Improvement of Event Management Positioning in Enterprise Management

Tendencies of conducting business in the 21st century created the need to transform conventional approaches in management seeking opportunities for implementing new effective management tools for various aspects of production and economic activity. Recently, event management has become one of the most dynamic subsystems of enterprise management functioning in parallel with other subsystems (in particular, subsystems of financial management, production management, quality management, personnel management, innovation management, management of foreign economic activities, information management, risk management, project management, etc.). The pace of event industry development is increasing every year, both in Ukraine and worldwide. Today, it is difficult to imagine existence of any business sphere without the tools and methods of various business event management initiatives (business meetings, fairs, exhibitions, conferences, congresses, marketing events, social initiatives, etc.), as well as without teambuilding character of activities at economic entities, encompassed in the concept of event management. At the same time, giving its low coverage in literature, the issue of event management positioning in the enterprise management leads to the creation of various problems: it becomes difficult to determine its optimal structure depending on the type of business, its role in ensuring development of a business entity is "blurred", its significance in creating added business value is underestimated, etc. The purpose of this article is to develop a model for positioning event management in company management, looking at it from a two dimentional perspective: focusing on processes and focusing on the future, depending on the level of event management integration into the overall management system in a company. To achieve the set goal, a systematic approach, a graphic display method, as well as a structural and logical analysis were used. The proposed model adds value to the list of scientific and practical provisions in event management sphere, as it makes it possible to unfold its deep essence and structure, which are instrumental for the realities of modern businesses, and to determine its connection with other management subsystems through the prism of "value for others". In addition, the given proposals contribute to the understanding of event management as a system-forming component in increasing business efficiency. Finally, the specified model will help to increase profitability of enterprise by integrating divisions involved in event management processes. It is about event management at its highest levels of development contributing to the creation of actual added business value