Ukrainian Market Research Articles

HERBAL MEDICINE IN DENTISTRY: PAST, PRESENT, AND FUTURE

The treatment of inflammatory diseases of the oral mucosa and inflammatory-dystrophic diseases of the periodontal tissues is a major concern in modern dentistry. The use of herbal medicines is one of the most promising areas of pharmacotherapy, employed both as standalone treatments and as part of comprehensive therapeutic regimens. Currently, nearly 50% of medications in the global pharmacotherapeutic arsenal are derived directly from medicinal plant materials. The high interest in herbal remedies stems from several key factors, including their natural origin, complex structure, pharmacological versatility, cost-effectiveness, and their applicability in treating a wide range of diseases. The development of modern herbal medicine is considered a priority in public health, aimed at preventing acute and chronic diseases and improving quality of life. At the same time, evidence-based approaches to medicinal plants are rooted in the principles of "phytonics," which emphasize the standardized production of herbal medicines at all stages. The aim of thus study is to review the literature on the use of herbal medicines in dental practice. The current range of phytopreparations available on the pharmaceutical market in Ukraine includes both well-established herbal products and new preparations that have undergone experimental testing and now require evidence-based clinical validation. Conclusion. Phytotherapy in dental practice presents a promising approach due to the polytropic effects of herbal medicines. Future research must adhere to the principles of scientific rigor to ensure the effectiveness and safety of these treatments.

КОНЦЕПТУАЛЬНІ ЗАСАДИ ФОРМУВАННЯ ІНКЛЮЗИВНОГО РИНКУ ПРАЦІ В УКРАЇНІ

Introduction. In the conditions of war, Ukraine faces numerous challenges that affect the socio-economic situation and the functioning of the labor market. At the same time, the formation of an inclusive labor market, which is able to provide equal opportunities for all citizens, including vulnerable groups of the population, which will contribute to social cohesion and economic stability of the country, becomes particularly relevant. This requires the formation of conceptual approaches to the creation of an inclusive labor market in Ukraine, taking into account the peculiarities of wartime and the challenges facing the country. The purpose of the article. The purpose of the study is to determine the conceptual foundations of the formation of an inclusive labor market in Ukraine in wartime conditions based on the identification of the main challenges for attracting vulnerable population groups to the labor market and the development of ways to overcome them in order to ensure the social and economic stability of the state. Methods. The research methodology is based on a comprehensive approach, which includes the analysis of scientific literature, regulatory and legal framework and statistical data. The research uses methods of comparative analysis to determine barriers in the labor market, a systematic approach to determine the conceptual foundations of inclusiveness, and a method of logical generalization to determine practical ways to solve the identified problems. Results. The article identifies the need for the formation of an inclusive labor market in Ukraine in the conditions of war, when socio-economic instability affects access to employment for various population groups. The main barriers to the participation of vulnerable population groups in the labor market, including veterans, internally displaced persons, people with disabilities, youth and women, have been identified. The analysis of the modern legal framework showed that there is currently a shortage of state support tools for their employment. The importance of cooperation between the state, business and the public sector to create equal employment opportunities has been proven. Conceptual approaches to the formation of an inclusive labor market are defined: implementation of professional retraining programs, development of social entrepreneurship and adaptation of workplaces. The need for the formation of a state policy aimed at ensuring equal access to the labor market for all population groups and strengthening the economic stability of Ukraine has been proven. Conclusions. The importance of the formation of an inclusive labor market in Ukraine as a key element of socio-economic stability in the conditions of war has been proven. The proposed conceptual principles ensure the expansion of opportunities for vulnerable population groups, the reduction of unemployment and the increase of social cohesion.

Unlocking the potential: Key factors shaping the liquid biofuels market in Ukraine

Unlocking the potential: Key factors shaping the liquid biofuels market in Ukraine

ORGANIZATIONAL AND FINANCIAL ASPECTS OF DISTRIBUTION MANAGEMENT OF DIGITAL CONTENT

In today's crisis conditions caused by military, financial, economic, social, environmental political upheavals and threats, the role of innovative technologies in trade is growing significantly. First of all, this applies to digital distribution in the book trade. Compared to traditional forms of trade, it does not require extensive infrastructure, large production facilities, or numerous staff. This helps to reduce transaction costs, respond more quickly to changing market conditions and simplify access to international trading platforms. However, the further development of digital distribution requires constant monitoring and analysis of global trends, and implementation of the best domestic and foreign practices to ensure efficient management of trading operations.The purpose of the study is to formulate the main financial and organizational measures to improve the management of digital distribution and increase its efficiency. To achieve this goal, the following tasks were solved: based on scientific publications and statistical data, the author monitored the trends in the development of digital distribution and the e-book market in Ukraine and in the world; analyzed the rank and level of visits to the websites of leading online e-book and audiobook stores in Ukraine; identified external and internal factors that affect the efficiency of digital distribution, in particular, e-books and audiobooks in the current conditions of military aggression and other risks; developed a model for generating revenue for a digital distribution platform.Financial, economic and organizational measures to improve the company's distribution management of digital content are proposed. These include areas of customer incentives and rewards, improved communication with digital goods manufacturers, priority funding for projects to improve the platform interface and mobile application, improved accounting, reporting, operational and strategic planning, and the introduction of artificial intelligence.

ROLE OF FINANCIAL INSTRUMENTS IN ENSURING LIQUIDITY AND STABILITY OF THE CURRENCY MARKET OF UKRAINE IN THE CONDITIONS OF MILITARY CONFLICT

In the conditions of military actions, liquidity of the currency market is of critical importance for the financial stability and security of the state, which stipulates significant relevance of the issue of instruments of liquidity provision. The research aims to identify the influence of the instruments of the National Bank of Ukraine (NBU) on the liquidity of the currency market of Ukraine within the context of long-term military conflict.The methods of regression analysis, correlation analysis, and analysis of variance were used in the study to determine the leading factors that influence the liquidity of the currency market in Ukraine in the conditions of military conflict.The study of the liquidity of the currency market through the prism of linear regression reveals the relation between the core economic indicators and the level of liquidity of the currency market during the military conflict. The model with a coefficient of determination 0,774 was found to effectively describe 77,4% of liquidity variability, underlining the significant influence of such factors as central bank policies and macroeconomic conditions. Significant coefficients for central bank interventions (1,7867), regulatory measures (59,8199), volume of international aid (-1,5684) and inflation (-99,9780) indicate their influence on the liquidity of the currency market in the conditions of military conflict. The influence of regulatory measures with a correlation of 0,59 is especially important.The article emphasises the necessity for minimising dependence on external financing and inflation control through monetary measures to ensure price stability. Further study perspectives involve consideration of the influence of digital currency of central banks on the liquidity of the currency market.

State policy on provision of strategic stocks of petroleum products in the structure of the state reserve

The object of research is the state policy on provision of strategic stocks of petroleum products in the structure of the state reserve. The article defines the importance of reserving for ensuring the strategic needs of the state in the state reserve system of Ukraine of such resources as oil, petroleum products, fuel and lubricants. There were established the factors of influence that require the transformation of approaches to the formatting the state reserve of strategic materials. It was proved the need to create a special model of state management of petroleum products, fuel and lubricant reserves in the structure of the state reserve. It was disclosed the peculiarity of the functioning of the oil transportation and storage market as an alternative to the state reserve system as for Ukraine. It was made an analysis of the Ukrainian legislation regarding the formation of the strategic reserve of oil and petroleum products. It was investigated the foreign experience of state policy in the field of reserving strategic reserves of oil and petroleum products. There were explored the ways of revealing the potential of legal adjusting of the processes of forming the strategic state reserve in Ukraine. There were developed the directions for improving the state policy in Ukraine regarding the formation of reserves of petroleum products based on the example of foreign countries. It was proved the expediency of expanding various forms of involvement of private sector entities in the processes of forming the state strategic reserve. There were determined the peculiarities of the model of interaction between the state and the private sector in this matter. There were prognosed further trends in the development of the global oil and oil products storage market. There were identified the potential opportunities for expanding Ukraine's participation in the global oil and oil products storage market. It was disclosed the mechanisms of state participation in the process of forming strategic reserves of oil and oil products in foreign countries. There were also determined the further need for the formation of the Ukrainian market for the storage of oil and oil products as an element of the state reserve system.

Meta Ads digital advertising in social networks

A progressive tool for achieving the marketing goals of retail enterprises in digital advertising in social networks, taking into account the current situation in Ukraine, is Meta Ads. Advanced targeting parameters based on demographics, interests and own audience make Meta Ads a powerful tool for digital advertising professionals, allowing them to reach a wide audience with targeted messages. The study was conducted using the following methods: data analysis, synthesis and logical generalization of results; systemic, structural and statistical analysis with the use of graphical methods. The main sources of information are scientific papers, the results of marketing research, expert blogs in the field of digital advertising, and official statistical information from Internet resources. In the article there were considered the functions of generative artificial intelligence in Meta Ads, such as image enhancement, background generation, and ad text variations, which can reduce the time required to create advertising materials. Advantage+ tools that automate the process of creating advertising campaigns and targeting have been analysed, in particular Advantage+ Shopping Campaigns and Advantage+ Creative. The development trends of Meta Ads in the Ukrainian market, which will affect the results and efficiency of work with digital advertising, are substantiated. It was determined that the use of existing artificial intelligence technologies will allow enterprises to better find the target audience and work with advertisements

Current state of legal regulation of economic activities in the field of organizing and conducting gambling

The article is devoted to the issues of characterizing the current state of development of legal regulation of economic activity in the field of organization and conduct of gambling. The development of the gambling industry and market in Ukraine, their impact on social processes, including negative ones, the speed of regulatory reaction, tax revenues and other factors, shows the importance of this type of economic activity in the general economic environment and the need for its comprehensive study. It was determined that the regulation of social relations of this type of economic activity is characterized by a variety of norms that are involved in this process from different branches of law and the presence of current socially significant problems, the response to which is associated with possible changes to legislation. A separate component of these processes is the effect of martial law in Ukraine and the efforts of the subjects of regulatory and legal regulation to use the discretionary powers granted in connection with this. In turn, such actions, regardless of their positive nature, have law enforcement risks associated with the «legal purity» of the adopted normative legal acts. The author examines the current state of legal regulation of economic activity in the field of gambling, considers the possibility of alternative approaches to the generalization of the results of such an analysis, depending on the type of economic relations. It was determined that at the current stage of the development of legislation on gambling, the regulation of such economic activity can be carried out not only with the help of special legislation, but also by individual legal acts (Decision of the National Security and Defense Council of Ukraine on the introduction of sanctions), which is contrary to legal principles and the jurisdictional criterion of the origin of regulatory influence. It is concluded that it is necessary to take into account the priority of legislative procedures before the regulatory reaction caused by the resonance of social problems, and it is proposed, taking into account the state of development of the gambling business in Ukraine, to apply special management regimes.

АНАЛІТИКА ДІЯЛЬНОСТІ ПІДПРИЄМСТВ УКРАЇНИ З ВИРОБНИЦТВА ЦЕМЕНТУ В УМОВАХ СИСТЕМНИХ ВИКЛИКІВ

The article examines the activity of Ukrainian cement production enterprises in conditions of systemic challenges. The steady growth of the cement market in Ukraine in 2021 relative to 2020 has been determined. However, the full-scale war in Ukraine significantly affected the activities of cement manufacturing enterprises. The hostilities on the territory of the country have led to a decrease in the demand for cement due to the suspension of construction projects and infrastructure works, as well as due to instability and economic uncertainty. This was reflected in the decrease in business activity in the cement market in Ukraine. In 2022, the number of active cement production entities decreased by 22.2% compared to 2021. The decrease in the number of business entities in the cement industry of Ukraine led to a decrease in the number of employees, particularly, the number of employees decreased by 21.8% in 2022 compared to 2021. Such trends continued in the reduction of personnel costs of cement production enterprises by 25.1% over the last year under review. It has been proven that the most noticeable negative impact of the war on the development of the cement industry in Ukraine can be traced in the dynamics of the volumes of products sold (goods, services) of enterprises in 2022 compared to 2021: the value of this indicator decreased by UAH 7,499,298.9 thousand. or more than a third. As a result, the financial results of cement production enterprises in 2022 significantly worsened compared to 2021. In general, the level of profitability of the operational activities of cement production enterprises in 2022 significantly decreased compared to the previous three years. The most significant decrease was in profitability of operational activity resulting in a reduction of this indicator to the level of -25.6% in 2022. In general, the system challenges for the development of the cement market in Ukraine derived from war require adequate strategic decisions to support this exceptionally important activity for the post-war recovery of Ukraine. The further research of business responses for the current challenges is a perspective of the further studies in the field.

ПРОБЛЕМИ ТА ПЕРСПЕКТИВИ СТРАХУВАННЯ ТУРИСТИЧНОЇ ДІЯЛЬНОСТІ

The article discusses the types of insurance in tourism. Based on the analysis of the insurance market of Ukraine, it was established that the number of insurance companies decreased by almost three times during the years 2015-2022, and 25 insurance companies worked in the field of tourism in 2023. It was revealed that the following companies are the leaders in the travel insurance market: European Travel Insurance, ARX, VUSO, PZU Ukraine. The factors that hold back the development of tourism insurance are highlighted: military actions due to Russia's invasion of Ukraine, political instability; decrease in the number of tourists, low solvency of the population; imperfect legal framework; poor awareness of the population in the field of tourism insurance; public distrust of insurance companies; a narrow range of insurance services in the field of tourism insurance; incomplete and untimely fulfillment of obligations to policyholders; limited scope of insurance protection due to reduction of insurance prices by insurers; decrease in the quality of insurance products; insufficient professional level of insurance company specialists; overall low development of the country's insurance market. The main trends in the field of insurance in Ukraine are revealed: individual policies for certain tourist segments, use of artificial intelligence, transformation of products into the format of electronic policies, blockchain technologies. Directions for solving problems in the field of insurance in tourism are indicated: improvement of the regulatory and legal framework; ensuring political stability, increasing economic development in the state; training of highly qualified personnel in the field of insurance; improvement of insurance culture; creation of protective mechanisms for tourists; assistance from the state to the development of the insurance market in Ukraine; improvement of the risk management mechanism; increasing public trust in insurance companies; expanding the list of insurance services and improving their quality.

Determining the leaders of Ukraine’s insurance market based on the adaptation of the DEA method

The escalating wartime risks in Ukraine has led to a rapid reduction in insurance coverage in life and non-life segments. The purpose of the study is to rank Ukraine’s insurance companies based on an adaptation of the DEA method to the insurance market conditions. The study utilized the Supervisory Statistics of the National Bank of Ukraine as data. The study also used ranking of insurance companies based on technical efficiency criteria. The output indicators include the profitability of total capital (Output1) and the occupied share of the insurance market (Output2). The input indicators comprise the volume of total assets of insurers (Input1), the share of equity capital in assets (Input2), the level of gross payments (Input3), and the level of payments to insurance reserves (Input4). The ranking of insurance companies is based on minimizing the distance of each from the bounds of technical efficiency by solving a set of optimization problems. Based on the modeling results, a list of market leaders (7 companies) was formed for the end of the third quarter of 2023. They served nearly 37% of the insurance market in Ukraine, accumulating 41.5% of the total assets of this financial market sector. So, the primary issue for insurance companies is the loss of solvency due to the absence of adequate levels of insurance reserves. Therefore, priority measures should include strengthening regulatory constraints in this financial market segment to facilitate its qualitative renewal.

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The article offers a toolkit for forming a marketing strategy for the development of a distributor company on the market of Ukraine and focuses on a comprehensive approach to the analysis and optimization of the activities of companies in this segment. The toolkit includes methods and models to assess market opportunities, competitive environment, consumer demand, as well as financial indicators such as cost of sales and leverage ratio. Thanks to this toolkit, companies can develop effective marketing strategies that contribute to strengthening their positions on the market, increasing profitability and ensuring sustainable development in competitive conditions. The proposed toolkit is adapted to the activities of the domestic enterprise.

REACTION AND ADAPTATION OF THE STOCK MARKETS TO THE FULL-SCALE INVASION OF UKRAINE

This article investigates the reaction and adaptation of stock markets in response to the Full-Scale Invasion of Ukraine in February 2022. It examines the immediate effects on the Ukrainian stock market, highlighting the significant decline in trading volumes and stock prices due to geopolitical uncertainty. The study analyzes the behavior of major indices, including the PFTS and S&P 500, and explores investor sentiment during this crisis. Notably, while the S&P 500 experienced an initial drop, it rebounded as investors perceived a buying opportunity, reflecting resilience in more diversified markets. In contrast, the Ukrainian market faced severe disruptions, prompting regulatory responses and measures to restore confidence. The paper also considers gold’s reaction as a safe-haven asset, emphasizing its role in mitigating risks amid heightened geopolitical tensions. The findings underline the complexities of market dynamics during crises and the varying impacts on domestic and international investors.

ASSESSMENT OF THE DOMESTIC WORKWEAR MARKET

The research paper examines the development of the market for tailoring work clothes in Ukraine. The European and domestic classification of types of work clothes and the corresponding segmentation of the market are given. Special purpose clothing guarantees protection to employees from the adverse effects of the working environment, reduces the risk of industrial injuries and shows their individuality. Under modern conditions, the market of overalls is developing rapidly, taking into account the growing need for it among enterprises in the construction industry, manufacturing industry, distribution of electricity, gas and water, wholesale and retail trade, tourism, medicine, the service sector and other industries. Therefore, the analysis of the development of the overalls market requires in-depth research and is an important and urgent issue. The article provides an assessment of the current state of the workwear market in terms of changes in the number of enterprises, volumes of merchandise and sales of special purpose products. The domestic market of work clothes and personal protective equipment maintains a stable growth trend. In particular, new business entities dealing with their tailoring and implementation are being opened. They expand the range of special purpose products; improve their quality and aesthetic appearance. The article outlines the trends in the development of the workwear market in Ukraine: cost optimization for the purchase of better quality workwear; the emergence of new technologies in the production of work clothes increase the requirements for the innovative component of the clothing market; orientation of manufacturers of work clothes mainly on consumers of low and medium price segments; growth in the amount of tailoring of uniforms for the Armed Forces, the State Emergency Service, and medical workers based on military needs; increase in the number of competing companies. Based on this, the ways of further improvement of the scope of sales regarding the tailoring of work clothes are planned: to make comfortable multi-functional overalls for active life and work; to revitalize the digitization of the market for the sale of workwear; to involve nanotechnology in the production of overalls (fabrics: a generator, a cooler, which changes color under the influence of water, heat and light, which is not subject to damage when using a knife). As a result of taking these measures, companies producing special purpose clothing will increase their competitiveness both on the domestic and European markets.

Institutional model of the financial services market and its development

In the paper, the institutional model of the financial services market in Ukraine is defined as a complex system that ensures the interaction of its various subjects, regulates their activities and contributes to the stable and effective functioning of the financial sector based on taking into account the role and relationships of public and private organizations, legal and regulatory frameworks, as well as socio-economic factors that affect the functioning of the financial services market. Three stages of the development of the financial services market in Ukraine are highlighted, their characteristics, achievements and challenges are given. The main components of the institutional model of the financial services market are defined. It is shown that high-quality infrastructure and effective debt settlement institutions are critical for maintaining the financial stability of credit institutions. The purpose of the reform of state regulation based on the model of a single regulator is determined, which consists in increasing the efficiency, transparency and stability of the financial market. The advantages of a single regulator based on the NBU are: consolidation of functions, improvement of efficiency, reduction of administrative costs, improvement of coordination, increase of transparency, reduction of duplication. The challenges are: the difficulties of the transition period, the need to maintain specialization and the implementation of management changes. It is shown that the financial ombudsman plays an important role in the system of institutions for professional regulation of financial services markets. At the initial stage of implementation of the said institute, its role as a mediator is critically important for creating an effective mechanism for resolving conflicts and ensuring trust in the financial market. It has been established that the financial ombudsman performs the functions of: an independent mediator based on the principles of neutrality and confidentiality; supports the resolution of conflicts based on the analysis of the situation and the proposal of solutions, improves communication by organizing meetings and ensuring a clear exchange of information; ensures transparency and fairness by clarifying rights and obligations, creating standards for mediation; increases confidence in the financial market on the basis of reducing conflicts and improving the reputation of the financial market.

Соціальні та економічні ефекти розвитку ринку іпотечного кредитування в умовах дії правового режиму воєнного стану

The article reveals the peculiarities of the development of the mortgage lending market in Ukraine and its impact on the socio-economic development of society. Housing mortgage lending allows the optimal combination of the interests of various parties as one of the most reliable ways of attracting private investment through the capitalization of residential real estate, – construction companies, financial and credit institutions, citizens, and the state. The mortgage lending system changes the needs of different social strata of the population, affecting the behavior strategy and adaptation to market conditions. Providing good living conditions contributes to improving the nation’s health, increasing life expectancy, and increasing the working capacity of the population, which are essential components of the country’s social capital. An assessment of the possibilities of stimulating this influence in the conditions of war and post-war recovery was carried out, and the necessary tools for strengthening the social orientation of mortgages were determined. The processes of implementing the state program «eOselia» as a vital tool for restoring mortgage lending to provide affordable housing for the population have been analyzed. The conclusions regarding the possibilities of developing mortgage lending in modern challenges and the need to implement strategic measures to stabilize and expand the housing market in Ukraine are substantiated. The development of the real estate market and mortgage lending is quite tricky due to the instability of the economic situation in the country, the war, and the population’s growing demand for the improvement of housing conditions. Therefore, the proper development of the mortgage lending market will contribute not only to the economy but also to the social development of the state. Thanks to reforms, state support programs, and technological innovations, Ukraine can create a more accessible and stable mortgage market, which will contribute to the improvement of the living conditions of citizens and general economic development. Keywords: mortgage, mortgage lending, mortgage lending market, state lending program.

Methodology of sensory analysis in improving the technology of canned fruit beverages

The Ukrainian fruit juice market is competitive and consumers prefer products that have high organoleptic characteristics and retain the maximum amount of nutrients. The study analyses the current state of the fruit beverage market, in particular apple juice, in Ukraine, with a focus on organoleptic properties that influence consumer choice. The relevance of the study lies in the need to improve the technologies for the production of canned fruit juices, in particular apple juice, to ensure compliance with modern consumer requirements for product quality and safety. The fruit juice market in Ukraine is competitive and consumers prefer products with high organoleptic characteristics and retaining the maximum amount of nutrients. Given the change in consumer preferences and increased interest in healthy eating, there is a need for a comprehensive analysis of consumer expectations and sensory properties of products. The aim of the study was to identify the main factors influencing consumers' choice of apple juice, assess the quality of products of the five leading brands in the Ukrainian market (Nash Sik, Jaffa, Galicia, Rich and Biola), and develop recommendations for improving organoleptic characteristics to increase the competitiveness of products. Based on the developed questionnaire, a survey was conducted to determine consumer preferences and the formation of the juice market. The results of the survey revealed a high level of consumer interest in new types of varietal fruit juices, which underlines the importance of research in this area. The main results of the study showed that the juice of the Rich brand meets consumer expectations the best, particularly in terms of taste and aroma. Consumers noted the importance of naturalness of products and the absence of artificial additives, which emphasizes the need to improve production technologies to preserve the natural composition and taste. Recommendations have been developed to improve the quality of apple juice, including optimization of technological processes, increasing the content of nutrients in the final product and ensuring compliance with consumer expectations. The results obtained can be used to increase the competitiveness of products in the market and expand the range of fruit juices in line with current trends in healthy eating.

The state of the property insurance market of Ukraine in the conditions of war

Introduction. The paper highlights the theoretical and methodological foundations of the functioning of the property insurance market in Ukraine. It was determined that property insurance is of crucial importance for raising the standard of living of the population and creating a strong system of protection of state finances, ensuring the stability of the country's economy. The purpose of the paper is to determine the essence of insured property and research the state of the property insurance market of Ukraine during the period of martial law. Results. The current trends in the development of property insurance in Ukraine are considered. The paper examines and analyzes the current state of the property insurance market of Ukraine and the main indicators of insurance activity for 2021-2023. It was determined that property insurance is the largest branch of the insurance market of Ukraine, and despite all the problems related to the war, the Ukrainian insurance market continued active recovery in 2023. The main problems of the property insurance market, which restrain its development, are identified, directions for its improvement and further development are proposed. In order to develop the insurance property of Ukraine after the war, it was proposed to soften the regulatory requirements for calculating contributions, reduce the tax burden on insurance activity, strengthen the control of insurance payments, and ensure the possibility of preferential lending. Conclusions. Analysis of the development of property insurance in Ukraine in recent years allows us to come to the disappointing conclusion that the war significantly affected the development of property insurance, there was a significant decrease in insurance premiums and insurance payments in 2020. But in 2023, the property insurance market of Ukraine began to grow, which indicates its readiness for adaptation and recovery in the post-war years.

Інституціональні засади формування та розвитку стійкого ринку електронної комерції

This research examines the institutional aspects of developing a resilient e-commerce market in Ukraine. The institutional approach allows us to consider various aspects of formation, functioning, and changes within the social institutions and their influence of e-commerce solutions on individuals’ activities and social interaction. During the literature review, the various approaches to the essence of the institution as an economic category were considered. The author proposed considering the e-commerce institution as a socially formed system that structures interaction within the e-commerce market by implementing formal and informal rules that influence subjects’ activities by establishing restrictions and organizing motivational mechanisms that support the desired behavior to maximize the aggregate economic impact. The roles and functions of the leading institutional players, particularly state institutions, market institutions, research institutions, and public and non-profit institutions, are defined. The literature review determined that e-commerce adoption is significantly determined by the response to pressure from external agents (consumers and competitors) and internal agents (employees). The model of the institutional environment of the e-commerce system is presented. The proposed model is based on the interaction of e-commerce institutions that contribute to institutionalizing e-commerce technologies within the Ukrainian business environment. The institutional influence is being implemented by utilizing the interaction of the ‘business-government-society’ triad. Among the expected institutional effects of the general modernization of the socio-economic system, the harmonization of relationships between individual participants and the reduction of resource asymmetry can be highlighted. Three types of institutional pressures that influence the enterprises’ decisions to adopt and develop e-commerce systems are discussed, particularly coercive, regulatory, and mimetic types of pressure. The interaction of these types of institutional pressure thereby influences the enterprises’ perception of barriers and opportunities for adopting and utilizing e-commerce. Keywords: e-commerce, institutionalization, resilience.

PIGS OF MEAT BREEDS IN UKRAINE AND THE NEED FOR THE REVIVAL OF PIG BREEDING

The article highlights the peculiarities of pork production in Ukraine, examines the productivity of domestic and foreign meat breeds of pigs in the dynamics of 2002–2022. It was found that the meat pork market in Ukraine developed intensively from 2002 to 2016, with a sharp reduction thereafter. The breeds of pigs in the meat direction of productivity include Durok, Landras, Pietrain, Poltavian Meat, Welsh, Ukrainian Meat and Red White-Beltid with some changes in the breed composition during 2002–2022. It was established that until 2005, the leaders in the meat pork production market were the Ukrainian and Poltavian Meat breeds, which were later supplanted by Landrace pigs. The population of the main sows of the investigated breeds was 7.8–9.3% of the total number of pigs, including 8.9% in 2022, which ensured the necessary reproduction of animals with some nuances regarding small populations. In 2022, the number of queens of the landrace breed will be 87.7–98.8% higher than the number of the rest of the studied breeds. Sows of meat breeds, which were bred in breeding farms during 2002–2022, are characterized by significant variability of multifertility, and the difference in the trait within one breed quite often exceeded the interbreed difference. The variability of the best indicators of the age of pigs reaching a live weight of 100 kg in the process of their cultivation in representatives of the Durok breed during the years 2002–2022 was 164–178 days, Landras 148–183 days, Pietrain 150–154 days, Poltavian Meat 179–198 days, Welsh 156–187 days, Ukrainian Meat 174–187 days and Red White-Beltid 181–207 days. The highest indicators of average daily gains were among pigs of the Durok breed, which varied between 658–810 g, Landras 612–860 g, Pietrain 520–890 g, Poltavian Meat 574–735 g, Welsh 344–628 g, Ukrainian butchers 435–768 g and Red White-Beltid 470–635 g. It has been proven that Durok pigs in the best breeding herds had lard thickness at the level of 13–16 mm, Landras 10–12 mm, Pietrain 7–9 mm, Poltavian Meat 21–23 mm, Welsh 12–16 mm, Ukrainian Meat 16–20 mm and Red White-Beltid 22–23 mm. On the example of the genealogical structure of pigs of the Landrace and Pietrain breeds, as well as the market for the sale of breeding offspring and semen, the conduct of purebred breeding in subjects of the breeding business in the pig industry of Ukraine is questioned. In order to revive Ukrainian pig farming and bring order to breeding pig breeding, it is recommended to take into account the requirements for the functioning of the pig breeding industry in the countries of the European Union.