IDEAS home Printed from https://ideas.repec.org/a/nwe/eajour/y2023i2p384-408.html
   My bibliography  Save this article

Banking Innovations: Marketing Support in the Financial Market of Ukraine

Author

Listed:
  • Natalia V. Trusova

    (Department of Finance, Accounting and Taxation, Dmytro Motornyi Tavria State Agrotechnological University, Ukraine)

  • Iryna A. Chkan

    (Department of Finance, Banking and Insurance, Dmytro Motornyi Tavria State Agrotechnological University, Ukraine)

  • Nataliia G. Radchenko

    (Department of Finance, Banking and Insurance, Mukachiv University of Mining and Economics)

  • Inna Y. Yakusheva

    (Department of Finance, Banking and Insurance, Mukachiv University of Mining and Economics)

  • Natalia N. Rubtsova

    (Department of Finance, Banking and Insurance, Mukachiv University of Mining and Economics)

Abstract

The purpose of the article is to implement a comprehensive approach to assessing the relationship between marketing of banking innovations and financial stability of banking institutions, which under the influence of digital technology determine the innovative capabilities of the banking system, activating the innovation potential of the financial market. The leading method of research of this problem is the modeling of modified technologies that form a platform for the advancement of new banking products, considering determinants of influence on the development of modern marketing of bank innovations, allowing treating this problem as a process of purposeful transformation of the 4P marketing complex and its digitalization. The article presents a structural and functional model of the relationship between the priority areas of the “blue oceans†and the signs of evaluation of the marketing of banking innovations. An integrated assessment of the relationship between the innovation components of the marketing complex of banking innovations and the financial stability of banking institutions of Ukraine is made.

Suggested Citation

  • Natalia V. Trusova & Iryna A. Chkan & Nataliia G. Radchenko & Inna Y. Yakusheva & Natalia N. Rubtsova, 2023. "Banking Innovations: Marketing Support in the Financial Market of Ukraine," Economic Alternatives, University of National and World Economy, Sofia, Bulgaria, issue 2, pages 384-408, June.
    • Handle: RePEc:nwe:eajour:y:2023:i:2:p:384-408
    as

    Download full text from publisher

    File URL: https://www.unwe.bg/doi/eajournal/2023.2/EA.2023.2.09.pdf
    Download Restriction: no
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:nwe:eajour:y:2023:i:2:p:384-408. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Vanya Lazarova (email available below). General contact details of provider: https://edirc.repec.org/data/unweebg.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.