An innovative approach to forecasting the impact of online promotion factors on key competitiveness indicators of economic entities
https://doi.org/10.35854/1998-1627-2022-6-595-605
Abstract
Aim. The presented study aims to identify online promotion factors that affect company sales, to determine the degree of correlation between them, and to investigate their impact on revenue; to develop an algorithm for forecasting the impact of these factors on key competitiveness indicators of economic entities.
Tasks. The objective of this study is to improve the efficiency of online promotion by digitalizing the process of forecasting the impact of online promotion factors on key competitiveness indicators of economic entities.
Methods. The authors use the systems and logical approaches, as well as correlation and regression, factor and variance analysis.
Results. A five-factor regression equation is developed to quantify the effectiveness of the innovation policy of online development of economic entities and to forecast the impact of online promotion factors on its competitiveness. An algorithm for forecasting this impact on key competitiveness indicators of economic entities is proposed. The obtained results can be used in the enterprise’s concept of innovation policy development and implementation.
About the Authors
V. A. Kunin
St. Petersburg University of Management Technologies and Economics
Russian Federation
Russian Federation
Vladimir A. Kunin, DSci, PhD in Economics, Associate Professor, Professor of the Department of Economics and Management of Socio-Economic Systems
44A Lermontovskiy Ave., St. Petersburg 190103
N. E. Lugert
St. Petersburg University of Management Technologies and Economics
Russian Federation
Russian Federation
Nelli E. Lugert, postgraduate student of the Department of Economics and Management of Socio-Economic Systems
44A Lermontovskiy Ave., St. Petersburg 190103
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Review
For citations:
Kunin V.A., Lugert N.E. An innovative approach to forecasting the impact of online promotion factors on key competitiveness indicators of economic entities. Economics and Management. 2022;28(6):595-605. (In Russ.) https://doi.org/10.35854/1998-1627-2022-6-595-605
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