Keywords
functioning
growth
development
impressions
attractiveness
reputation
strategizing
How to Cite
Abstract
Changing conditions for the life of enterprises require the introduction of new models of economic development and approaches and methods of managing them. One of the promising models is the impression economy, the use of which is capable of ensuring the growth of the net profit of enterprises and the added value of production at a faster rate than when using other economic models. This is because partners and consumers, when making management decisions about cooperation with them and purchasing products, rely on both rational and emotional impressions of the activities of enterprises. In order for enterprises to develop successfully, they must actively use the strategizing process to form strategies. However, for the impression economy model, the issues of forming and choosing strategies while taking into account its advantages remain unresolved. In this regard, the purpose of the article is to present the author's proposals for forming enterprise strategies in the conditions of the impression economy. The main methods used in the article are theoretical generalization, analysis, synthesis, structural-logical method, system approach, matrix and graphic methods, and golden ratio method. The main result of the article is a substantiated proposal for a comprehensive step-by-step use of the main methods of forming and choosing enterprise activity strategies and their varieties, taking into account the advantages of the impression economy and specifying the methods of using the proposed approaches. The results of the article consist of a proposal to use a resource approach at the first stage of strategizing with a specification of the quantitative methodology for applying SWOT analysis and a proposal to use the proposed strategic vector of strategies for their positioning. At the second stage, it is proposed to use the method of key success factors to specify the selected strategies with the construction of a matrix of strategies based on attractiveness, i.e. rational impressions about the enterprise, and its reputation, i.e. emotional impressions, to which patriotic ones are added. At the third stage, it is proposed to use the method of dynamic competencies. Such a consistent, comprehensive, and systematic application of methods will allow to full use the advantages of the impression economy model, which is especially important for the revival of the Ukrainian economy in the post-war period.
References
1. Ostrikova, T. (2020, August 26). Shist modelei rozvytku ekonomiky pislia pandemii koronavirusu ta potentsial yikh rozvytku [Six models of economic development after the coronavirus pandemic and their development potential]. Ekonomichna pravda. https://www.epravda.com.ua/columns/2020/08/26/664360/ (in Ukrainian)
2. Yastremska, O. O. (2024). Modeli ta stratehii informatsiinoi vzaiemodii pidpryiemstv v umovakh ekonomiky vrazhen [Models and strategies of information interaction of enterprises in the experience economy]. In V. S. Ponomarenko (Ed.), Innovatsiinyi rozvytok diialnosti subiektiv hospodariuvannia v umovakh voiennoho ta povojennoho stanu: teoriia, praktyka, analityka [Innovative development of the activities of economic entities in wartime and postwar conditions: Theory, practice, analytics] (pp. 197–226). Kharkiv: KhNEU im. S. Kuznetsia. http://repository.hneu.edu.ua/handle/123456789/33301 (in Ukrainian)
3. Iastremska, O. O. (2024). Substantiation of the conceptual and categorical apparatus of the symbiosis of the experience economy and strategizing. Ukrainskyi zhurnal prykladnoi ekonomiky ta tekhniky – Ukrainian Journal of Applied Economics and Technology, 9(4), 92–103. https://doi.org/10.36887/2415-8453-2024-4-14 (in Ukrainian)
4. Pine II, B. J., & Gilmore, J. H. (2020). The experience economy, with a new preface by the authors: Competing for customer time, attention, and money (rev. ed.). Boston: Harvard Business Review Press.
5. Pain II, B. Dz., & Hilmor, Dz. (2021). Ekonomika vrazhen: bytva za chas, uvahu ta hroshi kliienta [The experience economy: Competing for customer time, attention, and money]. Kharkiv: Vivat. (in Ukrainian)
6. Pine II, B. J., & Gilmore, J. H. (1999). The experience economy: Work is theater & every business a stage. Harvard Business School Press.
7. Vartanova, O. V., & Rovniahin, O. V. (2022). Revitalizatsiia kontseptsii ekonomichnoi povedinky ta irratsionalnosti yii subiektiv u pryiniatti rishen [Revitalization of the concept of economic behavior and irrationality of its subjects in decision-making]. Tavriiskyi naukovyi visnyk. Seriia: Ekonomika – Tavriyskyi Scientific Bulletin. Series: Economics, (13), 9–15. https://doi.org/10.32782/2708-0366/2022.13.1 (in Ukrainian)
8. Sheremeta, R. (2024). Povedinkova ekonomika [Behavioral economics] [Public lecture]. https://www.youtube.com/watch?app=desktop&v=lyRhxDFUwFQ&ab_channel=RomanSheremeta (accessed September 8, 2024). (in Ukrainian)
9. Chubukova, O. Yu., & Yarenko, A. V. (2016). Ekonomika vrazhen: peredumovy zarodzhennia, holovni idei, ekonomichna sutnist [Experience economy: Prerequisites for emergence, main ideas, economic essence]. Visnyk Kyivskoho natsionalnoho universytetu tekhnolohii ta dyzainu. Seriia Ekonomichni nauky – Bulletin of Kyiv National University of Technologies and Design. Series: Economic Sciences, (6), 92–98. http://nbuv.gov.ua/UJRN/Vknutd_2016_6_13 (in Ukrainian)
10. Petrychenko, P. (2014). Upravlinnia emotsiiamy ta vrazhenniamy kliientiv [Managing customer emotions and experiences]. Visnyk sotsialno-ekonomichnykh doslidzhen – Bulletin of Socio-Economic Research, (2), 232–237. http://nbuv.gov.ua/UJRN/Vsed_2014_2_38 (in Ukrainian)
11. Biletska, I. I. (2013). Emotsiinyi marketynh yak suchasna kontseptsiia brend-menedzhmentu [Emotional marketing as a modern brand management concept]. Marketynh: teoriia i praktyka – Marketing: Theory and Practice, (19), 12–16. (in Ukrainian)
12. Kumarova, N. I. (Ed.). (2021). Ekonomika vrazhen i pryrodokorystuvannia: pryntsypy inkliuzyvnosti ta stalosti [Experience economy and environmental management: Principles of inclusivity and sustainability]. Odesa: DU “IREED NANU”. https://doi.org/10.31520/978-966-02-9838-5 (in Ukrainian)
13. Bolotna, O. V. (2013). Emotsiinyi marketynh yak tekhnolohiia upravlinnia povedinkoiu spozhyvachiv [Emotional marketing as a technology for managing consumer behavior]. Efektyvna ekonomika, (8). http://www.economy.nayka.com.ua/?op=1&z=2257 (in Ukrainian)
14. Raiko, D. V. (2024). Stratehichne upravlinnia pidpryiemstvom u konteksti ekonomiky vrazhen: intehratsiia emotsiinoho marketynhu u biznes-model [Strategic enterprise management in the context of the experience economy: Integration of emotional marketing into the business model]. Business Inform, (8), 459–465. https://doi.org/10.32983/2222-4459-2024-8-459-465 (in Ukrainian)
15. Raiko, D. V., & Drepin, I. M. (2025). Stratehuvannia rozvytku pidpryiemstv u tsyfrovu epokhu: synerhiia marketynhu ta ekonomiky vrazhen [Strategizing enterprise development in the digital era: Synergy of marketing and the experience economy]. Stalyi rozvytok ekonomiky – Sustainable Development of the Economy, 1(52), 86–92. https://doi.org/10.32782/2308-1988/2025-52-12 (in Ukrainian)
16. Lysak, O. I., Tebenko, V. M., & Boltianska, L. O. (2024). Kreatyvni stratehii v torhivli: analiz suchasnykh innovatsiinykh pidkhodiv [Creative strategies in trade: Analysis of modern innovative approaches]. Zbirnyk naukovykh prats Tavriiskoho derzhavnoho ahrotekhnolohichnoho universytetu imeni Dmytra Motornoho (ekonomichni nauky) – Collection of Scientific Works of Tavriyskyi State Agrotechnological University named after Dmytro Motornyi (Economic Sciences), (4). https://doi.org/10.32782/2519-884X-2024-53-17 (in Ukrainian)
17. Bohdan, N., Krasnokutska, Yu., & Sokolov, D. (2021). Upravlinnia povedinkoiu spozhyvachiv yak marketynhovyi instrument pidvyshchennia ekonomichnoi efektyvnosti pidpryiemstv turindustrii [Managing consumer behavior as a marketing tool to enhance the economic efficiency of tourism industry enterprises]. Ekonomichnyi analiz – Economic Analysis, 31(1), 69–80. https://doi.org/10.35774/econa2021.01.069 (in Ukrainian)
18. Ponomarenko, V. S., & Yastremska, O. M. (Eds.). (2005). Stratehichne upravlinnia orhanizatsiinymy peretvorenniamy na promyslovykh pidpryiemstvakh [Strategic management of organizational transformations in industrial enterprises]. Kharkiv: Vyd. KhNEU. (in Ukrainian)
19. Yastremska, O. (2024). Vydy vrazhen ta yikh vymiriuvannia yak rezultatu diialnosti pidpryiemstva [Types of experiences and their measurement as a result of enterprise activity]. In Marketynhovi ta orhanizatsiini mekhanizmy povojennoho rozvytku haluzi hostynnosti ta turyzmu Ukrainy: Zb. tez dopovidei II Mizhnarodnoi nauk.-prakt. konf. (26-27 lystopada 2024 roku, m. Kharkiv). Chastyna 1 [Marketing and organizational mechanisms for the postwar development of the hospitality and tourism industry of Ukraine: Collection of abstracts of the II International Scientific-Practical Conference (November 26-27, 2024, Kharkiv). Part 1] (pp. 24–31). Kharkiv: Nats. tekhn. un-t “Kharkiv. politekhn. in-t”. http://repository.hneu.edu.ua/handle/123456789/34722 (in Ukrainian)
20. Shmatkov, D., Bielikova, N., Antonenko, N., & Shelkovyj, A. (2019). Developing an environmental monitoring program based on the principles of didactic reduction. European Journal of Geography, 10(1), 99–116. https://www.eurogeojournal.eu/index.php/egj/article/view/65/39
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Copyright (c) 2025 Olesia Iastremska