Abstract

The aim of the article. The aim of the article is to analyze the conditions and development bases of organizational and economic mechanism of the enterprise’s customer capital. The results of the analysis. A generalization of the existing developments on formation of organizational and economic mechanism of market-oriented enterprises economic activities has allowed to develop a structural scheme of the organizational and economic mechanism of customer capital management in an industrial enterprise. It should consist of the following subsystems: target, managing, driven, diagnosis, information, motivation, planning and forecasting, controlling. Formation of the organizational-economic mechanism starts with management principles defining. The management principles are the main form of unequivocal use of objective laws in management process. Based on the results of critical analysis and synthesis of scientific sources authors proposed to form the organizational and economic mechanism of customer capital management in line with the following principles (considering the level of their influence): the principle of innovativeness of development system; the principle of systematicity; the principle of taking into account the interests of all participants of business process (supply, production, promotion and consumption of products etc.), i.e. all economic counterparties; the principle of legal security of management decisions; the principle of effective and equitable management of the personnel; principle of the business ethics commitment; the principle of continuity and reliability; the principle of managerial processes formalization; the principle of adaptability; the principle of economic efficiency and effectiveness. The main purposes of industrial enterprises (which are forming or improving customer capital management system) can be described as follows: to satisfy customers’ needs better than competitors, to retain loyal customers, to increase the effectiveness of economic cooperation with contractors, to develop and to increase customer capital efficiency. The managing subsystem includes the company’s top management and its structural units responsible for customer capital managing. It has an impact on the driven subsystem through a motivation subsystem, a subsystem of diagnostics of the customer capital, a subsystem of forecasting and planning and a subsystem of customer capital development. It is coordinated with the target subsystem, customer capital management principles and the controlling subsystem. The driven subsystem receives information of external and internal processes through the information subsystem. The driven subsystem implements the stated goals and objectives, implements the planned activities on management of customer capital. The customer capital implementation process impacts on business environment. As a result the more effective cooperation with economical contractors is happened and the accumulated customer capital is increased. An information subsystem collects the information while the driven subsystem is functioned and a customer capital implementation process is launched. There is a feedback with the managing subsystem after the implementation process. Conclusions: – the management mechanism is a management system, which includes goals, functions, methods, structures, management subjects and objects; – in accordance with the author’s approach the organizational and economic mechanism of customer capital management consists of the following subsystems: target, managing, driven, diagnosis, information, motivation, planning and forecasting, controlling subsystems; – the authors have emphasized that the principle of innovativeness of development system; the principle of taking into account the interests of all participants of business process; the principle of effective and equitable management of the personnel; principle of the business ethics commitment are predominant on mechanism formation process. Effective accumulation and customer capital management of an industrial enterprise are based on these principles; – the effective functioning attributes of customer’s capital management mechanism are: a stable and harmonious interaction of its subsystems and a choice of appropriate organizational structure for customer capital management; – to manage the customer capital the problem-targeted organizational structure is recommended. Further research will be focused on practical testing of suggested organizational and economic mechanism on the industrial enterprises.

Keywords: customer capital, organizational and economic mechanism, management mechanism, information flow, reengineering

JEL Classification: M11, M21.

Cite as: Golysheva Ie. & Gryshсhenko, O. (2015). Organizational-economic mechanism of enterprise’s customer capital management. Marketing and Management of Innovations, 4, 209-223. https://doi.org/10.21272/mmi.2015.4-18

This work is licensed under a Creative Commons Attribution 4.0 International License

References

1. Hreshchak, M.H., Hrebeshkova, O.M., & Kotsiuba, O.S. (2001). Vnutrishnii ekonomichnyi mekhanizm pidpryiemstva [Internal economic mechanism of enterprise]. Kyiv: KNEU [in Ukrainian].
2. Illiashenko, S.M. (2008). Aktualni problemy upravlinnia intelektualnym kapitalom pidpryiemstva [Current problems of intellectual capital management company]. Mekhanizm rehuliuvannia ekonomiky – Mechanism of economic regulation, 2, 91-101 [in Ukrainian].
3. Illiashenko, S.M. (2008). Sutnist, struktura i metodychni osnovy otsinky intelektualnoho kapitalu [Essence, structure and methodological foundations of evaluation of intellectual capital]. Ekonomika Ukrainy – Economy of Ukraine, 11, 16-26 [in Ukrainian].
4. Kendiukhov, O.V. (2006). Intelektualnyi kapital pidpryiemstva: metodolohiia formuvannia mekhanizmu upravlinnia [The intellectual capital of the enterprise: methodology of mechanism management formation]. Donetsk: DonUEP [in Ukrainian]. 
5. Kolot, A.M. (2002). Motyvatsiia personalu [Staff motivation]. Kyiv: KNEU [in Ukrainian]
6. Krughlova, N.Yu., & Krughlov, M.I. (2003). Strateghycheskyj menedzhment [Strategic Management]. Moscow: RDL Publishing [in Russian].
7. Kuzmyn, A.N., & Kuzmyna, E.M. (2008). Analyz primenimosti osnovnykh metodov otsenki intellektualnoho kapitala dlia innovatsyonnoho predpriiatiia [The analysis of the applicability of the main methods of assessment of intellectual capital for innovative businesses]. Ekonomichnyi prostir – Economic area, 15, 178-184 [in Russian].
8. Lieontiev, B.B. (2001). Novaia ekonomicheskaia paradihma [The new economic paradigm]. Zhurnal Dlia Aktsionerov – Shareholders’ Journal, 39 [in Russian].
9. Fedulova, L.I. (Eds.). (2003). Menedzhment orhanizatsii [Management of organizations]. Kyiv: Lybid [in Ukrainian]. 
10. Daniuk, V.M., Petiukh, V.M., & Tsymbaliuk, S.O. et al. (2004). Menedzhment personalu [Staff management]. Kyiv: KNEU [in Ukrainian].
11. Meskon, M., Albert, M., & Khedoury, F. (1997). Osnovy menedzhmenta [Principles of management]. Moscow: Delo [in Russian].
12. Moskalenko, V.P., & Shypunova, O.V. (2003). Rozvytok finansovo-ekonomichnoho mekhanizmu na pidpryiemstvi [The development of the financial and economic mechanism in the enterprise]. Sumy: VVP «Mriia-1» LTD, UABS [in Ukrainian].
13. Hladyshev, A.H., Ivanov, V.N., & Patrushev, V.I. et al. (2001). Osnovy sotsyalnoho upravleniia [Fundamentals of Social Control]. Moscow: High School [in Russian].
14. Sieliezniov, Ye.N. (2007). Intellektualnyi kapital kak obiekt upravleniia [Intellectual capital as a management object]. Spravochnik Ekonomista – Economist’s Handbook, 2. Retrieved from http://www.profiz.ru/se/2_07/intelkapital [in Russian].
15. Teoretyko-metodolohichni osnovy informatsiinoho menedzhmentu [Theoretical and methodological foundations of information management]. (n.d.). its.lnpu.edu.ua. Retrieved from http://its.lnpu.edu.ua/~Skachko/ INF_MEN/1.htm [in Ukrainian]. 
16. Teoriia menedzhmentu [Management Theory]. (n.d.). books.efaculty.kiev.ua. Retrieved from http://books.efaculty.kiev.ua/men/6/t6/4.html [in Ukrainian].
17. Fatkhutdynov, R.A. (2003). Innovatsyonnyi menedzhment [Innovative management]. Saint Peterburg: Piter [in Russian].
18. Brooking, A. (1996). Intellectual Capital: Core asset for the third millennium. International Thomson Business Press [in English].
19. Edvinsson, L. (2000). Some perspectives on intangibles and intellectual capital. Journal of Intellectual Capital, 1, 12-16 [in English].
20. Stewart, Th.A. (2003). The Wealth of Knowledge: Intellectual Capital and the Twenty-first Century Organization. New York: Doubleday [in English].
21. Sveiby K-E. (1997). The New Organizational Wealth: Managing and Measuring Knowledge-Based Assets. San Francisco: Berrett-Koehler Publishers, Inc. [in English].