Yearbook

More titles

• 

  THE SHADOW OF DIGITAL ECONOMICS

  A new direction of scientific research related to outlining a new segment of the shadow economics is discussed: the shadow economics in the domain of information and communication technologies or the shadow digital economics. The task is to form a scientific understanding of the main trends, directions and prospects of the development of the ... A new direction of scientific research related to outlining a new segment of the shadow economics is discussed: the shadow economics in the domain of information and communication technologies or the shadow digital economics. The task is to form a scientific understanding of the main trends, directions and prospects of the development of the global market for criminal products and services in the context of globalization.The review and comparative analysis is based on reports and available statistical materials from well-known global research centers, whose activities are related to research on information security problems and struggling against cybercrime. An analysis of modern information threats to the individual, society and the state, which are included in the global risk rating, is carried out. A large amount of statistical data characterizing certain aspects of shadow digital economics such as activities of cybercriminals, regional distribution of cybercrime, and damage from known computer incidents have been analyzed. The steady growth of not only quantitative indicators, but also qualitative characteristics of cybercrime has been revealed. Great attention has been paid to the development and definition of the category of “shadow digital economics”, its structure and genesis, with the identification of such components as “shadow information technologies”, “shadow information systems” and “shadow digital economics”. A comprehensive analysis of the evolution of the term “shadow digital economics” has been carried out, with five main approaches: legal, mathematical, socio-psychological, organizational, managerial, economic and financial. Market structure is analyzed with the segmentation of products and services. The criminal factor of products and services industry is singled out. A new classification of software products and information services of a criminal nature is proposed. A selection of a group of “prospective” services that can cause irreparable and significant harm to the state and commercial information systems has been carried out. An analysis of measurement methods and approaches to assessing the level of the shadow digital economics is carried out, the main factors influencing them are determined. The level of support for the shadow digital economics by organized criminal groups has been determined, and a conclusion has been drawn about the stimulation of development and their excess of demand for relevant products and services. The results of this study can serve as a basis for predictions, effective struggle and confronting the manifestations of the shadow digital economy.

• 

  PUBLIC RELATIONS AND THEIR ROLE IN COMMUNICATION POLICY OF ORGANISATIONS

  Theoreticians and practicians have been constantly trying to formulate the most precise definition, which explains and justifies the concept of “public relations”. It undoubtedly relates to communication management so that good interconnection and mutual understanding between an organisation and its audiences can be built. The establishment of the ... Theoreticians and practicians have been constantly trying to formulate the most precise definition, which explains and justifies the concept of “public relations”. It undoubtedly relates to communication management so that good interconnection and mutual understanding between an organisation and its audiences can be built. The establishment of the “PR” system is a complex process, through which optimal publicity of an organisation’s activities is achieved. It improves its prestige, which is the guarantee for maintaining a favourable image among the general public.The thesis that the author justifies, is that public relations help harmonize the interests between an organisation and various groups of the society in order to maintain a constant two-way connection with the consumers, choose the right response to crisis situations, to achieve transparency and publicity of their actions in business. The aim of the study is to analyze and interpret public opinion, attitude and any other issues related to the studied structures and to present marketing tools for approving their positioning to the public. The main tasks are focused on analyzing public relations; defining the practical aspects and main activities of public relations specialists; presenting the duties of PR specialists and the PR activities performed in an industrial enterprise and in a public institution; defining the main tools of the public relations marketing which are used in both studied structures.

• 

  APPLICABLE ASPECTS OF CUSTOMER-CENTERED BUSINESS MODELS

  The present study outlines contemporary customer-centered approach methods of business management. The nature, benefits and opportunities applying to the concepts Customer Lifetime Value, Customer Equity and Customer Engagement are thoroughly examined. The purpose of this paper is on the basis of the review of the existing customer-centered ... The present study outlines contemporary customer-centered approach methods of business management. The nature, benefits and opportunities applying to the concepts Customer Lifetime Value, Customer Equity and Customer Engagement are thoroughly examined. The purpose of this paper is on the basis of the review of the existing customer-centered business models, opportunities of their execution to be deduced. Based on the indicated strengths and weaknesses, an author’s customer-oriented model for maintenance of the relationship with the customers has been developed, the idea of which is to integrate and overcome the disadvantages of the models that have been reviewed.