Scientific and practical journal
УКР   ENG
Regional Economy
   



Journal Regional Economy -- re2018.03.044

Repository of Institute of Regional Research Repository of Vernadsky Library UDC 339.92:339.138:005(477.8:4); JEL F15, M31, O19
Hehedosh, K. V. (2018). Marketynhovyy menedzhment u systemi transkordonnoho yevrorehional'noho spivrobitnytstva [Marketing management in the system of cross-border Euroregional cooperation]. Rehional'na ekonomika - Regional Economy, 89 (3), 44-53. Retrieved from http://re.gov.ua/doi/re2018.03.044.php. [in Ukrainian].
Sources: 23

Authors



Hehedosh Kristian Volodymyrovych

Postgraduate of the Mukachevo State University

Contacts: kristian27hehedosh@gmail.com

Webpages:

Resume

The main organizational form of cross-border cooperation is the Euroregion. The Carpathian Euroregion remains the largest in the area, both in Ukraine and in Europe. The National Representation of Ukraine is the Association of regional bodies of local self-government «Carpathians – Ukraine», which focuses on the development of cross-border cooperation in the Lviv and Polish parts of the Carpathian Euroregion, and also focuses on the development of the social component, democracy and, at the same time, does not pay much attention to the economic direction of cooperation in the development and establishment of business relations. Therefore, an attempt was made to develop a modern mechanism for managing marketing in cross-border cooperation of the Carpathian Euroregion by defining: a new system of participants in management and their interaction (business sector, public, municipal / regional and interactive information); system of principles (implementation of system and integrated approaches to marketing management of cross-border cooperation; scientific approach to marketing management in СВС; legal approach to marketing management of СВС; efficiency of marketing management of СВС; the sufficiency of information provision of the mechanism of marketing management of СВС; orientation of cross-border marketing management on the innovative way of Euroregions’ socio-economic development) and the functions of marketing management (basics, planning, coordination and organization, motivation and control); the construction of the tree of the objectives of the strategic functional system of Euroregional cooperation. Therefore, in a market economy, the model of management of cross-border cooperation should be reoriented to partner relations not according to the scheme «authorities of the border region of Ukraine – the authorities of the border region of Hungary», but the scheme of active interaction of all border members of regional markets, creating communication networks that will cause transboundary activities in the process of implementing the concept of cross-border cooperation. The principles of marketing in this process will become a leader. That is, the model for managing the cross-border region should be built with the help of a marketing management mechanism, since this will significantly improve the interconnection between all the member states of the Carpathian Euroregion.

Keywords:

cross-border cooperation, Carpathian Euroregion, marketing management, functions and principles, tree of goals

References

    
  1. Hehedosh, K. V., & Chuchka, I. M. (2016). Osoblyvosti ta perspektyvy ekonomichnoho spivrobitnytstva v mizhrehional’niy asotsiatsiyi «Karpats’kyy yevrorehion» [Features and Prospects for Economic Cooperation in the Interregional Association «Carpathian Euroregion»]. Visnyk Odes’koho natsional’noho universytetu. Ser. Ekonomika – Bulletin of Odessa National University. Series «Economics» 9(21), 7-11. Retrieved from http://dspace.msu.edu.ua:8080/jspui/handle/123456789/2173 [in Ukrainian].
  2. Klimkin, Р. А. (2017, Dec 05). Neobkhidno perezavantazhyty Karpats’kyy yevrorehion [You need to reload the Carpathian Euroregion]. Censor.Net. Retrieved from https://ua.censor.net.ua/n3037503 [in Ukrainian].
  3. Palinchak, М. М., Prykhodko, V. P., Ustych, S. I., & Steblak, D. М. (2017). Іstoriya, shcho ob»ednuye. Narysy novitnoho transkordonnoho spivrobitnytstva u Karpats’komu rehioni [The story that unites. Essays on the latest cross-border cooperation in the Carpathian region]. Uzhhorod: Uzhorod National University, Hoverla. [in Ukrainian].
  4. Artyomov, I. V. (2009). Transkordonne spivrobitnytstvo v yevrointehratsiyniy stratehiyi Ukrayiny [Cross-border cooperation in the European integration strategy of Ukraine]. Uzhhorod: Lira [in Ukrainian].
  5. Lendyel, M. A., & Studenyak, P. Yu. (2009). Rehion v systemi prykordonnoho spivrobitnytstva [Region in the system of frontier cooperation]. Uzhhorod: Uzhhorod. nats. un-t, Karpaty [in Ukrainian].
  6. Lendyel, M. (2009). Tsentralnoievropeiskyi dosvid uchasti hromadianskoho suspilstva u transkordonnomu spivrobitnytstvi: uroky dlia Ukrainy [Central European experience of civil society participation in cross-border cooperation: lessons for Ukraine]. In Transkordonne spivrobitnytstvo na novykh skhidnykh kordonakh YeS [Cross-border cooperation on the new EU eastern borders]: Proceedings of the International Conference (рр. 183-188). Uzhhorod: Lira. [in Ukrainian].
  7. Hazuda, L. M., & Rubish, M. A. (2015). Realizatsiia spilnykh proektiv transkordonnoho spivrobitnytstva [Realization of joint projects of cross-border cooperation]. Uzhhorod. [in Ukrainian].
  8. Mitryayeva, S. I. (2005). Karpatskyi Yevrorehion – instrument yevrointehratsiinoi stratehii Ukrainy [The Carpathian Euroregion an instrument of the European integration strategy of Ukraine]. National Institute for Strategic Studies in Ukraine: Website. Retrieved from http://www.niss.gov.ua/vydanna/panorama/issue.php?s=gpgs0&issue=2005_1 [in Ukrainian].
  9. Miklovda, V. P., & Studenyak, P. Yu. (2009). Zovnishnoekonomichni zviazky na rehionalnomu prykordonnomu rivni [Foreign economic relations at the regional border level]. Uzhhorod [in Ukrainian].
  10. Hoblyk, V. V. (2015). Rehionalna polityka Yevropeiskoho Soiuzu v konteksti rozvytku transkordonnykh rehioniv [Regional policy of the European Union in the context of the development of transboundary regions]. Ahrosvit – AgroSvit, 3-4, 21-25 [in Ukrainian].
  11. Chuchka, I. M. (2014). Vplyv transkordonnoho spivrobitnytstva na rozvytok natsionalnoi ekonomiky [Influence of cross-border cooperation on the development of the national economy]. Aktualni problemy ekonomiky – Actual problems of the economy, 5, 143-151 [in Ukrainian].
  12. Belenki, P. Yu., Mikula, N. A., & Matvyeyev, Ye. E. (2005). Konkurentnist na transkordonnykh rynkakh [Competition in cross-border markets]. Lviv: Institute of Regional Research of NAS of Ukraine. [in Ukrainian].
  13. Mikula, N. A. (2003). Yevrorehiony: dosvid ta perspektyvy [Euroregions: experience and perspectives]. Lviv: IRR NAS of Ukraine. [in Ukrainian].
  14. Borshchevskyy, V. V., & Koval, I. V. (2010). Rolʹ menedzhmentu konsaltynhovykh kompaniy v rozvytku transkordonnoho biznesu [Role of management consulting companies in the development of cross-border business]. In Sotsial’no-ekonomichni problemy suchasnoho periodu Ukrayiny [Socio-Economic Problems of the Modern Period of Ukraine]: Vol. 86(6). Rehional’nyy rozvytok ta transkordonne spivrobitnytstvo [Regional development and cross-border cooperation] (pp. 18-27). [in Ukrainian].
  15. Tsisinska, O. B. (2013). Transkordonna partnerska merezha instytutsii biznesu, vlady ta hromadskoho sektoru rehionu [Cross-border partner network of institutions of business, government and public sector of the region]. In Sotsial’no-ekonomichni problemy suchasnoho periodu Ukrayiny [Socio-Economic Problems of the Modern Period of Ukraine]: Vol. 102(4). Mekhanizmy vzayemodiyi sub’yektiv ekonomichnykh vidnosyn u transkordonnomu prostori [Mechanisms of interaction of cross-border economic relations subjects in cross-border space] (pp. 374-382). [in Ukrainian].
  16. Mikulа, N. A. (Ed.). (2010.) Rekomendatsii shchodo vprovadzhennia novykh form transkordonnoho spivrobitnytstva [Recommendations on the introduction of new forms of cross-border cooperation]. Lviv: Institute of Regional Research of NAS of Ukraine. [in Ukrainian].
  17. Prytula, Kh. M., Tsybulska, Yu. O., Kalat, Ya. Ya., & Tsisinska, O. B. (2016). Suchasnyy stan i perspektyvy rozvytku transkordonnoho spivrobitnytstva za uchastiu prykordonnykh rehioniv Ukrainy: sotsiolohichna otsinka [Current state and prospects of cross-border cooperation with participation of border regions of Ukraine: sociological assessment]. Rehionalna ekonomika – Regional economy, 2, 181-190 [in Ukrainian].
  18. Prytula, Kh. M., Pasternak, O. I., Kalat, Ya. Ya., Tsisinska, O. B., & Demedyuk, O. P. (2017). Osoblyvosti sotsialno-ekonomichnoho rozvytku prykordonnykh oblastey v umovakh diyi Uhody pro asotsiatsiyu mizh Ukrainoyu ta YeS: za rezultatamy ekspertnykh otsinok [Features of socio-economic development of the border areas under the terms of the Association Agreement between Ukraine and the EU: according to expert assessments]. Rehionalna ekonomika – Regional economy, 4, 90-101 [in Ukrainian].
  19. Hehedosh, K. V. (2016). Innovatsiynyyi mekhanizm menedzhmentu v pidvyshchenni efektyvnosti transkordonnoho spivrobitnytstva v Mizhrehionalniy Asotsiatsiyi «Karpatskyy Yevrorehion» [Innovative management mechanism in increasing the efficiency of cross-border cooperation in the Interregional Association «Carpathian Euroregion»]. In Stanovlennia ta osoblyvosti rehuliuvannia mizhnarodnykh ekonomichnykh vidnosyn [Formation and features of regulation of international economic relations]: Proceedings of the International Scientific and Practical Conference (рр. 17-19). Dnipro: Perspective. Retrieved from http://dspace.msu.edu.ua:8080/jspui/handle/123456789/2169 [in Ukrainian].
  20. Hehedosh, K. V., & Proskura V. F. (2017) Innovatsiynyy mekhanizm menedzhmentu v systemi transkordonnoho ekonomichnoho spivrobitnytstva (na prykladi Mizhrehionalnoyi Asotsiatsiyi «Karpatskyy Yevrorehion») [Innovative management mechanism in the system of cross-border economic cooperation (for example, the Interregional Association «Carpathian Euroregion»)]. In Naukovyy visnyk Uzhhorods’koho universytetu. Seriya: Mizhnarodni ekonomichni vidnosyny ta svitove hospodarstvo [Scientific Bulletin of Uzhhorod University. Series: International Economic Relations and the World Economy]: Vol. 16 (pp. 63-67). [in Ukrainian].
  21. Hehedosh, K. V. (2017). Vdoskonalennya mekhanizmu vzayemodiyi Ukrainy ta krayin Vyshehradskoyi hrupy v ramkakh Karpats’koho Yevrorehionu na zasadakh interaktyvnoho marketynhu [Improvement of the mechanism of interaction between Ukraine and the Visegrad Group within the framework of the Carpathian Euroregion on the basis of interactive marketing]. In The Visegrad Four – Ukrainian dimension. Integration – step by step (рр. 147-160). Riga: Baltija Publishing. Retrieved from http://dspace.msu.edu.ua:8080/jspui/handle/123456789/2183 [in Ukrainian].
  22. Hehedosh, K. V. (2018). Osoblyvosti zastosuvannya pryntsypiv ta funktsiyi marketynhovoho menedzhmentu v systemi transkordonnoho spivrobitnytstva [Features of applying principles and functions of marketing management in the system of cross-border cooperation]. Innovative economy: processes, strategies, technologies: Materials of II International scientific conference (рр. 43-46). Retrieved from http://dspace.msu.edu.ua:8080/jspui/handle/123456789/2191 [in Ukrainian].
  23. The Carpathian Euroregion Strategy 2020 & beyond (2015, Dec 25). Carpathian Euroregion Slovakia: Website. Retrieved from http://www.ker.sk/files/2016-03-31-202826-The_Carpathian_Euroregion_Strategy_2020_web.pdf


Web Master P. Popadiuk