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The Impact of Mobbing on the Performance of a Higher Education Institution: The Economic and Marketing Context
Razumova H. V., Zaika Y. A., Kurnosova O. I.

Razumova, Hanna V., Zaika, Yuliya A., and Kurnosova, Olha I. (2024) “The Impact of Mobbing on the Performance of a Higher Education Institution: The Economic and Marketing Context.” Business Inform 9:234–239.
https://doi.org/10.32983/2222-4459-2024-9-234-239

Section: Education and Science

Article is written in Ukrainian
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UDC 331.44:37.08

Abstract:
Mobbing (bullying) at higher education institutions (HEIs) is a serious social and organizational problem that can negatively affect their effectiveness not only in terms of social atmosphere, but also in terms of economic performance and market competitiveness. The article discusses various aspects of mobbing in the educational environment, its impact on productivity, motivation and economic performance of institutions. The aim of the article is to analyze the impact of mobbing on the efficiency of higher education institutions with an emphasis on its economic and marketing consequences, as well as to develop recommendations for minimizing this phenomenon to improve the internal climate, increase the productivity of employees and strengthen the competitiveness of institutions in the market of educational services. The main causes of mobbing are studied. It is noted that organizational culture can stimulate or suppress the occurrence of mobbing in the team. The main consequences of mobbing for higher education institutions are defined. It is found that mobbing can be one of the causes of significant economic losses for higher education institutions (decrease in labor productivity, increase in staff replacement costs, loss of reputation and decrease in attractiveness for students), negatively affect the brand of higher education institutions and their competitiveness in the educational market (decrease in the quality of educational products, decrease in the number of students, threat to international cooperation), as well as negatively affect the efficiency of employees. An analysis of ways to minimize the impact of mobbing to improve both the internal climate and the external reputation and economic sustainability of HEIs is carried out. Measures to overcome mobbing have been proposed, which require HEIs to implement policies and programs that have economic value, but provide stability and increase competitiveness in the long term. An effective fight against mobbing requires investment in the corporate culture and internal climate of the institution, which is the basis of its stable development and successful marketing strategy.

Keywords: mobbing, work efficiency, higher education institutions, economic losses, marketing strategy, corporate culture.

Fig.: 1. Bibl.: 9.

Razumova Hanna V. – Doctor of Sciences (Economics), Associate Professor, Professor, Department of Marketing and Business Administration, Pryazovskyi State Technical University (29 Hoholia Str., Dnipro, 49044, Ukraine)
Email: [email protected]
Zaika Yuliya A. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Marketing and Business Administration, Pryazovskyi State Technical University (29 Hoholia Str., Dnipro, 49044, Ukraine)
Email: [email protected]
Kurnosova Olha I. – Masters Student, Pryazovskyi State Technical University (29 Hoholia Str., Dnipro, 49044, Ukraine)
Email: [email protected]

List of references in article

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“Mobinh“ [Mobbing]. https://www.nusta.edu.ua/wp-content/uploads/2016/11/Мобінг.pdf
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“Mobinh na robochomu mistsi: prychyny, naslidky ta shliakhy protydii“ [Mobbing in the Workplace: Causes, Consequences and Countermeasures]. Pivdenno-Skhidne mizhrehionalne upravlinnia Derzhavnoi sluzhby Ukrainy z pytan pratsi. 19.06.2024. https://dp.dsp.gov.ua/novyny/mobinh-na-robochomu-mistsi-prychyny-naslidky-ta-shliakhy-protydii/
“Mobinh v Ukraini ta u sviti. Yak podolaty tse nehatyvne yavyshche?“ [Mobbing in Ukraine and in the World. How to Overcome This Negative Phenomenon?]. Skhidne mizhrehionalne upravlinnia Derzhavnoi sluzhby Ukrainy z pytan pratsi. October 26, 2023. https://smu.dsp.gov.ua/news/mobinh-v-ukraini-ta-u-sviti-iak-podolaty-tse-nehatyvne-iavyshche/
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[Legal Act of Ukraine] (2012). https://zakon.rada.gov.ua/laws/show/5207-17#Text

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