Modeling the choice of strategies of marketing management of enterprise personnel

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Authors:

S. V. Kovalchuk, Dr. Sc. (Econ.), Prof., orcid.org/0000-0001-9535-8678, Khmelnytskyi National University, Khmelnytskyi, Ukraine, e-mail: This email address is being protected from spambots. You need JavaScript enabled to view it.

D. L. Kobets, Cand. Sc. (Econ.), Assoc. Prof., orcid.org/0000-0002-4822-2951, Khmelnytskyi National University, Khmelnytskyi, Ukraine, e-mail: This email address is being protected from spambots. You need JavaScript enabled to view it.

Ye. M. Zaburmekha, Cand. Sc. (Econ.), Assoc. Prof., orcid.org/0000-0003-2223-3887, Khmelnytskyi National University, Khmelnytskyi, Ukraine, e-mail: This email address is being protected from spambots. You need JavaScript enabled to view it.

Abstract:

Purpose. Consideration of theoretical and scientific-methodical concepts and development of practical recommendations on formation of economic and mathematical model of mutual positioning of strategies of marketing and personnel management.

Methodology. Methods of analysis, synthesis, generalization, comparison and mathematical modeling are used.

Findings. The embodiment of the economic and mathematical model is the matrix of mutual positioning of strategies of marketing and personnel management. The matrix is an effective tool of acceptance of adequate managerial decisions for achievement of desired result (economical, marketing, managerial, social, and household). At the same time, mathematical problem solving enables one to simplify process itself of acceptance of managerial decisions at option of marketing strategy of personnel management which is adequate to framework conditions, state of external and internal environment of the enterprise.

Originality. A complex approach to formation of marketing strategy of personnel management in view of the common and specific principles, aimed at realization of purposes and the tasks of personnel management is developed. For implementation of the offered approach, an economic and mathematical model of mutual positioning of strategies of marketing and personnel management is developed and approved by the example of enterprises of the mechanical engineering sector of Ukraine.

Practical value. Theresults obtained during the practical approval confirmed adequacy of the economic and mathematical model and expediency of its application, which is reflected in the appropriate economic benefit. At the enterprises which applied the offered approach optimization of the process of monitoring in marketing and personnel policy is observed at the expense of elimination of duplicating information flows.

Reference.

1. Valentina Ghinea Mihaela and Moroianu Mădălina, 2016. HR strategy – necessity or fad for business sustainability? Management şi Marketing, 11(2), рр. 458‒469.

2. Nazarcu Herascu Daniela, Gadei Cristina Gina and Susanu Irina Olimpia, 2015. Integration of the freelancing in the marketing strategy of the organization. Risk in Contemporary Economy, 2(1), рр. 590‒598.

3. Jacqueline Chimhanzi and Robert E. Morgan, 2005. Explanations from the marketing/human resources dyad for marketing strategy implementation effectiveness in service firms. Journal of Business Research, 58(6), рр. 787‒796. DOI: 10.1016/j.jbusres.2003.11.003.

4. Chimhanzi, J., 2001. The impact of marketing/HR interactions on marketing strategy implementation. European Journal of Marketing, 38(1), pp. 73‒98. DOI: 10.1108/03090560410511131.

5. Grohmann, O., 2015. HR Strategy. In: Zeuch M., eds., 2015. Dos and Don’ts in Human Resources Management. Berlin, Heidelberg: Springer Gabler, pp. 169–171.

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7. Pashchuk, L., 2016. Marketing-based human resource management strategy development. Technology audit and production reserves, 5/4(31), pp. 33‒38. DOI: 10.15587/2312-8372.2016.81474.

8. Kovalchuk, S., Kobets, D. and Dybchuk, L., 2016. Formation of a system approach to the optimization of marketing management at an enterprise. Eastern-European Journal of Enterprise Technologies. MATHEMATICS AND CYBERNETICS – APPLIED ASPECTS, 3/5(81), pp. 4‒12.

9. Romanuke, V. V., 2016. Evolution of expert competences in estimating a finite set of objects by a given comparison scale via pairwise comparison matrices within the space of positive inverse-symmetric matrices. Herald of Khmelnytskyi national university. Technical sciences, 2, pp. 25–29.

10. Romanuke, V. V., 2016. A criterion of aggregating expert estimations into consensus pairwise comparison matrix by a given comparison scale within the corresponding space of positive inverse-symmetric matrices. Herald of Khmelnytskyi national university. Technical sciences, 1, pp. 78–84.

11. Romanuke, V. V., 2016. Algorithm of fast Kemeny consensus by searching over standard matrices distanced to the first ranking as the averaged expert ranking by minimal difference. Research Bulletin of NTUU “Kyiv Polytechnic Institute”, 1, pp. 50–57.

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ISSN (print) 2071-2227,
ISSN (online) 2223-2362.
Journal was registered by Ministry of Justice of Ukraine.
Registration number КВ No.17742-6592PR dated April 27, 2011.

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