Ukrainian Economy Research Articles

АНАЛІЗ ВИКОРИСТАННЯ ЦИФРОВИХ ІНСТРУМЕНТІВ У МАРКЕТИНГОВИХ СТРАТЕГІЯХ УКРАЇНСЬКИХ ПІДПРИЄМСТВ ТА ЇХ ВПЛИВ НА РЕЗУЛЬТАТИВНІСТЬ

The article defines the conditions of rapid development of digital technologies and growing competition that make the success of any business largely dependent on the effectiveness of its marketing strategies based on the use of digital tools. Digital marketing tools enable businesses to precisely target audiences, collect detailed data on consumer behavior, optimize costs, and increase the return on marketing campaigns. Given the dynamic changes in the field of digital marketing, constant updating of knowledge and adaptation of strategies are critical to ensure competitiveness and achieve business goals. The study of this topic in the Ukrainian context becomes especially relevant due to the fact that Ukrainian enterprises face a number of specific challenges, in particular, the need for rapid digitalization of business processes, adaptation to changes in consumer preferences and behavior, as well as the need to effectively use limited resources to maximize effectiveness. A detailed analysis of the specifics of the use of digital tools in marketing strategies in various sectors of the Ukrainian economy and a study of the adaptation of Ukrainian enterprises to digitalization and the use of digital tools in current marketing strategies was carried out. The role of digital literacy of management in the effectiveness of the implementation of digital tools in marketing strategies is studied. Practical recommendations for optimizing the use of digital tools in the marketing strategies of Ukrainian enterprises have been developed, ways to increase the effectiveness of marketing campaigns and increase the return on investment have been clarified. The results of the study consist in the systematization and description of digital marketing tools used by Ukrainian enterprises, the evaluation of the effectiveness of the use of digital tools based on the analysis of data on the activities of Ukrainian enterprises. Practical recommendations on optimizing the use of digital tools in marketing strategies and forming the market potential of business development in conditions of digitalization are provided.

Мемуарний твір «Deux années en Ukraine (1917–1919)» Шарля Дюброя

In modern historical science, more and more attention is paid to the study of sources of personal origin, in particular memoirs, memories, notes, etc. Memoirs, which were created during historical events, more accurately convey the character and essence of that period. Therefore, now there is an increase in the attention of scientists to the study of social and cultural spheres of society's life in various historical periods, including during the First World War, through the study of memoir sources of foreign political and public figures. Foreign authors paid a lot of attention to the issues of Ukrainian statehood, socio-political and socio-economic problems. It has been determined that one of the vivid examples of this genre is the memoirs of French teacher and public figure Charles Dubreuil «Deux années en Ukraine (1917–1919)», who spent two years in Ukraine and was a direct eyewitness of military and socio-political events that took place in Ukraine. It has been noted that Charles Dubreuil's memoirs, which are devoted to the history of Ukraine in the period 1917–1919, are historically valuable both for the study of national history and for the analysis of the foreign vision of Ukraine as an independent state. In his work, the author not only provided his own observations and memories, but also thoroughly researched all spheres of the life of Ukrainian society: the political situation in the state, the situation and prospects of the Ukrainian economy, culture. He also paid attention to the historiography of the history of Ukraine, that distinguishes his work from among other memoir sources of a similar subject. Therefore, the translation of this work into Ukrainian is very relevant today. The translation of the 1st chapter of Charles Dubreuil's memoirs is presented in the article.

ЦИФРОВІЗАЦІЯ ЯК ІНСТРУМЕНТ ТА СФЕРА ДЕРЖАВНОЇ ДОПОМОГИ СУБ’ЄКТАМ ГОСПОДАРЮВАННЯ В УКРАЇНІ

The article considers that the issue of state assistance in the digital sector is quite new, and especially relevant for Ukraine during the martial law and during the post-war reconstruction of the country. Understanding the possibilities of digital technology and the risks of being left behind in the race for digital transformation, governments around the world are increasingly putting digital transformation front and centre of their policy agenda to stimulate social development and economic prosperity. This involves significant investment, the need to address legal issues, and requires constant adaptation to the specific conditions of each country. The provision of state assistance in the digital sphere is regulated by the regulations of the EU Commission, in particular the articles regulating the provision of state assistance for innovations. It is noted that the digital portal Diya deserves special attention in the field of development of digital tools of state support for business entities. State assistance in the digital sector is focused on achieving long-term goals for the security of digital infrastructure, digital business transformation and digitalization of public services based on the widespread introduction of digital technologies. The success of digital transformation depends on the coordination of efforts of the state and entrepreneurs to expand the implementation of e-services and the transition to inclusive electronic interaction between state supervision and control bodies and business. The impact of the war proved to be an extremely powerful stimulus to the digitalization of Ukraine. The IT industry has become the only one that in 2022 showed positive growth rates, although its development indicators were much worse than expected (the increase was only 6% against the expected 40%). According to the NBU, in 2022 The IT industry provided foreign exchange earnings to the Ukrainian economy in the amount of $7.34 billion. The volume of exports increased by $400 million compared to pre-war 2021, an increase of 5.8%; the number of IT specialists in Ukraine has reached a record high of 300 thousand people.

Вплив ринку будівельних матеріалів на економічне зростання в умовах війни: порівняльний макро- та мікроаналіз

The aim of the article is to identify the features of the development of both the global and the national market of construction materials in the context of uncertainty caused by the COVID-19 pandemic and russian armed aggression. Research methods: statistical analysis, logical modeling, graphical analysis, comparative analysis, unity of logical and historical approaches. The dynamics of the Ukrainian cement market is determined by a combination of internal and external factors. Domestic consumption of cement is determined by the volume of domestic production minus exports, taking into account imports, and is formed by the total domestic demand for cement. The study of the factors of formation of the volumes of foreign economic operations with cement involves taking into account the structure of exports and imports in the context of the multiplicity of prices of foreign economic contracts. The carried out analysis showed that in the structure of import contracts there is a strong spread of the average contract price in the context of individual countries. Conversely, the structure of export contracts does not show such a variety of prices. The available data on the price component of foreign economic contracts, regrettably, do not allow to carry out a factor analysis and identify factors influencing a significant price spread in the structure of import contracts for the purchase of cement. The originality of the article lies in the combination of macro- and micro-levels of analysis of the construction materials market (on the example of the cement market) and the identification of the relationship between the dynamics of the cement market and the general macroeconomic dynamics in relation to the conditions of wartime and post-war renascence of the Ukrainian economy. The shortcomings of statistical sources for studying the market of construction materials, which affect the possibilities of its proper analysis, are also identified.

ЗАСТОСУВАННЯ ШТУЧНОГО ІНТЕЛЕКТУ В ФІНАНСОВО-ЕКОНОМІЧНОМУ АНАЛІЗІ ДІЯЛЬНОСТІ ПІДПРИЄМСТВА

The article examines the peculiarities of artificial intelligence development and the using its achievements for the future development of Ukrainian economy, in particular in accordance with the Concept of Artificial Intelligence Development in Ukraine. The major tasks of AI using in economical spare of Ukraine are: stimulating the development of entrepreneurship in the field of artificial intelligence; motivation of business to introduce artificial intelligence technologies to increase their own efficiency; development of the Roadmap to retrain people whose work can be automated in the nearest future; introduction of the state order for artificial intelligence systems, IT specialists and data researchers; stimulation of partnership between the state and business in the field of innovative projects, as well as improvement of legislation in the relevant field. Using of information technologies allows to monitor business projects, influence the results of business operations, which enables to warn possible risks and make effective decisions. AI is a modern tool capable to increase business efficiency through rapid analysis of available data, that lets choose the best development strategy. The main advantages of using AI include: forecasting financial and market-commercial risks; optimization of development strategies; creation the system for monitoring business results in real time; automation of accounting and financial and economic analysis; analysis of market and economic trends. The key problems in the economic sector that affect the development of AI in Ukraine are separated, special attention is paid to the advantages and risks of using artificial intelligence technologies in business activities, among them low-quality data for analysis, opacity of the obtained results, as well as the risk of privacy loss. In order to minimize the possible risks connected with the loss of confidential data, it is proposed to use of software that would allow, taking into account the industry specifics of each enterprise's activity, to maintain, monitor and analyze significant data. That would allow to monitor the effectiveness of business processes in the real time mode and make efficient management decisions without fear of leakage of important confidential information.

“GREEN FINANCE” IN THE PARADIGM OF SUSTAINABLE BANKING DEVELOPMENT OF THE ECONOMY OF UKRAINE

Introduction. The concept of sustainable development, which has been recognized by the UN and all countries of the world over the past 30-40 years, has become the consensus official paradigm of the world economy in the 21st century. The changed paradigm of the global economy, the foundation of which became the "Goals of sustainable development, the climate agenda and ESG – the transition created a new mega trend of the financial industry – “sustainable finance or finance of new quality”. “Green finance” is considered as a strategic direction of sustainable financing. The purpose of the article is to substantiate theoretical and practical conceptual approaches to the definitions of “green economy” and “green finance” in the new paradigm of the global economy, as well as their use in the sustainable investment development of Ukrainian economy. Results. Key initiatives in the field of sustainable development, as well as conceptual approaches to the definitions of "green economy" and "green finance" are considered. Focused attention on the concept of sustainable finance, the trend of which foresees a revolutionary approach from the classical paradigm of finance to a new paradigm. Financing instruments and mechanisms, such as green bonds, credits and loans, which are not fundamentally new in technical terms, but contain an ecological component, have been analyzed. It is argued that the concept of sustainable development finance acquires both theoretical justification and practical confirmation in the academic discourse. The NBU strategic approaches to the construction and development of sustainable financing, taking into account ESG factors in the European integration vector of Ukraine were studied. Conclusions. It is justified that the paradigm of sustainable finance should be considered in an inextricable relationship with the notions of sustainable development and sustainable investment, which is correlated with the achievement of sustainable development goals. In further scientific research, it is necessary to pay special attention to the key principles of the development of sustainable financing in Ukraine, especially the implementation of environmental, social and managerial (ESG) factors, which will become mandatory elements of the corporate management systems of financial institutions.

Advanced training as a component of continuous education

The article examines the process of professional development as an important component of continuous education, especially in the context of modern Ukrainian research and publications. Analysis of modern research shows that Ukraine pays great attention to professional development. Ukrainian scientists emphasize the need to adapt educational programs to modern challenges, and online learning and distance courses are becoming important tools that ensure the accessibility of education. Examples of successful professional development programs include the activities of the National Academy of Pedagogical Sciences of Ukraine and Taras Shevchenko Kyiv National University. Government support plays an important role by providing financing and building the necessary infrastructure. These efforts contribute to the improvement of the quality of education and professional training of specialists, which improves the competitiveness of the Ukrainian economy at the global level.

ДІДЖИТАЛІЗАЦІЯ ПІДПРИЄМСТВ ЯК ЧИННИК ЗАБЕЗПЕЧЕННЯ КОНКУРЕНТОСПРОМОЖНОСТІ ЕКОНОМІКИ УКРАЇНИ

The article examines the impact of digitalization of enterprises on the competitiveness of Ukraine’s economy. The essence of the country’s competitiveness is theoretically substantiated and the main factors that form it are identified. The overall level of competitiveness of Ukraine’s economy in 2017– 2023 is studied and the negative impact of the war on the deterioration of our country’s economy is identified. The author analyzes the level of development of technology and communications, which affects the competitiveness of the economy and confirms the statement that digitalization and the introduction of technologies into the business processes of enterprises are the basis for their success in the market and the strength of the Ukrainian economy. The author analyzes digitalization in Ukraine, which is characteristic and widespread in all sectors of the economy where there is interaction with the consumer. An example of digitalization and the introduction of digital technologies in the Ukrainian market is given, using 3D printing as an example. The level of use of information and communication technologies at enterprises in 2020–2022 is analyzed. The sub-indices of Ukraine’s competitiveness are analyzed. Ukraine’s place in the ICT ranking is analyzed. It has been found that an important prerequisite for the development of digitalization is the level of ICT development, which in 2022–2023 shows negative trends. It is proved that the introduction of technology and communication directly affects the formation of the competitiveness of the country’s economy. The author analyzes the level of digitalization in Ukrainian companies and analyzes in detail the main indicators that show the degree of technology implementation in enterprises. The dynamics of Internet use at enterprises is analyzed. The use of the Internet by Ukrainian enterprises in 2020–2022 is substantiated. It is determined that the use of modern technologies at enterprises forms the competitive advantages of the country’s economy.

ДЕРЖАВНИЙ ФІНАНСОВИЙ АУДИТ: РЕАЛІЇ, ТЕНДЕНЦІЇ ТА НАПРЯМИ УДОСКОНАЛЕННЯ

The effective operation of the state, as well as its successful development, depends on the availability of budgetary funds, their proper distribution and use. That is why the problematic aspects of auditing in the field of public finance are of great importance. The state financial audit helps to assess the reliability of financial statements of state institutions and enterprises, which ensures transparency of their financial activities to the public and international partners. The audit helps to identify shortcomings in financial management and reveal opportunities for reducing costs and optimizing budget resources. Based on a thorough analysis of the national legislative and regulatory framework, the article presents the key differences between an independent audit and a state financial audit according to the following comparison criteria: concept; subjects; legal regulation; grounds for conducting; organizational and managerial support; financing; and documentation of the audit results. Particular attention is paid to the objects of the state financial audit, such as the implementation of budget programs, local budgets, activities of business entities, investment projects, use of information technology, state (regional) target programs. The article analyzes statistical reports on state financial audits conducted by the State Audit Service of Ukraine for 2018–2023. In particular, it was found that since 2019 the number of state financial audits conducted annually decreased, and in 2023 their number increased. At the same time, the share of components of the state financial audits conducted is approximately the same, except for state financial audits of investment projects, which were conducted only once in 2019 and twice in 2020. Based on the results of the state financial audits conducted in 2018–2023, the losses of financial and material resources caused by inefficient management actions or risky operations were compensated and prevented, and financial violations that caused losses of financial and material resources were eliminated. It is found that every year (except for 2021) both the amount of compensation and the amount of elimination of losses of financial and material resources, as well as the amount of eliminated financial violations, are increasing. The authors provide directions for improving the implementation of the state financial audit in Ukraine, which is an important tool for ensuring the stability and sustainable development of the Ukrainian economy, promotes confidence in public institutions, attracting investment and efficient use of budget funds.

Маркетингова стратегія в аграрному бізнесі: ефективні підходи до збуту сільськогосподарської продукції на аграрному ринку

The purpose of the study is to analyze the marketing strategies used to promote agricultural products in the Ukrainian market, as well as to develop recommendations on ways to improve product promotion. At the present stage of development of the Ukrainian economy, the issue of effective sales of agrarian products is of particular importance. The stability of agrarian production and the saturation of the country’s food market depend on the effective organization of sales of agrarian enterprises in the regions, optimal trade turnover and territorial organization. The article discusses the main marketing strategies used to promote agricultural products, analyzes their strengths and weaknesses, and suggests ways to improve them. Particular attention is paid to the introduction of innovative approaches, the use of digital technologies, the development of sales channels and increasing the level of interaction with customers. The authors also provide practical recommendations for brand building, customer loyalty management, and optimization of logistics processes. The use of these approaches will help increase the efficiency of sales of agricultural products, which, in turn, will meet the daily needs of the population for food and contribute to the economic stability of the agrarian sector.

Kinematic analysis of the movement of the active knife cutter of chicory roots

Chicory roots are a valuable technical and strategically important crop for the leading sectors of the Ukrainian economy. The processing of raw materials from chicory roots allows to obtain energy (biofuel), food (coffee) and pharmaceutical (inulin) products. The low level of mechanization of harvesting root crops and, especially, harvesting both chicory and chicory root crops (significant losses, damage) does not allow to provide the needs of raw materials for its processing, or the necessary provision of the food industry of the Ukrainian economy and the fodder base of animal husbandry due to an increase in the amount of use root crops of chicory. One of the reserves for improving the performance of machines for harvesting chicory root crops is the improvement of the technological process of harvesting ginseng through the use of improved main working organs – a rotary ginseng cutter and a cutter of ginseng residues from the heads of root crops. The purpose of the work is to increase the indicators of the technological process of harvesting chicory root crops by developing and substantiating the parameters of the cutter's working organs. On the basis of the conducted theoretical analysis of the process of movement of the active cutter knife along the head of the root crop, analytical dependencies were developed that functionally describe the process of movement of the active cutter knife along the root crop head, which made it possible to substantiate the main structural and kinematic parameters of the active cutter knife. It has been established that the working length of the active knife of the cutter of the remains of burdock from the heads of root crops is in the range from 0.25 to 0.3 m, provided that the maximum permissible deviation of the vertical axis of the root crop from the axis of the row at the speed of movement of the burdock harvesting module is from 1.6 to 2.2 m /s and the speed of movement of the cutting edge of the blade of the active knife in the range from 0.3 to 0.8 m/s.

НАУКОВІ ЗАСАДИ УПРАВЛІННЯ СТРАТЕГІЧНИМ РОЗВИТКОМ СІЛЬСЬКОГОСПОДАРСЬКИХ ПІДПРИЄМСТВ В УМОВАХ ГЛОБАЛІЗАЦІЙНИХ ПРОЦЕСІВ

Developing a development strategy is a critical stage, especially in the conditions of constant changes in the external environment and in the context of the agricultural enterprise's own goals and policies. This was formed on the need to optimize activities, adapt to new conditions and achieve competitive advantages. The success of an agricultural enterprise largely depends on the ability to mobilize resources and internal skills. A key factor is also the ability of managers to choose a strategic course of development that corresponds to market conditions and their own needs. The purpose of the article is to analyze the international experience of strategic management of agricultural enterprises and to determine the most acceptable directions for the Ukrainian economy in the formation of a sustainable development strategy in the post-war period. In the current conditions of the economic crisis, the main goal for an agricultural enterprise is not only to avoid the termination of its activities, but also to create conditions for future profitable operation. The methodological basis of the research is the basic provisions of economic theory, scientific developments of domestic and foreign scientists on this topic. Developing and implementing a development strategy requires not only flexibility and adaptability to changes, but also a high level of leadership skills and the ability to manage risks to achieve strategic goals. The substantiation of the proposal for the formation of a strategy for the sustainable development of agricultural enterprises makes it possible to more precisely approach the choice of alternative management solutions, create a strategic set and ensure the necessary balance in the functioning of agricultural enterprises. This contributes to the stabilization of the production of agricultural products and the receipt of sufficient income, which will allow enterprises to effectively ensure the process of extended reproduction. The practical significance for the country's development lies in revitalizing the agro-industrial sector and the economy in general, by moving to a strategy of economic growth.

ЗАХИСТ ІНВЕСТОРІВ ЯК КЛЮЧОВА ПЕРЕДУМОВА МОБІЛІЗАЦІЇ КАПІТАЛУ ДЛЯ ПІСЛЯВОЄННОГО ВІДНОВЛЕННЯ УКРАЇНИ

The article investigates the problems of protecting the rights and interests of individual investors in the Ukrainian stock market, which have become especially urgent in the context of russia's full-scale military aggression. The study aims to identify the key problems of the Ukrainian stock market, particularly in the context of protecting the interests of individual investors, as a necessary prerequisite for the effective mobilization of capital for the post-war reconstruction of the Ukrainian economy. The research methodology combines general scientific and special approaches. The key challenges identified in the study include the blocking of access of investors to their assets, the lack of reliable legislative guarantees for the inviolability of private property rights, and the insufficient institutional capacity of the regulator. The article analyzes the recent court decisions, which demonstrate that the current legislation of Ukraine allows for the forced alienation of the shares of individual investors in favor of the state during martial law without their participation and full compensation. The study concludes that the key problem in protecting the rights of individual investors in Ukraine is the insufficient institutional capacity of the National Securities and Stock Market Commission and the lack of a necessary legislative framework. The article proposes a set of measures to improve the regulation of the stock market in order to create a favorable investment climate and ensure reliable protection of the rights of individual investors. These measures include ensuring the fundamental principle of inviolability and the constitutionally guaranteed rights of investors, creating an analogue of the American SIPC, developing a dedicated website for investor protection, aligning national legislation with global standards, creating conditions for the active development of collective investment institutions, revising tax policy, increasing the transparency and accountability of public companies, and facilitating the digitalization and innovative development of stock exchanges. The implementation of the proposed complex of measures will contribute to the formation of a full-fledged capital market in Ukraine with reliable guarantees of the preservation of assets and legitimate interests of individual investors, which will become a key prerequisite for the active mobilization of domestic and foreign investments in the process of rebuilding the national economy after the war.

СУЧАСНИЙ СТАН ТА ПЕРСПЕКТИВИ ВДОСКОНАЛЕННЯ СПІВПРАЦІ ЗАКЛАДІВ ВИЩОЇ ОСВІТИ ТА БІЗНЕСУ НА ОСНОВІ ПРЕЛІМІНАРИНГУ

The article discusses the issues and analyses the problems of the relationship between higher education institutions (HEIs) and business. The purpose of the study is to determine an effective strategy for cooperation between educational institutions and enterprises for the development of the Ukrainian economy. Considerable attention is paid to the general principles of interaction, the role and methods of cooperation in higher education in Ukraine and the world, the advantages and prospects of such cooperation. The authors analysed modern methods of cooperation between HEIs and enterprises. The experience of cooperation between educational institutions and enterprises in the USA, Germany, Great Britain, and Ukraine is considered. The importance of the triple helix model and modern pre-qualification technology, which consists of searching for employees among applicants and graduates of HEIs and business schools, is noted, and the advantages that enterprises can receive in the future by introducing such technology into their activities are considered. Modern practical recommendations for effective cooperation between HEIs and enterprises in all fields of activity have been identified. Аn analysis of the costs of applicants for training and the payback period for these costs after employment has been carried out. It has been established which specialties are the most relevant today and how having a higher education affects obtaining the best job offers. It is concluded that today in Ukraine, in order to ensure effective training of highly qualified employees, it is necessary to ensure constant cooperation between HEIs and enterprises. This should involve the exchange of theoretical and practical experience with the involvement of applicants in the work of enterprises not only during practical training but also when teaching professional disciplines.

ЗАЛУЧЕННЯ ІНВЕСТИЦІЙ НА ЗАСАДАХ ДЕРЖАВНО-ПРИВАТНОГО ПАРТНЕРСТВА В УМОВАХ ПОВОЄННОЇ РОЗБУДОВИ НАЦІОНАЛЬНОГО ГОСПОДАРСТВА: ПЕРЕДУМОВИ ТА ІНСТРУМЕНТАРІЙ

The prerequisites for the implementation of the public-private partnership mechanism in the domestic economy are revealed, with an emphasis on the processes of national economy recovery in the post-war period. The importance and functional role of public-private partnership in building effective investment attraction strategies is argued, with the hypothetical assumption of their promotion of rapid modernization and development of key sectors of the national economy. The public-private partnership in various socio-economic and political environments was analyzed and it was established that it should be considered an adaptive system that uses a mechanism of its implementation adequate to the situation. It has been established that in many countries of the world, public-private partnership is currently recognized as an important socio-economic concept, which, moreover, with the change of socio-economic and political parameters in the world space, acquires new forms of its application, in particular methods of financing the development of infrastructure or providing higher quality and volume of various types of public services. The existing state of domestic legislative regulation of public-private partnership is summarized and the appropriate stages of its implementation in the processes of post-war recovery of the Ukrainian economy are given. Separate directions for creating a favorable investment climate in the post-war period are argued, which relate to the provisions of the legal framework and institutional infrastructure, investment guarantee criteria. It is substantiated that they are critically important for reducing risks for domestic and foreign investors, a factor in increasing the attractiveness of public-private partnership projects. It has been established that the Strategy for the implementation of public-private partnership in the process of socio-economic recovery of Ukraine should primarily be based on the rational planning of the stages of recovery work both for infrastructure projects important for the national economy, as well as the provision of public services and stimulation of economic growth, the application of regulatory mechanisms aimed at ensuring transparency, accountability and fair distribution of risks between public and private participants.

ЦІНОУТВОРЕННЯ ЯК СКЛАДОВА МАРКЕТИНГОВОГО АНАЛІЗУ: СУЧАСНІ ПІДХОДИ

In today's market conditions, many enterprises are convinced that pricing decisions must be closely monitored by top management, as numerous aspects of production depend on their correct application. However, often due to the instability of the Ukrainian economy, such decisions are not strategic, but operational in nature. Sometimes prices are formed spontaneously, without a deep analysis of the consequences of such pricing. The need to improve the methodological foundations of pricing in conditions of market fluctuations, increased competition and the struggle of product manufacturers for the attention and affection of consumers determined the choice of the topic of this article. Based on this, it is necessary to solve the following tasks: conduct a theoretical analysis of the price as an economic category in the market economy; to investigate the impact of the pricing policy on the company's revenues; and also develop approaches to the formation of marketing-oriented prices. In Ukraine, in the conditions of a market economy, the value of pricing is becoming more and more important. Increasing competition in the market forces enterprises to constantly reduce the prices of their goods and services, while at the same time increasing the quality of products. However, studies show that enterprises pay insufficient attention to the management of pricing processes and their analysis. Usually, prices are determined on the basis of supply and demand in the market, without taking into account other factors and changes in the environment. Marketing pricing is implemented through marketing pricing strategies and is based on specific methods of marketing pricing policy, so it should be considered only in the context of the overall strategy of the firm. The practical importance of issues of price policy, market conditions and innovative approaches to the formation of enterprise pricing, as well as their insufficient analysis in domestic economic literature, determined the choice of the topic of our research.

СТРАТЕГІЇ ТА ПЕРСПЕКТИВИ РОЗВИТКУ ПІДПРИЄМСТВ ТОРГІВЛІ

The article considers the state of development of trade enterprises. The essence of development strategies of trade enterprises is revealed. It has been found that under the influence of various internal and external factors the situation in the trade market is constantly changing. The high degree of intensity of competition and the large number of foreign producers in the market raise the issue of improving the company’s operations and developing strategic directions for its development. This, in turn, leads to the need to constantly monitor the competitive position of the enterprise in the market environment, which determines the strategy of behavior being developed in the market. Thus, the assessment of the competitive position of an enterprise is one of the most important points that determines the success of its work. The relevance of the analyzed topic is that successful business is impossible to imagine without well-built business processes that set the necessary pace of enterprise development. Business processes are defined in order to identify a promising direction of development that solves the problems of the organization: competitiveness, market position, production, profit, etc.Under such conditions, the need to conduct new research, identify shortcomings and ways to overcome them becomes particularly relevant, given the importance and impact of the trade market on the development of the Ukrainian economy as a whole. The article establishes that in difficult wartime conditions in Ukraine, trade enterprises play an important role in ensuring the livelihood of the population and the military. The author analyzes the process of trade as an important sales channel for enterprises producing goods and services, as well as an opportunity for business development, creation of new jobs, increase in production and economic growth. Trade is an important sales channel for enterprises producing goods and services, as well as promoting business development, creating new jobs, increasing production and economic growth.

Financial aspects of the post-war reconstruction of the Ukrainian economy based on the use of esg approaches

Financial aspects of the post-war reconstruction of the Ukrainian economy based on the use of esg approaches

ПІДВИЩЕННЯ ПРИБУТКОВОСТІ ПІДПРИЄМСТВА В МІЖНРОДНОМУ БІЗНЕСІ

The article analyzes how to increase the profitability of an industrial enterprise. Modern complex economic conditions in which the subjects of the domestic economy have to function, as well as foreign policy and internal instability lead to a decrease in the profitability of enterprises, regardless of the forms of ownership. Increasing profits and improving production efficiency are very urgent issues of the modern Ukrainian economy. All this requires a thorough study of the theoretical foundations of the growth of the company's profitability and its impact on the pace and share of social reproduction. At present, a qualitatively new approach to the theoretical substantiation and practical demonstration of recommendations regarding the activation of the role of the company's profitability in the economic system is needed. Against this background, the identification of factors that increase the company's profitability is particularly relevant today. The concepts of profit and profitability are defined as economic categories and factors that affect profitability. Normative documents on increasing the profits of business entities have been established and recommendations for their implementation have been provided. Profit is the driving force and motivation for the activities of enterprises and organizations, which allows them to maintain their positions on the market and dynamically develop production in competitive conditions. Opportunities for higher profits encourage managers to look for ways to use resources more efficiently. The engine of the economic system is the financial factor, which is the most important and decisive, especially in times of changes and difficulties. However, even today, there are still many controversial topics in this research area that require further study and discussion. The purpose of the article is to define and demonstrate an approach to increasing the profitability of enterprises based on the analysis of the economic essence of profitability and the factors affecting it. It is widely recognized that profit is a component of organizational purpose, efficiency, incentives, and financial security.

MORTGAGE REAL ESTATE MARKET: LENDING TO HOUSEHOLDS BY COMMERCIAL BANKS OF UKRAINE DURING THE STATE OF MARTIAL

MORTGAGE REAL ESTATE MARKET: LENDING TO HOUSEHOLDS BY COMMERCIAL BANKS OF UKRAINE DURING THE STATE OF MARTIAL