Перегляд за Автор "Gudz, I. F."

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    Recognizing and Ranking the Most Important AI Applications in Online Marketing
    (2023) Gudz, I. F.; Serveh, Saeidi
    The application of artificial intelligence (AI) in online marketing has garnered significant attention from investors and marketing professionals. Despite this interest, limited research has been conducted on this topic. Therefore, the objective of this study is to identify and rank the diverse applications of AI in various aspects of online marketing. This study employs a mixed-method approach, utilizing qualitative data gathered through semi-structured interviews with experts in online marketing, AI, and electronic marketing. Subsequently, forty AI applications in online marketing are identified and categorized into four groups, based on a mixed marketing approach. In the quantitative phase, a questionnaire is utilized to prioritize the identified applications. The opinions of industry experts and students in Iran with knowledge of AI and online marketing are analyzed. The research identifies four general areas where AI can be applied effectively in online marketing: product design and value creation, pricing and cost design, advertising and customer communication, and product distribution. Personalized advertising, based on user behavior, and analysis of customer emotions regarding advertising are deemed the highest priority applications. Finally, the study ranks the most significant and least significant applications. Among the identified applications, the distribution of distribution forces in branches proportional to the predicted workload of each branch is ranked as having the least priority.
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    Wage in the management and control system at the enterprise
    (2022) Gudz, I. F.; Shevchenko, L. Ya.
    The article is devoted to topical issues of wages as an object of management and control at the enterprise. It has been proven that the correct organization of accounting of accrued wages contributes to effective management and control with the aim of timely calculation of wages and effective use of labor resources. Proper organization of accounting includes the selection of the most modern forms and systems of work, analysis of factors that increase labor productivity and ensure optimization of the working time of employees. The article highlights the importance of the formation of the accounting system as a direct incentive for effective development, a direct factor in increasing the investment attractiveness of the enterprise, which should gain recognition and reputation even in conditions of military aggression. It is emphasized that accounting is a component of the enterprise management system that goes beyond accounting and is intended to provide personnel with information for effective business planning, accounting, evaluation, analysis, control and, accordingly, management decision-making. The basic principles of the formation of the accounting and wage control system are outlined. It is noted that the accounting and control of wages is the main source of information for management in the process of managing a business entity. The basic criteria for evaluating the information that is formed at the enterprise, the methods of its formation, are given. The requirements for the formation of a system of accounting and control of wages at enterprises are highlighted. The results of the study of the issues of accounting and wage control are the practical application of the proposed improvements at the selected enterprise in order to improve the indicators of financial and economic activity, liquidity and solvency of the enterprise. The proposed improved documents will improve the payroll management and control processes. The implementation of measures to improve the accounting of wages allows to significantly increasing the efficiency of accounting, to eliminate shortcomings in the organization of accounting of wages at the enterprise. In the process of research in the article, general scientific research methods were used to solve the tasks, namely: system analysis, theoretical and methodological generalization, statistical and graphic analysis, specification, induction, deduction, observation, grouping and comparison.
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    Еnsuring the economic security of innovative and active enterprises under the conditions of the state of martial
    (2023) Gudz, I. F.; Krotevich, V. V
    The article is devoted to topical issues of ensuring the economic security of innovative and active enterprises in the conditions of martial law. The damage caused to the economy of Ukraine since the large-scale invasion of the Russian aggressor has been analyzed. The problems in the activity of innovative enterprises that arose as a result of the destroyed infrastructure were clarified. The article emphasizes the loss of logistics connections, the suspension of the activities of many innovatively active enterprises, the lack of financial resources, the reduction of labor potential, demand and the solvency of the population, which need to be resolved in order to quickly restore and ensure the activities of innovatively active enterprises. The article identifies challenges and threats to the economic security of innovative and active enterprises associated with martial law. Measures to strengthen the economic security of active innovative enterprises in modern war conditions are outlined. The article examines the essence of the concept of «innovative security» and classifies the factors of violation of the economic security of innovatively active enterprises. The components of innovative security of innovatively active enterprises were identified and their content was revealed. An algorithm for building the security of innovative and active enterprises was created and an algorithm for its provision, which meets the requirements of modern times, was proposed. In order to obtain up-to-date information on the probability of the appearance of threats to the innovation security of innovatively active enterprises, a system of early warning of possible threats and the emergence of a crisis was created, which is based on the diagnosis of the level of innovation security, which made it possible to outline the general scheme of an effective system of diagnostics of the level of innovation security. Based on the results of the research, it was concluded that the main task of creating conditions for the innovative development of enterprises and its effective functioning is to ensure innovation security as a component of the economic security of the state. In the period of constant changes in the management of production and economic activities of innovatively active enterprises, intensive development of digital technologies and constant unpredictable transformations in the operating environment, every enterprise is encouraged to strengthen economic security. In the current military conditions, it is possible primarily through the introduction of the innovative component as the main priority for the effective management of innovatively active enterprises, which is aimed at development with a positive effect. The main components of the formation of economic security of innovatively active enterprises are highlighted and the importance of applying the innovative component for the effective development of the enterprise is proven. A direct relationship between the innovative development of innovatively active enterprises and their economic security is determined.