UDC [332.122:338.43]:159.9(477.7); JEL M31, R22 Pavlova, I. O. (2017). Psykholohichnyy instrumentariy brendynhu sil's'kykh terytoriy Pivdennoho rehionu [Psychological tools of rural territories branding in the Southern region]. Rehional'na ekonomika - Regional Economy, 86(4), 84-90. [in Ukrainian]. Sources: 18
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The article substantiates the key role of the psychological toolkit in creating and promoting the brand of rural territories of the Southern region as attractive territories for consumers. Based on the analysis of research of marketers and brand managers, it is proved that such an image of these territories is formed on their positioning as maritime territories that have recreational and tourist resources. At the same time, limited access to these resources in rural territories of the base and district levels remote from the shoreline of the seas and estuaries is not taken into account. At the same time, such factors of the development of these natural and socio-spatial entities as an advantageous geographical position, the availability of favorable natural resources and natural and climatic conditions, a developed agro-food complex and labor resources, which together favor the positioning of these territories as predominantly agro-food ones, are not fully taken into account. It is the branding of the rural territories of the Southern region as agro-food ones that corresponds not only to the interests of the rural population, regional and national interests, but also to the interests of foreign investors. Creation and promotion of the brand of rural territories of the Southern region as agro-food territories is facilitated by the use of a psychological approach to the disclosure of branding technology for these natural and socio-spatial entities. Attention is also paid to such psychological branding tools as mental mapping, image passport of the territory, map of landmark sites of the territory, mythological characteristics of the territory, model of presentation of the territory’s image. In the context of subjective measurement of the of rural territories’ image in the Southern region, their image does not look so positive. Therefore, according to the results of the study, a conclusion is made about the need to reformat this image from the mostly negative to the positive and attractive for a certain country’s specific territorial product. The fulfillment of this task requires further scientific technology development for rural territories branding in the Southern region from a position of interdisciplinarity and with reliance on psychological tools. It is important that the positive mental image of these territories does not differ from their actual state.
The ability of the economy to achieve and maintain imported independence due to a proper institutional and organizational preparation and studying the world experience is a necessary condition for its high efficiency and practical implementation. International experience in realization of the import substitution policy is particularly vital for countries where the economy is highly import-dependent and the level of dependence is expected to grow in future. Ukraine belongs to this kind of countries, since starting from its independence proclamation it has failed to ensure economic protection and security of the domestic producers and the consumer market as a whole. The purpose of this article is to study the directions, strategic priorities, tools and results of introducing the state policy of import substitution at the regional-sectoral level taking into account international experience and opportunities of its implementation in Ukraine. The paper’s methodological basis is made up of fundamental principles of the systemic-structural, functional, and logical analysis of scientific and special methods, modern concepts of institutional economics. Strategic priorities, tools and results (positive and negative) of implementing the state policy of import substitution in sectors of the economy for certain groups of countries are studied. The countries are classified with respect to the ability to restore internal trade potential for developing industries, to support key sectors of the economy, to stimulate the development of high-tech industries. The study concludes that the state policy of import substitution tends to be transformed with the development of economy, foreign trade relations, the institutional and legal system of the state and world trade in general. Given the characteristics of the experience of certain groups of countries the authors grounded its possible use at the present stage of development of Ukraine’s economy, which is characterized by high level of import dependence. It is concluded that the global experience of state policy of import substitution allows us to speak about different ways of its implementation, but in general they can be grouped in two directions – protectionist and liberal It is ascertained that the effectiveness of each of these historical periods differs significantly and is constantly changing along with the changes in the technology of mining and processing of raw materials, regulatory and consumers’ quality requirements to the final products, financial and investment potential of the states.
public policy of import substitution, industry, protectionism, state’s economy, regional characteristics
The article discusses peculiarities and consequences of the creation of a grain cluster in the Southern region of Ukraine. It is indicated that Ukraine is a leading exporter of grain. The natural resources potential of the Southern region of Ukraine is characterized as a basis for the development of a grain processing complex. The article aims to analyze the opportunities and formation of the conceptual scheme of grain cluster creation in the Southern region as a promising booster of sustainable development in the agri-food sphere. The methodology is based on a systematic approach and theoretical generalizations of researchers’ works regarding cluster development in agri-food sphere, analysis and synthesis in order to form a generalized scheme of the regional grain cluster, and SWOT-analysis. Significant educational and research potential of the region is shown. It is noted that sustainable development of the agri-food sphere of the region should aim at a balanced solution of ecological and socio-economic problems, while avoiding the destruction and depletion of natural resources, and at preservation and improvement of favorable environmental needs of present and future generations for high quality ecologically safe food products. The conceptual framework and the scheme of grain cluster formation in the agrarian sphere of the Southern region are outlined. SWOT-analysis of possibilities of grain cluster formation in the Southern region is conducted. It is concluded that the creation of a grain cluster in the Southern region will create a stable economic tie between individual participants and active cooperation between the regional authorities, specialized educational, research and business structures in the grain processing complex. It will also help to eliminate the shortage of raw materials for processing enterprises and shorten the cycle of innovation within the industry. It is shown that the establishment of a regional grain cluster will contribute to the sustainable development of the agri-food sphere of the region. The author believes that special attention must be paid to the development of a mechanism for the establishment and functioning of clusters and to assessment of the possibility of creating clusters in other leading sectors of the agri-food sphere of the region as well as diversified clusters.
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UDC 339.562+332.14(477+100); JEL F42, F52, L5, M3, O11