Ovchynnikova A. Marketing risk assessment in investment projects at renewable energy enterprises

The dissertation is devoted to improvement of theoretical basics and practical recommendations on marketing risk assessment in investment projects aimed at enhancing the efficiency level of implementation of managerial decisions and minimizing the level of marketing risks. The thesis systematizes and generalizes the scientific approaches to defining the essence of marketing risk and defines the sources of marketing risks for renewable energy enterprises. The necessity of separating assessment into management stage is provided, and the stages of assessment process are defined. The model of gradual comprehensive assessment of marketing risks in investment projects, which is based on financial and economic approach to assessment of marketing risk level on the basis of variations of goods attributes and price strategies of the competitors, is worked out. The marketing risk level is calculated based on simulation method, and expediency of implementation of investment project by renewable energy enterprises is defined.