Kyiv Economic Scientific Journal

INTELLIGENT DATA PROCESSING TECHNOLOGIES AS A BASIS FOR MODELING DIGITAL AVATARS IN THE EDUCATIONAL ENVIRONMENT

Natalia Bobro — Mon, 30 Jun 2025 00:00:00 +0300

Objective. To substantiate the conceptual foundations for creating digital avatars in the educational environment based on intelligent data collection and processing technologies. Methods. Integration of sensor technologies, IoT, Big Data, machine learning algorithms, comparative analysis of physical and analytical modeling approaches. Results. It is shown that combining physical modeling and data analytics enables the development of flexible and adaptive digital avatars reflecting individual user behavior. Scientific novelty. The study proves that exclusively analytical models are insufficient and that integrated modeling provides a holistic behavioral simulation. Practical significance. The proposed approach can be applied in digital university ecosystems, distance learning platforms, and educational analytics research to enhance personalization and learning efficiency.

FORMATION OF A SALES MANAGEMENT SYSTEM AT ENTERPRISES WITH A MULTI-LEVEL STRUCTURE IN THE CONTEXT OF DIGITALIZATION OF RELATIONSHIP MARKETING

Valentyna Bobrovnyk, Zinaida Andrushkevych, Roman Zanykhailo — Mon, 30 Jun 2025 00:00:00 +0300

Purpose. This study aims to establish theoretical foundations for constructing an adaptive, customer-centric, and transparent sales management system tailored for enterprises with multi-level organizational structures amidst the challenges and opportunities presented by digital transformation, service transformation and ESG priorities. Methods. To achieve the research objectives, the study employs a combination of system and process approaches, business process analysis methods, comparative analysis of contemporary digital technologies utilized in sales management, and elements of theoretical modeling. This multifaceted methodology facilitates a comprehensive understanding of the integration between traditional management functions and modern digital tools. Results. The research substantiates the necessity of integrating classical management functions – planning, organizing, motivating, and controlling – with advanced digital tools such as Customer Relationship Management (CRM) systems, big data analytics, and business process automation. A model for business process transformation is proposed, encompassing strategic, tactical, and operational levels while considering cross-functional interactions. Key performance metrics are identified to monitor and evaluate sales effectiveness. Scientific Novelty. The study introduces a systemic model of sales management within the context of digitalization, combining relationship marketing, digital technologies, and ethical principles in handling customer data. This model ensures strategic sustainability and enhances the competitive edge of enterprises. Practical Significance. The scientific novelty of the study is the development of a systematic model of sales management for enterprises with a multi-level organizational structure in the context of digital transformation. The proposed model synthesizes the concept of relationship marketing, modern digital technologies and ethical standards for processing customer data, which allows to ensure strategic sustainability, competitiveness and compliance with the principles of sustainable development. Conclusions. The findings underscore that digital transformation necessitates a paradigm shift in sales management, compelling enterprises to adopt innovative strategies for managing customer relationships, automate processes, and foster systemic cross-functional collaboration. The synergy of systemic and process approaches contributes to enhancing enterprise competitiveness and facilitates successful adaptation to the evolving business environment in the digital age.

DEVELOPMENT OF ENVIRONMENTAL INSURANCE IN THE CONTEXT OF TRANSFORMATIONAL CHANGES

Victoria Borisova, Vasyl Zhdek — Mon, 30 Jun 2025 00:00:00 +0300

The article deals with theoretical and practical issues related to the development of environmental insurance in the context of transformational changes in the economy and sustainable development of the State. This emphasizes the multidimensional nature and wide coverage of potential objects of insurance protection of individuals and legal entities. It is proved that environmental insurance needs to be developed in terms of insurance coverage of environmental protection not at the expense of the State, but not at the expense of insurance mechanisms. This situation indicates significant gaps in the financial provision of environmental safety and shifts the burden of consequences to taxpayers. The author substantiates the need to introduce and develop compulsory environmental insurance. This will create a reliable financial instrument to compensate for environmental damage and encourage business entities to take a responsible attitude to the environment. The author also outlines the areas of use of insurance protection methods, which indicates the potential of environmental insurance as an effective mechanism for damage prevention and compensation. In a situation where negative externalities of economic activity continue to create a significant burden on the environment and the budget, establishing an effective system for internalizing these externalities is a key to environmental safety and sustainable development of the country. The article shows that environmental risk insurance should be viewed not only as a tool for ensuring environmental safety, which performs compensatory and preventive functions. It is also a powerful mechanism that stimulates technological upgrading of production facilities. In this regard, environmental insurance should be seen as a possible breakthrough area that promotes the development, implementation and diffusion of innovations. It creates an economic incentive for companies to invest in safer and more environmentally friendly technologies, thereby reducing environmental risks and ensuring sustainable development. The environmental insurance system plays a significant role in promoting technological modernization and encouraging businesses to apply innovative developments. It encourages the introduction of new technologies characterized by a reduced level of negative environmental impact. All of these measures are aimed at reducing insurance premium rates to an acceptable level for operating companies, especially in the agricultural sector. This creates an economic incentive for greening production.

IMPLEMENTATION STRATEGY FOR SUSTAINABLE DEVELOPMENT ACCOUNTING AND REPORTING IN UKRAINE

Veronika Hanusych, Violetta Shimon — Mon, 30 Jun 2025 00:00:00 +0300

The article explores the strategic framework for the implementation of sustainability reporting in Ukraine, aligned with the country’s commitment to harmonize national legislation with European Union standards in light of its EU candidate status. The research analyzes the adoption of Directive (EU) 2022/2464 (CSRD) and the phased integration of the European Sustainability Reporting Standards (ESRS) into the Ukrainian regulatory environment. Emphasis is placed on the approval of the national Strategy for the Introduction of Sustainability Reporting by Enterprises (2024) and the accompanying Draft Law amending the Law of Ukraine “On Accounting and Financial Reporting,” which institutionalizes sustainability reporting as a component of financial transparency. The first stage (until 2026) is focused on developing the regulatory and institutional framework. It includes drafting amendments to the Law of Ukraine “On Accounting and Financial Reporting,” introducing the legal definition of sustainability reporting, and formalizing the obligation to prepare reports based on ESRS. A draft law published by the Ministry of Finance in February 2025 reflects this direction. Concurrently, work is underway to create a digital infrastructure, prepare methodological guidelines, and build professional capacity among accountants and auditors. The second stage (2026–2030) emphasizes the practical implementation of ESRS-based reporting. It includes the introduction of mandatory reporting requirements for large enterprises and the phased expansion to other categories of businesses. The Strategy also anticipates the introduction of mandatory ESG audit mechanisms, the development of a national electronic platform for disclosure, and the creation of a state system for monitoring and verifying the quality of sustainability information. The article also addresses the challenges related to data quality, methodological harmonization, and gradual compliance with ESRS based on enterprise readiness. It underscores the strategic importance of embedding ESG (Environmental, Social, Governance) criteria into national accounting practices to foster investor confidence, enhance corporate transparency, and accelerate Ukraine’s integration into the European sustainable economic area. Future research is proposed to focus on sectoral adaptation of ESRS and the formation of national methodologies for ESG performance evaluation and assurance.

INVESTMENT STRATEGY AS A TOOL FOR THE RENOVATION AND TRANSFORMATION OF ENTERPRISES IN THE AGRICULTURAL SECTOR OF UKRAINE IN WAR CONDITIONS

Oksana Hryvkivska, Bogdan Venta — Mon, 30 Jun 2025 00:00:00 +0300

The article substantiates that the formation of an effective investment strategy for agricultural enterprises has become a priority task at the national level. It is determined that the development of an investment strategy should be based on a detailed analysis of the initial conditions. taking into account regional characteristics. It is proposed to conduct a diagnosis of the state of an agricultural enterprise after the impact of the war, the result of which is the calculation of the index of restoration of production potential. Priority areas of investment have been identified: construction or reconstruction of grain elevators and warehouses with an emphasis on energy efficiency; restoration of roads and access roads to production facilities; development of logistics hubs in safer regions; implementation of energy supply systems based on renewable energy sources. It has been established that investments in processing enterprises contribute to: increasing the added value of products (for example, instead of exporting grain, flour, cereals and compound feed are produced); diversification of the product range and sales markets; creation of new jobs in rural areas; reduction of dependence on external logistics chains. It is substantiated that the optimal structure of investment financing involves the effective distribution of sources of investment resources, which ensures the maximization of the value of the enterprise, the reduction of the cost of capital (WACC), the preservation of financial independence and the effective use of investments in the long term. The optimal structure of investment financing of agricultural enterprises is proposed, taking into account the sources of investment, their role and the proposed share in the total volume of investments. Integral indicators are proposed, which are expedient to use to substantiate the structure of investment financing.

WORLD EXPERIENCE IN ENSURING ENERGY SECURITY

Valerii Dykha — Mon, 30 Jun 2025 00:00:00 +0300

The article substantiates that each state strives for the effective implementation of its own holistic and interconnected system of measures to ensure energy security, focused on national interests and strategic priorities. The analysis showed that countries around the world (in particular, China, Germany, France, Norway, Great Britain, the USA) have defined and are implementing their own concepts of energy security, which are transformed under the influence of challenges and threats, modern technologies and the needs of the energy sector development on the principles of sustainability. It was found that the majority of global electricity production continues to be based on the use of hydrocarbons, but there is an increase in the share of low-carbon generation, in particular renewable energy sources (wind, solar, hydropower), and energy generation projects using small modular nuclear reactors are also developing. It was noted that the development of these types of energy generation allows reducing the carbon intensity of the electricity industry, which is critically important in the context of ensuring sustainable energy development. The author notes that Ukraine needs to take into account the best practices of global experience in energy security management to increase energy independence, reduce carbon footprint and ensure the stability of the energy sector. At the same time, it is noted that Ukraine, in war conditions, has generated its own practical experience in ensuring the functioning of the energy system, which is valuable for countries around the world in the context of responding to large-scale challenges and threats to energy security.

DIRECTIONS OF INNOVATIVE DEVELOPMENT OF ENTERPRISES

Olena Dragan, Mykhailo Karpa — Mon, 30 Jun 2025 00:00:00 +0300

The article substantiates that in conditions of economic uncertainty and constant technological changes it is extremely important to develop a rational scheme for choosing directions of innovative development, which would combine a strategic vision, assessment of available resources, as well as external challenges and opportunities. An algorithm for choosing the direction of innovative development of an enterprise is proposed and it is determined that it should be based on multifactor analysis and a logically structured scheme. The stages of choosing the direction of innovative development of an enterprise are the following: diagnostics of the internal environment, analysis of the external environment, formation of innovation goals, generation and description of possible directions, multi-criteria assessment of alternatives, selection of the optimal option, development of an implementation plan. The tools of strategic analysis used for diagnostics of the internal environment are disclosed and a method for calculating the integral indicator of the internal innovative capacity of the enterprise is proposed. It is motivated that effective tools for analyzing the external environment are PESTEL analysis and market analysis, and it is also recommended to use the external influence index. For the purpose of more in-depth analysis, the use of a factor influence matrix is proposed. It is argued that the definition of innovation goals allows for the formulation of strategic guidelines for innovation activity, and the generation and description of possible directions – innovative ideas and projects with the potential for implementation. A generalized scheme of the logic of choosing an innovation direction and a matrix for assessing the directions of innovative development of an enterprise are presented. Each direction of innovation activity was evaluated according to four main criteria: compliance with the enterprise strategy, the level of resource provision, the expected economic efficiency, the level of risk. According to the calculations, the direction of implementing IT solutions received the highest integral assessment.

ADAPTIVE MANAGERIAL DECISION-MAKING IN THE CONTEXT OF DIGITAL TRANSFORMATION

Mykola Yeromin — Mon, 30 Jun 2025 00:00:00 +0300

In the context of increasing environmental uncertainty, digital transformation has become a key factor in enhancing the effectiveness of managerial decision-making processes. This article presents a comprehensive interdisciplinary approach to adaptive operational decision-making based on the integration of system analysis, behavioral economics, and modern digital tools, including artificial intelligence (AI), ERP/MES systems, scenario modeling, and key performance indicators (KPI). The relevance of the research is determined by the need to improve the responsiveness, flexibility, and quality of managerial actions in the face of complex, dynamic, and high-risk business environments, particularly within the Ukrainian context and in industries with high operational sensitivity such as the food sector. The proposed algorithm of adaptive decision-making consists of six interrelated stages: data assessment, data integration and analytics, generation of alternative solutions, collaborative decision-making, implementation, and feedback with adjustment. Each stage is described with a clear set of instruments and methodological principles, emphasizing the role of AI-driven analytics, stakeholder involvement, and iterative feedback loops in enhancing decision relevance and effectiveness. The study provides special attention to the sectoral adaptation of the algorithm for food industry enterprises, taking into account industry-specific safety standards, quality requirements, and regulatory constraints. Based on international research and domestic empirical data, the paper also analyzes current trends in the application of digital technologies for decision support and outlines the challenges Ukrainian enterprises face during wartime conditions. The paper emphasizes the importance of cross-sectoral cooperation, digital competency development, and the creation of a national strategy for digital transformation in management. The scientific novelty of the article lies in the integrative structure of the proposed algorithm and its behavioral-digital foundation, which allows for effective decision-making under uncertainty and limited resources. The algorithm can be applied in various sectors and organizational settings, providing a practical tool for managers to navigate complex operational challenges and enhance strategic agility.

INTERNATIONAL EXPERIENCE OF IMPLEMENTING A CENTRAL BANK DIGITAL CURRENCY

Dmytro Kretov, Olena Kretova, Dana Ignatenko — Mon, 30 Jun 2025 00:00:00 +0300

The article is devoted to the current problem of the introduction of central bank digital currencies (CBDCs), which is gaining increasing importance in the context of the rapid digitalization of the global economy and the growing popularity of private digital assets. The purpose of the study is to analyze international experience in developing and testing digital currencies, study their impact on the economies of different countries, and develop recommendations for adapting digital currency implementation strategies taking into account national characteristics. It is determined that central bank digital currencies have unique characteristics that distinguish them from traditional electronic funds both in terms of the mechanism of operation and the method of storage. Attention is drawn to the fact that central bank digital currencies solve several key tasks, namely: they maintain central banks' control over money issuance, provide new mechanisms for managing monetary policy, and contribute to the growth of financial inclusion, especially in countries with a high share of the informal economy. Also, one of the key advantages of CBZs is their ability to integrate the properties of cash and electronic money, providing a convenient and secure payment method accessible to a wide audience. At the same time, central bank digital currencies also have certain disadvantages, which are often associated with the already mentioned advantages, such as lack of anonymity, capital outflow from the banking sector, insufficient user training, and cybersecurity risks. The article examines examples from China, Jamaica, Nigeria, South Korea, the Bahamas, and Haiti, which demonstrate a variety of approaches to integrating the Central Bank and face different challenges in their implementation. A model for classifying countries by their level of readiness for the implementation of the Central Bank, based on economic, technical, and social factors, is proposed. This model allows us to identify the most effective strategies for integrating digital currencies and minimizing their associated risks. The conclusions emphasize that the successful implementation of a digital currency can contribute to the sustainable development of financial markets, expanding access to financial services, and increasing trust in digital financial instruments among the population.

FINANCIAL AND EDUCATIONAL INSTRUMENTS FOR THE HOUSEHOLD TRANSITION TO RENEWABLE ENERGY SOURCES AND DECARBONIZATION OF THE NATIONAL ECONOMY

Mon, 30 Jun 2025 00:00:00 +0300

This paper explores the mechanisms for stimulating the household transition to renewable energy sources, focusing on financial and educational tools. The role of financial incentives, such as subsidies, preferential loans, and tax benefits, in encouraging the use of renewable energy by households is thoroughly analyzed. Particular attention is paid to awareness-raising initiatives aimed at increasing public understanding of the environmental and economic benefits of renewable energy. The article also examines the experience of European Union countries and considers the potential adaptation of successful practices in Ukraine, especially in the context of post-war recovery and the achievement of energy independence. It highlights the importance of effective policy measures that integrate both financial and informational support to overcome existing barriers to the adoption of renewable energy by households. Additionally, the paper discusses the role of these mechanisms in strengthening Ukraine's energy security and fostering sustainable development, particularly during times of economic and social instability. The challenges of implementing renewable energy systems in a post-conflict environment, where resources are often scarce, are addressed, emphasizing the need for strategic government support. The paper underscores the importance of aligning national policies with European standards and offers a perspective on how successful European models of energy transition can be applied within the Ukrainian context. The provides policy recommendations required for an effective transition, such as public-private partnerships, international cooperation, and innovations in energy management. In conclusion, the paper outlines the prospects for scaling up renewable energy adoption in Ukraine, suggesting that well-designed financial and educational frameworks are essential for ensuring long-term sustainability and reducing dependency on fossil fuels.

MANAGEMENT OF ECONOMIC TRANSFORMATION IN WARTIME: ADAPTING CLASSICAL CONSUMER BEHAVIOR MODELS TO NEW REALITIES

Leonid Melnyk, Oleksandra Kubatko, Pavlo Hrytsenko, Mariia Dudka, Tao Senlin — Mon, 30 Jun 2025 00:00:00 +0300

The article analyzes the changes in consumer behavior caused by military conflicts and crises, which significantly impact socio-economic processes. The authors examine how classical economic models, designed for stable conditions, can be adapted to the realities of uncertainty, economic shocks, and shifts in consumer priorities. Particular attention is given to factors driving transformations in consumer habits, including the reorientation toward meeting basic needs, cost optimization, the growing role of local markets, and the development of community-level mutual support mechanisms. The study explores the effects of limited resource availability, changes in income levels, and psychological pressures on the formation of new household economic strategies. It examines how consumers adapt to uncertainty by altering saving patterns, avoiding risky expenditures, and seeking alternative sources of supply. A critical focus is placed on analyzing shifts in demand for goods and services driven not only by economic factors but also by socio-cultural influences in wartime instability. Special emphasis is placed on the mechanisms of consumers’ emotional responses, which affect their economic decisions and crisis adaptation. Specifically, the study addresses increased fears about the future, which encourage higher savings and reduced spending on non-essential needs. It highlights the emergence of new economic connections between consumers and producers at the local level, driven by limited logistics and global economic constraints. The findings provide practical value for developing strategies to support populations and economies during crises. They can be used to forecast consumer behavior changes and create crisis-response economic policies that mitigate the negative impacts of military actions on national economies.

FEATURES OF THE ACTIVITY AND DEVELOPMENT OF RETAIL ENTERPRISES IN THE DIGITAL ENVIRONMENT

Daniil Nikolaiev — Mon, 30 Jun 2025 00:00:00 +0300

This study explores the evolving features and trends of retail trade enterprises in Ukraine amid digitalization, economic challenges, and the ongoing military conflict. It examines how market leaders and other retailers adapt to a complex business environment, with Ukraine’s retail market showing signs of gradual recovery. The research employs methods such as data analysis, synthesis, logical generalization, systemic, structural, and statistical analysis, complemented by graphical techniques. Data sources include scientific papers, marketing research outcomes, expert blogs on digital advertising, and official statistical information from online platforms. The study reviews the global retail market from 2019 to 2023, analyzing key influencing factors and positioning Ukraine’s domestic retail market within this global context. It investigates the current dynamics of Ukraine’s retail sector, including trade turnover structure and the financial performance of leading retailers. The increasing adoption of digital payment systems in trade transactions is evaluated, highlighting trends in their growing share. The electronic retail market’s state is analyzed, identifying critical drivers of its development. The war’s impact on the retail sector is assessed, pinpointing factors that will shape future growth. Despite supply chain disruptions and reduced consumer purchasing power, retailers show resilience through digital transformation, with e-commerce platforms and contactless payments surging. Data analytics and inventory optimization are increasingly utilized. The war has shifted demand toward essential goods, favoring larger retailers while smaller enterprises face challenges. Government support and international aid bolster recovery efforts, though logistical issues and inflation remain significant hurdles. Looking ahead, integrating artificial intelligence and automation in retail processes is expected to enhance operational efficiency and customer experiences, fostering cautious optimism for sustained sector growth in Ukraine’s challenging environment.

THEORETICAL AND METHODOLOGICAL APPROACHES TO FORMING AN EFFECTIVE MANAGEMENT SYSTEM FOR INNOVATIVE ACTIVITIES OF BUSINESS STRUCTURES

Serhii Pavlovskyi, Olga Mohylevska, Anna Rebryna, Serhii Kravets — Mon, 30 Jun 2025 00:00:00 +0300

The article conducts a comprehensive study of theoretical and methodological approaches to the formation of an effective system for managing the innovative activities of enterprises, problems of the development of innovative entrepreneurship, in particular, the key elements of the innovation management system, the essence of innovative entrepreneurship, the problems of innovative activity of Ukrainian enterprises are analyzed. The theoretical and methodological foundations of the formation of innovation policy in the strategy for increasing the competitiveness of the entrepreneurial sector of the Ukrainian economy are highlighted. A study of the competitiveness of national entrepreneurship through the prism of innovation was conducted. A solution to the scientific task of increasing the competitiveness of the modern business structure in the context of forming an effective innovation policy of the enterprise was proposed. Particular attention was paid to the formation of an innovation strategy and strategic management of innovative development at the enterprise level, the need for interfunctional interaction of various departments that are directly involved in the organization and provision of innovative activity in the business structure. The issues of forming a competitive team of top managers were discussed from the point of view of the competency approach, which consists in the need to assess the ability of managers to work in conditions of a high level of cohesion and the need to recognize the priority of a common result, the complexity of conducting innovative activity, which is characterized by increased risk. The attention is focused on the importance of forming innovative activity of entrepreneurship within urban territorial systems in the context of globalization and growth of competitiveness; on the need to study innovative development taking into account the development of technological systems, the creation of scientific and technological clusters, the introduction of innovative business processes, digital technologies in management within the framework of cooperative relations and strategic partnerships with government structures, the private sector and scientific institutions, the creation of effective systems for managing the innovative activity of business structures in the conditions of public-private partnership. It is substantiated that the formation of an effective innovation policy of a business structure contributes to achieving a competitive position in the market and sustainable development in the long term.

ANALYSIS OF COMMUNICATION SYSTEM ISSUES IN UKRAINIAN IT COMPANIES

Oksana Sydorenko, Ihor Cheremskyi — Mon, 30 Jun 2025 00:00:00 +0300

Thе article presents a comprehensive analysis of the Ukrainian IT market, focusing on the specific challenges of internal communication within IT companies. By analyzing the results of the annual DOU.ua survey, the study identifies key trends in how employees perceive various aspects of their corporate environment. The research reveals that the lowest scores are consistently observed in the information and management components of communication systems. This highlights a systemic problem in how information is disseminated to employees and the transparency of management decisions. These deficiencies are particularly evident in areas such as employee satisfaction with compensation levels and opportunities for career advancement. The analysis emphasizes that, regardless of company size, these two communication components consistently underperform compared to others. The article also examines the underlying reasons for these low scores, directly linking them to communication breakdowns. For instance, dissatisfaction with compensation often stems from a lack of clear communication regarding salary structures and criteria for changes, while issues with career development are frequently tied to insufficient information about training opportunities and career advancement paths. Through a detailed correlation of survey questions with the four main components of a communication system (information, technical, social, and management), the study provides a nuanced understanding of where communication efforts fall short. A SWOT analysis of the communication landscape in the Ukrainian IT market further consolidates these findings, identifying strengths such as a developed social environment and high technical provision, alongside significant weaknesses like limited feedback, inadequate development opportunities, and dissatisfaction with compensation. In conclusion, the study underscores the critical need for Ukrainian IT companies to refine their communication strategies. Effective communication systems must address these identified shortcomings by enhancing transparency in management decisions, establishing regular two-way feedback mechanisms, and ensuring clear communication about professional development opportunities and working conditions. Prioritizing these areas will not only improve employee satisfaction and loyalty but also mitigate risks such as talent outflow and negative employer branding in a competitive market.

THE IMPACT OF INTERNATIONAL CONFLICTS ON THE TRANSFORMATION OF INTERNATIONAL MARKETING STRATEGIES

Oleksandr Sokhatskyi, Nazar Hlukhyi — Mon, 30 Jun 2025 00:00:00 +0300

This article explores the effects of international armed conflicts on the evolution of international marketing strategies employed by transnational corporations. As global geopolitical instability intensifies—through events such as the Russian invasion of Ukraine, and ongoing hostilities in the Middle East, Africa, and Asia—corporate marketing frameworks are compelled to adapt significantly on both strategic and tactical levels. The article aims to identify key models of corporate marketing adaptation in wartime environments and to analyze the core factors influencing changes in consumer behavior, supply chains, branding strategy, and promotional communication. The methodological approach integrates case study analysis, content analysis of wartime marketing campaigns, PEST analysis, and secondary examination of statistical reports from authoritative international institutions including UNCTAD, the OECD, the IMF, and WARC. The study reveals four principal vectors of international marketing transformation under conflict-induced destabilization: pricing and product portfolio adjustments aligned to crisis economies; geographic reorientation away from conflict zones toward stable markets; the emergence of ethical and empathetic brand communication reflecting social responsibility; innovative distribution mechanisms adapted to disrupted logistics infrastructures. The article further presents practical illustrations of how companies such as Nestlé, IKEA, Carlsberg, McDonald's, and Nova Poshta have successfully implemented flexible strategies in response to wartime constraints. Their examples demonstrate that the ability to rapidly reconfigure marketing approaches in alignment with sociopolitical disruptions is crucial for resilience and continuity. The findings highlight the growing importance of strategic flexibility, proactive crisis management, and context-aware communication in global marketing under conditions of armed conflict. In addition to practical implications for global firms, the study offers theoretical contributions by framing conflict-driven marketing adaptation within a dynamic strategic context. Future research could extend this approach through longitudinal studies or comparative regional analyses to better understand industry-specific resilience factors. These findings are expected to benefit corporate planners, marketers, and crisis managers working in volatile geopolitical environments.

FEATURES OF MARKETING STRATEGIES OF ENTERPRISES ON THE PLANT PROTECTION PRODUCTS MARKET

Ihor Stepanets — Mon, 30 Jun 2025 00:00:00 +0300

The article summarizes scientific approaches to understanding the essence of the category "marketing strategy", identifies the features of the application of marketing strategies in the activities of resource-providing enterprises of the agricultural sector, including the plant protection products market. It is proven that the functioning of the plant protection products market is important for ensuring the food and environmental security of the state. It is substantiated that the use of high-quality plant protection products allows agricultural enterprises to more effectively conduct economic activities in crop production, increase the competitiveness of agri-food products in the market. The features of the formation of demand and supply for plant protection products are identified. The main features of marketing strategies in the plant protection products market in modern conditions are identified. Taking into account the requirements of modern marketing concepts and the competitive environment of the crop protection market, three marketing strategy tasks can be distinguished, which are closely related: introducing innovations into production, ensuring sustainable development of agribusiness, and increasing the competitiveness of the final product. When implementing marketing sales functions in the crop protection market, special attention is paid to transportation, that is, the physical movement of the product from the place of production to the consumer and resources to agricultural enterprises. For the market of plant protection products, logistics aspects are extremely important: accuracy and speed of order fulfillment; transportation by segments. The elements of the implementation of the marketing strategy of enterprises in the crop protection market include the process of training farmers, other agricultural producers, and factors that affect the final efficiency of management. Plant protection products allowed for use not only require special training of sales representatives, but also meet the requirements for minimizing risks for the agricultural sector and all relevant sectors of the economy that may be affected by plant protection products. The features of marketing strategies in the crop protection market include: orientation to the long-term planning horizon and strategic marketing; the importance of pricing policy, the use of innovations, the feasibility of using vertical and horizontal integration strategies, the impact of global markets and the export orientation of business on marketing strategies.

INVESTMENTS AND INNOVATION IN INTERNET MARKETING AS A COMPONENT OF MARKETING COMMUNICATIONS IN THE SYSTEM OF STRATEGIC MANAGEMENT OF STARTUPS ON THE NATIONAL AND INTERNATIONAL MARKET OF GOODS AND SERVICES IN CONDITIONS OF UNCERTAINTY

Mon, 30 Jun 2025 00:00:00 +0300

The article examines the significance and effectiveness of investing in marketing communications for startups, particularly through the lens of innovative strategies. The primary objective of the study is to explore the impact of marketing investments and the application of cutting-edge technologies in achieving sustainable growth and enhancing the competitive edge of startups in the marketplace in conditions of uncertainty. To achieve this goal, various research methods were employed, including analysis, synthesis, generalization, induction, deduction, and tabular methods. These approaches involved a thorough review of literature, synthesis of contemporary marketing tools, and analysis of case studies from successful startups. The focus is placed on leveraging artificial intelligence, content marketing, social media strategies, and other innovative approaches. The gathered data provides a comprehensive understanding of how startups can effectively utilize these tools to meet their marketing objectives. The article delves into key elements of marketing communications, such as creating valuable content, targeted social media engagement, search engine optimization, email marketing, and influencer collaborations. It discusses how these strategies can help startups stand out among competitors and achieve market success. The findings confirm that strategic investments in marketing communications are crucial for startup success. Innovative marketing strategies, including the adoption of artificial intelligence, predictive analytics, and personalized approaches, significantly enhance the effectiveness of communication campaigns. These strategies contribute to a better understanding of customer needs and increased engagement levels. Integrating these strategies into the overall strategic management framework allows startups not only to adapt to rapidly changing market conditions but also to ensure sustained business growth and stability.

MECHANISMS OF IMPLEMENTATION OF THE STATE HEALTH POLICY OF UKRAINE IN THE CONDITIONS OF EUROPEAN INTEGRATION

Stepan Chupryna — Mon, 30 Jun 2025 00:00:00 +0300

The article examines the transformation of the health care system of Ukraine in the context of social challenges and European integration. Particular attention is paid to the specifics of the medical management, which requires a socially oriented and flexible approach. The attention of the Ministry of Health of Ukraine and the Center for Public Health in the implementation of strategic initiatives, including the creation of regional centers, highlights the need for modernization of the industry in conditions of social instability, digitalization, is focused. Ukraine's international obligations within the WHO and the growing importance of the humanitarian approach to health are considered. It is focused on the importance of the European Development Vector, including adaptation to EU standards, the introduction of an electronic health care system (EHealth) and the implementation of the strategy by 2030. The strategy of development of the health care system by 2030 is focused on patient -centrism, inclusivity, development of human capital and close cooperation between the state with civil society. Personnel policy is aimed at forming an effective system of selection, development and maintenance of medical staff, which meets modern European standards. The importance of personnel policy to improve the quality of services and competitiveness of staff, as well as the priority of professional development of medical workers, is revealed. The role of strong, accountable institutions, transparency of decisions and public trust in the implementation of reforms is emphasized. Ukraine's European integration provides for a deep harmonization of professional requirements, budget planning and financial protection mechanisms. Successful implementation of reforms requires strong, transparent and accountable institutions that can provide effective management, financial protection and fair access to services. In the process of European integration, Ukraine has to harmonize professional requirements, improve regulation of the medical sphere and ensure transparency of budgetary processes, which are key to achieving European health standards.

METHODOLOGICAL APPROACH TO ENSURING ENVIRONMENTAL AND ECONOMIC SECURITY OF THE ECONOMIC ACTIVITY OF AGRICULTURAL ENTERPRISES

Andrii Shchebel, Oleksandr Kolpak, Artur Serdyuk — Mon, 30 Jun 2025 00:00:00 +0300

The need to ensure ecological and economic security is justified, taking into account that agriculture is a key sector of the economy that guarantees the country's food security and a source of significant environmental burden, which arises as a result of the intensive use of land, water and energy resources, the use of agrochemicals and greenhouse gas emissions. The essence of ecological and economic security is determined. A methodological approach to ensuring ecological and economic security in agricultural enterprises is developed, which involves the systematic integration of environmental criteria into the production management process. Its basis is the development of effective management decisions based on the analysis of the impact of production on the environment, assessment of resource efficiency, compliance with environmental legislation and the formation of a corporate culture focused on environmental principles. The main criteria for the ecological and economic security of an agricultural enterprise are highlighted: stability of production with minimal impact on the environment; reduction of resource intensity of products; ecological profitability of innovations; preservation of the natural potential of the territory. The stages of implementing a methodological approach to ensuring the ecological and economic security of the economic activities of agricultural enterprises are proposed. It is determined that the proposed methodological approach not only increases the economic efficiency of agricultural production, but also ensures its environmental sustainability. The main results of the implementation of the methodological approach to the formation of ecological and economic security are summarized. It is substantiated that the implementation of the proposed methodological approach contributes to achieving a balance between economic benefit and environmental responsibility, which allows minimizing risks, increasing the competitiveness of the enterprise and ensuring its positive image in the long term.

IMPACT OF THE DEVELOPMENT OF THE TRANSPORT LOGISTICS SYSTEM OF THE INDUSTRIAL MARKET ON THE ECONOMY OF UKRAINE

Viktor Yuriev — Mon, 30 Jun 2025 00:00:00 +0300

The article analyzes the changes that will occur in the transport and logistics system of Ukraine in the conditions of war and infrastructure reconstruction. It is emphasized that an effective system of transportation, storage and processing of goods is critically important for the continuity of production processes and the formation of competitive advantages of the industrial complex. The role of the development of logistics infrastructure as one of the main priorities of the state economic policy of Ukraine is noted. It is considered how the development of railway, sea and road logistics affects the stabilization of industrial production, increasing the potential for exports and strengthening the macroeconomic stability of the country. The important role of railway transport is indicated, which provides more than 170 million tons of transportation, including ore and grain as the main export goods that keep foreign exchange earnings at the level necessary to maintain macro-financial stability. In the conditions of the current stage of the war, the development of railway transport continues to be one of the main factors contributing to the stabilization of industrial production and supporting the export activity of Ukraine. The challenges that hinder the further development of railway logistics are analyzed and ways to overcome them are proposed. The role of maritime transport logistics is emphasized, which remains one of the key factors supporting the export potential of Ukraine, especially in conditions of martial law. Data for 2024 indicate a significant revival of the port sector, which has a direct impact on the stabilization of industrial production and foreign economic operations of the country. A structural analysis of maritime cargo flows has been conducted, which indicates a certain stabilization of the logistics situation in the Black Sea. It is noted that despite the positive dynamics, challenges remain due to the presence of security risks for shipping in the Black Sea, the blockade of the ports of Mykolaiv and the loss of part of cargo flows by the Danube ports, which necessitates the development of state support for alternative logistics routes and diversification of transport flows. The main results of the development of the transport logistics infrastructure of Ukraine in 2023-2024 are analyzed. The main indicators for freight transportation by rail, cargo processing in ports, road infrastructure restoration and investment attraction in logistics are presented. The main geopolitical, economic and institutional restraining factors of development and challenges faced by manufacturing enterprises are highlighted, such as personnel shortage, regulatory fragmentation, significant destruction of infrastructure, increased risks for investors and lack of investment, increased production costs, reduced export potential and slowing down the overall development of the economy, poor-quality logistics services, worn-out transport networks, limited capacity of border infrastructure, low level of digitalization and lagging behind multimodal transportation. The main directions of state policy are identified, which include the restoration of infrastructure with the participation of international assistance, namely, priority financing of projects for the restoration of roads and railways, port and airport facilities, integration into the EU logistics system (TEN-T), adaptation of Ukrainian standards of logistics operations to European norms, digitalization of logistics processes, which can significantly reduce the cost of time and resources, increase transparency in the field of logistics operations, as well as improving the regulatory environment. The impact of the development of the transport logistics system on the economy of Ukraine in war conditions is studied, taking into account significant destruction of infrastructure, temporary occupation of certain areas, transfer of logistics flows and changes in the structure of industrial production.The role of transport logistics as a strategic tool for the restoration of the economy of Ukraine and its integration into global markets in the long term is indicated. The proposed study may be useful to analysts of the transport logistics system, scientists, international organizations, transport associations, state and local authorities. The future focus of research will be on studying the role of the transport logistics system in the country's post-war reconstruction over the long term.