Роль та місце інноваційно-маркетингових екосистем в контексті іміджу країн, міст, ІТ-підприємств
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Дата
2025
Автори
Назва журналу
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Назва тому
Видавець
Видавничий дім «Гельветика»
Анотація
У статті досліджено роль та місце інноваційно-маркетингових екосистем в контексті іміджу країн, міст, ІТ-підприємств в умовах інформаційної економіки. Визначено сутність іміджу країн, зумовленого розвитком інформаційно-комунікаційних технологій. Проаналізовано ключову роль інноваційно-маркетингових екосистем у процесі іміджегенезу міст, окреслено їхні основні компоненти та інтегровану наповненість. Удосконалено розуміння інноваційно-маркетингової екосистеми міста як динамічної системи, що сприяє економічному зростанню та залученню інвестицій. Досліджено взаємозалежність між інноваційно-маркетинговими екосистемами міста та ІТ-підприємств, виявивши їхні спільні та відмінні риси. Визначено стратегічні напрямки розвитку української екосистеми ІТ-підприємств. Окреслено важливість формування спеціалізованих екосистем для позиціонування країни як інноваційного хабу.
The article examines the role and place of innovation and marketing ecosystems in the context of the image of countries, cities, and IT enterprises in the information economy. The aim of the work is a comprehensive analysis of the image of these entities in the context of innovation and marketing ecosystems. The research methodology was based on a systemic approach, which involves conceptualizing the image at different levels of management - from enterprises to the national - taking into account the specifics of the information economy. An analysis of the relationships between key components of ecosystems and their impact on image genesis was conducted. Special attention was paid to identifying common and distinctive features of innovation and marketing ecosystems of the city and IT enterprises, as well as mechanisms for their synergistic interaction to optimize management decisions. A conceptual vision of the IT image of countries as a set of their information identity and digital competitiveness was investigated. It has been established that in the formation of a positive image of a modern city, an effectively functioning innovation and marketing ecosystem plays a decisive role - a dynamic system that unites key participants in the innovation environment for the generation and implementation of new technologies. A deep interdependence between the ecosystems of the city and IT enterprises has been revealed, where the city is a source of resources for innovation, and IT innovations modernize the city, forming its positive image. A comparative analysis of similar and distinctive features of the functioning of these ecosystems has been proposed, which is the basis for strategic initiatives. It has been determined that the image of an IT enterprise is a synergistic configuration of technological leadership, innovation and social responsibility, and its development involves deepening the integration of ecosystem elements and the formation of clusters to ensure global competitiveness. The practical value of the article lies in the development of specific recommendations for increasing the investment attractiveness of ecosystems. These include improving the legal framework for intellectual property protection, developing public-private partnerships to promote research and human resource development, and strengthening the marketing component focused on global markets. The proposed approaches will contribute to building the brand of IT companies at the international level to increase export potential. Of particular importance is the justification for the need to form specialized ecosystems (financial technologies, cybersecurity, medical technologies, artificial intelligence), which will allow the country to position itself as an innovation hub. These solutions are an important tool for strategic management and decision-making at all levels.
The article examines the role and place of innovation and marketing ecosystems in the context of the image of countries, cities, and IT enterprises in the information economy. The aim of the work is a comprehensive analysis of the image of these entities in the context of innovation and marketing ecosystems. The research methodology was based on a systemic approach, which involves conceptualizing the image at different levels of management - from enterprises to the national - taking into account the specifics of the information economy. An analysis of the relationships between key components of ecosystems and their impact on image genesis was conducted. Special attention was paid to identifying common and distinctive features of innovation and marketing ecosystems of the city and IT enterprises, as well as mechanisms for their synergistic interaction to optimize management decisions. A conceptual vision of the IT image of countries as a set of their information identity and digital competitiveness was investigated. It has been established that in the formation of a positive image of a modern city, an effectively functioning innovation and marketing ecosystem plays a decisive role - a dynamic system that unites key participants in the innovation environment for the generation and implementation of new technologies. A deep interdependence between the ecosystems of the city and IT enterprises has been revealed, where the city is a source of resources for innovation, and IT innovations modernize the city, forming its positive image. A comparative analysis of similar and distinctive features of the functioning of these ecosystems has been proposed, which is the basis for strategic initiatives. It has been determined that the image of an IT enterprise is a synergistic configuration of technological leadership, innovation and social responsibility, and its development involves deepening the integration of ecosystem elements and the formation of clusters to ensure global competitiveness. The practical value of the article lies in the development of specific recommendations for increasing the investment attractiveness of ecosystems. These include improving the legal framework for intellectual property protection, developing public-private partnerships to promote research and human resource development, and strengthening the marketing component focused on global markets. The proposed approaches will contribute to building the brand of IT companies at the international level to increase export potential. Of particular importance is the justification for the need to form specialized ecosystems (financial technologies, cybersecurity, medical technologies, artificial intelligence), which will allow the country to position itself as an innovation hub. These solutions are an important tool for strategic management and decision-making at all levels.
Опис
Ключові слова
імідж країн міст і підприємств, інноваційно-маркетингова екосистема, стратегічне планування, інформаційна економіка, інформаційний прогрес, ІТ-підприємства, image of countries cities and enterprises, innovation and marketing ecosystem, strategic planning, information economy, information progress, IT enterprises
Бібліографічний опис
Матвієнко, О. Роль та місце інноваційно-маркетингових екосистем в контексті іміджу країн, міст, ІТ-підприємств [Текст] / О. Матвієнко // Цифрова економіка та економічна безпека : науково-практичний журнал / Причорноморський науково-дослідний інститут економіки та інновацій, Сумський державний педагогічний університет імені А. С. Макаренка ; [редкол.: О. Ю. Кудріна (гол. ред.), В. В. Божкова, В. І. Борщ, Н. М. Вдовенко та ін.]. – 2025. – № 3 (18). – С. 171–177. – DOI: https://doi.org/10.32782/dees.18-26