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Karolina Ilyenkova

Karolina Ilyenkova
Institute of economics, the Ural branch of Russian Academy of Sciences · Center of Agrifood systems and Marketing investigations

About

22
Publications
252
Reads
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15
Citations
Introduction
Education
September 2016 - September 2020
Institute of Economics
Field of study
  • Marketing
September 2005 - May 2007
Ural State University of Economics
Field of study
  • German in Economics
September 2002 - May 2007
Ural State University of Economics
Field of study
  • Economics

Publications

Publications (22)
Article
Full-text available
The article deals with the problem of pursuing company assortment policy, which is aimed at meeting buyers’ needs by joint creation of customer value. Within the frames of this approach the author analyzes existing concepts of building delivery chains and substantiates the use of the concept of building delivery chains from the customer. The role o...
Article
Full-text available
The purpose of this article is to verify the hypothesis put forward by the author which states that the current methods, including the author’s mechanism, utilized to design the company’s assortment policy can be applied at all stages of assortment management. This article looks at the concept of the company’s assortment policy as a synthesis of tr...
Article
Full-text available
In the conditions of dynamic changes in markets, globalization and the increasing struggle for customer loyalty in the implementation of the company's assortment policy, it becomes insufficient to use existing tools within the framework of traditional marketing. The introduction of category management, which combines the tools of both traditional m...
Article
Full-text available
The article discusses the testing of the methodology, which includes 12 stages of category management implementatiom, conclusions and recommendations made during it development and improvement of the company's assortment policy. The study reflects the high practical significance of the applied metodiks for Russian trade organizations as it allows f...
Article
Full-text available
Extensive globalization, competitive environment and market saturation with the goods and services demand new ways to increase the product utility in order to satisfy the customer needs and to increase the retailers’ competitiveness and revenue, which determines the relevancy and the practical implications of the study. Category management based as...
Article
Full-text available
The purpose of this work is to conduct a comparative analysis of existing approaches to managing the company's assortment policy (traditional approach and categorical management), determine their main differences, identify advantages and disadvantages, as well as the degree of distribution of each. The article provides a brief description and defin...
Article
Full-text available
In view of global changes that took place in the last decade in consumer behavior, competition rate and economy in general conditions of doing business are changing. Trade organizations have to search for new ways of raising efficiency in their economic activity. The article analyzes the fast growing internet-trade market. It studies the practice o...
Article
Full-text available
Category management is a breakthrough in retail practice. There are two main category management methods underlying all the existing category management methods. They are described and there is considered the method of the Russian scientists developed according to the main methods. Also by ECR from category management is developed new approach of t...
Article
Full-text available
The article reveals the concept of category management. Problems that arise in the activities of the staff of the category management department, including lack of time, lack of necessary information, are identified. The work of category managers is based on systematic and structured work; decision making is based on analytics and meeting the needs...
Article
Full-text available
The author in this article formulates seventeen elements of category management, which reflect the essence and content of this approach. Further, five basic elements are distinguished from them and the classification of existing definitions of the concept of category management is carried out, their strengths and weaknesses are described. Based on...
Article
Full-text available
The Ural Federal District is one of the leading Russian regions: it has a dynamically developing economy characterized by vigorous competition. One of the ways to enhance companies’ performance in these conditions is category management. This article seeks to evaluate the level of implementation of category management principles in the retail spher...
Conference Paper
Full-text available
The article systematizes the existing definitions of the concept of "assortment policy" and eight points of view stand out. Based on the analysis, nine principles are described that determine the effective formation of assortment policy, and a comprehensive definition of this concept is formulated. The article also discloses the content of the conc...
Conference Paper
Full-text available
The purpose of this article is to conduct a comparative analysis of retail in the Ural Federal District of the category management implementation degree. There were stated and solved the following tasks: identified eight category management elements, formulated five hypotheses regarding the prevalence of category management in retails taking into a...
Conference Paper
Full-text available
Resume: The Ural Federal District is a leading industrial region with a dynamically developing economy. Therefore, in the face of increased competition and the saturation of markets with goods, the relevance of the topic is due to the importance of finding ways to increase the consumer value of goods in order to meet the demands and needs of custom...
Article
Full-text available
The purpose of this article is to review local and foreign literature on theoretical aspects of the study of commodity and assortment policy, the results of which can contribute to the foundation of a common platform for subsequent research. In accordance with the purpose of the study, the following tasks have been set and solved: the main points o...
Article
Full-text available
The importance of the research is determined by the necessity to develop methodologically substantiated tools for the assessment of efficient interaction between a company and suppliers to implement timely adjustments of the current activities of interaction with suppliers, providing an increase in the level of customer satisfaction and improvement...
Article
Full-text available
The article identifies principle stages of the working process organization at the category management department aimed at efficient realization of the approach 'category management' and at attaining max high finance figures of the company. The author shows different points of view at the notion 'category management'. The article includes also a br...
Article
Full-text available
This article contains review of the key definitions and purposes of the category management, describes 8 stages of the method of the work with product categories. Various analysis of the assortment, definition of the categories roles, strategies and tactics, setting of the purposes and goals, helped on practice to implement category management into...
Conference Paper
Full-text available
Abstract: The Purpose of this work is to analyze the results of the existing experiments and studies devoted to the study of the length of the range and the impact of the reduction of the product matrix on the category sales. The article reveals the concept of assortment policy. The results of studies of various scientists on the need to maintain a...
Conference Paper
Full-text available
This article contains description and entity of the Category Captainship. There are represented the main directions of the recommendations which the suppliers give to the retail. In the end of the article, it is summarized, that despite the inconsistency of this approach, by the right realization it can be effective and productive by the sales incr...
Conference Paper
Full-text available
Describes the concept and essence of the "Category Captain". Main directions for vendor are presented gives its recommendations to the retailer. At the end of the article, we summarize that, despite the inconsistency of this approach, with its competent implementation, it is effective and effective in increasing sales of all interests joint parties...
Conference Paper
Full-text available
The peculiarities of transformation of consumer market of Russia over the last 25 years are considered. The main emphasis is placed on the rationale for the need to find new approaches to assortment policy and, in general, to sales management in conditions of saturation of the market with goods. Keywords: Russian consumer market; a trading company;...

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Projects

Projects (2)
Project
Research the main characteristics the new Category management version in new reality