School of Management (capstones)

Permanent URI for this collection

https://er.auk.edu.ua/handle/234907866/3

Browse

Now showing 1 - 20 of 47

ANALYSIS OF INVESTMENT STRATEGIES FOR DRONE MANUFACTURING ON EXAMPLE OF AILAND SYSTEMS
(Manuscript, 2025) Tyshchenko, Daria
The drone manufacturing industry is one of the most dynamic and rapidly evolving sectors worldwide. It plays a vital role in defense, agriculture, logistics, and construction, with growing demand fueled by advances in technologies and AI. The full-scale war in Ukraine, along with these technological shifts, accelerated the need for enhanced drone capabilities. Ukraine's drone sector has demonstrated rapid growth since the start of the full-scale war in 2022, driving innovation and local production. International and local investors, venture capital firms, business acceleration, and government programs have increasingly supported this growth. However, the industry faces challenges, including supply chain reliance on China, regulatory hurdles, war-time risks, and export limitations. This capstone explores strategic investment opportunities in drone manufacturing, focusing on Ukraine. Through a financial analysis of Ailand Systems as a case study and risk and opportunities analysis using the PESTEL model, it provides insights into investment potential and strategic directions. The report is structured to first review the global market, then analyze investment opportunities, analyze a case study of Ailand Systems, identify industry challenges, and offer actionable recommendations for drone manufacturers on the example of Ailand Systems.
ANALYZING THE IMPACT OF AI ON THE DECISION-MAKING PROCESS IN MODERN MILITARY OPERATIONS IN THE KILL CHAIN FRAMEWORK
(Manuscript, 2025) Osaulenko, Volodymyr
This capstone project explores the transformative impact of artificial intelligence (AI) on decision-making processes within modern military operations, focusing on its integration into the Kill Chain framework. The research investigates key questions regarding the optimization of decision cycles and the role of AI in enhancing operational effectiveness. Participants in this study include an array of real-world applications, including unmanned aerial vehicles (UAVs) and AI-augmented weaponry. Through qualitative analysis and case studies, this research examines how AI technologies, such as machine learning and neural networks, can automate critical stages of the Kill Chain—detection, tracking, targeting, engagement, and assessment. The findings demonstrate that AI significantly shortens decision-making timelines, enhances precision in engagements, and ensures adaptability under complex battlefield conditions. A practical scenario featuring autonomous drone swarms illustrates these advantages, emphasizing resilience against electronic warfare and the ability to operate independently of human oversight. The results underscore the dual nature of AI in military contexts: while it offers unparalleled efficiency and operational gains, it also raises critical challenges related to accountability, ethical compliance, and legal frameworks. This research concludes with recommendations for developing transparent oversight mechanisms and fostering international cooperation to govern AI integration responsibly.
ASSESSING THE IMPACT OF AI INTEGRATION ON BUSINESS EFFICIENCY AND PROFITABILITY: A CASE STUDY ANALYSIS
(Manuscript, 2025) Tkachuk, Oksana
The objective of this research is to evaluate how artificial intelligence (AI) can enhance business productivity and efficiency, particularly in response to the labor shortage crisis. This shortage is driven by demographic shifts, economic and social factors, skills mismatches, economic uncertainties, and evolving work preferences. Industries such as technology, healthcare, manufacturing, construction, finance, and education are most affected. AI technology has the potential to address these challenges, as evidenced by reports indicating significant improvements in productivity and potential GDP growth. This research aims to assess the impact of AI on business efficiency and profitability using real-case examples and modeling through Profit and Loss Financial Statements. The object of research in this study is the impact of AI technologies on business operations, with a focus on management-related aspects such as operational efficiency, financial performance, and strategic integration. The research addresses the critical challenges posed by global labor shortages and evaluates how AI can transform managerial processes to enhance productivity, profitability, and competitiveness. The study will examine AI's effects on operational efficiency, and financial performance, and provide a framework and roadmap for successful AI integration.
CHALLENGES OF TRANSFERRING BUSINESS PRACTICES: THE CASE OF “ECOSERVICE 2022” AND “BAV”
(2024) Zhuravel, Taras
This study analyzed the challenges of transferring business practices by conducting a case study involving two companies, examining the practical application of cross-cultural knowledge transfer and evaluating its effectiveness using the Kirkpatrick model. The significance of this research lies in its practical implications for organizations aiming to transfer business practices across different cultural contexts. The paper contributes to the existing body of knowledge by offering specific insights into the transfer of business practices from BAV to Ecoservice. By employing the Kirkpatrick model, the research provides valuable recommendations for fostering successful transfer of business practices in a globalized world.
CHALLENGES OF WOMEN’S LEADERSHIP IN PUBLIC SERVICE IN UKRAINE: THE CASE OF THE DIGITAL TRANSFORMATION
(2024) Onyiliogwu, Kateryna
This research study investigates the discrepancies between male and female leadership in Ukraine's public sector, focusing on the challenges that female leaders face in digital transformation. The Critical Incident Technique is used to analyse the experiences of ten senior female professionals working in the Ministry of Digital Transformation through semi-structured interviews. The study's key findings highlight a range of challenges that female leaders face, such as societal, organisational, interpersonal, and individual. This study fills a critical gap in the literature regarding women in leadership within the public sector, particularly in the digital transformation sphere. It contributes valuable insights to the broader discussion on gender diversity in Ukraine's public sector leadership.
CONSULTING ENGAGEMENT FOR A SOFTWARE ENGINEERING SERVICES COMPANY: TRANSITIONING FROM INBOUND LEAD GENERATION TO ACCOUNT-BASED MARKETING FOR ENHANCED B2B LEAD CONVERSION
(Manuscript, 2025) Makarchuk, Roman
This capstone project explores a consulting engagement with a software engineering services company aiming to transition from traditional inbound lead generation to a more strategic account-based marketing (ABM) approach. The company faced challenges with low-quality inbound leads and inconsistent B2B lead conversion rates, prompting the shift to ABM—a targeted strategy focusing on high-value accounts to improve engagement, alignment, and revenue outcomes. The consulting project involved three primary phases: problem statement and assessment, ABM implementation, results and observations. In the problem statement and assessment phase, existing inbound marketing efforts were evaluated, revealing misaligned targeting, lack of personalization, and weak sales-marketing collaboration. During the ABM implementation phase, the company’s Ideal Customer Profile (ICP) was refined, target accounts were identified, and a multi-channel ABM outreach plan was developed, including personalized content creation, stakeholder mapping, account-specific campaigns, and the integration of sales and marketing technologies. The results and observations phase focused on measuring and comparing performance metrices and drawing conclusions from the ABM approach adoption. Initial results demonstrated significant improvements in key performance indicators (KPIs) such as engagement rates, lead conversion, and pipeline processing efficiency. The ABM approach also better alignment between sales, marketing and presales teams, enabling more efficient resource allocation and higher deal closure rates. This project concludes that transitioning from inbound lead generation to ABM can significantly enhance B2B lead conversion for software engineering services companies. It highlights the importance of focusing on target accounts, building up stakeholder engagement, and cross-functional collaboration in achieving ABM success. Insights from this engagement provide a roadmap for other organizations considering a similar strategic shift to optimize their sales and marketing efforts.
CULTURAL INFLUENCE ON BARRIERS AND FACILITATORS OF KNOWLEDGE TRANSFER PRACTICES WITHIN MULTINATIONAL ORGANIZATIONS
(2024) Vyshnyvetskyy, Ivan
Knowledge transfer is critical for multinational corporations to leverage expertise and achieve organizational success across geographically dispersed teams. However, cultural differences between countries can impede effective knowledge sharing. This quantitative study aimed to elucidate how national and corporate cultural dimensions influence knowledge transfer behaviors within multinational organizations. A survey was conducted with 59 employees from managerial and clinical research roles across six European countries in a multinational pharmaceutical firm. Participants completed validated instruments measuring cultural values based on the GLOBE model, and readiness for knowledge transfer initiatives based on the Theoretical Domains Framework. Results of correlation and regression analyses found that higher in-group collectivism, performance orientation, and lower power distance cultural values were associated with greater readiness for knowledge transfer. Interestingly, younger yet more experienced employees exhibited higher openness to knowledge initiatives. There were also notable correlations between specific cultural dimensions and behavioral domains influencing knowledge exchange. These findings suggest national and corporate culture fundamentally shape employees' readiness for knowledge transfer. The results have important implications for organizational leaders seeking to implement effective knowledge management strategies across global teams. Fostering collectivistic, egalitarian and achievement-oriented cultural values may pave the way for smoother knowledge transfer. Overall, a multifaceted approach considering both cultural and individual factors is key for optimizing knowledge flows within multinational corporations. The study makes a useful contribution by providing quantitative empirical evidence linking cultural values to knowledge exchange behaviors. However, limitations like the small sample size from one organization indicate findings may have restricted generalizability. Further research with larger, more diverse samples is critically needed to validate and extend the results across various cultural contexts.
DECISION-MAKING AND RISK MANAGEMENT IN THE UKRAINIAN VENTURE CAPITAL ECOSYSTEM DURING WARTIME
(Manuscript, 2025) Dumych, Taras
Venture capital has played a significant role not only in the success of individual companies and industries but also in the economic success of entire countries, as evidenced by the experience of the United States. This study explores the decision-making and risk management strategies employed by venture capital firms within Ukraine's venture capital ecosystem. Specifically, it examines the impact of war on the functioning of this ecosystem and its players. The analysis draws on a combination of literature focused on venture capital and risk management, as well as practical insights gathered from survey interviews conducted with ten top executives of venture capital firms. By integrating both theoretical and practical perspectives, this study offers a comprehensive understanding of the subject.
DEVELOPING A GO-TO-MARKET STRATEGY FOR A UKRAINIAN FURNITURE MANUFACTURER
(Manuscript, 2025) Chernii, Volodymyr
This Capstone project focuses on developing a go-to-market strategy for a Ukrainian furniture manufacturer seeking to enter the niche market of furniture adapted to the needs of people with functional disorders. Driven by increasing demand, particularly in the context of post-war rehabilitation for veterans, the project aims to explore market opportunities, understand customer needs, and recommend actionable steps for market entry. The research employs a combination of qualitative methods (expert interviews) and environmental analyses (PESTEL and Porter’s Five Forces) to assess the external and micro environmental factors influencing the Ukrainian furniture industry overall. Insights from experts in universal design, rehabilitation therapy, and inclusivity highlight critical needs, such as ergonomic, modular, and height-adjustable furniture that balances functionality and aesthetics. The market for adaptive furniture in Ukraine remains underdeveloped, creating opportunities for first-movers. Potential customers in B2C include individuals with functional disorders and members of their households, while the B2B segment encompasses rehabilitation centers, public spaces, and NGOs. Critical product features include customizable designs to meet specific needs, affordability to overcome market barriers, and aesthetics to encourage adoption. The project concludes with a set of strategic recommendations to position the Client as a leader in inclusive furniture design, which could be achieved through cost-efficient product development, customer-centric solutions tested in rehabilitation centers, and close collaboration with experts in the field. Further steps are associated with profiling consumers and their needs through online surveys, developing MVPs, and testing these in focus groups.
DEVELOPING A STRATEGY FOR AN ORGANIZATION IN UKRAINE’S GRAIN MARKET CONSIDERING THE IMPACT OF THE WAR ON TRADE (CASE STUDY)
(Manuscript, 2025) Krechkevych, Igor
The ongoing war in Ukraine has caused significant disruptions to the nation’s grain market, affecting production, supply chains, and export capabilities. This capstone examines the strategic challenges and opportunities faced by Kernel Holding S.A., a leading agribusiness company in Ukraine, amidst these unprecedented conditions. Utilizing a combination of qualitative and quantitative research methods, the study evaluates Kernel’s market position, the impact of the war on its operations, and potential strategies for resilience and growth. Key findings highlight Kernel’s ability to adapt through diversification of export routes, technological investments, and sustainability practices. Strategic recommendations include short-term operational adjustments, mid-term market expansion, and a long-term focus on innovation and sustainability. These insights not only provide actionable strategies for Kernel but also contribute to broader discussions on crisis management and food security in volatile global markets.
EFFECTIVE NEGOTIATION STRATEGIES FOR SUCCESSFUL IMPLEMENTATION OF PROJECTS IN THE RENEWABLE ENERGY SECTOR: THE CASE OF DTEK RENEWABLES
(Manuscript, 2025) Boiko, Serhii
This study examines effective negotiation strategies for implementing renewable energy projects, using DTEK Renewables as a case study. The research explores how negotiation processes shape project outcomes, focusing on stakeholder collaboration, transparency, and conflict resolution. The primary research question investigates the negotiation strategies contributing to project success in a complex, multilateral setting. Participants included project managers, investors, government officials, and community representatives engaged in DTEK Renewables' initiatives. Semi-structured interviews were conducted, yielding qualitative data analyzed through thematic analysis. Key themes identified include transparency, trust-building, strategy adaptation, and conflict management. Results highlight that transparency in sharing project information fosters trust among stakeholders. Trust enables flexibility in adapting negotiation strategies to various stakeholder needs. Conflict management, through facilitation and mediation, minimizes opposition and promotes mutually beneficial agreements. These interconnected elements form a "negotiation value chain" leading to successful outcomes. Data analysis underscores the importance of tailoring negotiation approaches to context-specific factors, such as cultural nuances and regulatory environments. While the study focuses on Ukraine, findings have broader implications for global renewable energy projects. Conclusions advocate for integrating transparency, trust, and context-sensitive strategies in project negotiations. Practical recommendations include public consultations, creating feedback mechanisms, and engaging independent mediators. Future research could quantify the impact of these strategies and compare them across international contexts to assess their universality.
EFFECTIVE STRATEGY PRIORITIZATION FOR SMES IN CRISIS MANAGEMENT: APPROACHES TO RESILIENCE AND RECOVERY
(Manuscript, 2025) Ponomarenko, Mykhailo
This research explores crisis management strategies employed by small and medium-sized enterprises (SMEs) in Ukraine to ensure survival and growth during severe disruptions, such as the ongoing war and prior global crises like COVID-19. The primary research questions include: How can SMEs effectively manage crises to remain resilient? What risks do they face, and what strategies mitigate these risks? The main aim of the study is to examine the crisis management strategies employed by small and medium-sized enterprises (SMEs) in Ukraine during severe disruptions and to identify actionable frameworks to enhance their resilience and recovery. The object of the research is the crisis management strategies and management practices of small and medium-sized enterprises (SMEs) in Ukraine, accumulated from the experience of Ukrainian enterprises, particularly during periods of severe disruptions such as economic instability, armed conflict, and other critical challenges. The study is based on qualitative interviews with SME owners and managers across various industries, supplemented by insights from international reports and surveys. Participants shared their experiences with challenges such as operational disruptions, financial instability, market shifts, and workforce retention issues. Key strategies adopted during the crisis included operational flexibility (employed by 75% of participants), digital transformation (70%), and market diversification (60%). Post-crisis recovery focused on sustainable practices and organizational culture enhancement, which participants identified as drivers of long-term resilience.
ENHANCING THE LEVEL OF MOTIVATION AMONG MILITARY PERSONNEL IN ORDER TO IMPROVE TASKS FULFILLMENT EFFICIENCY
(Manuscript, 2025) Shevchenko, Oleksander
Motivation of military personnel is a key factor in ensuring the effectiveness and combat readiness of a modern army. It has a direct impact on morale, commitment and performance, determining their ability to perform effectively in challenging environments. Understanding the motivational factors that drive military personnel to join the army, continue their service, or achieve high performance is important for strategic planning and maintaining the effectiveness of defense structures. Existing research on motivation in the military sphere is mainly focused on armies involved in conflicts on the territory of other states, such as peacekeeping missions or interventions abroad. However, such results often do not take into account the specifics of armies operating in the defense of their own territory, where the stakes are much higher both at the individual and collective level. This paper examines the impact of material and non-material incentives on military personnel motivation, with a focus on comparing the effectiveness of different types of incentives, such as cash bonuses, social benefits, medals, and career opportunities, as well as non-material factors such as recognition, team support, and psychological resilience. The study complements the existing work on motivational factors by analyzing their effectiveness in modern conditions and comparing theoretical models with empirical data. The methods used include a literature review and surveys of military personnel, which allows us to offer recommendations for increasing mobilization efficiency, improving service conditions, and reducing the level of unauthorized abandonment of units. The results showed that material incentives meet the basic needs of military personnel and are critical, but their effectiveness is reduced without the support of non-material aspects. Non-material incentives, such as recognition, team support, and leadership from commanders, have a lasting positive impact on morale and performance. Unit cohesion and social support also significantly reduce stress levels and increase combat effectiveness.
FUZZY LOGIC AS A TOOL FOR ASSESSING GROUP WORK OF IT STUDENTS
(Manuscript, 2025) Khlapuk, Artur
This paper investigates an approach to assessing student performance in team projects based on the mathematical apparatus of fuzzy logic. The relevance of the work is driven by the need to improve student assessment processes in group projects, particularly in the field of IT education, where teamwork is a key element of professional training. The proposed model allows to take into account the multidimensionality of assessment parameters, such as technical competence, communication skills, initiative, teamwork, time management, and analytical skills. Each parameter is represented as a set of levels, which allows for an objective consideration of both the strengths and weaknesses of the student. The modeling has confirmed that the system provides flexibility in taking into account various parameters of student performance, fair distribution of grades, and individual feedback. The proposed approach can be successfully applied in the field of education to create more fair and adaptive assessment systems, particularly in the field of IT and engineering, where teamwork is a key component of the learning process. This work can be continued in the direction of scaling the model to other areas, such as medicine, law, etc., where group work is also an important element of professional activity.
GLOBAL MANAGEMENT STRATEGIES FOR DEMOCRATIZING HIGHER EDUCATION VIA IDG FRAMEWORK IMPLEMENTATION: INSIGHTS FROM 57 CASES
(Manuscript, 2025) Shtaltovna, Yuliya
This paper explores the integration of Inner Development Goals (IDGs) within higher education, focusing on the concept of democratization, leadership, and the role of universities in shaping sustainable careers. The study reviews key theories and concepts surrounding the democratization of higher education and investigates how the IDGs framework can contribute to the development of leadership skills and social equity in educational settings. Through a comprehensive literature review, the research identifies the challenges and opportunities in implementing IDGs. Research Object: Global management strategies used in implementing the Inner Development Goals (IDG) Framework within higher education institutions globally. The objective is to document and understand how these strategies contribute to democratizing leadership education, promoting sustainable development, and meeting the complex demands of 21st-century leadership across diverse cultural and institutional contexts through 57 detailed case studies worldwide. The research methodology emphasizes a qualitative approach, involving the collection and analysis of 57 cases from global higher education institutions, evaluating how IDGs have been adopted and implemented. The findings highlight the significant potential for IDGs for transformative educational experiences that enhance personal development and societal impact. The paper concludes with a reflection on the importance of universities embracing IDGs as a tool for global leadership, sustainability, and community building. It also outlines the necessary steps to overcome barriers to IDG integration and suggests strategies for enhancing educational frameworks to prepare students for the complexities of the modern world.
GLOBAL MANAGEMENT STRATEGIES IN THE UKRAINIAN ART MARKET BASED ON GLOBAL INSIGHTS
(Manuscript, 2025) Diukariev, Tymofii
The Ukrainian art market is a unique example of how markets can develop. It has much potential but is also tricky because the rules and insufficient information are unclear. This research examines how the art market management rules can be changed to address these problems. Various methods are used to determine what stops the market from growing. The study interviews and examines important people in the art world and uses additional markets to determine what can be done. The research concludes with a comprehensive framework for market development, proposing specific regulatory reforms, financial innovations, and educational initiatives. These recommendations emphasize the importance of aligning with international standards while preserving Ukraine's unique cultural heritage. Key proposed interventions include the modernization of cultural legislation, the establishment of professional certification systems, the introduction of tax incentives for art purchases, and the development of specialized art financing instruments. This study contributes to academic discourse on emerging art markets and provides practical guidance for stakeholders seeking to enhance the global competitiveness of the Ukrainian art market.
IMPROVEMENT OF FOOD SAFETY MANAGEMENT SYSTEM FOR THE UKRAINIAN MANUFACTURER: A CASE STUDY OF MEETING THE REQUIREMENTS OF THE ISO 22000 STANDARD AT LLC 'SMACHNI TRADYZII’
(Manuscript, 2025) Pasichnyk, Yuliya
Ensuring food safety is critical to the food industry, as it directly impacts public health, brand reputation, and regulatory compliance. This capstone project explores the importance of implementing Food Safety Management Systems (FSMS) in food companies, focusing on how these systems enhance operational efficiency and reduce risks associated with foodborne illnesses. The project aims to enhance the operational efficiency, compliance, and sustainability of the company LLC 'SMACHNI TRADYZII’ by developing and implementing a modernized food safety management system. The project seeks to address current challenges in streamlining processes and align them with international and state standards to promote continual improvement and stakeholder satisfaction and avoid extra losses in terms of recalls, loss of reputation, and other expenses. The object of the research is the operational processes, frameworks, and compliance strategies employed by the company LLC 'SMACHNI TRADYZII’ in the sphere of food safety. This includes analyzing how these entities implement ISO standards and enhance their effectiveness to meet organizational objectives and stakeholder expectations. The study evaluates global standards, such as ISO 22000 and HACCP, highlighting their role in identifying, preventing, and managing hazards throughout the food supply chain. By integrating FSMS, food companies can ensure consistent compliance with legal requirements, improve consumer trust, and gain a competitive edge in the market. Through case studies and data analysis, this project underscores the financial and ethical implications of neglecting food safety and provides practical recommendations for successful FSMS implementation. The main outcomes include recommendations for improving the food safety system, including the implementation of new equipment based on cost-benefit analysis (CBA). The findings emphasize that adopting robust food safety practices is not only a regulatory necessity but also a strategic investment in long-term sustainability and market growth.
IMPROVING COMPETITIVE ADVANTAGE USING VALUE CHAIN ANALYSIS: CASE OF UKRAINIAN DEEPWATER OUTER CONTINENTAL SHELF EXPLORATION AND PRODUCTION.
(Manuscript, 2025) Lemesh, Valeriy
The main idea of the research is to carry out a strategic analysis to improve the competitive advantage of upstream cycle hydrocarbon exploration and production (E&P). The analysis will be based on Porter’s Value Chain framework augmented by PEST and SWOT strategic analysis models. The industry-specific Porter’s Value Chain Framework explained the necessary primary and supportive activities for carrying out offshore upstream cycle oil and gas E&P activities. Ukraine has a developed infrastructure (ports, airports, shipbuilding, and repair facilities), expertise, and human capital to fulfill demand in supportive activities as per industry-adjusted Porter’s Value Chain Framework. The research results show that Ukraine lacks the technologies and assets like seismic surveying vessels, drilling ships or rigs, pipe and cable laying vessels, to carry out upstream cycle primary activities at the deepwater part of OCS, which is common for all developing nations, and these activities are given for outsourcing to the world industry leaders.
IMPROVING OPERATIONAL EFFICIENCY THROUGH THE INTEGRATION OF AI IN OPERATIONS MANAGEMENT IN HEALTH CARE (WITH FOCUS ON REPRODUCTIVE MEDICINE)
(Manuscript, 2025) Mazepa, Ostap
This research aims to explore the possibility of artificial intelligence in implementing operations management in reproductive health and increasing patient efficacy. To achieve this, the following objectives are proposed: determine how AI technologies can help clinics manage patient traffic and workload, as well as document and analyze treatment outcomes of reproductive medicine clinics. Employing synthetic data from twenty different clinics located in Europe, the United States, Ukraine, and Australia containing more than 534,379 documents and questionnaires filled in by one thousand employees, the study obtained both a detailed account of the current practices and an evaluation of the effects of applied AI- interventions. The object of this research is the management practices and operational frameworks within reproductive health clinics, with a particular focus on the integration of artificial intelligence (AI) into operations management. Quantitative and qualitative data were analyzed using descriptive statistics, comparative, qualitative content, and cost-benefit analyses. The quantitative and qualitative data were reasonably analyzed using Microsoft Azure Machine Learning, Google AI Platform, and IBM Watson NLP TOOLS. The outcome shows that it offers considerable time and cost reduction, increased patient satisfaction for all clinics, and other operational advantages. For instance, overarching task optimizations using AI technology decreased documentation time by 20%, patient wait time by 19.67%, and enhanced treatment effectiveness by 10%. These outcomes lead to annual cost savings of over $360,000 per clinic, patient retention, and increased clinic capacity. The insights thus highlight the prospects of AI in reproductive medicine and specific ideas on deploying technology in healthcare companies. The proposed AI capabilities will enable the clinics to demonstrate sustainable development of clinics, which will lead to an increase in the quality of services offered to the patient and an improvement in clinics’ competitive advantage in the healthcare market. Future work should extend the potential of these proposed strategies to other medical specialties to validate the effectiveness of AI implementation.
INNOVATIVE APPROACHES TO GLOBAL MARKETING: A STRATEGIC ANALYSIS FOR THE “INTER-COSMETICS” COMPANY
(Manuscript, 2025) Kyivskyi, Vitalii
The global beauty industry is undergoing a transformative shift driven by innovation, technological advancements, and evolving consumer preferences. This study explores innovative approaches to global marketing with a focus on the company "Inter-Cosmetics," particularly in the context of entering the Polish market. Leveraging theories such as Disruptive Innovation, Diffusion of Innovation, and Speed of Adoption of New Products, the research highlights how innovative products and business practices can address unmet market needs. The study identifies key strategies, including product differentiation, educational initiatives, and digital marketing, to position "Inter Cosmetics" as a leader in the Polish beauty industry. By focusing on the newest cosmetic plant-based exosome products, the study demonstrates the potential of targeted marketing, innovative positioning, and consumer education to drive successful international market expansion

Browse

Browsing School of Management (capstones) by Title

Results Per Page

Sort Options