advertising» №108-FL. Inside the article author analyzes and shows the development of the rules and requirements to the social advertising in № 108-FL and №38-FL versions of the law «Advertising». A brief review of Russian literature, dedicated to social advertising, published in the last 20 years was carried out. The author concludes that to date the Russian Federation has a formed legislative and theoretical framework of the phenomenon «social advertising».
For the purpose of analysis the actual practice of domestic social advertising was researched from the point of view: 1) advertisers – customers of social advertising; 2) advertising agencies – the authors and developers of social advertising; 3) advertising distributors – media that broadcast social advertising.
The author formulates two main conclusions: 1) the current law «Advertising» № 38-FL has too unspecific and vague definition of the concept «social advertising». This makes it difficult to work out normative documents that regulate and stimulate a good practice of development, placement and utilization of social advertising; 2) the widespread in economically developed countries practice of granting tariff preferences for social (cost-free) advertisement could make its production and placement more effective for the domestic subjects of the advertising market. This would attract additional financial, creative and media resources, and would turn social advertising into a full-fledged high-effective communication tool.