Methodological Approach to Evaluation of Component Intellectual Potential in Business Processes of Integrated Structures

Abstract

Background and objectives. In today's information economy intangible assets play a more important role than tangible assets. An intellectual capital is used to determine intangible assets that enable a firm to increase its market value. In turn, the intellectual capital of an integrated business structure – a qualification, experience, staff motivation, knowledge, technology and communication channels are able to create added value providing a competitive advantage businesses.Methods. The methods used: method of analysis of hierarchies – to establish the importance (priority) of the selected components of the potential of intellectual synergy; expert evaluation method – to assess the potential of intellectual synergy of the integrated business structure; graphical – for a visual representation of analytical calculations.Findings. The results obtained in the pairwise comparison constituents potential intellectual synergy integrated business structure are as follows: within the component "human capital" greatest value on a scale of intensity has subconstituent "loyal employees" to part "structural capital" – "business model" for component "brand capital" – "trademarks/ brands". The results obtained when comparing the components together on a scale of intensity showed that the most important component of intellectual capital is the "human capital".Conclusion. The study revealed the importance of examined components of intellectual potential synergies, which include three subsystems: the potential of human capital, structural capital potential, the potential of brand equity and the comparison of them in terms of each individual business units using the analytic hierarchy process. The conducted study proves that the integration of intellectual capital management into the overall management system of the integrated business structure is a necessary condition for the harmonious combination of all systems of individual business units. That study has significant implications for brand management of integrated business structures by providing empirical evidence that can improve understanding of the need to prioritize the components of intellectual capacity.

Advantages and Prospects of Co-Branding in the Ukrainian Market

“…The vast majority of domestic manufacturers do not use branding technologies, especially those worked out in the West in recent years (Nifatova and Dudko, 2020). In the conditions of intensified activity of Ukrainian companies without creating strong brands that would guarantee a high level of consumer preference for domestic goods and services, it is very difficult for their producers in a competitive environment not only to succeed in the domestic market, but also in international markets (Anderson and Narus, 1990).…”

“…Under these conditions it is very important for Ukraine not to miss the chance to promote its national brands (Nifatova, 2017). Strong national commercial brands known to foreign consumers would allow Ukraine to form a positive image of the country, increase its attractiveness and improve its investment climate Nifatova and Dudko, 2020).…”