DOI: 10.37332/2309-1533 EDITOR-IN-CHIEF Yuriy Klapkiv Ph.D., assoc. prof. DEPUTY EDITOR-IN-CHIEF Anton Stelmashchuk Dr.Sc. (Econ.), prof. RESPONSIBLE SECRETARY Petro Putsenteilo Dr.Sc. (Econ.), prof. The topics: international economic relations; economy and innovative development of the national economy; economy and competitiveness of the enterprises; the economic policy of regional development and local government; demography, population employment and social – economic policy; statistics, accounting, analysis and audit; financial–сredit and monetary policy; information technology and economic security. Founder of the journal: HEI «Podillia State University» Ternopil State Agricultural Experimental Station of the Institute of Feeds Research and Agriculture of Podillia of NAAS. ISSN 2309-1533 (Print) ISSN 2310-4864 (Online) The scientific journal INNOVATIVE ECONOMY is indexed by: Google Scholar INDEX COPERNICUS (ICV 2021: 98.37) ERIH PLUS Eurasian Scientific Journal Index (ESJI) ResearchBib Polska Bibliografia Naukowa Crossref Directory of Research Journals Indexing (DRJI) Open-Access Journals National Library of Ukraine Vernadsky Founded in 2006 Language – Ukrainian, Russian, English (Multiple) Periodicity – quarterly
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FINANCIAL COMPETITION OF COUNTRIES AND TRANSFORMATION OF TAX STRATEGIES IN CONDITIONS OF GLOBAL UNCERTAINTY AND HYBRID CHALLENGES
Bukovskyi M.M., Mykhaylyak Y.Z. FINANCIAL COMPETITION OF COUNTRIES AND TRANSFORMATION OF TAX STRATEGIES IN CONDITIONS OF GLOBAL UNCERTAINTY AND HYBRID CHALLENGES Purpose. The aim of the article is to substantiate the transformation of tax strategies aimed at maintaining economic activity and financial competitiveness of countries in a global environment characterized by a high level of uncertainty and the presence of hybrid challenges. Methodology of research. The methodological basis of the study is created by a set of general scientific and special approaches that allowed for a systematic study of financial and tax competition in the context of global uncertainty and hybrid challenges. The following methods are used in the work: theoretical generalization – to substantiate the content of the concepts of “financial competition” and “tax strategy”; systemic approach – to determine the relationship between global challenges, economic security and tax strategies of the state; statistical, analysis and synthesis – to assess the main changes in tax systems; comparative analysis – to compare tax models of different countries; abstract and logical method – to generalize the directions of transformation of tax strategies in the context of global uncertainty, and to formulate conclusions. Findings. It is substantiated that the global polycrisis caused by energy, financial, technological and security shocks have strengthened the role of fiscal policy in ensuring the stability of states. It is established that financial competition is multi-level in nature; therefore, it often intersects with tax competition in practice, because under the influence of hybrid challenges, countries can be attractive for investment through improving tax systems, introducing incentives, increasing transparency and harmonizing fiscal norms. The state of global economic uncertainty and its impact on financial competition are assessed. Trends in corporate taxation in the world that contribute to the formation of fairer tax architecture are analysed. The features of the formation of Ukraine's tax strategy are clarified, including from the beginning of 2022. The parameters of the transformation of tax strategies are substantiated, in particular, adaptability, sustainability, digitalization, environmental orientation, social justice, etc. Originality. The substantiation for the transformation of tax strategies implemented at the global, regional and national levels has been further developed. This transformation is due to the need to take into account fiscal sustainability, institutional capacity and security guidelines in the context of increasing global uncertainty. The mechanism of the influence of hybrid challenges on the structure of financial competition of states was revealed and the need to integrate tax policy into the system of economic security was proven. Practical value. The obtained results can be used by public administration bodies to develop tax strategies aimed at increasing financial stability and ensuring financial competitiveness, forming a predictable tax environment, harmonizing national fiscal policy with international standards, as well as when developing programs for the post-war recovery of the Ukrainian economy. Key words: financial competition, tax competition, tax strategy, global uncertainty, hybrid challenges and threats, fiscal policy, financial system, economic security, BEPS, digitalization, investments, competitiveness of countries.
FINANCIAL INSTRUMENTS FOR SUPPORTING ENTREPRENEURSHIP IN THE AQUACULTURE SECTOR: INTERNATIONAL EXPERIENCE AND UKRAINIAN REALITIES
Prysiazhniuk N.M., Horchanok A.V., Hubanova N.L., Yakovyshyn Ya.V. FINANCIAL INSTRUMENTS FOR SUPPORTING ENTREPRENEURSHIP IN THE AQUACULTURE SECTOR: INTERNATIONAL EXPERIENCE AND UKRAINIAN REALITIES Purpose. The aim of the article is to substantiate the theoretical foundations and generalize international experience in the application of financial instruments to support entrepreneurship in aquaculture, as well as to develop practical recommendations for adapting these mechanisms to Ukrainian realities, taking into account modern social and economic challenges and the needs of the post-war restoration of the agricultural sector. Methodology of research. A set of research methods that provide a comprehensive analysis of financial instruments for supporting aquaculture is used in the article. The method of a systems approach is used to reveal the relationship between state policy, international programs and entrepreneurial initiatives. Comparative analysis allowed us to explore the differences in financing aqua-entrepreneurship between Ukraine and leading countries of the world. Based on the statistical method, the volume of financial support and its effectiveness in dynamics are analysed. The generalization method is also applied, which made it possible to formulate practical recommendations for improving the Ukrainian aquaculture support system. Findings. The results of the study showed that international experience confirms the key role of state financial support in the development of competitive aquaculture. It was found that direct financing, lending and grant programs create a multiplier effect, stimulating the attraction of private investment. In the EU, Canada and Asia, aquaculture has been transformed into a strategic sector of the economy due to active state participation. At the same time, in Ukraine financial instruments remain limited and require institutional improvement and integration of international practices. Thus, it was established that increasing the effectiveness of financial support mechanisms is a key prerequisite for activating the entrepreneurial potential of aquaculture. Originality. For the first time, the mechanisms of state and international support for the development of aqua-entrepreneurship (budget subsidies, credit instruments, grant programs, risk insurance) were generalized and organized from the standpoint of their impact on increasing the investment attractiveness of the industry. The peculiarities of the functioning of financial instruments in Ukraine were identified and it was substantiated that their further improvement requires the implementation of the most effective international approaches. The conceptual principles of a synergistic combination of state support and private capital as a key factor in the long-term and sustainable development of entrepreneurship in the aquaculture sector were developed. Practical value. The practical application of state support mechanisms will allow creating an effective system of financial support for aquaculture, focused on long-term investment growth and sustainability of the industry. The introduction of specialized credit programs for fish farming will ensure the availability of loan capital for small and medium-sized producers, and the formation of a national aquaculture development fund will allow accumulating targeted resources for the modernization of the production base. The introduction of an aqua insurance system will help minimize environmental and market risks and increase the investment reliability of the sector. Stimulating cooperative and cluster models will help increase efficiency, reduce transaction costs, and expand sales opportunities. The integration of aquaculture into global green financing programs opens up opportunities for attracting ESG investments and issuing “green” bonds, which will allow diversifying sources of financial revenues and forming a sustainable financial basis for the development of aqua entrepreneurship. Key words: aquaculture, financial instruments, entrepreneurship, state support, investments, international experience, food security, lending, grant programs.
THE IMPACT OF MILITARY AND ECONOMIC SHOCKS ON HUMAN RESOURCES IN THE MANAGEMENT SYSTEM OF INDUSTRIAL ENTERPRISES
Huk V.V. THE IMPACT OF MILITARY AND ECONOMIC SHOCKS ON HUMAN RESOURCES IN THE MANAGEMENT SYSTEM OF INDUSTRIAL ENTERPRISES Purpose. The aim of the article is to diagnose the impact of military and economic shocks on the human resources of industrial enterprises in Ukraine and to develop management recommendations to increase their resilience. Methodology of research. The methodological basis is a systematic and comparative approach to the analysis of the labour market and HR practices in industry. The analysis of statistical data from international organizations and national institutions (OECD, KSE, Bank of Israel, DTDA, US–Ukraine Business Council, Frontliner) was used, the results of modern scientific works on personnel management in crisis and war conditions were summarized, and the Ukrainian experience was compared with the practices of other countries experiencing armed conflicts or deep economic shocks. Findings. It is shown that the combination of military and economic shocks creates double pressure on labour supply and demand: mass mobilization, external and internal migration, and the destruction of the industrial base lead to an acute shortage of personnel, a change in the gender and professional structure of employment, and an increase in labour costs, while a decline in demand, financial difficulties, and the destruction of logistics limit the possibilities for job creation. Based on Ukrainian data, the scale of personal losses and structural shifts in the labour market are characterized, in particular, the redistribution of vacancies between sectors and the increase in demand for blue-collar professions, defence specialists, and mental health specialists. A comparison with the experience of Israel and the lessons of the COVID-19 pandemic allowed us to show common features (labour shortage, reassessment of the importance of flexible forms of employment, digitalization of HR processes) and differences in the dynamics of unemployment and wages. The tools for adapting industrial enterprises to personnel shortages and uncertainty (internal mobility and retraining, digitalization of personnel management, mental health support, work with vulnerable groups) have been systematized and eight key areas for improving HR management in conditions of prolonged shocks have been formed. Originality. The content of the category “military-economic shocks” in relation to the management of human resources of industrial enterprises has been clarified, a conceptual framework for analysing HR systems through the prism of supply shocks (mobilization, migration, destruction of infrastructure) and demand shocks (decline in production, quarantine restrictions, decline in investments) has been proposed. For the first time, based on the integration of macroeconomic indicators, labour market data and practices of individual countries, the complex impact of military and economic shocks on the human resources of industrial enterprises of Ukraine has been systematically described. Practical value. The proposed approaches and recommendations can be used by heads of industrial enterprises, HR directors, personnel services specialists and state authorities when developing recovery and development strategies in the war and post-war periods. The formulated directions of action create a practical basis for strengthening the resilience of HR systems of industrial enterprises and reducing long-term losses of human capital. Key words: labour market, personnel shortage, digitalization of personnel management, mobilization, external and internal migration, structural shifts in the labour market, redistribution of vacancies.
DIAGNOSTICS OF THE PROBABILITY OF BANKRUPTCY OF AN AGRICULTURAL SECTOR ENTERPRISE
Fedoryshyna L.M., Artemchuk D.V. DIAGNOSTICS OF THE PROBABILITY OF BANKRUPTCY OF AN AGRICULTURAL SECTOR ENTERPRISE Purpose. The aim of the article is to analysis of the operating environment of agricultural enterprises and determination of the probability of bankruptcy of LLC AE “AHROS-VISTA” with a comparison of the results obtained using different models. Methodology of research. The following general and special research methods were used to achieve the set goal, in particular: analysis, monographic, abstract and logical, systematization ‒ to study the problems of agricultural enterprises and their characteristics, and to evaluate the performance indicators of enterprises; Lees and Taffler models ‒ to determine the probability of bankruptcy of LLC AE “AHROS-VISTA” in 2022‒2023; tabular ‒ for a visual presentation of the initial data and calculations performed. Findings. Key problems of the functioning of agricultural enterprises were identified, including external risks associated with military operations; volatility of world and domestic markets; financial and credit constraints; technological and innovation challenges; personnel problems; climate and natural risks; uneven regional development; regulatory and institutional risks. The performance indicators of enterprises under СTЕA A01 (Classification of types of economic activity A01) Crop and animal production, hunting and related service activities for 2020-2024 were analysed. The probability of bankruptcy of LLC AE “AHROS-VISTA” was diagnosed using the Lis and Taffler models based on data from 2022‒2023 and it was found that it is not threatened with bankruptcy, since the calculated values significantly exceed the limit values. Originality. The study of the operating environment of agricultural enterprises with the identification of key challenges, as well as determination of the probability of bankruptcy of an agricultural enterprise, has received further development. Practical value. The results of the study can become the basis for further scientific research in the context of improving existing/searching for new models for predicting the probability of bankruptcy of agricultural enterprises, taking into account its specifics (dependence on weather conditions, uneven cash flows, volatility of the world agricultural market, etc.). Key words: agricultural sector, enterprise, bankruptcy, Lis model, Taffler model, diagnostics, risk, probability of bankruptcy.
INSTITUTIONAL AND ECONOMIC ASPECTS OF THE DEVELOPMENT OF THE SUNFLOWER MARKET
Datsenko I.V. INSTITUTIONAL AND ECONOMIC ASPECTS OF THE DEVELOPMENT OF THE SUNFLOWER MARKET Purpose. The aim of the article is a comprehensive analysis of the institutional and economic aspects of the development of the sunflower market in Ukraine, as well as determining the prospects and directions of its sustainable transformation in the context of global instability and military challenges. Methodology of research. The research methodology is based on a combination of theoretical and applied approaches, which provided a comprehensive analysis of the institutional and economic aspects of the development of the sunflower market. The dialectical method and system analysis were used to identify the relationship between economic and institutional factors, which allowed us to consider the market as a holistic system with a multi-level structure and interaction of the main actors. Economic and statistical methods were used to assess the dynamics of production, exports, price fluctuations and the level of market concentration, which made it possible to trace the key trends in its development. A comparative analysis of international experience was also used, which made it possible to identify ways to adapt leading world practices to Ukrainian conditions. Findings. The results of the study showed that the Ukrainian sunflower market has strategic potential, but its development is limited by institutional and economic factors. Dependence on external markets, high concentration of exports, price instability and imperfect state regulation were identified. The institutional environment is formed under the influence of formal mechanisms (legislation, state policy) and informal factors (market practices, partnerships). The role of state regulatory mechanisms in ensuring market stability in the face of military challenges and global instability was clarified. Export diversification, development of storage and processing infrastructure, and strengthening of institutional support are necessary to ensure market stability. The obtained results create a basis for improving the organizational and economic mechanism and increasing the competitiveness of the sunflower market. Originality. Conceptual approaches to improving the organizational and economic mechanism are proposed, which involve adapting best international practices to Ukrainian conditions in order to increase competitiveness and strengthen food security. It is substantiated that the dominance of crude sunflower oil production hinders the possibility of creating high added value in processing chains. Promising areas of diversification include expanding the production of further processed products - margarines, mayonnaises, food concentrates, protein ingredients, as well as technical oils for the needs of bioenergy and industrial production. At the same time, it is advisable to stimulate domestic demand, which is significantly lower in level compared to the dominant export segment. The growth of the domestic market can act as an additional stabilization tool for producers during periods of external economic and geopolitical upheavals. Practical value. The provisions proposed in the study can be used in the formation of mechanisms for diversifying export flows, improving the regulatory system, and stimulating domestic processing of sunflower products. The application of the outlined approaches will help strengthen institutional support for the agricultural sector, increase the efficiency of the use of production resources, and reduce the industry's sensitivity to external shocks. The obtained results can serve as a practical basis for agricultural enterprises, specialized associations, and government agencies in forming development strategies and strengthening the competitive positions of the Ukrainian sunflower market. Key words: sunflower market, institutional and economic aspects, institutional environment, state regulation, export, food security, agricultural sector, competitiveness, economic development, international experience.
E-LOGISTICS AS A DRIVER OF ADAPTABILITY AND PERFORMANCE IN SUPPLY CHAINS
Semaniuk V.Z., Papinko A.I., Vitruk M.O., Drozhak V.O. E-LOGISTICS AS A DRIVER OF ADAPTABILITY AND PERFORMANCE IN SUPPLY CHAINS Purpose. The aim of the article is to substantiate the theoretical foundations and systematize the mechanisms by which e-logistics, as a component of the digital transformation of business processes, ensures the flexibility, efficiency, and sustainability of supply chains in the conditions of the global electronic economy. Methodology of research. Systemic and process approaches were used to analyse the structure of e-logistics as an integrated digital ecosystem. The study used a set of theoretical and analytical methods that ensured a systemic understanding of e-logistics transformations and the formation of an integrated concept of digital supply chain architecture. A systematic approach was used to analyse e-logistics as a coordinated ecosystem of digital processes. Structural and logical analysis was used to build a model of “four dimensions of process implementation” and systematize the elements of digital logistics. Comparative analysis made it possible to compare traditional logistics systems with new-generation digital ecosystems. A descriptive-analytical method was used to characterize digital platforms and electronic document management, which made it possible to generalize modern e-logistics practices. To identify the interrelationships between the elements of digital logistics, a model of “four dimensions of process implementation” was developed, which allows for a comprehensive assessment of the information, communication, transactional, and supply aspects of supply chain functioning. Findings. The research demonstrates that digital transformation fundamentally changes the conceptual nature of logistics — from a linear to a network-based model grounded in the interaction of autonomous digital components. The synergy between electronic document management and automated communication improves decision-making speed, reduces transaction costs, and increases the flexibility of logistics processes. The developed “four-dimensional process implementation model” illustrates how the integration of informational and physical flows forms an adaptive architecture of digital logistics. The proposed concept of document autonomy, based on blockchain and smart contract technologies, represents a new stage in e-logistics development and serves as a foundation for creating strategic, self-regulating supply chain networks. Originality. The research improves the theoretical and methodological framework of e-logistics as a systemic determinant of supply chain adaptability. It introduces, for the first time, an integrated model of digital logistics combining four dimensions of process realization, as well as a concept of autonomous documents as a foundation for building self-organizing strategic networks. Practical value. The findings can be applied by enterprises to optimize logistics processes through the digitalization of document flow, communication, and operational management. The implementation of autonomous information services enhances coordination efficiency, reduces costs, and ensures the stability of supply chain operations under conditions of global market turbulence. Key words: e-logistics, logistics costs, digital transformation, supply chains, flexibility, autonomous documents, blockchain, smart contracts, strategic networks.
INCLUSIVE MANAGEMENT: GENESIS OF EMERGENCE, TOOLS OF IMPLEMENTATION AND SOCIO-ECONOMIC EFFICIENCY
Zhukovska A.Yu., Panasyuk V.M. INCLUSIVE MANAGEMENT: GENESIS OF EMERGENCE, TOOLS OF IMPLEMENTATION AND SOCIO-ECONOMIC EFFICIENCY Purpose. The aim of the article is to study the genesis of the concept of inclusive management, identify and systematize the mechanisms and tools for its implementation, and outline the directions for its effective application in modern organizations. Methodology of research. A historical-evolutionary approach was used to reconstruct the formation of the concept of inclusive management, structural-functional and comparative analysis (to identify the role and significance of inclusive-management mechanisms within organizational management systems), methods of classification and systematization (to compile the set of mechanisms and their corresponding toolkits) and analytical generalization (to develop phased recommendations). Findings. Based on the research results, the genesis of the concept of inclusive management was systematized; the theoretical and methodological prerequisites that determined its emergence and development, as well as the approaches to its further evolution, were outlined. The key mechanisms of inclusive management were identified: cross-cultural management, age management, gender-responsive management, talent management, case management, intersectional management, and universal design. Additionally, the system-forming role of universal design and the integrative function of intersectional management were substantiated. For each mechanism, its functional role within the inclusive management system and the tools for practical implementation were defined. On this basis, step-by-step recommendations for introducing inclusive management into the practice of modern organizations were formulated. Originality. For the first time, a model of the genesis and further development of the concept of inclusive management was developed, and a comprehensive classification of inclusive management mechanisms with defined functional roles and tools was proposed, enabling the integration of inclusivity principles into organizational management systems and enhancing their adaptability to modern challenges. Practical value. The research results can be applied in the management practice of organizations and public institutions to implement the principles of inclusivity and enhance management efficiency. Key words: inclusive management, mechanisms of inclusive management, universal design, intersectional management, gender-responsive management, talent management, case management, cross-cultural management, age management, socio-economic efficiency.
INVESTMENT ATTRACTIVENESS OF THE ECONOMY IN THE CONTEXT OF ECONOMIC POWER INSTITUTIONS TRANSFORMATION
Pylypenko H.M. INVESTMENT ATTRACTIVENESS OF THE ECONOMY IN THE CONTEXT OF ECONOMIC POWER INSTITUTIONS TRANSFORMATION Purpose. The aim of the article is to improve the categorical apparatus of the investment sphere by distinguishing concepts that reflect the process of making investment decisions and clarifying the role of economic power in ensuring the investment attractiveness of the country. Methodology of research. The study is based on the use of the method of scientific abstraction, combining of which with a systemic approach allowed us to distinguish the concepts of «investment attractiveness», «investment potential», «investment climate» and «economic power». By applying the structural-functional method, the elements of economic power were identified and their connection with the concept of “state power” was demonstrated. The empirical basis of the study was UNCTAD reports on world investment. Findigs. The analysis of theoretical and methodological approaches used in domestic economic science in the study of factors affecting the formation of investment attractiveness of the national economy was carried out. It was found out that in economic discourse, such concepts as “investment attractiveness”, “investment potential”, “investment climate”, “economic power” coexist and are often used as synonyms. On the basis of the application of the subject-object approach to the study of economic phenomena and processes, a distinction was made between similar, although different in content, concepts that form the categorical apparatus of investment theory. The key factor of influence on the conditions of investment activity in a certain territory, and, accordingly, on the possibility of attracting foreign investments, is found to be the economic power. The latter is considered as the power of the state, which is manifested in the ability of the government to create laws and ensure their implementation, to conduct an effective tax policy, to establish the limits of freedom and necessity between economic entities, as well as to form the economic consciousness of the nation through ideological levers. The connection of these forms of manifestation of economic power with political power creates a basis for considering the strength of the state and its ability to implement control over economic resources within the national economy. On the basis of the analysis of global trends in international capital movement, the correlation between economic power and the state's ability to form investment potential and create a favourable investment climate for attracting foreign direct investment to its territory is demonstrated. Originality. It was established that the categories “investment potential” and “investment climate” reflect the objective side of investment activity, while the concept of “investment attractiveness” is a subjective reflection of the conditions and factors of the national economy that affect the expected profitability of investments. It is proven that the objective conditions of investment activity are formed under the influence of economic power, the basis of which is the power of the state. Practical value. Clarification of concepts that reflect the processes of investment decision-making is of important methodological and practical importance. On the one hand, this allows to establish cause-and-effect correlations between phenomena, and on the other hand, to form an effective system of economic policy levers aimed at forming the investment attractiveness of the national economy. Key words: investment attractiveness, investment climate, international capital flows, foreign investments, GDP, sustainable development, institutions of economic power, new configuration of economic power.
INNOVATIVE APPROACHES TO PRICING AND ASSORTMENT MANAGEMENT BASED ON ARTIFICIAL INTELLIGENCE
Okrepkyi R.B., Dudar V.T. INNOVATIVE APPROACHES TO PRICING AND ASSORTMENT MANAGEMENT BASED ON ARTIFICIAL INTELLIGENCE Purpose. The aim of the article is to study the impact of marketing pricing policy on product assortment management in the context of digitalization and to substantiate the feasibility of introducing artificial intelligence (AI) into pricing processes to improve business performance. Methodology of research. The article applies a systematic analysis of scientific sources and practical case studies of AI implementation in pricing. Theoretical generalization methods are used to develop a conceptual model for integrating AI into marketing pricing policy; the comparative method is applied to contrast traditional and AI-oriented approaches; statistical and analytical methods are employed to interpret quantitative data on the effectiveness of AI pricing. Findings. It has been established that traditional pricing methods (cost-based, competition-based, value-based) have limited adaptability to rapid changes in market conditions, reducing their effectiveness. The concept of AI pricing is proposed, which takes into account consumer behavioral data, demand dynamics, competitive actions, and seasonal factors in real time. The main functions of pricing policy and the role of Big Data in personalizing pricing decisions are identified. Originality. An integrated model of marketing pricing policy using AI tools has been developed, which ensures the synchronization of assortment management, dynamic pricing, and consumer behavioral analytics. This model allows you to simultaneously optimize your product portfolio and adjust pricing strategies in real time based on streaming data, predictive analytics, and target segment clustering. The integration of machine learning algorithms ensures deep individualization of commercial offers at the level of individual consumers, increasing the accuracy of pricing decisions, demand elasticity, and the overall profitability of the enterprise. Practical value. The main conclusions can be used by companies to develop adaptive pricing strategies, optimize assortment management, increase profitability, and improve marketing activities through personalized offers and prompt responses to changes in market conditions. Key words: marketing pricing policy, product policy, artificial intelligence, Big Data, dynamic pricing, assortment management, product life cycle, price personalization.
THE PROBLEM OF ACCESSIBILITY OF PSYCHOTEMPORAL MARKETING RESEARCH IN SMALL BUSINESS
Mykhailov A.R. THE PROBLEM OF ACCESSIBILITY OF PSYCHOTEMPORAL MARKETING RESEARCH IN SMALL BUSINESS Purpose. The aim of the article is scientific substantiation and finding practical solutions for improving the accessibility of psychotemporal marketing research in small businesses in Ukraine, as well as to identifying effective tools for their application in the digital economy. Methodology of research. The following methods were used in the work, namely, methods of analysis and synthesis of modern scientific sources, comparative analysis of marketing research tools, expert assessment methods, as well as empirical approaches – online surveys, digital analytics analysis, and modelling using the SPIN interviewing scheme. The use of applied methods made it possible to obtain practical data on the possibilities of implementing psychotemporal approaches in small enterprises. Findings. It has been proven that psychotemporal marketing, based on taking into account the psychological and temporal characteristics of consumer behaviour, contributes to improving the effectiveness of small business communications. The main barriers to its implementation have been identified: the high cost of classical neuromarketing research, the lack of specialized knowledge, and the limited resources of entrepreneurs. At the same time, it has been established that there are a number of low-budget tools (digital analytics, A/B testing, UX analytics, online surveys, cooperation with universities) that can replace or imitate full-fledged laboratory methods. Practical results of testing on the example of the small enterprise Step-Psy showed an improvement in customer retention rates, an increase in session duration, and a decrease in the bounce rate. Originality. The article systematizes modern psychotemporal tools available to small businesses for the first time and demonstrates their integration into the digital environment of entrepreneurship. A concept of democratization of marketing research is proposed, which involves the gradual introduction of simplified but effective methods of neuromarketing and behavioural economics for SMEs. Practical value. The results of the study can be used by small business entrepreneurs to optimize marketing strategies, increase customer focus, and build sustainable competitive advantages. They are also of interest to educational and scientific institutions that train specialists in the field of marketing, as well as to government programs for the digital transformation of entrepreneurship. Key words: psychotemporal marketing, small business, digital tools, neuromarketing, behavioural analysis, customer focus.
DEVELOPMENT OF THE CONCEPT OF RELATIONSHIP MARKETING
Lytiuk D.S. DEVELOPMENT OF THE CONCEPT OF RELATIONSHIP MARKETING Purpose. The aim of the study is to analyse the evolution of the concept of relationship marketing, identify its key characteristics, principles, and significance for modern enterprises, and substantiate the role of customer relationship management (CRM) as a strategic tool for enhancing the competitiveness of enterprises. Methodology of research. A comprehensive approach was used to achieve the stated purpose: literature analysis – to trace the prerequisites for the emergence, main development stages, and conceptualization of relationship marketing; comparative analysis – to distinguish between the concepts of “relationship marketing,” “partnership marketing,” and “loyalty marketing,” and to define key characteristics and principles of relationship marketing in comparison with transactional marketing; system analysis of CRM and Relationship Marketing Tools – to determine their impact on customer loyalty, profitability, and competitive advantage. This methodology allows the alignment of theoretical concepts with practical results of implementing relationship marketing in contemporary business conditions, particularly in Ukraine. Findings. The study establishes that relationship marketing functions as a strategic management philosophy that ensures the transition from short-term transactions to long-term mutually beneficial relationships with all key stakeholders. The main characteristics of this approach are identified, including long-term orientation, mutual benefit, trust, cooperation and consumer orientation. The role of CRM systems and the concept of customer lifecycle value (CLV) in increasing the efficiency of business processes, personalizing offers, and building customer loyalty are analysed. It is substantiated that the use of affiliate marketing enables companies to optimize interactions with suppliers and distributors, reduce risks, increase profitability, and create long-term competitive advantages. Originality. The scientific novelty lies in the generalization and systematization of approaches to relationship marketing through the integration of three key components: CRM management, Customer Lifetime Value (CLV) concept, and partnership marketing. The study substantiates that their combined application ensures the formation of long-term mutually beneficial relationships with stakeholders and contributes to enhancing the competitiveness of enterprises in the current market conditions. Practical value. The proposed relationship marketing tools can be implemented in enterprises across various sectors (industry, agriculture, trade, and services) to increase customer loyalty, optimize business processes, enhance profitability, and strengthen market positions. Utilizing CRM, CLV, and partnership marketing allows the creation of an integrated strategy that ensures long-term competitiveness and stability of the enterprise. Key words: relationship marketing, transactional marketing, customer relationship management, loyalty, partnership, evolution of marketing.
DEVELOPMENT OF THE AGRICULTURAL SECTOR OF THE ECONOMY OF UKRAINE IN THE CONDITIONS OF EUROPEAN INTEGRATION
Voloshchuk K.B., Voloshchuk V.R., Ilash O.M. DEVELOPMENT OF THE AGRICULTURAL SECTOR OF THE ECONOMY OF UKRAINE IN THE CONDITIONS OF EUROPEAN INTEGRATION Purpose. The aim of the article is to identify the main trends, consequences and deepen scientific approaches to substantiating scenarios for the development of the agricultural sector of Ukraine, while simultaneously identifying new opportunities for exporting products that are opening up in the context of European integration. Methodology of research. The following methods were used in the research process: analysis and synthesis – when studying the complex multi-component process of development of the agricultural sector of Ukraine, which requires harmonization of legal, economic and technical components in the context of European integration; dialectical and monographic – when studying the experience of the EU and Ukraine; using SWOT analysis, an interpretation of strengths and weaknesses, opportunities and threats was carried out; the Monte Carlo method was used to interpret the probability distribution of possible development scenarios; abstract and logical – when forming conclusions and proposals. Findings. Three possible scenarios for the development of the agricultural sector of the Ukrainian economy in the context of European integration have been identified: optimistic – expanding access to the EU and world markets, increasing investments in the processing industry and AgTech, improving logistics infrastructure with minor climate changes; basic – under conditions of preserving existing trade preferences, partial diversification of export destinations, and moderate investment injections; pessimistic – in the case of strict trade restrictions from the EU, escalation of hostilities or intensification of negative climatic factors, shortage of mineral fertilizers. Originality. Deepening scientific approaches to identifying trends and predicting possible scenarios for the development of the agricultural sector, identifying new opportunities for product exports based on an interactive innovative approach, developing and scaling breakthrough technologies and innovations from idea to reality, as factors for increasing productivity, ensuring sustainable and highly probable accelerated development and recovery of the Ukrainian economy in the conditions of European integration. Practical value. The results of the study have practical significance. In particular, a three-vector strategy for global cooperation and algorithms for selecting priorities were proposed. These can be used by both government authorities and business representatives to adapt the model to operational conditions and become the scientific basis for the development of mechanisms of contractual relations in the process of deepening trade and economic integration of Ukraine into the EU. The implementation of practical recommendations to stimulate investment in processing and diversification of production to support supply chains and risk insurance mechanisms will make it possible to avoid fluctuations in farm and personnel incomes and government revenues, and significantly reduce the gap in GDP per capita in Ukraine and the EU countries. Key words: sustainable development, agricultural sector, scenarios, diversification, export, adaptation measures, interactive innovations, European integration.
TRANSFORMATION OF THE EMPLOYMENT STRUCTURE IN COUNTRIES OF THE WORLD UNDER THE INFLUENCE OF DIGITIZATION AND HIGH-TECHNOLOGICAL DEVELOPMENT
Smіesova V.L., Bohdanov O.O. TRANSFORMATION OF THE EMPLOYMENT STRUCTURE IN COUNTRIES OF THE WORLD UNDER THE INFLUENCE OF DIGITIZATION AND HIGH-TECHNOLOGICAL DEVELOPMENT Purpose. The aim of the article is to substantiate the main consequences of the transformation of the employment structure in countries around the world in the context of modern geo-economic and geopolitical shifts, to identify the risks of a decline in employment and the prospects for its increase in the process of digitalization and high-tech development. Methodology of research. Methods of scientific abstraction and systematization were used to analyse the consequences of labour market changes and prospects for increasing employment levels based on digitalization; induction and deduction were used to substantiate the risks of declining employment caused by digital changes at the national level and in the global environment; analysis and synthesis were used to study the impact of contemporary geo-economic and geopolitical challenges on the transformation of the employment structure and the prospects for increasing it through the use of digital technologies; economic and statistical analysis – to substantiating the effects of using digital technologies in the process of production and sales of products to achieve high-tech development and increase labour productivity. Findings. The consequences of the impact of modern geo-economic and geopolitical factors and challenges on the main macroeconomic indicators and employment structure of countries around the world are substantiated. Prospects for increasing the level of employment in the global labour market in the context of digitalization and high-tech development are identified. The current state and trends in the development of the labour market in the global economy are analysed, and the advantages of using digital technologies and artificial intelligence by employees in the process of labour activity are substantiated. A comparison of changes in the structure of employment in developed and developing countries in the process of digitalization is carried out. The main risks of a decline in employment caused by digital changes at the national and global levels are substantiated. Proposals and recommendations are provided in the field of state regulation to prevent the distortion of the employment structure under the influence of digital transformations and to reap the benefits of the digitalization of the economy, business, and society. Originality. The systematization of the impact of modern geo-economic and geopolitical challenges on the structure of employment in the context of digitalization and high-tech development has been further developed. An approach to the formation of public policy directions has been proposed with the aim of preventing a decline in employment and leveling out potential negative changes in its structure at the national level. Practical value. The practical significance lies in the development of practical recommendations for shaping the state's economic policy in terms of expanding the use of digital technologies in the economy and business, increasing employment, improving skills, and expanding digital infrastructure. Key words: employment, labour market, digitalization, high-tech development, artificial intelligence, business digitalization, digital technologies.
SOCIAL PROJECTS AS A TOOL OF INNOVATIVE SOCIAL POLICY: INTERNATIONAL EXPERIENCE AND NATIONAL CONTEXT
Shynkaruk L.V., Prushkivska E.V., Bondarenko L.A. SOCIAL PROJECTS AS A TOOL OF INNOVATIVE SOCIAL POLICY: INTERNATIONAL EXPERIENCE AND NATIONAL CONTEXT Purpose. The aim of the article is to determine the role of social projects as a tool for innovative social policy based on an analysis of international experience and to outline the possibilities for their adaptation to the Ukrainian context in the conditions of military and post-war transformations. Methodology of research. The research uses a systematic approach, structural-functional analysis and a comparative method to identify patterns in the development of social projects in different regions of the world (EU, USA, Asia, Latin America). Content analysis of regulatory and legal documents, strategic programmes of international organisations (EU, UNDP, OECD, World Bank) and national acts of Ukraine was used to assess the institutional environment for the implementation of social projects. The empirical basis consisted of statistical reports, analytical reviews and practices of implementing projects in the social sphere, which made it possible to determine their effectiveness and innovative potential. The generalisation of the results makes it possible to outline strategic approaches to the formation of social policy based on social projects and their effective integration into the national system. Findings. It has been established that social projects are a strategic tool for modernising social policy, ensuring the innovative nature of social change, institutional stability and investment in human capital. In EU countries, their implementation is based on a high level of institutionalisation and partnership with communities. In the United States, the emphasis is on the use of entrepreneurial tools, impact financing and systematic evaluation of the effectiveness of social projects. In Asian countries, models based on the integration of digital solutions and community-based approaches that ensure the active participation of local communities play a leading role. In Latin America, social projects are mainly developed within the framework of poverty reduction and inclusive development programmes aimed at reducing structural inequality. For Ukraine, social projects are of critical importance in the context of war and post-war reconstruction, as they provide support to vulnerable groups, develop social infrastructure, reintegrate veterans, stimulate entrepreneurship and attract international resources. The analysis identified three fundamental functions of social projects in contemporary development strategies, covering the investment dimension, which involves the mobilisation of financial and institutional resources; the innovation dimension, which shapes new models of social interaction; and the institutional and stabilisation dimension, which strengthens the capacity of communities and state institutions. A synthesis of these provisions gives grounds to assert that social projects should form the conceptual basis for shaping Ukraine's innovative social policy and determine its strategic guidelines in the context of transformational challenges. Originality. The scientific novelty lies in the comprehensive integration of international and national experience of social projects within a single conceptual model that includes institutional, innovative and investment dimensions. Unlike previous studies, the proposed interpretation considers social projects not only as socially oriented measures, but as a mechanism for the systemic transformation of social policy and the formation of a new institutional environment. A typology of international regional models has been created and the prospects for their adaptation to Ukraine have been identified, taking into account military risks, demographic changes and the needs of post-war reconstruction. Practical value. The results obtained can be used by state authorities and local self-government bodies to develop social programmes and projects aimed at supporting human capital and strengthening social inclusion. Social projects are a tool for shaping innovative social policy and modernising social services in the context of post-war reconstruction. The proposed approaches create the basis for a project-oriented model of social policy with the integration of innovation, partnership and sustainable socio-economic impact. Key words: social projects, social policy, investment, innovation, institutional environment, international experience, countries of the world, inclusion, employment, human capital, post-war reconstruction.
MONETARY POLICY AS A TOOL FOR ENSURING THE FINANCIAL STABILITY OF THE BANKING SYSTEM AND ECONOMIC SECURITY OF UKRAINE
Stetsko M.V. MONETARY POLICY AS A TOOL FOR ENSURING THE FINANCIAL STABILITY OF THE BANKING SYSTEM AND ECONOMIC SECURITY OF UKRAINE Purpose. The aim of the article is to determine the role and capabilities of monetary policy as a key instrument for ensuring financial stability and economic security in the context of financial sector digitalization, as well as to develop approaches for adapting monetary mechanisms to the emerging challenges of the digital economy Methodology of research. The study employs methods of analysis and synthesis and a systemic approach to reveal the role of monetary policy in ensuring financial stability. A comparative analysis is used to determine the impact of digital technologies and FinTech innovations on the effectiveness of monetary regulation. A forecasting method is applied to identify prospects for adapting monetary policy to the conditions of digital transformation. Findings. The article analyses the role of monetary policy in ensuring financial stability and economic security in the context of digitalization and assesses the impact of digital technologies, FinTech innovations, and central bank digital currencies (CBDCs) on the effectiveness of monetary regulation. Key digital risks (systemic, operational, regulatory, and cyber risks) are systematized, and the interconnection between transmission mechanisms and macroprudential instruments is revealed. Directions for improving Ukraine’s monetary policy are proposed, including integration with macroprudential supervision, the use of big data and AI, enhancing cybersecurity, and developing financial literacy, as a key condition for strengthening the resilience of the banking system and the country’s economic security. Originality. The study further develops the theoretical approach to the role of monetary policy under digitalization, considering it as a comprehensive mechanism for ensuring financial stability and economic security, taking into account the transformation of transmission mechanisms and the need to combine monetary and macroprudential policy amid increasing digital risks. Practical value. The research results can be used by the National Bank of Ukraine to improve monetary and macroprudential policy under digitalization, introduce modern risk-management instruments, and develop strategic approaches to digital development and cybersecurity, as well as by banking institutions to enhance the effectiveness of implementing these policies in their activities. Key words: financial stability, economic security of the state, banking system, stability of banking institutions, central bank, monetary policy, lending, systemic risks and threats, digitalization.
EUROPEAN INTEGRATION IN THE CONTEXT OF REGIONAL SECURITY CHALLENGES
Vysotskyi K.R. EUROPEAN INTEGRATION IN THE CONTEXT OF REGIONAL SECURITY CHALLENGES Purpose. The aim of the article is to study the threats and security challenges for the countries of the European Union that have arisen in connection with Russia’s military aggression against Ukraine, and to identify the prospects that European integration opens up for conflict resolution. Methodology of research. General scientific and specific methods of scientific research were used to achieve this set goal, such as problem analysis and synthesis of solutions – to identify individual risks to the EU’s stability and study the measures taken to overcome the dangers; dialectical method of scientific knowledge – to consider the essence of the components of the EU’s economic stability; abstract and logical – to develop measures to ensure Ukraine’s economic stability, taking into account the experience of European countries. The methodological basis of the study is the scientific works of foreign and domestic scientists, legal acts of the EU institutions, statistics and materials of Internet resources on economic resilience, economic resilience, critical infrastructure security, and cybersecurity. Findings The article examines the transformation of approaches to ensuring the security and economic stability of the European Union in the context of full-scale Russian aggression against Ukraine. The historical and modern aspects of European integration as a tool for strengthening regional security are analysed, in particular in the context of the formation of a common EU defence policy. It is established that the European Economic Security Strategy considers a comprehensive approach in the current, geopolitical and technological space, which is constantly changing. This approach includes the identification, assessment and management of risks to the economic security of the EU. The war in Ukraine became a catalyst for the revision of the EU's security priorities, which led to the adoption of new strategic documents, in particular the “Strategic Compass” and the European Defence Industrial Strategy (EDIS). Considering the prospects for the integration of Ukraine's economy into the EU and the need to restore the economic complex in wartime, it is advisable to diversify energy sources and supply chains of critical raw materials, and increase energy efficiency. Originality. The scientific novelty of the research results lies in the conceptual substantiation of the role of European integration as a mechanism for resolving security conflicts in the region. The study proves that the EU integration model, in particular the combination of security policy with economic interdependence, is capable of forming a new architecture of peaceful coexistence in the conditions of the modern international system focused on national interests. Practical value. The proposals presented in the paper for strengthening the economic stability of Ukraine, developed on the basis of European experience, can be used in the preparation of legislative and regulatory acts, and included in strategic programs and programs of social and economic development at both the state and regional levels. Key words: European integration, regional security, energy security, cybersecurity, economic security, EU, threats, security policy.
RARE EARTH METALS IN SOLAR AND WIND ENERGY SYSTEMS
Novosad I.Yа., Ruska R.V., Plaskon S.A. RARE EARTH METALS IN SOLAR AND WIND ENERGY SYSTEMS Purpose. The aim of the article is to conduct a comprehensive analysis of the supply routes for rare earth elements in solar and wind energy systems and to forecast the development of the market for these elements in the current conditions arising from the war and other factors. Methodology of research. The scientific research methodology was used in the process of writing the article to determine generalised synthetic indicators on strategic ways of development and diversification of rare earth elements supply, as well as statistical and graphical methods to analyse the rare earth elements market and forecast supply and demand using time series. Graphs were used to visualise this data. Findings. It has been established that rare earth elements (neodymium, dysprosium, terbium, silicon, indium, gallium), which are becoming increasingly strategically important in renewable solar and wind energy, are driving global demand while making it difficult to ensure stable supplies. This, in turn, makes it harder to build a more secure and decarbonised energy system. These challenges are extremely complex, especially given the rapidly changing geopolitical context and the unprecedented crises facing the EU. The market analysis proved the concentration of rare earth materials production in China, which necessitates the development of effective mechanisms for diversifying supplies. In view of this, it is important to attract alternative sources, as well as to introduce modern processing technologies to meet the growing demand and develop strategies for sustainable meeting the needs of the green economy. Originality. The concept of a comprehensive analysis of the ways of supply and use of rare earth elements in renewable energy systems, in particular solar and wind, is substantiated, which, unlike existing approaches, allows not only to determine their critical role in ensuring technological development in the transition to a climate-neutral economy, but also to identify potential threats to the stability of supply and formulate strategies to minimize them. Methodological approaches to forecasting the dynamics of the global rare earth materials market were improved, taking into account the impact of the latest environmental trends and transformations in global energy policy. The scientific understanding of the structural and functional aspects of logistics networks for the supply of rare earth elements was further developed. Practical value. The results of this conducted study are of significant practical importance, as they can be used to substantiate the analysis and forecasting of logistics routes for the supply of rare earth elements, as well as to address issues related to future challenges and increased competition for strategic resources. Key words: rare earth elements, critically important material, solar energy, wind energy, statistical method, forecasting.
ECONOMIC EFFICIENCY OF MAIZE GROWING TECHNOLOGIES IN THE CONDITIONS OF THE WESTERN FOREST STEPPE OF UKRAINE
Yashchuk T.S., Solyan M.Ya., Dovhan O.M. ECONOMIC EFFICIENCY OF MAIZE GROWING TECHNOLOGIES IN THE CONDITIONS OF THE WESTERN FOREST STEPPE OF UKRAINE Purpose. The purpose of the work is to conduct an analysis of the economic efficiency of corn cultivation technologies of different intensity in the soil-climatic, economic, business conditions of agricultural enterprises of the Ternopil region in the Western Forest Steppe zone of Ukraine and to forecast the prospects of corn sowing in 2025. Methodology of research. The theoretical basis of the study is the scientific works of domestic and foreign scientists on the technology of corn cultivation. The methodological basis of the study is: general scientific methods (synthesis, analysis, abstraction, comparison, grouping, generalization) – for systematizing the scientific approaches of scientists to the theoretical aspects of the development of the crop production industry, the formation and forecasting of the development of the agricultural market of agricultural products in Ukraine and the world; for forming proposals for optimizing the costs of using elements of corn cultivation technology; graphic – for visualizing the results of the study and their schematic representation; abstract and logical method – for formulating one's own interpretation of the assessment of different in intensity technologies of corn cultivation for grain and the conclusions of the study. To conduct practical experiments and observations, general scientific and special methods were used in accordance with the “Methodological recommendations for conducting field experiments with corn (1980)” and generally accepted methods in crop production; economic analysis was carried out based on the application of the methodology for assessing technology by yield level, production cost per unit of product, profitability per hectare of sown area and efficiency level. Findings. It was established that the economic efficiency of corn cultivation technologies depends on the level of their intensity and is determined by the culture's response to individual agrotechnical methods and their complex application in a single technological system. It has been confirmed that an important indicator of the effectiveness of applied mineral fertilizers is their payment in grain. The difference between the costs of mineral fertilizers in intensive and extensive technology was 16 %, which ensured a yield increase of 3.4 t/ha. The level of productivity is 9.2-12.6 t/ha at the price of corn grain sale on average 8500 thousand/t, provided a profit from 1 ha, respectively 40400–61933 thousand. UAH/ha for extensive and intensive cultivation technologies. Considering the fact that the profitability of products was 137.12 % for the intensive technology, 106.88 % for the extensive technology, and the profitability of sales was 57.82 and 51.66 %, respectively, both technologies "have the right to life". The choice is made by farms, depending on the opportunities and the general strategy of the enterprise's development. Despite economic and climate risks, corn remains one of the most profitable crops on par with soybeans and sunflowers. As a result of consistently high prices for this crop, Ukrainian farmers can plan to increase the area of corn sown in 2025 and hope for an increase in the profitability and payback of grain production, under the conditions of a rational choice of the company's strategy depending on its material and financial support, optimal selection of adaptive agrotechnical means taking into account the conditions of climate change in the Western Forest-Steppe zone. Originality. On the basis of the economic evaluation, the feasibility of using different technologies for growing corn for grain in terms of intensity has been established to realize the productivity potential of the crop with the maximum use of agro-climatic and production resources in the conditions of the Forest Steppe. Practical value. The use of the obtained results will expand the opportunities for farms to find the optimal production strategy for the intensity of corn cultivation technologies, aimed at increasing the efficiency of grain farming in the Western Forest Steppe zone, taking into account climatic, economic, financial and business factors. Key words: cereal crops, hybrid, corn, productivity, quality, competitiveness, profitability.
AUDIT OF FOREIGN ECONOMIC ACTIVITIES IN THE SUSTAINABLE DEVELOPMENT MANAGEMENT SYSTEM OF AN ENTERPRISE
Kashchena N.B., Yatsiuk О.V., Bogomaz О.P. AUDIT OF FOREIGN ECONOMIC ACTIVITIES IN THE SUSTAINABLE DEVELOPMENT MANAGEMENT SYSTEM OF AN ENTERPRISE Purpose. The aim of the article is to substantiate the theoretical foundations and organizational and methodological aspects of the audit of foreign economic activity (FEA) as a component of the information system for managing sustainable development of an enterprise. Methodology of research. The following methods were used in this article to achieve this goal and fulfil the outlined tasks: analysis and synthesis – to identify the components of the information system for managing the sustainable development of an enterprise and substantiate the theoretical foundations of the FEA audit; systematic approach – to develop organizational and methodological aspects of the FEA audit; generalization – to adapt international audit standards to the specifics of FEA and determine their role in managing sustainable development; integrated approach – to formulate recommendations for integrating audit results into the strategic plan. Findings. The theoretical basis for auditing foreign economic activity, which combines risk-oriented and integrated approaches, integration of ESG criteria and reduction of information asymmetry, is substantiated. The organizational and methodological principles of audit are proposed, covering all modules of the information system for managing the sustainable development of an enterprise, and involving the application of international reporting and auditing standards, the latest digital solutions and analytical platforms. Recommendations for integrating audit results into strategic management through risk management, automation and ESG initiatives, as well as communication with stakeholders through transparent reporting and digital channels are formulated. Originality. An integrated approach to auditing foreign economic activity as a cross-cutting element of the sustainable development management information system that integrates financial, environmental and social aspects was developed. The audit methodology was improved by taking into account ESG criteria, risk orientation and digital tools, which meets the current challenges of European integration. Practical value. The developed recommendations allow enterprises to increase the efficiency of foreign economic activity, reduce risks, ensure compliance with international standards and strengthen stakeholder confidence. The introduction of automation and ESG initiatives contributes to competitiveness and sustainable development in the global market. Key words: foreign economic activity audit, sustainable development, information system, ESG criteria, risk-based approach, integrated reporting, strategic management, stakeholders.
INNOVATIVE DEVELOPMENT OF INDUSTRIAL ENTERPRISES IN THE CURRENT ENVIRONMENT
Vavrynets V.Ya. INNOVATIVE DEVELOPMENT OF INDUSTRIAL ENTERPRISES IN THE CURRENT ENVIRONMENT Purpose. The aim of the study is to analyse the theoretical foundations and practical aspects of innovative development of enterprises in the context of modern challenges, with an emphasis on the integration of digitalization and the application of artificial intelligence as key drivers of competitiveness and sustainable development. Methodology of research. The article uses a systematic approach, general and special research methods, in particular: methods of comparative analysis, content analysis of recent publications and research in the field of innovative development of enterprises, in particular the application of artificial intelligence; deduction and induction – to formulate scientific hypotheses, laws and principles; formal-logical – for theoretical generalizations, justification of the research methodology, and formulation of conclusions; monographic – for researching the content of innovative enterprise development; the method of analysis and synthesis, which allowed for the systematization of scientific approaches to innovative enterprise development. Findings. The necessity of intensifying innovative activity of enterprises as the only effective way of economic development in modern conditions is substantiated. The study found that innovation is a key driver of modern enterprise development, contributing to the transformation of technological, organizational, and management processes. It was proved that innovative activity encompasses not only the introduction of new products and technologies, but also profound changes in the structure of thinking, corporate culture, and organizational interaction within the enterprise. An assessment of investments in artificial intelligence was carried out. It was analysed that in the context of rapid changes in the global market, digitalization, and increased competition, the innovative capacity of an enterprise determines its competitiveness and adaptability. Particular attention was paid to the role of artificial intelligence as a strategic resource within Industry 4.0. It was concluded that its integration into management and production processes significantly increases efficiency and opens up new opportunities for sustainable development and market growth. Originality. It was proved that the integration of artificial intelligence into the innovative development of an enterprise, unlike existing approaches, makes it possible to radically rethink strategic goals and business processes, ensuring increased efficiency and competitiveness in the context of digitalization. It was established that generative artificial intelligence models are a powerful tool for optimizing business processes, which, unlike traditional methods, allows for the processing of large data sets with greater speed and accuracy, opening up new opportunities for innovation in manufacturing, finance, and the public sector. It was substantiated that a model of innovative enterprise development that combines strategic adaptation and systemic renewal with digital transformation and technology integration (including the Internet of Things and big data analytics), unlike existing models, will enable the creation of a flexible and sustainable innovation ecosystem. The understanding of the role of artificial intelligence as a multidisciplinary catalyst that transforms not only production but also management, logistics, and marketing processes, contributing to the formation of new business opportunities, has been further developed. Practical value. The proposed approach to organizing innovative development of enterprises will enable them to comprehensively integrate innovative technologies, optimize business processes, and quickly adapt to changes in the external environment, such as increased competition and technological trends. Key words: innovation, innovative development of the enterprise, digitalization, business process, artificial intelligence.
innovative development of the enterprise
FEATURES OF THE DEVELOPMENT OF UKRAINIAN TOURISM INDUSTRY ENTERPRISES IN THE CONDITIONS OF CRISIS AND WAR
Shadiuk K.M. FEATURES OF THE DEVELOPMENT OF UKRAINIAN TOURISM INDUSTRY ENTERPRISES IN THE CONDITIONS OF CRISIS AND WAR Purpose. The aim of the article is to diagnose the current state of enterprises in the tourism industry in the conditions of crisis and war. Methodology of research. The research was conducted using methods of scientific knowledge, namely: method of structural and logical analysis – when forming the structure and logic of the article; induction and deduction – at the stage of collecting primary data and analyses; monographic – when studying the scientific experience of the development of enterprises in the tourism industry of Ukraine; abstract and logical – when forming theoretical conclusions and proposals on the topic of research; tabular and graphic methods allowed to visually display the current state of the research results. Findings. The results of the study determined the share of the tourism industry in the economy of Ukraine, which made it possible to determine its importance for the national economy of the country. It was found that during 2019-2021 the contribution of tourism to the country's GDP was 3 %. Despite some recovery in 2021, the share of tourism services in GDP decreased to 2.1 % in 2022 and 2.0% in 2023. It is proven that these are the results of the significant impact of war and crisis. The level of tourism activity of the industry enterprises was also analysed through the prism of taxes paid, which made it possible to identify growing activity in the income of tourism enterprises from various types of tourism activities. The main trends in the development of tourism in Ukraine were emphasized (development of new routes and locations, activation of gastronomic tourism, active use of digital technologies in the activities of tourism enterprises), promising areas were identified that can contribute to the further growth of this sector in the face of modern challenges. Originality. The comprehensive analysis of the tourism activity of enterprises through the prism of paid taxes has gained further development, which made it possible to assess the real contribution of this industry to the country's economy, in particular, in crisis situations. Practical value. The results of the study can be useful for managers of tourism enterprises, as they can help them develop strategies for adapting to crisis conditions, ensuring the sustainability of their business in the long term. Key words: tourism contribution to GDP, tourists, taxes, income, activity of tourism enterprises, digital technologies.
MODERNIZATION OF THE HOTEL AND RESTAURANT SECTOR OF UKRAINIAN RESORTS
Kaminskyi B.A. MODERNIZATION OF THE HOTEL AND RESTAURANT SECTOR OF UKRAINIAN RESORTS Purpose. The aim of the article is to identify the main directions, barriers and opportunities for modernization of the hotel and restaurant sector of Ukrainian resorts in conditions of war and transformations, taking into account the interaction of local initiatives, state policy, international assistance and structural shifts in the domestic tourism market. Methodology of research. The methods of comparative spatial analysis, regulatory and legal expertise, and content analysis of State Agency for Tourism Development (SATD) data and specialized media for 2023–2024 were used. The work also applied analytical grouping of resort types (sea, mountain, balneological), which made it possible to compare the impact of war, internal population mobility and deferred demand on their transformation. Particular attention is paid to identifying new hybrid functions of hotel and restaurant facilities and the dynamics of adaptation models in a sectoral context. Findings. It was found that the hotel and restaurant sector of Ukraine during the war underwent not only conservation, but also recomposition: in safer regions, establishments changed their functionality, combining accommodation, rehabilitation, evacuation logistics and domestic tourism services. As a result, the spatial core of tourist activity moved from traditional sea resorts to mountain and balneological locations. The main trends of modernization were identified: increased investment in small facilities such as individual entrepreneurs, increased digitalization of services, and the emergence of public and private models of business support in communities. The main barriers to development were analysed, in particular, the personnel crisis, and the lack of institutional capacity, competition from foreign destinations and the risks of underfinancing reconstruction. Current changes were compared with the potential for post-war growth and the dependence of future modernization effectiveness on horizontal interaction between communities, business and donor structures was revealed. Originality. A spatial-institutional approach to the analysis of the modernization of hotel and restaurant infrastructure is proposed, which takes into account the multi-level configuration of decisions in the transition period. For the first time, scenarios of the functioning of resort infrastructure in wartime conditions as mixed-use facilities are systematized. The connection between the hybridization of hotel functions, the evolution of demand and shifts in tourism development policy at the level of territorial communities is substantiated. Practical value. The results can be used by local governments when developing tourism policy strategies, resort business operators when planning investment programs, as well as donors supporting post-war infrastructure reconstruction. Key words: domestic tourism, foreign tourists, war, pent-up demand, sea resorts, health resorts, digitalization.
AI AS A TOOL FOR AN ADAPTIVE STRATEGY FOR ENTERPRISE DEVELOPMENT IN THE CONDITIONS OF DIGITALIZATION
Chernobay L.I., Hryhorash P.L. AI AS A TOOL FOR AN ADAPTIVE STRATEGY FOR ENTERPRISE DEVELOPMENT IN THE CONDITIONS OF DIGITALIZATION Purpose. The aim of the article is to substantiate the theoretical foundations of using AI as a tool for an adaptive strategy for enterprise development in the context of digitalization, assessment of the pace of its development and scope of application, and development of practical recommendations for improving the areas of its application. Methodology of research. The following methods were used to perform the tasks outlined in the article: synthesis – to establish the theoretical foundations of using AI in enterprise management; analysis – to assess the transformation of business processes through AI; systemic – when identifying the challenges and risks of implementing AI; comprehensive – when developing proposals for a development strategy using AI. Computer and information technologies were used when processing data. Findings. The theoretical foundations of using AI in enterprise management were established; the transformation of business processes through AI in the context of digitalization was assessed; the challenges and risks of implementing AI in enterprises were identified; proposals for an adaptive development strategy using AI were developed. Originality. It was substantiated the directions of using artificial intelligence in the enterprise in the context of digitalization, in particular, it was established that AI is a driver of economic growth, effectively used in data analysis, production automation, finance, logistics, personalization of services and forecasting market trends; it was further developed the assessment of business process transformation in the context of digitalization, in particular, it was confirmed that AI, influencing business, reduces costs, increases profits, increases efficiency, minimizes time and personalizes customer experience; it was improved the adaptive strategy of enterprise development using AI, based on automation, analytics, personalization, integration of digital technologies and development of innovative culture and skills. Practical value. The research results are aimed at supporting the digitalization of enterprises in the context of the use of AI technologies, which will contribute to increasing their profits, expanding production capabilities; attracting investments and integrating into global supply chains. The recommendations developed for the development of enterprises using AI will help enterprises adapt to digital challenges, increase the efficiency of their activities and consolidate their positions in international markets. Key words: GenAI, LLM, SLM, automation, enterprise, development strategy, AI, digitalization.
DEVELOPMENT OF THE AGRICULTURAL ENTREPRENEURSHIP ECOSYSTEM IN THE CONDITIONS OF WAR AND EUROPEAN INTEGRATION
Voloshchuk K.B., Voloshchuk V.R. DEVELOPMENT OF THE AGRICULTURAL ENTREPRENEURSHIP ECOSYSTEM IN THE CONDITIONS OF WAR AND EUROPEAN INTEGRATION Purpose. The aim of the study is to deepen scientific approaches to building an agrarian entrepreneurship ecosystem aimed at strengthening the potential and ensuring stability in the conditions of a war economy and effective recovery in the context of European integration. Methodology of research. Induction and deduction methods were used in the process of collecting, systematizing and processing information; the analysis and synthesis methods were applied in combining the components of entrepreneurial activity in the conditions of the war period and in the context of European integration; the dialectical method was used in learning and deepening the content and essence of agrarian entrepreneurship ecosystems and their development in the conditions of European integration; the monographic methods – in studying the scientific experience of innovative ecosystems of the EU and Ukraine; the abstract and logical methods – in forming theoretical conclusions and proposals on the topic of the study. Findings. The necessity of leveraging the initiatives of the European Innovation Ecosystems is substantiated in order to expand networks, provide appropriate infrastructure and essential resources, embed research and innovation into the foundations of the Ukrainian economy, support business development and scaling, promote innovation, foster collaboration with innovators, and successfully integrate into global value chains and access new markets. The inclusiveness of the renewed role of research and innovation in the development of the agrarian entrepreneurship ecosystem was established through the active participation of all stakeholders and citizens who will join this process in the conditions of war and post-war economic recovery, increasing efficiency and equality in the process of European integration of Ukraine. Groups of subjects of the agrarian entrepreneurship ecosystem were identified in which each participant occupies a certain niche and develops their competencies in accordance with established strategic directions aimed at strengthening potential, ensuring sustainability, creating collective value in the entire network as an integration platform for organizing the activities of all stakeholders while blurring traditional inter-sectoral boundaries. It has been proven that stimulating entrepreneurial activity will contribute to the development of the agribusiness ecosystem through mechanisms to support innovation and knowledge exchange, optimize communications, and strengthen cooperation between all entities interested in the exchange of knowledge and innovation in the fields of science, business, agriculture and rural development. Originality. The deepening of scientific approaches to creating an integrated ecosystem of agrarian entrepreneurship through interaction, which includes the exchange of assets, information, resources, and transformation, which exceeds the capabilities of each individual participant in the case of isolated activity, into more dynamic structures, has further developed, contributing to the synergy of generating added value, focused on meeting current market needs. Practical value. The results of the conducted study can serve as a scientific basis for the feasibility of international cooperation initiatives to commercialize newly created knowledge in public and private markets in order to increase the sustainability of European and Ukrainian agrarian entrepreneurship ecosystems, as well as to find opportunities for joint financing of innovative development of large, small, medium, micro enterprises and entrepreneurship in order to create new jobs, increase competitiveness, successfully enter European and international markets, stimulate environmental conservation and achieve economic and social goals of sustainable development. Key words: ecosystem, innovation, agricultural entrepreneurship, networks, initiatives, proposals, partnership, platforms, development.
THE ROLE OF ECOLOGICAL INNOVATIONS IN THE TRANSFORMATION OF TOURISM ENTERPRISES
Brych V.Ya., Petrukha N.M. THE ROLE OF ECOLOGICAL INNOVATIONS IN THE TRANSFORMATION OF TOURISM ENTERPRISES Purpose. The aim of the article is to single out and systematize existing ecological innovations in the tourism industry. Methodology of research. The study was conducted using the methods of scientific knowledge. The study used the method of statistical data analysis to assess the level of pollution from tourism activities, the method of comparative analysis ‒ to identify the benefits and risks of introducing environmental innovations, and the method of systematisation ‒ to identify the most popular environmental innovations among tourism enterprises. Findings. As part of the study, the author analysed the level of pollution from tourism activities, which confirmed a significant disparity in CO2 emissions between countries with high population mobility and less developed regions. The main benefits of environmental innovations for tourism enterprises, such as cost reduction, increased competitiveness and improved reputation, as well as key risks, such as high initial investment and regulatory restrictions, are identified. The article systematises environmental innovations, among which the most popular are carbon-neutral accommodation, regenerative tourism, blockchain for transparency, artificial intelligence for sustainable tourism, clean transport, virtual and AR technologies, biophilic design, alternative packaging, etc. It is found that the level of implementation of environmental innovations in tourism activities remains insufficient due to economic and organisational barriers. Originality. For the first time, the benefits and risks of introducing environmental innovations in tourism activities for three institutional levels are systematised: tourism enterprises, territorial communities and the state. Practical value. The results of the study can be useful for tourism enterprises, government agencies, local communities and scientists in developing sustainable development strategies and implementing environmental innovations. Key words: ecotechnology, sustainable tourism, pollution, virtual and AR technologies, clean transport, artificial intelligence, tourists.
GENDER QUOTAS IN THE LEADERSHIP OF INTERNATIONAL COMPANIES: GLOBAL EXPERIENCE AND CHALLENGES
Shchutska D.I., Zastavnyi A.R. GENDER QUOTAS IN THE LEADERSHIP OF INTERNATIONAL COMPANIES: GLOBAL EXPERIENCE AND CHALLENGES Purpose. The aim of the article is to determine the peculiarities of implementing gender quotas in international companies, analyse their effectiveness and assess the risks and benefits. The objectives of the article are: to study the main approaches to the implementation of gender quotas in different countries, to conduct a comparative analysis of the effectiveness of quotas in the context of organisational and financial sustainability of companies, and to assess the risks and benefits of quotas in the corporate sector. Methodology or research. The study employs an interdisciplinary approach, utilizing the following methods: comparative analysis – examining different models of gender quota implementation across various countries and their outcomes; statistical analysis – evaluating the representation of women in corporate leadership and the impact of quotas on corporate efficiency; content analysis – reviewing legislative initiatives, academic studies, and reports from international organizations on the effectiveness of gender quotas; case studies – analysing successful and problematic cases of quota implementation in countries such as Norway, France, Germany, and the United States. Findings. It is established that global statistics for 2024 show a significant disproportion in the representation of men and women in leadership positions, with women holding only 31% of such positions. It was found that in profitable industries, in particular in finance and IT, the share of women in leadership positions is significantly lower than the global average. It is proved that the introduction of gender quotas in countries with legal obligations, such as Norway and France, contributes to a significant increase in the representation of women in management to 42% and 45%, respectively. It is analysed that in countries with a voluntary approach to gender quotas, such as Japan, the share of women in management positions remains low at 10 %. It is proved that the legislative consolidation of gender quotas is an effective tool for overcoming gender inequality in the top management of international companies. It is emphasised that voluntary initiatives without legal obligations have a limited impact on improving the gender balance in management. Originality. It is substantiated that gender quotas affect not only the social sphere but also provide economic benefits, which, unlike the existing approach, allows for a comprehensive assessment of their contribution to corporate efficiency. The understanding of the relationship between gender diversity in management and economic performance has been further developed, which contributes to the formation of new management strategies in international organisations. It analyses how different quota models influence financial performance, corporate reputation, and innovation levels. The research proves that companies with gender-balanced leadership demonstrate higher profitability and lower financial volatility. Practical value. The study’s findings can be used to develop recommendations for implementing gender quotas in the corporate sector. The analysis of different quota models' effectiveness can assist governments, business associations, and corporate executives in forming strategies to address gender imbalances. The research also emphasizes the need for a comprehensive approach, including training programs, mentorship initiatives, and monitoring systems to ensure quota effectiveness. Key words: gender quotas, gender quota system, corporate governance, gender parity, company management, international experience.
INCREASING THE LEVEL OF WELFARE OF FAMILIES AS A FACTOR CONTRIBUTING TO THE ECONOMIC DEVELOPMENT OF UKRAINE
Zayukov I.V., Nikolina I.I. INCREASING THE LEVEL OF WELFARE OF FAMILIES AS A FACTOR CONTRIBUTING TO THE ECONOMIC DEVELOPMENT OF UKRAINE Purpose. The aim of the article is to generalize the results of sociological research on the level of well-being of Ukrainian families and to assess the relationship between self-assessment of the level of well-being of families and self-assessment of the economic situation of Ukraine. Methodology of research. In the process of studying the level of well-being, the method of analysis and synthesis was used; to study the relationship between the self-assessment of the level of well-being of families and the economic situation in the country, correlation-regression analysis was used; to visualize the results of the study, a graphical method was used. Findings. An analysis of the level of average wages in Ukraine for the period 1996−2024 as an important source of family income formation is conducted. The main results of sociological research on the material security of Ukrainian families in modern military conditions of the development of the Ukrainian economy are summarized. The structure of family incomes in Ukraine in modern military conditions is determined. A correlation and regression analysis is conducted to identify the relationship between the self-assessment of the level of family well-being and the economic situation in the country. Recommendations are developed to improve the level of well-being of Ukrainian citizens. Originality. Based on the application of mathematical modeling using correlation-regression analysis, it was found that respondents are more optimistic about the level of family well-being than the level of economic development, which encourages families in modern military conditions to rely more on their own strengths than on the prospects for the development of the domestic economy as a potential factor for increasing their incomes. Practical value. The results obtained potentially substantiate the thesis that the level of well-being of families in Ukraine depends not on the country’s economic development, but on their ability to optimize their own income, in particular by transitioning to the shadow economy, which can become the basis for making state management decisions in the system of effective management of citizens' incomes. Key words: income, salary, financial situation, economic development, analysis, regression.
MANIFESTATIONS OF INEQUALITY IN THE ACADEMIC ENVIRONMENT AND ON THE LABOUR MARKET AND COMMUNICATIVE TECHNOLOGIES FOR OVERCOMING IT
Fedoryshyna L.M., Makartetska V.S., Rohozha A.O., Havrysh A.V. MANIFESTATIONS OF INEQUALITY IN THE ACADEMIC ENVIRONMENT AND ON THE LABOUR MARKET AND COMMUNICATIVE TECHNOLOGIES FOR OVERCOMING IT Purpose. The aim of the article is to investigate the manifestations of inequality in the academic environment and on the labour market, to form the causes of its occurrence and possible ways to overcome it, as well as outlining the role of communication technologies in this process. Methodology of research. The following research methods were used to achieve the set goal, in particular: analysis, monographic, abstract and logical, generalization ‒ to consider the essence of inequality and its types, to formulate the causes of inequality in the academic environment and on the labour market, possible ways to eliminate it; survey using the Google form ‒ to identify the opinions of higher education applicants regarding the manifestations of inequality in the academic environment and employees regarding the manifestations of inequality in the labour market; tabular ‒ to systematize and better visualize the results of the conducted study. Findings. The essence and types of inequality is considered. The causes of inequality in the academic environment and on the labour market is generalized. The reasons for its appearance in the academic environment include unequal access to quality education, financial barriers, stereotypes and prejudices, inequality in academic opportunities, academic nepotism and favouritism, differences in digital competencies, and in the labour market ‒ the educational gap, gender inequality, stigmatization of certain social groups, ageism, unequal access to vacancies, information asymmetry, outsourcing, etc. A survey of education seekers is conducted regarding manifestations of inequality in the academic environment, which made it possible to establish that the seekers we surveyed mostly do not encounter its manifestations in their own educational institutions and the majority indicate that all students have equal opportunities. In contrast, the results of a survey of employees regarding manifestations of inequality in the labour market showed that more than half of those surveyed had encountered them personally, in particular ageism and sexism. Ways to overcome inequality in the academic environment and in the labour market was formed. The role of communication technologies in overcoming inequality is outlined. Originality. The study of manifestations of inequality in the academic environment and on the labour market has received further development, which made it possible to form possible ways to overcome it in modern conditions. Practical value. The results of the conducted research can become the basis for the development of programs to overcome manifestations of inequality in the academic environment and on the labour market, as well as further scientific research in this direction. Key words: inequality, manifestations of inequality, ageism, gender inequality, prejudice, stereotypes, labour market, academic environment, overcoming inequality, communication technologies, digital platforms, digital communications.
MODEL FOR ASSESSING AND FORECASTING THE FINANCIAL STABILITY OF THE BANKING SYSTEM OF UKRAINE
Chaikovskyi Ye.Ya. MODEL FOR ASSESSING AND FORECASTING THE FINANCIAL STABILITY OF THE BANKING SYSTEM OF UKRAINE Purpose. The aim of the article is to develop a model for assessing the financial stability of the banking system based on the integral financial stability index, which will contribute to maintaining the economic security of the state, as well as the application of the scenario forecasting method to take into account various risks and uncertainties affecting the stability of the banking system. Methodology of research. The following methods were used during the study: the indicator normalization method – to bring the indicators to a single scale (0; 1); the expert assessment method – to determine the weighting coefficients; the weighted average index method – to calculate the integrated financial stability index; the comparative analysis method – to determine the optimal ranges for each indicator; the statistical method – to analyse the variability of indicators over the years, identify trends and correlations between different elements of financial stability; the generalization method – to form the main results. Findings. The integrated financial stability index (IFS) is considered as an important tool for assessing and modeling the resilience of the banking system to economic and financial shocks. The methodology for calculating the IFS is presented, which includes five stages: selection of key financial stability indicators, normalization of indicators, determination of weight coefficients, calculation of the integrated indicator, and classification of the level of stability of the banking system. Based on this methodology, the IFS was calculated for the period 2019-2024 and the forecast for 2025-2030 under three scenarios (pessimistic, baseline, and optimistic). The results indicate the effectiveness of using scenario analysis to predict the stability of the banking system, which allows taking into account various risks and economic factors, as well as assessing the system's ability to respond to changes in the economic environment. Originality. The application of the integrated financial stability index of the banking system as an important tool for assessing and modeling financial stability, as well as the scenario forecasting method, which allows taking into account various risks and uncertainties affecting the stability of the banking system, has been further developed. Practical value. The results of the conducted research provide a deep understanding of the tools for assessing and modeling financial stability. In particular, the results contribute to improving the policy of the NBU and other state bodies regarding the timely identification of problems in the banking system and making informed decisions to support the stability of the financial sector. The application of the scenario forecasting method allows assessing future risks and uncertainties that may affect financial stability, as well as developing strategic plans to strengthen the system under different economic scenarios. This makes it possible to respond more effectively to possible economic shocks and adapt macroprudential regulation policies, ensuring the stability of banks and the stability of the economy as a whole. Key words: financial stability index, banking system, macroprudential indicators, capital ratios, liquidity, credit risk ratios, return on assets, return on capital, normalized values, integrated values.
INVESTMENT POTENTIAL OF UKRAINE AFTER THE WAR IN THE CONTEXT OF EUROPEAN INTEGRATION
Myhal O.F., Dudarev O.O., Protsiak A.I, Shevchuk Yu.V. INVESTMENT POTENTIAL OF UKRAINE AFTER THE WAR IN THE CONTEXT OF EUROPEAN INTEGRATION Purpose. The aim of the article is to study the peculiarities of formation of Ukraine's investment attractiveness in the context of post-war recovery, taking into account new security challenges, European integration processes and the role of strategic communications – in particular, advertising campaigns – as a tool to stimulate the inflow of foreign investment into the national economy. Methodology of research. The following research methods were used to accomplish the tasks set out in the article: a systematic and comprehensive approach – to consider the investment attractiveness of Ukraine as a multifactorial phenomenon formed under the influence of economic, security, information and institutional factors; statistical methods – to assess the volume of foreign direct investment, the sectoral and regional structure of investment, as well as the dynamics of development of the domestic advertising market; tabular method – for a structured presentation of the results of a comparative analysis of national and international advertising campaigns; graphical method – for visualizing key trends, in particular in the form of diagrams and charts. Data processing and graphic design were carried out using modern computer and information technologies. Findings. The current state of Ukraine’s investment attractiveness in the context of military challenges and prospects for post-war recovery is analysed. The dynamics of foreign direct investment inflows is assessed, and the industries that demonstrate the greatest resistance to crisis influences and retain high investment potential even in conditions of high risks are identified. It has been found that strategic communications, in particular targeted advertising campaigns, play an increasingly important role in shaping the positive investment image of the state in the international arena. Originality. This study provides a comprehensive analysis of the formation of Ukraine's investment potential under martial law and post-war recovery, taking into account the latest security challenges, European integration processes, and the impact of strategic communications. Particular attention is paid to the role of advertising campaigns as a modern tool of public diplomacy that can increase confidence in the Ukrainian investment environment. Practical value. The practical significance of the study lies in the formation of applied recommendations for strengthening Ukraine's investment attractiveness in the post-war period through the application of a number of measures and the use of communication tools, including advertising campaigns. The results of the study can be used by public authorities, economic diplomacy institutions and investment agencies to improve approaches to promoting Ukraine as a safe, open and promising destination for foreign direct investment. Key words: investment potential, investment attractiveness, European integration, advertising services market, Ukraine, high value-added goods.