Economics. Management. Innovations

DEMOGRAPHIC POLICY OF REGIONAL DEVELOPMENT: CHALLENGES OF SPATIAL INEQUALITY AND POST-WAR RECOVERY

2025-12-15T12:34:47+02:00

The article examines the key challenges, determinants, and prospects for shaping an effective demographic policy for Ukraine’s regional development in the context of post-war recovery. It demonstrates that the demographic crisis, intensified by the full-scale invasion, large-scale forced and economic migration, and the destruction of critical infrastructure, has significantly deepened spatial inequalities across regions. The loss of labour potential, distortions in age structure, uneven distribution of internally displaced persons, and depopulation of certain territories create long-term risks for the country’s socio-economic resilience. Using official data from the World Bank, UNDP, IOM, and recent analytical reports, the study assesses the scale of demographic losses, shifts in population composition, and emerging regional imbalances.

The article argues that modern demographic policy must be grounded in the principles of territorial differentiation, integrated human capital management, and comprehensive consideration of economic, social, and cultural factors. Particular attention is given to the role of decentralization in enabling region-specific demographic recovery programmes, as well as to the growing importance of digitalisation, including demographic registers, GIS technologies, and big data analytics, for effective monitoring and forecasting of demographic dynamics. The proposed directions for improving public administration include integrated demographic data systems, support for local demographic initiatives, enhanced interagency coordination, and governance approaches centred on the development and preservation of human potential.

The paper concludes that, in the post-war context, demographic policy must shift from declarative strategic intentions to practical implementation, ensuring spatial equity, social stability, and balanced regional development in Ukraine.

BUSINESS PARTICIPATION IN SOLVING SOCIAL PROBLEMS IN TIMES OF CRISIS: INTERNATIONAL EXPERIENCE FOR UKRAINE

2025-12-15T12:54:00+02:00

The article examines the transformative processes of socially responsible business in the context of the full-scale war in Ukraine. It demonstrates that the modern model of corporate social responsibility (CSR) is an integral component of sustainable development and directly influences organizational maturity, adaptability, and the ability of companies to respond to crisis conditions. The relevance of the study is determined by the shift in societal expectations toward business, which under wartime conditions assumes expanded social functions—from supporting national defense to implementing comprehensive humanitarian initiatives.

The purpose of the article is to identify the specific features of CSR mechanisms’ transformation under wartime risks and threats and to substantiate the development of a national model of socially responsible entrepreneurship. The methodological basis includes systemic, comparative, and institutional approaches, enabling an analysis of business behavior in crisis conditions and an assessment of changes in strategic priorities.

The results show that the war has acted as a catalyst for the deep transformation of CSR: businesses have shifted from traditional charitable practices toward long-term support programs for the military, local communities, internally displaced persons, and corporate resilience enhancement. The article highlights the relevance of European experience, where social responsibility is integrated into state sustainable development strategies and supported by institutional mechanisms. The evolution of Ukrainian companies from episodic social initiatives to structured civic responsibility based on partnership with the state and civil society is demonstrated.

The scientific novelty lies in identifying key directions for modernizing the national CSR model and substantiating the need for a National Corporate Social Responsibility Strategy. The conclusions emphasize that during wartime, businesses act not only as economic entities but also as crucial social agents contributing to national security, societal resilience, and the moral consolidation of the country.

KEY DIRECTIONS OF E-GOVERNMENT DEVELOPMENT IN EU MEMBER STATES IN THE SPHERE OF SOCIAL DIALOGUE: DIGITAL PLATFORMS, COLLECTIVE BARGAINING, PROCESS AUTOMATION AND PUBLIC CONSULTATIONS

2025-12-15T13:02:50+02:00

The article offers a thorough and comprehensive analysis of the key trends in the development of e-government in the European Union member states within the broader context of the transformation of social dialogue. The author provides an in-depth examination of the political, institutional, and technological foundations of digitalisation in social partnership, with particular emphasis on the relevance of EU regulatory frameworks – including the eIDAS Regulation, the Open Data Directive, the Web Accessibility Directive, and the strategic initiatives underpinning the Digital Europe Programme. The study convincingly demonstrates that digital instruments function not merely as technological innovations but as catalysts for the modernization of social dialogue, enhancing transparency, inclusiveness, and stakeholder participation.

A notable strength of the article lies in its use of practical examples from Finland, Estonia, Greece, and Portugal, which illustrate the diversity of national approaches to integrating digital tools into social dialogue mechanisms. By analyzing the functioning of e-consultation platforms, integrated service portals, electronic identification systems, and data infrastructures, the author shows how these solutions improve the quality and evidence-based nature of policy formulation. Special attention is paid to the emerging use of automation and semantic text analysis, which are reshaping the administrative and analytical dimensions of collective bargaining and consultation processes.

The article is characterized by a clear structure, academic rigor, and effective use of up-to-date EU policy documents and institutional sources. The topic is highly relevant given the ongoing digital transformation of public administrations and the growing need for efficient, inclusive, and data-driven decision-making. The work will be valuable for scholars and practitioners in the fields of labor relations, public policy, digital governance, and European studies, and it may also serve as a useful resource for teaching and applied research.

STATE OF PUBLIC ADMINISTRATION SCIENTIFIC DEVELOPMENT MECHANISMS FOR OVERCOMING POVERTY AND IMPROVING THE STANDARD OF POPULATION’S LIVING IN UKRAINE

2025-12-15T13:55:44+02:00

The article analyzes in detail the state of scientific development of public administration mechanisms for overcoming poverty and improving the living standards of the population in Ukraine. It shows how the international scientific community has conceptualized and solved the problem of poverty based on a wide range of theories and conceptual approaches: the theory of individual disadvantages; the theory of cultural belief systems; the theory of economic, political and social distortions; the theory of geographical inequality; the theory of cumulative and cyclical interdependencies, etc.

It is outlined that poverty is a serious socio-economic problem that affects many aspects of society. First, it leads to the inability or insufficient provision of basic human needs, such as food, water, housing and medical care, and, as a result, to a general deterioration in physical and mental health. Second, poverty can cause social exclusion and marginalization, affecting people's opportunities to receive education and find work. Third, poverty negatively affects the economic development of the country, as it can lead to the absence of a consumer market and a deterioration in the skills of the workforce, which, in turn, can hinder investment and the development of entrepreneurship.

Also, overcoming poverty requires a comprehensive approach and the implementation of various public administration mechanisms, such as: reforming the social security system (pensions, assistance to families with children, persons with disabilities, etc.), ensuring access to quality education, vocational training and retraining, medical care, stimulating employment, establishing an adequate minimum wage to guarantee a decent level of remuneration, etc. These mechanisms should be integrated into the poverty alleviation strategy and implemented in cooperation with the public, non-profit organizations, and other stakeholders to achieve maximum positive impact.

The contemporary paradigm of public administration, particularly within the challenging context of post-war Ukrainian society, identifies as a critical success factor the cultivation of dynamic and structured platforms for cooperation. This approach requires moving beyond traditional governmental action to actively foster and institutionalize a cohesive partnership that integrates the capabilities of central and local state institutions, the advocacy and oversight functions of civil society, the innovation and resources of socially responsible business, and the evidence-based expertise of the scientific community. The collective action of this network must be strategically channeled towards achieving several interdependent strategic goals: the fundamental restoration and modernization of the nation's economic foundation; the systematic rebuilding of destroyed social and physical infrastructure in the most impacted regions; the proactive generation of sustainable livelihoods and job opportunities; and the development of a robust, responsive social protection framework that can effectively mitigate poverty and support the well-being of those most at risk in the aftermath of conflict.

TRAINING OF HIGHER EDUCATION SPECIALISTS IN FIELD OF KNOWLEDGE D "BUSINESS, ADMINISTRATION AND LAW" IN SPECIALTY D4 "PUBLIC MANAGEMENT AND ADMINISTRATION" AT ZHYTOMYR IVAN FRANKO STATE UNIVERSITY

2025-12-15T14:24:05+02:00

This article examines the comprehensive educational framework for Public Management and Administration at Zhytomyr Ivan Franko State University, spanning bachelor's, master's, and doctoral levels. The study focuses on the program's innovative approach to cultivating a new generation of public administrators equipped to address contemporary governance challenges. Particular emphasis is placed on the program's unique integration of academic expertise and practical governance experience through its faculty composition, which includes former senior government officials, parliamentary deputies, and distinguished scholars from the National Academy of Public Administration. The research details the implementation of progressive pedagogical methodologies, including innovative assessment techniques and experiential learning opportunities. A significant aspect of the program involves strategic partnerships with regional governance structures, facilitating student immersion in practical governance through internships and collaborative projects across Zhytomyr Oblast. The article argues that this integrated approach represents a significant advancement in public administration education, effectively bridging theoretical knowledge and practical application while addressing regional development needs.

The structural design of these educational-professional and educational-scientific programs demonstrates a clear alignment with contemporary labor market demands and the evolving needs of the public sector. The curriculum is strategically developed to cultivate a new generation of specialists equipped for multifaceted roles within executive bodies, local self-government institutions, and the non-governmental sector. Beyond preparing graduates for traditional administrative functions, the programs place significant emphasis on fostering research and innovation capabilities. This dual focus aims to develop professionals who can not only implement existing administrative procedures but also generate new, evidence-based knowledge and initiate transformative professional practices within public administration.

A central objective of the program is to equip graduates with the competencies necessary to ensure the delivery of administrative services that meet socially acceptable standards. This entails instilling a deep commitment to the core principles of modern governance: openness, transparency, accountability, and professionalism. The curriculum is designed to be resilient and forward-looking, preparing students to operate effectively both in the current, challenging conditions and in the complex environment of post-war recovery and reconstruction.

The program's content is characterized by its logical coherence and rigorous alignment with the subject area of specialty D4 "Public Management and Administration." It provides a balanced and robust foundation in both theoretical concepts and applied practical skills. This ensures that graduates are not merely executors of tasks, but are critical thinkers and capable managers, prepared to lead and administer public sector organizations effectively.

A defining feature of the educational framework is its commitment to flexibility through the implementation of individualized educational trajectories. This approach acknowledges the diverse career goals, prior experiences, and research interests of students. The mechanism for personalization is realized through several key instruments: Students are offered a wide selection of specialized courses and modules, allowing them to tailor their learning to specific areas of interest within public administration, such as healthcare management, regional development, or digital governance.

The program facilitates practical experiences in various types of institutions (state authorities, local councils, NGOs), enabling students to align their internships with their professional aspirations.

Provisions for individual schedules and the recognition of prior learning outcomes provide additional flexibility, catering to the needs of different student cohorts.

Opportunities for participation in national and international exchange programs further enrich the individual learning path, exposing students to diverse administrative practices and academic environments.

This learner-centered model empowers students to construct an educational experience that is directly relevant to their personal and professional ambitions, thereby enhancing the efficacy and relevance of their training.

This operational framework for individualized learning is underpinned by a systematic approach to choice architecture. Students exercise agency in selecting not only elective courses but also the specific pedagogical formats—such as project-based seminars, policy labs, or traditional lectures—that best align with their learning preferences. The diversity of educational components ranges from foundational theoretical modules to advanced specialized tracks, each calibrated for varying levels of complexity to accommodate both early-career professionals and seasoned practitioners.

The program's pedagogical design intentionally cultivates higher-order cognitive capabilities essential for public sector innovation. This includes structured training in heuristic problem-solving for ill-defined administrative challenges, methodologies for policy prototyping, and systematic approaches to organizational change management. A distinctive feature is the integration of research-led teaching, where students actively engage in applied policy analysis and develop evidence-based interventions for real-world public management issues.

Furthermore, the curriculum embeds rigorous training in academic research methodologies, positioning graduates to contribute meaningfully to the scholarly discourse on public administration. This research competence extends beyond technical skill acquisition to encompass the development of original conceptual frameworks and empirical studies that address substantive gaps in both theoretical understanding and professional practice. The emphasis on generating knowledge with demonstrable scientific novelty and practical impact ensures graduates can function effectively at the intersection of academic inquiry and administrative innovation.

MECHANISMS FOR PROTECTING SOCIAL AND HUMANITARIAN HUMAN RIGHTS DURING THE RUSSIAN-UKRAINIAN WAR

2025-12-16T10:30:12+02:00

The article conducts a comprehensive analysis of mechanisms for safeguarding social and humanitarian human rights during the Russo-Ukrainian war. It establishes that the legal regime of martial law permits restrictions on certain constitutional rights, including: freedom of movement through curfew implementation; free choice of residence through mandatory evacuations; freedom to leave Ukraine's territory for specific demographic groups; along with rights to work and education. The study reveals that effective humanitarian policy directly depends on identifying critical threats: to national identity, ethnopolitical tensions, historical memory manipulation, and instrumentalization of religious institutions for social destabilization.

Consequently, the formation of a unified civic identity constitutes a fundamental objective of state humanitarian policy. The threat to Ukrainian national identity has emerged from societal ambivalence, characterized by the competition between pan-Russian imperial and European Ukrainian identities within Ukraine, alongside the resonance of "Russian world" ideology among certain population segments. Drawing on the Council of Europe's Needs Assessment Report "Social Rights in Ukraine during War," this study highlights the critical importance of safeguarding civil, political, economic, social, and cultural rights during periods of armed conflict. The mass displacement of populations coupled with the systematic destruction of social infrastructure during warfare severely compromises people's ability to access education, employment opportunities, healthcare services, and other vital resources necessary for sustaining proper living conditions and means of subsistence.

ORGANIZATIONAL AND LEGAL MECHANISMS FOR IMPLEMENTING STATE POLICY IN THE SPHERE OF LABOR PROTECTION IN UKRAINE

2025-12-16T11:05:09+02:00

The article provides a comprehensive analysis of the organizational and legal mechanisms for implementing state occupational safety policy in Ukraine. The study examines occupational safety in both its broad and narrow interpretations. From a broad perspective, occupational safety is defined as a comprehensive system of legal norms regulating the entire spectrum of social relations in the sphere of employment. The narrow interpretation focuses specifically on normative restrictions regarding the employment of certain worker categories, representing a specialized legal regime within occupational safety regulation.

The study identifies several fundamental characteristics of occupational safety. The social dimension prioritizes human life and health as supreme social values within the labor process, establishing worker protection as a cornerstone of state social policy. The economic aspect entails the employer's responsibility to provide proper working conditions, creating an environment where both employee welfare and broader state economic interests are optimized. The legal dimension manifests through explicit regulatory guarantees for preserving workers' life and health, formally established in normative acts. The supervisory-control function enables state verification of employer compliance through specially authorized bodies. Furthermore, occupational safety demonstrates interdisciplinary connections with sociology, safety engineering, ecology, labor hygiene and physiology, psychology, engineering psychology, technical aesthetics, and related fields.

The implementation of state policy in occupational safety is framed by a system of specific principles. These include: the primacy of workers' life and health; full employer responsibility for establishing proper, safe, and healthy working conditions; enhancement of industrial safety through comprehensive technical oversight of production processes, technologies, and products, alongside state support for enterprises in creating safe work environments; integrated solutions based on national, sectoral, and regional programs aligned with socioeconomic policies, scientific advancements, and environmental protection; social protection of workers with full compensation for occupational injuries and diseases; uniform safety standards for all enterprises regardless of ownership or activity type; adaptation of labor processes to workers' physiological and psychological capacities; and economic management methods, including state funding and voluntary contributions for safety measures.

THE ECONOMIC ESSENCE AND FUNCTIONAL SIGNIFICANCE OF MARKETING IN THE ENTERPRISE MANAGEMENT MECHANISM

2025-12-16T11:15:01+02:00

This article examines the modern economic environment, characterized by globalization and rapid digital transformation, which requires enterprises to transition from traditional marketing approaches to the use of flexible, integrated, and customer-oriented solutions. The success of any company is determined not only by its financial results, but also by the proper organization of marketing activities and the flexibility of the management system. In a market economy, marketing has become a fundamental element of the management system, ensuring not only sales, but also innovative development and social responsibility. Thus, marketing is not a separate department, but a philosophy of doing business. With this in mind, the main objective of the study is to identify the specific characteristics of managing a company's marketing activities and to justify priority ways of optimizing it in accordance with the challenges of modernity. The theoretical basis of the study is the works of leading domestic and foreign scientists (in particular, F. Kotler, J.-J. Lamben, L.V. Balabanova, A.O. Starostina, and others) devoted to the problems of marketing in the enterprise management mechanism. The analysis used methods of systemic and structural-functional analysis to determine the place of marketing in the corporate governance hierarchy, comparative analysis to classify marketing strategies (differentiation, low prices, digital marketing, content marketing, etc.), and logical generalization to form conclusions and recommendations. Particular attention was paid to analyzing the role of the marketing information system as a critically important tool for management decision-making. The article reveals that marketing plays a key coordinating role in the corporate governance system, ensuring the coordination of all departments based on a unified strategy aimed at creating unique consumer value. It was found that effective marketing management is characterized by multifactoriality (the transition from 4P to 7P/4C) and analytical orientation, which is confirmed by the growing importance of CRM systems, Big Data, and performance metrics (ROMI, LTV). It is argued that the strategic value of marketing lies in its ability to generate innovation and encourage companies to continuously update their product range. The key features of modern management are recognized as digital transformation, personalization of communications, the need to manage the brand as a strategic asset, and the critical importance of internal marketing for shaping a customer-centric culture. Taking these features into account, the main areas for optimization have been identified: the introduction of marketing automation tools, the integration of logistics and marketing, the development of staff competencies, and effective marketing risk management. The practical value of the results lies in the fact that the proposed improvement measures can be used by management personnel to diagnose and improve existing marketing management systems. The proposed classification of strategies and the identified key features of modern marketing (customer focus, interactivity, ecosystem) provide a roadmap for the transition to a more effective and adaptive management model.

MODERN APPROACHES TO MANAGING ORGANIZATIONAL CHANGE: STRATEGIC, BEHAVIORAL AND TRANSFORMATIONAL ASPECTS

2025-12-16T11:20:07+02:00

The article examines modern approaches to managing organizational change, focusing on three key aspects: strategic, behavioral, and transformational. It reveals the interrelationship between strategic change planning, human resource management, and radical transformation of organizational structures. An integrated change management model is proposed that considers contemporary business environment challenges.

The study explores modern approaches to implementing organizational changes with emphasis on strategic, behavioral, and transformational aspects. Transformational leadership plays a particularly important role as a crucial link between strategic conception and its practical implementation. Leaders capable of inspiring and motivating staff create necessary support and emotional commitment to transformations.

Based on analysis of existing theoretical models and empirical research, an integrated change management concept has been developed that combines structural-strategic components, behavioral mechanisms, and transformational leadership. The research confirms that the effectiveness of organizational transformations significantly increases when these elements are applied systematically and simultaneously.

The proposed concept enables not only increased probability of successful change implementation but also ensures sustainability of achieved results in the long-term perspective. A clear, well-articulated vision of the company's digital future serves as the key element of this triple system, translated into a concrete action plan with defined implementation stages and measurable performance indicators. Research confirms that organizations with such a clear plan demonstrated 1.6 times more frequent productivity growth and ability to quickly adapt to pandemic shocks .

Strategic transparency plays a decisive role in this process, enabling effective resource concentration, precise identification of priority directions, and significant reduction of internal resistance levels. The clear vision serves as a benchmark for all three system components - technological development, management practices, and personnel development, ensuring their consistency.

When every employee understands the ultimate goals of digital transformation, technical projects transform into a joint strategic initiative. Measurable performance indicators and step-by-step implementation make the change process manageable and predictable, which is particularly important in contemporary business dynamics characterized by high uncertainty and rapid changes in the external environment.

THE ROLE OF INFORMATION SYSTEMS AND TECHNOLOGIES IN STRATEGIC MANAGEMENT AND RISK MANAGEMENT OF A MODERN ORGANIZATION

2025-12-16T11:29:46+02:00

The article is devoted to a comprehensive study of the role of information systems and information technologies in ensuring the effectiveness of strategic management and risk management in modern organizations. The paper analyzes current trends in digital transformation that shape the competitive advantages of enterprises in the global business environment. It is shown that the growth of global investments in the IT sector, the active implementation of artificial intelligence, and the development of cloud services and the Internet of Things determine new approaches to strategic planning and enhance the quality of managerial decisions. Particular emphasis is placed on the use of ERP, CRM, BI, and DSS systems, which ensure the integration of business processes, provide analytical support for managers, and contribute to the formation of flexible, data-driven business models.

The article presents research findings from leading international analytical centers (Deloitte Insights, McKinsey, Grant Thornton, BCG), demonstrating the impact of digital tools on management efficiency, organizational growth rates, and strategic resilience. It is shown that companies actively integrating artificial intelligence technologies achieve significantly higher ROI and are able to adapt more quickly to market fluctuations.

Special attention is given to the role of IS/IT in the risk management system. The capabilities of modern digital platforms for identifying, assessing, and monitoring risks in real time are disclosed. The study highlights trends in the growth of cybersecurity threats in 2025, the increasing volume of investments in risk management automation, and approaches based on AI, cloud technologies, and blockchain to enhance data security. The key challenges accompanying digital transformation are outlined, including insufficient alignment of IT strategy with business strategy, data quality issues, a shortage of IT competencies, and intensified cyber risks.

In addition, the article emphasizes the importance of forming a holistic digital culture within organizations, which ensures the effective use of information systems and technologies at all management levels. It is noted that the combination of technological tools with the development of employees’ digital competencies creates favorable conditions for the successful implementation of strategic initiatives, enhancement of innovative potential, and establishment of a proactive risk management system. It is stressed that the future of strategic management lies in the ability of enterprises to integrate modern IS/IT into their operations in a way that ensures not only process optimization but also the creation of long-term value for stakeholders.

The conclusion states that information systems and technologies are a strategic resource that defines the future development of organizations, increases their competitiveness, and ensures resilience in a dynamic business environment. The integration of IS/IT into strategic management and risk management processes is a necessary condition for the effective functioning of enterprises in the modern context.

ORGANIZATIONAL-ECONOMIC MECHANISM OF MANAGERIAL DECISION-MAKING AT FOOD INDUSTRY ENTERPRISES

2025-12-16T12:09:00+02:00

The article provides a comprehensive analysis of the transformation of the organizational-economic mechanism of managerial decision-making at Ukrainian food industry enterprises under conditions of global turbulence and wartime. The author examines the evolution of management approaches during the period of 2000-2025, highlighting the paradigm shift from profit maximization and transaction cost theory to ensuring resilience and supply chain stability.

The study assesses the state of the industry, which experienced a catastrophic drop in production at the beginning of the full-scale invasion (down to -53.5%) but demonstrated adaptive recovery in 2023-2024. Structural changes in export activities and the role of western regions as "rear hubs" for relocated businesses are highlighted. Particular attention is paid to the issue of the "digital divide," which threatens the competitiveness of small and medium-sized enterprises compared to large agro-holdings.

The practical aspects of transforming decision-making mechanisms under modern challenges are examined through the examples of leading Ukrainian agro-holdings. The experience of the "Kernel" company, which implemented a strategy of vertical logistics integration and a 5-stage risk management cycle, is analyzed. The role of ESG principles is explored using the example of the "Astarta" agro-industrial holding. The digital transformation of the "MHP" company is analyzed, highlighting the role of artificial intelligence and automation (specifically WMS) in ensuring customer-centricity and high ROI. A forecast is also presented regarding the increase in investments in digital projects by sector companies up to 50% in 2025.

The conclusions substantiate that the effectiveness of managerial decisions in modern conditions depends on the transition to proactive models, scenario modeling, and full process digitalization, which is a necessary condition for Ukraine to regain its leading positions in the global food market.

MODERN TRENDS IN THE DEVELOPMENT OF INDIVIDUAL ACCOMMODATION ESTABLISHMENTS (IAE) IN UKRAINE

2025-12-16T12:17:11+02:00

Research on Individual Accommodation Establishments (IAE) is important in the context of global and local challenges in Ukraine, particularly military actions, economic instability, and changes in legislation, which require owners to adapt business models. The purpose of the research is a comprehensive analysis of IAE as a subject of the hotel services market, a study of the impact of modern challenges on the development of IAE and their competitiveness, as well as the development of proposals for improving services, including technological optimization, the implementation of environmental solutions, the offer of unique services, the use of marketing tools, and the implementation of advanced information technologies.

The methodological basis of the research is a comparative analysis of IAE and Collective Accommodation Establishments (CAE) according to key criteria (number of places, form of ownership, service organization, booking flexibility). Systematization and generalization methods are employed to classify the key advantages of IAE (flexibility, uniqueness, accessibility) and group the main problems and challenges in their functioning into five categories: economic, legal, operational, reputational, and external factors.

It has been established that IAE create a more personalized experience for guests, while maintaining flexibility in choosing accommodation conditions, in contrast to mass tourism-oriented CAE. However, IAE owners face a number of critical challenges:

Economic: Constant growth in utility costs and depreciation, high competition and price dumping, as well as significant seasonality of demand.

Legal and regulatory: Lack of clear legislative regulation of the market, which creates uncertainty regarding registration, licensing, and income taxation.

Operational: The complexity of administering reservations at high occupancy and the risks associated with property security and guest behavior control.

Reputational: The threat of negative reviews and rating downgrades, which significantly reduces the number of reservations.

External factors: The decrease in tourist flow due to military actions and the need to focus on domestic customers or long-term rentals.

The practical significance of the study lies in the development of strategic solutions to overcome these problems.

STRATEGIC MARKETING IN CONDITIONS OF MILITARY INSTABILITY: CHALLENGES AND ADAPTATION MECHANISMS

2025-12-16T12:52:02+02:00

The article examines the features of the formation and implementation of strategic marketing in conditions of military instability, which causes radical changes in the functioning of the national economy and market systems. The essence and interrelation of the concepts of "strategic marketing", "military instability", "adaptive mechanisms" and "enterprise competitiveness" are revealed. Attention is focused on the fact that strategic marketing during the war period acts not only as a tool for maintaining market positions, but also as an effective mechanism for adapting business to crisis conditions. The key areas of influence of military factors on the marketing activities of enterprises are identified, in particular, a decrease in effective demand, the destruction of logistics chains, resource shortages and changes in consumer priorities. It is proved that the successful adaptation of enterprises to the conditions of a military environment requires a rethinking of strategic approaches to management, flexibility of marketing decisions and the introduction of innovative models of behavior in the market. The role of the innovative potential of an enterprise as a basis for the formation of competitive advantages in an unstable environment is considered. It is emphasized that strategic marketing management should focus not only on short-term survival, but also on ensuring sustainable development after the end of hostilities. Particular attention is paid to anti-crisis marketing tools, which include diversification of sales channels, development of digital communications, reorientation of target segments and formation of a socially responsible brand image.

It is established that strategic marketing in conditions of military instability becomes an integration element of the enterprise management system, which combines analytical, planning, communication and adaptation functions. It is substantiated that the use of a strategic approach to marketing activities allows enterprises to monitor changes in the market environment, increase the flexibility of management decision-making and promptly respond to the challenges of the external environment. It is noted that in modern conditions, innovative activity and strategic thinking become the main factors in increasing competitiveness.

The article concludes that strategic marketing in wartime should perform adaptive, stabilizing and prognostic functions aimed at the formation of long-term competitive advantages. The implementation of a systemic approach to marketing management ensures increased stability of the enterprise, reduces risks in the process of its functioning and creates a basis for restoring the country's economic potential. Thus, strategic marketing in conditions of war instability becomes a key factor in maintaining business efficiency, developing innovative activities and ensuring the competitiveness of the national economy as a whole.

DIRECT MARKETING IN THE SYSTEM OF MARKETING COMMUNICATIONS

2025-12-16T13:05:45+02:00

The article examines the role of direct marketing within the system of marketing communications and its significance for building long-term relationships between a company and its consumers. The essence of direct marketing is revealed as a set of tools that enables personalized interaction with the target audience based on individual requests, behavioral characteristics, and analytical data. The article substantiates the nature, purpose, and main tasks of direct marketing and analyzes its key channels. Particular attention is devoted to the main direct marketing instruments such as email marketing, mobile messaging, messengers, retargeting advertising, personalized social media content, chatbots, and telemarketing.

Special emphasis is placed on the advantages of direct marketing, including precise targeting, flexible communication adjustments, rapid feedback, and measurability of results. It is highlighted that the effectiveness of direct marketing largely depends on data quality, the level of automation, and the company’s ability to tailor content to consumer needs. At the same time, the study outlines challenges related to the use of direct marketing tools, such as privacy issues, communication overload, and risks of declining loyalty due to irrelevant messages.

The article analyzes the popularity of this method in Ukraine and identifies key problems and prospects for its development. Definitions of all elements of direct marketing are provided, and the main factors influencing its popularity, importance, and methodological diversity are determined. The goals of direct marketing for businesses and consumers are outlined, and the opportunities and challenges of its development in Ukraine are discussed.

It is concluded that direct marketing is a strategic element of modern marketing communications, capable of enhancing the effectiveness of customer interaction and supporting a company’s competitiveness in a dynamic market environment.

A COMMODITY APPROACH TO WINE QUALITY ASSESSMENT USING INTELLECTUAL TECHNOLOGIES

2025-12-16T13:12:36+02:00

The relevance lies in the constant development of the culture of wine consumption, the improvement of methods for its assessment, and the growth of the role of sommeliers as specialists capable of subtly recognizing and interpreting the organoleptic characteristics of a drink. Changes in approaches to tasting, the introduction of new technologies (in particular, electronic tongues), as well as the increase in interest in gastronomic expertise indicate the importance of scientific and practical understanding of the evolution of wine assessment. Holding professional competitions, in particular "The Best Sommelier of Ukraine", actualizes the issue of professionalization of the industry and the formation of new quality standards in winemaking and sommeliers. The purpose of the study is to analyze the evolution of wine assessment methods in the context of modern sommelier practices and the impact of technological innovations on wine tasting. To achieve this goal, the following methods were used: comparative analysis of traditional and modern tasting techniques; methods of organoleptic research, which include the assessment of visual, aromatic and taste characteristics of wine; content analysis of materials from international and national sommelier competitions; as well as the study of modern scientific developments, in particular the technology of the "electronic tongue". It was determined that modern sommelier practice is based on a phased analysis of wine: visual, aromatic, taste and aftertaste. In particular, aroma is recognized as a key factor in the differentiation of wines, but it is the taste qualities that allow us to identify the true origin of wine - terroir or industrial. The study also confirmed the effectiveness of using innovative technologies, such as an electronic tongue, which, thanks to artificial intelligence, is able to accurately classify wines and form recommendations for their combination with food. The study showed that approaches to wine tasting have undergone significant changes, adapting to new market requirements and technological progress. Traditional wine evaluation, which was previously based mainly on its aromatic characteristics, is now supplemented by the analysis of texture, acidity and aftertaste. The importance of objective tools, such as sensory devices and electronic tasting systems, is growing, allowing for greater accuracy and consistency of evaluation. At the same time, wine tasting remains an art in which personal impressions and cultural contexts play an important role. Scientific novelty. The study proposes an updated approach to the analysis of wine tasting, which combines sensory evaluation with elements of modern technologies. For the first time, emphasis is placed on the integration of objective tools (for example, electronic sensors) into the process of evaluating the organoleptic characteristics of wine

PayKit AS A DIGITAL TRANSFORMATION TOOL IN BUSINESS MANAGEMENT IN HoReCa

2025-12-16T13:38:52+02:00

Globalization and intensive penetration of digital technologies into all spheres of economic activity and business require a quick response to ensure a comfortable environment for a potential client. Hospitality enterprises need a special approach to the integration of digital technologies and the expansion of the range of services in the cloud and digital environment.

Digitalization has become a challenge and a tool for continuous improvement for HoReCa enterprises. Ensuring business competitiveness becomes possible through the constant integration of innovative technologies and the development of strategies that will contribute to the growth of economic, social and environmental efficiency. The article examines the expediency and identifies the need to implement the PayKit POS system in the activities of hotel and restaurant business establishments. The introduction of digital tools into the enterprise management system and the technology of implementing business processes change the functionality of the enterprise and make it convenient for the guest to receive services. In the process of the study, it was noted that the PayKit POS system helps to optimize business processes from the provision of services to the tools of institution management technology. The low cost of using cloud services with advanced functionality contributes to increasing profitability and ensures the implementation of a competitive business. An effective CRM system, automation of finances, warehouse operations and an analytics module provide a personalized approach to the provision of services and provide an opportunity to study needs and satisfy them for each guest individually. Such a software solution for the automation of both production processes and the business management system as a whole provides quick service of all cash operations (cash and through the contactless payment system), accounting of production stocks in the warehouse (from receipt to disposal by sale or write-off, the possibility of residue control). The advanced functionality of the PayKit POS system provides the ability to develop loyalty programs, ensuring effective management of sales in remote mode from any gadget. The capabilities of this software solution, when integrated into the business process, ensure the operation of the mobile cash register, accounting and control functions at the enterprise, provide the opportunity to carry out fiscalization thanks to the built-in software registrar of settlement operations. The advanced capabilities of the analytics module ensure the formation of sales reports, financial indicators and analysis of business indicators, which makes business management easy and efficient. Network management is affordable and convenient due to the creation of a single cloud cabinet. Therefore, the integration of the PayKit POS system into HoReCa enterprises simplifies the organization of business processes and provides ample opportunities for the formation of a competitive business.

DEVELOPMENT OF A MOTIVATIONAL MANAGEMENT SYSTEM AT IT ENTERPRISES IN THE CONTEXT OF DIGITAL TRANSFORMATION

2025-12-16T13:46:17+02:00

The article considers theoretical and practical aspects of the development of the motivational management system at IT enterprises in the context of digital transformation. The influence of motivation on the activation of the activities of IT employees is determined. It is proven that the modern IT industry is characterized by high global competition, dynamism and the need for constant improvement of human capital, which determines the need to create effective motivational mechanisms for personnel management. The essence of the concept of "motivational management" as a system of managerial influences aimed at forming internal and external incentives for the effective work of employees is analyzed. Particular attention is paid to the transformation of motivational approaches under the influence of the digitalization of business processes, the introduction of flexible employment models, remote work and productivity management tools through digital platforms. The role of intangible motivation, which is of particular importance in IT companies, where the key factors of employee satisfaction are professional development opportunities, autonomy in decision-making, involvement in innovative projects, corporate culture and a favorable psychological climate, is studied. It is revealed that effective motivational management should be based on a combination of material incentives with a system of socio-psychological and organizational factors that form trust, loyalty and team interaction. The study analyzes current trends in the field of personnel motivation management in IT companies. It is substantiated that digital transformation creates new opportunities for the formation of intelligent motivation management systems based on data analysis, automation of HR processes and the introduction of artificial intelligence into management decisions. At the same time, risks associated with the loss of personal contact, a decrease in emotional involvement and professional burnout of employees in virtual teams are identified. The article proposes a model for the development of a motivational management system for an IT enterprise, combining digital tools, innovative incentive methods and a value-based approach to personnel management. The results of the study are of practical importance for IT company managers, HR managers and scientists dealing with the problems of personnel management in the digital age. The implementation of the proposed approaches will contribute to increasing the efficiency of organizational activities, strengthening competitive advantages and forming a high level of involvement and professional motivation of employees in the field of information technologies.

MENU ENGINEERING AS AN EFFECTIVE ANALYTICAL TOOL FOR ENHANCING RESTAURANT PERFORMANCE

2025-12-17T12:41:31+02:00

The article examines menu engineering as an effective analytical tool for enhancing the performance and profitability of restaurant enterprises under conditions of economic instability. The relevance of the study is driven by rising food and operating costs, inflationary pressure, changes in consumer behavior, and increased competition in the restaurant industry. In this context, managing profitability at the level of individual menu items becomes a critical managerial task rather than focusing solely on overall financial results.

The study systematizes theoretical approaches to menu analysis developed by both international and Ukrainian scholars, with particular attention to the models proposed by Miller, Kasavana and Smith, and Pavesic. The evolution of menu engineering is traced from traditional analyses based on food cost percentage and sales volume to more advanced models incorporating contribution margin and weighted profit contribution. It is demonstrated that reliance on a single evaluation criterion does not provide an adequate assessment of menu performance, whereas the combined application of multiple models improves the quality of managerial decision-making.

The article identifies and substantiates the key functions of menu engineering, including analytical, cost-control, marketing, planning, and staff management functions. Menu engineering is conceptualized as an integrated management tool that combines principles of managerial accounting, marketing analytics, and behavioral economics. Special emphasis is placed on the practical importance of regular menu analysis for pricing adjustments, recipe optimization, targeted promotion of high-margin items, and the elimination of low-performing dishes.

The study also highlights the modern interpretation of menu engineering, which extends beyond financial analysis to include menu design, item placement, visual cues, and neuromarketing techniques that influence customer choice. The findings confirm that systematic application of menu engineering contributes to improved restaurant profitability without significant increases in operational costs.

CYBER RISK MANAGEMENT IN THE EDUCATIONAL ENVIRONMENT

2025-12-19T10:46:19+02:00

This article is devoted to a comprehensive study of methods and technologies for monitoring and analyzing cyber threats in the educational environment, which is particularly relevant in the context of rapid digitalization and the growing dependence of educational institutions on digital platforms, electronic document management, distance learning, and cloud services. The article reveals the nature of modern threats characteristic of educational infrastructure, in particular phishing attacks, unauthorized access, malicious software, data leaks of students and staff, as well as manipulative information influences.

To achieve the research objective, a comparative analysis of technological solutions used in international cyber security practices for educational institutions was applied. Combined with methods of synthesis, induction, generalization, and logical modeling, this made it possible to substantiate optimal approaches to building systems for detecting and preventing cyber threats. The application of event log analysis methods, SIEM systems, IDS/IPS technologies, signature and behavioral models of malicious activity analysis, as well as the possibilities of machine learning for predicting cyber risks were analyzed. A critical review of current scientific approaches made it possible to identify the basic requirements for an effective cyber protection system for the educational environment and to highlight its functional components.

The article presents an assessment of the readiness of Ukrainian educational institutions to implement modern cyber protection technologies, describes typical problems related to insufficient funding, low digital culture of staff, and the lack of standardized protocols for responding to cyber incidents. Practical recommendations are proposed to increase cyber resilience: strengthening infrastructure security, introducing centralized monitoring systems, regular training of teachers and students, applying European cyber hygiene protocols, and adapting the best practices of international organizations, in particular ENISA and ISO/IEC. The practical significance of the work lies in the fact that the conclusions and recommendations can be used by heads of educational institutions, IT specialists, and government agencies when developing information security policies, improving cyber resilience, and creating a secure digital educational environment.