Tatyana Kysil

Post graduate student

Department of Marketing and Management of Innovative Activity

Sumy State University

Sumy, Ukraine

E-mail: t.kisil321@gmail.com

IMPORT SUBSTITUTION

AS A MEANS OF IMAGE FORMING: PROSPECTS FORECAST

OF INDUSTRIAL ENTERPRISES

IN UKRAINE

Anna Kolodka

Post graduate student

Department of Marketing and Management of Innovative Activity

Sumy State University

Sumy, Ukraine

E-mail: kolodka.anna@gmail.com

Anna Rosokhata

Post graduate student

Department of Marketing and Management of Innovative Activity

Sumy State University

Sumy, Ukraine

E-mail: rosohata@gmail.com

ABSTRACT. The article presents the results of a study of current trends operation of industrial enterprises in Ukraine. There are high degree of dependence on foreign trade situation, the low level of production equipment and the demand for domestic products. It proves the relevance of the strategy of import substitution. The authors present this strategy as an opportunity to enhance the image of Ukrainian industrial machine-building enterprises in international markets over the coming decade.

Received: January, 2014

1st Revision: March, 2014

Accepted: May, 2014

DOI:10.14254/2071-789X.2014/7-2/10

JEL Classification: M31, M21, M11, L53

Keywords: industrial enterprise, tendency, trendwatching, import substitution strategy, enterprise image.