Innovative Inclusion of Brand Management of Food Enterprises in the Conditions of World Price Volatility
Keywords:
brand equity management, competitiveness, global food market, marketing strategy, price situationAbstract
The article substantiates the determinants of innovative inclusion of brand management of food enterprises on the basis of a benchmarking approach, which allows managing the capitalization of entities, assessing the sensitivity of brand capital to the volatility of domestic and global market prices. The method of comprehensive evaluation is presented and the classifier of the integral of objects of the internal and external environment of effective use of brand capital of food enterprises is developed. It has been proven that the economic effect of innovative activities of food enterprises is the main internal source of growth in their market value, provided that the negative market factors of the external environment are levelled. The model of the integration of brand capital into the general capitalization management system of the food enterprises is given. The rate of growth of capital investment in innovation is analyzed and the structure of financing inclusiveness of brand capital (intangible assets) of food enterprises of the Ukraine is determined. The global supply balance of the main groups of products to exporting countries and the level of volatility of world prices according to the FAO’s food index are presented. Calculated correlation dependence of profit on interest futures spot contracts (USDC) of food enterprises on a set of variable indicators. The forecast value of capitalization (market value) of food enterprises of the Ukraine was determined due to the annual increase in the value of brand capital.
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Al-Afeef, M. (2020). Factors affecting market capitalization: A practical study ASE 1978- 2019. International Journal of Scientific and Technology Research, 9(3), 7049-7053.
Alaverdyan, L.M. & Romanenko, O.V. (2019). Modern realities and prospects for the development of foreign trade in Ukraine with other countries of the world. Efficient Economy, 4, 1-10. https://doi.org/10.32702/2307-2105-2019.4.53
Avdalovic, S. M. & Milenkovi?, I. (2017). Impact of company performances on the stock price: An empirical analysis on select companies in Serbia. Economics of Agriculture, 64(2), 561-570.
Bagatska, K. V. (2015). Enterprise capitalization as a key category of value-oriented management. Scientific Bulletin of the Uzhgorod National University, 3, 10-13.
Bashir, M. & Verma, R. (2019). Internal factors & consequences of business model innovation. Management Decision, 57(1), 262-290.
Bocken, N.M. & Geradts, T.H. (2020). Barriers and drivers to sustainable business model innovation: organization design and dynamic capabilities. Long Range Planning, 53(4), 101950.
Dawn, S. (2022). Agro cost management and profitability: role of futures market in India During COVID-19 Pandemic. The Management Accountant, 6, 80-85.
Enthoven, L. & Van den Broeck, G. (2021). Local food systems: reviewing two decades of research. Agricultural Systems, 193, 103226.
FAO. (2023). FAO Food Price Index. Retrieved from https://www.fao.org/worldfoodsituation/foodpricesindex/en
Goswami, A., Adjemian, M. K., & Karali, B. (2022). The impact of futures contract storage rate policy on convergence expectations in domestic commodity markets. Food Policy, 111, 102301.
Jiang, L. & Sun, W. (2020). Analysis of agricultural product marketing channels based on diversity under the background of Big Data. Journal of Physics Conference Series, 1574(1), 012119.
Khumarova, N. I. & Laiko, O. I. (2020). Theoretical principles of enterprise capitalization management. Economics: Realities of Time, 3(49), 61-68.
Kostyrko, L. A. & Valenteychyk, N. Yu. (2017). Formation of the capitalization management mechanism of enterprises. Journal of Economic Reforms, 1, 50-59.
Kruvovyzyuk, I. & Burban, O. (2023). Managing enterprise market capitalization based on the value concept. Actual Problems of Economics, 8(266), 74-82.
Lesyk, L.I., Simak, A.V., Yemelyanov, O.Yu., & Brenyo, A.V. (2021). Peculiarities of managing the market value of enterprises on the basis of building a hierarchy of their properties. International Scientific Journal “Internauka,” 11. https://doi.org/10.25313/2520-2294-2021-11-7726
Malik, A., Sharma, P., Pereira, V., & Temouri, Y. (2021). From regional innovation systems to global innovation hubs: evidence of a Quadruple Helix from an emerging economy. Journal of Business Research, 128, 587-598.
Mazur, K. & Mukhina, O. (2020). Development of marketing strategy of agricultural enterprise of agro-food complex. Efficient Economy, 2. https://doi.org/10.32702/2307-2105-2020.1.87
Melnyk, O. (2019). Development of the theory of enterprise capitalization strategy. Socio-Economic Relations in the Digital Society, 2(35-36), 41-46.
MinFin. (2023a). Direct foreign investments in Ukraine. Retrieved from https://index.minfin.com.ua/ua/economy/fdi/2023/
MinFin. (2023b). Index of industrial production in Ukraine. Retrieved from https://index.minfin.com.ua/ua/economy/index/industrial/
MinFin. (2023c). Producer Price Index in Ukraine. Retrieved from https://index.minfin.com.ua/ua/economy/index/prodprice/2023/
MinFin. (2023d). Gross Domestic Product in Ukraine. Retrieved from https://index.minfin.com.ua/ua/economy/gdp/2016/
Moiseev, V.V. & Dombrovska, S.O. (2020). Advantages and disadvantages of a value-oriented approach to enterprise management. Scientific Bulletin of Kherson State University, 40, 63-67.
National Bank of Ukraine. (2023). Retrieved from https://bank.gov.ua
Prokopenko, K., Liang, R., Bliumska-Danko, K, Artyukhov, A., & Dluhopolskyi, O. (2023). Products brand marketing strategy based on environmental friendliness agricultural innovation: China-Ukraine’s case. IOP Conference Series: Earth and Environmental Science, 1126, 012019.
Rytkönen, P.I., Skoglund, W., Oghazi, P., & Laven, D. (2024). Exploring the dynamics of innovation: patterns of growth and contraction in the local food industry. British Food Journal, 126(13), 1-17.
Samoiliuk, M. & Levchenko, Ye. (2023). Economy of Ukraine in 2023. Retrieved from https://ces.org.ua/ukrainian-economy-in-2023-tracker-overview/
State Information and Analytical Center for Monitoring Foreign Goods Markets. (2022). USDA has significantly increased the forecast of corn production and export by Ukraine in 2022/2023 MR. Retrieved from https://dzi.gov.ua/press-centre/news/usda-znachno-zbilshyv-prognoz-vyrobnytstva-ta-eksportu-kukurudzy-ukrayinoyu-v-2022-2023-mr/
State Statistics Service of Ukraine. (2023). Investments and fixed assets in Ukraine. Retrieved from https://ukrstat.gov.ua/operativ/menu/menu_u/ioz.htm
Suslikov, A. (2023). Strategic management of the market capitalization of corporate agricultural enterprises based on ESG-principles. Economic Discourse, 1-2, 83-95.
Sweet, M.O. (2014). The futures market is a price stabilization factor. Stock Market Monitoring, 1, 12-15.
Timpanaro, G. (2023). Agricultural food marketing, economics and policies. Agriculture, 13(761), 1-9.
Trusova, N. V., Hryvkivska, O. V., Yavorskaya, T. I., Pryst?mskyi, O. S., Kepko, V. N., & Prus, Yu. A. (2020). Innovative development and competitiveness of agribusiness subjects in the system of ensuring of economic security of the regions of Ukraine. Rivista di Studi sulla Sostenibilita, 2, 141-156.
Trusova, N., Vasyl’yeva, O., Kolokolchykova, I., Konovalenko, A., & Herasymenko, I. (2022). Marketing Support of Corporate Social Responsibility of Agro-Food Enterprises. Scientific Horizons, 25(7), 101-114.
UANIPIO. (2023). Activity indicators in the field of intellectual property. Retrieved from https://nipo.gov.ua/wp-content/uploads/2024/05/IP-in-Figures-2023-en-web.pdf
UNCTAD. (2023). Trade and Development Report. Retrieved from https://unctad.org/publication/trade-and-development-report-2023
Yarovenko, H., Bilan, Y., Lyeonov, S., & Mentel, G. (2021). Methodology for assessing the risk associated with information and knowledge loss management. Journal of Business Economics and Management, 22(2) 369-387. https://doi.org/10.3846/jbem.2021.13925
Zhang, H., Xiao, H., Wang, Y., Shareef, M. A., Akram, M. S., Goraya, M. A. S. (2021). An integration of antecedents and outcomes of business model innovation: A meta-analytic review. Journal of Business Research, 131, 803-814.
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Published
2024-10-01
How to Cite
Khrapkina, V. V., Matukova, H. I., Hurman, O. M., Korovina , O. V., & Tsymbalyuk, Y. A. (2024). Innovative Inclusion of Brand Management of Food Enterprises in the Conditions of World Price Volatility. Future of Food: Journal on Food, Agriculture and Society, 12(1). Retrieved from https://thefutureoffoodjournal.com/manuscript/index.php/FOFJ/article/view/718
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