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Information × Registration Number 0218U006518, 0118U000530 , R & D reports Title Modeling the reputation of a company by means of marketing popup.stage_title Head Romat Eugene, Registration Date 29-05-2018 Organization Kiev State University of trade and economics popup.description2 The simulation was carried out according to SW-ReaLity methodology by a group of 24 specialists, which consisted of participants in this research work, lecturers of the Department of Marketing and Advertising of KNTEU and specially invited to participate in the modeling of profile specialists with experience in the retail market of Ukraine, public authorities, international financial institutions, etc. The simulation was carried out as close as possible to the actual current market situation.For modeling, a retail segment was chosen - supermarkets: supermarket A - game analogue of TM "ATB"; supermarket B - game analogue of TM Velyka Kyshenya; Supermarket C is a game analogue of TM «NOVUS». Also in the simulation were created the following subjectivity (stakeholders): Consumers (low-income, medium-wealthy, wealthy); Investors; Consumers' Rights Union; the executive branch is a game analogue of the Ministry of Economic Development and Trade of Ukraine; Media is a game analogue of the popular public-political Internet publication.Based on the results of the simulation, three basic scenarios for the behavior of trading enterprises in the typical reputational crisis / threat situation were developed and tested; The analysis and evaluation of typical behavior models of stakeholders are conducted; Developed and tested specific information (marketing) messages from market operators and their impact on stack-coolers. The step-by-step scenario of deployment of the situation was developed and analyzed: statements of market operators and reaction to them by stakeholders who are included in this modeling.5481 Product Description popup.authors Гаврилечко Юрій Володимирович Демченко Олександр Олександрович Кашпур Андрій Олександрович Лісун Яніна Вікторівна Мартиненко Певел Андрійович Романченко Тетяна Володимирівна Ромат Євген Вікторович popup.nrat_date 2020-04-02 Close