"Scientific research" Almanac

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  INNOVATIONS AND INTELLECTUAL PROPERTY – CURRENT STATE AND IMPACT ON COMPANY DEVELOPMENT

  The aim of this paper is to establish the impact of innovations and intellectual property rights on the company development, on the basis of an empirical study. The object of the survey is enterprises of the manufacturing industry and the subject – the relationship between innovations and intellectual property rights, individual and team approach ... The aim of this paper is to establish the impact of innovations and intellectual property rights on the company development, on the basis of an empirical study. The object of the survey is enterprises of the manufacturing industry and the subject – the relationship between innovations and intellectual property rights, individual and team approach as a source for generating multipurpose benefits for the companies. The tasks deriving from the objectives are as follows:First, carrying out research on the current state of innovation, intellectual property rights and results achieved in enterprises. Sec-ond, determining the impact of innovations and intellectual property rights on compa-ny development and identifying benefits for the business. Third, identification of key problem areas and formulation of ideas and proposals for speeding up corporate de-velopment through innovations and intellectual property rights. The research thesis is that opportunities for business development can be created through implementation of innovations and operation of intellectual property objects. Systematic, structural and integrated approaches, inductive and deductive methods, index and comparative methods, questionnaire surveys, interviews and other methods have been used. On the basis of the empirical research, the following results have been achieved: the broad and multifaceted use of innovations and intellectual property objects, combined with the individual creativity and creative abilities of teams, helps companies achieve better results and company benefits.

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  CONTRIBUTION OF DIGITAL MARKETING CHANNELS IN THE ONLINE STUDENT ACQUISITION

  Bulgarian higher education that has been undergoing significant changes in the recent years has created the need for the universities to apply typical marketing instruments in order to reach potential students. At the same time, digital channels are the preferred sources of information for young people. The frequent use of paid online ... Bulgarian higher education that has been undergoing significant changes in the recent years has created the need for the universities to apply typical marketing instruments in order to reach potential students. At the same time, digital channels are the preferred sources of information for young people. The frequent use of paid online communication by the higher educational institutions renders it necessary to manage the used channels in an effective way. This paper aims to present an approach to determining each digital channel’s contribution in the acquisition of students online, by applying multi-touch attribution model that considers the special features of educational products. The data-based attribution model takes into account the interest of the potential students to use different digital marketing channels and the extent to which they find the information in the specific channel useful, as well as their past experience with the channels. A review of possible applications of digital marketing channels has been made, as well as an overview of the data based attribution models proposed in the scientific literature so far. Recommendations have been made on the use of specific channels in the field of higher education marketing that, based on the estimated parameters of the tested model. It has been found that the channels that contribute most to the acquisition of students online are: (1) display advertising; (2) social media advertising (Facebook); (3) paid search channel. The tested model has a satisfying predictive validity.

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  MANAGEMENT – REALITY AND FUTURE

  The objective of the study is to highlight the trends in the management development as a science and to reveal the challenges of economic and management knowledge in the 21st century. In this regard, the main tasks are the following: to study the latest theoretical formulations on the research issues; to formulate thematic directions that enable ... The objective of the study is to highlight the trends in the management development as a science and to reveal the challenges of economic and management knowledge in the 21st century. In this regard, the main tasks are the following: to study the latest theoretical formulations on the research issues; to formulate thematic directions that enable the presentation and objective analysis of the theoretical views on management issues to the current situation; to present the views of the project participants according to their research on the themes. The main research thesis that is being defended is that in the new global economy the management as a science needs an analysis of the present, which will enable determining its priorities for the future. Priority areas in management development have been identified and reviewed in this paper. They are as follows: Man and social environment, Organizational development, Strategic Management, Eco-management.