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Маркетингові інформаційні системи та цифрове моделювання в управлінні процесом виведення на ринок нового товару
(ЦНТУ, 2021) Гамалій, В. Ф.; Мінько, А. Ю.; Романчук, С. А.; Gamaliy, V.; Minko, A.; Romanchuk, S.
Стаття присвячена дослідженню маркетингових інформаційних систем та цифрових моделей управління процесом виведення на ринок нового товару. Для досягнення поставленої мети розглянуті загальні характеристики, принципи та класифікація маркетингових інформаційних систем управління, розкриті основні аспекти цифрового моделювання, етапи та їх характеристика. Розглянуте поняття життєвого циклу та його основні моделі. Проаналізована цифрова модель управління процесом виведення на ринок нового товару та її основні складові. The purpose of the study is to determine the theoretical methods of marketing information and digital systems, as well as the practical application of the digital model of managing the process of launching a new product. The results, in terms of classification, stages, tools, analysis of features and benefits, will identify key aspects of marketing information and digital systems for launching a new product. Today, one of the drivers of market transformation is the development of digital technologies and their implementation in enterprise management processes. The current state of management requires the use of digital modeling methods. Knowledge of the principles and possibilities of modeling, the ability to create, research and apply models in practice are becoming necessary requirements of today. The modeling of new product launch processes has been insufficiently studied. For a detailed study of this topic, theoretical, scientific and methodological approaches to marketing information systems and practical aspects of digital modeling in the process of bringing a new product to market. On the basis of the considered digital systems in the context of management problems the advantages of the decision of administrative problems are revealed, the basic steps of construction and principles of functioning of information systems are defined. On the basis of product life cycle models the theoretical basis of digital systems application is investigated, and with the help of the considered stages of system development and the main advantages of modeling the algorithm of digital model of entering the market of new goods is created and its practical realization is investigated. Special attention should be paid to the classification of information systems by functional feature and level of management and by place in the production cycle when launching a new product on the market. Digitization is becoming more widespread, the use of modern tools in the context of the process of launching a new product helps to control and facilitate the interaction of all stages of this process, thanks to the possibility of improving the quality of products. The detailing of the presented algorithm for different goods and services looks promising.
Управління проектами банку в період трансформації
(ЦНТУ, 2018) Гамалій, В. Ф.; Мугденко, Т. В.; Gamaliy, V.; Muhdenko, Т.
У статті досліджується управління проектами банку в період трансформації. Проаналізовано сутність трансформації. Визначено ключові фактори, які гальмують сталий розвиток банківської системи. Проаналізовано вплив глобалізаційних процесів. Досліджено гнучку методологію управління проектами Scrum. Проаналізовано особливості застосування Scrum. Створено модель застосування Scrum в проектній діяльності банків. The article deals with the management of banking projects in the transformation period. The purpose of the article is to study the characteristics of the banking system's transformational processes and to analyze the flexible methodology of management in order to improve the existing approach to project management of the bank. The article analyzes the essence of transformation. The nature of the transformational processes was examined and the main goal of transformation was established. The essence of transformation of the banking system is analyzed. In particular, it was established that transformational processes are most clearly manifested in modern trends aimed at stimulating processes of concentration and centralization of capital in the banking sector. The key factors that hinder the sustainable development of the banking system are identified. The article explains how the banking system should change in order to minimize negative impacts and ensure sustainable economic growth. Interconnection of processes of globalization and transformation is established. The changes which are taking place in the banking sector under the influence of globalization are established. Taking into account the current trends in the development of the banking system of Ukraine, it was determined that a number of activities related to the transformation of the banking system, based on such principles as global conditions of global development, national priorities, the real state of the economy and society, should be carried out. In addition, the strategic directions of restoration of a competitive and efficient banking system are revealed. The essence of project management in the conditions of transformation is analyzed. It is determined that in an unstable environment it is better to apply flexible methods of project management.

Центральноукраїнський науковий вісник. Економічні науки.

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