Автори: Д. Баюра, д-р екон. наук, проф., ORCID ID: 0000-0002-1777-9546, Київський національний університет імені Тараса Шевченка, Київ, Україна; В. Головій, асп., ORCID ID 0000-0002-7437-9602, Київський національний університет імені Тараса Шевченка, Київ, Україна, Університет Норд, Норвегія
Анотація: З метою отримання нового знання, що впливає на ухвалення важливих бізнесових рішень й у такий спосіб опосередковано перетворює дані у відповідні дiї, можна використовувати найрізноманітніші методи та види даних – залежно від таких факторів, як їхня наявність, доступність і вартість. У консалтингу звернення до опублікованих та широкодоступних ринкових звітів і досліджень стало рутинною практикою. Пропонована стаття – приклад того, як можна на практиці застосовувати інституціональну теорію у процесі читання, аналізування й інтерпретування даних із типового ринкового дослідження. Нині, на відміну від широковживаних теорій та числових і якісних методів, застосування інституціональної теорії є для галузевих практиків і консультантів зі стратегії радше винятком, ніж правилом. У наведеному кейсі з виноробної галузі маркетингове дослідження було герменевтично “прочитане” через призму інституціональної теорії, що допомогло виявити два види ізоморфізму на ринках Грузії та України.
Ключові слова: інституційна теорія, ізоморфізм, винна індустрія, стратегія, герменевтика, інтерпретативне читання.
Received: 21/12/2020
1st Revision: 28/12/2020
Accepted: 15/02/2021
DOI: https://doi.org/10.17721/1728-2667.2021/214-1/1
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