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{"id":15468,"date":"2021-07-20T10:09:14","date_gmt":"2021-07-20T07:09:14","guid":{"rendered":"https:\/\/modecon.mnau.edu.ua\/?p=15468"},"modified":"2021-11-24T09:42:53","modified_gmt":"2021-11-24T07:42:53","slug":"product-range-as-an-object","status":"publish","type":"post","link":"https:\/\/modecon.mnau.edu.ua\/en\/product-range-as-an-object\/","title":{"rendered":"Petrykiva O. Product range as an object of management in an enterprise"},"content":{"rendered":"

[vc_row][vc_column][vc_column_text]<\/p>\n\n\n\n
JEL Classification<\/strong>: M31; D04; D12.<\/i>
\n<\/span><\/td>\n		DOI<\/b>: https:\/\/doi.org\/10.31521\/modecon.V27(2021)-17<\/a><\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

[\/vc_column_text][vc_column_text]<\/p>\n

Petrykiva Olga,<\/b> Ph.D. (Economics), Associate Professor of the Department of Finance And Credit, Kharkiv National University of Civil Engineering and Architecture, Kharkiv, Ukraine<\/span><\/p>\n

ORCID ID:<\/strong> 0000-0002-7169-8667<\/span><\/a>
\ne-mail:<\/strong> gnhoc1902@gmail.com<\/span><\/a><\/p>\n

 <\/p>\n

Product range as an object of management in an enterprise<\/h2>\n

 <\/p>\n

Abstract.<\/strong> Introduction. The article conducts research and defines the essence of the product range of an enterprise as an object of management. Analysis of the assortment policy of an enterprise makes it possible to determine that the most relevant for the development of a modern enterprise and an increase in sales is the application of a product development strategy, which provides for the introduction of new items into the assortment or improving existing ones on the market today.<\/p>\n

Purpose.<\/strong> The purpose of the article is to study the product range as an object of management in a modern enterprise.<\/p>\n

Results.<\/strong> The concept of “product range” is considered, and the main directions in the field of assortment formation are presented. The paper notes that the assortment concept is manifested in the form of a system of indicators that characterize the possibilities of optimal development of the product range of this type of goods and provides a list of these indicators. The scheme of typology of assortment management methods is constructed and according to it, strategic and tactical methods of assortment management are analyzed.<\/p>\n

Conclusions.<\/strong> The article analyzes the concept of product range, considers the formation of the range as an activity to compile a set of products that can meet real or projected needs. It is concluded that the process of effective range management in modern conditions goes beyond the issues of production and sales and determines the need for an integrated approach to the management of an enterprise as a whole.<\/p>\n

Keywords: <\/b>enterprise; management; product range.
\n<\/b><\/p>\n

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

    \n
  1. Orlov, O. O. (2002). <\/span>Planuvannia diialnosti promyslovoho pidpryiemstva<\/span><\/i> [Industrial enterprise activity planning]. <\/span><\/i>Kyiv: Skarby [in Ukrainian].<\/span><\/li>\n
  2. Chukhrai, N. I. & Patora, R. I. (2006). <\/span>Tovarna innovatsina polityka: upravlinnia innovatsiiamy na pidpryiemstvi [Commodity innovation policy: innovation management in the enterprise]<\/span><\/i>. Kyiv: Kondor [in Ukrainian].<\/span><\/li>\n
  3. Kotler, P.<\/span>,\u00a0<\/span>Armstrong, G.<\/span> &\u00a0<\/span>Saunders, J<\/span>. (2004).\u00a0<\/span>Principles of Marketing.<\/span><\/i>London:<\/span> Prentice Hall Europe. [in English].<\/span><\/li>\n
  4. Mintzberg, H. & Ahlstrand, B. J. (1998). <\/span>Lampel. Strategy Safari A Guided Tour Through the Wilds of Strategic Management.<\/span><\/i> New York: The Free Press Simon & Schuster Inc. [in English].<\/span><\/li>\n
  5. Porter, M. E.\u00a0(1998<\/span>). <\/span><\/i>Competitive Strategy: Techniques for Analyzing Industries and Competitors<\/span><\/i>.\u00a0New York:\u00a0Free Press. [in English].<\/span><\/li>\n
  6. Doyle, P. & Stern, P. (2006). <\/span>Marketing Management and Strategy<\/span><\/i>. 4th ed. Pearson Education Limited. [in English].<\/span><\/li>\n
  7. Ansoff, Y. (1989). <\/span>Stratehycheskoe upravlenye [Strategic management]<\/span><\/i>. Moscow: Ekonomika[in Russian].<\/span><\/li>\n
  8. Abell, D. F. (1980). <\/span>Defining the Busines<\/span><\/i>s: The Starting Point of Strategic Planning. London: Prentice-Hall. [in English].<\/span><\/li>\n
  9. Dihtl’, E. & Hershgen, H. (1996). <\/span>Prakticheskij marketing [Practical marketing]. <\/span><\/i>Moscow: Vyssh. shk.: INFRA-M [in Russian].<\/span><\/li>\n
  10. Osel, R. &Wright, R. (1980). <\/span>Allocating resources: How to Do It in Multi-Industry Corporations.<\/span><\/i> Handbook of Business Problem Solving.<\/span><\/i> New York: McGrow-Hill [in English].<\/span><\/li>\n
  11. Hofer, C. W.(1977). <\/span>Conceptual Constructs for Formulating Corporate and Business Strategy<\/span><\/i>. Boston: Boston University [in English].<\/span><\/li>\n
  12. Hichens, R. E., Robinson, S. J.Q. & Wade, D. P. (1978) The Directional Policy Matrix: Tool for strategic Planning.\u00a0 <\/span>Long Range Planning<\/span><\/i>, 11, 8-15 [in English].<\/span><\/li>\n
  13. Armstrong, J. S. (1999) <\/span>The IEBM Encyclopedia of Marketing<\/span><\/i>. London: Sales Forecasting\u00a0[in English].<\/span><\/li>\n
  14. Starostina, A. O. & Zhurylo, V. V. (2014) Osoblyvosti motyvatsii ta rynkovoi povedinky ukrainskykh spozhyvachiv vysokotekhnolo-hichnykh tovariv [Features of motivation and market behavior of Ukrainian consumers of high-tech goods] <\/span>Marketynh v Ukraini<\/span><\/i>, 10, 18-23 [in Ukrainian].<\/span><\/li>\n<\/ol>\n

    [\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]Received: <\/strong>11\u00a0May 2021<\/span><\/strong><\/p>\n

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    Petrykiva O. (2021). Product range as an object of management in an enterprise. Modern Economics<\/em>, 27(2021), 128-132. DOI: https:\/\/doi.org\/10.31521\/modecon.V27(2021)-17.<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

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    [vc_row][vc_column][vc_column_text] JEL Classification: M31; D04; D12. DOI: https:\/\/doi.org\/10.31521\/modecon.V27(2021)-17 [\/vc_column_text][vc_column_text] Petrykiva Olga, Ph.D. (Economics), Associate Professor of the Department of Finance And Credit, Kharkiv National University of Civil Engineering and Architecture, Kharkiv, Ukraine ORCID ID: 0000-0002-7169-8667 e-mail: gnhoc1902@gmail.com   Product range as an object of management in an enterprise   Abstract. Introduction. The article conducts research
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