ISSN 2306-546X e-ISSN 2414-3774 UDC 37
Submit an article

University Economic Bulletin

Article

Publishing business VS the Internet: How has the World Wide Web affected the economics and marketing of printing companies?

Svitlana Kucherenko, Yevhenii Kostyk
Retrieved from Vol. 20, No. 1, 2025 Pages 40–48
Received
04.02.2025
Revised
09.04.2025
Accepted
15.05.2025
Views
417

Abstract

The relevance of the topic is due to the influence of the Internet on all spheres of life and business, which requires printing enterprises to adapt their economic and marketing processes to modern realities. The aim of the work was to study the impact of the Internet on the economy and marketing of printing industry enterprises in the context of general digitalisation and popularisation of electronic publications. The theoretical basis of the study were scientific works of Ukrainian and foreign scientists-theorists in the study of adaptation processes of printing enterprises to the new information environment, and the main scientific methods – the method of system analysis, strategic planning (SWOT-analysis), updating and periodisation. The results of scientific work were the assessment of the degree of influence of the World Wide Web on the activities of printing enterprises in the context of assessing their economic and marketing indicators, as well as finding potential ways of development of the printing industry of Ukraine through the integration of publishing and printing enterprises in the Internet environment, as well as attracting attention and updating the study of the current issue. The significance of the results obtained is presented in highlighting the prospects of development of the publishing and printing industry of Ukraine due to the process of integration and the need for interaction of printing enterprises with electronic tools of communication within the framework of the World Wide Web. The study demonstrated that despite the crisis phenomena caused by the Internet, the printing industry of Ukraine retains significant potential for further development due to the integration of digital technologies. The introduction of innovative production systems, such as Industry 4.0, and the active use of Internet marketing to expand advertising opportunities and increase the competitiveness of enterprises are suggested as ways of modernisation. The results of the study can serve as a basis for the development of new business models adapted to the conditions of the digital market

Keywords

Internet marketing; printing industry; economic efficiency; digital transformation; innovative printing technologies

References

  1. All-Ukrainian Advertising Coalition. (2024). Retrieved from https://vrk.org.ua/about-vrk.html.
  2. Amri, L.H.A., Farani, D.B., Ali, N.A.M., & Anwar, R. (2022). The challenges and strategies of printing industry. In H.D. Rahmayanti, M. Nugraha, M. Riana & Y. Khairunisa (Eds.), Proceedings of the first Jakarta international conference on multidisciplinary studies towards creative industries (Vol. 16, pp. 354-361). Jakarta: CCRE.
  3. Bruyaka, Ya.V. (2024). The problem of the development of digital competences of specialists in the printing field in the conditions of non-formal education. Educational Discourse, 1(48), 72-80.
  4. Butenko, O.P., Chupyr, O.M., & Malakhov, V.A. (2024). Analysis of the state and development trends of the book market of Ukraine. Effective Economy, 1. doi: 10.32702/2307-2105.2024.1.19.
  5. Drogovoz, A. (2018). Strategic problems of publishing and printing enterprises. In ХІІ All-Ukrainian student’s scientifically practical conference “Actual problems of economic development of enterprises for printing and printing houses” (pp. 5-7). Kyiv: KPI.
  6. Gamprellis, G., Politis, A., Sofias, I., Tsigonias, A., Vonitsanos, G., Tsigonias, M., & Macro, K.L. (2021). Challenges for the printing industry in the modern digital and meta-pandemic era. Advances in Printing and Media Technologies. Printing Technologies – Development and Trends, 47(2A), 10-28.   
  7. Ghadge, A., Er Kara, M., Moradlou, H., & Goswami, M. (2020). The impact of Industry 4.0 implementation on supply chains. Journal of Manufacturing Technology Management, 31(4), 669-686. doi: 10.1108/JMTM-10-2019-0368.
  8. Godina, R., Ribeiro, I., Matos, F., Ferreira, B.T., Carvalho, H., & Peças, P. (2020). Impact assessment of additive manufacturing on sustainable business models in Industry 4.0 context. Sustainability, 12(17), article number 7066. doi: 10.3390/su12177066.
  9. Hamilton, J. (2020). The strategic change matrix and business sustainability across COVID-19. Sustainability, 12(15), article number 6026. doi: 10.3390/su12156026.
  10. He, M. (2019). Research on the status quo and development of digital printing technology. Journal of Physics: Conference Series, IOP Publishing, 1168(2), article number 022037. doi: 10.1088/1742-6596/1168/2/022037.
  11. Kachmar, S. (2023). Development of the publishing and printing industry in Ukraine. Scientific Perspectives, 12(42), 200-213.
  12. Kasumova, E. (2020). The use of Internet marketing elements in the activities of printing companies. In Innovative development and security of enterprises in a neo-industrial society. V Section “Management and marketing of business structures in the neo-industrial economy” (Vol. 1, pp. 637-638). Lutsk: Lesya Ukrainka Volyn National University.
  13. Kulchytska, Kh.B., & Semeniv, M.R. (2023). Choice of technology for printing enterprises With the help of dynamic programming. Polygraphy and Publishing, 1(85), 123-133.
  14. Kvasko, A., & Sukhorukova, O. (2023). The state and development trends of the publishing and printing industry of Ukraine. Economy and Society, 51. doi: 10.32782/2524-0072/2023-51-42.
  15. Marketer.ua. (n.d.). Retrieved from https://marketer.ua/ua/.
  16. McIntyre, P., Kerrigan, S., Fulton, J., King, E., & Williams, C. (2023). Publishing. In Creativity and creative industries in regional Australia. Palgrave studies in creativity and culture (pp. 273-298). Cham: Palgrave Macmillan. doi: 10.1007/9783-031-45972-6_11.
  17. Ministry of Economy of Ukraine. (n.d.). Retrieved from https://me.gov.ua/?lang=uk-UA.
  18. Ministry of Finance of Ukraine. (n.d.). Retrieved from https://mof.gov.ua/uk/.
  19. Reklamaster. (n.d.). Retrieved from https://reclamaster.com.ua/ua/.
  20. Ruidong, W., & Jun, M.A. (2021). Status and future development prospects of CSP. IOP Conference Series: Earth and Environmental Science, 687(1), article number 012088. doi: 10.1088/1755-1315/687/1/012088.
  21. Salwin, M. (2021). Design of product-service systems in printing industry. Lappeenranta: LUT University Press.
  22. Semenyuk, A., & Bagmut, I. (2024). Publishing activities: Main differences in the work of Ukrainian and American publishers. Universum, 4, 127-134.
  23. Shapovalov, O. (2024). Challenges and trends of the publishing and printing industry. Current Issues in Modern Science, 7(25), 130-139. doi: 10.52058/2786-6300-2024-7(25)-130-139.
  24. State Statistics Service of Ukraine. (n.d.). Retrieved from https://www.ukrstat.gov.ua/.
  25. Tomasena, J.M. (2019). Negotiating collaborations: BookTubers, the publishing industry, and YouTube’s ecosystem. Social Media+ Society, 5(4). doi: 10.1177/2056305119894004.
  26. Wang, P.-H. Lin, G.-H. & Wang, Y.-C. (2019). Application of neural networks to explore manufacturing sales prediction. Applied Sciences, 9(23), article number 5107. doi: 10.3390/app9235107.

Suggested citation

Kucherenko, S., & Kostyk, Ye. (2025). Publishing business VS the Internet: How has the World Wide Web affected the economics and marketing of printing companies?. University Economic Bulletin, 20(1), 40-48. https://doi.org/10.69587/ueb/1.2025.40