{"id":7428,"date":"2021-01-30T10:46:51","date_gmt":"2021-01-30T08:46:51","guid":{"rendered":"http:\/\/journals.khnu.km.ua\/vestnik\/?p=7428"},"modified":"2021-11-16T09:37:01","modified_gmt":"2021-11-16T07:37:01","slug":"strategiya-blakytnogo-okeanu-yak-innov","status":"publish","type":"post","link":"https:\/\/journals.khnu.km.ua\/vestnik\/?p=7428","title":{"rendered":"\u0421\u0442\u0440\u0430\u0442\u0435\u0433\u0456\u044f \u0431\u043b\u0430\u043a\u0438\u0442\u043d\u043e\u0433\u043e \u043e\u043a\u0435\u0430\u043d\u0443 \u044f\u043a \u0456\u043d\u043d\u043e\u0432\u0430\u0446\u0456\u0439\u043d\u0438\u0439 \u0432\u0435\u043a\u0442\u043e\u0440 \u0440\u043e\u0437\u0432\u0438\u0442\u043a\u0443 \u0431\u0456\u0437\u043d\u0435\u0441-\u0441\u0442\u0440\u0443\u043a\u0442\u0443\u0440"},"content":{"rendered":"

<\/p>\n

\u0421\u0422\u0420\u0410\u0422\u0415\u0413\u0406\u042f \u0411\u041b\u0410\u041a\u0418\u0422\u041d\u041e\u0413\u041e \u041e\u041a\u0415\u0410\u041d\u0423 \u042f\u041a \u0406\u041d\u041d\u041e\u0412\u0410\u0426\u0406\u0419\u041d\u0418\u0419 \u0412\u0415\u041a\u0422\u041e\u0420 \u0420\u041e\u0417\u0412\u0418\u0422\u041a\u0423 \u0411\u0406\u0417\u041d\u0415\u0421-\u0421\u0422\u0420\u0423\u041a\u0422\u0423\u0420<\/p>\n

BLUE OCEAN STRATEGY AS AN INNOVATIVE VECTOR OF BUSINESS STRUCTURES DEVELOPMENT<\/p>\n

<\/a> \u0421\u0442\u043e\u0440\u0456\u043d\u043a\u0438: 95-99. \u041d\u043e\u043c\u0435\u0440: \u2116<\/strong>4, \u0422\u043e\u043c 3, 2020 (28<\/strong>4)<\/strong><\/p>\n

\u0410\u0432\u0442\u043e\u0440\u0438:<\/strong>
\n\u0411\u0415\u0417\u0423\u0413\u041b\u0410 \u041b. \u0421.
\n\u0414\u043d\u0456\u043f\u0440\u043e\u0432\u0441\u044c\u043a\u0438\u0439 \u0434\u0435\u0440\u0436\u0430\u0432\u043d\u0438\u0439 \u0430\u0433\u0440\u0430\u0440\u043d\u043e-\u0435\u043a\u043e\u043d\u043e\u043c\u0456\u0447\u043d\u0438\u0439 \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442
\n\u041f\u0406\u041b\u041e\u0412\u0410 \u041a. \u041f.,
\n\u041c\u0410\u041a\u0423\u0425\u0410 \u042e. \u041c.
\n\u041d\u0430\u0446\u0456\u043e\u043d\u0430\u043b\u044c\u043d\u0438\u0439 \u0442\u0435\u0445\u043d\u0456\u0447\u043d\u0438\u0439 \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442 \u00ab\u0414\u043d\u0456\u043f\u0440\u043e\u0432\u0441\u044c\u043a\u0430 \u043f\u043e\u043b\u0456\u0442\u0435\u0445\u043d\u0456\u043a\u0430\u00bb<\/p>\n

LIUDMYLA BEZUHLA
\nDnipro State Agrarian and Economic University
\nKATERYNA PILOVA,
\nIURII MAKUKHA
\nDnipro University of Technology \u2014 Compliance with the Time<\/p>\n

DOI<\/strong>:<\/strong>\u00a0https:\/\/www.doi.org\/10.31891\/2307-5740-2020-284-4(3)-14<\/a>
\n\u041d\u0430\u0434\u0456\u0439\u0448\u043b\u0430 \/ Paper received : 11.09.2020
\n\u041d\u0430\u0434\u0440\u0443\u043a\u043e\u0432\u0430\u043d\u0430 \/ Paper Printed : 28.09.2020<\/p>\n

\u0410\u043d\u043e\u0442\u0430\u0446\u0456\u044f \u043c\u043e\u0432\u043e\u044e \u043e\u0440\u0438\u0433\u0456\u043d\u0430\u043b\u0443<\/strong><\/p>\n

\u00a0 \u00a0 \u00a0 \u0423 \u0441\u0442\u0430\u0442\u0442\u0456 \u0440\u043e\u0437\u0433\u043b\u044f\u043d\u0443\u0442\u043e \u043e\u0441\u043e\u0431\u043b\u0438\u0432\u043e\u0441\u0442\u0456 \u0441\u0442\u0440\u0430\u0442\u0435\u0433\u0456\u0457 \u00ab\u0431\u043b\u0430\u043a\u0438\u0442\u043d\u043e\u0433\u043e \u043e\u043a\u0435\u0430\u043d\u0443\u00bb \u044f\u043a \u0456\u043d\u043d\u043e\u0432\u0430\u0446\u0456\u0439\u043d\u043e\u0433\u043e \u0432\u0435\u043a\u0442\u043e\u0440\u0443 \u0440\u043e\u0437\u0432\u0438\u0442\u043a\u0443 \u0431\u0456\u0437\u043d\u0435\u0441-\u0441\u0442\u0440\u0443\u043a\u0442\u0443\u0440. \u0412\u0441\u0442\u0430\u043d\u043e\u0432\u043b\u0435\u043d\u043e, \u0449\u043e \u0434\u043b\u044f \u0443\u0441\u043f\u0456\u0448\u043d\u043e\u0433\u043e \u0444\u0443\u043d\u043a\u0446\u0456\u043e\u043d\u0443\u0432\u0430\u043d\u043d\u044f \u0431\u0456\u0437\u043d\u0435\u0441-\u0441\u0442\u0440\u0443\u043a\u0442\u0443\u0440 \u0437 \u0440\u0435\u0430\u043b\u0456\u0437\u0430\u0446\u0456\u0454\u044e \u0456\u043d\u043d\u043e\u0432\u0430\u0446\u0456\u0439\u043d\u0438\u0445 \u043f\u0440\u043e\u0434\u0443\u043a\u0442\u0456\u0432 \u043f\u043e\u0442\u0440\u0456\u0431\u043d\u0430 \u0435\u0444\u0435\u043a\u0442\u0438\u0432\u043d\u0430 \u0441\u0438\u0441\u0442\u0435\u043c\u0430 \u0441\u0442\u0440\u0430\u0442\u0435\u0433\u0456\u0447\u043d\u043e\u0433\u043e \u0443\u043f\u0440\u0430\u0432\u043b\u0456\u043d\u043d\u044f. \u0414\u043e\u0432\u0435\u0434\u0435\u043d\u043e, \u0449\u043e \u0441\u0442\u0440\u0430\u0442\u0435\u0433\u0456\u044f \u0456\u043d\u043d\u043e\u0432\u0430\u0446\u0456\u0439\u043d\u043e\u0433\u043e \u0440\u043e\u0437\u0432\u0438\u0442\u043a\u0443 \u0431\u0456\u0437\u043d\u0435\u0441-\u0441\u0442\u0440\u0443\u043a\u0442\u0443\u0440 \u043e\u043f\u0438\u0441\u0443\u0454\u0442\u044c\u0441\u044f \u0432\u0437\u0430\u0454\u043c\u043e\u043f\u043e\u0432\u2019\u044f\u0437\u0430\u043d\u0438\u043c \u043a\u043e\u043c\u043f\u043b\u0435\u043a\u0441\u043e\u043c \u0434\u0456\u0439, \u043d\u0430\u043f\u0440\u0430\u0432\u043b\u0435\u043d\u0438\u0445 \u043d\u0430 \u0437\u043c\u0456\u0446\u043d\u0435\u043d\u043d\u044f \u0436\u0438\u0442\u0442\u0454\u0437\u0434\u0430\u0442\u043d\u043e\u0441\u0442\u0456 \u0442\u0430 \u0457\u0445 \u043a\u043e\u043d\u043a\u0443\u0440\u0435\u043d\u0442\u043e\u0441\u043f\u0440\u043e\u043c\u043e\u0436\u043d\u043e\u0441\u0442\u0456. \u0412\u0438\u0437\u043d\u0430\u0447\u0435\u043d\u043e, \u0449\u043e \u0441\u0443\u0442\u044c \u0441\u0442\u0440\u0430\u0442\u0435\u0433\u0456\u0457 \u00ab\u0431\u043b\u0430\u043a\u0438\u0442\u043d\u043e\u0433\u043e \u043e\u043a\u0435\u0430\u043d\u0443\u00bb \u043f\u043e\u043b\u044f\u0433\u0430\u0454 \u0432 \u0441\u0442\u0432\u043e\u0440\u0435\u043d\u043d\u0456 \u043d\u043e\u0432\u043e\u0433\u043e \u043f\u0440\u043e\u0434\u0443\u043a\u0442\u0443, \u0444\u043e\u0440\u043c\u0443\u0432\u0430\u043d\u043d\u044f \u043d\u0435 \u0456\u0441\u043d\u0443\u044e\u0447\u043e\u0433\u043e \u0440\u0430\u043d\u0456\u0448\u0435 \u043f\u043e\u043f\u0438\u0442\u0443, \u043d\u043e\u0432\u043e\u0433\u043e \u0440\u0438\u043d\u043a\u0443, \u0434\u0435 \u043f\u0440\u0430\u043a\u0442\u0438\u0447\u043d\u043e \u0432\u0456\u0434\u0441\u0443\u0442\u043d\u0456 \u043a\u043e\u043d\u043a\u0443\u0440\u0435\u043d\u0442\u0438. \u0414\u043e\u0432\u0435\u0434\u0435\u043d\u043e, \u0449\u043e \u043a\u043e\u043d\u0446\u0435\u043f\u0446\u0456\u044f \u00ab\u0431\u043b\u0430\u043a\u0438\u0442\u043d\u043e\u0433\u043e \u043e\u043a\u0435\u0430\u043d\u0443\u00bb \u043f\u0435\u0440\u0435\u0434\u0431\u0430\u0447\u0430\u0454 \u043d\u0435\u043e\u0434\u043c\u0456\u043d\u043d\u0443 \u0440\u0435\u0437\u0443\u043b\u044c\u0442\u0430\u0442\u0438\u0432\u043d\u0456\u0441\u0442\u044c \u0431\u0443\u0434\u044c-\u044f\u043a\u043e\u0433\u043e \u043f\u0440\u043e\u0454\u043a\u0442\u0443, \u0431\u0456\u0437\u043d\u0435\u0441\u0443, \u044f\u043a\u0449\u043e \u0443 \u043d\u044c\u043e\u0433\u043e \u0454 \u0434\u0432\u0456 \u0440\u0438\u0441\u0438: \u043f\u0440\u043e\u0454\u043a\u0442 \u0430\u0431\u043e \u0431\u0456\u0437\u043d\u0435\u0441 \u043c\u0430\u0454 \u0441\u0442\u0432\u043e\u0440\u044e\u0432\u0430\u0442\u0438 \u0456\u043d\u043d\u043e\u0432\u0430\u0446\u0456\u044e \u0446\u0456\u043d\u043d\u043e\u0441\u0442\u0456 \u0434\u043b\u044f \u0441\u043f\u043e\u0436\u0438\u0432\u0430\u0447\u0430, \u0430 \u043d\u0435 \u043f\u0440\u043e\u0441\u0442\u043e \u0432\u0438\u0433\u043e\u0434\u0443 \u0430\u0431\u043e \u0446\u0456\u043d\u043d\u0456\u0441\u0442\u044c. \u0412\u0438\u0437\u043d\u0430\u0447\u0435\u043d\u043e, \u0449\u043e \u0431\u043b\u0430\u043a\u0438\u0442\u043d\u0438\u0439 \u043e\u043a\u0435\u0430\u043d \u044f\u0432\u043b\u044f\u0454 \u0441\u043e\u0431\u043e\u044e \u0441\u0435\u0440\u0435\u0434\u043e\u0432\u0438\u0449\u0435 \u0437 \u0432\u0438\u0441\u043e\u043a\u0438\u043c \u0440\u0456\u0432\u043d\u0435\u043c \u0456\u043d\u043d\u043e\u0432\u0430\u0446\u0456\u0439, \u0432 \u044f\u043a\u0456\u0439 \u043f\u0440\u043e\u043f\u043e\u043d\u0443\u044e\u0442\u044c\u0441\u044f \u043f\u0440\u043e\u0434\u0443\u043a\u0442\u0438 \u0456 \u043f\u043e\u0441\u043b\u0443\u0433\u0438, \u0449\u043e \u043c\u0430\u044e\u0442\u044c \u0441\u043f\u0440\u0430\u0432\u0434\u0456 \u0443\u043d\u0456\u043a\u0430\u043b\u044c\u043d\u0443 \u0446\u0456\u043d\u043d\u0456\u0441\u0442\u044c \u0434\u043b\u044f \u043d\u043e\u0432\u0438\u0445 \u0440\u0438\u043d\u043a\u043e\u0432\u0438\u0445 \u043f\u0440\u043e\u0441\u0442\u043e\u0440\u0456\u0432 \u0456 \u0454 \u0440\u0435\u0437\u0443\u043b\u044c\u0442\u0430\u0442\u043e\u043c \u043d\u043e\u0432\u0430\u0442\u043e\u0440\u0441\u0442\u0432\u0430 \u0456 \u0435\u043a\u0441\u043f\u0435\u0440\u0438\u043c\u0435\u043d\u0442\u0456\u0432.
\n\u041a\u043b\u044e\u0447\u043e\u0432\u0456 \u0441\u043b\u043e\u0432\u0430: \u0441\u0442\u0440\u0430\u0442\u0435\u0433\u0456\u044f, \u0443\u043f\u0440\u0430\u0432\u043b\u0456\u043d\u043d\u044f, \u0431\u0456\u0437\u043d\u0435\u0441-\u0441\u0442\u0440\u0443\u043a\u0442\u0443\u0440\u0430, \u0431\u043b\u0430\u043a\u0438\u0442\u043d\u0438\u0439 \u043e\u043a\u0435\u0430\u043d, \u0456\u043d\u043d\u043e\u0432\u0430\u0446\u0456\u0457, \u043a\u043e\u043d\u043a\u0443\u0440\u0435\u043d\u0442\u043e\u0441\u043f\u0440\u043e\u043c\u043e\u0436\u043d\u0456\u0441\u0442\u044c, \u0456\u043d\u043d\u043e\u0432\u0430\u0446\u0456\u0439\u043d\u0430 \u0434\u0456\u044f\u043b\u044c\u043d\u0456\u0441\u0442\u044c.<\/p>\n

\u0420\u043e\u0437\u0448\u0438\u0440\u0435\u043d\u0430 \u0430\u043d\u043e\u0442\u0430\u0446\u0456\u044f \u0430\u043d\u0433\u043b\u0456\u0439\u0441\u044c\u043a\u043e\u044e \u043c\u043e\u0432\u043e\u044e<\/strong><\/p>\n

\u00a0 \u00a0 \u00a0The article considers the features of the strategy of the “blue ocean” as an innovative vector for the development of business structures. It is established that for the successful functioning of business structures with the implementation of innovative products requires an effective system of strategic management. It is proved that the strategy of innovative development of business structures is described by an interconnected set of actions aimed at strengthening the viability and competitiveness. It is determined that the essence of the strategy of the “blue ocean” is to create a new product, the formation of non-existent demand, a new market where there are virtually no competitors. It is proved that the concept of the “blue ocean” implies the essential effectiveness of any project, business, if it has two features: the project or business should create innovation value for the consumer, not just benefit or value. It is determined that the blue ocean is an environment with a high level of innovation, which offers products and services that have a truly unique value for new market spaces and are the result of innovation and experimentation. The modern economy with its high rates of development and scientific and technological progress stimulate the emergence of new sectors in world markets. In the process of entering a fundamentally new market, it is necessary to assess in advance the possibility of influence of suppliers and buyers on the cost of a new product and its production cycle. And if buyers are limited in their influence by the lack of alternatives, then suppliers can make a significant impact. You also need to evaluate in advance how quickly competitors will enter the market or substitute products or services will appear. In general, the Blue Ocean strategy is extremely progressive, for its successful implementation as an innovative vector of business structure development, it is important that all tactical steps are agreed, and that there is a clear regulation of business processes. The topic of the strategy of the “blue ocean” as an innovative vector of development of business structures is extremely relevant in the current realities of economic relations in Ukraine and requires further research and justification.
\nKeywords: strategy, management, business structure, Blue Ocean, innovations, competitiveness, innovative activity.<\/p>\n

References<\/strong><\/p>\n

    \n
  1. Bezuhla L.S. (2014). Formuvannja marketynghovoji strateghiji pidpryjemstva [Formation of marketing strategy of the enterprise]. Aghrosvit. no. 71, pp. 70\u221276.<\/li>\n
  2. Antonjuk L.L., Poruchnyk A.M, Antonjuk L.L., Savchuk V.S. (2003) Innovations: Theory, mechanism of development and commercialization [Innovations: Theory, mechanism of development and commercialization]. Kyjiv: KNEU. (in Ukrainian).<\/li>\n
  3. Verghal K.Ju. (2008) Teoretyko-metodologhichni osnovy rozrobky strateghiji innovacijnogho rozvytku pidpryjemstva [Theoretical and methodological bases of development of strategy of innovative development of the enterprise]. Upravlinnja rozvytkom. no. 19, pp. 27-28.<\/li>\n
  4. Sheghda A., Onysenko T. (2013) Instrumenty upravlinnja innovacijnoju dijaljnistju na knyghovydavnychykh pidpryjemstvakh [Tools for managing innovation in book publishing companies]. Visnyk Kyjivsjkogho nacionaljnogho universytetu imeni Tarasa Shevchenka. Ekonomika. no. 10, pp. 8-12.<\/li>\n
  5. Shumpeter, Jozef A. (2011) Teorija ekonomichnogho rozvytku : doslidzh. prybutkiv, kapitalu, kredytu, vidsotka ta ekonomichnogho cyklu [Theory of economic development: research. income, capital, credit, interest and economic cycle]. Kyjiv: Kyjevo-Moghyl. akad. (in Ukrainian).<\/li>\n
  6. Pavlenko I.A. (2007) Innovacijne pidpryjemnyctvo u transformacijnij ekonomici Ukrajiny [Innovative entrepreneurship in the transformational economy of Ukraine]. Kyjiv: KNEU. (in Ukrainian).<\/li>\n
  7. Chan Kim, Rene Moborn (2015) Strateghija blakytnogho okeanu [Blue Ocean Strategy] available at: https:\/\/knigogo.com.ua\/chitati-online\/strategiya-blakytnogo-okeanu-yak-stvoryty-bezhmarnyj-rynkovyj-prostir-i-pozbutysya-konkurentsiyi\/ (accessed: 09 September 2020).<\/li>\n
  8. \u00abStrateghija blakytnogho okeanu\u00bb: jak v Ukrajini biznes vzhe korystujetjsja vazhlyvymy poradamy profesora Chana Kima [“Blue Ocean Strategy”: how business in Ukraine already uses the important advice of Professor Chan Kim.] available at: https:\/\/lb.ua\/economics\/2019\/11\/20\/442696_strategiya_golubogo_okeana.html<\/a> (accessed: 07 September 2020).<\/li>\n
  9. Ayvazov A. L., Eremicheva A. N., Nemesh O. I. (2016) Strategiya v postroenii biznes-modeley [Strategy in building business models]. Nauchno-metodicheskiy elektronnyy zhurnal \u00abKontsept\u00bb available at: http:\/\/e-koncept.ru\/2016\/76181.htm<\/a> (accessed: 10 September 2020).<\/li>\n
  10. Repich A.T. (2013) Aktualjnistj strateghiji blakytnykh okeaniv dlja ukrajinsjkogho rynku [Relevance of the blue oceans strategy for the Ukrainian market] available at: http:\/\/dspace.nuft.edu.ua\/ jspui\/bitstream\/123456789\/2917\/1\/8.pdf (accessed: 10 September 2020).<\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[48],"tags":[],"_links":{"self":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts\/7428"}],"collection":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=7428"}],"version-history":[{"count":5,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts\/7428\/revisions"}],"predecessor-version":[{"id":9257,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts\/7428\/revisions\/9257"}],"wp:attachment":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=7428"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=7428"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=7428"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}