L. Frolova, L. Semerun, Z. Sokolovska, I. Kapustyan
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Formation advertising strategies of Ukrainian pharmaceutical companies with the use of imitative model-simulators
The purpose of the article is to study the various processes in the development of advertising strategies of pharmaceutical companies, based on using tools in a multilevel simulation platform – AnyLogic. From this, the specifics of advertising companies in the pharmaceutical market are determined. The study takes into account the influence of various factors of the market environment on the functioning of pharmaceutical firms, their acceptance of specific advertising strategies, and forecasting the results of their implementation in uncertain conditions. The proposed imitative model-simulator is used to prepare advertising strategies for enterprises in the pharmaceutical industry. The performance of the model is displayed through the results of situational simulation experiments, using the leading Ukrainian Pharmaceutical Company OJSC "Farmak" as an example. The processes of carrying out experiments of different types and the possibilities of parametric adjustment to the experiments are demonstrated. The model is proposed to be used in the process of making strategic decisions and during operational monitoring of pharmaceutical products by an advertising company. Thanks to the modularity and sufficiency of the model, it is possible to customize it to specific industry enterprises.
期刊介绍：
Journal of Eastern European and Central Asian Research (JEECAR) is a multi-disciplinary journal related to the Eurasia regional economics, finance, management, marketing, international affairs, and other business-related disciplines. By Eastern Europe and Central Asia, the IEECA refers to Russia, Ukraine, Belarus, Moldova, Armenia, Azerbaijan, Estonia, Latvia, Lithuania, Poland, Slovakia, Hungary, Serbia, Montenegro, Bosnia and Herzegovina, Albania, Kosovo, Macedonia, and five post-Soviet Central Asian states: Kazakhstan, Kyrgyzstan, Tajikistan, Turkmenistan, and Uzbekistan. The JEECAR Journal is committed to the editorial principles of all aspects of publication ethics and publication malpractice as assigned by the Committee on Public Ethics. Any paper submitted to the journal must be original, previously unpublished, and currently not under consideration for publication elsewhere. All articles in the printed version of the journal are peer-reviewed. The review process is a double-blind process. Neither the authors nor the reviewers know who wrote or reviewed the article. Per standard practice, only the Editor assigned to handle a paper knows the identity of the authors and the reviewers.
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