Activity Of Enterprise Research Articles

FORMATION OF THE SYSTEM OF STATE REGULATION OF THE EXPORT POTENTIAL OF THE AGRO-FOOD SECTOR OF UKRAINE ON THE WAY TO EU MEMBERSHIP

Introduction. The export potential of agricultural products is one of the organic elements of the national economy. The main objective of the export of agricultural products is the ability to improve the current state of the agricultural sector of Ukraine and the economy of the country as a whole, using and intensifying the existing competitive development prospects. Methods. The following methods were used to achieve the goal: abstract and logical, in particular the methods of generalization, analogy, analysis and synthesis, induction and deduction (deepening the essence of the category “export potential of the agricultural sector”, when classifying factors of globalization depending on their impact on the export activity of enterprises, as well as highlighting the problems of realizing the export potential of the industry). A statistical and economic method was used in order to analyze the export activity of enterprises in the grain industry, in particular techniques: comparison (comparison of the data of the reporting year with previous ones), series of dynamics (consideration of trends in the development of export of products of agricultural enterprises), tabular and graphic methods (display of analytical and statistical information). The monographic method was used in the analysis of foreign experience in stimulating export operations. Results. It has been proven that in order to realize the export potential of the agricultural sector of Ukraine, an appropriate regulatory and legal framework should be formed, regulating the use of state and regional support methods, including at the level of united territorial communities. The effectiveness of the applied models for increasing the level of utilization of the export potential of the agricultural sector of Ukraine will be significantly higher with the activation of network interaction at the interregional level; improving the quality of management of united territorial communities; participation of regions in joint projects coordinated only at the level of regions. Discussion. In the post-war period of development of the country's agrarian economy, domestic agricultural producers should become the main exporters of agricultural products. For this, it is necessary to develop and implement in a practical area measures of state and regional support for the production and processing of agro-food with a high level of added value. It also requires the development of a Strategy for the development of the export of agricultural products and food, which should include a number of measures aimed at realizing the export potential of the agricultural sector of Ukraine. Keywords: export potential, agricultural sector, state support, food security, added value.

Применение инновационных подходов к развитию инфраструктуры горных территорий на примере объектов образования

The goal is to develop proposals for the sustainable development of mountain areas based on the use of innovative approaches to the development of social infrastructure taking into account the example of educational facilities. Methods.The set of methods was used to achieve the stated purpose of the study, namely: literature analysis – to identify the main problems of the sustainable development of mountain areas, including in the field of social infrastructure using the example of educational facilities; analogy – to develop the proposals for the development of educational organizations of higher and secondary education according to the principles of campus organization of space, methods of sociological research (including methods of data collecting and processing) – to determine the possibilities of involving small businesses in the processes of innovative construction of campuses of educational organizations in mountainous areas (construction using information modeling technologies). Results and discussion. The authors proposed some measures for the development of infrastructure in the mountainous areas using the example of educational facilities, combining management and technological innovations: – as a management innovation it is proposed to apply the principles of forming an innovative educational environment taking into account the example of campuses for educational institutions of higher, secondary vocational (and, possibly, general secondary education in some cases and with some restrictions) within the framework of the development of a network of educational institutions in the mountainous areas of our country both at newly constructed facilities and at existing ones; – as a technological innovation, the use of building information modeling was proposed within the framework of projects for the development of educational organizations, based on the campus principle, in the mountainous areas. Conclusions. The proposed measures are aimed at solving significant problems characteristic of the mountainous territories of our country, such as reducing the outflow of young people (including for education), providing conditions for the development of human capital, developing social infrastructure and creating preconditions for increasing the investment activity and business development, as well as innovative activity of enterprises in the region, including small organizations.

Risks assessment to the health of the population in the area of emissions pollutants influence of carbon graphite production enterprises

Risk assessment of the impact of the enterprise's activities on the environment includes risk assessment of the impact of the activity on the health of the population. Risk as the probability of undesirable events is an integral component of any person's life. Risk characterization integrates data on the danger of the analyzed chemical substances, the amount of exposure, parameters of "dose-response" dependence, with the aim of quantitative and qualitative assessment of risk, identification and assessment of the comparative significance of existing problems for the health of the population. In scientific terms, hazard identification is the process of establishing a causal relationship between the action of a chemical substance and the development of adverse effects on human health. The main goal of the hazard identification stage is the selection of priority, indicator chemical substances, the study of which allows to reliably characterize the sources of occurrence and the level of risk of public health impairment. Assessment of dose-response relationships is a process of quantitative characterization of toxicological information and establishment of a relationship between the likely influencing dose (concentration) of a pollutant and the incidence of adverse events in the exposed population. Characteristics of "dose-response" dependence, which are most often used to assess carcinogenic risk, have been sufficiently studied in epidemiological studies. Among them is the factor of carcinogenic potential (ICS), which reflects the probability of the development of a harmful reaction when the dose (concentration) increases by 1 mg/kg or 1 mg/m3 per exposure level, associated with a certain probability of effect (the indicators of this group are used for establishment of reference, i.e., reference doses and concentrations). The individual carcinogenic risk characterizes the upper limit of possible carcinogenic risk during the period corresponding to the average life expectancy of a person (70 years). Today, in the world, the classification and assessment of the acceptable risk to the health of the population caused by the chemical influence of chemical substances that pollute the environment is quite wide. the system of acceptance criteria recommended by WHO is used. In accordance with these criteria, the first range of risk (individual lifetime risk equal to or less than 1·10-6, which also corresponds to an additional case of serious illness or death per 1 million exposed persons) characterizes such levels of risk as are perceived by all strata population as quite small, which do not differ from ordinary everyday risks (De minimas level). Such risks do not require additional measures to reduce them and their levels are subject to periodic control. The second range (greater than 1·10-6 and less than 1·10-4) corresponds to the zone of conditionally accepted (acceptable) risk. It is at this level that most of the foreign and recommended by international organizations hygienic standards for the population as a whole are established. Levels of suitable risk belong to constant control. The third range (greater than 1·10-4 and less than 1·10-3) is suitable for professionals and unsuitable for the general population. The emergence of such a level of risk requires the development and implementation of planned health measures. The fourth range (equal to or greater than 1·10-3) is unsuitable neither for the population nor for professionals. This range is designated as De manifestis Risk, and when it is reached, it is necessary to carry out emergency health measures to reduce the risk on the part of the city authorities. During the assessment of the risk to the health of the population of Zaporizhzhia from the emissions of PJSC "Ukrgrafit", priority pollutants were identified: carbon oxides, nitrogen oxides, sulfur oxides, substances in the form of suspended solid particles of undifferentiated composition. Hazard indices were determined for individual HQ substances (non-carcinogenic risks) and in the case of combined exposure to HI, individual carcinogenic risks (ICR) and combined exposure (CRa) were calculated. Assessment of long-term effects (at the level of average annual concentration) on human health of the investigated substances. allowing to assess the chronic inhalation effect of the occurrence of negative effects in the health of the exposed population during the lifetime for the assessment and characterization of multistage risk showed that the hazard indices (HQ) do not exceed the norms.

LOGISTICS ASPECTS OF MANAGING FOREIGN TRADE ACTIVITIES OF ENTERPRISES

International logistics is the most important component of foreign trade activities of enterprises. The issue of logistics support of foreign trade activity is becoming the most relevant, since this particular aspect of foreign economic activity of enterprises significantly depends on the rational organization and effective management of the logistics component. Therefore, the purpose of the article is to determine the role of international logistics in the foreign trade activities of enterprises and the aspects of participation of the logistics component in the management system of an entity engaged in international trade.In the course of this study, it is determined that the role of international logistics in the foreign trade activities of enterprises is to increase trade efficiency, manage and reduce costs associated with foreign trade, increase the sustainability of global supply chains and navigate complex international trade rules and customs requirements.REFERENCES Based on the role of international logistics in the field of foreign trade, the most important aspects of the logistics component in the system of management of foreign trade activities of enterprises are identified: transportation, warehousing and inventory management, customs procedures, information technology and its integration into the logistics process, global trade agreements, risk management and sustainable development.Thus, international logistics is a vital component of foreign trade activities, playing a crucial role in improving trade efficiency, managing costs, ensuring supply chain sustainability and navigating a complex regulatory environment. As global trade continues to evolve, businesses must prioritize efficient logistics management to remain competitive and meet the demands of international markets. By leveraging advanced technologies, sustainable practices and strategic partnerships, companies can optimize their logistics operations and contribute to the growth and stability of the global economy

Влияние рынка санаторно-курортных услуг на развитие экономики Казахстана

The purpose of writing the article was to consider the authors of the current state and development of the market of spa services in Kazakhstan, which has a significant impact on the sustainable development of the country's economy. Currently, in harsh market conditions, the level of competitiveness of spa services suffers first of all, that is, it means the possibility of these services to bring acceptable income to the company and has a significant impact on the sustainable development of this business. Materials and methods: within the framework of a systematic approach, when writing the article, the author applied the principles and methods of complex and comparative analysis, economic and statistical, including graphical, the principle of groupings, etc. Research results: today in the Republic of Kazakhstan there are all the economic prerequisites for the development of sanatorium-resort services, where natural resources and space have served as the basis for the development of the economy of sanatorium-resort tourism in the country. In the republic, you can find all the main types of sanatoriumresort institutions that use comprehensive rehabilitation, treatment, recovery and prevention programs. The authors analyzed and studied the main types of health resorts of the Republic of Kazakhstan, the economic component of the current state of the market of sanatorium-resort services in Kazakhstan, the structure of public spending on paid services in the field of sanatorium-resort organizations in Kazakhstan, determining the positions of the regions of Kazakhstan on sanatorium-resort organizations, etc. The main problems hindering the development of sanatorium-resort services were also highlighted and the characteristic features of the sanatorium-resort services market that distinguish it from other markets were highlighted. It is worth noting that the importance of modern activities of sanatoriumresort enterprises in tourism is due to the long and rich traditions of domestic balneology, based on strict scientific approaches to organization and high professionalism in the implementation of sanatoriumresort services.

INNOVATIVE DEVELOPMENT OF THE INDUSTRIAL SECTOR OF THE ECONOMY OF PAVLODAR REGION: FORECASTING AND PRIORITIES

At the present stage, the country as a whole and in the regions have created the necessary basic conditions for building an innovation-oriented management system for the industrial sector, including corporate foundations, personnel training, and the implementation of state programs in the field of industrial and innovative development. At the meso-levels, work has been carried out on the formation of an infrastructure for the innovative development of the industrial sector. At the micro-levels, as part of the transition of industrial enterprises to innovative management systems, projects are being implemented to introduce international management systems, digitalize production processes, and create innovative organizational and management structures. The practical application of the model of innovative management of the industrial sector of the Pavlodar region in the conditions of digitalization should ensure, along with the economic effect, qualitative trends in transformational changes in the results of the activities of industrial enterprises in the region. To directly determine qualitative trends in transformational changes in the results of industrial enterprises, appropriate criteria must be identified. The article discusses innovative management, which is an essential element of the entire management system of any organization and is based on human potential. The main target of innovative management is focused on the effective achievement of the goals of the organization’s activities through qualitative changes in all elements and subsystems of management using innovations and innovations. The main result of innovative management is the growth of competitiveness of organizations, both in domestic and foreign markets. Keywords: forecast, innovation management, industry, management, digitalization.

LEGAL REGULATION OF INNOVATIVE ACTIVITIES OF SMALL AND MEDIUM-SIZED BUSINESSES IN THE REPUBLIC OF KAZAKHSTAN

In this article, the legal regulation of innovative activity of small and medium-sized enterprises is considered. In the current situation, it is necessary to create a scientifically based theoretical base and a stable mechanism for stimulating innovative processes in the domestic economy, to study it from a legal point of view. High indicators of the development of innovative entrepreneurship are directly related to the degree of integration of small and medium-sized enterprises in the innovative sphere. Foreign experience shows that small and medium-sized entrepreneurs will be more profitable due to the introduction of innovations in their activities. In addition, the legal regulation of innovative activity of our small and medium-sized enterprises has not yet been sufficiently developed, which does not allow the development of the innovative system of the country. In this regard, the most urgent task in the field of law is the development of a legal project of innovative entrepreneurship and the determination of ways of further legal development of innovative entrepreneurship. Our country should create projects that stimulate entrepreneurs to engage in small and medium-sized businesses, provide cheap loans, reduce taxes, allocate subsidies, and attract foreign investors. Having studied the legal regulation of small and medium-sized businesses in the Republic of Kazakhstan, the authors considered the legal status of small and medium-sized business entities engaged in innovative activities, defined the concept and legal essence of "innovative activity", analyzed the legal protection of small and medium-sized innovative businesses in Kazakhstan and foreign countries, determined conditions of interaction with infrastructure support for small and medium-sized businesses. As a result of the research, proposals were made to improve the legislation of Kazakhstan in this area.

Совершенствование маркетинговой стратегии предприятия как элемент антикризисного управления малым бизнесом

The study is aimed at analyzing the conceptual framework of the crisis and the crisis conditions for the functioning of small businesses and justifying the need to improve the marketing strategy of the enterprise, taking into account risk factors and risk management tools. The main hypothesis is the influence of external and internal crisis factors on the financial condition of the enterprise. To reduce the impact of crisis factors on the activities of small enterprises, it is proposed to modernize the 7 P marketing model by introducing the 8th management factor — management risk.

Development of tools for assessing the impact of logistics communications on investment activities of enterprises in the context of capital movement

This study evaluates the influence of logistics communications on the investment activity of enterprises in the context of capital movement. The issue of developing an effective toolkit for performing such an assessment was resolved. The grouping of types of logistic communications used for the movement of capital was carried out according to a number of characteristics. A model for evaluating logistic communications, which are used for the movement of capital, has been developed. Modeling of the process of determining the investment potential of companies was carried out. A method for assessing the influence of logistic communications on the investment activity of enterprises is proposed. An evaluation of logistic communications, which are used for the movement of capital, was carried out for a sample of enterprises. It was established that the average values of the integral level of the properties of the information transmitted by these communications are: for completeness – 0.302; for accuracy – 0.313; for relevance – 0.348; in this case, for all the listed properties – 0.032. At the same time, with an increase in the specified level, the realization of the investment potential of enterprises increases and their investment activity increases. The peculiarity of the developed toolkit is that its application makes it possible to obtain accurate and comprehensive results of evaluating the impact of logistics communications on the investment activity of enterprises in the context of capital movement. The proposed toolkit could be used by enterprises of all types of economic activity when assessing their existing investment potential and when designing logistic communications, which are used to transmit the information necessary to realize the specified potential. This could help increase the economic efficiency of companies' investment activities

Information system of support of economic decisions on the development of the Internet provider network

The paper suggests and confirms the hypothesis about the dependence of the price of internet service provider tariffs on the main economic and demographic determinants, and also defines the list of these determinants. An economic-mathematical model for optimizing the distribution of the budget for the expansion of the Internet provider's network between the execution of connection requests for separate service lines and tariffs has been developed. One of the key elements of the activity of Internet providers is the solution of the "last mile" problem, which consists in providing a communication service between the end user and the provider's Internet access node. Taking into account the orientation of such enterprises to the maximization of their own profit, this problem should be considered in the technical and economic dimension. Solving this problem requires a multidimensional approach that takes into account technology, economics and geography, as well as the significant investment required to expand network coverage and meet the demands of a distributed customer base. Internet providers should take into account the negative impact of possible network congestion, non-linear pricing, as well as consumer demand when optimizing pricing strategies and network development strategies. The developed model was applied to historical data on the activity of the Internet provider. The proposed approaches are combined into a single information system to support economic decision-making for the development of network of Internet providers, which contributes to the implementation of the developed model in practice and allows to increase the efficiency of the production activities of such enterprises. The paper put forward and confirmed the hypothesis about the dependence of prices for fixed Internet connection services on the dollar exchange rate, the cost of connecting to the trunk node, and the population. Approaches to economic decision-making in the management of the Internet provider's activities were further developed, namely, an economic-mathematical model was developed and tested to optimize the allocation of the budget for the expansion of the Internet provider's network between the satisfaction of applications of potential subscribers for connection in the section of individual tariffs of the provider's current tariff grid. As a result of the test of the developed economic-mathematical optimization model on the historical data of the enterprise, the possibility of improving the expected profit relative to the basic plan by 18% was established.

On Improving the Innovation System in the Ministry of Defense of the Russian Federation: Prospects for the Implementation of the Startup Studio Model

Introduction. The relevance of the research topic in difficult military and political conditions is determined by the need to improve the innovation system in the Ministry of Defense of the Russian Federation. Methods. When writing the article, a wide range of general scientific, private scientific and special research methods were used. Results. The generalization of advanced law-making and law enforcement experience in the implementation by special units for innovative development of the US Department of Defense of the concept of “Entrepreneurial University” (“University 3.0”), allowed us to positively assess the prospects for embedding the Ministry of Defense of the Russian Federation in the innovative model “startup studio”, focused on the development of promising innovative dual-use technologies, currently implemented by the Fund for Infrastructure and educational programs jointly with the Ministry of Education and Science of the Russian Federation. The conclusion is substantiated that the integration of the Ministry of Defense into a proven financial model can enhance the attractiveness of cooperation between all parties to the partnership (investor, university, students, representatives of the defense industry, the state) in terms of the potential opportunity to participate in the defense order, career growth in the research structures of the defense industry and the military department, the use of the research infrastructure of Technopolis, additional investments through the ERA Foundation LLC, This will have a positive impact on improving the innovation development system of the Ministry of Defense and the state’s defense capability. Discussion and Conclusion. Recommendations have been developed to improve the model of innovative activity of small university enterprises – “startup studio”, adapted to the needs of the Ministry of Defense of the Russian Federation, presented in the form of an author’s concept of a regulatory legal act.

Analysis of the international competitiveness of domestic metallurgical enterprises

Introduction. The relevance of the research topic is determined by the globalization trends of economic development, the growing competitive activity of enterprises, the increase in competitive tension in world markets, the formation of specific forms of competition. The purpose of the paper is to determine and structure the factors of international competitiveness of domestic metallurgical enterprises at the mega-, macro-, meso- and micro-levels, to identify the most priority positions for winning and maintaining the market. Results. Based on the analysis of the dynamics of metal products production during 2021-2023, the current state of operation of the largest metallurgical enterprises, the dynamics of foreign investments in the metallurgical industry of Ukraine, the main reasons for the deterioration of the competitive positions of the domestic MMC on the international market of metal products are determined. The negative and positive factors that determine the international competitiveness of MMC of Ukraine at the mega-, macro-, meso- and micro-levels are analyzed. The result of the analysis is the conclusion regarding the absolute predominance of the influence of external factors in the conditions of full-scale military aggression of the Russian Federation, the significant dependence of the development of MMC of Ukraine on the state of world markets. And vice versa, domestic metallurgy has an inverse effect on the global production of metal products, because it has significant resource, production and scientific potential. Considering the specifics of metallurgical enterprises, the state of the world economy and globalization processes, the factors of competitiveness of metallurgical enterprises are structured according to the degree of susceptibility to changes in the conditions of globalization (flexible, difficult to change) and according to the degree of influence on the level of global competitiveness (moderate influence, significant impact). Conclusions. The analysis of the factors of international competitiveness of the domestic metallurgy showed that in the conditions of its sharp decline, the priority for the industry is not to lose its own competitive advantages, including through the search and effective use of positive factors of international competitiveness. At the same time, the basis of increasing the international competitiveness of the metallurgical industry is to increase the competitiveness of domestic metallurgical enterprises both on the domestic and international markets. It has been proven that when developing a strategy for increasing international competitiveness, it is appropriate to determine the result of focusing on the factors of a more intensive manifestation of the classification feature, that is, on flexible factors of significant influence.

ТЕОРЕТИЧНИЙ БАЗИС КОНТРОЛІНГУ: ЗАРУБІЖНИЙ ТА ВІТЧИЗНЯНИЙ ДОСВІД

The importance and development of controlling in foreign countries and the reasons for its insufficient implementation at domestic enterprises are determined. The theoretical development of the basics of controlling by the authors of the German school of business administration is considered. An analytical study of the essence of the "controlling" category was conducted by foreign and domestic scientists. It was concluded that the coordination of the management system with the help of controlling is its main and predominant goal at foreign enterprises. It is established that controlling is considered as a purposeful system of planning and control, definition of goals and internal consulting. It was determined that controlling is interpreted as a management system of the process of achieving the final goals and results of the enterprises, as a cross-functional management tool that contributes to the process of making management decisions with the help of purposeful processing and supply of information. It has been investigated that the practical use of controlling in the system of effective management of the enterprise is realized with the use of appropriate methodological tools. The diversity of the use of controlling in the functional areas of enterprise activities related to: anti-crisis management, economic security, formation of the foundations of financial controlling, innovative management, strategic management is determined. A meaningful description of the theoretical basis of the controlling system has been formed.

Роль принципів загального управління якістю в діяльності підприємства

The article examines the influence of the main principles of total quality management (TQM) on the activities of enterprises. The article analyzes critical aspects of TQM, including customer orientation, involvement of all employees, process approach, systems approach to management, continuous improvement, evidence-based decision-making, and mutually beneficial relationships with suppliers. Implementing these principles is considered a strategic step to achieve high-quality standards, increase competitiveness, and satisfy customer needs. The article begins with the justification of the need to implement TQM in modern conditions of market competition, where the quality of products and services is one of the critical success factors. The role of management in forming a quality culture, the importance of involving all employees in the quality improvement process, and the creation of appropriate conditions for their motivation and training are described. The process approach to quality management, which includes identification, optimization, and monitoring of the main processes of the enterprise, is considered in detail. The advantages of a system approach, which helps enterprises to coordinate their actions better and achieve strategic goals, are described. Special attention is paid to continuous improvement, which is critical to competitiveness in a rapidly changing environment. Methods and tools used for continuous process improvement are discussed, as well as the importance of data-driven decision-making to minimize risk and improve management efficiency. The importance of mutually beneficial relations with suppliers, which contribute to improving the quality of products and services and ensure supply stability, is also analyzed. It is shown how long-term partnerships with suppliers can contribute to the overall success of the enterprise. The article presents examples of successful implementation of TQM at various enterprises, demonstrating the practical benefits of applying these principles. Specific outcomes achieved through TQM implementation include increased efficiency, reduced costs, improved product quality, and increased customer satisfaction. The article ends with conclusions about the importance and benefits of implementing the principles of total quality management for enterprises of various industries. It is emphasized that TQM is not only a quality improvement tool but also a strategic approach that contributes to the enterprise’s long-term success and sustainable development. Keywords: total quality management (TQM), principles of TQM, product quality, customer orientation, process approach, a systematic approach to management, quality management, increasing efficiency.

Research on Factors Affecting Digital Marketing Investment Activities in Small and Medium Enterprises in Hanoi City

In the ever-evolving technology landscape, digital marketing has been thriving globally. Investing in digital marketing activities is crucial for businesses in general and SMEs in particular. The study selects the scope of small and medium enterprises (SMEs) in Hanoi city to evaluate factors affecting digital marketing investment activities in small and medium enterprises. The study uses both qualitative and quantitative methods. The research results identify five factors affecting digital marketing investment in small and medium enterprises (including leadership capacity, quality of human resources, financial ability, corporate culture and scientific and technological capacity). The research results can serve as a basis for solutions to improve digital marketing investment activities in small and medium enterprises, as well as valuable information for reference for small and medium enterprises in Hanoi in making investment decisions.

Стратегічне управління збутом продукції переробного промислового підприємства на міжнародному ринку

The article defines the concepts of strategic management and sales activity both separately and as a system. The advantages of using the strategic management of the enterprise's sales activity are analyzed. The subsystems that make up the system of management of the enterprise's sales activity are considered. The formation of a sales strategy at the enterprises of the manufacturing industry is studied. A set of actions to improve the system of managing the sales activities of an industrial enterprise in the international market is defined. Attention is also focused on the importance of strategic sales management of industrial enterprises when they enter foreign markets in the current conditions of uncertainty and constant volatility of the macro environment.

Digital government and corporate leverage: Evidence from China

Corporate leverage is an indicator of economic health, and this topic has attracted a great deal of attention since the international financial crisis of 2008. This paper constructs a model of enterprise decision-making under a digital government and theoretically analyzes how the government digital reform impacts corporate leverage and the mechanism of this impact. Theoretical analysis has previously shown that digital reforms by governments help to ease the information asymmetry between banks and enterprises, which in turn affects the actual economic activities of enterprises. Based on these findings, the “one-stop government service” natural experiment used in this paper and the empirical analysis using a multiphase difference-in-differences (DID) method show that digital government can inhibit the short-term debt financing of enterprises while improving their long-term debt financing. This study further finds that the digital government can improve the level of long-term debt for long-term use, thereby reducing corporate leverage. By enriching the theoretical and empirical research on government digital reform, this paper contributes significant theoretical and practical insights to the literature on corporate leverage in the context of government factors.

IMPROVING THE MARKETING ACTIVITY OF THE ENTERPRISE: THEORETICAL AND APPLIED PRINCIPLES

The article is devoted to studying the theoretical and applied features of the enterprise's marketing activity and the search for ways to improve it. As a result of the retrospective analysis of the existing approaches to the interpretation of the concept of "marketing management", the paper synthesized the key and most significant of them and outlined their main characteristics in market conditions. The research proposed to form a management system for interaction with regular and potential customers to improve the management system of the enterprise's marketing activities. Moreover, the article proposed to speed up communications within the enterprise and the speed of making managerial decisions regarding marketing activities, which will contribute to the qualitative reorganization of the enterprise's marketing system. The main interrelated elements of the enterprise's marketing information system are defined, which are aimed at ensuring all directions and functional areas of the enterprise's activity. As a research result the study developed a theoretical model of management of the company's marketing tools, which is designed to contribute to the improvement of the marketing activity management system by increasing the effectiveness of marketing communications at the company.

STRATEGIC MANAGEMENT IN THE FACE OF RISK AND UNCERTAINTY

The relevance of the scientific study of the essence and importance of strategic management in conditions of risk and uncertainty is due to the challenges of the times, characterized by crisis conditions in many areas of economic activity and life support, as well as the growth of competitive conditions for various segments of the business environment. The research methodology is based on the principles of science and systematicity. To analyze the essential features of strategic management and to study the significance of applying modern innovative approaches to analyze and monitor certain changes under conditions of risk and uncertainty, the author uses the methods of comparative analysis, analytical and synthetic, statistical, abstract and logical. Although, at first glance, the results of scientific research on a wide range of scientific issues related to strategic management have been published, the requirements of the times require further research not only in general, but also taking into account the specifics of various sectors of the economy, in particular in conditions of uncertainty, the crisis in the Ukrainian economy, etc. To reveal the essence and significance of strategic management in the context of risk and uncertainty in the business environment, the author presents in more detail the characteristics of the main criteria and levers of influence on the formation of the basic foundations of strategic management. The advantages and disadvantages characterizing the peculiarities of the activities of enterprises in various sectors of the economy are determined, taking into account modern levers of influence. The author proves the special importance of taking into account external and internal factors that have an impact or may, under certain circumstances, affect the activities of enterprises both in conditions of stable development and taking into account conditions of risk and uncertainty. The study provides grounds to summarize the existing experience of enterprises of various forms and types of business and to assert the importance of planning their activities not only for short and medium-term periods in a competitive environment, but also to think strategically, anticipating and overcoming crisis situations and conditions of uncertainty, directing their efforts towards sustainable (balanced) development.

INNOVATIVE TECHNOLOGIES AS A FACTOR IN IMPROVING THE QUALITY OF SERVICE ORGANIZATION IN THE HOTEL AND RESTAURANT BUSINESS

This article reveals aspects of the impact of innovative technologies on improving the quality of service organization in the hotel and restaurant business. The issue of improving the quality of the organization of customer service at the enterprises of the hotel and restaurant complex was considered. The peculiarities of the application of innovative technologies at enterprises in modern conditions are analyzed. The development of information technologies and growing competition in the market of hotel services necessitate the active use of innovations in the operation of modern hotels. Nowadays, innovation is considered one of the important competitive advantages of the hospitality industry. At the same time, the spectrum of application of innovations in the activity of a hotel enterprise is quite multifaceted. The purpose of the study was to demonstrate the use of innovations in the activities of enterprises of the hotel industry. The hypothesis of the study was the assumption that the key trends in the development of innovations in the hotel industry are digitization, resource-saving technologies and environmental protection. The research methodology was based on system analysis. The article examines innovations in the hotel industry that are relevant to today's realities. Analysis of existing developments and experience of using innovations in modern hotel enterprises of Ukraine allowed the author to clarify the classification of types of innovations in the hotel industry. Based on the results of the research, the main problems that arise in the process of introducing innovations in the hotel industry have been verified, and methods of their elimination have been determined. Scope: the obtained results can be used in the practical activities of hotel enterprises in the modernization and improvement of the service process. The author proves that "green technologies" have been given a prominent place in the innovations of the hotel industry in recent years. At the same time, the idea of environmental protection is implemented not only in the aspect of providing comfortable conditions for guests, but also at all stages of the life of a hotel enterprise: from engineering research, design, construction and operation to major repairs, reconstruction and complete liquidation.