ПІДГРУНТЯ ПОКРАЩЕННЯ ІНФОРМАЦІЙНОГО ЗАБЕЗПЕЧЕННЯ БЕЗПЕКОВОЇ ДІЯЛЬНОСТІ ТОРГОВЕЛЬНИХ ПІДПРИЄМСТВ

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COVID-19 and military operations, having significantly affected the financial and economic activities of Ukrainian enterprises, have actualized the need to solve the complex problem of security on new grounds. The previously dominant policy, which consisted in analyzing mainly internal information to determine the current level of security and establish the main threats, followed by the development of measures to eliminate them, turned out to be insufficiently effective in the face of a significant impact of external factors. It is emphasized that a particularly difficult situation has developed for trade enterprises due to the divergent behavior of consumers and suppliers. The purpose of the research was defined as outlining the content of the related concepts "uncertainty" and "information" with the further improvement of information provision of security activities of trade enterprises. In order to create a basis for improving the information provision of the security activities of trade enterprises, the following methods were applied: induction and deduction, comparison and systematization – in the study of the essential characteristics of the terms "uncertainty" and "information"; synthesis and analysis – for the formation of provisions in the interpretation of "valuable" information and "informational noise"; morphological analysis – to clarify the principles of meeting the informational needs of security subjects; graphic – for visual representation of theoretical and methodical material; abstract-logical – for theoretical generalizations and research conclusions. Based on the clarification of the content of the interrelated concepts "uncertainty" and "information", the conditions for meeting the information needs of security subjects were considered. The classification of uncertainty in accordance with the specifics of the functioning of trade enterprises has been deepened, in particular by highlighting such types of uncertainty as: human, technical and social. Attention is focused on the emergence of uncertainty in the activities of trading enterprises due to: the difficult predictability of the actions of consumers and competitors; insufficient quantity and quality of data for decision-making; lack of clarity in the established goals and criteria for their achievement; time limitation; the impossibility of predicting the severity of the influence of external factors, etc. The principles of bringing the content of the information environment of the enterprise to the needs of security subjects through the installation of filters and separation of information noise are substantiated.