N. Sirenko, O. Melnyk, I. Barishevskaya. Creative class of knowledge economy

N. Sirenko

O. Melnyk

I. Barishevskaya

The article studies how the knowledge economy is one of the sectors playing a decisive role in the functioning of the economic system.

It is shown that, at the moment, scientists are not unanimous in their definition of  “the knowledge economy” and “the innovative economy”. So, L. Mindey and L. Pipia define them as synonyms. I. Kondaurov and O. Khasnutdinova point out that the knowledge economy should be considered systematically and comprehensively in the broadest sense. In this case, it acts as: an innovative economy; post-industrial economy; information economy; global network economy. At the same time, they emphasize that the theoretical premise of the knowledge economy in an historical context is the idea of ​​innovation, and accordingly, an innovative economy.

It is demonstrated that effective development of the knowledge economy takes place on the condition of interpreting three relatively independent spheres of social activity: 1) education and training; 2) R & D and innovations; 3) information and communication technologies. At the same time, the key factor in production is intellectual capital, intangible assets, information and communication. It is sufficiently important to provide the necessary conditions for the development of a knowledge-based economy.

Further exploration shows that today, one of the key tasks facing the majority of nation states is developing their creative industries in order to strengthen their competitive advantage in the global market.

The most significant contribution to the development of the theory of the creative class was introduced by sociologist R. Florida, who divides it into two subclasses – the super-creative core and creative specialists. To “suprareative nucleus”, he has assigned professions in the following areas: programming and mathematics; Architecture and engineering; natural and social sciences; education and science; education and library affairs; art; design; entertainment; sport; and the media. The subclass of “creative specialists” includes: managers; Professions in business and finance; health care professionals; high-tech production specialists; executive positions related to sales, etc. Investigations reveal that the main qualities inherent in the creative class are: youth, high productivity, independence, entrepreneurship, and a high level of education.

Keywords: knowledge economy, innovative economy, innovations, creative industry, creative class, entrepreneurship.


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Theoretic aspects of marketing strategy of agrarian enterprises’ developmen

4(81), 2014
UNC 631.11:658.012.32

I. Baryshevska

It was proved that a prerequisite for the effective development of agrarian enterprises forms strategic management system which accounts the direction of the company and its main tasks.

It was determined that the process of farms’ development strategy causes a significant impact on natural biological resources and on the type of agrarian enterprises’ development at the given moment.

It was proved that the basis for agrarian enterprises’ strategy development is an advisable choice of hierarchical structure consisting of four strategic levels (corporate, competitive, functional, operational), adequate levels of government support and the levels of strategies’ implementation according to enterprise’s type.

It was demonstrated that the company which is struggling for success in a competitive environment, should form its marketing strategy according to the peculiarities of competition and consumer demand.

It was determined that one of the main types of marketing strategy is diversification in order to increase enterprises’ products or activities. Application of this method will allow getting sales revenue in case of any disaster.

It was proved that price and pricing take a central place among various levers of economic management mechanisms. A wide range of prices allows to choose the own pricing strategy of agrarian enterprises in the specific marketing conditions.

It was granted that the segmentation strategy is aimed at providing competitive advantage on a separate and often the only market segment that is allocated on the basis of specific criteria. Segment is a specially allocated market share of consumer product group united by some common features.

It is evident that the marketing strategy is the most important functional strategy because it provides justification for market orientation in agrarian enterprises. This strategy has two main targets which are market and product. (more…)