Competitive Conditions Research Articles

DEVELOPMENT OF THE ENTERPRISE ADVERTISING CAMPAIGN IN A TECHNOLOGICAL ENVIRONMENT

Summary. In the conditions of modern competition, for effective functioning, any company must provide effective and correct information about itself, the products it produces, or the services it provides to potential consumers. Therefore, in the conditions of a market economy, enterprises try to actively use advertising opportunities and develop existing advertising strategies. The advertising industry in Ukraine has only recently begun to develop, but advertisers already have enough experience to improve their enterprise efficiency. Professionals who understand the importance of advertising are constantly on the lookout for new and impressive advertising initiatives. They know how to invest funds to hold a successful promotional event and get the world talking about them. At the same time, some company managers still have to spend money on advertising and it can be unreasonably expensive, but companies must familiarize potential consumers with their products or services. Successful advertising campaigns can help companies increase their visibility in the market and differentiate themselves in a competitive environment. The paper considers the process of developing an effective advertising campaign for the enterprise. The article substantiates the necessity of conducting an advertising campaign and highlights the main stages of its development: audience analysis, determination of the campaign's goals and objectives, selection of advertising channels, development and implementation of a creative concept. Each of the stages of the development of an advertising campaign is considered in detail and recommendations for their implementation are provided. Special attention is paid to the selection of effective advertising channels and the use of Internet marketing. Keywords: advertising campaign, marketing, company, target audience, advertising channels, budget, effectiveness, analysis, strategy, advertising initiatives, technological environment.

Adaptation determinants of artificial intelligence in small and medium enterprises

Purpose: Small and medium enterprises (SMEs) are increasingly using artificial intelligence (AI) in their operational and strategic activities. In order to properly prepare for the processes of AI implementation and to plan the path of digital transformation using the tools it supports, enterprises need to be fully aware of the factors that determine a successful implementation of the processes. The aim of this text is to identify the key determinants related to the adaptation of AI tools and technologies in business processes and operations of SMEs. Design/methodology/approach: In order to establish a catalog of adaptation determinants of artificial intelligence in SMEs, 24 deliberately selected academic texts indexed in the EBSCO database and published between 2021 and 2023 were analyzed. The research methods that were used are: an exploratory research approach and a single-step logical classification method, fulfilling the required criteria of exhaustiveness and separability in the selection. Findings: Using an exploratory approach to literature research, we identified 55 different factors impacting AI adaptation in SMEs, which we divided into the following seven categories, using a logical classification method: strategy and business model, culture and attitude, resources, support, entrepreneurship and innovation, competitive position and environmental conditions. Research limitations/implications: The research results have theoretical and practical implications. In the theoretical aspect, they can be a starting point for searching for methods to deal with identified determinants. In a practical aspect, the identified conditions may constitute a guide for SMEs planning to implement AI tools. A research limitation may be the fact that due to the dynamic development of the technological environment of SMEs, the identified catalog of determinants is certainly not closed. Originality/value: The added value of the conducted research mainly concerns the identification and categorization of adaptation determinants of implementing AI in SMEs, which can significantly contribute to increasing the awareness of the SMEs about the challenges they face on the path of digital transformation.

ОРГАНІЗАЦІЙНО-ЕКОНОМІЧНІ АСПЕКТИ ПОБУДОВИ МЕХАНІЗМУ УПРАВЛІННЯ ВИТРАТАМИ НА ПІДПРИЄМСТВАХ

With the development of digitalization in Ukraine, which has led to an increase in opportunities for foreign economic activity, interest in cost management as one of the factors of competitiveness of products and services has increased significantly. Cost management in competitive business conditions is one of the main components of managing the activities of enterprises, which allows to achieve effective functioning and has the ability to influence the vital activities of the enterprise. That is, costs are the main limiter of profit and, at the same time, the main factor of efficiency, the level of which is affected by the volume of supply and management decisions of the management of the enterprise in the economic system. In these languages, it is impossible to do without cost management and planning of their value for the future. The article examines the organizational and economic aspects of the household cost management mechanism, which begins with the cost management strategy at the enterprise. The strategy begins with the composition and structure of costs by operations and by functional divisions, then the carriers of costs and the method of distribution of costs, their accounting, analysis by divisions, types of activities and types of products (services) are determined. The next step is the selection of the cost calculation method and the organization of the accounting system, which takes into account: information support, technical support, personnel training, separation of rights and responsibilities, interaction of departments. Consolidation of responsibility: type of expenses, volume, type and size of responsibility, motivation. Then we conduct a cost analysis and, based on the results, leave the cost management system unchanged or take measures to reduce costs. After the measures, the result is evaluated. Cost measurement and analysis is the first step in a cost management system. This is a holistic analytical procedure that includes a set of interdependent stages and is the main element of the cost management mechanism. Also, the article describes two main approaches to the analysis and subsequent management decisions regarding cost optimization: analysis of the cost structure and reduction of critical types of costs and analysis of comparative indicators.

FUNDAMENTALS OF THE RELATIONSHIP BETWEEN INTELLECTUAL CAPITAL AND INNOVATION

Current trends in market globalization, ever-changing economic environments create challenges for companies to increase their competitive advantages through internally generated intangible assets, in order to gain advantages in competitive market conditions, the study of intellectual capital and innovation as competitive differentiating factors becomes relevant. Taking into account the latter, the study of the concepts of intellectual capital and innovation and the identification of their interactions becomes relevant. In relation to the above, this article discusses the components of intellectual capital that promote innovation. The purpose of the article is to present the collaborative foundations and effects of innovation and intellectual capital. The article examines the concept of intellectual capital and its component elements, considers the localization of their sub-components in the context of innovations. In this article, the nature of dynamic developments and trends in the management of intellectual capital and implementation of innovations has been revealed, based on the inevitable necessity of economic developments. It is becoming clear that intellectual capital and innovation have a symbiotic relationship, each influencing the other. Intellectual capital refers to a company's intangible assets, including knowledge, experience, skills, patents, trademarks, and organizational processes. Innovation, on the other hand, involves the creation and implementation of new ideas, goods, processes or services that bring about positive change.In the framework of the research work, an analysis of theoretical material was performed, such research methods as content analysis of documents, analysis method were used. Conducted studies allow us to draw conclusions, the positive organization of intellectual capital and innovation interactions is an important necessity, which at the same time gives a competitive advantage.

Research on CO2/CH4/N2 competitive adsorption characteristics of anthracite coal from Shanxi Sihe coal mine.

This study aims to solve the problem of unsatisfactory development and utilization of coalbed methane and CO2 storage efficiency. It is focused on the adsorption behavior of CO2, CH4, and N2 in the macromolecular structure model of Shanxi Sihe coal mine anthracite, as well as the competitive adsorption behavior of CO2/CH4 and CH4/N2 binary gas mixtures with different ratios. Experimental analysis such as elemental analysis, solid 13C nuclear magnetic resonance (13C NMR), Fourier transform infrared (FT-IR) spectroscopy, X-ray photoelectron spectroscopy (XPS) and X-ray diffraction (XRD) analysis were used to construct the Shanxi Sihe coal mine model of the macromolecular structure of anthracite coal. The Grand Canonical Monte Carlo (GCMC) and molecular dynamics (MD) simulation methods were used to study the adsorption capacity and heat characteristics of CO2, CH4, and N2 at different temperatures using a molecular model of anthracite coal from Shanxi Sihe coal mine, as well as the competitive adsorption characteristics of CO2/CH4 and CH4/N2 binary mixtures. The mechanism of the influence of temperature and gas properties on the adsorption capacity and heat of adsorption was revealed from a microscopic perspective. The results indicated that the aromatic carbon content of anthracite in the Sihe coal mine, Shanxi is 81.19%, and the ratio Xbp of aromatic bridgehead carbon to surrounding carbon is 0.489. The aromatic structure is mainly composed of pyrene and anthracene. The molecular formula of the macromolecular structure model of anthracite in Shanxi Sihe coal mine is C233H157O13N2. The adsorption capacity and equivalent adsorption heat of the macromolecular model for adsorbing single-component gas CO2/CH4/N2 decrease with the increase in temperature. The temperature has the greatest impact on CO2 adsorption capacity and adsorption heat, followed by CH4 and N2. Under the competitive adsorption conditions of CO2/CH4 and CH4/N2 binary mixtures, the higher the partial pressure of a single-component gas in the mixture, the greater the adsorption capacity of the gas. The difference in the adsorption heat of CH4 and N2 is smaller than that of CH4 and CO2. The conclusions obtained from the study can provide technical and theoretical support for formulating reasonable drainage methods for coalbed methane wells.

Presenting a Paradigmatic Model of Creativity, Innovation, and Entrepreneurship for Sustainable Economic Growth in Business Units (Case Study: Home Appliance Manufacturers)

Objective: The current research aims to present a paradigmatic model of creativity, innovation, and entrepreneurship towards sustainable economic growth in business units (Case study: Home appliance manufacturers). This study is applied in purpose and descriptive-analytical in nature. Method: The research method is qualitative. The population of this study includes academic experts and executive managers in the home appliance industry, calculated as 11 individuals through snowball sampling and theoretical saturation point. The data collection tool is semi-structured interviews. The analysis of this part is conducted using grounded theory. Findings: The qualitative research results propose the desired paradigmatic model, emphasizing the response to the main research question in the form of six main categories and subcategories. Conclusion: Causal factors including organizational entrepreneurship, development of products based on industry standards and competitive advantage. Contextual factors include government support, developmental infrastructures, and financial support for standardization in entrepreneurship. Intervening factors include the product quality condition for competitiveness, sustainability categories, and attention to labor. Strategies include reforming laws, developing science and technology parks, and accelerating capital turnover. Outcomes include commercial and economic liberalization, development of the innovation and technology ecosystem, and increased productivity. The core category includes technology, ideation, employment generation, and international competition.

ԱԳՐՈՊԱՐԵՆԱՅԻՆ ՀԱՄԱԿԱՐԳԻ ԿԱՌԱՎԱՐՄԱՆ ԿԱԶՄԱԿԵՐՊԱՏՆՏԵՍԱԿԱՆ ԿԱՌՈՒՑԱԿԱՐԳԵՐԻ ՄԻՋԱԶԳԱՅԻՆ ՓՈՐՁԸ ԵՎ ԿԻՐԱՌԵԼԻՈՒԹՅԱՆ ՀՆԱՐԱՎՈՐՈՒԹՅՈՒՆՆԵՐԸ ՀՀ-ՈՒՄ / INTERNATIONAL EXPERIENCE AND POSSIBILITIES OF APPLICABILITY OF ORGANIZATIONAL AND ECONOMIC MECHANISMS OF AGRICULTURE SYSTEM MANAGEMENT IN RA

The purpose of the article is to study the theoretical and practical provisions on the organizational and economic mechanisms of the management of the agro-food system, as well as to develop an applicable and modern scheme of the organizational management system of the agrarian sector of RA based on the research and localization of international experience. The problems of the article are: highlighting the main principles of the formation of the organizational and economic mechanism of the management of the RA agro-food system: stability, addressability, guarantee, clear distribution of powers and provision of equal conditions of competition, taking into account international experience and global development trends, as well as developing key milestones and setting improvement directions. The article used dialectical, scientific methods of elimination, comparative analysis and logical methods. Based on the conclusions made as a result of the research, a new approach to defining the concept of agro-food system management was proposed, that is: the management mechanism of the agro-food system is a continuous and systematic process of changing the existing system and its subsystems, which stems from the need for a targeted and complex solution to management problems, as well as from the objective requirements of the effective operation and further development of the agrarian sector. Based on it a new scheme of the organizational management system of the RA agrarian sector was developed.

Analysis of the current state of small business and private entrepreneurship development

The small business sector is gaining importance as a basis for structural change of the regional economy in creating healthy competition conditions, ensuring employment of the population, and solving the problems of filling the market with goods. In the system of the internal market economy, entrepreneurship is increasingly forming the basis of production, it is becoming crucial in establishing the processes of reducing poverty and ensuring economic growth. The development of small business enterprises is of great importance for the development of the entire country and its regions, as it is a source of economic growth. The unique experience gathered by local enterprises and the positive results of small business development in countries that have passed the stage of economic system reform indicate that small business has achieved great success in the process of forming the market system. In this regard, it remains relevant to study the main conditions, trends and characteristics of small business development in the region.

Quality Management Research in Tourism Literature: A Bibliometric Analysis Approach

Quality is an important indicator for the service sector. Currently, increasingly competitive conditions, technological development and changes in customer demands and needs bring importance to the concept of quality in the tourism sector, as in many other sectors. The key role of quality management in enabling sustainable competitive advantage has guided many researchers in the field of tourism science to focus on this issue. Nevertheless, there are limited bibliometric and systematic assessments, even though they are becoming increasingly popular in the tourism industry. To contribute to further research collaboration and expand knowledge in this subject area, a bibliometric study was conducted. This research examines quality management in the tourism literature, the growth trajectory and geographical distribution of studies, the distribution of publications according to WOS indexes, the most productive authors and countries, the authors and documents that have had the greatest impact, the intellectual structure of quality management, global academic collaboration, and the main themes of publications. This study aims to identify the key issues and gaps in the literature related to quality management in the context of tourism. For this purpose, the Web of Science (WoS) database was scanned. This paper conducts a bibliometric literature evaluation of 993 articles published between 2004 and 2023. Performance analysis and science mapping techniques were used in this study. Visualization of similarities (VOS) viewer software was used to create bibliometric maps. It is concluded that the concepts of service quality and quality of life (QoL) have become prominent in tourism. It is also determined that words related to sustainability and the environment have been used in recent years. According to the results of the study, 2021, 2022 and 2020 are the most productive years. China, the USA, and Spain are the countries that have contributed the most to the development of the literature. The United Kingdom has worked in cooperation with twenty-nine countries, China’s link strength is greater, as it has cooperated with twenty-seven countries. Conversely, the university that has made the greatest collaborative contributions to science is Hong Kong Polytechnic University. Thus, it is anticipated that this research will further scientific contributions to the examination of quality management in the literature related to tourism.

Vanishing Market Power

Abstract Perfect competition can be approximated in an environment with differentiated goods, heterogeneous firms, and frictions of trading. This paper considers an environment where sellers sell differentiated goods to buyers, and frictions of trading are represented by the buyers having incomplete consideration sets of the sellers in the market. Besides selling differentiated products, some sellers are more “prominent” and so are present in a larger number of buyers’ consideration sets. However, despite these imperfections, as the average number of sellers in the buyers’ consideration sets expands, the sellers’ market power vanishes and the equilibrium of the market approximates competitive conditions.

МЕТОДОЛОГІЧНІ АСПЕКТИ ФОРМУВАННЯ ЦІНОВОЇ ПОЛІТИКИ НА ПІДПРИЄМСТВІ

The article studies and systematizes the theoretical and methodological aspects of price policy management in the modern market environment, emphasizing its importance for maintaining competitiveness, profitability, and overall financial stability. It examines various definitions of "pricing policy" and proposes its interpretation as a set of managerial actions aimed at optimizing prices to meet both strategic and tactical business objectives. The study defines the methodology of pricing policy as a system of interconnected rules, principles, and procedures, that account for internal and external factors, ensuring price flexibility, adaptability, and overall effectiveness in a dynamic market environment. This research aims to enhance the existing approaches to pricing policy by introducing a cyclical methodology that allows for continuous analysis, fine-tuning, and adjustment of pricing strategies over time. The proposed model integrates key stages such as comprehensive market analysis, decision-making processes, pricing implementation, and consistent post-implementation monitoring. The study employs an analytical method, reviewing a wide range of existing literature on pricing strategies, market dynamics, and price management to identify current gaps and propose concrete improvements. The results highlight the growing importance of a flexible, adaptive pricing strategy that not only reacts to market changes but anticipates shifts, ensuring sustained competitive advantage and long-term financial stability. It has been firmly established that enterprises today require a more dynamic pricing approach, which involves regular and strategic price adjustments based on evolving competitive conditions, consumer behaviors, and fluctuating market demands. The theoretical contribution of the article lies in the refinement and further development of pricing policy management, while the practical implications provide enterprises with actionable tools and frameworks for implementing adaptive pricing strategies in real-world scenarios. The originality of the research is evident in the development of a cyclical model that enhances the responsiveness of businesses to market fluctuations and varying consumer needs. Future research may explore the application of this model in specific industries or test its efficacy across different market environments.

STRATEGIC TOOLS DEVELOPMENT TO ENSURE PRODUCT COMPETITIVENESS IN THE GLOBALIZATION CONTEXT

The article studies the development of new methodological support for marketing activities in the context of globalization for innovative enterprises with a wide range of products. Today, manufacturers are winning over consumers in conditions of high competition and decreasing response time to market needs. It is necessary to structure the needs of the target audience according to purchase decision-making patterns. Based on the analysis of approaches to ensuring competitiveness, it was revealed that it is necessary to study consumer behavior and motivation for purchasing goods. The theories of purchasing decisions and motivation for choosing a product are analyzed. It is noted that globalization has transformed the consumer environment and consumer behavior, and the motives for self-positioning in society and joining new social groups are highlighted. The article proposes a “needs - interests - values” systematization, which highlights the special properties of a product. The proposed systematization is included in the algorithm for choosing a positioning strategy based on a ranking pyramid, taking into account: price, quality, functionality, design, exclusivity, brand status and brand spirit, which allow influencing the choice of the target audience. The developed seven-level ranking pyramid is a tool for making decisions on choosing a product positioning strategy. The proposed methodological approach to positioning of goods will ensure the competitiveness of the organization.

A MODAL SHIFT, BUT HOW?

In this paper, we investigate the conditions that must be met for modal shift (i.e., the transfer of freight transport from road to rail). In addition to describing the competitiveness conditions, the paper makes technical and organizational proposals for rail freight traffic management. One of the most important conditions is that rail-road intermodal freight transport must be competitive in time and price with unimodal road freight transport. The freight transport model presented in this article provides a solution to this problem and an approach to estimating the additional intermodal freight traffic. Another important criterion is the relatively dense network of road-rail links, known as intermodal transshipment points (ITPs) along main railway lines. The proposed model can be compared to the freight transport model described in the term Physical Internet, with the addition that the objective is to minimize road haulage when locating ITPs (or hubs). ITPs are rail-road terminals or, more precisely, transshipment points, which differ substantially from the commonly used continental terminals. The third condition to be met is a horizontal container handling procedure that can be applied efficiently (i.e., at low cost) under the railway catenary and is capable of handling intermodal units used in continental traffic and maritime freight. Finally, an example for the Visegrád countries is presented. The essence of the example is the potential additional freight traffic or modal shift that could be included in the proposed ITP network. We believe that a modal shift could occur for up to 50% of the indicated heavy goods vehicle (HGV) traffic if the offer is competitive.

Залучення молоді до формування та реалізації молодіжної політики на місцевому рівні в умовах війни

The general formulation of the issue and its connection with important scientific and practical tasks. Youth policy is very important for any country because young people are the main resource for the future development of the state. Ukraine is no exception, and youth policy presents great importance from the scientific perspective. If the authorities fail to develop a plan of support for young people in Ukraine, we risk becoming a country of people with disabilities and the elderly, which in turn will lead to the collapse of the social sphere, the bankruptcy of the Pension Fund of Ukraine and the financial crisis. For this particular reason, the consideration of the chosen topic is relevant from the perspective of state administration and implementation of youth policy. The analysis of the recent publications on the issues covered in the article; identification of the parts of the general problem that have not been previously addressed. Since the early days of Ukrainian independence, many public figures, opinion leaders, scientists and practitioners have argued that the youth in Ukraine is a significant social group that impacts the development of the country. Youth need support and development to ensure social, economic and political progress of the country. However, there is still not enough research on the development and implementation of the youth policy in Ukraine during the war, which, unfortunately, has been going on for almost two years. The purpose (the objective) of this article is to theoretically justify the need to involve youth in the formation and implementation of youth policy at the local level in the conditions of war. The key results and background. A complex solution to acute and painful issues in the field of the youth is possible if we’re able to: systematically involve young people in making management decisions at local, regional and state levels; improve the mechanisms of cooperation between the public authorities and institutions of the civil society; lay down funds for the implementation of the necessary volume of financing of targeted youth programs in the budget documents of all levels; create working places for young people; initiate assistance programs for young families (solution of housing issues); adapt educational programs to the requirements of the modern labor market; develop a system of monitoring and testing of the effectiveness of state and local target programs with the involvement of the public in this process with a flexible mechanism of introducing changes and additions; systematically study the needs of young people, taking into account the peculiarities of the regions of Ukraine and the age of the target groups (in Ukraine, people from the age of 14 till the age of 35 are considered young); efficiently inform young people about the opportunities available to them. There are many successful practices at different levels, in particular in the Ivano- Frankivsk municipal territorial community, which should be exchanged and borrowed for more successful experience. Conclusions and prospects of further research. The article describes the role of youth policy in the development of the country and its economic and social stability during the war, as well as suggests ways to solve acute and painful issues in the sphere of the youth. The analysis of scientific literature, normative legal acts and expert developments of the relevant Ministry demonstrates positive dynamics, in particular, during the war financial and expert support from the governments of other countries and international non-governmental organizations is attracted. However, currently available materials still demand a lot of refinement. The existing system of involving young people in public administration is focused on narrow circles of young representatives who have already proven their active position and potential for the state, for example, consultative and advisory bodies of various levels – public councils, youth advisors; contests for youth public organizations, etc. The issue of youth migration and its retention in Ukraine, creation of competitive conditions on the labor market and comfortable community infrastructure, including for internally displaced persons and students, who now have the opportunity to get education in other countries of the world, still remains open. It is also worth remembering the need to find the most effective methods of communication with all subjects of youth policy and with the youth themselves. Further development of this direction should consist in studying and analyzing the prerequisites that influence the formation of a quality youth policy in the country, studying the successful experience and best practices of other countries, especially those that have survived military operations, as well as bringing topical issues of the youth sphere into the public space with the aim of involving a wide range of people in their discussion and resolution.

DEVELOPMENT TRENDS OF THE GLOBAL HOTEL MARKET AND THE PLACE OF UKRAINE IN IT

Objective. The objective of the present article is to study trends in the development of the hotel services market in the world and Ukraine. Methods. The following methods were used: analogy, analysis, synthesis, deduction, logical generalization; statistical method (for the systematization of statistical materials regarding the number of hotels, their size, number of beds, determination of the number of overnight stays and average room occupancy, assessment of the impact of tourist flow on the dynamics of the development of the hotel industry); multidimensional factor analysis (to identify external and internal factors affecting the development trends of the hotel market in Ukraine and the world). Results. A comparative analysis of the dynamics of the development of regional hotel markets in the world was carried out and the fate of the Ukrainian market in the world was determined. The following indicators were analyzed: the total number of hotels and rooms; level of distribution of hotel chains; share of coverage of the world hotel market by hotel chains; value of hotel brands; dynamics of investment in the hotel market by continent. As a result of the analysis, it was established that the main players in the market of hotel services in the world are the USA, the EU, and China. These countries formed centers around themselves that extended their influence to other regions. Hotel chains were the main tool of competitive confrontation. Their share in the total share of the world hotel market increased. They covered more than 50% of the market, and in some countries it reached 90%. US hotel chains covered 40% of the world market of hotel services, were represented on all continents of the world and actively competed with Chinese ones. At the same time, the impact of the COVID-19 pandemic did not lead to a reduction in the number of hotels among the chains. Fixing a decrease in the total number of accommodation facilities in the world (independent and chain), the number of chain hotels increased from 119,000 to 157,000 during the studied period, and the number of rooms from 12 million units to 13 million, respectively. The impact of the pandemic on the overall dynamics of the development of the global hotel market showed a decrease in the number of hotels and rooms in the Americas, Asia and Oceania. On the contrary, the share of EU countries has increased. The growth of Ukraine's share in the European market is also recorded. However, these increases were not due to an increase in the number of hotels, but to a lower rate of their reduction due to the COVID-19 pandemic. It was established that the dynamics of investment activity is gradually reaching pre-pandemic financing volumes. The leading position continues to be retained by the USA with a level of 60% of the global volume of investments in the industry. The countries of Europe, Asia and Oceania keep this indicator at the level of 30%. It has been proven that in the conditions of competition between the USA, China, and the EU, Ukrainian hotel chains could expand only towards the post-Soviet space (the countries of Central Asia and the Caucasus) - as a free territory.

INTERNATIONAL HOTEL SERVICE INDUSTRY TRENDS

Objective. The objective of the article is an overview of the current state of the global market of hotel services, an analysis of trends in the hotel industry. Methods. Data from international hotel companies, data from hotel groups by the number of rooms, and the main global trends in the hotel industry were used in the study of trends in the world market of the hotel industry. Results. The article examines the current state of the world market of hotel services and analyzes current global trends in the hospitality industry using data from international hotel companies, data from hotel groups by number of rooms, as well as the main international trends in the hotel industry. The results of the article are that the hotel industry has undergone enormous changes and destruction over the past two decades. In order to survive in the conditions of modern competition, hotel companies began to introduce innovations and monitor trends in the hotel industry. Hospitality international companies represent an industry in constant flux, where major hotel companies compete with innovation and growth strategies to remain competitive in the global hospitality industry market. The development of international hotel companies is the result of the expansion of the world market of hotel services and reflects the general trend towards globalization. The modern global hotel industry is characterized by several key trends - deeper specialization of services, the use of information systems for technological support and marketing, the creation of hotel chains, the integration of capital with other sectors of the economy, the use of scientific management and the development of a network of small hotel enterprises.

Analysing the efficiency of public procurement procedures using game-theory models

Subject. Public procurement plays an important role in providing public services and ensuring that the target programmes of government structures are implemented. Therefore, it is crucial to improve the efficiency of procurement procedures. The efficiency of public procurement is largely determined by the conditions and format of the procurement procedure. So, it is of particular interest to identify the factors influencing the customer’s choice of the optimal procedure for the procurement of different types of goods, as well as to assess the impact of these factors on the effectiveness of existing procedures.Objectives. The aim of the study was to develop a model for selecting procurement procedures for different types of goods and to assess the effectiveness of current public procurement procedures.Methodology. In the study, we used the findings of auction theory, qualitative and quantitative analysis techniques to identify public procurement, determine its value to participants, and assess its effectiveness. The following goods were selected for empirical assessment: paper, medicines, automotive components, and construction services. The empirical basis of the study was the data obtained from the Unified Information System (UIS) in Procurement website.Results. We developed and estimated a model for choosing a supplier selection procedure (for empirical assessment, the probability of choosing a certain procedure was determined by the number of uses of the procedures among completed procurement procedures). We also designed and estimated a model of price effectiveness for public procurement procedures that are actually in use (price effectiveness in this study means the final price of the contract, as well as the reduction of the final price against the initial maximum price).Conclusions. Based on the analysis, we concluded that it is necessary to introduce negotiations as an intermediate procedure between the auction and procurement from a single supplier. Such a procedure is used in other countries. The auction procedure fails to provide the best quality goods, especially in the case of complex goods or services with a high level of uncertainty. For simple goods, an auction is the most favoured procedure under the conditions of high competition and a preference for quality. It allows selecting the most experienced and financially reliable supplier.

Место человеческого фактора в повышении конку рентоспособности фирмы

In the modern world, the struggle of companies for technology and means of production is giving way to the struggle for human resources. The development of human capital becomes the path to acquiring competitive advantages, since it is the company’s employees, showing a creative, constructive, innovative approach to solving the problems facing the enterprise, who make technologies and equipment work with maximum productivity. The article analyzes the modern approach to the development of human capital of a company. Theoretical aspects of the problem are compared with Russian practice of human capital development in large and successful IT companies. Attention to the IT sector is not accidental: in the conditions of intense non-price competition that is emerging here, companies must provide the highest quality of services, which cannot be achieved without attracting the best specialists in the field of information technology. The examples discussed show that success in business is impossible without taking into account the human factor, without investing in the development of human capital, which includes, among other things, training employees, creating comfortable working conditions, professional and career growth.

Theoretical foundations of formation of organizational culture of higher education institutions

Modern reality in conditions of fierce competition, a high degree of uncertainty and economic instability puts forward new demands on the management of organizations and actually reorients it from extensive to intensive sources of development. It becomes obvious that in the current conditions those organizations will «survive» and will be able to function and develop in the future, which in their activities are focused not only on improving financial and economic indicators, but also on the formation of a completely new ideology of management, a new nature of connections and relations with external and internal environment, i.e. for the development of one’s culture. In view of this, in recent years, both in practice and in theory of management, it is possible to observe an increase in attention to the organizational culture of the enterprise. Organizational culture is an integral part of any organization, and in modern conditions it turns into an effective and efficient tool of strategic business development, shapes the image of the organization, allows solving numerous problems that arise in them, it is oriented towards achieving the business goals of the organization and ensuring the efficiency of its functioning. Certain conceptual ideas about organizational culture have existed for quite a long time. In recent years, in the research of domestic scientists on this issue, significant progress has been observed in understanding the essence of organizational culture, its role and significance for the internal integration and development of the organization. At the same time, dynamic changes and the development of the competitive environment require the analysis of organizational culture from the point of view of not only the internal processes of the organization, but also its role in creating and strengthening competitive advantages.

THE ROLE OF ECONOMIC SECURITY IN ENSURING COMPETITIVE ECONOMIC DEVELOPMENT OF AGRICULTURAL ENTERPRISES

The subject of the research is the study of economic security as one of the factors of competitive economic development of agricultural enterprises. Methodology. The article uses general scientific methods, in particular, theoretical generalisation, methods of analysis and synthesis, statistical analysis, and graphical methods to visualise the results of the study. The aim is to analyse the role of economic security in ensuring competitive economic development of agricultural enterprises. Conclusion. A reliable system of economic security is a crucial condition for the effective functioning of any business entity in a market environment. Ukrainian agricultural enterprises face numerous problems, such as depreciation of resource potential, insufficient financial and information support, and low level of management qualifications, which limit their ability to ensure economic security on their own. Identification, avoidance and neutralisation of various threats that can destabilise the functioning of an enterprise and threaten its economic interests are becoming the main tasks for every business entity. The development of an effective system of economic security and the introduction of mechanisms and tools for its management require a systematic study of both theoretical and applied aspects of the management of economic security of agricultural enterprises. The place of economic security in the competitive economic development of agricultural enterprises is decisive for the creation of sustainable and prosperous activities in the conditions of market competition. It becomes a fundamental element of competitiveness, which is the ability of enterprises to operate and develop effectively in an uncertain market environment. The main aspects of the role of economic security in the competitive economic development of agricultural enterprises include protection from external and internal risks, reputation management, support for innovation and technological development, financial stability, participation in market competition and sustainability of production. These aspects are generalised into a single practical system of economic security, which is the basis for the competitive economic development of agricultural enterprises.