Collection of research papers «ECONOMIC STRATEGY AND PROSPECTS OF TRADE AND SERVICES SECTOR DEVELOPMENT»
STRATEGIC INTEGRATED COMMUNICATION MANAGEMENT IN SMALL RETAIL ENTERPRISES DURING WARTIME
The article examines the theoretical and practical foundations of communication management in small retail enterprises during wartime. The relevance of the study is determined by the growing role of communications as a strategic resource for ensuring organizational resilience, adaptability, and competitiveness in an environment of high uncertainty, rapid market transformation, and limited resources. The purpose of the article is to substantiate strategic and integrated approaches to communication management formation and to develop the author's conceptual model for its implementation. The research is based on systemic, process, and strategic approaches, using the methods of scientific generalization, analysis, synthesis, comparison, and structural-logical modeling. The study summarizes contemporary approaches to communication management and identifies its specific features during digital transformation and wartime challenges. The expediency of combining strategic and integrated approaches is substantiated to ensure coordination of internal organizational, external marketing, PR, B2B and crisis communications within a unified communication strategy. Based on the analysis of scientific literature and the operational characteristics of small businesses, the authors propose a strategic and integrated communication management model combining functional communication areas with four implementation stages: strategic, tactical, operational, and analytical. The model ensures a systematic approach to communication management, strengthens stakeholder interaction, improves resource efficiency, and generates a synergistic effect. The scientific novelty lies in integrating strategic and integrated approaches into a unified conceptual model adapted to the operation of small retail enterprises during wartime. The proposed model can be applied to improve communication management systems, strengthen organizational resilience, and enhance the competitiveness of small retail enterprises.
Copyright (c) 2026 Collection of research papers «ECONOMIC STRATEGY AND PROSPECTS OF TRADE AND SERVICES SECTOR DEVELOPMENT»
MODERN CONCEPTS OF STRATEGIC QUALITY MANAGEMENT OF PRODUCTS AND SERVICES IN THE FIELD OF TRADE AND SERVICE
The article explores the theoretical aspects of a systems approach to the quality management of products and services at trade and service enterprises. Modern scientific approaches to the formation of quality management systems are summarized, and the role of digital technologies in improving the efficiency of quality management is identified. Based on scientific research, the process of systemic quality management of products and services at trade and service enterprises is examined, and their development trends are analyzed. It is determined that the implementation of international standards, particularly ISO 9001, contributes to the formation of an effective quality management system and ensures a stable level of service quality. At the same time, the main challenges remain a formal approach to the implementation of quality systems and an insufficient level of process digitalization. The generalized quality model becomes particularly significant in the service sector, where quality largely depends on the human factor, speed of service, communication levels, and individual customer perception. For trade enterprises, it serves as an important tool for ensuring the stability of the assortment, service, logistics, and interaction with consumers. It is argued that a systems approach to the quality management of products and services is an effective tool for increasing the competitiveness of trade and service enterprises. A generalized model of systemic quality management is proposed, which takes into account the interconnection of business processes and customer orientation. Such a model allows for the integration of key components of quality management, ensures the coordination of all enterprise departments, improves resource efficiency, reduces costs, minimizes errors, and contributes to the formation of competitive advantages.
MANAGING A PRODUCT'S MARKET POTENTIAL IN A COMPANY'S MARKETING STRATEGY
Marketing science is evolving rapidly, and the new economic paradigm demands proactive readiness alongside continuous monitoring of product market prospects in light of technological, market, and consumer trends. This article develops theoretical principles and applied tools for assessing product market prospects within enterprise marketing strategy, enabling informed management decisions that support business resilience. Product market prospects are defined as an integral multifactorial characteristic determining a product's potential to achieve and sustain market success in a dynamic environment. This characteristic is formed through five interrelated parameters: uniqueness, exclusivity, innovativeness, relevance of demand, and the degree to which the product meets consumers' functional, emotional, and social needs. A scoring-based toolkit is proposed, incorporating defined indices and interpretation scales to support decisions on product updates, portfolio management, and marketing strategy adjustments. Assessment is recommended periodically – every six months to one year, depending on the product, industry, and demand specifics. This enables early detection of declining market prospects as a leading signal of an approaching crisis. To ensure objectivity, assessment should involve the internal team, target audience representatives, and an external expert capable of providing independent evaluation and actionable recommendations. The article emphasizes the need to establish product market prospects management as a distinct function within enterprise marketing strategy – one that integrates innovative activity, market analytics, and consumer orientation into a unified proactive mechanism for sustaining long-term competitiveness and business resilience.
PARADIGMATIC TRANSFORMATION OF MARKETING RESEARCH SYSTEMS IN THE CONTEXT OF DIGITALISATION
This article examines the paradigmatic consequences of the transformation of the marketing research system in the context of the digital economy. It is important to recognize that modern changes are not only technological in nature, but also mainly methodological. These changes are associated with changes in the logic of understanding the market, the role of data and the functions of marketing research in the business management system. It has been demonstrated that marketing research is evolving from a simple auxiliary tool for collecting information to a complex information and analytical system integrated into the process of making managerial decisions. The research methodology consists of systemic, evolutionary and comparative approaches, content analysis of scientific sources. The periodization of the development of marketing research has been carried out, which allowed us to identify key stages and corresponding methodological shifts. These shifts began with the empirical-statistical stage and ended with an integrated stage driven by artificial intelligence. It has been established that the transformation of the marketing research system occurs through a change in the dominant paradigms: positivist, interpretative, post-positivist and holistic. It is proven that the modern marketing research system is evolving into an integrated analytical framework that combines quantitative, qualitative and digital methods. The prevailing characteristics of the modern era are data-driven analytics, the use of big data, MarTech and AI, as well as the integration of real-time research into business management processes and operational marketing solutions.
AUTOMATION OF CONSUMER FEEDBACK REVIEW BASED ON NATURAL LANGUAGE PROCESSING METHODS
Natural language processing reshapes data analytics, revealing new avenues for comprehending customers and refining strategies, along with easing tasks like sentiment analysis, market segmentation, and targeting. It is crucial to regard data accuracy, data protection, and query handling capability for effective technology deployment. A main challenge is transforming raw data into clear and helpful insights. The solution rests in natural language processing systems and generative artificial intelligence, which allow converting complex data into accessible and relevant insights for implementation. Traditional manual review has long failed to satisfy present enterprise requirements, as it requires significant human resources, rendering the operation notably expensive. Natural language processing presents an answer to this problem by deploying algorithms able to automatically analyse text meanings, identifying the sentiment of statements, and extracting main entities from large data sets. The focus of the study is to build a framework for automatic user feedback analysis grounded on proven methods and models for automatic review assessment using natural language processing tools. The study outcomes can be utilized to construct software solutions that will assist businesses in better understanding customer needs, promptly resolving problems, and improving the quality of their products and services.
UKRAINE’S FINANCIAL REPORTING: COMPLIANCE VS MANAGEMENT
Ukraine's financial reporting framework prioritizes regulatory compliance but fails to meet management information needs. This study reveals systemic limitations – information latency, data aggregation, and poor integration – through sectoral case analysis. Findings demonstrate how current practices constrain decision-making and propose unified reporting systems to balance transparency with operational utility.
ФІНАНСИ, БАНКІВСЬКА СПРАВА, СТРАХУВАННЯ ТА ФОНДОВИЙ РИНОК
FORMATION OF THE INVESTMENT CLIMATE OF UKRAINE AS A PREREQUISITE FOR ITS SUSTAINABLE SOCIAL AND ECONOMIC GROWTH
The purpose of the article is to substantiate the scientific, methodological and practical aspects of the formation of a favorable investment climate in Ukraine as a prerequisite for its sustainable socio-economic growth, to assess the systemic factors influencing the development and perception of the domestic investment climate by business, and to identify key priorities for its improvement for national and foreign investors. The article analyzes the dynamics of foreign direct investment in Ukraine, the volume and structure of sources of financing for domestic capital investments, and assesses the need for investments for the post-war reconstruction of Ukraine. The systemic factors and conditions for the formation of a favorable investment climate in Ukraine as a prerequisite for its sustainable socio-economic growth are identified. The risks and barriers, investment priorities and business expectations regarding the improvement of the investment climate in Ukraine to promote national and foreign investments are substantiated. Despite the war, Ukraine's investment potential, according to experts' forecasts, remains significant. Domestic business in extremely difficult conditions is adapting, developing and actively seeking foreign partners for the recovery and growth of the Ukrainian economy. Important drivers of investment are Ukraine's course towards European integration, visa-free travel, preferences for international trade, deregulation and digitalization of public services, grant and blended financing from EU countries. The investment climate can be considered as an integral economic, political, social and psychological phenomenon, which is formed under the influence of a significant number of determinants, in particular, international, state-political, legislative, financial and economic, market, infrastructure, resource, socio-demographic, information, organizational, environmental, socio-cultural and other prerequisites that determine the investment potential, investment attractiveness, investment activity, investment risks and security of capital investment in the appropriate level of the economic system. The process of creating a favorable investment climate in Ukraine requires a systemic approach, taking into account the influence of exogenous and endogenous factors and conditions, systematic and unsystematic risks, strategic national guidelines, which will allow for the implementation of a targeted state policy to stimulate the inflow of foreign and domestic investments. This will allow identifying key areas for the effective use of capital investments at different levels of the economy: country, region, sector, industry, enterprise. It is important to identify key factors and conditions for the business environment's perception of the investment climate in Ukraine, which include investment risks and barriers, national investment priorities, and expectations of domestic and foreign investors regarding appropriate steps by the state to improve it.
STRUCTURAL AND FUNCTIONAL MODEL OF INTEGRATED ACCOUNTING AND CORPORATE REPORTING OF AN ENTERPRISE
The paper substantiates a structural and functional model of integrated accounting and corporate reporting intended for implementation within an enterprise management information system. The relevance is driven by the convergence of Ukrainian accounting regulation with European requirements for sustainability reporting and assurance, which increases expectations regarding consistency, verifiability, comparability and timely availability of both financial and sustainability disclosures. The purpose is to translate external requirements into internal data rules, calculation procedures and control activities that ensure end to end traceability of indicators from primary business events to final disclosures. The study applies a systems approach, structural logical modelling and comparative analysis of regulatory and standard requirements to define model contours, information artefacts and process interfaces. The proposed model comprises interconnected regulatory, strategy process, data, digital, accounting reporting and control contours. The strategy process contour formalises the linkage between business model, objectives, risks and key indicators, including the documentation of double materiality assessment results, risk registers and responsibility assignment. The data contour specifies a unified glossary, metadata and master data management rules, source system mapping, and a controlled taxonomy for reporting tags; it also defines change management procedures, versioning and approval workflows for indicator methodologies. The digital contour describes integration mechanisms between operational systems, accounting modules and analytics layers, as well as role based access control and segregation of duties for data creation, validation and approval. The accounting-reporting contour aligns accounting entries, management calculations and sustainability metrics through reconciliation points and consolidation procedures, enabling consistent reporting across periods and organizational units. The control contour introduces a control matrix with preventive and detective controls, thresholds, exception handling, and logging requirements.
FEATURES OF ACCOUNTING POLICY FORMATION OF FOREIGN ECONOMIC ENTERPRISES
The article examines the formation of accounting policy at enterprises engaged in foreign economic activity. The relevance of the study is determined by the growing role of international trade, the complexity of currency regulation, customs procedures, export-import documentation and tax administration. It is substantiated that the accounting policy of enterprises operating in foreign markets cannot be limited to general rules of accounting organization, because it must additionally regulate foreign currency transactions, exchange rate differences, customs value, import duties, export VAT, Incoterms conditions, documentary support of international contracts and internal control over settlements with non-residents. The paper systematizes the elements of accounting policy for exporters, importers, logistics operators and enterprises with combined foreign economic operations. A comparative sample of ten Ukrainian enterprises from agribusiness, food production, retail, e-commerce, logistics and metallurgy is proposed. The choice of enterprises is justified by their involvement in export, import, international transportation, foreign currency settlements and supply chains. For logistics operators, international transport documents, service accounting, route control and synchronization of accounting data with logistics systems are of the greatest importance. The study proposes a risk-oriented model of accounting policy formation that integrates methodological, organizational, tax, customs, digital and control components. Particular attention is paid to ERP systems, electronic document flow, currency risk monitoring and the need to harmonize accounting policy with national standards, IFRS and current foreign exchange regulation. This allows us to consider accounting policies not only as internal accounting regulations, but as a tool for managing risks of foreign economic activity. The practical significance of the article lies in the possibility of using the proposed approach for improving accounting organization and internal control of foreign economic operations.
INTELLECTUALIZATION AND AI-ORIENTED TRANSFORMATION OF ACCOUNTING AND ANALYTICAL DATA IN SOCIO-ECONOMIC SYSTEMS OF ENTERPRISES
The article investigates the theoretical and methodological foundations of intellectualization and AI-oriented transformation of accounting and analytical data within socio-economic systems of enterprises. It substantiates the necessity of transitioning from traditional accounting and information management models toward AI-oriented data architectures capable of ensuring the seamless integration, adaptive processing, interpretation, and predictive use of enterprise data. The study emphasizes the strategic role of accounting and analytical data as a cognitive foundation for intelligent systems, highlighting how advanced analytical algorithms, machine learning algorithms, and automated pattern recognition mechanisms enhance the decision-making capabilities of management while simultaneously increasing the transparency, reliability, and predictive value of internal information flows. The research conceptualizes AI-oriented transformation as a multidimensional process that restructures conventional stages of data handling – including collection, processing, aggregation, and analytical reporting – into iterative, self-optimizing cycles that facilitate real-time plan-fact analysis, proactive risk assessment, and anticipatory management of socio-economic processes. Particular attention is given to the synergistic interaction between expert human knowledge and machine learning models, which allows for the development of integrated dashboards and predictive indicators that monitor enterprise performance, forecast demand fluctuations, evaluate financial sustainability, and assess reputational and ESG-related risks. In addition, the article explores the architecture of AI-enabled internal audit modules as critical components of contemporary control systems in enterprises, illustrating how continuous auditing mechanisms, anomaly detection algorithms, and automated compliance checks strengthen internal governance, mitigate operational and financial risks, and enhance strategic oversight. The study also demonstrates the transformative potential of AI in extending the analytical scope of enterprise accounting, enabling the processing of both structured and unstructured data, and supporting iterative refinement of analytical procedures through predictive modeling and scenario analysis.
TOKENS IN INTERNATIONAL TRADE: ACCOUNTING IDENTIFICATION OF DIGITAL ASSETS AND TAX BASE FRAGMENTATION
The article is devoted to the study of the role of tokens and digital assets in the transformation of international trade. An approach to the accounting identification of digital assets and the classification of tokens into those that provide access to services, as well as those that have or do not have economic benefits, is substantiated, which allows reducing the fragmentation of the tax base and enhancing the consistency of accounting and taxation in cross-border transactions.
ECONOMIC REINTEGRATION OF THE LIBERATED TERRITORIES AND STRATEGIC DEVELOPMENT DIRECTIONS OF THE NON-OIL SECTOR
The article examines the development potential of Azerbaijan’s non-oil sector in the liberated territories, with a focus on economic diversification. Using comparative, systematic, and statistical methods, it assesses agriculture, tourism, energy, logistics, and industry. Infrastructure projects, green energy zones, transport development, IDP return, and employment growth contribute to sustainable regional economic development.
ЕКОНОМІКА ТА МІЖНАРОДНІ ЕКОНОМІЧНІ ВІДНОСИНИ
INFRASTRUCTURE RECONSTRUCTION AND ECONOMIC REVITALIZATION IN THE LIBERATED TERRITORIES: STRATEGIC APPROACHES AND PROSPECTS
This article analyzes infrastructure reconstruction and economic revitalization in Azerbaijan’s liberated territories, with a focus on transport, energy, agriculture, investment, and ecological restoration. The study highlights green energy and smart city initiatives as key drivers of sustainable post-conflict development, demonstrating Azerbaijan’s reconstruction model as a significant example of regional recovery and long-term economic sustainability.
ARTIFICIAL INTELLIGENCE IN METHODOLOGY AND ORGANIZATION OF SCIENTIFIC RESEARCHES IN HOTEL AND RESTAURANT BUSINESS
The article provides a comprehensive theoretical and methodological analysis of the role of artificial intelligence in the transformation of the methodology and organization of scientific research in the field of hotel and restaurant business. It is substantiated that in the conditions of digitalization of the economy, growth in data volumes and complexity of the competitive environment, traditional approaches to conducting scientific research need to be reconsidered and modernized. It is determined that the integration of machine learning algorithms, tools for processing large data sets, automated analysis and forecasting systems forms a new digital paradigm of research activities in the field of hotel and restaurant business. The impact of artificial intelligence technologies on the key stages of the scientific process is investigated: the formation of scientific problems, the formulation of hypotheses, the collection and verification of data, analytical processing of information, modeling of enterprise development scenarios and interpretation of results. It is substantiated that the use of artificial intelligence allows to increase the accuracy of economic forecasts, reduce the level of subjectivity during the processing of empirical data, optimize time and resource costs, and ensure the scalability of analytical procedures. Particular attention is paid to the organizational aspects of the digitalization of scientific research, in particular the use of integrated information systems, analytical platforms, cloud services and tools for automated visualization of results. The author's structural model of the integration of artificial intelligence into the scientific research system is proposed. The transformation of the role of the researcher is proven and the risks of using algorithmic technologies are outlined.
INSTITUTIONAL FRAMEWORK FOR SME TRANSFORMATION IN THE CONTEXT OF DIGITALISATION
The article examines institutional mechanisms for ensuring the structural transformation of small and medium-sized enterprises in the trade and services sector under the conditions of economic digitalization. The role of digital technologies in the transformation of the entrepreneurial sector is substantiated, and the key directions for modernizing the institutional environment for the development of small and medium-sized enterprises are identified. The impact of digitalization on structural changes in the trade and services sector is analyzed, in particular the development of e-commerce, digital platforms, online services, and platform-based business models. The study systematizes the key institutional barriers to the development of small and medium-sized enterprises in Ukraine and conducts a comparative analysis of European practices supporting the digital transformation of the entrepreneurial sector. It is proved that the effectiveness of structural and institutional transformation largely depends on the quality of the regulatory environment, the level of digital infrastructure development, the availability of financial resources, digital competencies, and the adaptability of public policy. A conceptual model of institutional support for the structural transformation of the small and medium-sized enterprise sector under the conditions of economic digitalization is proposed, and directions for improving public support mechanisms for entrepreneurship in accordance with European practices are substantiated.
structural and institutional transformation
MODELS OF ENTERPRISE PLATFORM STRATEGY IMPLEMENTATION
The article is devoted to the study of identifying the model for implementing an enterprise’s platform strategy in the digital economy. With the aim of determining the characteristics required to identify the model of platform strategy implementation, the study analyzes the features of companies’ presence on digital platforms and their practices of using digital tools. As a result, criteria and indicators for identifying the model of platform strategy implementation by an enterprise in the digital economy are defined. The study was conducted using comparative case analysis, within which open-source information on the platform activity of Ukrainian companies ORNER, Dodo Socks, Enjoy The Wood, UGEARS, Kachorovska, and Lviv Croissants was analyzed. The information base of the study included official company websites, digital communication channels, and data on the use of marketplaces, social networks, mobile applications, crowdfunding platforms, and partnership programs. Based on the results of the study, a system of criteria and indicators for identifying models of enterprise platform strategy implementation is proposed. The key criteria include: the enterprise’s presence on digital platforms, the functional use of platforms, the level of partnership interaction on platforms, and the degree of platform integration into the business model. Within these criteria, indicators are defined, the application of which makes it possible to identify the type of platform strategy implementation by an enterprise. Based on the combination of indicators within these criteria, models of enterprise behavior in implementing a platform strategy are distinguished. The practical significance of the study lies in the possibility of using the proposed criteria and indicators to diagnose the implementation of a platform strategy and, on this basis, to substantiate measures for the digital development of an enterprise.
TRANSFORMATION OF UKRAINE’S AGRO-INDUSTRIAL COMPLEX UNDER CONDITIONS OF WARTIME UNCERTAINTY
The article examines the specific features of the functioning of the agro-industrial complex of Ukraine under conditions of wartime uncertainty and determines the role of transformational processes in logistics and digitalization in ensuring the efficiency of food systems. The relevance of the topic is determined by increasing risks for agricultural production, disruptions of logistics chains, destruction of transport infrastructure, and the need to adapt the agricultural sector to new socio-economic conditions. Under such circumstances, the search for innovative mechanisms to improve the efficiency of agricultural resource management and ensure the stability of food systems becomes particularly important. The purpose of the study is to substantiate the role of digital transformation and logistics innovations as key instruments for improving the efficiency of the agro-industrial complex of Ukraine, forming resilient food supply chains, and ensuring national food security. In the course of the research, general scientific and special methods were used, including the systemic approach, analysis and synthesis, economic and statistical analysis, comparative analysis, as well as the generalization of scientific publications and statistical data from international organizations. The results of the study demonstrate that the digitalization of the agricultural sector creates new opportunities for increasing the efficiency of the use of land, material, and energy resources. The use of precision farming technologies, geographic information systems, agricultural drones, Internet of Things-based monitoring systems, and big data analytics allows the optimization of production processes, increases agricultural productivity, and reduces resource consumption. At the same time, digital logistics management platforms and electronic trading platforms contribute to the formation of more transparent and efficient supply chains for agricultural products, expand producers’ access to domestic and international markets, and reduce transaction costs. It is proven that the development of digital infrastructure and the implementation of innovative technologies in the agricultural sector contribute to the formation of more resilient agri-food systems capable of functioning effectively under conditions of economic and wartime instability. Digitalization of logistics processes enables real-time monitoring of product movement, optimization of transport routes, improvement of supply chain transparency, and reduction of food losses during transportation and storage. The study also confirms that the digital transformation of the agro-industrial complex plays an important role in ensuring food security, as it contributes to increasing the stability of production, improving the efficiency of food resource distribution, and enhancing the accessibility of food products for the population. Furthermore, the introduction of digital technologies corresponds to the principles of sustainable development, as it promotes rational use of natural resources, reduces environmental pressure on agricultural ecosystems, and increases the energy efficiency of production processes. The practical significance of the obtained results lies in identifying promising directions for the digital transformation of the agro-industrial complex of Ukraine, which will contribute to increasing the competitiveness of the agricultural sector, strengthening food security, and forming resilient agri-food systems in the context of implementing the concept of sustainable development. The scientific novelty of the research lies in the comprehensive substantiation of the interconnection between the digital transformation of the agricultural sector, the development of logistics systems, and the provision of food security in Ukraine under conditions of wartime and economic uncertainty.
EVALUATING THE EFFECTIVENESS OF DIGITAL TRANSFORMATION IN ENTERPRISE BUSINESS MODELS
The study is devoted to a comprehensive analysis of the economic efficiency of digital technologies implementation in the enterprise business model in the context of intensifying digital transformation of the economy. The relevance of the study is determined by the dichotomy between the growing volumes of investments in digital technologies and the absence of unified methodological approaches to assessing their economic efficiency, which complicates investment decision-making processes at enterprises. The theoretical and conceptual framework of the study is based on the integration of business model transformation theory, resource-based view of the firm, diffusion of innovations theory, and the concept of dynamic capabilities. This interdisciplinary approach allows considering the economic efficiency of digital technologies implementation as a multidimensional phenomenon encompassing the transformation of value proposition, reconfiguration of the resource base, and modification of organizational routines of the enterprise. The author proposes an integral indicator of economic efficiency of digital transformation of the business model, which includes: the coefficient of operational cost reduction, labor productivity index, customer base expansion coefficient, innovative diversification index, and digital maturity coefficient of business processes. The methodological architecture of the study is based on the application of complementary analytical tools for comprehensive assessment of digital transformation effectiveness. Based on the analysis of scientific literature and existing business practices, key determinants of economic efficiency of digital transformation are identified, including the level of digital competence of personnel, quality of change management, degree of integration of digital solutions, and alignment of digital strategy with overall business strategy. A four-stage structural-logical model of digital technologies implementation in the enterprise business model has been developed, which ensures a systematic phased approach to digitalization. The developed methodological approach to assessing the economic efficiency of digital technologies implementation in the enterprise business model has significant practical implications. The proposed toolkit enables justified selection of digital technologies for implementation, multi-dimensional analysis of alternative digital investments, optimization of the sequence of digital solutions implementation, identification and minimization of risks associated with digital transformation, and development of a balanced system of key performance indicators. The study formulated conceptual conclusions regarding the economic efficiency of digital technologies implementation in the enterprise business model and identified promising directions for further research in the field of digital transformation economics.
STRATEGIC MANAGEMENT OF DIGITAL GROWTH IN ENTERPRISES
The modern stage of the global economy development is characterized by unprecedented intensity of digital transformation, fundamentally changing competitive landscapes, business models, and value creation mechanisms. In conditions of increasing global turbulence caused by pandemic challenges, geopolitical conflicts, and macroeconomic instability, the ability to effectively manage digital growth becomes a critical determinant of organizational survival and long-term competitiveness. This study addresses the problematic of strategic management of enterprise digital growth in conditions of market turbulence through development of an integrated conceptual model. The theoretical foundation of the proposed concept is based on synthesis of dynamic capabilities theory with digital business strategy theory by Bharadwaj A. and colleagues. This integration creates a holistic analytical framework explaining how organizations can systematically develop and maintain competitive advantages in conditions of digital turbulence. Dynamic capabilities in the context of digital transformation manifest through three interconnected categories: sensing capability (systematic scanning of technological horizon), seizing capability (rapid experimentation and scaling), and transforming capability (reconfiguration of organizational assets). The concept proposes viewing digital growth as a multidimensional process systematically integrating four interconnected dimensions: technological (integration of advanced digital technologies), organizational (transformation of management structures and processes), strategic (fundamental rethinking of business models), and cultural (formation of digital mindset and innovation culture). This multidimensional approach overcomes the fragmentary nature of existing models focusing predominantly on technological aspects. The integrated model of strategic management of digital growth consists of five interconnected levels: strategic goal-setting and positioning (long-term vision formation), architectural design (technological, organizational, and information architecture), portfolio management of initiatives (balanced portfolio of incremental, transformational, and experimental projects), operational implementation (agile teams and rapid scaling), and monitoring and adaptation (comprehensive metrics system and strategy adjustment). Each level of the model is based on corresponding theoretical concepts and empirical research ensuring theoretical validity and practical applicability. Human capital management constitutes a cross-cutting element of the concept penetrating all model levels. A three-level model of digital competencies development (basic, functional, strategic) and three-aspect model of digital culture formation (data-driven mindset, experimentation culture, collaboration culture) are proposed. Strategic management of digital growth in conditions of extreme turbulence requires specific approaches including adaptive strategic planning, strategic ambidexterity, and development of digital resilience. Integrated risk management encompasses four risk categories: technological, organizational, strategic, and regulatory.
TYPOLOGY OF ENTERPRISE DIGITAL TRANSFORMATION STRATEGIES IN THE CONTEXT OF RISK RESILIENCE MANAGEMENT
In the rapidly evolving landscape of Industry 4.0 and 5.0, digital transformation has shifted from being a competitive advantage to a fundamental imperative for business survival. However, empirical evidence suggests a growing "digital vulnerability paradox," where accelerated technological adoption without a corresponding evolution in risk management systems leads to operational fragility rather than efficiency. Consequently, this paper addresses the critical scientific and practical problem of justifying a typology of digital transformation strategies through the lens of risk resilience management. The study employs a structural-logical approach to synthesize two key dimensions: the intensity of digital innovation and the depth of risk resilience integration. By analyzing the differentiation of strategies, the authors propose a multi-dimensional matrix that correlates organizational architecture levels with functional domain coverage. Based on this framework, the research identifies and characterizes four distinct strategic archetypes of digital transformation. The "Defensive Strategy" focuses on maintaining current positions and protecting assets through isolated risk management practices, primarily located within IT departments. The "Adaptive Strategy" is characterized by flexible, iterative implementation of changes with cross-functional coordination, allowing for tactical adjustments. The "Proactive Strategy" utilizes "predictive intelligence" to identify threats early and convert them into strategic insights. Finally, the "Transformational Strategy" represents the highest level of maturity, where risk resilience acts as a driver for value creation, involving a fundamental rethinking of the business model. A significant theoretical contribution of the study is the conceptualization of risk resilience levels – ranging from operational and fragmented to strategic and systemic. The authors argue that high-level strategies require the formation of specialized dynamic capabilities, such as an adaptive response architecture and strategic transformation ability. Furthermore, the paper introduces the Digital Value Resilience Ratio (VRR), a mathematical formalization designed to measure the relationship between preserved value and newly created value relative to the initial value at risk. This metric quantitatively validates the shift from a risk-avoidance paradigm to one of risk-based value generation. The study concludes that successful digital transformation requires a holistic integration of risk resilience mechanisms into the corporate DNA, where moving from a Defensive to a Transformational strategy necessitates an organizational evolution where risk management ceases to be a control function and becomes a strategic resource for navigating uncertainty.
Copyright (c) 2025 Collection of research papers «ECONOMIC STRATEGY AND PROSPECTS OF TRADE AND SERVICES SECTOR DEVELOPMENT»
OPEN INNOVATION CONCEPT: IMPLEMENTATION IN FOOD INDUSTRY ENTERPRISES
The article examines the specific features of implementing the open innovation concept in Ukrainian food industry enterprises. Given the growing role of innovation-driven interaction and inter-firm cooperation in ensuring competitiveness, an assessment was conducted of the activity level of food industry enterprises in adhering to the principles of open innovation. The study compares the indicators of innovation activity in the food industry with similar indicators of innovation-active enterprises across the economy and by types of economic activity. For a comprehensive evaluation, indicators were calculated that reflect the scale of open innovation adoption, the share of employees involved in innovation activities, labour productivity levels, and the volume of sold products. The analytical basis of the study was formed using data from the State Statistics Service of Ukraine. The results of the comparative analysis indicate that food industry enterprises demonstrate a relatively high level of inter-firm cooperation and are active users of external sources of knowledge, technologies, and partnership-based interactions. Compared to an average innovation-active enterprise and firms from other sectors, the food industry is characterised by broader application of open innovation principles. At the same time, it was found that the share of employees engaged in innovation activities, as well as labour productivity in innovation-active food enterprises, is lower than in more technologically intensive industries. The findings highlight the presence of structural constraints in the development of the innovation potential of food enterprises and underscore the need to modernise production processes, strengthen human resource capacity, and enhance institutional support to foster sustainable open innovation models.
BRAND MANAGEMENT AND MARKETING PROMOTION OF HIGHER EDUCATIONAL INSTITUTIONS
The higher education system of Ukraine is facing unprecedented challenges. In the regions close to military operations, particularly in Kharkiv, higher education is at risk of losing its student body, scientific and pedagogical potential, as well as its material and technical base. Thanks to digital technologies, institutions in these regions have switched to online learning and continue to operate. However, to develop further, they require additional competitive advantages and increased attractiveness. Under these conditions, the university brand becomes a strategic asset that significantly affects competitiveness. Therefore, effective brand management is necessary to enhance recognition, improve attractiveness for all stakeholders, and adapt to current challenges. The purpose of this article is to develop theoretical foundations and practical recommendations for brand management and the marketing promotion of higher education institutions. Given the specifics of educational services and stakeholder relations, the multidimensional nature of a university brand is highlighted. It manifests itself in three aspects: orientation toward several target audiences; promotion of diverse products; and implementation of educational, scientific, commercial, non-commercial, managerial, and marketing activities. A model of the university branding process is proposed, which includes the following stages: brand building, materialization, implementation, promotion, and interaction. These stages reflect the logic and sequence of practical actions: forming a value proposition; defining meanings and attributes; and communicating information while interacting with target audiences. The uniqueness of the value proposition is emphasized as a key factor in the success and development of higher education institutions. It is determined by the ability to combine relevant educational programs, innovative teaching methods, modern technologies, updated infrastructure, strong scientific and pedagogical potential, and research achievements – and to promote all this under a single strong idea. The importance of adapting the brand of a higher education institution to a changing environment is substantiated; thus, brand management is proposed as the final stage. Its task is to ensure competitiveness, responsiveness to challenges, and long-term sustainability by regularly updating and strengthening all brand components. General practical recommendations are provided in the context of creating a holistic image, developing a communication strategy, and building partnerships. In addition, specific recommendations for brand management are proposed, depending on the location of the institution and the level of risk it faces.
THEORETICAL AND PRACTICAL ASPECTS OF MANAGEMENT OF FINANCIAL SUPPORT OF BUSINESS ENTITIES
Financial support is a prerequisite and determining factor for the creation, existence, prospects, and directions of development of socio-economic systems at various levels. Scientists are trying to solve the following problems: the essence of financial support as an economic category; its manifestation at various levels of the economy; the components of this system (methods, forms, principles, levers of influence, and control instruments); differences and interrelationships with financing, financial mechanisms, financial relations, financial regulation, financial security, and more. Our systematization of scientific approaches revealed: the predominant use of systemic, process-based, and comprehensive approaches; insufficient or flawed reasoning by researchers; results acceptable for creating a financial support management system. The concept of financial support for business entities (their projects, areas and types of activity, innovative development, crisis management, competitiveness, viability, etc.) consists of a system of principles, goals, subjects, objects, methods, and channels of creation. They are oriented toward certain levels of economic relations and the corresponding financial mechanism for achieving the declared goals. The practical aspects of financial management are closely linked to the state and prospects of national entrepreneurship. The investment climate in the country has been deteriorating recently, as confirmed by businesses and the international community. This is due to military actions, economic destruction, and imperfect actions by the state. Investment lending is being hampered by: the NBU's high discount rate; risks associated with solvent borrowers; a large share of non-performing loans; and the predominance of short-term deposits. The main investment tool for domestic enterprises has been and remains their own funds (equity capital, profits, depreciation, additional contributions from founders/owners). The reasons for insufficient bank financing are the following: high interest rates; collateral requirements; complex procedures for formalizing agreements; lack of certain financial products; poor credit history or advanced age of the borrower-entrepreneur; operations in frontline territory; insufficient awareness of existing opportunities on the part of the entrepreneur. The activities of government organizations to remove these obstacles and the state of national budget support have been analyzed. A truly effective financial management system is impossible without: the introduction of European standards and norms; harmonization with European legislation; broad access to international assistance without special state support; improving the financial literacy of entrepreneurs; stimulating the introduction of factoring, leasing, crowdfunding, and microfinance, as well as state and private guarantee programs; and strengthening financial transparency requirements.
APPLICATION OF ARTIFICIAL INTELLIGENCE IN AUTOMATED FINANCIAL RISK MANAGEMENT SYSTEMS
The article is aimed at studying the use of artificial intelligence in automated financial risk management systems to improve the accuracy, efficiency, and effectiveness of managerial decision-making in the financial sector. The study consists in a comprehensive study of the theoretical and methodological foundations of the use of artificial intelligence in management systems, analysis of modern approaches to the classification and assessment of financial risks using machine learning algorithms, formation of the architecture of the decision support system based on forecasting models, as well as evaluation of the effectiveness of the built models based on the results of simulation modelling. Within the framework of the study, a model predicting the credit risk of bank customers has been developed, which allows assessing solvency based on historical data and modern machine learning methods. The research method is modelling using machine learning tools, including neural networks and ensemble learning techniques, as well as data analysis using platforms to visualise results and evaluate the performance of models. Particular attention is paid to data preparation, selection of appropriate features, evaluation of model accuracy, and construction of interpreted visualisations such as SHAP graphs, ROC curves, etc. The result of the study was the creation of an effective model for predicting credit risk, which demonstrates a sufficiently high level of classification accuracy and the ability to adapt to changes in input conditions.
FINANCIAL SECURITY AS A KEY POINT OF VIEW IN BUILDING A MODERN FINANCIAL ARCHITECTURE
The purpose of the article is to substantiate the influence of a multi-vector complex of external and internal factors on the financial security of an enterprise, to identify key elements of the formation of a reliable mechanism and to characterize the constituent determinants of the system of ensuring the financial security of business entities as a key reference point for the development of modern financial architecture. Financial security can be characterized as a certain level of independence, stability, and stability of the development of internal and external financial and economic systems, their ability to adapt in conditions of uncertainty and the impact of risks, the ability to ensure effective current functioning and prospective economic growth of business entities, taking into account the multi-vector influence of exogenous and endogenous factors. The level of financial security directly affects the level of financial condition of enterprises, determines the effectiveness of their financial and economic activities, therefore, special attention is required to study the complex of factors that affect the level of financial security, thanks to which it is possible to develop effective and justified management decisions. For successful and stable development in the long term, in order to protect, prevent and neutralize the effects of adverse and threatening factors, economic entities must systematically carry out a thorough analysis and forecast of the impact of exogenous and endogenous factors on the level of internal and external financial security. Financial security is an integral part and an important element of the formation of modern financial architecture, the purpose of which is to build an effective system to ensure a sufficient level of protection of the enterprise from the impact of internal and external threats. The article identifies and characterizes the key determinants of an effective system for ensuring the financial security of business entities, aimed at its formation, strengthening and further development: financial resources management subsystem; financial status and financial results management subsystem; financial, economic and investment and innovation potential management subsystem; market and specific risk management subsystem. The key guidelines for the formation of a reliable system for ensuring the financial security of Ukrainian enterprises in the conditions of war and post-war recovery of the national economy are identified. The development of an effective system of financial security of an enterprise as a key guideline in the concept of developing a modern financial architecture depends on a comprehensive approach that combines strategic planning and management, tactical and operational measures to respond to changes in the external and internal environments, monitoring and control of the effectiveness of the functioning of the constituent determinants of the security system, substantiation of alternatives and adjustment of management decisions, proactive response to risks and threats in conditions of uncertainty.
PRACTICAL ASPECTS OF REGULATING ACCOUNTING AND AUDITING OF RENT IN ACCORDANCE WITH NATIONAL AND INTERNATIONAL STANDARDS
The article is devoted to the study of the issues of organising accounting and auditing of lease transactions by a lessee, based on the analysis of the requirements of international financial reporting standards and national accounting regulations (standards). The paper analyses the key differences between the national and international standards. The criteria applying IFRS 16 to the lease agreement are analysed, and examples of situations in which the concluded agreement does not correspond to the concept of "lease" under IFRS are given. It is proposed to develop an internal policy for determining the lease term, the grounds for revising the term, sources of information at the enterprise, and the criteria for determining the lease term in accounting policies. The analysis of the right to early termination of the contract showed that in IFRS 16, the concept of materiality remains unclear and requires further clarification; therefore, it is proposed to fix specific criteria in the standard itself that determine the level of high costs or penalties. The main innovation of IFRS 16 is the introduction of a single model that requires lessees to recognize the “right to use an asset” and the associated “lease liability” on the balance sheet. The authors have formed a conceptual Single Model for Accounting for Leases by Lessees. In practice, information from the NBU statistics is most often taken to discount lease payments, so the authors propose to record in the accounting policy which NBU rate is used and for what period. A general model for assessing the lease liability and the right-of-use asset has been formed. The authors have identified audit procedures that are appropriate to perform in the process of auditing lease transactions by lessees, which are a real embodiment of the application of relevant methods and techniques, a certain sequence of which forms the verification methodology.
APPLICATION OF ARTIFICIAL INTELLIGENCE IN FORECASTING RIGHT-TAIL VAR FOR INTEREST RATE RISK MANAGEMENT
The study addresses the problem of forecasting the right-tail Value at Risk (VaR) of short-term interest rates in Ukraine during a period of heightened financial market volatility from January 3, 2020, to February 23, 2022, encompassing pre-crisis stability, the COVID-19 pandemic shock, and the initial phase of geopolitical escalation. Under conditions of financial uncertainty, the application of formalized quantitative risk assessment methods capable of capturing extreme interest rate losses and ensuring forecast stability becomes necessary. The objective of the research is to demonstrate the effectiveness of a hybrid approach to right-tail VaR estimation through the integration of classical econometric models (Historical Simulation, GJR-GARCH), machine learning algorithms (XGBoost), and long short-term memory (LSTM) recurrent neural networks into an ensemble structure. The dataset comprised daily interest rates on loans to corporate clients, published by the National Bank of Ukraine, with preliminary processing including logarithmic transformation, stationarity verification using the augmented Dickey-Fuller test, and heteroskedasticity assessment via the ARCH-LM test. Classical VaR methods showed adequacy during stable periods but exhibited inertia during sharp volatility changes, whereas GJR-GARCH provided more precise tail-risk assessment accounting for distribution asymmetry. Machine learning models XGBoost and LSTM captured nonlinear dependencies and complex temporal patterns, enhancing forecast adaptability to structural market shifts. The ensemble, formed as a linear combination of base model forecasts with weights inversely proportional to NRMSE, achieved the lowest breach rate (0.87%), minimal residual volatility (σ = 0.007), and high consistency of forecasts with actual log-returns. The scientific novelty lies in developing an integrated methodology for forecasting right-tail VaR in the Ukrainian short-term credit market characterized by high volatility, while practical significance is reflected in its applicability for implementation in bank risk management systems and corporate finance departments for effective interest rate risk management in post-crisis and conflict-affected environments. The proposed hybrid approach minimizes forecast errors, stabilizes VaR dynamics, and provides a balance between accuracy, stability, and risk assessment adaptability.
THEORETICAL AND METHODOLOGICAL BASIS FOR FORMING ACCOUNTING INFORMATION ON BANK CREDIT OPERATIONS
The article examines the theoretical and methodological foundations of forming accounting information on bank credit operations within the framework of modern digital transformation processes in the financial sector. The study emphasizes the importance of developing an integrated accounting architecture that ensures the reliability, consistency, and analytical depth of credit-related data throughout the entire credit life cycle – from issuance to repayment or recognition as uncollectible. The proposed architectonics of accounting information arrangement provides a structured approach to recording, classifying, and analysing credit operations, which enhances the transparency of financial reporting and supports effective decision-making by banking institutions. This substantiates the need to integrate analytical modules into accounting systems to automate data processing and enable real-time monitoring of credit portfolios. Particular attention is paid to the harmonization of national accounting practices with international financial reporting standards (IFRS), that promote comparability, accuracy, and compliance in credit risk assessment. The implementation of digital visualization tools for credit flows is proposed as a means of improving reporting transparency, analytical efficiency, and stakeholder confidence. The study highlights the role of modern information technologies in the optimization of accounting processes and risk management in banking. It is argued that the formation of accounting information should be based on the principles of continuity, transparency, and analytical integrity, which are essential for ensuring the stability and credibility of the banking system. The results of the study can be used to develop methodological recommendations and digital tools aimed at improving the quality, reliability, and analytical potential of accounting information on credit operations in banks.
ANALYSIS OF THE CURRENT STATE AND PROSPECTS OF HOTEL INDUSTRY DEVELOPMENT IN KHARKIV
The article conducts a comprehensive study of the current state and prospects of development of the hotel industry in Kharkiv in the context of the ongoing socio-economic and security challenges caused by the war in Ukraine. The authors analyze in detail the main changes that have occurred in the structure of the hotel market of the city, in particular, the reduction in the number of operating hotels, the transformation of the customer profile and the reorientation of hotel establishments to the needs of internally displaced persons, volunteers and the military. Based on data from online resources, a quantitative analysis of the types and level of service in Kharkiv hotels was carried out, the main indicators of quality, advantages and disadvantages of hotel services were determined. A separate section presents a comparative description of five Kharkiv hotels of different levels, which allows us to assess the overall level of adaptation of the industry to wartime conditions. The authors emphasize the importance of strategic planning for the further development of the hotel business in the region, in particular through attracting investment, developing domestic tourism, supporting international partnerships and reforming the security policy in the hospitality sector. The work has a practical orientation and can be useful for representatives of the tourism business, analysts, investors and local authorities in the formation of policies for the restoration and development of the tourist infrastructure of the city. The article also emphasizes the importance of using crisis conditions as an opportunity to modernize the hotel service, improve business models and actively form new formats of interaction with customers in the post-war recovery of the Ukrainian economy.
ASSESSMENT OF THE PRICE FACTOR IMPACT ON THE FOREIGN TRADE INCOME CHANGE
Foreign trade in base metals is an important part of the development of the economy of Ukraine. The products of the metallurgical industry are in demand on the world market, and their export ensures the formation of a significant part of foreign trade revenues. The purpose of the article is a quantitative analysis of the impact of the price factor on changes in foreign trade revenues of the leading group of Ukrainian export goods – base metals. This goal is defined in the hypothesis that the price factor has a significant impact on the volume of trade revenues in foreign economic activity. The methodological basis of the study is the determination of price "terms of trade" based on price indices, as well as the use of the index method to assess the impact of the price factor on trade profit (loss). A number of trends in the development of Ukraine's foreign trade have been identified, in particular, the rapid growth of the negative balance in the main groups of commodity exports and the predominance of the growth rates of import prices compared to the growth rates of exports. Based on the calculations, it was established that in 2023 trade loss from trade in base metals amounted to 390.8 million USD, and in 2024 – 386.4 million USD, respectively. It is proved that the trade loss in the base metals group was largely due to the influence of the price factor in the ferrous metals group. In 2023, the trade loss in trade in ferrous metals amounted to 386.0 million USD, which is 98.7% of the total trade loss in the base metals group. In 2024, the trade loss in the commodity subgroup "ferrous metal products" amounted to 183.7 million USD, or 98.4% of the total trade loss. The calculation of trade losses made it possible to outline the scale of losses to the Ukrainian economy from the deterioration of the "terms of trade." The study made it possible to identify the prospects of the studied goods in foreign trade from the point of view of state regulation of the development of the national economy.