National Business Culture of Ukraine and the Profile of a Ukrainian Marketer

Abstract

The article attempts to consider a problem that has not yet been the subject of systematic developments in domestic and foreign science – the analysis of the profile of a Ukrainian marketer. This problem is investigated on the basis of the proposed new methodological approach: the recognition of the determinism of the profile of a marketer of a country (as well as in general – the profile of the entrepreneur) content and features of the national business culture of the country. The proposed approach logically necessitated a comparative analysis of the national business culture of Ukraine. This analysis was performed using the appropriate measuring parameters of modern economic comparativistics ("power distance", "individualism", "masculinity", "uncertainty avoidance", "long-term orientation", "indulgence") in comparison with Western, Central and Eastern Europe and the South East. The uniqueness of the national business culture of Ukraine is identified, which consists in its multiculturalism: in the organic combination of western (Anglo-Saxon) and eastern (south-eastern) entrepreneurship; with special respect for other religions and denominations. The characteristic features of the profile of a Ukrainian marketer are singled out (they, as well as the features of the profile of an entrepreneur of any country at all times, contain both positive and negative properties). A Ukrainian marketer: as a rule, is excluded from making fundamental decisions, which "pushes" him to the steps of "guerilla marketing"; he is more prone to collective forms of activity (but with hidden ambitious individual traits); in professional activity understands the value of life and wealth for the domestic consumer and consumer behavior as such; feels internal discomfort in conditions of uncertainty and special risk; the advantage of a Ukrainian marketer is activity in industries with long-term capital turnover and in the field of complex marketing research; domestic marketer to some extent still retains the properties of social orientation in business (but the dominant of his entrepreneurial consciousness are negative expectations).