Territorial Dimension of Innovative Diffusion in the Socio-Economic Systems: Market Aspect
This work devotes to the territorial aspects of innovative diffusion in the socio-economic systems through the market provisions, since its development is becoming increasingly important to ensure the territories` competitiveness. The components of this article reveal the relationship between innova...
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Zablodska, I. Rohozian, Yu. Khandii, O. 2023-05-24T08:01:40Z 2023-05-24T08:01:40Z 2022 Territorial Dimension of Innovative Diffusion in the Socio-Economic Systems: Market Aspect / I. Zablodska, Yu. Rohozian, O. Khandii // Економічний вісник Донбасу. — 2022. — № 4 (70). — С. 45-56. — Бібліогр.: 15 назв. — англ. 1817-3772 DOI: 10.12958/1817-3772-2022-4(70)-45-56 https://nasplib.isofts.kiev.ua/handle/123456789/190182 332.1:332.05+330.341.1 This work devotes to the territorial aspects of innovative diffusion in the socio-economic systems through the market provisions, since its development is becoming increasingly important to ensure the territories` competitiveness. The components of this article reveal the relationship between innovation diffusion and territorial marketing in the context of the development of socio-economic systems to ensure the well-being of communities, cities, regions and countries. It has been proven that modern changes in the economic environment force each territory to take certain marketing measures in order to win the best positions in the economic, social and environmental spheres, including by spreading innovations and using its own uniqueness. Thanks to the implementation of a pool of marketing activities, each community will be able to form a positive and recognizable image, the implementation of which will contribute to increasing competitiveness and attracting internal and external investment flows to ensure the sustainable development of the territory. This made it possible to draw a conclusion about the role of innovative diffusion marketing in the context of the development of socio-economic systems, which consists in the positioning of territories through the formation of their positive image, brand development, strengthening of reputation and accumulation of reputational capital. The authors investigate the marketing role of innovative diffusion in the context of the development of socio-economic systems based on the classification of forms, methods and types of this process, as well as by identifying the main groups of diffusers and their respective characteristics through the prism of the territorial aspect. Based on the results of the analysis of the pool of scientific works of foreign and Ukrainian scientists, a conclusion was made about the importance of studying the diffusion of innovations in socio-economic systems, taking into account the concept of sustainable development. It is noted that in practice, only representatives of the expert and scientific environment can assess the marketing role of innovation diffusion in the context of the development of territories (socio-economic systems) for their positioning. This allows to consider the process of positioning innovative diffusions within the framework of local socio-economic systems and investigate a sequence of actions to intensify this process. In order to research the methodological aspects of determination the marketing parameters of innovative diffusions of the local socio-economic systems, the authors identify the main parameters of positioning territorial communities through the prism of their sustainable development components. The procedure for positioning local socio-economic systems proposed, taking into account the provisions of the Concept of sustainable development and determination the marketing parameters of innovative diffusions. Стаття присвячена територіальним аспектам інноваційної дифузії в соціально-економічних системах в ринкових умовах, оскільки її розвиток стає все більш важливим для забезпечення конкурентоспроможності територій. В роботі розкривається взаємозв’язок між поширенням інновацій та територіальним маркетингом у контексті розвитку соціально-економічних систем для забезпечення добробуту громад, міст, регіонів та країн. Доведено, що сучасні зміни в економічному середовищі змушують кожну територію вживати певних маркетингових заходів, щоб завоювати найкращі позиції в економічній, соціальній та екологічній сферах, у тому числі шляхом поширення інновацій та використання власної унікальності. Завдяки реалізації пулу маркетингових заходів кожна громада зможе сформувати позитивний та впізнаваний імідж, реалізація якого сприятиме підвищенню конкурентоспроможності та залученню внутрішніх та зовнішніх інвестиційних потоків для забезпечення сталого розвитку території. Це дало змогу зробити висновок про роль інноваційного дифузійного маркетингу в контексті розвитку соціально-економічних систем, що полягає в позиціонуванні територій через формування їх позитивного іміджу, розвиток бренду, зміцнення репутації та накопичення репутаційного капіталу. Автори досліджують маркетингову роль інноваційної дифузії в контексті розвитку соціально-економічних систем на основі класифікації форм, методів і видів цього процесу, а також шляхом визначення основних груп дифузорів та їх відповідних характеристик через призму територіального аспекту. За результатами аналізу наукових праць зарубіжних та українських учених зроблено висновок про важливість дослідження дифузії інновацій у соціально-економічних системах з урахуванням концепції сталого розвитку. Зазначається, що на практиці тільки представники експертного та наукового середовища можуть оцінити маркетингову роль дифузії інновацій у контексті розвитку територій (соціально-економічних систем) для їх позиціонування. Це дозволяє розглянути процес позиціонування інноваційних дифузій у рамках локальних соціально-економічних систем та дослідити послідовність дій щодо інтенсифікації цього процесу. З метою дослідження методологічних аспектів визначення маркетингових параметрів інноваційних дифузій локальних соціально-економічних систем авторами визначено основні параметри позиціонування територіальних громад крізь призму їх компонентів сталого розвитку. Запропоновано порядок позиціонування локальних соціально-економічних систем з урахуванням положень Концепції сталого розвитку та визначення маркетингових параметрів інноваційних дифузій. en Інститут економіки промисловості НАН України Економічний вісник Донбасу Marketing and Logistics Territorial Dimension of Innovative Diffusion in the Socio-Economic Systems: Market Aspect Територіальний вимір інноваційної дифузії в соціально-економічних системах: ринковий аспект Article published earlier |
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| title |
Territorial Dimension of Innovative Diffusion in the Socio-Economic Systems: Market Aspect |
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Territorial Dimension of Innovative Diffusion in the Socio-Economic Systems: Market Aspect Zablodska, I. Rohozian, Yu. Khandii, O. Marketing and Logistics |
| title_short |
Territorial Dimension of Innovative Diffusion in the Socio-Economic Systems: Market Aspect |
| title_full |
Territorial Dimension of Innovative Diffusion in the Socio-Economic Systems: Market Aspect |
| title_fullStr |
Territorial Dimension of Innovative Diffusion in the Socio-Economic Systems: Market Aspect |
| title_full_unstemmed |
Territorial Dimension of Innovative Diffusion in the Socio-Economic Systems: Market Aspect |
| title_sort |
territorial dimension of innovative diffusion in the socio-economic systems: market aspect |
| author |
Zablodska, I. Rohozian, Yu. Khandii, O. |
| author_facet |
Zablodska, I. Rohozian, Yu. Khandii, O. |
| topic |
Marketing and Logistics |
| topic_facet |
Marketing and Logistics |
| publishDate |
2022 |
| language |
English |
| container_title |
Економічний вісник Донбасу |
| publisher |
Інститут економіки промисловості НАН України |
| format |
Article |
| title_alt |
Територіальний вимір інноваційної дифузії в соціально-економічних системах: ринковий аспект |
| description |
This work devotes to the territorial aspects of innovative diffusion in the socio-economic systems through the market provisions, since its development is becoming increasingly important to ensure the territories` competitiveness. The components of this article reveal the relationship between innovation diffusion and territorial marketing in the context of the development of socio-economic systems to ensure the well-being of communities, cities, regions and countries. It has been proven that modern changes in the economic environment force each territory to take certain marketing measures in order to win the best positions in the economic, social and environmental spheres, including by spreading innovations and using its own uniqueness. Thanks to the implementation of a pool of marketing activities, each community will be able to form a positive and recognizable image, the implementation of which will contribute to increasing competitiveness and attracting internal and external investment flows to ensure the sustainable development of the territory. This made it possible to draw a conclusion about the role of innovative diffusion marketing in the context of the development of socio-economic systems, which consists in the positioning of territories through the formation of their positive image, brand development, strengthening of reputation and accumulation of reputational capital. The authors investigate the marketing role of innovative diffusion in the context of the development of socio-economic systems based on the classification of forms, methods and types of this process, as well as by identifying the main groups of diffusers and their respective characteristics through the prism of the territorial aspect. Based on the results of the analysis of the pool of scientific works of foreign and Ukrainian scientists, a conclusion was made about the importance of studying the diffusion of innovations in socio-economic systems, taking into account the concept of sustainable development. It is noted that in practice, only representatives of the expert and scientific environment can assess the marketing role of innovation diffusion in the context of the development of territories (socio-economic systems) for their positioning. This allows to consider the process of positioning innovative diffusions within the framework of local socio-economic systems and investigate a sequence of actions to intensify this process. In order to research the methodological aspects of determination the marketing parameters of innovative diffusions of the local socio-economic systems, the authors identify the main parameters of positioning territorial communities through the prism of their sustainable development components. The procedure for positioning local socio-economic systems proposed, taking into account the provisions of the Concept of sustainable development and determination the marketing parameters of innovative diffusions.
Стаття присвячена територіальним аспектам інноваційної дифузії в соціально-економічних системах в ринкових умовах, оскільки її розвиток стає все більш важливим для забезпечення конкурентоспроможності територій. В роботі розкривається взаємозв’язок між поширенням інновацій та територіальним маркетингом у контексті розвитку соціально-економічних систем для забезпечення добробуту громад, міст, регіонів та країн. Доведено, що сучасні зміни в економічному середовищі змушують кожну територію вживати певних маркетингових заходів, щоб завоювати найкращі позиції в економічній, соціальній та екологічній сферах, у тому числі шляхом поширення інновацій та використання власної унікальності. Завдяки реалізації пулу маркетингових заходів кожна громада зможе сформувати позитивний та впізнаваний імідж, реалізація якого сприятиме підвищенню конкурентоспроможності та залученню внутрішніх та зовнішніх інвестиційних потоків для забезпечення сталого розвитку території. Це дало змогу зробити висновок про роль інноваційного дифузійного маркетингу в контексті розвитку соціально-економічних систем, що полягає в позиціонуванні територій через формування їх позитивного іміджу, розвиток бренду, зміцнення репутації та накопичення репутаційного капіталу. Автори досліджують маркетингову роль інноваційної дифузії в контексті розвитку соціально-економічних систем на основі класифікації форм, методів і видів цього процесу, а також шляхом визначення основних груп дифузорів та їх відповідних характеристик через призму територіального аспекту. За результатами аналізу наукових праць зарубіжних та українських учених зроблено висновок про важливість дослідження дифузії інновацій у соціально-економічних системах з урахуванням концепції сталого розвитку. Зазначається, що на практиці тільки представники експертного та наукового середовища можуть оцінити маркетингову роль дифузії інновацій у контексті розвитку територій (соціально-економічних систем) для їх позиціонування. Це дозволяє розглянути процес позиціонування інноваційних дифузій у рамках локальних соціально-економічних систем та дослідити послідовність дій щодо інтенсифікації цього процесу. З метою дослідження методологічних аспектів визначення маркетингових параметрів інноваційних дифузій локальних соціально-економічних систем авторами визначено основні параметри позиціонування територіальних громад крізь призму їх компонентів сталого розвитку. Запропоновано порядок позиціонування локальних соціально-економічних систем з урахуванням положень Концепції сталого розвитку та визначення маркетингових параметрів інноваційних дифузій.
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1817-3772 |
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https://nasplib.isofts.kiev.ua/handle/123456789/190182 |
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Territorial Dimension of Innovative Diffusion in the Socio-Economic Systems: Market Aspect / I. Zablodska, Yu. Rohozian, O. Khandii // Економічний вісник Донбасу. — 2022. — № 4 (70). — С. 45-56. — Бібліогр.: 15 назв. — англ. |
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I. Zablodska, Yu. Rohozian, O. Khandii
45
Економічний вісник Донбасу № 4(70), 2022
DOI: https://doi.org/10.12958/1817-3772-2022-4(70)-45-56
UDC 332.1:332.05+330.341.1
I. Zablodska,
DrHab (Economics), Professor,
ORCID 0000-0002-1410-6194,
е-mail: zablodin@gmail.com,
Volodymyr Dahl East Ukrainian National University,
Yu. Rohozian,
DrHab (Economics), Senior scientific researcher,
ORCID 0000-0001-5325-4213,
е-mail: j.s.rohozian@gmail.com,
State Organization «V. Mamutov Institute of Economic and Legal Research
of the National Academy of Sciences of Ukraine», Kyiv,
O. Khandii,
DrHab (Economics), Professor,
ORCID 0000-0002-7926-9007,
е-mail: alkhandiy@ukr.net,
Volodymyr Dahl East Ukrainian National University,
Institute of Industrial Economics of the NAS of Ukraine, Kyiv
TERRITORIAL DIMENSION OF INNOVATIVE DIFFUSION
IN THE SOCIO-ECONOMIC SYSTEMS:
MARKET ASPECT
1. Introduction
Dynamic changes in the global environment
extrapolate their effect on economic processes
accompanied by the diffusion of innovations in view of
the informational and cybernetic nature of social
relations in recent years. This requires the development
of a clear essence and action plan for defining the
marketing parameters of innovative diffusions of the
local socio-economic systems.
Issues related to the strengthening of innovative
diffusion in the socio-economic systems reinforce
localization trends in many countries of the world,
including Ukraine. This prompts us to consider
innovative diffusion through the prism of the
competitive advantages of each socio-economic system,
which made it possible to substantiate the need to form
its positive image by introducing a marketing approach
to the process of innovative diffusion and the territorial
planning system.
In addition, in the modern terms the importance of
studying the theoretical and methodological as well as
methodical aspects of determination the marketing
parameters of innovative diffusions in the local socio-
economic systems, due to the need to form their positive
image. With the help of image each local socio-
economic system (as well as a territorial community in
Ukraine) will be able to position themselves effectively
both in an endogenous environment (among territorial
communities – competitors) and in an exogenous one (in
comparison with similar territories of other states). Such
a territory inspire confidence from the state, potential
investors, encourage residents of other communities to
visit it, getting acquainted with those characteristics and
features that made it unique and attractive for living,
doing business, developing tourism, etc. Therefore, the
territorial and market approached in the innovative
diffusion play a vital role for the positive reputation
looks the most successful and advantageous against the
background of other similar administrative-territorial
units. These arguments justify the importance of
highlighting the marketing features of innovation
diffusion in socio-economic systems and determine the
need to study this process from the point of view of a
territorial approach and such a marketing tool as
positioning. To understand the importance and
fundamental logic of the positioning of innovative
diffusion within local socio-economic systems
(territorial communities of Ukraine), it is important to
examine this process step by step, taking into account
the factors affecting the image of the local socio-
economic system; system, forming its image concept, as
well as programming the attitude of the audience to it,
which emphasizes the relevance of the chosen research
topic.
2. Literature Review
A large number of domestic and foreign experts
agree that the need to introduce marketing of territories
(socio-economic systems) through their positioning,
based on the diffusion of innovations, arises an
extremely important problem in modern economic
conditions, since it is dealt with by representatives of
administrative-territorial units of all management levels
in many countries around the world. Some of them find
I. Zablodska, Yu. Rohozian, O. Khandii
46
Економічний вісник Донбасу № 4(70), 2022
solutions to this problem in such a marketing tool as
branding (if the territory does not yet have its own
brand) or rebranding (if it is necessary to rehabilitate the
image, remove “labels” that impede the development of
a city, community or region). Indeed, the image of a
territorial community plays a decisive role in ensuring
its sustainable development, since built thanks to its
unique features, by which this territory can easily
identify and not confused with its neighbours. In the
context of decentralization of power in Ukraine and the
creation of new administrative-territorial units
(territorial communities), competition between them is
growing.
The theoretical foundations of the development of
territorial marketing in the socio-economic systems
highlighted in the scientific works of such foreign
scientists as D. Kincaid [1], E. Rogers [1; 2], L. Singer
[3], V. Avramchykov [4], I. Budnikevich [5; 9],
S. Romanyukha [6], W. Dow and K. Lim [7], J. Bradley,
G. Carpenter [8], D. Haider, F. Kotler, D. Trout,
V. Taecharungroj. The scientific aspects of marketing
support for the development of territories (socio-
economic systems) formed by the following Ukrainian
scientists as O. Bilovodska, N. Hrinchuk, I. Zablodska
[6; 10], N. Kolesnytska, T. Smyrnova, V. Shpyliova,
etc.
Analysis of scientific sources proves that some
foreign and Ukrainian scientists in their works unfairly
underestimate the importance of innovative diffusion in
the territorial context (socio-economic systems),
mistakenly believing that only the implementation of an
action plan within the framework of the Development
Strategy of a city, community or region can provide
marketing of territories (socio-economic systems). That
is why the marketing parameters of innovative
diffusions play a great role in the territorial development
as well as the analysis of scientific and theoretical
developments in the context of methodological aspects
of determination, presented by the scientists, such as:
O. Kolomytseva [11], L. Panasenko [12], K. Janiszew-
ska and A. Insch [13], etc. Their results allow us to assert
their modernity through the creation of new territorial
and administrative units in Ukraine (territorial
communities) and the relevance of the Concept of
sustainable development. Nevertheless, in practice, it
turns out that only representatives of the expert and
scientific environment can assess the marketing role of
innovative diffusion in the context of the development
of territories (socio-economic systems) for their
positioning.
Despite the activity of research on this topic, there
are still disputes about the necessity and importance of
marketing territories (socio-economic systems) through
their positioning, including through the diffusion of
innovations.
3. Aims
In a dynamic and changing economic environment,
research into the territorial dimension and marketing
aspects of innovative diffusion in the context of
development the socio-economic systems is becoming
increasingly important. This actualizes the research of
territorial marketing of innovative diffusion in the
context of development the socio-economic systems to
ensure the well-being of communities, cities, regions
and countries and allows to establish the main aim of the
research that consists in researching the theoretical and
methodological aspects of determination the marketing
parameters of innovative diffusions of the local socio-
economic systems with the sustainable development
provisions (which now extrapolates its functions to all
spheres of life).
It is planned to achieve the set aim by solving a
pool of tasks, including the next ones:
to consider the role of marketing the innovative
diffusion in the context of development the socio-
economic systems;
to classify the forms, methods and types of
innovative diffusion in the socio-economic system;
to research the diffuser groups and their
characteristics in the territorial aspect;
to descry a positioning of innovative diffusions in
the framework of local socio-economic systems;
to highlight the main stages of the positioning
process of innovative diffusions in the framework of
local socio-economic systems in Ukraine;
to suggest a sequence of actions for activating the
positioning of innovative diffusions in the framework of
local socio-economic systems in Ukraine;
to develop a procedure for positioning local socio-
economic systems in Ukraine as well as identify their
main parameters through the prism of sustainable
development concept.
The solution of the set tasks will lead to the article
aim and provide theoretical and methodological aspects
of defining the marketing parameters of innovative
diffusions of the local socio-economic systems, taking
into account the provisions of the Concept of sustainable
development.
4. Methods
This article defines the marketing role of
innovative diffusion in the context of the development
in the socio-economic systems based on the
classification of forms, methods and types of this
process, which made it possible to form the main groups
of diffusers and provide them with characteristics
through the prism of the territorial aspect. For achieving
the aim and implementing the research objectives, the
authors used the following methods: an abstract-logical
method (in considering the role of marketing the
innovative diffusion in the context of development the
socio-economic systems and classifying its forms,
methods and types), a logical generalization method (in
researching the diffuser groups in the territorial aspect),
method of structural and logical analysis (in
highlighting the main stages of the positioning process
of innovative diffusions in the framework of local socio-
I. Zablodska, Yu. Rohozian, O. Khandii
47
Економічний вісник Донбасу № 4(70), 2022
economic systems in Ukraine), a method of partial goals
as well as a systemic approach (in a sequence of actions
for activating the positioning of innovative diffusions in
the framework of local socio-economic systems in
Ukraine and in a procedure for positioning local socio-
economic systems in Ukraine and identifying their main
parameters through the prism of sustainable
development concept).
The basis of this scientific research is the theory of
the organization of state power and local self-
government, as well as the concept of sustainable
development, scientific works of foreign and domestic
scientists on the territorial dimension of innovation
diffusion, positioning of administrative and territorial
units at the local level, current legal acts, reporting data
of socio-economic systems of Ukraine, Internet
resources and publications, results of own research and
development.
5. Project description and theoretical founda-
tions
To consider a role of marketing the innovative
diffusion in the context of development the socio-
economic systems the authors share the provisions of
the theory of innovative diffusion theory, T. Häger-
strand, focused on the fact that the diffusion of
innovations is associated precisely with the territory,
and its socio-economic position is of prime importance.
In turn, the marketing of innovative diffusion in the
context of development the socio-economic systems is,
first of all, a set of marketing activities aimed at actively
promoting innovations and their dissemination through
existing or created communication channels in various
ways: contact (implies the presence of direct contact
during the transfer of information from an innovative
element to the old); hierarchical (creates a movement of
innovation both vertically (from bottom to top, top to
bottom) and horizontally – from one acceptor to another
according to the existing hierarchical structure);
cascading (innovations move from their generator to the
second, third and subsequent levels).
Depending on the structure and quality of
communication channels, the speed and opportunities
for the dissemination of innovations vary greatly,
forming various ways of their transmission. That is,
the rate of innovative diffusion for different methods
will be different: the minimum – for the contact
method, the average – for the hierarchical and
cascading, and maximum – for the network method [4].
The classification of forms, methods and types of
innovative diffusion in the socio-economic system
presented in Fig. 1.
Determination the form of innovative diffusion
Diffusion of
expansion
Diffusion of
displacement
Diffusion of expansion and
displacement
Determination the method of innovative diffusion
Contagious Hierarchical Cascading Network
Determination the type of innovative diffusion
Discrete Continuous
Fig. 1. Classification of forms, methods and types of innovative diffusion in the socio-economic system
An important factor that should take into account
when determining the forms, methods and types of
innovative diffusion in the socio-economic system is the
innovative activity of the diffuser. In the classification
based on the type of diffuser, five groups usually
distinguished: diffusion carried out by a diffuser-
innovator, a diffuser-early recipient, a diffuser-early
centrist, a diffuser-late centrist, a diffuser-conservative.
This gradation built from the standpoint of the
innovative activity of diffusers and their propensity to
take risks. There are also five main factors influencing
the adoption of innovation, and each of them plays a role
in different ways in the following five categories:
relative advantage – the degree to which an innovation
considered better than the idea, program, or product that
it replaces; compatibility – how much the innovation
matches the values, experiences and needs of potential
users, complexity – how difficult it is to understand
and/or use the innovation, sustainability – the degree to
which an innovation can be tested or experimented with
for acceptance and observational – the degree to which
innovation delivers tangible results.
The theory of innovative diffusion has been
successfully applied in many fields, including
communications, agriculture, healthcare, criminal
justice, social work and marketing. For instance, in the
health field, this theory used to accelerate the adoption
of important health programs, which usually aim at
changing the behaviour of the social system. The most
successful adoption of innovations in health care is the
I. Zablodska, Yu. Rohozian, O. Khandii
48
Економічний вісник Донбасу № 4(70), 2022
result of their understanding by the target population
and the above factors affecting the level of adoption [3].
Sharing the scientific works of E. Rogers [1; 2], the
authors provide a short territorial description of each
group of diffusers in Table 1. The presence of territories
(countries, regions, cities and communities) that belong
to diffuser-conservatives and diffuser-late centrists
because diffusion is always risky.
Table 1
Diffuser groups and their characteristics: territorial aspect
Diffuser groups Characteristics
Diffusers-
innovators
Countries, regions, cities and communities are actively collecting information about new
products. They influenced by the media and have a wide network of communications.
Compared to others, the degree of uncertainty assessed
Diffusers-early
recipients
Strong integration into global or national society.
They have a wide network of communications and help other countries, regions, cities and
communities to overcome obstacles to their development and influence them. They have
their own experience in the diffusion of innovations
Diffusers-early
centrists
Countries, regions, cities and communities are adopting new products earlier than others
are. They are in contact with the world's leading centres of innovative diffusion. They
need a relatively long time to innovate. Acting as carriers of information on the
implementation process of the innovation’s effectiveness
Diffusers-late
centrists
Weak media influence. These are underdeveloped countries, regions, cities and
communities. The last to know about innovations. The introduction of innovations occurs
only under the influence of external pressure
Diffusers-
conservatives
Underdeveloped countries, regions, cities and communities in an isolated situation.
Traditional values roll over. Passive, changes accepted last
About innovative goods or services, E. Rogers
notes that the process of diffusion of an innovative idea
or object at the macro level can consider according to
the following prerequisites: idea or object should be
identified as an innovation; idea or object should be
transmitted through certain channels (depending on
their types); idea or object should be accepted among
members of the socio-economic system; idea or object
should take into account the duration or factor of time.
6. Results
6.1. Positioning of innovative diffusions in the
framework of local socio-economic systems
The positioning of certain territories (local socio-
economic systems) is a set of marketing activities that
implemented to meet the needs of various segments of
target consumers. Moreover, the positioning of
innovative diffusions in the framework of local socio-
economic systems is the positioning of territories (socio-
economic systems) using innovative diffusions. To
understand the importance and fundamental logic of
positioning of innovative diffusions within local socio-
economic systems (territorial communities of Ukraine),
it is advisable to consider its features through the prism
of the process approach, which contains four stages
(Fig. 2.)
Thus, the creation of a positive image of local
socio-economic systems (territorial communities) is a
necessary process to ensure their recognition in our
country and, possibly, abroad, to build trust from all
target groups of consumers, which will contribute to the
division of additional funds. In addition, it could make
the territorial community less vulnerable to internal and
external threats and risks, as it will be able to provide an
undeniable advantage in the competition with other
territories for natural, material, human, and
entrepreneurial resources.
As noted, Ukrainian territorial communities are
just beginning their path to the formation of a positive
image and a stable reputation, however, they laid the
prerequisites for the implementation of this process even
when they amalgamated and began to plan the
development of their territories in a strategic dimension,
based on the concept of sustainable development.
Therefore, those territorial communities, which created
several years ago, already have a set of necessary
quantitative and qualitative indicators that characterize
their development as local socio-economic systems
(territorial communities) in economic, social and
environmental directions. Analysis of these indicators
will help the territorial community to take the first step
towards determining its marketing positioning
parameters.
The activation of the positioning of local socio-
economic systems (territorial communities) (LSES/TC)
based on innovative diffusions provides for the
implementation of actions, which are proposed to be
brought together in an appropriate sequence, has three
stages (Fig. 3).
The first stage in activating the positioning of
innovative diffusions in the framework of local socio-
economic systems (territorial communities) is to
identify factors influencing their image. Having
predetermined economic, social and environmental
parameters for positioning of innovative diffusions
I. Zablodska, Yu. Rohozian, O. Khandii
49
Економічний вісник Донбасу № 4(70), 2022
Fig. 2. Stages of the positioning process of innovative diffusions in the framework
of local socio-economic systems (territorial communities of Ukraine)
in the framework of above-mentioned systems, it is
important to research internal and external target groups
of consumers. For it, is necessary to determine their
specific list, urgent needs and main interests in relation
to local socio-economic systems (territorial communi-
ties), the degree of their influence on life, as well as on
the consciousness of other groups of the target audience
through desk and field research. The purpose of field
research is to search for and obtain information about
existing innovations in the image of local socio-
economic systems (territorial communities). Based on
this it is vital to identify factors of positive and negative
influence by receiving feedback from the target
audience, establishing their thoughts and attitudes to
certain factors of influence on the image of local socio-
economic systems (territorial communities). Therefore,
this step we recommend to carry out by formulating
specific questions to target groups of consumers,
choosing type and form of their survey (depending on
the subject of research: sociological, political, marke-
ting, psychological; depending on the number of respon-
dents (sample population): mass, sample, individual,
Visual, verbal and other signs by which a local socio-economic system
(territorial community) can be identified:
Features of the endogenous environment (in terms of economic, social and
environmental components of sustainable development).
Features of the exogenous environment.
Features of the management system of the local socio-economic system (territorial
community).
Other features
1. Individuality
(uniqueness)
of the territorial
community
Image of a local socio-economic system (territorial community), based on a set of
subjective beliefs and feelings of a person or a group of individuals (residents of the
community, its guests, representatives of state authorities and local self-government,
business, scientific, expert environment) in relation to which there is an evaluative
judgment on the natural-geographical, historical, socio-economic, political, mental
and other characteristics of a particular territorial community.
Image of a territorial community is a complex and specific category based on
semiotic (the study of signs and sign systems), cognitive (the thought process
associated with perception, concept formation, problem solving, imagination) and
emotional perception.
It is formed with the help of certain actions due to the aim of influencing target
groups of consumers to ensure the community’s competitiveness and attract internal
and external investment.
It can be positive and negative due to the presence or absence of innovative
diffusions in various spheres of life
It is formed based on a positive image of the territorial community, significant
competitive advantages (including the introduction of innovations) by choosing special
attributes (logo, trademark, etc.), immediately associated with the territorial community
and clearly identifies it for target consumer groups.
It can be based on natural and socio-economic characteristics inherent in a
particular territorial community or its famous personalities, unique achievements, etc.
Brand is the best way to identify a territorial community among competitors, to
attract the attention of target and potential consumers to it
2. Image of the
territorial
community
3. Brand of the
territorial
community
4. Reputation of the
territorial community,
accumulation of reputation
capital
Reputation is a dynamic and complex characteristic of a local socio-economic
system (territorial community), which has been formed in society over a long period
based on obtaining reliable information about it (specific events and facts).
Depends on the existing image of the territorial community.
It recognizes by all target groups of consumers, creates a kind of guarantees,
opportunities and prospects for the realization of their interests
I.
Z
ab
lo
ds
ka
, Y
u.
R
oh
oz
ia
n,
O
. K
ha
nd
ii
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Е
ко
но
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іч
ни
й
ві
сн
ик
Д
он
ба
су
№
4
(7
0)
, 2
02
2
F
ig
. 3
. S
eq
ue
n
ce
o
f
ac
ti
on
s
to
a
ct
iv
at
e
th
e
p
os
it
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in
g
of
in
n
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at
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e
d
if
fu
si
on
s
in
t
h
e
fr
am
ew
or
k
of
lo
ca
l s
oc
io
-e
co
no
m
ic
s
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te
m
s
(t
er
ri
to
ri
al
c
om
m
u
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it
ie
s
of
U
kr
ai
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e)
D
et
er
m
in
at
io
n
of
th
e
ke
y
ec
on
om
ic
, s
oc
ia
l a
nd
e
nv
ir
on
m
en
ta
l c
ha
ra
ct
er
is
tic
s
of
th
e
L
SE
S/
T
C
im
ag
e
fo
r
sp
ec
if
ic
ta
rg
et
c
on
su
m
er
g
ro
up
s
R
es
ea
rc
h
of
in
te
rn
al
a
nd
e
xt
er
na
l t
ar
ge
t g
ro
up
s
of
c
on
su
m
er
s,
ta
ki
ng
in
to
a
cc
ou
nt
th
ei
r
ec
on
om
ic
, s
oc
ia
l a
nd
e
nv
ir
on
m
en
ta
l i
nt
er
es
ts
in
th
e
fo
rm
o
f
L
SE
S/
T
C
U
se
o
f
ec
on
om
ic
, s
oc
ia
l a
nd
e
nv
ir
on
m
en
ta
l p
ar
am
et
er
s
of
th
e
L
SE
S/
T
C
po
si
tio
ni
ng
to
f
or
m
th
e
de
si
re
d
im
ag
e
C
on
du
ct
in
g
de
sk
r
es
ea
rc
h
(s
ea
rc
h
an
d
ob
ta
in
in
g
in
fo
rm
at
io
n
on
th
e
ex
is
ti
ng
c
om
po
ne
nt
s
of
th
e
L
SE
S/
T
C
im
ag
e;
sy
st
em
at
iz
at
io
n
an
d
an
al
ys
is
o
f
th
e
da
ta
o
bt
ai
ne
d,
p
re
se
nt
at
io
n
of
th
e
re
su
lt
s)
Id
en
ti
fi
ca
ti
on
o
f
fa
ct
or
s
fo
r
po
si
tiv
e
an
d
ne
ga
ti
ve
in
fl
ue
nc
e
on
th
e
L
S
E
S/
T
C
im
ag
e
C
on
du
ct
in
g
fie
ld
r
es
ea
rc
h
(f
or
m
ul
at
io
n
of
q
ue
st
io
ns
to
ta
rg
et
c
on
su
m
er
s
gr
ou
ps
r
eg
ar
di
ng
f
ac
to
rs
in
fl
ue
nc
in
g
th
e
L
S
E
S/
T
C
im
ag
e;
c
ho
os
in
g
th
e
fo
rm
o
f
th
e
su
rv
ey
, c
on
du
ct
in
g
it
, p
ro
ce
ss
in
g
an
d
an
al
yz
in
g
th
e
re
su
lt
s)
Fe
ed
ba
ck
: a
ss
es
sm
en
t b
y
ta
rg
et
c
on
su
m
er
s
gr
ou
ps
o
f
fa
ct
or
s
in
fl
ue
nc
in
g
th
e
L
SE
S/
T
C
im
ag
e
Fo
rm
ul
at
io
n
of
g
oa
ls
a
nd
o
bj
ec
ti
ve
s
of
th
e
L
SE
S/
T
C
im
ag
e
1.Identification of factors
influencing the LSES/TC image
Fo
rm
at
io
n
of
a
n
ew
im
ag
e
St
re
ng
th
en
in
g
ex
is
ti
ng
e
co
no
m
ic
, s
oc
ia
l
an
d
en
vi
ro
nm
en
ta
l p
os
iti
on
s
In
tr
od
uc
ti
on
o
f
in
no
va
ti
ve
d
if
fu
si
on
s
C
or
re
ct
in
g
or
c
ha
ng
in
g
th
e
im
ag
e
C
on
te
nt
f
il
li
ng
o
f
th
e
de
si
re
d
L
SE
S
/T
C
i
m
ag
e
w
it
h
th
e
su
st
ai
na
bl
e
de
ve
lo
pm
en
t
an
d
co
m
pe
ti
ti
ve
a
dv
an
ta
ge
s.
D
et
er
m
in
at
io
n
of
a
u
ni
qu
e
L
S
E
S/
T
C
i
m
ag
e,
i
ts
v
is
ua
l,
co
gn
it
iv
e,
s
em
io
ti
c
an
d
ot
he
r
co
nt
en
t
2.Formation of the
LSES/TC image concept
D
ev
el
op
m
en
t o
f
a
st
ep
-b
y-
st
ep
to
ol
ki
t f
or
th
e
im
pl
em
en
ta
ti
on
o
f
th
e
fo
rm
ed
L
S
E
S
/T
C
im
ag
e
(l
is
t o
f
ac
ti
vi
ti
es
, e
xp
ec
te
d
de
ad
li
ne
, c
os
ts
, r
es
po
ns
ib
le
p
er
so
ns
, i
nn
ov
at
iv
e
di
ff
us
io
n
ne
tw
or
ks
),
s
im
pl
em
en
ta
tio
n
an
d
ef
fi
ci
en
cy
a
ss
es
sm
en
t
D
ev
el
op
m
en
t o
f
an
a
ct
io
n
pr
og
ra
m
f
or
th
e
pe
rc
ep
ti
on
o
f
th
e
ex
is
ti
ng
L
SE
S/
T
C
im
ag
e
by
ta
rg
et
g
ro
up
s
of
c
on
su
m
er
s
(i
nc
lu
di
ng
c
ov
er
ag
e
of
th
e
im
ag
e
w
it
h
th
e
m
ed
ia
, p
la
nn
in
g
co
m
m
un
ic
at
io
ns
b
et
w
ee
n
ke
y
st
ak
eh
ol
de
rs
, p
ro
m
ot
in
g
ev
en
ts
f
or
t
he
d
if
fu
si
on
o
f
in
no
va
ti
on
s)
T
es
ti
ng
o
f
th
e
fo
rm
ed
L
SE
S/
T
C
im
ag
e
by
ta
rg
et
g
ro
up
s
of
c
on
su
m
er
s,
it
s
co
rr
ec
ti
on
(
if
n
ec
es
sa
ry
)
3.Programming the
audience's attitude to
the LSES/TC image
T
ra
ck
in
g
th
e
im
ag
e
co
m
po
ne
nt
s
of
c
om
pe
ti
ng
c
om
m
un
it
ie
s,
id
en
ti
fy
in
g
ne
ga
ti
ve
tr
en
ds
in
th
e
L
S
E
S/
T
C
im
ag
e,
e
li
m
in
at
in
g
th
em
a
nd
a
dj
us
tin
g
th
e
im
ag
e
(i
f
ne
ce
ss
ar
y)
50
Економічний вісник Донбасу № 4(70), 2022
I. Zablodska, Yu. Rohozian, O. Khandii
I. Zablodska, Yu. Rohozian, O. Khandii
51
Економічний вісник Донбасу № 4(70), 2022
expert, oral or written; depending on the objectives of
the survey: standardized, non-standardized, etc.). After
the survey, it is necessary to process and analyse the
results, thus, it is extremely important that the working
group will deal with the positioning of innovative
diffusions should include specialists – representatives of
the scientific and expert environment, who will help to
carry out the indicated actions professionally and
efficiently.
The second stage of the sequence of actions to
activate the positioning of innovative diffusions in the
framework of local socio-economic systems (territorial
communities) is to form their image concept. First, it is
necessary to formulate goals and objectives to which the
future desired image will direct. The absence of unifying
ideas and strategic goals will not allow the use of
marketing tools as efficiently as possible, and all actions
in this case will aim at solving only single (point) tasks.
It can affect the promising and attractive image of local
socio-economic systems (territorial communities) in a
very limited and unsystematic way.
Depending on the goals, it is necessary to choose
one of four options for the formation of image concept:
formation of a new image, strengthening existing
economic, social and environmental positions [10],
introduction of innovative diffusions or correcting
(changing) the image. The chosen version of the
concept, which is based on the desired image of the local
socio-economic system (territorial community), should
then be filled with meaningful elements in the context
of the components of sustainable development, taking
into account the significant competitive advantages of
this territory.
After the formation and filling of the desired image
with meaningful, emotional, competitive components, it
is advisable to develop a systematic toolkit that will help
implement this image in life and understand how it is
effective. It is important that each local action (step)
accompany by the presence of such important structural
elements of planning the territory development, as
expected deadline, amount of costs and responsible
persons for effective control over implementation in
order to correct. In addition, at the second stage of this
process it is advisable to introduce the innovative
diffusion, if it did not exist. Diffusion of innovations can
occur in any way and form: from specific innovative
products to the innovative forms of business
organization or a network of innovation diffusion.
The third, final stage of actions to enhance the
positioning of innovative diffusions in the framework of
local socio-economic systems aims at improving
economic, social and environmental positions. This
stage is rather difficult, since it involves the
development of an action program for projecting a
positive image perception of the local socio-economic
system by target groups of consumers. To complete this
stage successfully, it is vital to think in detail about the
most effective tools and mechanisms for considering by
each category of consumers. In order to test the image
perception of the local socio-economic system
(territorial community), or to identify the opinion of
target groups of consumers, it is advisable to test image
in one or more ways from the first stage of this algorithm
during field research. The results of such testing will
indicate the need to correct an attitude of the audience
to the image of the local socio-economic system (if
necessary). The final step is to monitor the image
elements of competing territorial communities (to
eliminate similarities), identify negative trends in the
image of the studied local socio-economic system
(territorial community), correct them and adjust the
image.
The proposed sequence of actions to activate the
positioning of innovative diffusions in the framework of
local socio-economic systems (territorial communities
of Ukraine) aims to take effective steps as soon as
possible towards the formation of their unique and
attractive image. Therefore, this approach should
provide for the programmed actions in order to
minimize any randomness. This sequence of actions
designs to improve the economic, social and
environmental positions of any territorial community of
Ukraine, but primarily it is necessary for the east of
Ukraine (on the territory of Luhansk and Donetsk
regions). These local socio-economic systems
(territorial communities) need more time and close
attention, both by government officials and
representatives of local self-government bodies, in
solving the most important and most painful issues
related to improving their image by activating
innovative diffusions.
6.2. Methodological aspects of determination the
marketing parameters of innovative diffusions of the
local socio-economic systems
The provisions of the Sustainable Development
Strategy for Ukraine by 2030 [14] provide for the
coordination of this document with the Development
Strategies for local socio-economic systems – regions,
cities and territorial communities – to ensure the
correlation of national, regional and local interests.
Therefore, determining the positioning parameters of
local socio-economic systems (territorial communities)
should harmoniously wove into the process of ensuring
their sustainable development. Achieving this goal is
possible due to the implementation of the positioning
procedure for the local socio-economic systems, taking
into account the provisions of the Concept of sustainable
development and the determination the marketing
parameters of innovative diffusions (Fig. 4). The first
block of this procedure devotes to determining the
current positions of the local socio-economic systems
and includes two components: analysis of the
endogenous environment through the prism of the
Concept of sustainable development, as well as
identifying the strengths and weaknesses of the local
socio-economic systems. The economic positions of
local socio-economic systems can investigate thanks
I. Zablodska, Yu. Rohozian, O. Khandii
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Економічний вісник Донбасу № 4(70), 2022
Fig. 4. Procedure for positioning local socio-economic systems and determining the marketing parameters
of innovative diffusions, taking into account the provisions of the Concept of sustainable development
to statistical indicators reflecting the level of their
financial and budgetary self-sufficiency, presence and
development level of their industrial potential,
development level of the engineering and transport
infrastructure system and the activity of introducing
innovations in various spheres of local socio-economic
systems (territorial communities).
It recommends considering the social positions of
these socio-economic systems through the prism of such
principles as meeting basic human needs for water,
healthy food, access to quality medical care, safe
housing, educational services, etc. In addition, it is vital
to highlight such qualitative and quantitative indicators
to determine the current position of the territorial
community, reflecting the level of development of its
Block 1. Determination of current positions of the local socio-economic systems
Economic component
(financial capabilities of the
community, industrial potential, the
development of elements of the
infrastructure support system, etc.)
1.2. Identification of strengths and weaknesses for community
Analysis of the image and
reputation characteristics of
competing territorial
communities
Analysis of environmental
conditions and determination of
their impact on the development
of the territorial community
1.4. Identification of opportunities and threats for local socio-economic systems
1.5. Revealing significant competitive advantages of local socio-economic systems
Block 3. Formation of specific positioning goals of local socio-economic systems,
search for options to achieve them
Block 4. Analysis of previously implemented activities or programs aimed at creating a positive image of
local socio-economic systems, identifying positive and negative results,
degree of effectiveness
Block 5. Determination of the main positioning parameters of local socio-economic systems
Block 6. Testing the positioning parameters of local socio-economic systems
Block 7. Testing of marketing parameters for positioning of innovative
diffusions of local socio-economic systems
1.1. Analysis of the endogenous environment of a territorial community
through the prism of the concept of sustainable development
1.3. Analysis of the exogenous environment of local socio-economic systems
correction
Block 2. Analysis of the exogenous environment of local socio-economic systems, opportunities and threats
Definition and anal ysis of the key
image and reputation
characteristics of the territorial
community
I. Zablodska, Yu. Rohozian, O. Khandii
53
Економічний вісник Донбасу № 4(70), 2022
social infrastructure system and the provision of
services to the population, as well as trends in its
demographic development [15]. The environmental
component of sustainable development of local socio-
economic systems (territorial communities) aims at
achieving such goals as ensuring the integrity of
biological and physical natural systems, preserving the
ability of ecosystems to self-heal and dynamically
adapt, preventing the degradation of natural resources,
environmental pollution and loss of biological diversity.
Considering this, we propose to consider the
current environmental positions of the research territory
through indicators reflecting the favourable natural-
geographical and administrative-territorial characte-
ristics of the territorial community (in which region it is
located), as well as the presence of a unique historical
and cultural heritage, significant environmental and
tourist-recreational potential. Based on the analysis of
indicators reflecting the economic, social and
environmental positions of local socio-economic
systems (territorial communities), its strengths and
weaknesses should be determined. The strengths of the
territorial community include the presence of an active
innovative diffusion in various spheres of community
life.
The second block of the positioning procedure for
local socio-economic systems, taking into account the
provisions of the Concept of sustainable development
and contains the following three components: analysis
of the exogenous environment of the local system,
identification of its opportunities and threats, and
identification of its significant competitive advantages.
Analysis of the exogenous environment of local
socio-economic systems (territorial communities)
provides for the analysis of environmental conditions
and determination of their impact on one or another
component of sustainable development; it is necessary
to understand the risks or limiting factors that interfere
with the life of a given area. After that, it is necessary to
determine and analyse the key image and reputation
characteristics of the community, namely, how it
perceives from the point of view of the main
stakeholders. If the image of a given territorial
community is indistinct, you can safely place new
accents on its development according to the above steps.
However, if the local socio-economic system already
has its own history and a certain level of popularity (both
positive and negative), it is imperative to find the
reasons for this and consider this experience in further
work. It is vital since sometimes the current perception
of the area so firmly fixed in the mind target audience;
it is very difficult to change it.
It is extremely important to compare the results of
such an analysis with similar image and reputation
characteristics of the main competing communities. It is
important because of highlight the unique features that
favourably emphasize the image of the local socio-
economic system, distinguish it from the background of
others and become the quintessence for the formation of
a positive and recognizable image. On the analysis of
the exogenous environment of the territorial
community, it is natural to determine the main
opportunities and threats for the formation its positive
image. This information about the community, together
with its strengths and weaknesses identified at the
previous step, will make it possible to carry out a
SWOT-analysis as well as determine the current state of
economic, social and environmental positions of the
local socio-economic system taking into account the
main risks of an internal and external nature. The above
actions together could help to identify the territory’s
significant competitive advantages, which will later
become key points for determining the parameters of
positioning and forming an attractive community image.
The third block is the formation of specific
positioning goals for the local socio-economic systems,
including the positioning of innovative diffusions. To
solve this task, it is important to know the internal and
external needs of local socio-economic system
(territorial community) in order to choose the most
beneficial positioning strategy for it in the future:
1. Positioning according to the geographical
(administrative-territorial) position of the community.
For instance, urban communities can focus on the
system of developed transport or social infrastructure,
while rural and settlement communities – on
environmental attractiveness or on a developed network
of innovation diffusion.
2. Positioning by economic benefit can be useful
for the local socio-economic systems (territorial
communities) located mainly in the centre of region, so
they have the features necessary for the business
development. Thus, the creation of innovative hubs and
incubators forms a powerful economic platform around
the world for attracting and serving various
stakeholders. In addition, the spatial proximity to large
cities is an important advantage of the local socio-
economic system for the formation its investment
environment attractive to endogenous and exogenous
economic entities.
3. Positioning based on human development. This
direction of positioning is extremely important, since it
is the prosperity cornerstone of any local socio-
economic system (territorial community).
4. Positioning based on the development of tourist
services in the local socio-economic system (territorial
community), which can become key for the formation
its attractive image of both urban and rural areas.
Based on the analysis of previously implemented
measures or programs aimed at forming a positive image
of local socio-economic system, one should identify
some positive and negative results as well as define the
effectiveness degree of their implementation. At the
stage of determining the positioning parameters of local
socio-economic system (territorial community), it is
necessary to establish all positioning parameters
(economic, social, environmental), including marketing,
aimed at forming a positive image, creating a brand,
I. Zablodska, Yu. Rohozian, O. Khandii
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Економічний вісник Донбасу № 4(70), 2022
increasing the reputation of the territorial community
and the accumulation of its reputation capital.
The seventh block – testing the marketing
parameters for positioning of innovative diffusions of
local socio-economic systems – completes the
procedure for positioning of local socio-economic
systems, taking into account the provisions of the
Concept of sustainable development and determining
the marketing parameters of innovative diffusions.
Based on the testing results, the competitive positioning
advantages of innovative diffusions of local socio-
economic systems adjust.
Of course, the relevance and effectiveness of
certain positioning parameters of the local socio-
economic system (territorial community) can only
ascertain over the years. Therefore, it is necessary to
monitor their implementation from time to time in order
to assess their compliance with the set goals,
completeness of their unique characteristics, importance
and trust of target consumers to them as well as a
positive associative array aimed at creating a positive
community image. Summing up the research of the
theoretical and methodological foundations for the
positioning of local socio-economic system (territorial
community), it is advisable to group the parameters of
innovative diffusions in local socio-economic systems,
which is shown in Table 2.
Table 2
The main positioning parameters of local socio-economic system (territorial community),
including marketing
Compo-
nents Positioning parameters of local socio-economic system (territorial community)
E
co
no
m
ic
1.1. The group of parameters for financial and budgetary capacity: income and expenses of the general fund per 1
inhabitant, UAH; level of subsidized budgets (share of base/reverse subsidies in income), %; income from diffusion of
innovations, UAH
1.2. The group of parameters for entrepreneurial community potential: number of enterprises (large and medium business)
per 1000 people, units; number of private entrepreneurs (small business) per 1000 people, units; average monthly salary,
UAH; income from production of branded goods, use of logos, trademarks, signs, etc., UAH
1.3. The group of parameters for infrastructure development: share of paved roads in the total length of community roads,
%; share of households provided with centralized water supply in the total number of households in the territorial
community, %; share of households with centralized gas supply in their total number, %; ramification of innovation and
marketing infrastructure, units
So
ci
al
2.1. The group of parameters for the development of social infrastructure and services provision to the population: number
of social infrastructure institutions that are supported by the budget of local government bodies per 1000 people, units;
number of general practitioners, family doctors per 1000 population, units
2.2. The group of parameters for demographic development of community: number of births per 1000 people, people;
number of deaths per 1000 people, people
E
nv
ir
on
m
en
ta
l 3.1. The group of parameters for use of natural-geographical and environmental potential:
share of pollutants emissions into the atmospheric air in the regional volume, %; number of objects of the nature reserve
fund, units
3.2. The group of parameters for use of a unique historical and cultural heritage: number of historical, architectural,
archaeological monuments, units; number of ongoing projects in 2019 aimed at increasing the tourist and recreational
potential of community, units
Thus, the need to form a positive image of the local
socio-economic system (territorial community) makes it
important to research the methodological aspects of
determination the marketing parameters of innovative
diffusions in the local socio-economic systems.
Analysis of the scientific and theoretical legacy to define
the current economic, social and environmental
positions of the territories made it possible to conclude
that it fragments due to the lack of a specific theoretical
and methodological basis for determining the marketing
parameters for the positioning of the local socio-
economic systems (territorial communities).
7. Discussions & Conclusions
The results of foreign and domestic scientific cases
on highlighting the marketing role of innovative
diffusion in the context of the development of socio-
economic systems made it possible to classify the forms,
methods and types of diffusion of innovations in the
socio-economic system, based on which we identified
five main factors influencing the adoption of
innovations. The research works have been investigated
and prove the necessity of introducing the marketing of
territories (socio-economic systems) through their
positioning based on the innovative diffusion. In
addition, modern economic conditions force each
territory (including territorial communities in Ukraine)
to take marketing measures in order to gain the best
positions in the economic, social and environmental
spheres, including through the diffusion of innovations,
using own uniqueness. It proved that thanks to the
implementation of a pool of marketing activities, each
socio-economic system (community) is able to form a
positive and recognizable image for others, the
implementation of which will help to increase competi-
tiveness and attract internal and external investment
flows to ensure sustainable development of the territory.
Therefore, the role of marketing innovative diffusion in
the context of the development of socio-economic
systems is to position territories through the formation
of their positive image, brand development, reputation
strengthening, and accumulation of reputation capital.
Importance of highlighting the marketing features
of innovative diffusion in the socio-economic systems
I. Zablodska, Yu. Rohozian, O. Khandii
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Економічний вісник Донбасу № 4(70), 2022
made it necessary to study this process from the point of
view of such a marketing tool as positioning. To
understand the importance and fundamental logic for
positioning of innovative diffusions in the framework of
the local socio-economic systems (territorial
communities of Ukraine), its features considered
through the prism of the process approach, which
contains four stages: determination of individual
(unique) characteristics of community, formation of its
image, brand as well as accumulation of reputation
capital. This block of research proposes a clear sequence
of actions aimed at enhancing the positioning of local
socio-economic systems (territorial communities)
because of innovative diffusions, containing three main
stages: identifying factors influencing the image of a
local socio-economic system, forming its image
concept, as well as programming the attitude of the
audience towards it.
Methodological aspects of defining the marketing
parameters of innovative diffusions of the local socio-
economic systems disclosed in this research through the
developed positioning procedure, taking into account
the provisions of the Concept of sustainable
development. This procedure includes the determination
of current positions of local socio-economic systems
(territorial communities) as well as two important
components: analysis of the endogenous environment
through the prism of the Concept of sustainable
development and identification of the strengths and
weaknesses of local socio-economic systems.
The need to take into account the peculiarities of
the implementation of the Concept of sustainable
development in the Ukrainian administrative-territorial
units and the relevance of the positioning process of
innovative diffusions in the framework of local socio-
economic systems made it possible to determine: groups
of diffusers and their characteristics, taking into account
the territorial aspect; stages of the positioning process of
innovative diffusions in the framework of local socio-
economic systems (territorial communities of Ukraine);
sequence of actions to activate the positioning of
innovative diffusions within the local socio-economic
systems (territorial communities of Ukraine); main
positioning parameters of the local socio-economic
systems (territorial communities) through the prism of
their sustainable development components; positioning
procedure of the local socio-economic systems, taking
into account the provisions of the Concept of sustainable
development and determination the marketing
parameters of innovative diffusions.
Thus, the theoretical and methodological aspects of
determination the marketing parameters of innovative
diffusions of the local socio-economic systems reflected
in the developed procedure for their positioning, in
certain marketing parameters of innovative diffusions,
taking into account the provisions of the Concept of
sustainable development and in the proposed
positioning strategies, which made it possible to
determine the main positioning parameters of the local
socio-economic systems (territorial community),
including marketing ones.
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Заблодська І. В., Рогозян Ю. С., Хандій О. О. Територіальний вимір інноваційної дифузії в соціально-економічних
системах: ринковий аспект
Стаття присвячена територіальним аспектам інноваційної дифузії в соціально-економічних системах в ринкових умовах,
оскільки її розвиток стає все більш важливим для забезпечення конкурентоспроможності територій. В роботі розкривається
взаємозв’язок між поширенням інновацій та територіальним маркетингом у контексті розвитку соціально-економічних
систем для забезпечення добробуту громад, міст, регіонів та країн. Доведено, що сучасні зміни в економічному середовищі
змушують кожну територію вживати певних маркетингових заходів, щоб завоювати найкращі позиції в економічній,
соціальній та екологічній сферах, у тому числі шляхом поширення інновацій та використання власної унікальності. Завдяки
реалізації пулу маркетингових заходів кожна громада зможе сформувати позитивний та впізнаваний імідж, реалізація якого
сприятиме підвищенню конкурентоспроможності та залученню внутрішніх та зовнішніх інвестиційних потоків для
забезпечення сталого розвитку території. Це дало змогу зробити висновок про роль інноваційного дифузійного маркетингу в
контексті розвитку соціально-економічних систем, що полягає в позиціонуванні територій через формування їх позитивного
іміджу, розвиток бренду, зміцнення репутації та накопичення репутаційного капіталу. Автори досліджують маркетингову
роль інноваційної дифузії в контексті розвитку соціально-економічних систем на основі класифікації форм, методів і видів
цього процесу, а також шляхом визначення основних груп дифузорів та їх відповідних характеристик через призму
територіального аспекту. За результатами аналізу наукових праць зарубіжних та українських учених зроблено висновок про
важливість дослідження дифузії інновацій у соціально-економічних системах з урахуванням концепції сталого розвитку.
Зазначається, що на практиці тільки представники експертного та наукового середовища можуть оцінити маркетингову роль
дифузії інновацій у контексті розвитку територій (соціально-економічних систем) для їх позиціонування. Це дозволяє
розглянути процес позиціонування інноваційних дифузій у рамках локальних соціально-економічних систем та дослідити
послідовність дій щодо інтенсифікації цього процесу. З метою дослідження методологічних аспектів визначення
маркетингових параметрів інноваційних дифузій локальних соціально-економічних систем авторами визначено основні
параметри позиціонування територіальних громад крізь призму їх компонентів сталого розвитку. Запропоновано порядок
позиціонування локальних соціально-економічних систем з урахуванням положень Концепції сталого розвитку та визначення
маркетингових параметрів інноваційних дифузій.
Ключові слова: інноваційна дифузія, соціально-економічні системи, маркетинг, локальні території, позиціонування,
параметри, територіальні громади.
Zablodska I., Rohozian Yu., Khandii O. Territorial Dimension of Innovative Diffusion in the Socio-Economic Systems:
Market Aspect
This work devotes to the territorial aspects of innovative diffusion in the socio-economic systems through the market provisions,
since its development is becoming increasingly important to ensure the territories` competitiveness. The components of this article
reveal the relationship between innovation diffusion and territorial marketing in the context of the development of socio-economic
systems to ensure the well-being of communities, cities, regions and countries. It has been proven that modern changes in the economic
environment force each territory to take certain marketing measures in order to win the best positions in the economic, social and
environmental spheres, including by spreading innovations and using its own uniqueness. Thanks to the implementation of a pool of
marketing activities, each community will be able to form a positive and recognizable image, the implementation of which will
contribute to increasing competitiveness and attracting internal and external investment flows to ensure the sustainable development
of the territory. This made it possible to draw a conclusion about the role of innovative diffusion marketing in the context of the
development of socio-economic systems, which consists in the positioning of territories through the formation of their positive image,
brand development, strengthening of reputation and accumulation of reputational capital. The authors investigate the marketing role of
innovative diffusion in the context of the development of socio-economic systems based on the classification of forms, methods and
types of this process, as well as by identifying the main groups of diffusers and their respective characteristics through the prism of the
territorial aspect. Based on the results of the analysis of the pool of scientific works of foreign and Ukrainian scientists, a conclusion
was made about the importance of studying the diffusion of innovations in socio-economic systems, taking into account the concept of
sustainable development. It is noted that in practice, only representatives of the expert and scientific environment can assess the
marketing role of innovation diffusion in the context of the development of territories (socio-economic systems) for their positioning.
This allows to consider the process of positioning innovative diffusions within the framework of local socio-economic systems and
investigate a sequence of actions to intensify this process. In order to research the methodological aspects of determination the
marketing parameters of innovative diffusions of the local socio-economic systems, the authors identify the main parameters of
positioning territorial communities through the prism of their sustainable development components. The procedure for positioning
local socio-economic systems proposed, taking into account the provisions of the Concept of sustainable development and
determination the marketing parameters of innovative diffusions.
Keywords: innovative diffusion, socio-economic systems, marketing, local territories, positioning, parameters, territorial
communities.
Received by the editors 28.10.2022
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