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2 Mekhanizm Rehuluvannya Economiky

2 2011

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THEORETICAL FRAMEWORK FOR THE EFFECT OF GENDER ON CUSTOMER BEHAVIOUR

100%

Melnyk V.

Mekhanizm Rehuluvannya Economiky

2011

tom 4 (54)

58-63

This article develops a theoretical framework for the effects of gender on customer behaviour. The article contrasts recent findings from multiple streams of literature, in particular, psychology, marketing and sociology, to develop a conceptual framework for the influence of gender on multiple areas of customer behaviour (e.g., customer decision making, customer loyalty, response to the advertising). Direction for the future research and managerial implications are discussed.

The dual paths to innovation and economic revival

63%

Kilgour M. , Melnyk V.

Mekhanizm Rehuluvannya Economiky

2011

tom 3 (53)

38-46

This article is engaged in the problem of educational system development to improve workforce skills to adapt and innovate. The Creative Combination Model is considered to depict the influence of creativity contribution on the results of cognitive processes. The difference between eminent and incremental creativity is considered. The possibility and the conditions of considered issues implication in educational system are described in the proposed balanced approach.