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Opportunism as a Factor in the Branding of Rural Areas
Vakar T. V., Moroz I. O., Shtanko O. S.

Vakar, Tetiana V., Moroz, Iryna O., and Shtanko, Oleksandr S. (2019) “Opportunism as a Factor in the Branding of Rural Areas.” Business Inform 2:317–325.
https://doi.org/10.32983/2222-4459-2019-2-317-325

Section: Management and Marketing

Article is written in Ukrainian
Downloads/views: 1

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UDC 65.012.32

Abstract:
The article analyzes the socio-economic problems and prospects of development of rural areas of Ukraine. The potential and possibilities of implementation of territorial branding models of such development are substantiated. The key role of the factor of opportunism of the economic agents of the domestic rural territories as restriction of development is defined. The model of typical conflict at implementing a universal project of territorial branding in accordance with the concept of public interest in the interpretation of the Pareto Effect is presented. The contents of brand management is substantiated with use of the istrumentarium of contract theory. The contents of a typical contract agreement at implementing the projects of branding of rural areas is developed. The peculiarity of the above mentioned is the achievement of managerial balance between the functions of planning and organization, motivation, control and sanctions, including self-improvement of contractual relations, as well as formalization of the above specified in terms of the corresponding settlement.

Keywords: rural development, opportunism, territorial branding, rural areas, depressed local economies.

Fig.: 3. Tabl.: 4. Formulae: 3. Bibl.: 14.

Vakar Tetiana V. – Candidate of Sciences (Economics), Associate Professor, Department of Philosophy and Social Sciences, National Pirogov Memorial Medical University, Vinnytsya (56 Pyrohova Str., Vinnytsia, 21018, Ukraine)
Email: [email protected]
Moroz Iryna O. – Candidate of Sciences (Economics), Associate Professor, Department of Cybernetics and System Analysis, Kyiv National University of Trade and Economics (19 Kіoto Str., Kyiv, 02156, Ukraine)
Email: [email protected]
Shtanko Oleksandr S. – Candidate of Sciences (Economics), Associate Professor, Department of Management, Marketing and Economics, Vinnytsia National Technical University (95 Khmelnytske Chss, Vinnytsia, 21021, Ukraine)
Email: [email protected]

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