Anti-crisis Program Research Articles

Tax tools for smoothing the negative consequences of the COVID-19 pandemic: foreign experience

The COVID-19 pandemic has become a serious challenge for the entire world community. National governments were forced to introduce restrictive measures to prevent the spread of a new coronavirus infection. However, the self-isolation regime announced in many countries is one of the main factors of the recession into which the world economy has plunged. As a confirmation, the article presents the results of a study conducted by the International Monetary Fund. In connection with these events, anti-crisis programs were developed in many countries of the world, which provided for several packages of financial support measures for the population and businesses. One of the basic tools for implementing the approved economic recovery programs were tax measures, which are the subject of this study. A review of the world practice of using tax instruments allowed us to distinguish two groups. The first group includes tax measures adapted to the new socio-economic realities, which, despite the reduction of the tax burden, are not tax expenditures. The second group includes tax expenses. The scientific novelty of the study lies in the fact that, based on the results of studying international experience, a classification of tax expenditures used to offset the negative consequences of the COVID-19 pandemic was developed. The purpose of the provision is selected as a classification feature. The conducted research allowed us to conclude that the most popular tax expenditures were such tax expenditures as the reduction (exemption) of indirect taxes on medical products and products of firms affected by the introduction of restrictive measures. In addition, tax expenditures in the form of tax deductions and credits for taxes on individual and corporate income have become widespread, encouraging taxpayers to direct savings to finance investments and activities of small and medium-sized businesses, special funds to combat COVID-19.

Small and medium businesses in South Korea and Singapore in the context of the COVID-19 pandemic

The research article analyzes the features of public support for small and medium businesses (SMEs) in the leading countries of the Asian world model of innovative development (South Korea and Singapore). A comparative analysis of anti-crisis government programs of SMEs financing in conditions of COVID-19 is presented. The key directions of using the experience of South Korea and Singapore for the development of a system of state financial and credit support for SMEs in Russia and overcoming the consequences of the coronavirus crisis are proposed. To reduce the financial burden on the federal budget, it is urgent for Russia to switch from SME state support to a system of public-private financial and credit support model. This goal can be achieved by developing an enabling environment for innovation of SMEs and large businesses and incentives to accelerate commercialization and promote Research and Development to the Global innovation market. The study and adaptation to the conditions of Russia of the best practice of the leading countries of the Asian model of innovative economic development in the expansion of effective and targeted state programs of credit guarantees and subsidies for SMEs, forms of tax incentives for national large private companies and foreign investors would contribute to employment growth and increase the contribution of SMEs to Gross domestic product. The advanced experience of South Korea and Singapore can be useful in organizing forms of online business and developing targeted employment support programs in sectors of the economy affected by the COVID-19.

The Growing Ineffectiveness of US Federal Stimulus Programs

The effectiveness of the anticrisis programs of the US federal government to bring the American economy out of the 2020 crisis is analyzed. It is noted that the 2020 crisis was unprecedented in its scale and causes of occurrence, which practically did not occur in American economic history in the period after the end of World War II. The unusual nature of the crisis found its expression in the policy of introducing lockdowns as the main tool in the fight against the coronavirus pandemic, which led to unprecedented drops in the reduction and increase in real GDP over the course of six months. From the very beginning of the implementation of anticrisis fiscal programs, they were characterized by inefficiency in spending budget funds, which was due to several reasons. The main one was political, expressing in the fact that the crisis fell on the year of the Presidential elections. The Republican administration of D. Trump, who is in power, virtualy wasted budget funds «from helicopter» for the speedy overcoming of the crisis, the volume of which significantly exceeded the magnitude of the fall in real GDP. As a result, most of the funds went to support the incomes and, accordingly, the consumer demand of families, individuals, small and medium-sized businesses that received “free” funds that did not require reciprocal labor efforts on the part of payments and benefits’ recipients. In the US economy, a syndrome of unprecedented cash pumping has formed, which by the beginning of 2021 naturally led to an “inflationary overheating” of the economy. Gradually, by the beginning of 2022, inflation, measured by the consumer price index, actually got out of control, which led the Federal Reserve System (FRS) to the decision to switch to a policy of raising the federal fund rate in 2022, which will certainly complicate the US exit to trajectory of sustainable economic growth. The Democratic administration of J. Biden, which took office in January 2021, put forward an ambitious program to overcome the crisis, called "Build Back Better." Initially, the total cost of the program was estimated at $7.8 trln, however, as the program began to acquire legislative status, its cost started decrease sharply precisely because the negative elements of the program, which are reflected in the huge growth of budget deficits and the gross debt pyramid, began to clearly outweigh the costs associated with accelerating economic growth and increasing employment. As a result, in 2021, the US Congress refused to accept those components of the Build Back Better program, which were aimed for a sharp expansion of the block of social programs, mainly in the field of health and education, as well as combating climate change and preserving environmental quality. A year after the publication of the Build Back Better program, a fairly stable stereotype of its public rejection has formed in American society as causing more harm to the American economy than providing tangible socio-economic benefits.

ANTI-CRISIS MANAGEMENT OF PRE-SCHOOL EDUCATIONAL INSTITUTION UNDER MARTIAL LAW

The article reveals the concept of crisis, of anti-crisis management, martial law and step-by-step technology of applying anti-crisis management of preschool educational institution under marital law. Practical recommendations to heads of preschool institutions on the implementation of technology were provided. The impact of Russia’s full-scale military aggression in Ukraine (since February 24, 2022) on functioning and management of preschool educational institutions is outlined. Insufficient preparedness of their leaders for effective managing actions in martial law was identified, one of the reasons for which is the lack of anti-crisis management skills. Based on the analysis of scientific research and publications, it was designated that anti-crisis management is a functional direction of management, a system of management measures and decisions, aimed at diagnosing, preventing, liquidation of crisis phenomena and neutralization of crisis actions in the future. The crisis is characterized as a large-scale, unforseen event that leads to potentially negative results and can cause serious harm to the whole organization, employees, contacts, finance and reputation. The classifications of the causes of crises include martial law – a special legal regime imposed in Ukraine or in some of its districts in the event of armed aggression or threat of attack, danger for Ukraine’s state independence, its territorial integrity. Negative manifestations of martial law as a factor of the crisis are disclosed. The basic principles of crisis management are presented. The step-by-step technology of anti-crisis management of preschool educational institution under martial law was developed – at the initial stage of the war, in the combat zone and in the rear. The structure of the anti-crisis program of the pre-school institution is detailed. The heads of preschool educational institutions were provided with practical recommendations for the application of crisis management technology.

FORMATION OF THE PARADIGM OF GLOBAL ANTI-CRISIS MANAGEMENT DURING THE COVID-19 PANDEMIC CRISIS

The relevance of the research is in the face of the COVID-19 pandemic crisis, which is a global crisis in health care, organizations have developed a new global management paradigm. Managers should engage in a comprehensive compliance monitoring with the policies and Business Continuity Planing procedures. The purpose of the research is to conceptualize the global crisis management paradigm during the crisis of the COVID-19 pandemic. The purpose of the research is to conceptualize the global crisis management paradigm during the crisis of the COVID-19 pandemic. The object of the research is the formation of the global crisis management paradigm as a complex social and economic phenomenon and dynamic process. The subject of the research is an impact of the COVID-19 pandemic crisis on the global crisis management formation paradigm. The methodological basis of the research is formed by the general scientific principles of system approach; analystic methods – logical, factorial, comparative, strategic, managerial; economic-mathematical and organizational-structural modeling methods, quantitative and qualitative research of the main trends and formation and development directions of services, network and digital infrastructures, industry (services) management. The result before the research. 1. The main global crisis management problems are analyzed. 2. The global crisis management components paradigm during the COVID-19 pandemic crisis have been identified. 3. The organization management paradigm in the context of global crisis management is developed. 4. The anti-crisis program of global management of the organization is substantiated. 5. New compliance management problems in context of the global crisis management paradigm are investigated. 6. Developed Agile-management as part of the anti-crisis global management paradigm. It is concluded that in the current realities of the global crisis turbulent environment of the COVID-19 pandemic, organizations must develop their own system of global crisis management paradigm , adapted to the present and future prospects requirements.

РОЗРОБЛЕННЯ АНТИКРИЗОВОЇ ПРОГРАМИ УПРАВЛІННЯ ПЕРСОНАЛОМ ЯК СТРАТЕГІЯ ПОДОЛАННЯ БІЗНЕС-ПРОБЛЕМ ПІДПРИЄМСТВА

Crisis situations arise at different stages of the life cycle of the economic system. Without professionally trained employees, it will be difficult for the company to achieve its goals and objectives. Therefore, to maintain competitiveness, enterprises need to expand innovation processes and attract staff to work. Human resources management is essential for the socio-economic system, especially in times of crisis. In this situation, the issue of retaining valuable personnel of the enterprise, as well as the necessary conditions for continuing active work, comes to the fore. Crisis situation threatens the company not only financial problems and loss their positions in the market, but also the loss qualified personnel, without which it is impossible to overcome the crisis. Retention of key employees is one of the main tasks of management at a crisis stage, and this goal can be achieved if personnel are informed in a timely manner. There is an obvious need to study the issues of anti-crisis personnel management of the enterprise. Thus, to overcome the crisis situation, it is necessary to combine all organizational structures, their complex work and interaction, since without this it is impossible to achieve a positive result. The article discusses the problems of personnel management in crisis situations, identifying the main reasons for the resistance of employees to changes, touches on the topic of the motivational component, presents a management mechanism in crisis conditions. The program of anti-crisis management of the personnel of the enterprise is proposed. The comprehensive anti-crisis program is a mechanism to ensure the stabilization of the organization and provides for the involvement of personnel in the process of getting the organization out of a difficult situation. The authors of the article used research methods such as analysis theoretical and practical research in the field of anti-crisis personnel management. Processes that today occur in the global economy, present introduction of new and progressive forms and methods of personnel management. Thus, the system of crisis management is significantly different from traditional management as management in stable conditions.

IMPLEMENTATION OF MARKETING INSTRUMENTS INTO ANTI-CRISIS PROGRAMS OF NATIONAL TOURIST MARKET PLAYERS

The article gives grounding to importance of implementation of marketing instruments into anti-crisis programs of main players of tourist operators segment of national tourist market. It points out that anti-crisis marketing is aimed at giving assistance to tourist market players to identify the perspectives of the market, elaborate strategic trends and choose tactical instruments of exit from the crisis situation with minimal losses.
 It regards the consequences of the current crisis for tourist sector: economic consequences, consequences for means of living and goals of sustainable development, consequences for environment and climate, cultural consequences.
 It is also pointed out that the current crisis forms unprecedented possibilities of interaction transformation between tourism and nature, climate and economics. It is determined that certain innovational startup-projects can suggest solution of saving the tourist domain from consequence of Corona virus, form added value, have tested prototype and business-plan as well as the potential for use in other countries.
 It accentuates attention on marketing activities connected with renovation of internal tourism, involvement of internal tourists, on the necessity to study trends, potential demand, prepare new products, establish communications with tourists with orientation to national tourist destinations. At the same time, the article describes problems that accompany tourist operators’ work with national accommodation means and absence of state program of internal tourism development with strict performance control.
 The article also analyses activity of the biggest tourist operators of Ukraine in conditions of current crisis and their interaction with tourist agencies and tourists: Anex tour, Join UP!, TUI Ukraine. It makes the conclusion that in spite of difficult situation with pandemic, quarantine restrictions and lockdowns, recurrent waves of COVID-19, restrictions of entry and stay in many popular tourist destinations, the majority of tourist operators did not terminate marketing activity, adapted to the realia of the pandemic. It is pointed out that Ukrainian tourist market players must take into account a number of factors that will determine customer behaviour (choosing shorter terms of rest, preference to individual travel (auto-tourism), individual transfers, individual accommodation, priority of choosing wellness, marine and rural tourism) and select adequate marketing anti-crisis instruments. The article draws attention to popular leisure concept of bleisure (mix of rest and work) as a response to active development of remote work topic and increasing number of “digital travellers”. Such marketing approach is caused by the necessity not only to continue the tourist season but also to develop cultural and historic tourism, shopping tourism, wellness tourism.

Comparative analysis of international crisis management in Covid-19 pandemic

The article identifies economic shocks that accompanied previous pandemics and the features of the 2020 recession. An analytical review of typical measures for overcoming the COVID-19 pandemic and mitigating its economic consequences allowed the authors to identify problems common to all countries and specific challenges for groups of countries. The research made it possible to conclude that in 2020 the vector of support in Russia coincides with the directions of support in most countries, while in the past crises Russia has gone its own way. The authors justify, that applying a network approach to government anti-crisis programs may largely increase their success.

Economic Effects of COVID-19 Pandemic in Poland Compared to other EU Countries

Purpose: The article aims to show what impact the COVID-19 pandemic in 2020 had on the Polish economy compared to the situation in the EU member states. The idea is to show the main economic effects under the conditions of active support of the economy by the government’s anti-crisis program mitigating the adverse effects caused by the pandemic (the so-called Anti-Crisis Shield). Design/Methodology/Approach: The governmental program and business cycle statistics were analyzed, and labor market indicators – the unemployment rate and changes in the number of employed by the industry. The situation in the EU was discussed using fundamental macroeconomic indicators such as GDP growth rate and debt and public finance sector output. Each of these indicators recorded the effects of closing the economy. Findings: The “Accommodation and catering” and “Trade” and “repair of motor vehicles” Polish Classification of Business Activity (NACE) sections were most affected by the crisis. Some industries have seen positive activity despite the lockdown, such as information and communications. The “Anti-Crisis Shield” governmental program allowed to protect jobs and maintain minimum financial liquidity in companies that met the primary conditions for obtaining financial support. The program could not save the whole economy from the effects of the pandemic, but the adverse economic impact measured by the decrease in GDP was more minor in Poland than in other EU countries. Practical Implications: Observations derived from the pandemic behavior of specific industries can be used to model governmental protective and supportive actions for the future. Originality/Value: The effects of the pandemic have been drastic for some industries but beneficial for others. The indicators of the situation in Poland in macroeconomic terms place it in the group of countries that effectively counteract the effects of the pandemic, which bodes well for the period of economic recovery after the pandemic.

Efficiency analysis of state support measures for the small and medium-sized business sector in Russia during the pandemic

A comprehensive analysis of legal and economic measures aimed at state support for small and medium-sized businesses during the COVID-19 pandemic is presented, as well as the relevant regulatory legal acts regulating certain aspects of credit anti-crisis support are studied in detail. Conclusions are presented on the state of the small and medium-sized business sector based on statistical data during the crisis period, and specific negative trends associated with the impact of the pandemic are highlighted. The emphasis is made on a detailed study of foreign experience in the field of anti-crisis measures to support small and medium-sized businesses. Within the framework of the article, such scientific research methods as analysis and generalization were used. It was noted, on the one hand, the high efficiency of anti-crisis support programs, on the other, its problems, including limited and insufficient budget funding.

Current management of the stability of organizations of the investment and construction complex in crisis situations

The article сonsiders topical issues of managing the economic stability of organizations in a crisis. The authors substantiate the need to study regional trends as an integral part of the anticrisis program at the regional level. Early diagnosis of crisis phenomena in the economy proves that a sufficiently high level of socio-economic development does not yet ensure complete economic security and the ability to withstand the threats posed by the unbalanced structure of the economy. Based on this, the problems in the field of ensuring the stability of organizations in the conditions of crises have been analysed and generalized. The problems faced by enterprises and organizations of the investment and construction sector of the economy have been considered. In methodological terms, the authors propose to use a system of indicative analysis and regulation of production and economic activities of enterprises of the real sector of the economy, as an organizational tool for resolving crisis situations in the economy. The study justifies the necessity of the introduction of digital technologies, on the basis of which it is possible to quickly implement the tasks set and achieve the expected results. The authors emphasize that we need our own anticrisis programs that to help maintain the sustainable functioning of organizations in the conditions of crisis phenomena.

The Role of Health Resort Enterprises in Health Prevention during the Epidemic Crisis Caused by COVID-19

The COVID-19 pandemic has reduced or even temporarily halted tourism worldwide. The lack of tourists has huge consequences not only for the tourism industry, but also for the tourism economy. Health tourism enterprises are also affected by this problem, but their situation is somewhat different from other tourism enterprises, as the relationship of these enterprises with the healthcare system provides an opportunity to continue operations, albeit in a different role than the tourism function. The diagnostic objective of this article is to assess the impact of the pandemic caused by the SARS-CoV-2 virus on the activities of tourism and medical tourism enterprises operating in spa destinations after 12 months of the pandemic situation. The cognitive objective, on the other hand, is to identify the roles that these companies play in reducing the impact of epidemic risks. The article presents the results of the research conducted in 19 tourism and medical companies, covering 115 sanatorium facilities, run in Polish health spas. The results indicate that although their economic situation is difficult, it is at the same time stable. Two reasons in particular stand out: (1) financial support from government anti-crisis programs; and (2) implementation of rapid organizational changes that enable the implementation of epidemiological prevention tasks, relieving the burden on infectious diseases hospitals by operating an isolation center, a vaccination center, or a quarantine facility for asymptomatic patients. This use of tourism infrastructure contributes to promoting it as open innovation in tourism.

PECULIARITIES OF FRANCHISING DEVELOPMENT IN A PANDEMIC CONDITION

The article considers the essence of franchising relations due to which small businesses become more competitive and large - strengthen their market position and expand markets for their products. The advantages of franchising are described, the main of which is the possibility of developing your own business with minimal risks during the crisis. Problematic aspects of this form of cooperation for the franchisor and the franchisee are considered, which could be minimized at the stage of signing an agreement. The most popular and developed franchise systems that successfully operate in crisis times are product distribution franchising and business format franchising. Product distribution franchising means the right to sell the company's product range or provide services under the appropriate brand. As for the franchise of the business format, in this case, the franchisee has not only the right to sell goods or services but the very concept of doing business, i.e., the franchisor transfers all his know-how: from uniforms to training and retraining. The main directions of franchising, which began to develop due to the use of information technologies, are considered. Peculiarities of functioning of the domestic and international market of franchising in the conditions of a pandemic among which it is possible to allocate change of organizational and economical format of functioning of the enterprises and growth of popularity of franchises in the field of trade in goods and services. It is proposed to use a franchise of anti-crisis format - a franchise that provides some relaxation on the franchisor part concerning the franchisee in terms of the contract in case of force majeure. Anti-crisis easing and the cases in which they take effect must be stipulated in the contract when concluding it - proposed as practical tools for mobilization and use of resources by the franchisor and the franchisee to form a joint anti-crisis program and the active implementation of digitalization processes. It is necessary to legislate franchising relations at the state level to approve the mechanism of their insurance and financing.

Anti-crisis management – the basis of ensuring the economic security of the enterprise

In the course of the research it was established that under the conditions of modern development of economic relations in Ukraine a significant share of enterprises is in a state of crisis. It is established that crisis processes are predictable and expected and it is necessary to be ready for crisis situations. It was found that the neutralization of crisis phenomena, forecasting and prevention of insolvency of economic entities, as well as the stabilization of their financial and economic activities are possible under the conditions of effective anti-crisis management. Based on the systematization of the authors' interpretations on the definition of crisis management and economic security of the enterprise, it was found that crisis management is the basis for ensuring the appropriate level of economic security of the enterprise. The role of anti-crisis management functions is determined and their division into universal and specific, the action of which is aimed at maintaining the economic security of the enterprise in its various aspects. It is proved that the creation of an effective system of crisis management of the enterprise is a fundamental system, through which you can not only determine the location of the crisis, but also its causes. The essence of the main tasks of anti-crisis management of the enterprise is revealed, the implementation of which will help to identify crisis situations at the enterprise and minimize their negative consequences. The characteristic of principles of anti-crisis management of the enterprise is given. The process of anti-crisis management of the enterprise, which ensures its economic security in terms of the financial component, is studied. It is substantiated that the creation of an effective anti-crisis program is a guideline in ensuring the economic security of the enterprise.

О преодолении текущего кризиса и путях развития экономики России

The report contains proposals of VEO of Russia experts on the restoration of Russian economy and the transition to a dynamic and sustainable socioeconomic development. According to experts it is necessary to double the government’s anti-crisis measures in 2021 and maintain them at this level in the period 2022–2023. An increase of the anti-crisis program could be based on increased borrowing, and partly on the use of funds from the National welfare fund. The report contains measures for restoration of incomes of Russians, first to the level of 2019, and then to the level of 2012–2013 — that is 17% more than in 2020. The necessary structural reforms are listed. The implementation should be started in 2022, when a steady rise in the country’s economy is expected.

КОНКУРЕНТНІ ПЕРЕВАГИ КРАЇН ЄС У КОНТЕКСТІ ПОЛІТИКИ СПРИЯННЯ ТУРИЗМУ В УКРАЇНІ

The pandemic has become a major challenge for the economies of all countries. Travel and tourism are one of the areas most affected. Restrictions on travel both within and outside the country have led to a sharp decline in tourist flows. The challenge of maintaining a business has become paramount for businesses in the hospitality industry. At the same time, the goal of reviving the sphere of tourism has become very important for the economic policy of the state both at the regional and national levels. This is due to the fact that the field of travel and tourism has a significant multiplier effect on the development of other sectors of the economy, plays an important role in achieving the goals of sustainable development and promotes interculturalism. One of the tasks of the anti-crisis policy for the tourism sector is to consolidate the efforts of business, the state and society to preserve the existing potential. In the field of international tourism, this task concerns the restoration of tourist flows and the preservation of competitive advantages that were gained before the pandemic. Therefore, quantifying the identified competitive advantages in the long run is relevant. The article provides a comparative analysis of the competitive advantages of the European Union in the export of tourist services to Ukraine. The object of research is the field of outbound organized tourism. The analysis was performed for the period 2006-2019. The theory of competitive advantages in foreign trade is the methodological basis of the study. The index of identified competitive advantages of Hillman's exports is the main tool of the methodology. The division of EU countries into groups was based on the results obtained. Priority areas of the policy of stimulating entrepreneurship in the field of tourism in Ukraine have been identified for each group of EU countries. The practical significance of the obtained results lies in the possibility of their use in the process of developing anti-crisis programs to overcome the effects of the pandemic in tourism, as well as in the strategic planning of the travel and tourism sector at the level of Ukraine and the country as a whole.

Социально-экономические последствия пандемии COVID-19 в России и странах мира: анализ антикризисных программ, влияние на позицию в международных рейтингах и перспективы восстановления

The article examines the socio-economic consequences of the COIVD-19 pandemic, such as the increase in poverty and social differentiation. Goal. To identify and analyze the socio-economic consequences of the COIVD-19 pandemic in Russia and other countries of the world, the measures taken by national governments to combat these consequences, as well as the dynamics of Russia's position in international economic rankings and the presence or absence of a connection between this dynamics and the dynamics of investment in the national economy. Objectives. Analysis of indicators of poverty and social stratification in Russia and the world in the context of the COIVD-19 pandemic; comparison of anti-crisis economic programs in the largest countries and Russia by GDP; study of the methodology of the most credible international economic rankings; comparative analysis of the dynamics of Russia's position in international economic rankings and the dynamics of capital investment and foreign direct investment in Russia. Methodology. The methods of system analysis, classification and comparison, evolutionary-institutional theory and historical approach were applied. Statistical and other data of the Federal State Statistics Service of the Russian Federation, federal executive authorities of the Russian Federation, the Eurasian Economic Commission were used, and their own calculations were carried out on the basis of these data. Results. It was revealed that in order to combat the socio-economic consequences of the COVID-19 pandemic, governments in different countries implemented comprehensive packages of measures including such as increasing health care costs, direct support for the population, maintaining employment, promoting small and medium-sized businesses, and the most affected sectors of the economy. The total volume of the anti-crisis program in Russia, calculated as a percentage of GDP, is about 2-3 times less than in the largest world economies. Conclusions. At the same time, our country is distinguished by a significantly higher level of concentration of wealth in the hands of a group of so-called «super-rich» citizens, compared to the global average and the level of Eastern European countries, even in the context of the COVID-19 pandemic. At the same time, the dynamics of the volume of capital investment and foreign direct investment, as possible sources of recovery of economic growth, significantly lags behind the dynamics of Russia's position in some international ratings.

ПЕРСПЕКТИВНЫЕ НАПРАВЛЕНИЯ ОБЕСПЕЧЕНИЯ НАДЕЖНОСТИ И ПОВЫШЕНИЯ ДОХОДНОСТИ РОССИЙСКИХ ПРЕДПРИЯТИЙ В УСЛОВИЯХ ЭКОНОМИЧЕСКОЙ НЕСТАБИЛЬНОСТИ

The article clarifies the purpose of increasing the economic reliability of the enterprise. The tendencies of the unstable economic situation are considered. It was emphasized that urgent measures should be taken to solve problems with liquidity, costs, and profitability. The stages of the anti-crisis program to ensure relia-bility and increase profitability in conditions of instability have been developed. The priorities of the operating model of enterprises during the normalization of the situation with COVID-19 are identified.

Коронакризис в ЕС: нокаут или трамплин для интеграции?

Received 25.10.2020. The spread of the new coronavirus infection and the ensuing lock-down dealt a devastating blow to the EU economy. The depth of the crisis, as well as the difficulties of developing a common recovery program, put under question the EU ability to overcome this challenge. As long as the first wave of COVID‑19 is over, the stage of urgent measures responding to unexpected threats is over, the long-term anti-crisis program is negotiated, it is possible and necessary to summarize the interim results of the impact of the COVID‑19 outbreak on the European economy. The purpose of this article is not only to assess the impact of the first wave of the pandemic on the European economy and systematize the anti-crisis measures taken, but also to analyze the role of the coronacrisis in the further development of the EU through the prism of the main integration theories. The study revealed that the coronavirus crisis has not (yet) brought the European integration to its final. Faced to a huge threat to security and well-being, European leaders managed to negotiate a recovery plan. The disadvantages of the deal are the risk of erosion of the supranational governance and the threat of politicization due to belated decisions with limited potential. However, the majority of EU citizens still support further strengthening of the integration. To maintain this momentum, it is important to quickly finalize the mechanisms for implementing the recovery program in order to reduce public discontent and prevent the replacement of supranational governance by intergovernmental interaction.

МІСЦЕ МАРКЕТИНГОВИХ ЗАХОДІВ У СИСТЕМІ АНТИКРИЗОВОГО УПРАВЛІННЯ

The article conducts a study to determine the place of marketing in crisis management of the enterprise, established the role of the main aspects of crisis marketing in modern enterprises; mastered the mechanism of marketing anti-crisis management of enterprises, the purpose of which is to form a strategy for overcoming the crisis and eliminate the consequences of crisis phenomena. In the author's sense, crisis management should cover all subsystems of enterprise management: operational, technical, financial, and, especially, strategic, marketing, personnel. In the author's sense, crisis management should cover all subsystems of enterprise management: operational, technical, financial, and, especially, strategic, marketing, personnel. It is recognized that marketing in crisis management is not just one of the subsystems of the enterprise, but the basis that ensures the sustainability of all its other units. Anti-crisis marketing involves the prompt change of all components of marketing in accordance with changes in the environment, which helps to maintain maximum competitiveness of the company in market conditions. In the crisis of the organization or to prevent it, the same marketing tools are used as in stable conditions, but the goals and objectives of marketing activities change, which acquire new specific features, the main of which is the marketing anti-crisis program. The anti-crisis marketing program should ensure the production and sale of such goods that are in steady demand in the market and bring the company's main profit. The mechanism of anti-crisis marketing in the enterprise as a management system involves the presence of the object (crisis phenomena) and the subject of management, the formation of targeted management processes, subsystem monitoring environment and forecasting: determination of the stage, parameters, volumes and scales of the crisis phenomenon, development, implementation and control of anti-crisis strategies, etc.), choice of means and methods of management, creation of a clear system of adjustment and feedback. The end result of marketing anti-crisis management of the enterprise is the formation and implementation of marketing anti-crisis strategy.