Ukrainian Market Research Articles

Структурно-динамічний аналіз ІТ-ринку України: виклики сьогодення

The aim of the article is to study the trends and features of structural transformations of the IT market of Ukraine over the past decade. Taking into account the consideration that there is still no single statistical base and system of indicators that would fully reflect the state of functioning of the IT market in Ukraine, as is revealed by the analyses of many information sources, the main structural transformations of the IT market of Ukraine as of 2013, 2018 and 2023 were analyzed and researched. As result of the carried out study, it is found out what structural changes took place during these periods in the IT labor market, in the market of IT products, in the economics of the IT business in general, etc. This made it possible to better assess the potential of the national IT market, identify potential threats to its development, competitive environment, and form a systematic view of the state and prospects for the development of the IT sector of the national economy, also to outline the key trends that will determine the development of the IT market in the near future. The factors of national and global scale, under the influence of which the IT market of Ukraine will be formed and function in the future, have been identified. In particular, it is the continuation of hostilities on the territory of Ukraine; irregularity of the process of reservation of critical employees of the IT industry and sending them on business trips abroad; lack of free money in the economy; global recession due to the energy crisis; companies’ attraction to optimize costs for the development along with further development of artificial intelligence. It is found that in 2023, for the first time in a decade, there is a downward trend in the volume of the IT market. This is testified by the departure of IT specialists abroad, a drop in the export of IT services, significant layoffs of IT specialists by companies, a long-term delay in the revision of salaries, a freeze in the increase in the level of compensation and bonus payments, a change in the situation in the talent market not in favor of Ukrainian IT specialists, etc. Prospects for further research in this direction are the substantiation of making appropriate managerial decisions to curb the decline of the IT market and the introduction of additional tools to stimulate its development in the dynamic economic conditions that have developed both within the country and around the world.

СТАН РИНКУ ПРАЦІ ТА МОТИВАЦІЯ ПЕРСОНАЛУ В УКРАЇНІ В УМОВАХ ВОЄННОГО СТАНУ

In the article, the current state of the labor market in Ukraine and employee motivation are analyzed, existing problems regarding these issues are identified, and ways to address them are outlined. Materials prepared by the Razumkov Center, administrative data from the State Employment Service, data from recruitment agencies and job search resources, as well as information from the European Business Association, and the results of surveys of HR specialists from various sectors of the country's economy were used for the analysis of the Ukrainian labor market in wartime conditions. Based on the works of Kolot A.M., Nazarova G.V., and others, the practical significance of increasing work motivation in crisis conditions is revealed. The interest of scholars and researchers in the chosen topic confirms its relevance and the need for further analysis. The following methods were used for the analysis of the labor market and work motivation: mass statistical observation, comparative and abstract-logical methods to formulate conclusions and proposals. As a result of the research, the authors concluded that the labor market in Ukraine has undergone significant influences in wartime conditions, significantly altering its structure and dynamics. Currently, it is characterized by the following specific features: instability and uncertainty, rising unemployment, changes in the sectoral structure, mass migration of labor force from Ukraine abroad, increased demand due to military needs for specialists in defense and medical fields, etc. Identifying current problems in the Ukrainian labor market allows identifying ways to stabilize it, including rapid restoration of destroyed objects, creation of new jobs, providing support to the unemployed and displaced persons, as well as implementing retraining, qualification improvement programs and work motivation to ensure population adaptation to changed conditions. Measures to stabilize the labor market and increase work motivation in wartime conditions are of great importance both for the effectiveness of solving military tasks and for supporting stability and development in all areas of the country's life.

СУЧАСНІ ТЕНДЕНЦІЇ РОЗВИТКУ РИНКУ СТОМАТОЛОГІЧНИХ ПОСЛУГ В УКРАЇНІ

The modern dental industry in Ukraine is undergoing significant transformations today. According to research on its development, it becomes extremely important in the context of rapid economic growth, changes in the medical environment, and high consumer demands. The relevance of the study lies in analyzing modern trends in the dental services market in Ukraine. The paper discusses the increasing demand for dental services, changes in the competitive environment, the implementation of modern technologies, and trends in consumer preferences, as well as orientation towards international experience. The impact of digital technologies, changes in service quality standards, and the role of marketing and branding in the dental business are analyzed. It is noted that the dental industry is undergoing significant transformations due to rapid changes in the economic, technological, and socio-cultural environment. The research aims to identify key factors influencing the dental services market, review modern strategies and innovations in the field, and forecast development prospects. Modern trends in the dental services market in Ukraine to identify key factors influencing the industry, their interaction, and their impact on medical service consumers are analyzed. The development of the dental industry also depends on the availability of qualified medical personnel and their ability to implement innovative technologies and treatment methods. It is stated that modern technologies, such as telemedicine and digital diagnostics, can significantly improve the quality of dental services and make them more accessible to patients in remote regions. The data obtained during the research can be used to improve management strategies and make effective managerial decisions for dental enterprises in the context of the current market environment in Ukraine. The competitive struggle in the field of dentistry requires from companies not only a high level of medical expertise, but also effective marketing and building a strong brand.Keywords: dental services, market of dental services, development trends, latest technologies, aesthetic dentistry

ЗАГАЛЬНІ ТЕНДЕНЦІЇ ТА ПЕРСПЕКТИВНІ НАПРЯМИ РОЗВИТКУ РИНКУ РЕКРУТИНГОВИХ ПОСЛУГ УКРАЇНИ

The article is devoted to the study of the problem of ensuring the development of the recruiting services market in Ukraine. It was noted that the majority of business entities in Ukraine are unable to perform the entire necessary set of prescribed procedures in the cycle of personnel selection, which requires the involvement of specialized recruiting agencies capable of performing personnel selection at a highly professional level and ensuring the desired final result for the enterprise. Formulated advantages of cooperation of domestic enterprises with recruiting agencies. It has been established that the most widespread recruiting services in Ukraine are: Recruitment, Executive Search, Headhunting, Personnel Leasing, Preliminary and Outplacement. An essential and meaningful description of the main recruiting services is provided and their main advantages and disadvantages are outlined. Basic pricing models used by recruiting agencies are considered. It was noted that the cost of personnel recruiting services in Ukraine varies in a very wide price range and depends on a number of aspects. The main stages of the recruiting process are established and the principles of providing recruiting services are given. It is noted that their strict observance is a key factor in ensuring the correct selection of candidates and creating a positive image of the enterprise. The main trends in the development of the recruiting services market in Ukraine have been studied. The key directions for improving the efficiency of recruiting activities have been identified. The essential advantages of digitization of recruiting are outlined. It is noted that in the modern business environment, where competition for talent is an extremely important element of the implementation of a success strategy, the involvement of recruiting agencies becomes a very relevant tool for supporting organizations in ensuring effective HR management. At the same time, the provision of various recruiting services becomes a critical component of the successful selection and retention of talent, and the involvement of recruiting agencies is an extremely important strategic initiative for organizations, which allows for effective personnel management in today’s extremely complex conditions.

Investing in Ukraine during the war and prospects for investment processes in the postwar period

This article analyzes the current state of the investment market in Ukraine. The impact of Russian military aggression on the investment attractiveness of our country is studied. During this study, all investment opportunities for existing and potentially new Ukrainian investors were analyzed. This study was based on the results of a survey of active Ukrainian investors. The study identified negative factors that affected the investment project market in Ukraine during the war and in the postwar period. Among them were the following: the unstable economic situation in the country, an imperfect legal framework for investor protection, military aggression by Russia and the lack of war risk insurance during the war, and the general economic crisis. The study also identified positive factors influencing investment processes in Ukraine. Among them were the following: the introduction of a visa-free regime, Ukraine’s active foreign economic policy, its association with the European Union, Ukraine's integration course into NATO, and the abolition of export duties and quotas. Possible areas for investment in Ukraine during martial law and in the postwar period were identified. In addition, the problem of attracting foreign investment during the military aggression against Ukraine was analyzed. The possibilities of attracting domestic and foreign investment in the Ukrainian investment project market were considered. The main areas for investment in the country were identified as the defense industry, energy, agriculture, metallurgy, logistics, infrastructure, innovative technologies, and others. For a more detailed analysis, the investment potential of each sector was determined. The largest investment potential was noted in the energy sector (UAH 177 billion), logistics and infrastructure (UAH 123 billion). Woodworking (UAH 5 billion) and investments in natural resources (UAH 5.6 billion) were the least attractive for investors. This article analyzes in detail the investment opportunities in each sector. The article also considers the possibility of shifting international relations from the anti-Putin coalition to closer economic relations, in particular by attracting foreign investors to the Ukrainian investment project market.

Сучасні тренди розвитку загальноєвропейського ринку аграрного страхування: можливості та перспективи для України

Under martial law on the territory of Ukraine, insurance of agricultural products becomes particular relevance, since the danger of losing future crops is scaled not only due to the traditional hazards (agronomic, natural and climatic, financial and economic, etc.), but also due to the presence of wartime risks. The scientific novelty of the presented article lies in the substantiation of the expediency of further development of agrarian insurance in Ukraine, taking into account the global experience and European experience in particular. The article identifies the key problems that impede the functioning of the agrarian insurance market in Ukraine. Based on the results of the study, a comparative analysis of the existing models of functioning of agrarian insurance markets in the countries of the European Union is carried out, their advantages and disadvantages are substantiated. The importance of insurance for a sustainable development of agribusiness and ensuring the country’s food security is emphasized. Summarizing the current trends in the pan-European agrarian insurance market, the authors of the article emphasize the expediency of diversification of insurance protection of agricultural producers by expanding the range of insurance services (microinsurance, index and classic insurance). On the basis of a generalization, an analysis of the key parameters of the development of the agrarian insurance market in Ukraine for 2019–2022 is carried out, the authors’ proposals aimed at forming a model of public-private partnership are formulated, the expediency of strengthening social responsibility and increasing the stability of communication links between stakeholders of the agrarian insurance market, as well as ensuring comprehensive digitalization of the insurance process, is substantiated. The implementation of these measures is considered in the context of adaptation of the national agrarian insurance market to the pan-European insurance space.

РИНОК ПРАЦІ УКРАЇНИ: ПРОБЛЕМИ ТА МОЖЛИВОСТІ ЇХ ВИРІШЕННЯ

The study focuses on the changes in the structure of employment, unemployment rates, migration processes, as well as on the analysis of qualification requirements and skills that have changed under martial law. This will allow developing recommendations for the government, business, and educational institutions on effective strategies for adapting the labor market to new realities, ensuring employment stability, and stimulating the country's economic recovery. The purpose of the article is to comprehensively analyze the impact of crisis factors on the Ukrainian labor market, identify the main problems and trends that have arisen as a result of the war, and develop ways to address them. The results of the study show that the Ukrainian labor market has proved to be particularly sensitive to the changes caused by the hostilities that began in 2022. During this period, there was a pronounced reduction in the number of jobs, especially in non-budget sectors, and a rapid increase in unemployment. A significant decline in the number of employees was recorded in various industries, including the construction and real estate sectors. In contrast, some industries, such as agriculture, showed greater resilience, maintaining stable employment levels. Employers face challenges in recruiting staff, pointing to a lack of qualified candidates and their inadequate training. Among the key trends observed in the labor market in 2022-2023 are the growing demand for universal competencies, the importance of English language proficiency and artificial intelligence skills. The development of remote work has also become a significant factor affecting the employment and recruitment processes. In general, the labor market in Ukraine shows the ability to adapt and recover from the military turmoil, but continues to face a number of challenges that require focused attention and strategic intervention from the government, business, and educational institutions. This study aims to identify the key problems faced by the Ukrainian labor market and suggest possible solutions, which is important for the country's further economic recovery and development.

Administrative and legal supervision of the consumer market in Ukraine

Administrative and legal supervision of the consumer market in Ukraine

Bank payment cards as the main form of modern monetary relations and basis of money circulation

Introduction. Today, payment cards are a key tool for remote access of money holders to bank accounts and a means of moving funds through the financial sector, and therefore are the main driver of the organization of payment services. This allows to assert that the development of banking operations with payment cards is of fundamental importance for ensuring the smooth functioning of settlement systems, improving the mechanisms of monetary regulation and providing the economy with an adequate amount of means of payment, which decisively depends on the effective organization of money circulation in general. Due to the fact that payment cards are one of the most powerful tools that affect the structure of the country's entire payment circulation, the study of card payment systems and the market of payment instruments at the macro level is becoming increasingly important and relevant. Goal. The purpose of the article is to evaluate the modern role of bank payment cards as the main form of monetary relations, in connection with which there is a need to clarify the main trends in the development of the market of payment instruments. Methodology. General scientific techniques and tools, methods of analysis and synthesis, comparison, consolidation and grouping, scientific abstraction are used. Results. The current trends in the development of the payment system in the context of digitalization of the economy and virtualization of monetary relations, in which payment cards are a key tool for access to bank accounts and a means of moving funds, are analyzed. The role of payment cards as the basis of the modern settlement mechanism, which affects the structure of payment circulation, is considered, and the advantages of payment cards for all participants in settlement transactions are determined. The current trends in the development of the payment card market in Ukraine in terms of the number, volume and structure of card transactions are studied and systematized. The negative trends and problems accompanying transactions with payment cards are analyzed, and the directions of optimization of the settlement mechanism are determined.

Stages of development and methodological approaches of consulting

The article considers the importance of the market of services in the development of the economy, it is determined that the market of services has undergone significant evolutionary changes, having overcome the path from a strict restriction of the set of services to the implementation by the sphere of services of social functions of general public importance. Based on the analysis of the evolution of consulting services, the reasons for the separation of consulting into a separate industry are determined. According to the results of the study, it is determined that consulting is a service of the V2V format, the essence of which is reduced to providing professional recommendations on problematic issues of doing business. The main purpose of consulting is a thorough analysis of the current situation in the company, determining the optimal vector of development and developing effective solutions to improve management efficiency, as well as reduce risks and improve the financial condition of the company. In addition, consulting services, in addition to consulting directly, also provide for the practical implementation of certain technical or organizational tasks. For a better understanding of the essence of the procedure, the article considers the algorithm for providing consulting services. The conditions for contacting the company for consulting services are considered, and the main advantages and disadvantages of using external consultants are determined. The analysis of the features of various organizational and legal forms of a consulting business (sole ownership, partnership and corporation) is carried out, the conditions for the effectiveness of their implementation, as well as the main advantages and disadvantages, are determined. It is determined that the choice of a specific organizational and legal form of consulting business depends on many factors, among which the most significant can be called market and legal conditions. It should also be borne in mind that in the process of development, a consulting company can change the form of doing business. The article considers the peculiarities of the development of the market of consulting services in Ukraine, in particular, it is determined that the whole range of consulting services characteristic of the global consulting industry is represented on the domestic market. At the same time, the consulting market in Ukraine is still not highly developed, which is due to many reasons and primarily difficulties caused by a long pandemic and a full-scale war. According to experts' forecasts during the war and the period of post-war reconstruction in Ukraine, the demand for various consulting services is expected to increase, the most popular will be: legal consulting; advising on crisis management; analysis of geopolitical challenges for business and development of business management strategies; IT c

Теоретичні основи оптимізації логістичних ланцюгів на ринку зерна

The purpose of the study is to study the theoretical basis for the formation and functioning of logistics chains in commodity markets and to model the logistics chain in the grain market in Ukraine. It is determined that the theoretical basis for the formation of logistics chains in commodity markets is the scientific achievements of the theories of world economic thought, in particular, the theories of detailed presentation, both descriptive and normative, are analyzed and structured. It is defined that theories of detailed exposition are theories that describe the cause-and-effect interdependencies of the elements of cooperation; descriptive theories – focus on the development and improvement of the conceptual and categorical apparatus; normative theories are based on the foundations of law. The authors’ own definition of the concept of «logistics chains of commodity markets» is proposed: it is a system of organizations, processes and actions aimed at the effective movement of goods from the manufacturer to the final consumer in the market; this system includes all stages of the supply of goods (production, transportation, storage, marketing, sales and customer service); the logistics chain in the commodity market focuses on meeting the needs of customers and maximizing their satisfaction through the rapid and efficient supply of the necessary goods; the main goal of creating a logistics chain is to provide the highest level of customer service, reduce costs and optimize all processes related to the movement and management of the movement of goods in the market. Based on the analysis of the theoretical basis for the formation and optimization of logistic chains, a scheme of the logistics chain in the grain market of Ukraine has been proposed. It includes 9 stages: from the cultivation of grain crops to distribution and sale either within the national market or on the international market. The number of stages of the logistics chain may vary depending on the hypothesis regarding its formation and further development.

СТРУКТУРА РИНКУ ОРГАНІЧНОЇ ПРОДУКЦІЇ В УКРАЇНІ

The article defines the concepts of «organic products», «organic production», «consumer», and «circulation of organic products». To ensure the efficient and stable development of the organic products market in Ukraine, on 10 July 2018, the Law of Ukraine «On Basic Principles and Requirements for Organic Production, Circulation and Labelling of Organic Products» was adopted. Taking into account that the organic market is a set of socio-economic relations in the field of exchange, which provides the sale of goods, it can be argued that not all issues have been resolved. The market participants of organic products, such as consumers, intermediaries, sales outlets, stakeholders, etc. were left out. The research used general scientific and special methods. The historical method helped to characterise the main stages of development of Organic Standard LLC. Graphical research methods were applied to gain a deeper understanding of the object and subject of the study, to identify their structural elements and to establish the relationship between them. Logical generalisations were used to conclude. It is emphasised that certification is an integral part of the organic market. The history of the formation of the first certification body accredited by NAAU for certification under Ukrainian organic legislation, Organic Standard LLC, is traced, and its services and activities are listed. The active participants of the organic sector in Ukraine being the partners are described as the following, Swiss-Ukrainian Programme «Development of Higher Value Added Trade in the Organic and Dairy Sectors of Ukraine», German-Ukrainian Cooperation in Organic Agriculture Project, USAID Agricultural and Rural Development Programme - AGRO, Public Union «Organic Initiative», OrganicInfo Information Portal, Public Union «Organic Ukraine», Federation of Organic Movement of Ukraine, Association «Berry Growing in Ukraine», etc. The article also identifies the stakeholders of the organic market that are not covered by the Organic Law of Ukraine. To integrate into international trade, it is necessary to build and implement consistent communication with the consumer regarding the advantages and clear differences between organic products and other products, including the peculiarities of production and the history of producers; knowledge of as well as trust in organic certificates; information about the nearest locations of sales outlets.

ОСОБЛИВОСТІ ВИКОРИСТАННЯ ТАРГЕТОВАНОЇ РЕКЛАМИ В ДІЯЛЬНОСТІ ВІТЧИЗНЯНОГО БІЗНЕСУ

The article outlines the general features of using targeted advertising for Ukrainian business. The popularity and relevance of advertising in social networks is substantiated through the prism of the large number of Facebook users, and argumentative factors from prominent practitioners-scientists are provided. The definition of targeted advertising from different people, namely: practitioners, scientists, businessmen was analyzed and a summary statement was presented. According to the Ukrainian Advertising Coalition, it has been determined that the digital advertising market in Ukraine is gradually recovering after the first year of the war and is taking on new forms. A comparative analysis of the advantages of using advertising in social networks has been carried out and the disadvantages that may be present in the work process have been contrasted. The key characteristics of running each level of targeted advertising in Facebook Ads Manager are defined. The work describes the main elements when setting up targeted advertising, namely: audience types, advertising goals, stages of the client's journey through the sales funnel. It has been determined that Ukrainians are quite picky when viewing advertisements, it is difficult to impress them, so the success of targeted advertising requires creative photos, videos and texts that will be unique and will be able to engage customers, regardless of the stage of the sales funnel. A fairly popular way of advertising – promoting posts on Instagram and the advantages of more professional implementation through Meta Business Suite is also analyzed. The importance of a personal and business Facebook page for launching targeted advertising is noted, because Meta algorithms often block suspicious users, so this is an important element in preparation. You also need to be aware of the requirements for what you can advertise and follow to avoid being permanently banned. That is, targeted advertising is a good way to promote business both in the B2C and B2B sphere, as it is close to the user who spends a lot of time on social networks every day, and considering that paid promotion in Tik Tok is prohibited in Ukraine, the target is still the only one way of advertising in social networks.

ФІНАНСОВІ ТЕХНОЛОГІЇ В СИСТЕМІ РОЗВИТКУ БАНКІВСЬКОГО СЕКТОРА

The article is devoted to the role of financial technologies in the development of the banking sector. The article analyzes financial technologies as a driving force for the development of the banking sector, a tool for competition in the financial services market, and a measure of globalization innovations in the financial sector. It is established that the high development of competition in the financial services market in Ukraine leads to the intensification of financial institutions. New methods are recognized and studied to improve the efficiency of functioning, especially through the introduction of financial and information technologies in the field of customer service, the release of new products and services. Financial technologies are used in all functions of the financial sector, from payment to savings, lending, risk management, and advice. Fintech is becoming an integral part of society, and fintech solutions are becoming more and more relevant. The majority of fintech companies come from the United States of America and China, and these two countries were also the home for 8 of the 10 largest fintech companies in the world in January 2024. It is determined that the fintech industry's revenues are increasing annually. The most intensive development is shown in the Asia-Pacific region, and the European fintech industry developing at a slower pace. As of January 2024, the Americas (North America, South America, Central America, and the Caribbean) was the region with the largest number of fintech companies in the world. In 2022, investment activity slowed significantly, particularly in the America, most likely due to the economic decrease caused by the COVID-19 pandemic. It is determined that fintech companies are going to become a key driving force in the development of the Ukrainian financial market in the future, as well as the improvement of the Ukrainian financial system, so their development is supported by the National Bank as the state regulator of the financial sector, and the experience of leading countries shows the inevitability of implementing financial innovations in times of high turbulence in financial markets.

MARKET RESEARCH OF THE DIESEL FUEL MARKET OF UKRAINE

The article conducts marketing research of the diesel fuel market in Ukraine. The main economic indicators of the diesel fuel market for the period of 2014-2023 are analyzed. Six Ukrainian oil refineries that produced diesel fuel before the war are identified, namely: Kremenchuk (PJSC Ukrtatnafta); Lysychansk (PJSC LINIK); Kherson (CJSC Kherson Oil Refinery); Odesa (PJSC LUKOIL-Odesa Oil Refinery); Drohobych (PJSC NPK-Galychyna); Nadvirna (PJSC Neftekhimik Prykarpattya). An in-depth analysis of their performance was carried out, in particular, production indicators and production rates were analyzed. As a result of analytical market research, the top five diesel fuel importers were identified: OKKO, WOG, Ukrnafta, SOCAR, SHELL and analyzed their activities for the period 2019–2023. The trend of price changes for diesel fuel during 2014–2023 was determined, and a forecast of diesel fuel prices for 2024 was made.

ОСОБЛИВОСТІ РЕГУЛЮВАННЯРИНКУПРАЦІУ СІЛЬСЬКОМУ ГОСПОДАРСТВІ УКРАЇНИВУМОВАХВОЄННОГО СТАНУ

Abstract. The article examines the problems of the deterioration of the Ukrainian labor market in rural areas during the implementation of martial law, analyzes the main changes that have taken place in the labor market, develops proposals for improving the state regulation of the labor market and directions for its stabilization.Today, in Ukraine, an important factor is the formation of the national market, based on the economic characteristics of the industry and taking into account the international experience of markets, in particular the labor market in rural areas.The peculiarities of the labor market in rural areas, along with the general ones, give rise to specific problems that require more thorough research and justification of the regulation of thistype of market as a permanent process of managing its functioning in order to ensure the positive evolutionary development of labor relations in various areas of the rural economy.The armed conflict caused the destruction of transport, social, and industrial infrastructure and significantly affected the real sector of the economy. All this slowed down economic activity inthe region and caused certain structural changes in the employment of the population, that is, only increased the variation in the sectoral structure of employment, which is most often associated with the political situation for a certain time.We see that there is a decline in the prestige of some professions and the growth of specialists in the direction of professionally mobile workers. Due to the lack of financial resources, employers are limited in their ability to expand their staff, so the demand is not for the number ofworkers, but for skills and qualifications, which is growing quite quickly.Real successes of effective policies on the labor market can be considered only those for which the costs of their implementation are more effective compared to the costs associated with unemployment. Therefore, estimates of the cost of the programs and the actual reduction in unemployment resulting from such policies are needed.According to the UN, since the beginning of the war, almost 7 million people have left our country, about 4 million Ukrainians have registered for temporary residence in EU countries.The start of the war and the introduction of martial law became the main factor affecting the state of the labor market in Ukraine. The following changes took place in the labor market:1. Competition on the market has increased significantly, due to the migration of the population from the occupied territories to the western and central regions of the country, stricter requirements have been imposed on employers in the selection of personnel, as a result, the workload for one workplace has increased.2. Changes in the structure of the country's labor potential, the number of the unemployed population increases, as a result of the destruction of industrial units or forced shutdown of enterprises during military operations. That is, the rate of migration of the population abroad decreased, 7 million people went abroad (according to UN data), which may lead to a labor shortage in the future.3. We observe the differentiation of the salary level and job offers relative to the regions.That is why the effectiveness of the state regulation of the labor market will largely depend on the interaction of local authorities with employers, business structures, territorial communities, and further research can provide a methodological basis, a mechanism for regulating regional labor markets.With the beginning of the war and the introduction of martial law, the labor market suffered significant losses and, according to the conclusions of many experts, there is no point in counting on the situation to improve.Keywords: labor market, rural area, government regulation, mechanism, martial law.

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.

ФРІЛАНС ЯК ФОРМА ПЛАТФОРМНОЇ ЗАЙНЯТОСТІ

In today's world, the digitalization of the economy and platform business models are becoming increasingly widespread, and platform employment and freelancing are gaining popularity, driven by the growing demand for remote work and flexible working conditions. At the global level, the main catalyst for the growth in popularity of platform employment in general and online freelancing in particular was the Covid-19 pandemic, when employers from many countries introduced remote work. This has led to a rapid increase in demand for freelance services and a revitalization of the freelance market. Since the beginning of the full-scale invasion of russia, the labor market in Ukraine has undergone many changes. Due to the occupation of the territories of Ukraine, the destruction of businesses and infrastructure, a significant number of people lost the opportunity to work at their place of residence, and many businesses, in turn, lost skilled workers who moved to safer cities and regions. In this context, employment through digital labor platforms, in particular online freelancing, is gaining relevance and is seen as a promising area. The article is devoted to the study of the development of online freelancing as a form of platform employment. The structure and key players of the freelance market are analyzed. The main players of freelance platforms are characterized. The forecast size of the global freelance market until 2026 is calculated. The conjuncture of the global freelance market is highlighted and the uneven distribution of supply and demand for freelance services between countries is indicated. It is proved that the United States is the main consumer of freelance services in the global market. At the same time, Ukraine ranks first in Europe in terms of the supply of freelance services, which is due to the high number of highly qualified specialists in the most popular specialties in this employment segment. The main factors contributing to the growth and popularization of this form of platform employment in Ukraine are analyzed. It is concluded that Ukrainian freelancers in the context of the pandemic and during the full-scale invasion of Russia have demonstrated high adaptability and flexibility, maintained and increased demand for online freelance services.

INFLUENCE OF TECHNOLOGICAL MEASURES ON BUCKWHEAT PRODUCTIVITY

Ukraine has favorable climatic and soil conditions for the cultivation of various niche crops, including buckwheat, which is in great demand on the market of Ukraine and other countries. The article provides measures to improve the technology of growing buckwheat with a high level of adaptability for specific growing conditions during the biologicalization of technological measures, the latest research and publications are elaborated; objectively assessed the importance and relevance of research on the issue of controlling weed vegetation during early spring and pre-sowing cultivation and harrowing with light harrows in phase 1-2 buckwheat leaves, which effectively reduce the level of weediness in buckwheat crops at the initial stages of growth and development of cultivated plants, because the sprouts of buckwheat plants are less competitive with weeds; optimization of the main nutrients during the treatment of buckwheat seeds before sowing with microbiological preparations that improve the morphobiological indicators of cultivated plants and subsequently affect the formation of the yield of buckwheat seeds when growing it in the soil and climatic conditions of the Pravoberezhny Forest Steppe. The results of the study of the influence of various preparative forms of processing buckwheat seeds with biological preparations on the formation of the yield of buckwheat seeds of the highly productive domestic variety Antaria were analyzed. It was determined that the use of various methods of processing buckwheat seeds by inoculation and treatment with biostimulants before sowing is an effective technological measure that allows to significantly increase the productivity of buckwheat agrocenoses with the lowest energy costs. As a result of agrotechnical measures, it was noted that early spring and pre-sowing cultivation + harrowing in the phase of 1-2 leaves on crops of Antaria buckwheat significantly led to the death of weeds. In areas where, in addition to agrotechnical measures, inoculation with Diazophyte and biostimulant Biocomplex of BTU was carried out, the number of weeds decreased by 34%, compared to areas where buckwheat seeds were treated with microbiological preparations and early spring and pre-sowing cultivation was carried out. To effectively control weeds in buckwheat agrocenoses, early spring and pre-sowing cultivation + harrowing should be carried out in the phase of 1–2 buckwheat leaves. Before sowing, buckwheat seeds should be treated with the microbiological preparation Diazofit + biostimulant Biocomplex BTU (100 ml. + 150 ml per hectare rate of seeds). These measures will contribute to the reduction of weeds by up to 36% and the possibility of obtaining a yield of buckwheat grain at the level of 1.54 t/ha.

Structure of the plant protection products market in Ukraine in 2017–2018 by manufacturer, object of application and active substance

Structure of the plant protection products market in Ukraine in 2017–2018 by manufacturer, object of application and active substance