DECISION SUPPORT SYSTEM FOR SELECTING THE INVESTMENT FIELDS TO DEVELOP SOCIAL CAPITAL

In this article a decision support system is elaborated for choosing patterns of investment for the efficient formation and development of social capital, which is based on the hierarchies analysis method. Elaboration of a decision support system (DSS) of investment patterns for the efficient formation and social capital development was carried out in a software environment DSS "Select". It is based on the hierarchies analysis method (HAM), which is a simple and convenient tool, helping to structure the problem of determining the patterns of investment for the efficient formation and social capital development, to build a set of alternatives, identify the characterizing factors, specify the importance of these factors, evaluate alternatives for each of the factors, find inaccuracies and contradictions in the judgment of the decision maker / expert to rank alternative solutions, to analyze and validate the results. For a graphic display of the hierarchy the method of specification (decomposition) of a given set of elements (criteria, alternatives) was used. It allowed to specify social capital by dividing its component elements: the external social capital (networks in the environment, confidence in the external environment, reputation, values, norms in the external environment) and the internal one (the internal network, trust and reputation in the domestic environment, corporate values, standards in the internal environment). Such a method of constructing a hierarchy makes it possible to specify, what criteria are achieved thanks to the efficient formation and development of social capital, as well as to determine, which patterns of investment are the most important to determine the social capital structure. After constructing the hierarchical model the method of comparing its elements is used. To determine the priority patterns of investment for the efficient formation and development of the enterprise’s social capital the method of paired comparisons is applied. When conducting the paired comparisons, one should answer the following questions: which of the two elements being compared is more important or has more impact, which is more likely to occur and which is preferred. In order to determine the relative importance of the elements, the hierarchy scale of relations is used, which allows the expert to set an appropriate degree of superiority of one object over the other to compare some numbers. Adequacy of the model is confirmed by the values of the consistency results index (DSS "Choice" is designated IP) to quantify the conflicting results of the comparison. The recommended value of the index ranges from 0 to 0.1. This index is defined both as the entire system and for each of its node separately. The lower the value of the index is, the lower is reliability of the results. As a result, the patterns of adjusting the level of the formation and development of social capital at enterprises have been obtained, under the certain conditions and certain elements of internal and external social capital. Using the suggested approach to the choice of investment patterns of the social capital formation and development makes it possible to obtain informed management decisions to achieve the desired criterion.