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Area development management based on marketing tools: Methodological considerations

Artashinа I.A. Nizhny Novgorod Institute of Management, Nizhny Novgorod Branch of RANEPA, Nizhny Novgorod, Russian Federation ( artashina@mail.ru )

Dudina V.Yu. Nizhny Novgorod Institute of Management, Nizhny Novgorod Branch of RANEPA, Nizhny Novgorod, Russian Federation ( v.tsyganova@mail.ru )

Zhul'kova Yu.N. Minin Nizhny Novgorod State Pedagogical University (NNSPU), Nizhny Novgorod, Russian Federation ( zhulkova@mail.ru )

Journal: Regional Economics: Theory and Practice, #2, 2019

Subject This article discusses the issues related to improving the competitiveness of regions, effective management of areas' limited resources in the face of significant differentiation in the level of socio-economic development.
Objectives The article aims to determine the level of activity of marketing technology use when managing an area's development.
Methods For the study, we used scientific and statistical research methods, a content analysis, and table data visualization techniques.
Results The article outlines the main approaches to the implementation of region marketing, focusing on the use of theoretical and practical marketing opportunities. To eliminate inaccuracies in the paperwork and ensure the consistency of interests of stakeholders in the field of strategic planning and area development management, the article proposes to expand the list of marketing tools used.
Conclusions and Relevance There are some contradictions and imperfections in the current strategic documents. The information presented can be used by authorities at all levels to address issues related to improving the system of area strategic planning and the effectiveness of marketing methods in the management process.


Analyzing and recording economic factors in the land plots market structure

Zhul'kova Yu.N. Nizhny Novgorod State University of Architecture, Building and Civil Engineering, Nizhny Novgorod, Russian Federation ( zhulkova@mail.ru )

Journal: Economic Analysis: Theory and Practice, #5, 2015

The article describes the interaction of supply and demand factors in the real estate market. The purpose of the work is to analyze vacant land plots in the economy-class cottage communities located in the Nizhniy Novgorod region. The relevance of the considered topic is conditioned by increased attention to social and economical development of the country and certain regions. The author stated that development of a region is impossible without development of its territories, i.e. rational and efficient use of land plots. The author made an analysis of efficient use of territories occupied by cottage communities; for this purpose the "vacant land plot" category has been chosen. For the purposes of the study, the communities of the considered category have been arranged as per certain criteria. This allowed dividing offers into groups depending on the offer cost. Based on the gathered data, the author divided cottages into two types of economy-class depending on the cost of an offer. In the course of the study, the author established internal levels of differences of the offers under consideration according to their size (area) and prices of land plots located in the territory of cottage communities. The calculated figures led to a number of significant conclusions and assumptions; the most significant are as follows: there is a need to calculate a level of difference of plots as per their size and price; more attention should be paid to the inner levels of difference; at the stage of concept development, design and realization, it is necessary to create a uniform social and economical category "territory-customer-owner". This approach will ensure a certain breakthrough in the social and economical development in terms of efficient realization of vacant land plots and improvement of people's life quality. Moreover, the materials of the study may be interesting not only to investors but also to certain officials, when they consider the options of territories' operation.


An efficiency analysis of land use and the interaction of land relationship parties

Zhul'kova Yu.N. Nizhny Novgorod State University of Architecture and Civil Engineering, Nizhny Novgorod, Russian Federation ( zhulkova@mail.ru )

Journal: Economic Analysis: Theory and Practice, #6, 2015

Importance The article discusses the current issues of socio-economic development factors impacting land relations status. The need to engage land in active turnover is one of the options for ensuring progressive development and serves as a fundamental resource for investment development of the country and regions.
     Objectives The research has identified problems that presently inhibit real estate market development, which in case of their ignoring, will lead to unpredictable consequences. First of all, these problems include the availability of mortgage credit (loan period, requirements to borrowers and real estate (land) objects, changes in consumer preferences, and infrastructure development of territories. I consider the issues of establishing a qualitatively new Land bank, the main and only purpose of which will be to participate in financing programs of mortgage crediting of land plots. Focusing on mortgage, and on free land plots, will allow to develop credit products for different market segments, will lead to significant positive changes in the financial sector and will cause real interest of individual households to the offers of financial and credit organizations, which will ensure increase of socio-economic well-being of the population and will create conditions for region's potential development.
     Methods I substantiate the necessity of applying a systems approach to enhance the effectiveness of land relations regulation on the basis of joint efforts of public, financial and social sectors to effectively address the issues of ensuring the quality of land, creating a network of infrastructures, as well as to enhance the territory's attractiveness.
     Conclusions and Relevance The fulfillment of the set tasks will accelerate involving of land plots into economic circulation and will increase the land market functioning intensity. As a result, a new impetus will launch an industrial complex's development, the solution of socially important problems of housing and the population's quality of life.


Applying the tools of strategic management accounting in construction

Zhul'kova Yu.N. Nizhny Novgorod State University of Architecture and Civil Engineering, Nizhny Novgorod, Russian Federation ( zhulkova@mail.ru )

Journal: International Accounting, #7, 2015

Importance Currently strategic management accounting gains special importance for taking managerial decisions in construction and related industries. The article illustrates the most common accounting methods applied in Russia and abroad, though special attention is given to combined application of the target costing concept and conjoint analysis. I scrutinize the logic, possibility and significance of applying the said tools in construction, sale of economy class residential property. The research introduces a theoretical model suggesting the use of the conjoint analysis. This method focuses on the importance of studying a set of parameters of designed construction products, and analyzing the importance to price ratio per each parameter. When offering a marketable product with the optimal set of characteristics required by customers, and when determining the 'usefulness' of a certain factor for customers and searching for further ways to decrease the cost of one square meter, I reveal certain types of works, which allow decreasing the construction cost down to the required level. Respective changes in cost items (in construction documents), which I obtain as a result of the calculations, will enable the management of construction companies to perform a targeted adjustment of expenses and, therefore, to achieve the required level of cost.
     Objectives The objective is to substantiate the use of strategic management accounting tools by enterprises involved in development and sale of construction products. The main tasks of the study are to determine the importance and place of strategic management accounting for construction companies, evaluate the need of strategic management accounting, show financial feasibility of using the said methods of strategic management accounting at different stages of construction products' life cycle.
     Methods I applied the methods of comparative analysis, systematization, and content analysis to conduct the study.
     Results The presented calculations prove the possibility and efficiency of the practical use of strategic management accounting tools at different stages of construction products' life cycle. The results of the study may be useful for a wide range of readers interested in practical implementation of strategic management accounting tools in the construction industry
     Conclusions and Relevance The management based on the methods of strategic management accounting plays a special role in efficient operations of construction enterprises; therefore, it is a primary source of their competitive advantages.


Implementing strategic management accounting methods in the practice of construction organizations

Zhul'kova Yu.N. Nizhny Novgorod State University of Architecture and Civil Engineering, Nizhny Novgorod, Russian Federation ( zhulkova@mail.ru )

Journal: International Accounting, #47, 2014

Importance The modern operation of enterprises, regardless of their size or sectoral affiliation, reveals the need for sound cost management when realizing development strategies. Dynamic development of market environment is the primary reason why managers apply new instruments to develop a coordinated strategy within each individual company or group of companies. Many years' experience of international companies shows that the use of strategic management accounting methods is fully justified. In this case, companies can solve a number of problems, including effective operation. A company's financial success depends, among other important things, on customer satisfaction with high quality of goods and works, and the level of production costs. The latter is relevant irrespective of existing economic conditions, as reduction of production cost is of particular importance either during increasing competition or in times of economic crisis. To achieve the primary goals of a company, it is reasonable, at different stages of production life cycle, to introduce instruments of strategic management accounting to complement traditional management methods. This will become a guarantee and a starting point for contemporary strategic management development at an enterprise. The use of target costing, a strategic management accounting tool, enables to reduce production cost based on customer needs, which are identified at early stages of project with the help of modern market technologies. Subsequently, this will result in mitigating the risk inherent in project implementation. The study demonstrates the possibility to adapt the described methods to the needs of construction companies, and describes their implementation on the case of construction products. It also shows the advantages of using the described instruments.
     Objectives The objective of the study is to determine a possibility and relevance of using strategic management accounting methods at enterprises producing and selling construction products. The primary goals of the study are as follows: to describe the role of strategic management in construction enterprises development; to evaluate the need for implementing strategic management accounting in companies; to demonstrate the practicability of using the strategic management accounting methods at the stage of construction product development.
     Methods To conduct the study, the author applied a comparative analysis, systematization, and the content analysis.
     Results The presented calculations proved the possibility and efficiency of practical implementation of target costing, which enables to identify the ways of reducing the cost of construction products. The results of the study may be useful for a wide range of readers interested in practical implementation of strategic management accounting tools in the construction sector.
     Conclusions and Relevance Strategic management accounting methods enable to ensure efficient operations of an enterprise, as the information provided within the framework of management accounting, is the primary source of determining competitive advantages of a company.


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