Scientific Journal of Yuriy Fedkovich Chernivtsi National University. Economics
FORMATION OF INFORMATION SUPPORT SYSTEM FOR ENHANCING REVENUE PLANNING EFFICIENCY IN DEVELOPMENT SECTOR ENTERPRISES
This article focuses on developing information-analytical tools for revenue planning in development enterprises under volatile market conditions. It addresses the need for analytical instruments supporting market analysis, financial forecasting, and strategic decision-making amid uncertainty in capital-intensive projects with extended implementation cycles. The study analyzes factors justifying comprehensive information support systems: technological advances (big data, AI, machine learning); market challenges (volatility, macroeconomic sensitivity, rapid changes from COVID-19 and geopolitical conflicts); and regulatory demands (compliance requirements, market globalization, transparency standards). The research develops a conceptual structure for an information-analytical system integrating multiple modules: data collection from various sources; market analysis and demand forecasting identifying revenue formation patterns; pricing modules optimizing strategies; risk assessment tools for planning under uncertainty; budgeting and scenario planning enabling adaptive financial planning; marketing efficiency analysis; and plan execution monitoring providing dynamic feedback. The study establishes an implementation matrix across management levels (strategic, tactical, operational), ensuring vertical integration through shared data and analytical insights while coordinating functional areas. Strategic management focuses on long-term trends and investment decisions; tactical on medium-term planning and resource allocation; operational on daily decision-making and monitoring. Special attention is given to the Ukrainian real estate market, characterized by heightened volatility and specific institutional features. Ukrainian enterprises face challenges adapting to European standards and attracting international investments. Key implementation vectors include: digitization of revenue planning processes; integration of advanced analytics; increased automation and standardization; formation of data-driven decision-making culture; and adaptation to European transparency standards. The study concludes that revenue planning improvement requires an integrated, adaptive, technologically advanced information-analytical support system ensuring financial stability, market competitiveness, and strategic flexibility under volatile market conditions.
SYSTEM ANALYSIS OF FACTORS INFLUENCING THE FORMATION AND DEVELOPMENT OF CREATIVE POTENTIAL OF TRADE ENTERPRISES IN THE DIGITAL ENVIRONMENT OF MARKETPLACES
In the context of the digital transformation of the economy and the intensifying competition in the market, the ability of trade enterprises to think creatively and engage in innovative development becomes a key factor in ensuring their resilience, adaptability, and long-term success. This trend is particularly relevant in the environment of marketplaces — electronic platforms that establish a new model of business interaction between consumers, suppliers, and partners. Within such a digital ecosystem, the creative potential of an enterprise is viewed not merely as a collection of individual creative abilities of employees but as an integrated capacity of the organization to generate, implement, and scale innovative solutions that ensure its competitiveness in a dynamic market. As a result of the study of the classification nature of the factors influencing the formation and development of the creative potential of trade enterprises in the marketplace environment, it was substantiated that creative development is not a spontaneous or random process but is determined by a multidimensional system of interrelated factors encompassing all key aspects of enterprise functioning in the digital environment. It was justified that differentiating the factors by their origin, nature of influence, field of implementation, degree of controllability, and time horizon makes it possible to reveal their structural complexity and clearly define managerial priorities in both the short and long term. It was proven that the effective formation of creative potential requires not only internal readiness for change but also the ability to adapt to external challenges of digital transformation through the integration of technological, marketing, institutional, and sociocultural mechanisms into the enterprise’s strategic management. The formation of the creative potential of trade enterprises in the marketplace environment is driven by the interaction of internal and external, technological, marketing, institutional, and sociocultural factors. Effective management of these factors requires a comprehensive approach that combines strategic planning with operational adaptation to market changes.
SUSTAINABILITY OF SOCIAL SECURITY OF ENTREPRENEURIAL ACTIVITY IN CONDITIONS OF SUSTAINABLE DEVELOPMENT: CHALLENGES, THREATS, MECHANISMS FOR ENSURING IT
The article examines the issue of ensuring the resilience of social security in entrepreneurial activity within the framework of sustainable development, taking into account the contemporary challenges and threats faced by Ukrainian society and the economy as a result of the full-scale war. The relevance of the topic is driven by the urgent need to adapt mechanisms of social protection for hired workers to conditions of high uncertainty, increased social risks, threats of income loss, and violations of labor rights. A combination of general scientific, comparative, and statistical methods was applied in the research, which enabled the analysis of the dynamics of key socio-economic indicators for the period 2022–2024. These included the financial performance of enterprises, the number of insured employees, the volume and accessibility of temporary disability benefits, occupational accident statistics, and changes in average and minimum wages. Based on this quantitative analysis, the authors conclude on the adaptability of the social insurance system and the effectiveness of public institutions in supporting labor collectives during a crisis period. Particular attention is devoted to the discussion surrounding the balance between the economic feasibility of entrepreneurial activity and the necessity to uphold workers’ social guarantees. The article raises the issue of the shared responsibility of the state and business for the sustainable functioning of the social security system, as well as the effectiveness of existing mechanisms to counteract social disintegration, income loss, and violations of labor rights. The authors propose a conceptual approach to understanding social security as a component of entrepreneurial resilience and outline directions for improving the institutional model of its provision. It is concluded that under sustainable development conditions, social security should be viewed not only as a tool for protecting employees but also as a prerequisite for preserving human capital, maintaining workforce motivation, and enhancing corporate social responsibility.
STATE AND PROSPECTS OF ECONOMIC DEVELOPMENT OF UKRAINE
The economic development of a state is a complex process that encompasses a set of quantitative and qualitative changes in production, the structure of the economy, the level of welfare of the population, and the efficiency of resource use. It reflects not only the current state of the economy, but also the country's ability to self-develop and innovate. The state of the Ukrainian economy is shaped by internal and external factors. Internal factors include the level of development of production potential, the efficiency of public administration, investment activity, the innovative capacity of enterprises, and the stability of the financial system. External factors include participation in international economic relations, integration processes, the influence of world markets, and the political situation in the world. Despite the difficult circumstances, the Ukrainian economy demonstrates significant resilience and potential for recovery. The main ways to increase Ukraine's GDP are to stimulate investment activity, increase labor productivity, develop the real sector of the economy, expand export potential, effective state economic policy, innovative development and digitalization, and social factors of growth. Inflation is an integral element of a market economy. According to forecasts, a certain decrease in the inflation rate is expected in Ukraine, which indicates a gradual restoration of price stability in European economies. This can be achieved through monetary, fiscal and financial policies; structural reforms; exchange rate regulation and international support. The investment climate in Ukraine is determined by both significant risks due to the war, imperfect legislation, and certain opportunities, in particular in the agricultural sector and thanks to new EU programs. Investments will contribute to economic growth, job creation, and modernization of key sectors of the economy. This requires economic and political stability, modernization of the transport and energy systems, and access to qualified labor and technologies. To ensure sustainable economic development, it is necessary to implement systemic reforms in key areas – public administration, education, healthcare, pension provision, housing and communal services, etc. Another important factor is the development of a competitive logistics system, expansion of export opportunities, and deepening of Ukraine's integration into the global economy.
INTEGRATION OF APPROACHES TO MODERN URBAN PLANNING SOLUTIONS: BALANCE OF MARKETING CREATIVE AND UTILITARITY
The contemporary world confronts unprecedented challenges of urbanization, including rapid urban population growth, environmental crises, social inequalities, and intensifying inter-city competition, all of which necessitate innovative approaches to urban planning. Within this context, urban strategies must navigate the dual pressures of aesthetic imperatives and functional requirements, making the question of balancing marketing creativity aimed at enhancing a city’s attractiveness with utilitarianism, which ensures its functionality, particularly pressing. This issue is especially critical in regions facing resource constraints and socio-political instability, where urban development is often hindered by systemic challenges. This study engages in a theoretical and empirical analysis of the roles of marketing creativity and utilitarianism in urban planning, with a focus on adapting global best practices to local realities. The aim is to identify the optimal integration of creative and pragmatic approaches to foster sustainable urban development. Methodologically, the research draws on a systematic analysis of open-source data, case studies of international urban initiatives, and a comparative examination of alternative urban design models. The findings reveal that the synergy between marketing creativity and utilitarianism enhances urban functional efficiency, stakeholder appeal, and social inclusivity. However, in many regions, utilitarian approaches dominate due to resource limitations, underscoring the need for contextual adaptation of international practices to overcome local challenges. The study proposes a theoretical framework for refining urban solutions and policies, emphasizing the importance of integrating creativity and functionality. Future research prospects include exploring the impact of digital technologies on urban planning efficiency and investigating participatory governance models to foster inclusive urban spaces, particularly in contexts of recovery and resilience.
TRANSFORMATION OF UKRAINE’S ENERGY SYSTEM: FROM NUCLEAR DOMINANCE TO A HYBRID MODEL
The article examines the evolution of the United Energy System of Ukraine (UESU) from 1991 to the present, focusing on its economic, technical, and security transformations. It traces the main stages of development — from the post-Soviet centralized infrastructure to current processes of decentralization and integration with ENTSO-E. During the 1990s, Ukraine’s energy policy was shaped by a deep economic crisis, loss of industrial capacity, and a shift toward nuclear generation as the most stable and cost-efficient energy source. Between 2004 and 2014, Ukraine faced growing geopolitical pressure from the Russian Federation, declining efficiency of thermal power plants, and heightened energy dependence. Since 2014, amid military aggression, the country has implemented energy market reforms, enhanced system resilience, and aligned its regulatory and technical standards with those of the European Union. The emergency synchronization with ENTSO-E in 2022 marked a crucial step toward energy independence and integration into the European energy space. The paper highlights the wartime challenges of infrastructure destruction, loss of generation capacity, and the increasing need for decentralized energy solutions. In conclusion, the study substantiates the strategic relevance of a hybrid energy model combining centralized nuclear and hydro generation with decentralized renewable sources, cogeneration facilities, and energy storage systems. This model is proposed as the foundation for Ukraine’s post-war energy recovery and long-term energy security, emphasizing the importance of diversification, grid flexibility, and cross-border cooperation. The findings contribute to the broader discussion on sustainable energy transition in post-conflict economies and the resilience of critical infrastructure in conditions of hybrid warfare. The research also provides analytical insights into policy adaptation under extreme conditions and the role of European integration in stabilizing national energy governance. It underscores that the modernization of Ukraine’s energy system is not only a technical necessity but also a key geopolitical and economic priority for the country’s future development.
TECHNOLOGY OF APPLICATION OF MARKETING MANAGEMENT TOOLS IN TRADING ENTERPRISES IN CONDITIONS OF UNCERTAINTY
The article examines theoretical and applied aspects of organizing marketing management processes in enterprises. It summarizes theoretical approaches to understanding the essence and principles of marketing management in enterprises, its role in ensuring sustainable business development and commercial success. The content of the concept of «marketing management tools» and its components are revealed. The need to pay more attention to the development of technologies for the practical application of marketing tools in enterprises of various sectors of the economy in conditions of uncertainty is emphasised. The role of marketing management in ensuring the proper functioning of trading enterprises operating in an unstable and uncertain business environment is characterised, and the expediency of using certain components of its tools that allow maintaining and strengthening market positions is determined. The article also emphasises that marketing management is a broader concept than marketing itself, since, in addition to the ideology of maximising the satisfaction of consumer needs, it also involves the development of the whole enterprise management system, taking into account production, commercial, financial, investment, innovation, personnel and other processes and functions of the enterprise based on marketing principles. The article formulates the goals that the set of marketing management measures should be aimed at achieving, as well as the requirements for a marketing management system. The need to apply a systematic approach to marketing management in conditions of uncertainty, instability and unpredictability of the business environment is grounded. Further research should be directed towards improving methodological approaches to the formation and implementation of marketing management tools in a turbulent business environment, assessing the effectiveness of marketing tools in conditions of uncertainty and risk, as well as researching mechanisms for adapting marketing management systems to dynamic changes in the external environment in order to ensure sustainable development and increase the competitiveness of enterprises.
DETERMINANTS OF THE STATE ECONOMIC SECURITY IN THE CONTEXT OF INDUSTRY 4.0
The contemporary global economy is undergoing fundamental transformation driven by the Fourth Industrial Revolution, or Industry 4.0, characterized by integration of cyber-physical systems, Internet of Things, cloud computing, artificial intelligence, Big Data analytics, and robotics. These technologies alter not only manufacturing processes but the entire economic architecture, generating unprecedented challenges and opportunities for national economic security. The purpose of this study is to systematize determinants of the state economic security under Industry 4.0 conditions to establish strategic guidelines for ensuring security in accelerated digital transformation. The research proposes a comprehensive classification of economic security determinants encompassing six dimensions: economic, technological, cybersecurity, foreign economic, social and human capital, and institutional-legal factors. The study demonstrates that no country can achieve economic security without adequate cyberspace protection, as cyber threats have evolved into hybrid warfare instruments capable of destabilizing governance systems. This necessitates treating cybersecurity as an integral component of national defense and economic policy, requiring coordinated efforts across government, private sector, and international partners. The results suggest that institutional-legal determinants form the strategic architecture of digital transformation. Comparative analysis of international experience reveals distinct strategic orientations for ensuring state economic security under Industry 4.0 conditions. Particular attention is devoted to Ukraine, where despite substantial IT capabilities and successful initiatives like the Diia platform, analysis reveals a significant institutional gap characterized by absence of a holistic national strategy integrating economic security considerations within Industry 4.0 context. Practical significance of the research conducted lies in establishing a conceptual framework for developing national strategy of the state economic security that synchronize technological modernization with cybersecurity infrastructure development and institutional capacity building to counter emerging digital economic risks.
FINANCIAL INSTRUMENTS AS A DRIVER OF RENEWABLE ENERGY DEVELOPMENT
In the context of the accelerating global climate agenda and the commitments outlined in the Paris Agreement, renewable energy (RE) plays a crucial role in decarbonizing the power sector. However, the capital-intensive nature of RE projects, combined with long payback periods and high upfront costs, limits the flow of private investment, especially in emerging and transition economies. Therefore, the development and effective application of financial instruments that can de-risk projects, reduce the weighted average cost of capital, and enhance bankability are essential for unlocking investment at the required scale and pace. This article explores the economic essence and functional role of such financial instruments in promoting the deployment of RE technologies. The study systematizes approaches to classifying financial instruments based on three key dimensions: (1) the source of financing (public, private, blended), (2) the point of intervention in the renewable energy project cycle (development, construction, operation), and (3) the economic channel of impact (capital cost reduction, revenue stabilization, risk mitigation, liquidity and refinancing). A detailed typology of instruments is provided, including investment grants, tax incentives, feed-in tariffs (FIT), feed-in premiums (FiP), contracts for difference (CfD), green bonds, power purchase agreements (PPA), political risk insurance, currency hedging, and first-loss capital in blended finance schemes. A conceptual classification matrix is proposed that maps instruments against their functions and points of application within the RE project lifecycle. Particular attention is given to how different mechanisms reduce investment risk and enable access to more favorable financing conditions. The proposed matrix can be used as a practical analytical tool for governments, development institutions, and researchers to design targeted support schemes for RE investments. Empirical illustrations from Ukraine are provided to demonstrate the practical relevance of the framework in a high-risk investment environment.
MECHANISMS FOR INTEGRATING CORPORATE SOCIAL RESPONSIBILITY INTO THE MANAGEMENT STRATEGY OF DOMESTIC ENTERPRISES
The article examines the implementation of social responsibility principles in the strategic activities of domestic enterprises. Modern practice requires a transition to a conceptually new approach, which involves the integration of the social component into the overall business strategy. Directions for further research on the key aspects of integrating corporate social responsibility into the strategic management system of Ukrainian enterprises are indicated. There is still no unified position in the scientific literature on the key aspects of integrating corporate social responsibility into the strategic management system of domestic enterprises. Issues related to defining the goals, objectives, tools, and expected results of such integration remain debatable. Current trends in the implementation of corporate social responsibility principles in the activities of enterprises and measures that will contribute to increasing business competitiveness are identified. This is possible by supporting the implementation of energy-saving technologies, providing benefits to socially responsible companies, and raising conceptually and socially responsible initiatives to the level of state priorities. The feasibility of using a system-logical approach in the process of integrating social responsibility into the strategic management system of an enterprise is considered. It is important that corporate social responsibility should be considered as an integral element of the corporate resources system and a component of the enterprise’s strategic portfolio, which ensures its long-term competitiveness and sustainable development. The emphasis is on the need to transform the understanding of social responsibility – from its perception as “social costs” to its consideration in the format of “social investments”. The need to introduce effective social responsibility tools into the practice of enterprises is substantiated, in particular, social communications tools, where it is important to satisfy the social demands of both internal and external stakeholders. The key areas for improving the relationship between strategic management and the concept of corporate social responsibility are identified. Conclusions are presented on the feasibility of considering the basic components of corporate social responsibility (social, economic, and environmental) as integral elements of any development strategy for domestic enterprises. It has been proven that the integration of social responsibility principles into the management system provides an enterprise with the opportunity to form a positive image and business reputation, create a favorable business environment, reduce non-financial risks, and increase its investment attractiveness.
SEGMENTAL ANALYSIS OF THE PL-OPERATOR MARKET
The article presents a segmentation analysis of the logistics services market based on PL-operator models, with a particular focus on the 4PL segment. Fourth-Party Logistics (4PL) operators are defined as strategic managers of clients’ logistics processes, coordinating the activities of 3PL providers, transport companies, warehouses, and suppliers. The study emphasizes that the evolution of 4PL is driven not solely by technological advancement but by the growing demand for integrated logistics solutions. The transition to 5PL is discussed as a response to digital transformation, fulfillment technologies, and ecosystem-based approaches. The paper highlights the increasing role of outsourcing in enhancing business competitiveness and customer satisfaction. It also explores the emergence of fulfillment services in Ukraine, noting their integration within 3PL and 4PL frameworks rather than serving as a standalone basis for 5PL development. The research concludes that the Ukrainian 4PL market is in its formative stage, lacking the institutional clarity seen in industrialized countries. However, it holds potential to become a dominant model in the national logistics sector. The article argues that the development of 4PL standards in Ukraine could significantly improve the competitiveness of domestic logistics services and stimulate industrial growth. Furthermore, the study identifies key trends such as decarbonization and green technologies, which, while essential to 5PL–7PL standards globally, are considered inherent business principles by Ukrainian operators. The mid-term outlook for logistics in Ukraine is thus closely tied to the expansion and strategic structuring of the 4PL segment. The analysis also reveals that each subsequent PL model (5PL, 6PL, etc.) emerges primarily in response to external market conditions rather than internal technological evolution. This insight underscores the importance of macroeconomic stability for the successful implementation of advanced logistics models. Additionally, the study highlights the role of strategic management and marketing in shaping the competitiveness of logistics operators in saturated markets.
CURRENT TRENDS IN THE FORMATION OF COCKTAIL MENUS IN PREMIUM BARS: ANALYSIS OF GENERATION Z’S TASTE PREFERENCES
Modern bartending is undergoing rapid transformation driven by technological innovation, changing cultural codes, and the rise of Generation Z - a new audience with distinct aesthetic and ethical expectations toward beverages. In the premium bar segment, classical recipes are being replaced by conceptual cocktail menus built on ingredient-driven design, zero-waste production, and digital service tools. Leading bars in London, Berlin, and New York prove that today’s cocktail menu functions not only as a commercial product but as a cultural statement combining taste, visual aesthetics, sustainability, and storytelling. The study aims to analyze innovative approaches to cocktail menu development in top global bars and identify how these practices can be adapted in Ukraine. Based on a comparative analysis and a survey of 300 Gen Z respondents, the research found that young consumers prefer fruity-sour and herbal-citrus flavor profiles (4.2 and 3.9 points on a five-point scale), increasingly choose low-alcohol and non-alcoholic options, and value aesthetically appealing cocktails with meaningful stories. Transparency, ethical sourcing, and emotional resonance are crucial to their bar experience. A comparison of international trends shows that London highlights design and technology (AR menus, ingredient-focused lists), Berlin emphasizes sustainability and local sourcing (farm-to-glass, zero-waste concepts), while New York prioritizes creativity and individuality (no-menu formats, storytelling, culinary mixology). These directions reflect the global shift from functional to experiential and value-driven consumption, where a drink becomes a medium of self-expression and social communication. The novelty of the study lies in systematizing international practices in menu creation oriented toward Generation Z and defining adaptable parameters for Ukrainian bars. The practical value is the proposed model for integrating global approaches through local ingredients, zero-waste labs, AR menus, and narrative-based branding. The findings confirm that the competitiveness of Ukrainian premium bars depends on combining international innovations with national identity and Gen Z values. Forming a new-type cocktail menu is not only a design challenge but a strategic step in developing Ukraine’s modern gastronomic culture within the European context.
INTEGRATING ADVANCED DIGITAL TOOLS INTO A CONSTRUCTION FIRM’S STRATEGIC MANAGEMENT
The study addresses the crucial problem of integrating advanced digital tools into the strategic management of a construction company. The paper examines the classical three-stage strategic management process and the evolution towards "Construction 4.0," which relies on a full integration of cyber-physical systems and intelligent tools. The analysis identifies the true strategic value of digital tools: shifting the management focus from tactical project-level thinking to portfolio-level strategic vision. The functionality and strategic role of key digital instruments are systematically analyzed. Building Information Modeling (BIM) functions as the core management system at the project level, enhancing coordination and serving as the information resource for data integration. Enterprise Resource Planning (ERP) acts as the digital core at the corporate level, ensuring full transparency of financial, material, and human resources, which is essential for portfolio management and resource allocation. Project Management Platforms (Procore, Asana) provide operational excellence by ensuring real-time control, task monitoring, and project execution management. IoT and Drones serve as the "eyes and ears" of the digital system, transforming the physical site into a source of objective, real-time data on resources, safety, and progress. AI/ML and Digital Twins represent the highest level of technological sophistication. Their strategic value is in enabling predictive analysis, simulating strategic scenarios, optimizing asset lifecycle, and supporting optimal long-term decision-making without real-world risk and costs. The study proposes an integration model that merges these diverse technologies into a single, continuous strategic management cycle (Formulation, Implementation, and Control). This systemic integration transforms the discrete annual strategy review into a dynamic, data-driven process based on real-time feedback. The integration of advanced digital tools (BIM, Digital Twins, AI, IoT, ERP) holds substantial potential to increase productivity, transparency, and the quality of management decisions.
THE ROLE OF THE ACCUMULATIVE PENSION TIER IN ENHANCING THE EFFICIENCY OF THE FINANCIAL AND ECONOMIC MECHANISM OF PENSION PROVISION IN UKRAINE
The article examines the role of the funded tier in ensuring the effective functioning of the financial and economic mechanism of pension provision for citizens in Ukraine. It emphasizes that the introduction of a mandatory funded pension system is a key stage in modernizing the national pension model, aimed at strengthening financial stability, increasing the level of social protection of the population, and reducing the burden on the solidarity tier of the system. The paper analyzes the economic prerequisites and legal aspects of forming the second tier of the pension system and determines its interrelation with the existing solidarity component. The essence of the funded principle is revealed as a tool for long-term investment, which ensures the mobilization of additional financial resources into the national economy. Special attention is paid to assessing the potential advantages and risks of the funded system’s operation, in particular its impact on the welfare of future retirees, the development of the financial market, and macroeconomic stability. The article presents projected results of implementing the second tier of pension provision, indicating a positive impact on the dynamics of pension payments, the income level of the elderly population, and the overall efficiency of the pension system. It is determined that for the effective functioning of the funded tier, an important condition for success is building public trust in pension institutions, enhancing citizens’ financial literacy, and developing a culture of saving. The study concludes that the establishment of the funded tier is a strategic direction of pension insurance reform, capable of ensuring long-term financial sustainability, increasing the investment attractiveness of the economy, and creating prerequisites for sustainable socio-economic development in Ukraine. It is noted that the creation of an appropriate institutional and legal framework will guarantee transparency in asset management and the protection of participants’ rights in funded pension programs. The use of the funded tier will enhance the financial stability of the pension model and expand the investment opportunities of the national stock market.
COMPREHENSIVE MODEL FOR OPTIMIZING THE DEVELOPMENT OF ENTERPRISE INNOVATION ACTIVITIES UNDER EXTREME CONDITIONS
The article presents a theoretical and methodological approach to developing a comprehensive model for optimizing the innovation activities of enterprises under extreme conditions caused by economic crises, pandemics, natural disasters, and other destabilizing factors. It is established that innovation serves as a key tool for ensuring enterprise resilience, adaptability, and competitiveness in an environment of heightened uncertainty. The proposed concept of a comprehensive approach combines five interrelated components: the creation of internal innovation units or R&D centers; partnerships with research institutions and universities; the implementation of knowledge management systems; the application of open innovation methods; and investment in digital technologies and automation. To quantitatively substantiate the proposed approach, a mathematical model is developed that formalizes the relationships between the main components of innovation activity and the resource constraints of enterprises. The model is based on maximizing the utility function of innovation activity, taking into account weighted coefficients that reflect the influence of R&D investment, partnerships, knowledge management systems, open innovations, and digital technologies. An improved version of the model includes nonlinear dependencies, external factors (economic, political, environmental), and interactive effects between variables that reflect real-world enterprise functioning. The study also substantiates the use of adaptive strategies that ensure dynamic updates of model parameters, sensitivity analysis to identify investment priorities, and monitoring mechanisms through key performance indicators (KPIs). The implementation of the comprehensive optimization model enables more efficient resource allocation, accelerates innovation processes, and strengthens enterprise competitiveness even under unstable conditions. The results of this research can be applied to strategic planning, risk management, and the development of sustainable business policies under extreme circumstances.
THE AGRICULTURAL SECTOR AS A FACTOR OF CURRENCY STABILITY IN THE FACE OF ECONOMIC TURBULENCE
The article presents an in-depth examination of how grain export revenues affect Ukraine’s macro-financial stability, focusing on the multifaceted role of the agricultural sector as a key driver of external income and currency inflows. It identifies major transmission channels through which export-generated foreign currency influences the national economy, including the balance of payments, exchange rate formation, accumulation of international reserves, and fiscal sustainability. Statistical evidence covering the last decade demonstrates that grain exports account for a significant share of Ukraine’s total export structure and ensuring a stable inflow of foreign exchange and compensating for trade deficits in other sectors. The analysis reveals that periods of high global grain prices have coincided with the strengthening of the national currency and growth of international reserves, thereby supporting monetary stability and debt service capacity. The author emphasizes that the agricultural sector serves as a countercyclical buffer, cushioning the economy against external shocks, global price volatility, and geopolitical risks that have intensified since 2022. Moreover, grain exports contribute directly to the revenue side of the state budget through taxation, export duties, and related logistics services. The study highlights the need for policies that enhance the stabilizing effect of agricultural exports, such as modernizing transport and port infrastructure, improving export logistics, diversifying target markets, and introducing transparent taxation mechanisms. It is argued that strengthening the institutional and financial framework of the agrarian sector can improve investment attractiveness, ensure more predictable foreign currency inflows, and reduce vulnerability to global market disruptions. Overall, the article concludes that sustainable development of Ukraine’s grain export potential is essential for reinforcing macroeconomic resilience and maintaining financial stability in the face of ongoing global and domestic challenges.
POLYPARADIGMAL NATURE OF INTERNATIONAL ECONOMIC CONFLICTS
The article substantiates the concept of the polyparadigmatic nature of international economic conflicts, arguing that modern confrontations cannot be explained within a single theoretical model. They emerge at the intersection of neorealist, liberal, neo-institutionalist, constructivist, and geoeconomic paradigms, each revealing specific dimensions of power, interdependence, and ideology. From a neorealist view, conflicts stem from the struggle for dominance in an anarchic world system; liberal and neo-institutionalist perspectives emphasize institutions and interdependence as both constraints and transformation mechanisms; constructivism interprets conflicts through values and discourses, while geoeconomics views them as strategic tools of influence where markets, technologies, and information function as weapons. Contemporary conflicts are increasingly hybrid, integrating competition for resources with trade wars, sanctions, technological restrictions, and information campaigns. This complexity demands a synthesis of material and ideational analyses to understand economic rivalry within global value chains. The analytical framework enables comparative studies of U.S. China trade tensions, sanctions against Russia, and disputes over critical resources such as energy and microchips. It is concluded that international economic conflict has evolved into a structural mechanism of transformation destructive yet generative that redistributes power and technologies, accelerates regionalization, and shapes new alliances. The polyparadigmatic approach provides a methodological basis for anticipating crises, designing preventive strategies, and strengthening resilience amid digital and geopolitical turbulence. It bridges theoretical fragmentation in international economic relations by integrating quantitative and qualitative analysis, allowing assessment of both macro-level power shifts and micro-level behavior of states, corporations, and institutions. The results show that economic conflicts serve as laboratories for testing new governance models, financial regulation, and technological sovereignty. The modern global economy thus functions as a complex ecosystem where competing paradigms coexist and redefine the principles of cooperation and competition. The findings offer practical insights for policymakers, diplomats, and researchers developing adaptive strategies of economic security in a volatile world.
PRODUCTION OF NICHE GRAIN CROPS IN UKRAINE: LEVEL OF DEVELOPMENT AND ECONOMIC EFFICIENCY
The article analyzes the level of development and efficiency of production of niche grain crops in Ukraine in 2015-2024 using the example of rye, oats, millet, buckwheat, rice, triticale and sorghum. It is noted that in general, the sown areas under them during this period decreased by a third, in particular under rice – by four times, under triticale and sorghum – by three, under rye – by two times. In 2024, the largest share in the structure of crops was oats – 38.2%, millet – 20.5% and buckwheat – 20.0%, in total, these crops accounted for 78.7% of the sown areas. Almost half (44.7%) of the gross harvest of niche grain crops is represented by oat crops, the share of rye (21.4%) and millet (15.3%) is also high. It is noted that the volumes of foreign trade in this group of crops fluctuate depending on the situation in the domestic and world markets. Despite the fact that in 2024, compared to 2015, 28.8% less products were exported, due to the increase in prices, the volume of revenue increased by 6% – to 50,559 thousand USD. The main export crops were millet and sorghum with shares in exports of 53.7 and 27.0%, respectively. It is emphasized that the level of economic efficiency of production of niche grain crops fluctuates over the years of the analyzed period depending on the influence of a complex of factors, in particular the level of costs, demand volumes, price conditions, state support for the industry, etc. In 2024, the industry as a whole, across all categories of enterprises, was unprofitable at the level of UAH 1,015 million, which, as shown by the results of the factor analysis of the change in the mass of profit, was 84.3% due to an increase in costs. At the same time, small farms demonstrated the profitability of niche cereals, the level of which was not inferior to the similar indicator for such traditional crops as wheat, corn for grain and barley. This indicates the significant potential of this form of management and the expediency of its support at the state level. In general, the prospects of niche production in the context of the growth of consumer interest in the consumption of food products of plant origin are emphasized, which will contribute to the growth of demand for niche cereals and increasing the efficiency of their production.
STRATEGIC DIRECTIONS OF DIGITAL TRANSFORMATION OF UKRAINE’S INDUSTRIAL ENTERPRISES IN THE CONTEXT OF ENHANCING COMPETITIVENESS
The article examines the strategic directions of digital transformation of Ukraine’s industrial enterprises amid globalization, the digital revolution, and intensifying geoeconomic instability. It emphasizes that in the post-crisis and European integration context, digital transformation has become a critical prerequisite for ensuring sustainable growth, technological modernization, and integration of Ukrainian industry into global value chains. The study substantiates that industrial digitalization is a decisive factor in strengthening competitiveness, stimulating innovation, and increasing productivity within the national economy. Based on a bibliometric analysis conducted using the VOSviewer tool, five stable clusters of the scholarly discourse are identified: technological, managerial, innovation, institutional, and economic–political. Three inter-cluster development trajectories are outlined — “digital technologies → innovation → competitiveness,” “investment → digital infrastructure → economic growth,” and “human capital → digital competencies → sustainable development” — reflecting the systemic interconnection of technological, managerial, and institutional subsystems of the digital economy. It is demonstrated that the effectiveness of digital transformation in industrial enterprises depends on the quality of the institutional–legal, financial, and managerial architecture that harmonizes technological innovations, entrepreneurial models, and mechanisms of state support. The findings confirm the evolution of digital transformation from a narrowly technical process of automation to a comprehensive paradigm of strategic competitiveness management. Policy directions are proposed to advance industrial digitalization in Ukraine: establishing unified standards for digital governance, improving mechanisms of public–private partnership financing, fostering innovation-oriented enterprises and digital hubs, and integrating small and medium-sized businesses into national digital ecosystems. The results may serve as a methodological and analytical foundation for shaping state industrial modernization programs and long-term digital development strategies.
DIGITALIZATION OF WORLD TRADE AS A CONDITION FOR ENSURING ITS COMPETITIVENESS
The article examines the current problems of digitalization of world trade as a condition for ensuring its competitiveness. Today, the world economy, and therefore trade as its integral component, are under the influence of a number of development factors, one of the defining ones of which is digitalization. In the field of world trade, it is manifested in the following: 1) large-scale growth of digital trade and e-commerce; 2) digitalization of customs processes and trade compliance; 3) focus on trade security and data confidentiality; 4) increased use of digital currencies and blockchain technology in conducting digital trade activities; 5) widespread use of artificial intelligence in world trade. Particular attention is paid to the dynamics of growth of digital trade and e-commerce as key driving forces for the modernization of world trade processes. In particular, the state and prospects for the development of e-commerce are considered both in general and on the example of individual continents, countries and product groups. The digitalization of customs administration, automation of control procedures and the formation of a modern trade compliance system are analyzed. In particular, the benefits that companies receive as a result of the digitalization of customs processes and trade compliance are presented. The emphasis is on the importance of ensuring trade security and protecting confidential data in the context of the growth of world trade and the active use of electronic platforms. In this context, the trend of increasing regulatory influence in the field of artificial intelligence and information processing methods is analyzed. The potential for integrating digital currencies and blockchain technology into the sphere of cross-border trade as tools for increasing transparency, security and speed of international trade transactions is assessed. Thus, potential areas of application of blockchain technology in the implementation of international trade transactions are analyzed. The role of the use of artificial intelligence in world trade is studied. In particular, the potential for the application of AI in the implementation of international trade transactions is analyzed.
IMPROVEMENT OF THE ENTERPRISE MANAGEMENT SYSTEM IN THE CONDITIONS OF DIGITALIZATION BASED ON THE ASSESSMENT OF THE EFFECTIVENESS OF MARKETING ACTIVITIES
The article examines the theoretical, methodical and applied aspects of improving the enterprise management system in the conditions of digitalization based on the assessment of the effectiveness of marketing activities. Attention is focused on the fact that digital transformation fundamentally changes the principles of management, orienting enterprises to the use of analytical platforms, automated data processing systems and dynamic decision-making models. It has been proven that effective management in the conditions of the digital economy is impossible without a comprehensive analysis of marketing information integrated into CRM, ERP, BI and CDP systems. In the research process, system and structural-functional analysis was applied to identify the relationships between the elements of the enterprise's management system, as well as a comparative method for analyzing the Ukrainian and foreign experience of digital transformation of management (using the examples of Amazon, IKEA, Unilever companies). The methods of logical generalization and deduction were also used to build the author's conceptual model of the improved enterprise management system. The author's model of the integrated management system has been developed, which combines analytical, evaluation, strategic, operational and motivational blocks, providing a systematic approach to the management of marketing processes. It is emphasized that the implementation of the model increases the level of digital maturity of the enterprise, contributes to the growth of ROMI and CLV indicators, increases customer loyalty, reduces communication costs and accelerates the entry of innovative products into the market. It has been proven that the use of integrated digital systems allows enterprises to increase the efficiency of management decisions, ensure the transparency of communications and create a flexible system of personnel motivation aimed at achieving marketing goals. The practical significance of the obtained results lies in the possibility of applying the proposed model to optimize the processes of planning, analytics and control at enterprises of various industries operating in the environment of the digital economy.