Davydova L. Organizational-structural and functional specificity of university publishing house.

Complex analysis of the status, organizational-structural and functional specificity of the university publishing house in modern conditions is carried out in the thesis. The launch of European and Ukrainian university publishing tradition and its organizational and structural forms was studied; organizational-structural and functional specificity of university publishing houses of Ukraine in a comparison with organizational models of European and American universities are generalized; innovative activity of modern university publishing houses is explored; typologicalstructural and functional features of university publishing house at the present stage, as well as the factors of restraining their business mobility are revealed; the status, organizational structure and the activity indicators of publishing houses of higher educational institutions of Ukraine in 2012–2016 are analyzed in detail; the analytical profile of the university publishing house is developed; the optimal structural and functional model of the modern university publishing house is substantiated. The criteria to analyze the activity of university publishing houses are worked out in thesis: organizational status; organizational structure; directions of activity (products, content); scale of operation (number of titles, circulation, reprints, financial turnover); scale of market operation; efficiency of operations (profit, profitability); competitiveness factors; actual innovations; personnel (selection, placement, training); communication, image work, branding; evaluation of the activity of partners, clients and independent experts. Most Ukrainian university publishing houses operate on the basis of traditional organizational models: a) a structural subdivision of a higher educational institution; b) an independent enterprise. Functioning in a closed (non-competitive) space disables the structure of the publishing house and it does not allow working in a competitive surrounding (competition of publishers). Such process constrains the development of university book; it does not stimulate economic culture, removes important criteria of work. For these reasons, university publishing houses and university books are unobtrusive in publishing space. The overcoming of difficulties in operation of Ukrainian publishing houses will help to respond the tendencies that dominate at university publishing houses and the general culture of the national publishing space. But the process is possible provided that counterproductive restrictions are removed at the legislative level to make university book competitive in the educational space. The prospects of the university publishing houses are oriented toward the future in science and the key needs of teachers and students. The behaviour model of the founder of a higher educational institution should be flexible – it forms management bodies and strategic policy, coordinates long-term plans, controls economic efficiency. Having entrusted all tactical and operational issues to the management of the publishing house, at the same time the founder is the customer of publishing services and the buyer of products. Equitable partnership will establish a publishing house as an autonomous force in science and education, a prominent publishing operator.