"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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  CLOUD COMPUTING IN THE ACTIVITIES OF BULGARIAN CORPORATIONS AND BIG ORGANIZATIONS

  The aim of the study is to investigate the features, state and problems of the IT infrastructure of big Bulgarian corporations by analyzing the possibilities of cloud computing technology in order to solve the outlined problems. On this basis, a model for effective functioning of the IT infrastructure of big Bulgarian enterprises has been ... The aim of the study is to investigate the features, state and problems of the IT infrastructure of big Bulgarian corporations by analyzing the possibilities of cloud computing technology in order to solve the outlined problems. On this basis, a model for effective functioning of the IT infrastructure of big Bulgarian enterprises has been developed. The research thesis, which has been defended, is that the strategy of moderate migration and the hybrid model of realization of cloud computing is an economically feasible and justified infrastructure model for implementation in a large Bulgarian enterprise. The following tasks have been solved: studying the specifics, state and problems of the IT infrastructure of big Bulgarian enterprises and analyzing the capacity of cloud computing to solve outlined problems. Public Cloud Migration is a new business opportunity from which objects of research can benefit after taking into account all potential opportunities and assessing the return on investment. The proposed transition model, applicable for major Bulgarian businesses provides answers to questions such as “what resources, when and how they can migrate to the cloud” and “what part of the infrastructure has to be stored in their own data centre”. The IT infrastructure of a particular Bulgarian industrial enterprise has been explored in depth, some financial assessments have been made and IT specialists of large enterprises and organizations have been questioned. A detailed classification of the cloud transition approaches has been made.