Ірина Павлівна Отенко, Олена В. Птащенко
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本文探讨了高科技国际营销研究方法论形成的关键途径。提出高技术国际营销范式的理论背景是以下概念和理论的综合:信息化理论;全球化理论;产权理论;高科技制造理念;环境友好型商品和服务的概念;社会伦理营销理念;高科技营销理念;知识经济的概念;可持续发展的理念;营销理念。鉴于管理高技术业务发展的高度复杂性和挑战,提出了一些基本方法,特别是:系统的、功能的、综合的、基于通信和信息的、动态的和战略性的。确定了国际高新技术营销发展的基本原则:统一;比例;最佳关联;充分性;的身份;客观性;彻底性;灵活性;水准测量;披露和二元性。提出的主要研究假设认为,国际高技术营销促进了确保高技术产业发展的机制,并成功地促进了乌克兰经济的全球化和一体化进程。
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МЕТОДОЛОГІЧНІ ОСНОВИ ДОСЛІДЖЕННЯ МІЖНАРОДНОГО МАРКЕТИНГУ ВИСОКИХ ТЕХНОЛОГІЙ
The paper explores the key approaches to shaping the methodology for the study of high technology international marketing. The theoretical background for the presented paradigm of high technology international marketing is the synthesis of the following concepts and theories: the informatization theory; the globalization theory; the property rights theory; the high-tech manufacturing concept; the concept of environmentally friendly goods and services; social and ethical marketing concept; the concept of high-tech marketing; the concept of knowledge economy; the concept of sustainable development; the marketing concept. Given the high complexity and challenges in managing a high-tech business development, a number of basic approaches have been suggested, in particular: systemic, functional, integrated, communication and information-based, dynamic and strategic. The basic principles of international high-tech marketing development have been identified, i.e. unity; proportionality; optimal correlation; adequacy; identity; objectivity; thoroughness; flexibility; levelling; disclosure and duality. The main research hypothesis presented argues that international high technology marketing facilitates a mechanism for ensuring the development of high-tech industries and successfully contributes to boosting the processes of globalization and integration within the Ukraine’s economy.
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