МОНІТОРИНГ СТРАТЕГІЙ РОЗВИТКУ ОБ’ЄДНАНИХ ТЕРИТОРІАЛЬНИХ ГРОМАД УКРАЇНИ В КОНТЕКСТІ ЇХНЬОГО ПОЗИЦІОНУВАННЯ
The article reflects the results of development strategies monitoring of the amalgamated territorial communities (ATCs) of Ukraine in the context of their positioning. The development of all spheres of society’s life depends on effective positioning both in the short and strategic perspectives, howe...
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V. Mamutov Institute of Economic and Legal Research of the National Academy of Sciences of Ukraine
2020
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Economics and Law |
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2020-04-04T12:41:35Z |
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Ukrainian |
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Article |
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Zablodska, I.V. Rohozian, Yu.S. |
| spellingShingle |
Zablodska, I.V. Rohozian, Yu.S. МОНІТОРИНГ СТРАТЕГІЙ РОЗВИТКУ ОБ’ЄДНАНИХ ТЕРИТОРІАЛЬНИХ ГРОМАД УКРАЇНИ В КОНТЕКСТІ ЇХНЬОГО ПОЗИЦІОНУВАННЯ |
| author_facet |
Zablodska, I.V. Rohozian, Yu.S. |
| author_sort |
Zablodska, I.V. |
| title |
МОНІТОРИНГ СТРАТЕГІЙ РОЗВИТКУ ОБ’ЄДНАНИХ ТЕРИТОРІАЛЬНИХ ГРОМАД УКРАЇНИ В КОНТЕКСТІ ЇХНЬОГО ПОЗИЦІОНУВАННЯ |
| title_short |
МОНІТОРИНГ СТРАТЕГІЙ РОЗВИТКУ ОБ’ЄДНАНИХ ТЕРИТОРІАЛЬНИХ ГРОМАД УКРАЇНИ В КОНТЕКСТІ ЇХНЬОГО ПОЗИЦІОНУВАННЯ |
| title_full |
МОНІТОРИНГ СТРАТЕГІЙ РОЗВИТКУ ОБ’ЄДНАНИХ ТЕРИТОРІАЛЬНИХ ГРОМАД УКРАЇНИ В КОНТЕКСТІ ЇХНЬОГО ПОЗИЦІОНУВАННЯ |
| title_fullStr |
МОНІТОРИНГ СТРАТЕГІЙ РОЗВИТКУ ОБ’ЄДНАНИХ ТЕРИТОРІАЛЬНИХ ГРОМАД УКРАЇНИ В КОНТЕКСТІ ЇХНЬОГО ПОЗИЦІОНУВАННЯ |
| title_full_unstemmed |
МОНІТОРИНГ СТРАТЕГІЙ РОЗВИТКУ ОБ’ЄДНАНИХ ТЕРИТОРІАЛЬНИХ ГРОМАД УКРАЇНИ В КОНТЕКСТІ ЇХНЬОГО ПОЗИЦІОНУВАННЯ |
| title_sort |
моніторинг стратегій розвитку об’єднаних територіальних громад україни в контексті їхнього позиціонування |
| title_alt |
MONITORING THE DEVELOPMENT STRATEGIES OF THE AMALGAMATED TERRITORIAL COMMUNITIES OF UKRAINE IN THE CONTEXT OF THEIR TERRITORIES POSITIONING |
| description |
The article reflects the results of development strategies monitoring of the amalgamated territorial communities (ATCs) of Ukraine in the context of their positioning. The development of all spheres of society’s life depends on effective positioning both in the short and strategic perspectives, however today more attention is paid to the legal support of the development of ATCs than to positioning to improve the socio-economic status of society. A schematic representation of the feasibility of positioning the ATC is presented. Undoubtedly, the formation of a positive image of the amalgamated territorial community will help to attract investment, since the presence of unique natural, historical or socio-economic characteristics of the territory in which the communities are created will be more attractive against the background of other, non-oversized territorial-administrative units. Based on the results of monitoring the development strategies of the ATCs of Ukraine, the total number of them in the regions of Ukraine were determined and found the need for positioning, emphasis and prerequisites for their positioning, the share of united territorial communities with positioning accents to the total number of united territorial communities of the region were determined. An analysis of the development strategies of the Ukrainian ATCs makes it possible to assert that the represented communities recorded attempts to position their territories, and some of them even formed marketing and/or communication development strategies. It is proved that the majority of the amalgamated territorial communities were determined with the basis for positioning, covering all the components of sustainable development, preventing the creation of a unique image of an ATC, dispersing attention between the economic, social and environmental components of development. It has been argued that most of the ATCs are just beginning to think about the need to create a positive image of their community and are trying to take the first steps to position their own territory. The most experienced regions in terms of positioning the amalgamated territorial communities turned out to be the Donetsk and Kharkiv regions, which are already actively pursuing their tasks of creating a vivid and unique image of their territorial communities. The positioning of the amalgamated territorial communities is a promising direction in development to improve their socio-economic situation.
REFERENCES:
1. Ustymenko V.A., Zablodska I.V., Burbelo S.О., Zablodska D.V., Saenko P.O. Identification and position of the United Territorials Municipalities: methodical tools. Economics and Law. 2019. No. 1. P. 44-50. https://doi.org/10.15407/econlaw.2019.01.044 [in Ukrainian].2. Kotler P. Marketing’s New Paradigm: What’s Really happening Out There. Planning Review. 1992. Vol. 20 (5). P. 50-52.3. Carpenter G. Perceptual position and competitive brand strategy in a two-dimensional, 2-Brand market. Management Science. 1989. Vol. 35. No. 9. P. 1029-1044. https://doi.org/10.1287/mnsc.35.9.10294. Dou W., Lim K., Chenting S. Brand positioning strategy using search marketing. Mis Quarterly. 2010. Vol. 34. No. 2. P. 261-279. https://doi.org/10.2307/207214275. Sunduk A.M. Positioning of Trans Carpathian region within the system “State — Global dimension”. Actual Problems of Economics. 2012. Vol. 128. P. 211-218.6. Taecharungroj V., Muthuta M., Boonchaiyapruek P. Sustainability as a place brand position: a resident-centric analysis of the ten towns in the vicinity of Bangkok. Place Branding and Public Diplomacy. 2019. Vol. 15. No. 4. P. 210-228. https://doi.org/10.1057/s41254-019-00127-57. Budnikevych I., Romaniuk N. Marketynhovyi pidkhid do pobudovy merezhevykh modelei na rehionalnomu rynku znan. Zbirnyk naukovykh prats ChDTU. Seriia: Ekonomichni nauky. 2019. Iss. 54. P. 52-59. https://doi.org/10.24025/2306-4420.0.54.2019.178527 [in Ukrainian].8. Kolomytseva O. Positioning of regions of Ukraine in competitive environment. Proceedings of the 1st International Conference Contemporary Issues in Theory and Practice of Management: CITPM 2016. Czestochawa, Poland (April 21-22, 2016). P. 203-209.9. Rohozian Yu., Noskova S. Interregional cooperation as a prerequisite for the economic development of amalgamated territorial communities in Ukraine. Baltic Journal of Economic Studies. 2017. Vol. 3. No. 5. P. 383-390. https://doi.org/10.30525/2256-07422017-3-5-383-39011. Metodychni rekomendatsii shchodo formuvannia i realizatsii prohnoznykh ta prohramnykh dokumentiv sotsialnoekonomichnoho rozvytku obiednanoi terytorialnoi hromady: Nakaz Ministerstva rehionalnoho rozvytku, budivnytstva ta zhytlovo-komunalnoho hospodarstva Ukrainy vid 30.03.2016 № 75. URL: http://zakon.rada.gov.ua/rada/show/v0075858-16 [in Ukrainian].12. Malenki mrii, velyki peremohy. Zaluchennia hromad do mistsevoho rozvytku: istorii uspikhu Proektu Yevropeiskoho Soiuzu ta Prohramy rozvytku OON "Mistsevyi rozvytok, oriientovanyi na hromadu". Kyiv, 2011. 92 p. [in Ukrainian]. |
| publisher |
V. Mamutov Institute of Economic and Legal Research of the National Academy of Sciences of Ukraine |
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2020 |
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https://economiclaw.kiev.ua/index.php/economiclaw/article/view/975 |
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oai:ojs.economiclaw.kiev.ua:article-9752020-04-04T12:41:35Z MONITORING THE DEVELOPMENT STRATEGIES OF THE AMALGAMATED TERRITORIAL COMMUNITIES OF UKRAINE IN THE CONTEXT OF THEIR TERRITORIES POSITIONING МОНІТОРИНГ СТРАТЕГІЙ РОЗВИТКУ ОБ’ЄДНАНИХ ТЕРИТОРІАЛЬНИХ ГРОМАД УКРАЇНИ В КОНТЕКСТІ ЇХНЬОГО ПОЗИЦІОНУВАННЯ Zablodska, I.V. Rohozian, Yu.S. The article reflects the results of development strategies monitoring of the amalgamated territorial communities (ATCs) of Ukraine in the context of their positioning. The development of all spheres of society’s life depends on effective positioning both in the short and strategic perspectives, however today more attention is paid to the legal support of the development of ATCs than to positioning to improve the socio-economic status of society. A schematic representation of the feasibility of positioning the ATC is presented. Undoubtedly, the formation of a positive image of the amalgamated territorial community will help to attract investment, since the presence of unique natural, historical or socio-economic characteristics of the territory in which the communities are created will be more attractive against the background of other, non-oversized territorial-administrative units. Based on the results of monitoring the development strategies of the ATCs of Ukraine, the total number of them in the regions of Ukraine were determined and found the need for positioning, emphasis and prerequisites for their positioning, the share of united territorial communities with positioning accents to the total number of united territorial communities of the region were determined. An analysis of the development strategies of the Ukrainian ATCs makes it possible to assert that the represented communities recorded attempts to position their territories, and some of them even formed marketing and/or communication development strategies. It is proved that the majority of the amalgamated territorial communities were determined with the basis for positioning, covering all the components of sustainable development, preventing the creation of a unique image of an ATC, dispersing attention between the economic, social and environmental components of development. It has been argued that most of the ATCs are just beginning to think about the need to create a positive image of their community and are trying to take the first steps to position their own territory. The most experienced regions in terms of positioning the amalgamated territorial communities turned out to be the Donetsk and Kharkiv regions, which are already actively pursuing their tasks of creating a vivid and unique image of their territorial communities. The positioning of the amalgamated territorial communities is a promising direction in development to improve their socio-economic situation. REFERENCES: 1. Ustymenko V.A., Zablodska I.V., Burbelo S.О., Zablodska D.V., Saenko P.O. Identification and position of the United Territorials Municipalities: methodical tools. Economics and Law. 2019. No. 1. P. 44-50. https://doi.org/10.15407/econlaw.2019.01.044 [in Ukrainian].2. Kotler P. Marketing’s New Paradigm: What’s Really happening Out There. Planning Review. 1992. Vol. 20 (5). P. 50-52.3. Carpenter G. Perceptual position and competitive brand strategy in a two-dimensional, 2-Brand market. Management Science. 1989. Vol. 35. No. 9. P. 1029-1044. https://doi.org/10.1287/mnsc.35.9.10294. Dou W., Lim K., Chenting S. Brand positioning strategy using search marketing. Mis Quarterly. 2010. Vol. 34. No. 2. P. 261-279. https://doi.org/10.2307/207214275. Sunduk A.M. Positioning of Trans Carpathian region within the system “State — Global dimension”. Actual Problems of Economics. 2012. Vol. 128. P. 211-218.6. Taecharungroj V., Muthuta M., Boonchaiyapruek P. Sustainability as a place brand position: a resident-centric analysis of the ten towns in the vicinity of Bangkok. Place Branding and Public Diplomacy. 2019. Vol. 15. No. 4. P. 210-228. https://doi.org/10.1057/s41254-019-00127-57. Budnikevych I., Romaniuk N. Marketynhovyi pidkhid do pobudovy merezhevykh modelei na rehionalnomu rynku znan. Zbirnyk naukovykh prats ChDTU. Seriia: Ekonomichni nauky. 2019. Iss. 54. P. 52-59. https://doi.org/10.24025/2306-4420.0.54.2019.178527 [in Ukrainian].8. Kolomytseva O. Positioning of regions of Ukraine in competitive environment. Proceedings of the 1st International Conference Contemporary Issues in Theory and Practice of Management: CITPM 2016. Czestochawa, Poland (April 21-22, 2016). P. 203-209.9. Rohozian Yu., Noskova S. Interregional cooperation as a prerequisite for the economic development of amalgamated territorial communities in Ukraine. Baltic Journal of Economic Studies. 2017. Vol. 3. No. 5. P. 383-390. https://doi.org/10.30525/2256-07422017-3-5-383-39011. Metodychni rekomendatsii shchodo formuvannia i realizatsii prohnoznykh ta prohramnykh dokumentiv sotsialnoekonomichnoho rozvytku obiednanoi terytorialnoi hromady: Nakaz Ministerstva rehionalnoho rozvytku, budivnytstva ta zhytlovo-komunalnoho hospodarstva Ukrainy vid 30.03.2016 № 75. URL: http://zakon.rada.gov.ua/rada/show/v0075858-16 [in Ukrainian].12. Malenki mrii, velyki peremohy. Zaluchennia hromad do mistsevoho rozvytku: istorii uspikhu Proektu Yevropeiskoho Soiuzu ta Prohramy rozvytku OON "Mistsevyi rozvytok, oriientovanyi na hromadu". Kyiv, 2011. 92 p. [in Ukrainian]. Висвітлено результати моніторингу стратегій розвитку об’єднаних територіальних громад України в контексті їхнього позиціонування. Подано схематичне уявлення про доцільність позиціонування об’єднаних територіальних громад. За результатами моніторингу стратегій розвитку об’єднаних територіальних громад (ОТГ) України визначено загальну кількість ОТГ у регіонах України, ОТГ, що визначились із необхідністю позиціонування, акценти та передумови їхнього позиціонування. Розраховано частку ОТГ, що мають акценти позиціонування у співставленні до загальної кількості ОТГ регіону. Доведено, що більшість ОТГ визначилися з підґрунтям для позиціонування, проте намагаються охопити усі складові сталого розвитку, що заважає створенню унікального образу тієї чи іншої території, розпорошуючи увагу між економічними, соціальними та екологічними складовими розвитку ОТГ. Аргументовано, що більшість ОТГ тільки починають замислюватись над необхідністю створення позитивного іміджу на основі унікальних характеристик власної території та намагаються робити перші кроки щодо позиціонування. V. Mamutov Institute of Economic and Legal Research of the National Academy of Sciences of Ukraine 2020-03-24 Article Article application/pdf https://economiclaw.kiev.ua/index.php/economiclaw/article/view/975 10.15407/econlaw.2020.01.046 Economics and Law; No 1 (56) (2020): Economics and Law; 46 - 56 Экономика и право; No 1 (56) (2020): Economics and Law; 46 - 56 Економіка та право; No 1 (56) (2020): Economics and Law; 46 - 56 2523-4838 1681-6277 10.15407/econlaw.2020.01 uk https://economiclaw.kiev.ua/index.php/economiclaw/article/view/975/935 |