DIRECTIONS OF INCREASING THE LEVEL OF MARKET ADAPTABILITY OF PUBLISHING AND PRINTING COMPANIES
Abstract
The subject of the study is theoretical, methodological and applied aspects of management of market adaptability of publishing and printing companies. The purpose of the work is to develop the scientific provisions of insuring the high level of market adaptability of publishing and printing companies. The information basis for this study includes the scientific papers as well as data obtained during monitoring the activity of publishing and printing companies of Ukraine. For the research, we use the methods of scientific abstraction, concretization (to identify the directions and factors of market adaptability), systematization, grouping and generalization (to develop a scheme of the external micro-environment of the publishing and printing company as an integrator of complex services). In the process of monitoring the activity of the publishing and printing enterprises of Ukraine, the main problems of their functioning were identified, on the basis of which the directions of increasing the market adaptability of these economic entities were identified, namely: functional, technical, financial, information, and intellectual. Within each direction, the main tasks that need to be addressed to achieve a higher level of market adaptability are identified. The scientific provisions for enhancing the market adaptability of publishing and printing companies on the basis of intellectualization of services have been substantiated, that takes into account the procedure of developing a unique commercial offer of the complex corporate advertising support. The scheme of external micro-environment of the publishing and printing enterprise as an integrator of complex services is proposed, and it can be applied for the analysis of relations with counterparties and to identify benefits from cooperation of enterprises with market entities. In this case, the development of a new corporate advertising support service implies that the publishing and printing company becomes an integrator and cooperates with many other contracting companies. A promising direction for further research is the development of tools to ensure market adaptability of publishing and printing companies on the basis of Industry 4.0.
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