CC BY
57ECONOMIC SCIENCES
THE INFLUENCE OF EMPLOYEE COMMERCIAL AWARENESS TO THE INTERACTION OF
THE ENTERPRISE WITH PARTNERS
Zerkal A.
Phd in Economics, Associate Professor, Deputy Head, Associate Professor of Finance, Accounting and Taxation Department, Classic Private University, Zaporizhzhya, Ukraine ORCID 0000-0002-3155-1302
ABSTRACT
As development in commercial awareness, where the transformation from one stage to another includes and transcends the earlier stage, every new organizational form includes and transcends the previous one. This implies that an organization operating from still has the ability to react from perspective. It is important to note that no enterprise fully corresponds to an exact stage. When enterprise is referred operate on a specific stage, it does not imply that all its strategies or employees operates only from that stage. An enterprise operating from a specific stage has processes, structures and cultures that correspond to the majority of the attributes at that stage. From an organizational perspective, each new stage of awareness introduces new breakthrough ideas, allowing anterprises to meet more complex challenges and achieve results of unprecedented scale, including interaction of the enterprise with partners.
Keywords: commercial awareness, employee, enterprise, business, partners.
Introduction. Nowadays, many researchers argue that an organization needs a high level of commercial awareness to face the complex challenges in the world today. Recently, a growing body of research shows the relation between a high stage of awareness and organizational performance. Such strategies can also help in building commercial awareness, where staff's awareness can be stored and saved within an enterprise for effective used as and when needed. In fact, awareness only has value and validity when it is applied and used. The value of awareness is in its convenience and utilization rather than ownership and control awareness sharing leads to individuals' learning, and learning may be a driver for awareness development. Information has now become a primary resource, and an individual's awareness has become an important means of production.
Research results. People gain awareness through personal experience, and some of that awareness is tacit which cannot be easily expressed or documented. defines tacit knowledge as a type of awareness that cannot easily be codified. Tacit knowledge exists only in people's minds, and this is far greater than any information that is passed on to others. Regarding to the knowledge economy, awareness resources are gaining acceptance as an asset together with other physical resources. Awareness resources have a animated role where the work of enterprises is mostly rational, and these are known as awareness intensive firms. Due to competitive pressures, enterprises are focusing on managing their knowledge resources. Employees' knowledge can make an enterprise different from its competitors by sharing, transferring and then utilizing and implementing awareness.
Commercial awareness focuses on what's important and improves performance. When you understand the business in which you work, and know how you can help your enterprise compete, you make better
decisions, manage risks more effectively, produce better margins, strengthen your reputation and increase the chances of referrals. Also, you're more capable of meeting your clients' needs.
No matter what role you work in, production, sales or operations, commercial awareness is essential for you and your enterprise to succeed. Even those not in the direct contact with the customer can benefit from developing understanding and building on it - in fact, commercial awareness is always a major advantage if you want to develop and strengthen your current job.
Lawyers can be solicitors, barristers or legal executives but the distinctions are blurring. Barristers appear in court (but so can solicitors), solicitors advise clients (but so do barristers) and legal executives work in both firms and companies. Many large companies have legal departments [1, p.1089-1090].
Lawyers tend to be contentious (settling disputes, also known as 'litigation') or non-contentious (doing transactions and giving advice) and they specialise by expertise which can include: commercial (contracts), corporate (company law, listings and M&A), banking (lending), capital markets (bonds and shares), competition (dealing with regulators who strike down monopolies and market- dominant businesses in the UK and Europe), employment, intellectual property (copyright, trademarks, patents), pensions, real estate (property), shipping and tax [2, p.1270-1271].
Lobbyist This profession is well established in the USA but is new to Ukraine although there are several thousand - mainly ex-politicians and civil servants. Their job is to make sure their clients' concerns are raised at the right levels of government and the opposition (the term 'lobby' comes from the lobbies or hallways in Parliament). Industries that are likely to be affected by legislation and regulation use their trade bodies, advised by lobbyists, to press their case to ensure that they are not too adversely affected. In a sense, a democracy shouldn't need lobbyists to press the case of
a few over the many [3, p.16]. But modern life and government is so complex that you need to know people who know their way round the corridors of power.
Management consultants form the biggest pool of external advisers. The term can cover everything from strategy consulting to HR advice. Many are process consultants, advising a company on how it can achieve efficiencies (e.g. supply chain). Areas of growth include outsourcing and ERP (enterprise resource planning) which is the automation of back-office functions through technology. Here the barriers to entry are high with consultants such as Accenture, EDS and Capita often providing the outsource capability. But on the advisory side, the barriers to entry are low: many individuals set up as consultants having worked in a particular sector and are able to advise clients based on what they have learnt from advising others. Market analysts study companies and markets and make buy and sell recommendations for institutional investors to act on [4, p.548-549].
Market researchers provide detailed data on actual and potential markets. They are also sophisticated pollsters, carrying out telephone interviews with the same function in scores of companies to establish business attitudes to current developments of interest to companies. They often provide the raw data on the basis of which research reports are written.
There are all sorts of marketing consultants, from those collecting data to do market segmentation (dividing the market up into types of customer to target) to those offering databases and systems to collate customer information. Others specialise in helping companies make tenders for big contracts. Still others provide training to staff in business development skills. Marketing specialists talk about 'above the line' and 'below the line' [5, p.226]. Above the line includes advertising. Below the line includes sales promotion (encouraging buying at the point of sale, for instance through eyecatching displays, freebies and competitions).
Patent attorneys are part-lawyers, part-scientists and deal with intellectual property. They help companies protect their know-how and inventions by filing for patent registration. Once you have a patent no one can infringe it. So patent registries do not accept applications without testing them rigorously, which is why being a patent attorney is extremely demanding (you have to be able to show why something is sufficiently different from what has come before to merit protection) [6, p.10].
PR consultants have over the past 20 years become prominent advisers. The 'P' can stand for 'public' and/or 'press' and their expertise lies in dealing with the media. More 'news' gets into papers and on to TV through PR agents than you might like to think. Many TV and print journalists end up in PR. PR agencies put out press releases for clients, get articles 'placed' in the press, train clients in media skills (how to answer tricky questions, how to look good on TV), develop disaster plans and input to image and strategy. Financial PR is heavily involved in M&A activity where takeovers can be won or lost depending on press comment and public perception [7, p.301-302].
Quantity surveyors. These have nothing to do with surveyors (next entry) although many belong to RICS, the surveyors' body. They are intimately involved with construction projects and control the associated costs by undertaking feasibility studies, cost estimating, valuations and cost benefit analysis. They assess the cost of work, labour, materials and plant [7, p.302].
Recruitment consultants help companies find, select and employ people. Those that poach senior staff from other companies are called headhunters. They also advise newly appointed CEOs on how to settle in quickly (this is called 'onboarding') [8, p. 2218].
Surveyors deal with land and premises. They have agency departments that broker deals (acquisition and disposal of land and buildings) and act on behalf of developers acquiring sites for development. They also have advisory practices that help with planning applications and the management of property on behalf of institutional landlords like pension funds and insurance companies. This includes dealing with corporate tenants, rent reviews and dilapidations (getting tenants to make good any wear and tear). Commercial property is a major asset class worldwide and the leading surveyors have merged internationally to form extensive networks of offices [9, p. 114].
Tax is an interesting discipline that falls between accountancy and law. You don't, strictly speaking, have to be qualified to call yourself a tax adviser. So it is a dynamic field, constantly changing. All companies are obsessed with tax and want to pay the minimum which, legally, they can. Tax avoidance (reducing your tax liability) is OK. Tax evasion (paying less than legally you should) is not. Multinationals structure their worldwide operations to minimise the tax-take which, since traditionally countries do not enforce each other's tax laws, can make for interesting corporate group structures involving subsidiaries in odd places of the world.
Top tax professionals tend to be very clever and very geeky. It takes a combination of rare skills - ability to analyse complex legislation and case law, and a facility with figures [10, p. 506]. People tend to be good at one or the other but not both. In practice, lawyers tend to worry about the law and accountants about the figures. But that's a gross generalisation.
Brush up on your basic skills, especially your accounting knowledge as commercial awareness often takes the form of being able to read and understand return on investment, profit and loss, balance sheets and other financial information. Get to know what other professionals do in order to avoid friction with them. Observe the way they handle the client and build a relationship. The professionals you encounter will become some of your most useful contacts. They won't necessarily become clients but they can refer clients to you. The marketing jargon for a referrer is a 'multiplier' [11, p. 376].
A good professional contact can lead to a stream of new clients throughout your career but such relations are usually built on a degree of reciprocity (referring clients back in return) [12, p. 53]. This can prove awkward because your duty is to act in the best interests of your client and refer them to the professional best suited
to help them, rather than the one who refers clients to you.
The way round this is to give your client a choice of two or three professionals to choose from. Then it's up to your client to make his or her choice based on things like personal chemistry (so if the relationship doesn't work out it isn't your fault) [13, p. 328].
You should tell each professional that you have given the client their name but be sure to tell them that theirs isn't the only name you have given. This is the most they can expect from you. Equally in return, yours may not be the only name they give their clients - so it will be up to you to make a presentation or pitch to win the client [14, p. 1191].
Commercial awareness is not just a highly valued skill in the current market, it's one of the most important aspects that can set us apart from our competitors. More so than products, machines or even offers. With the printed graphics industry facing increased levels of competition from other media, and the tight budgetary controls of clients and prospects, we need to create a differential that is both beneficial to our clients, and advantageous for us [15, p. 282]. Commercial awareness achieves this and is a fundamental issue for any savvy enterprise to integrate into their approach to the market.
Commercial awareness is an understanding of what an enterprise needs to do in order to be profitable, successful, and serve its customers well. With it, you do need to understand your own enterprise's core values, how it makes money and its current business challenges. You also need to know your enterprise's strengths and weaknesses so you can apply that information to make sensible decisions. With increasing levels of competition in the market, enterprises need to be constantly seeking those who can show it, and demonstrate that they represent good value for money, not just for the company but for the enterprise's clients too.
But get it right, and the planning and marketing offers all start coming together and making for a secure and successful enterprise. In an economy where the consumer experience is paramount, service becomes key. This, too, is having interesting side-effects [16, p. 173]. In fact, commercial awareness is one of the key attributes cited by many enterprises as being essential to employability, but unfortunately one that many people seem unable to demonstrate. It comes up time and time again in recruitment and interviewing discussions.
Conclusions. A high level of commercial awareness is needed to face the complex challenges in today's world. A growing body of research indicates the relationship between a higher level of commercial awareness and performance. Human commercial awareness evolves in successive stages. From a societal point of view, each stage of commercial awareness has a different set of values, needs, motivations, morals, worldviews, societal structures and other fundamental characteristics. A transformation in commercial awareness development, to shift from one stage to another, implies changes in social structures, economies and the ability to cooperate with others. From an individual perspective, each stage in commercial awareness devel-
opment reflects on how one sees oneself and the surrounding world. Transcendence from one stage to another results in a new way to see the world and oneself. Transformations enable new organizational forms to emerge. These emerging organizational forms relate to the society's existing worldview and stage of enterprises' sraff commercial awareness. Organizational forms that are common today reflect the current worldview of the society, and thereby its current stage of commercial awareness
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ПЕРСПЕКТИВЫ РАЗВИТИЯ ГАСТРОНОМИЧЕСКОГО ТУРИЗМА В ЗАБАЙКАЛЬСКОМ КРАЕ
Крылова Е.В.,
Забайкальский государственный университет в Чите, зав.кафедрой социокультурного туризма
Батоева С.А.
Забайкальский государственный университет в Чите,
доцент
THE PROSPECTS FOR THE DEVELOPMENT OF GASTRONOMIC TOURISM IN ZABAIKALSKY
KRAI
Krylova E.,
Zabaikalsky State University in Chita the head of the department of social and cultural tourism
Batoeva S.
Zabaikalsky State University in Chita Associate Professor
АННОТАЦИЯ
Сначала в статье рассматривается понятие «гастрономический туризм». Затем автор анализирует состояние развития этого вида туризма в России и В Забайкальском крае. ABSTRACT
The article first considers the term "gastronomic tourism". Then the authors analyze the state of development of this type of tourism in Russia and in Zabaikalsky Krai.
Ключевые слова: гастрономический туризм, гастрономия, Забайкальский край. Keywords: gastronomic tourism, tourism, gastronomy, Zabaikalsky Krai.
Сегодня незаметно для нас самих все большую роль в нашей жизни приобретает так называемая «экономика впечатлений». Американцы Б. Джозеф Пайн II и Джеймс Гилмор, рассматривая впечатления как четвертое экономическое предложение, пришли к выводу, что они имеют свои отличительные черты и отличаются от услуг так же, как услуги от товаров [9]. Человек, покупая впечатления, платит за свои собственные чувства и ощущения. К таким товарам, по нашему мнению, можно отнести гастрономические фестивали и гастрономические туры.
Гастрономический туризм подходит тем, кто хочет внести в свое путешествие что-то необычное, прочувствовать культуру страны и людей через еду, которую они готовят и употребляют. В последнее время мода на гастрономические туры активно развиваются. Самые большие поклонники такого вида туризма - англичане, немцы, американцы и японцы.
В России такой вид туризма пока только начинает развиваться, и подобных туров в чистом виде еще нет, поэтому компоненты гастрономических туров добавляют в основные программы. В нашей стране и в частности в Забайкальском крае такой туризм пока явление уникальное и россиян готовых
платить деньги за подобное путешествие, очень мало.
Мы считаем, что понятие «гастрономия» несколько шире, чем «кулинария». Так, слово «гастрономия» по словарю В.И. Даля определяется как поварское искусство, а «гастроном» - это «тонкий едок, сластоежка, лакомка, любитель вкусно поесть» [9].
Этот вид туризма включает посещение стран и регионов с целью знакомства с блюдами и напитками, приготовленными в соответствии с рецептами национальной кухни, с соблюдением традиционных способов их производства и потребления.
Ознакомившись со специальной литературой, мы заметили, что гастрономический туризм в развитых странах пользуется большой популярностью, как у местного населения, так и у туристов из зарубежных стран. Что касаемо России, то наша страна, в силу своего расположения, на стыке двух континентов, соприкасалась с самыми различными культурами, и необходимость существования на стыке цивилизаций Европы и Азии привела к формированию неповторимого национального менталитета.
