Piddubna V. Marketing of bank innovations in conditions of financial instability.

The dissertation provides the solution of the important scientific and practical task – substantiation of theoretical and methodological principles and development of practical recommendations on the use of marketing of bank innovations to ensure the activities and development of banks in conditions of financial instability. It has been proved in the study that the necessity of a new direction (component) of banking marketing – innovation marketing – is determined by the objective reasons, which are independent of bank marketing activity. They are global conditions of competition development under the influence of digital transformation in banking market, changing of the bank role in financial market, disintermediation, etc. The dissertation proposes the definition of “marketing of bank innovations”. In the dissertation the conceptualization of scientific and methodical approaches to formation of strategy of marketing of innovations in banks is carried out. On this basis, the author's definition of the innovation marketing concept is proposed. According to the results of the assessment of the development and implementation of bank innovations in the domestic market, the stages of development of banking innovations in Ukraine are determined. The research improves the methodological approaches to the assessment of the marketing mix of bank innovations in Ukraine. In particular, the indicators for the analysis of product, place, pricing and promotion policies, including the innovation component, are substantiated. The quantitative measurement of the policies assessment is carried out. An integrated indicator has been developed and the impact on the level of bank profitability and market share has been determined. The author's contribution was the inclusion in the assessment of the marketing mix components of the innovative component and determining their impact on market share and profitability of banks. The usage of the developed of methodological approaches allows to identify the key components of the marketing mix of bank innovations that have a positive impact on the bank's share in the market profit of the banking industry. On the basis of the conducted empirical research own estimations of influence of marketing of bank innovations on financial stability of Ukrainian banks are given. The study improves the tools for assessing the impact of marketing of bank innovations on the financial stability of banks: the calculation of the financial stability indicator is substantiated and regression models are built to assess the impact of marketing components (including innovation) on financial stability of banks. To assess financial stability, the regulatory capital adequacy ratio was used and a integral indicator of financial stability of banks was developed. The integral indicator is based on the following components: capital adequacy, asset quality, earnings, liquidity and market risk sensitivity. It is established that the activity of implementation by banks of components of the bank innovation complex does not have a statistically significant impact on the financial stability of banks, but some components of the banking innovation complex have a slight negative impact on banks' capital adequacy ratios. The results of the implementation of the tools proposed for assessing the impact of marketing of bank innovations on the financial stability of banks can be used in improving regulatory requirements and in developing a marketing strategy for banking innovations. It is proved that the presence of insignificant negative impact of the activity of introduction by banks of the components of the complex of bank innovations on the indicators of capital adequacy should not be a reason to limit the innovative activity of banks; at the same time, it is necessary to limit this potential negative impact by rational use of appropriate regulatory requirements that would direct banking competition not in the area of asset quality and credit standards, but instead in the area of service quality. Effective usage of marketing strategy of bank innovations requires the development of a comprehensive scientific and methodological approach to justify the toolkit for its implementation. On this basis, the toolkit for implementing the marketing strategy of bank innovations on the marketing mix components has been systematized in the thesis. It is proved that the use of the developed approaches will contribute to the financial stability of the bank on the basis of rational use of toolkit for the implementation of marketing strategies for bank innovations.