ISSN 2786-7870 ISSN 2786-7889 (online) UDC 33 Published since January 2021 Publisher: Khmelnytskyi National University (Ukraine) Frequency: 4 times a year Manuscript languages: mixed languages: Ukrainian, English Editors: Nataliia HAVLOVSKA (Khmelnytskyi, Ukraine) Certificate of state registration of print media: Series KB № 25387-15327Р (17.01.2023). Registration: stage of application for category "B". License Terms: Authors retain the copyright and grant the journal the right of first publication along with a work that is simultaneously licensed under a Creative Commons Attribution International CC-BY license, allowing others to share work with proof of authorship and initial publication in that journal. Open Access Statement: "Development Service Industry Management" provides immediate open access to its content on the principle that providing free access to research for the public supports a greater global exchange of knowledge. Full-text access to the scientific articles of the journal is presented on the official website in the Archives section. Address: Scientific journal "Development Service Industry Management", Khmelnytsky National University, st. 11, Khmelnytsky, 29016, Ukraine. Tel .: +380673817986 е-mail: dsim@khmnu.edu.ua web-site: https://dsim.khmnu.edu.ua
Khmelhitskyi National University (Ukraine)
METHODOLOGICAL APPROACHES TO ENSURING THE ECONOMIC SECURITY OF AN ENTERPRISE THROUGH INNOVATION AND INVESTMENT MECHANISMS
The article considers the main methodological approaches to ensuring the economic security of an enterprise through the implementation of innovation and investment mechanisms. Particular attention is paid to the analysis of modern trends in the field of economic security, determining the role of innovation and investment processes in maintaining the stability of an enterprise and recommendations for increasing economic stability, competitiveness of enterprises and minimizing risks that may arise in the context of globalization and instability of market conditions. An innovative and investment mechanism for ensuring the economic security of an enterprise has been developed, which includes a set of means, methods, tools and procedures necessary for designing its elements in the context of implementing innovative products or new production processes using investment resources. As a result of its implementation, it is expected to form an effective system of elements capable of ensuring a stable level of economic security of the enterprise. At the same time, although the methods and tools of this subsystem remain unchanged, their order of interaction, functional purpose and management mechanisms undergo transformations. To achieve the effectiveness of the development of an effective innovation and investment mechanism, it was proposed to use components that allow not only to analyze the current state of the enterprise's economic security, but also to predict changes in the indicators of the innovation and investment components based on the data obtained. The components of the mechanism for ensuring the economic security of the enterprise represent a closed-loop system. This means that its functioning is carried out continuously and in a mode of constant monitoring, adapting to the changing conditions of the external and internal environment. Thanks to this closed system, all stages of ensuring economic security - from forecasting threats to their prevention and minimization - are not just interconnected, but also self-supporting through constant feedback to new challenges and changes. This approach makes it possible to provide more accurate forecasting and the optimal ratio of innovation and investment costs in the context of ensuring economic security, and also allows for timely adjustments to strategic decisions in the event of new threats or opportunities. A detailed distinction was made between the components of such a mechanism that ensures the economic security of the enterprise.
Copyright (c) 2025 Віталій БАКАЙ, Олександр ПИЛИПЯК https://creativecommons.org/licenses/by/4.0
PRODUCT QUALITY CONTROL AS A KEY FACTOR FOR THE SUCCESS OF THE RESTAURANT BUSINESS
The article examines product quality control as a key factor in the success of the restaurant business in conditions of high competition. It is substantiated that an effective quality control system directly affects the safety of food products, the stability of the taste characteristics of dishes and the level of consumer trust. The main stages of product quality formation are considered - from the selection and supply of raw materials to the preparation, storage and serving of finished dishes. The role of proper procurement planning and compliance with optimal product storage conditions is analyzed. Special attention is paid to temperature regimes, labeling, the FIFO principle and the prevention of cross-contamination. The value of technological charts as a tool for standardizing production processes and ensuring stable quality of dishes is determined. The impact of compliance with technological cooking regimes on the taste properties and safety of products is characterized. The essence of organoleptic evaluation as an effective method of quality control of finished dishes is revealed. The main methods of sensory analysis are described, in particular, tasting, visual assessment and aroma analysis. Attention is focused on the importance of systematic use of the results of organoleptic evaluation in improving the menu. The role of sanitary and hygienic standards in ensuring product quality and safety is analyzed. The importance of personal hygiene of personnel and cleanliness of production premises is determined. It is shown that compliance with hygiene requirements is a component of the professional culture of a restaurant establishment. The importance of feedback from guests as a tool for quality control and improvement is investigated. The main methods of collecting and analyzing consumer feedback are considered. The impact of working with feedback on increasing the level of service and customer loyalty is substantiated. It is proven that a systematic approach to quality control contributes to the optimization of production processes and the reduction of financial losses. The relationship between product quality, the image of the establishment and its competitiveness is shown. It is generalized that quality control is a strategic tool for managing the restaurant business.
Copyright (c) 2025 Наталія ПРИЛЕПА, Тетяна ТОМАЛЯ https://creativecommons.org/licenses/by/4.0
MECHANISM OF FORMING THE COMPETITIVENESS OF ENTERPRISES OF THE AIC IN THE CONDITIONS OF EXPORT-ORIENTED DEVELOPMENT
The article explores the theoretical and methodological principles of the formation of the competitiveness of enterprises of the agro-industrial complex (hereinafter – AIC) in the context of increased export activity. The evolution of scientific approaches to the interpretation of the competitiveness category is summarized and the views of leading scientific schools on the role of innovations, resource potential, institutional changes and the ability of economic systems to adapt are systematized. The author's definition of the competitiveness of an enterprise as an integral characteristic of its ability to provide sustainable market advantages based on the effective use of resources, flexible response to changes in the external environment and the implementation of strategic management decisions is substantiated. Particular attention is paid to the analysis of the role of exports as a key factor in strengthening the competitive positions of enterprises of the AIC. The mechanism of interaction between enterprises of the AIC and exports is revealed, its structural components, functional purpose and critical success factors are determined. The coefficient of interaction of the export chain is proposed, which allows assessing the level of balance and efficiency of the export mechanism. The work developed a system of quantitative indicators to assess the impact of export activity on the competitiveness of enterprises of the AIC, in particular the export orientation index, price competitiveness coefficients, export efficiency and diversification of sales markets. The commodity and geographical structure of Ukraine's foreign trade, the dynamics of export prices and a SWOT-analysis of the export activity of enterprises of the AIC were analyzed. The practical value of the study lies in the possibility of using the proposed indicators and integral indicators to form and adjust export strategies of agribusiness enterprises in order to increase their long-term competitiveness in world markets.
Copyright (c) 2025 Світлана ДОЦЮК, Юлія ОХОТА, Ілля ЧІКОВ, Денис ТІТОВ https://creativecommons.org/licenses/by/4.0
ASSESSMENT OF THE SOCIO-ECONOMIC TRANSFORMATION OF ENTREPRENEURSHIP IN THE CONTEXT OF THE DIGITALIZATION OF THE ECONOMY: SCIENTIFIC AND PRACTICAL ASPECTS
The article examines the socio-economic transformation of entrepreneurship in the context of economic digitalization, emphasizing its multidimensional impact on business activity, labor markets, and institutional development. It is substantiated that digitalization acts as a key driver of structural changes in entrepreneurship, transforming traditional business models, employment patterns, competency requirements, and mechanisms of value creation. The study highlights that digital transformation generates not only economic outcomes but also significant social effects, including changes in social adaptation, the emergence of digital inequality, and the growth of new risks for business entities. The paper analyzes contemporary scientific approaches to assessing the impact of digitalization on entrepreneurial activity, including the substitution theory approach, the socio-economic approach, the institutional and digital risk assessment approach, and the competency-based approach. Their strengths and limitations are identified, demonstrating that existing methodologies remain fragmented and insufficient for capturing the complex interrelation between economic performance and social effects of digital transformation. Based on the synthesis of theoretical and methodological foundations, an integrated multilevel model for assessing the socio-economic transformation of entrepreneurship is proposed. The model encompasses macro-, meso-, and micro-levels, enabling a comprehensive evaluation of digital transformation processes and their outcomes. It combines quantitative and qualitative indicators to identify causal relationships between digitalization and business performance, as well as the integration of entrepreneurship into global markets. The proposed model provides a methodological framework for evidence-based managerial decision-making and public policy development aimed at fostering digital entrepreneurship and enhancing economic competitiveness. The findings contribute to the advancement of scientific approaches to evaluating digital transformation by offering a systematic and holistic assessment tool applicable to enterprises of different scales and sectors.
Copyright (c) 2025 Павло ХАРЧЕНКО https://creativecommons.org/licenses/by/4.0
INTEGRATED MECHANISM FOR MANAGING THE DEVELOPMENT OF RURAL AREAS
The article substantiates the need to form an integrated mechanism for managing the development of rural areas in Ukraine in the context of war, post-war recovery, demographic crisis, spatial imbalances, and climate risks. It shows that the current development of rural areas goes beyond purely agricultural policy and is becoming systematically important for national security, spatial cohesion, food stability, and European integration. It is emphasized that the existing resource and human potential of rural areas is combined with deep structural problems that cannot be overcome by fragmented or sector-oriented instruments of state support. The study summarizes contemporary scientific approaches to the sustainable and integrated development of rural areas, identifies their methodological and institutional fragmentation, and demonstrates the feasibility of transitioning to a comprehensive management model. It proposes an interpretation of the integrated mechanism for managing the development of rural areas as a systematically organized complex of institutions, entities, instruments, and procedures that ensure the coordination of economic, social, spatial, environmental, security, and institutional decisions with a focus on improving the quality of life of the population. The structural logic of the integrated mechanism is revealed, covering diagnostic and analytical, economic and financial, institutional and organizational, spatial and infrastructural, socio-demographic, digital, and security and environmental subsystems. The role of program-targeted and project-based approaches, multi-level governance, public-private partnerships, and digitalization as key conditions for the effective implementation of an integrated rural development policy is substantiated. It has been proven that the proposed mechanism creates a methodological basis for adaptive management of rural areas, strengthening the sustainability of communities, and forming long-term trajectories of spatial development of Ukraine in accordance with European standards.
Copyright (c) 2025 Назарій ПОПАДИНЕЦЬ, Орислава ГРАФСЬКА, Наталія СЕМБАЙ https://creativecommons.org/licenses/by/4.0
FORMATION OF A REGIONAL STRATEGY FOR IMPROVING SERVICE QUALITY IN THE HOTEL AND RESTAURANT SECTOR OF ZAKARPATTIA
The article examines the current state of development of the hotel and restaurant sector in the Zakarpattia region, which is determined by the region’s natural and recreational potential and the activation of domestic and inbound tourism. Quantitative parameters of market functioning, reflecting structural changes and development trends over recent years, have been established. It has been clarified that the reduction in the number of collective accommodation facilities in Ukraine is accompanied by a relative stabilization of indicators in Zakarpattia, indicating an increased role of the region in the national market. Emphasis is placed on the significance of the financial aspect of hotel and restaurant operations, which determines the economic activity of local communities and the formation of local budgets. The importance of analyzing tax revenues as a tool for evaluating the effectiveness of managerial decisions and the investment attractiveness of territories is highlighted. A high level of territorial differentiation of income and the dependence of the service market on transport accessibility, tourist attractiveness, and infrastructure have been noted. Key factors influencing the quality of hotel and restaurant services have been identified. Practical aspects of service management are considered through the example of leading hotel and restaurant complexes in Zakarpattia, such as “Kilikia”, “Duet Plus”, PIKUY and “Synevyrskyi Pereval”. The effectiveness of an integrated approach to service organization, combining comfort, gastronomic services, recreation, and digital customer interaction tools, has been established. The role of cultural and identity elements in forming a unique “regional service brand” has been clarified. It is emphasized that the systematic integration of standards, technologies, and local traditions contributes to enhancing the region’s competitiveness and forming a sustainable positive image of Zakarpattia. The significance of developing partnership networks and environmentally oriented practices in hospitality is underlined. It is noted that the digitalization of service processes ensures operational efficiency, transparency, and controllability of service delivery.
Copyright (c) 2025 Евеліна СІРА, Сергій ГОРБАНЬ https://creativecommons.org/licenses/by/4.0
PROJECT SOLUTIONS IN INCLUSIVE PLANNING OF THE LOBBY AREA IN HOTEL FACILITIES
The article analyses the current state of hotel enterprises and their adaptability to inclusive services. It is established that inclusive tourism in Ukraine is not well developed. The primary reason for this is the gaps in the design of infrastructure and accommodation facilities. It has been revealed that even when inclusive rooms are provided, most hotel enterprises are not fully prepared to create a barrier-free environment for people with special needs. This is largely due to shortcomings in building design. In the past, the comfort and convenience of persons with disabilities were not given sufficient attention. As a result, many buildings currently occupied by hotel enterprises are unsuitable for accommodating guests with limited mobility. This highlights the urgent need to develop design and organizational solutions aimed at reconstructing accommodation facilities with consideration for inclusivity requirements, as well as planning new facilities that take inclusivity into account from the outset and ensure the creation of a barrier-free environment for people with disabilities. The paper presents design solutions for organizing inclusive services in accommodation facilities. The proposed solutions concern the lobby area, as this part of hotel infrastructure has been identified as having the most significant issues related to inclusive tourism. The solutions presented in the study make it possible to create a barrier-free environment for people with musculoskeletal disorders and visual impairments. In addition, the paper proposes organizational measures that simplify the check-in process and enhance the hotel experience for guests with visual and hearing impairments.
Copyright (c) 2025 Валерій БАКАЛОВ , Надія ЛАПИЦЬКА , Вероніка БОЛЬШАК https://creativecommons.org/licenses/by/4.0
MODERN TRANSFORMATIONS IN ENTERPRISE ECONOMIC SECURITY MANAGEMENT
The article examines the issues of enterprise economic security management, which are extremely relevant for Ukraine under conditions of external environmental instability and the growing influence of crisis factors. Particular attention is paid to the need to develop effective mechanisms for protecting enterprises from financial, market, and institutional threats. The purpose of the article is to generalize existing research findings, as well as to develop methodological and applied provisions related to modern transformations in enterprise economic security management. Based on the analysis of fundamental theoretical and methodological principles of the terminological framework in security management, the author’s definition of the concept of the enterprise economic security management system has been developed. In particular, it is presented as a set of institutional elements (responsible for the development and implementation at the enterprise of regulatory and methodological support for activities in the field of security), organizational elements (construction of an organizational and managerial system for managing the processes of security assurance), managerial elements (development and implementation of the strategy and tactics of the enterprise in the field of economic security), economic elements (formation and rationally effective use of resources, provision of necessary incentives for internal and external performers), and information-analytical elements (collection, processing, analysis, monitoring, diagnostics, and assessment of the state and level of security, identification of challenges and threats, forecasting of their consequences, modeling of the impact of security policy on the results of economic activity). These elements interact with each other to ensure the proper implementation of the economic security function in the course of enterprise development.
Copyright (c) 2025 Сергій ГРИГІР https://creativecommons.org/licenses/by/4.0
PRIORITIES AND MEANS OF STRUCTURAL REFORM IN THE REGIONAL SMALL BUSINESS SECTOR
The article examines the priorities and means of structural reform in the regional small business sector, highlighting key areas for improving efficiency, competitiveness, and sustainability. It also analyzes the tools and mechanisms through which regional authorities and stakeholders can support the development and modernization of small enterprises. The purpose of the article is to substantiate the priorities and means of structural reform in the small business sector of Ukrainian regions. It has been found that the small business sector has undergone significant transformations: the number of active enterprises has decreased, their specialization has changed, logistical chains have been restructured, and there has been a transition to remote and online forms of activity. In the context of increased financial, market, and institutional risks, a proactive regional policy aimed at stimulating the development of small businesses, enhancing their resilience, and ensuring structural changes in the sector is particularly relevant. Key priorities for reform have been identified, including the stimulation of innovative activity, the development of human capital, the formation of a favorable regulatory environment, and the improvement of management process efficiency. As means of implementing these priorities, the article proposes grants and subsidies, preferential lending, the development of business incubators and accelerators, the digitalization of management processes, and the support of partnership networks between enterprises and authorities. The abstract emphasizes the necessity of a comprehensive approach to the modernization of small businesses under conditions of war and ongoing transformations in the external environment.
Copyright (c) 2025 Тарас ВАСИЛЬЦІВ , Ольга МУЛЬСКА , Денис МАГАС https://creativecommons.org/licenses/by/4.0
THE PERSPECTIVES OF LOCAL CRAFT WINES IMOLEMENTATION IN RESTARANT BEVERAGE MENU
The article is dedicated to a comprehensive study of the prospects for introducing local craft wines into the beverage menus of modern restaurant establishments. The paper substantiates the relevance of this issue in the context of the development of gastronomic culture in Ukraine, the growing demand for authentic local products, and the formation of a craft trend in the HoReCa sector. The author analyzes the theoretical foundations of forming a wine list as an element of a restaurant's marketing strategy, defining its role in creating a unique concept for the establishment and enhancing the gastronomic experience of guests. Particular attention is paid to the characterization of craft winemaking, its current state, production specifics, and the factors that determine its competitive advantages compared to mass-produced wine. An overview of the historical and socio-cultural prerequisites for the development of craft wineries in Podillia is one of the most promising winemaking regions of Ukraine—is provided. It is shown that Podillia has long-standing traditions of viticulture, which were interrupted and restored due to historical circumstances; however, in the 21st century, they have transformed into an active movement of small wineries. The author analyzes the socio-economic, technological, and regulatory factors that contributed to the emergence of modern Podillia producers, as well as their role in forming a local wine identity. Based on the research results, a systematic characterization of several Podillia wineries is presented, including their varietal portfolios, production specifics, and potential for the restaurant industry. The paper presents a SWOT analysis of craft wines in the context of their inclusion in a restaurant’s wine list, which allowed for the identification of key strengths (authenticity, uniqueness of the offer, storytelling potential), as well as weaknesses and risks (limited production volumes, seasonality, taste instability, low consumer awareness). Attention is focused on the possibilities for deeper interaction between restaurants and local winemakers, the development of tasting practices, gastronomic tourism, and the image advantages that arise from integrating regional wines into the restaurant product. The article also demonstrates pricing models in HoReCa using the example of Podillia craft wines. A differentiated approach to calculating the markup for different consumer segments depending on the establishment's concept (standard, premium, democratic, by-the-glass) is proposed. It is substantiated that pricing is a key component of the successful commercialization of local wines, as it combines economic viability, marketing logic, and the psychological perception of the product by guests. The obtained results can be used as a scientific basis for further research in the field of restaurant management, gastronomic tourism, and craft winemaking.
Copyright (c) 2025 Наталія АНТОШКОВА https://creativecommons.org/licenses/by/4.0
FORMATION OF THE MECHANISM FOR ENSURING THE ECONOMIC SECURITY OF AN ENTERPRISE
The article highlights and analyzes the issues of managing the economic security of enterprises and organizations. The purpose of the study is defined as the generalization of methodological and applied provisions for the formation of a mechanism to ensure the economic security of an enterprise. It is shown that the practical testing of the policy of ensuring the economic security of an enterprise presupposes the formation and implementation of the corresponding managerial mechanism as a comprehensive system of interconnected elements and specific measures to achieve the defined objectives. It has been proved that the introduction of such a mechanism requires the identification of its elements, subjects and objects, methods, tasks, technologies, organizational processes and regulations, and so on. It is determined that such a mechanism represents an integrated system of managerial actions for the development and implementation of strategic and tactical measures, ensuring the stability of the enterprise in a changing external environment. It is argued that the methodological approach to the formation of the mechanism for ensuring the economic security of an enterprise encompasses the development of a strategy, the formation of an action plan, and includes interconnected economic, organizational, institutional, technical, socio-psychological, and other instruments. The goal of the institutionalization of the mechanism for managing the economic security of an enterprise is defined as ensuring its sustainable functioning through the implementation of comprehensive measures aimed at protection from threats and risk management, as well as adaptation to changing conditions. It has been proved that the elements of the mechanism must take into account the specifics of the agrarian business, which is characterized by a high dependence on natural factors and seasonality. The expediency has been substantiated, and the characteristics have been provided for the organizational, financial, analytical, material, socio-psychological, legal, environmental, and innovation-technological components of the economic security of an enterprise.
Copyright (c) 2025 Денис ЛИТВИНЕНКО https://creativecommons.org/licenses/by/4.0
MECHANISMS FOR ATTRACTING AND EFFECTIVE USE OF INTERNAL INVESTMENT RESOURCES IN THE REGIONS OF UKRAINE
Modern conditions of socio-economic development of Ukraine necessitate the formation of new approaches to regional policy aimed at activating internal investment resources and increasing the efficiency of their use. This issue becomes especially relevant in the context of decentralization and post-war recovery, when regions act as key actors of economic transformation and a space for developing competitive economic models. Effective mobilization of internal investment resources is considered a strategic instrument for ensuring sustainable territorial development, strengthening local economies, and reducing dependence on external sources of financing. Despite the growing interest in involving local capital in development projects, mechanisms for supporting internal investments at the regional level remain insufficiently systematized and require scientific justification. The purpose of the article is to substantiate the theoretical foundations and practical mechanisms for attracting internal investment resources, as well as to define directions for improving their efficiency to ensure sustainable regional development.The theoretical basis of the study consists of research conducted by Ukrainian and foreign scholars in the fields of regional economics, investment management, and financial decentralization. The information base includes regional development strategies, social and economic development programs of Ukrainian regions, as well as analytical data on the investment activity of territorial communities. The research employs methods of systems approach, structural-functional analysis, content analysis of strategic documents, comparative studies, and elements of case study. The article identifies the conceptual characteristics of internal investment resources and their role in ensuring economic growth at the regional level. Existing instruments for attracting investments in Ukrainian regions are analyzed, including the development of regional business support funds, mechanisms of public-private partnership, community participation in project budgeting, and the use of municipal bonds. It is revealed that regional development policies create a basis for forming an effective system of stimulating internal investments; however, they require expanding the mechanisms of financing local projects and strengthening the institutional environment. Further research should focus on the development of a model of regional governance of internal investment resources, assessment of the potential for financial self-sufficiency of territorial communities, as well as the design of tools for enhancing investment activity of small and medium-sized enterprises. The practical value of the study lies in the formulation of recommendations for local authorities, business entities, and development institutions regarding the implementation of an effective system for attracting internal investment resources as a factor of sustainable economic growth of Ukrainian regions.
Copyright (c) 2025 Ганна ДОРОШЕНКО, Ольга РУДАЧЕНКО, Владислава ТРОЯН, Роман В’ЯТКІН https://creativecommons.org/licenses/by/4.0
CAPSULE HOTELS – A MODERN TREND IN THE HOSPITALITY INDUSTRY BASED ON THE EXAMPLE OF THE CAPSULE HOTEL «CONSTELLATION 89»
The article is dedicated to the study of capsule hotels as a modern trend in the hospitality industry, using the example of the capsule hotel «Constellation 89» in Lviv. The research examines the history of capsule hotels, their concept, key characteristics, and identifies the advantages and disadvantages of this type of accommodation. It was found that the benefits of capsule hotels, such as affordability, cost-effectiveness, convenience for travelers, and quick service, significantly outweigh their drawbacks, which include limited space and lack of privacy. These disadvantages are important for defining the target audience and further development strategies for such hotels. The article provides a detailed analysis of the operations of «Constellation 89», including an assessment of its financial and economic performance, management efficiency, and investment activities. To identify the hotel's strengths, weaknesses, opportunities, and threats, a SWOT analysis was conducted, highlighting strong points such as high profitability and adaptability to market changes, while also revealing potential threats like economic fluctuations and intense competition. However, leveraging opportunities for service diversification, improving marketing strategies, and enhancing infrastructure can ensure the sustainable development of the hotel in the future. Based on the findings, the study proposes innovative projects, including the integration of automated service systems, the development of new services, and the strengthening of marketing strategies through an active online presence and collaboration with international booking platforms. These initiatives aim to attract new audiences and increase the loyalty of existing clients. Thus, in exploring the current state and development trends of capsule hotels, the research outlines ways to shape their concept as a budget-friendly and comfortable accommodation option for short-term tourists, positioning them as a promising direction for innovative growth in Ukraine's tourism industry.
Copyright (c) 2025 Наталія ПАНЬКІВ, Інна ВДОВИЧЕНКО https://creativecommons.org/licenses/by/4.0
MONITORING DASHBOARD OF THE LOGISTICS SYSTEM STATE OF UKRAINIAN AGRO-TRADING UNDER CONDITIONS OF TURBULENCE
The article explores the conceptual and applied foundations for developing a monitoring dashboard for the logistics system of Ukrainian agro-trading under conditions of external turbulence. The relevance of digital monitoring is substantiated as a tool to enhance the resilience and adaptability of logistics processes amid challenges caused by military conflicts, infrastructure disruptions, energy shortages, and global supply chain disturbances. The study analyzes current challenges affecting the functioning of transport, storage, and information-communication subsystems within agro-logistics. Based on a systemic approach, key logistics indicators necessary for operational management in turbulent conditions are identified. The role of Business Intelligence (BI) platforms, such as Power BI, Tableau, and Qlik, is examined in terms of integrating heterogeneous data sources, ensuring transparency of processes, and supporting predictive analytics. The article proposes a structured monitoring dashboard comprising five interconnected blocks: transportation accessibility, storage infrastructure, operational risks, energy supply, and digital interaction. Each block reflects critical aspects of logistics performance, enabling real-time assessment and comprehensive situational awareness. The study highlights the importance of interactive, adaptive, and user-customizable interfaces, as well as integration with corporate and governmental information systems, to create a unified logistics information environment. Practical examples from Ukrainian agro-trading companies demonstrate that implementing monitoring dashboards allows for timely detection of bottlenecks, optimization of transport routes, improved warehouse utilization, and faster response to disruptions in energy or supply chains. The article concludes that deploying monitoring dashboards is a key element of digital transformation in agro-logistics, increasing the transparency, efficiency, and resilience of the logistics system. Such tools facilitate informed decision-making at various management levels, minimize risks and losses, and ensure continuity of supply chains under turbulent conditions. The study underscores the potential for future integration of monitoring systems with artificial intelligence algorithms to enhance predictive capabilities and further strengthen the competitiveness of the Ukrainian agro-trading sector in domestic and international markets.
Copyright (c) 2025 Інна РЄПІНА , Олександр САДОВНИК , Сергій ІВАЩЕНКО https://creativecommons.org/licenses/by/4.0
DIGITALIZATION OF TRADE ENTERPRISES BUSINESS PROCESSES: TECHNOLOGICAL DETERMINANTS, ROI AND CYBER RISK MANAGEMENT
Digital transformation is an imperative for the retail sector, fundamentally changing the way the value is created and captured through technologies such as artificial intelligence (AI), the Internet of Things (IoT), and cloud architectures. While these tools provide significant operational efficiency gains – including up to 40% improvement in demand forecasting accuracy – realization of this potential is uneven. Measuring the net return on investment (Net ROI) is a pressing scientific and practical challenge, as growing digital risks, especially cyberthreats, can offset all operational benefits, requiring an integrated approach to evaluating investments. The net return on investment (Net ROI) from digitalizing retail business processes is a function not only of technology adoption (Gross ROI), but also of two key endogenous moderators: the organization’s level of digital maturity (DMM) and the effectiveness of its cyber risk management system (Cyber Risk Discount). The study is based on a systematic analysis of the current economic literature, covering quantitative data on the impact of technologies on the operational efficiency of trade and empirical models of digital risk management. Current quantitative data on the impact of dominant technologies (AI, IoT) on key operational indicators of trade is clustered, providing an empirical basis for calculating Gross ROI. The results demonstrate that unintegrated digital solutions (low DMM) reduce potential ROI by 2-3 times, while an immature security posture leads to significant losses of customer trust (82% of customers may abandon the brand) and direct financial losses. The DMM-Risk-ROI model is substantiated, providing a holistic toolkit for assessing the sustainability of digital investments. The DMM-Risk-ROI model allows management to shift cybersecurity investments from a passive expense (compliance) to an active strategic investment necessary to preserve and maximize the net profit gained from digitalization. To increase Net ROI, retail companies must simultaneously invest in technology (AI/IoT), data integration (DMM), and institutional protection (Cyber Risk Management).
Copyright (c) 2025 Наталія БІЛЯЄВА, Ірина МИКОЛАЙЧУК , Самад РАГІМОВ https://creativecommons.org/licenses/by/4.0
DIGITAL TECHNOLOGIES FOR HUMAN CAPITAL DEVELOPMENT IN ENSURING THE COMPETITIVENESS AND SAFETY OF THE UKRAINIAN ECONOMY
The article examines the theoretical and methodological foundations of human capital development under digital transformation and the security challenges caused by the war against Ukraine. The study substantiates the growing importance of digital technologies and competencies as key determinants of human capital value, economic competitiveness, and systemic resilience. It is demonstrated that global digitalisation, the rapid advancement of AI technologies, and shifts in global markets drive the need to rethink mechanisms for developing intellectual potential, addressing demographic and investment gaps, and modernising educational and research infrastructures. Contemporary scientific approaches to human capital formation — including competency-based, innovative, and digitalisation-oriented concepts — are analysed. The research identifies major challenges: labour force losses due to migration and military actions, insufficient investment in R&D, imbalances between labour market needs and educational systems, low commercialisation of research, and the increasing demand for digital skills. A structural approach is proposed to identify digital innovations that influence the security, competitiveness, and sustainable development of enterprises and the national economy. A mechanism for ensuring the effectiveness of intellectual capital development is developed, encompassing managerial, institutional, regulatory, and methodological subsystems, and outlining conditions for implementing intellectual and innovative potential within economic processes. The study concludes that digital intellectualisation of human capital fosters the creation of new competencies, enhances the resilience of economic systems, and supports the restoration and strengthening of the competitive positions of Ukrainian enterprises.
Copyright (c) 2025 Ольга ВОВК , Альона КОВАЛЬЧУК https://creativecommons.org/licenses/by/4.0
ARTIFICIAL INTELLIGENCE AS A TOOL FOR RISK MANAGEMENT AND ENHANCING ENTERPRISE COMPETITIVENESS
In modern conditions of global digitalization and the relentless increase in external environmental uncertainty , enterprises face a complex set of risks that significantly complicate the process of achieving strategic goals. This creates an objective necessity to introduce new, digitally oriented management approaches , among which Artificial Intelligence (AI) systems occupy a special place. The growth in the number, complexity, and interdependence of risks necessitates the development of integrated risk management models based on AI as a technological platform for identifying threats, forecasting possible consequences, and forming optimal management decisions. The relevance of this issue is confirmed by numerous studies by both domestic and foreign authors regarding digitalization, the integration of innovative technologies, and the application of AI in risk management. At the same time, questions regarding the development of systemic models that would allow not only for the detection and forecasting of risks but also for the transformation of potential threats into new opportunities for ensuring enterprise competitiveness remain relevant. The aim of the research is the development of theoretical and methodological foundations and practical recommendations regarding the integration of artificial intelligence technologies into the risk management system of enterprises to increase their competitiveness under conditions of digital transformation. The integration of AI systems into risk management practice allows for increasing the validity of management decisions, ensuring the rapid identification of threats, and forming adaptive management decisions. A conceptual model for the implementation of artificial intelligence in enterprise risk management is proposed, which includes the following stages: Risk identification using data mining. Risk assessment utilizing machine learning algorithms and neural networks. Forecasting scenarios of event development using intelligent expert systems. Formulation of recommendations regarding management decisions. Real-time monitoring and adjustment of risk management systems. The main advantages of such an approach are determined: increased information processing speed, growth in the objectivity and accuracy of forecasts, reduction of the human factor influence, and the possibility of automated adaptation to dynamic changes in the external environment. AI systems, due to their ability for deep analysis of heterogeneous data and finding hidden patterns, allow not only for the timely detection of potential risks but also for the assessment of the degree of their impact on the financial and economic performance indicators of the enterprise. The application of AI provides additional competitive advantages through the possibility of strategic planning based on objective forecasts, identifying new business opportunities, and reducing operating costs. Practical recommendations include the formation of a unified information ecosystem, the definition of priority areas for AI application, the selection of a technological platform and toolkit, and personnel training. The conclusions confirm the feasibility of integrating AI into the enterprise risk management system as an effective tool for minimizing threats and ensuring stable development in the digital economy. The proposed model allows for the creation of an adaptive, multi-level risk management system, which, in turn, ensures the growth of enterprise competitiveness in national and global markets.
Copyright (c) 2025 Олександр БУРИКІН https://creativecommons.org/licenses/by/4.0
DEVELOPMENT OF A RISK MANAGEMENT MECHANISM IN THE PROCESS OF UKRAINE’S CRITICAL INFRASTRUCTURE ADVANCEMENT
Modern security challenges caused by the armed aggression of the Russian Federation against Ukraine, global crisis processes, and the growing number of cyber threats significantly increase the importance of ensuring the effective functioning of the country’s critical infrastructure. Large-scale destruction of energy, transport, utility, and information and communication systems has demonstrated the high vulnerability of national infrastructure to complex risks, confirming the need to shift from reactive measures to systematic and anticipatory risk management. In the context of post-war recovery, digital transformation, and Ukraine’s strategic integration into the European security space, developing an effective risk management mechanism capable of ensuring the resilience, adaptability, and continuity of critical sectors becomes a priority. Despite the existence of certain legal acts and institutional initiatives, Ukraine still lacks a holistic risk management model focused not only on protection but also on the modernization and reconstruction of critical infrastructure under crisis conditions. Current practices remain fragmented and predominantly oriented toward response rather than prevention or forecasting of threats. Insufficient coordination between government bodies, regional authorities, and critical infrastructure operators complicates information exchange, slows decision-making, and reduces the effectiveness of security measures. This also hinders the implementation of investment and innovation projects essential for the modernization of critical sectors. The purpose of this study is to develop a scientifically grounded mechanism for risk management in the development of Ukraine’s critical infrastructure that will enhance national resilience, strengthen the capacity of life-support systems to withstand military, cyber, and technogenic threats, and ensure the continuity of their functioning. The proposed model is based on the integration of organizational, economic, legal, information-analytical, and technical components, forming a unified system for identifying, assessing, minimizing, and monitoring risks. The step-by-step approach to building the risk management mechanism includes threat identification, analysis of their probability and consequences, development of preventive and response measures, continuous monitoring, and communication among all stakeholders. The coordinated functioning of these elements ensures the system’s integrity, strengthens the resilience of critical infrastructure, and enhances readiness for emergency situations. Thus, forming a comprehensive risk management mechanism is a necessary prerequisite for ensuring the security and sustainable development of Ukraine’s critical infrastructure sectors. The integration of legal, organizational, technical, economic, and analytical tools creates a foundation for effective counteraction to modern military and hybrid threats and strengthens long-term national resilience.
Copyright (c) 2025 Вікторія ЧОБІТОК , Ольга ГАВРИШ https://creativecommons.org/licenses/by/4.0
RISK MANAGEMENT IN BUSINESS MODELS OF SOCIAL ENTERPRISES AND TOOLS FOR THEIR MINIMIZATION
Risk management in business models of social enterprises is an extremely relevant area of scientific research, since modern social enterprises operate in a complex, dynamic and unpredictable environment. Unlike traditional enterprises, they combine economic goals with the implementation of a social mission, which increases the range of risks and increases the requirements for the formation of an effective and sustainable business model. Rapid changes in market conditions, fluctuations in funding sources, increased competition, limited resources, as well as the need to maintain a balance between social impact and financial performance make risk management a key element of the development of social enterprises. In addition, the role of social innovations is growing, which, despite their high potential, are accompanied by an increased level of uncertainty and require special tools for assessing and minimizing risks. Social enterprises, combining commercial activities with the implementation of a social mission, face a unique set of risks that differ both in the nature of occurrence and in the level of impact on their business model. Traditional approaches to risk management developed for commercial organizations do not always take into account the specifics of social orientation, limited resources, dependence on grant funding, volunteer work or partnerships with government and public structures. This results in many social enterprises remaining vulnerable to financial, operational, reputational, and institutional risks. Main purpose of the study is to substantiate approaches to risk management in the business models of social enterprises and to identify effective tools for their minimization, taking into account the specifics of the functioning of the social sector and the conditions of the modern market environment. To achieve this goal, it is planned to analyze theoretical approaches to the essence of social entrepreneurship and its business models, to identify the main types of risks characteristic of social enterprises, as well as to investigate their sources and consequences for the activities of the organization. In today's economy, social enterprises play an increasingly important role as a tool for implementing social innovations, overcoming inequalities and providing access to socially significant services. Unlike traditional companies, social enterprises operate in a multidimensional environment where business logic is combined with the implementation of a social mission. Such a dual orientation forms a specific range of risks that require special approaches to management. The problems of financial instability, dependence on donor resources, variability of social demand, non-standard income models and complex interaction with stakeholders make risk management one of the key factors for the long-term viability of social enterprises. At the same time, traditional risk management methods cannot always be effectively applied in the social business sector, which necessitates their adaptation or the formation of new tools. Risk management in the business models of social enterprises is a critical element in ensuring their long-term sustainability and effectiveness. The combination of a social mission with commercial activities creates a specific set of risks that are complex in nature and require a systematic approach. Social enterprises face not only traditional financial, operational or market risks, but also social and reputational threats that can significantly affect their operations. The use of risk management tools within the business model allows you to identify potential threats in time, assess their impact and develop effective measures to minimize them. Among the most effective tools are environmental monitoring, diversification of funding sources, partnerships, staff training, implementation of quality standards and establishing transparent communication with stakeholders.
Copyright (c) 2025 Тетяна ДЕМ’ЯНЕНКО , Андрій КУЗЕМКО https://creativecommons.org/licenses/by/4.0
HEALTH CARE MANAGEMENT SYSTEM IN UKRAINE: TERMINOLOGICAL DIFFERENTIATION, LEVELS AND STRATEGIC ORIENTATIONS
The article is devoted to the analysis of healthcare management taking into account modern terminological and conceptual approaches used in domestic and foreign practice. It is established that in Ukrainian the generalized concept of “management” prevails, covering all functions – from strategic planning to operational administration. In contrast, in international practice three key categories are clearly distinguished: governance, management and administration, each of which reflects the specifics of managerial activity at the corresponding level. In particular, governance (strategic management) covers the macro level of policy formation, control and standards, management – daily operational management of healthcare institutions, and administration – implementation of decisions at the technical and tactical levels. The feasibility of an integrated approach to the use of these terms depending on the context and functional level of managerial activity is substantiated. Special attention is paid to the construction of a healthcare institution management system in Ukraine. The concept of “healthcare facility management” is formulated as a type of management activity aimed at ensuring the effective functioning of a medical institution, including planning, organization, coordination, control and resource management. The specifics of this activity in conditions of medical and social challenges, such as epidemics or military conflicts, are considered. The multi-level structure of healthcare management in Ukraine is analyzed: national, regional, local and intra-organizational levels. Specific management entities and their functional responsibilities are given for each level. Such a distribution ensures hierarchical coherence, functional efficiency and target orientation of management decisions in the field of healthcare. The article analyzes the priorities of state policy in the field of healthcare in accordance with modern challenges and strategic goals. Fourteen key areas of transformation have been identified, including: universal access to medical services, provision of quality medicines, formation of a health culture, professional autonomy, digitalization, international integration, response to emergencies, development of human capital, etc. These areas determine the vector of modernization of the healthcare system and lay the foundation for the effective functioning of the industry in the context of reforms and integration into the European medical space.
Copyright (c) 2025 Наталія ГАВЛОВСЬКА, Валерій ГАРБУЗЮК, Галина ТКАЧУК , Юрій КРАВЧИК https://creativecommons.org/licenses/by/4.0
EVALUATION OF EFFECTIVE MODELS AND APPROACHES FOR ENHANCING THE COMPETITIVENESS OF RESTAURANTS IN TRANSCARPATHIA
The article reveals the main aspects of enhancing the competitiveness of restaurants in Zakarpattia through the implementation of effective models and approaches. It is established that successful competitiveness improvement depends on the use of innovative strategies, particularly adapting global practices to local conditions. It is clarified that important components include the use of digital technologies, the development of gastronomic brands, the popularization of local cuisine, and a customer-oriented approach. The significance of innovations, such as online table reservations and mobile apps for ordering, is emphasized as they contribute to service convenience. It is highlighted that the integration of innovations into marketing strategies, such as promotions, loyalty programs, and themed events, allows restaurants to attract new customers and retain loyal ones. It is stated that a crucial element of success is the creation of an authentic gastronomic experience through the use of local products and seasonal changes in the menu. It is determined that restaurants actively use social media and online platforms for customer interaction, enhancing their popularity and recognition. It is noted that adaptation to environmental requirements and sustainable development are additional factors contributing to the competitiveness of establishments. The importance of high-quality service is also disclosed, particularly through regular staff training, which ensures customer satisfaction and builds a strong restaurant image. It is established that the analysis of effective approaches to enhancing the competitiveness of Zakarpattia restaurants demonstrates the importance of a comprehensive approach, including marketing, service, innovation, and environmental practices. It is clarified that the further development of this market requires the improvement of the use of cutting-edge technologies, service optimization, and adaptation to changing market conditions. It is emphasized that recommendations for improving the competitive strategy of the restaurant business in Zakarpattia should take into account trends at the national and international levels. It is highlighted that achieving sustainable development for restaurant enterprises requires constant adaptation and innovation.
Copyright (c) 2025 Евеліна СІРА , Роман ЧАСНИК https://creativecommons.org/licenses/by/4.0
ANALYSIS OF ENTREPRENEURIAL ACTIVITY DYNAMICS IN THE RURAL TOURISM SECTOR OF PODILLIA
The article analyzes the dynamics of entrepreneurial activity in the rural tourism sector of Podillia in 2015–2023, emphasizing its role as a driver of local economic diversification and community development. The research focuses on the quantitative growth of rural guesthouses, changes in tourist flows, and income levels of small businesses in Khmelnytskyi, Vinnytsia and partly Ternopil regions. It is shown that the number of registered rural tourism homesteads increased from 84 in 2015 to 193 in 2023, while the average number of tourists per homestead more than doubled, and estimated average income per homestead grew by over 200%. These trends indicate the gradual institutionalization of rural tourism as a form of self-employment and micro-entrepreneurship in the region. The study identifies key factors behind this growth, including rising demand for domestic, ecological and individualized travel, the rich natural and cultural potential of Podillia, as well as the progressive integration of entrepreneurs into the digital environment and cluster-type cooperation at the community level. At the same time, a range of systemic barriers to entrepreneurial development in rural tourism is revealed. Among them are the lack of a clear legal status for rural homesteads, complex licensing and registration procedures, insufficient transport and communal infrastructure, limited access to financial resources, and a deficit of professional, managerial and marketing competences among owners. Using statistical, comparative and SWOT analysis, as well as content analysis of online representations of homesteads, the article substantiates that solving these problems requires coordinated actions of local authorities, business and educational institutions. Promising directions for intensifying entrepreneurial activity are proposed: implementation of regional and local programs to support rural tourism, integration of homesteads into tourist routes and branded products, development of territorial clusters and cooperatives, expansion of training and mentoring programs, and wider use of grant and microcredit instruments. The results of the study can be used for designing evidence-based strategies and policy measures aimed at transforming rural tourism in Podillia into a sustainable and competitive sector of the regional economy.
Copyright (c) 2025 Юрій ЦВІГУН https://creativecommons.org/licenses/by/4.0
INSTITUTIONAL ENVIRONMENT AS A FACTOR IN ENSURING ENTERPRISE COMPETITIVENESS
The article comprehensively explores the institutional environment as a fundamental factor determining the competitiveness of enterprises in the modern economy, characterized by transformational changes, globalization, and growing uncertainty. The research emphasizes that the effectiveness of enterprises increasingly depends not only on resource capacity, innovation, or management efficiency, but also on the quality of institutions that define the “rules of the game” in the market. Institutions - both formal (laws, regulations, governance mechanisms) and informal (norms, values, and trust) - create the framework for economic behavior, influence the stability of property rights, and ensure predictability in business activities. According to D. North and O. Williamson, institutional quality shapes transaction costs, market coordination, and the efficiency of economic exchanges, thereby forming the foundation for sustainable competitive advantages. The article systematizes the theoretical approaches of foreign and Ukrainian scholars who underline the role of institutions in shaping economic performance and competitiveness. It is noted that in developed countries, institutional stability, effective regulation, transparent governance, and strong financial markets constitute the backbone of enterprise competitiveness. In this context, institutions act as catalysts for innovation, entrepreneurship, and investment, ensuring the efficient allocation of resources and stimulating fair competition. For transitional economies, including Ukraine, institutional transformation is particularly significant due to the necessity of rebuilding a system of trust, reducing transaction costs, and integrating into global value chains. The structure of the institutional environment of enterprise competitiveness is detailed, encompassing several key subsystems: legal and regulatory institutions that determine the protection of ownership and contractual enforcement; financial and economic institutions that provide access to capital and investment resources; political institutions responsible for ensuring macroeconomic stability and transparency; social and cultural institutions that influence business ethics, human capital, and corporate responsibility; and digital institutions that promote open data, electronic governance, and innovation ecosystems. Their interaction ensures the coherence of state policy, market mechanisms, and social initiatives, forming a holistic institutional architecture conducive to sustainable competitiveness. The paper highlights that for Ukraine, improving institutional quality has become a strategic imperative in the context of post-war economic recovery and European integration. The author substantiates the need for comprehensive reforms aimed at judicial independence, regulatory simplification, development of digital infrastructure, and strengthening of public-private partnerships. Special attention is paid to the implementation of European standards of governance (transparency, accountability, rule of law) and the creation of digital platforms (such as Diia.Business, eData, ProZorro, and FoodDataHub) that enhance information accessibility, reduce administrative barriers, and support business decision-making. It is concluded that an effective institutional environment forms the foundation for strengthening enterprise competitiveness by reducing uncertainty, enhancing innovation potential, and ensuring long-term investment stability. Institutional modernization, based on good governance, digital openness, and economic inclusivity, should become a central component of Ukraine’s sustainable development strategy. Ultimately, institutional quality serves not only as a mechanism for regulating economic processes but also as a driving force for innovation, productivity growth, and integration into the European and global economic space.
Copyright (c) 2025 Іван СВИНОУС, Оксана НИКОНЕНКО https://creativecommons.org/licenses/by/4.0
STRATEGIC BRAND COMMUNICATIONS IN THE SYSTEM OF ORGANIZATIONAL AND MANAGEMENT DEVELOPMENT OF BUSINESS ENTITIES
The article investigates the essence and strategic role of brand communications in the system of organizational and managerial development of business entities. The relevance of the research is substantiated by the challenges of globalization, digital transformation, increasing competition, and crisis conditions faced by Ukrainian and international companies. Based on the analysis of recent international and domestic scientific publications, the study summarizes current approaches to defining the functions, mechanisms, and strategic importance of brand communications. The author proposes an original interpretation of strategic brand communications as an integrated set of managerial processes that combine both external and internal aspects of enterprise activity, extending beyond the traditional scope of marketing. A three-level mechanism of influence is outlined: the external level (market positioning, reputation, competitiveness), the internal level (corporate culture, HR branding, employee motivation), and the managerial level (integration into strategic planning, support for decision-making, long-term value creation). The study highlights the connection of brand communications with modern management models, such as the Balanced Scorecard, strategic management approaches, and Agile-based models The findings demonstrate that brand communications function as a catalyst for organizational development, supporting innovation, adaptation to crises, and internationalization of business activities. The practical significance of the study lies in the possibility of applying the proposed conceptual framework in the development of strategic communication policies of Ukrainian enterprises under wartime and post-crisis transformations.
organizational and managerial development
Copyright (c) 2025 Тетяна НАЗАРЧУК , Ніла ТЮРІНА , Сергій БУЦЕНКО https://creativecommons.org/licenses/by/4.0
FEATURES OF ANTI-CRISIS TIME MANAGEMENT AND ITS IMPROVEMENT IN THE CONTEXT OF TIME MANAGEMENT AS A STRATEGIC RESOURCE OF THE ENTERPRISE
The article examines the theoretical foundations and practical aspects of anti-crisis time management as a specialized approach to managing enterprise time resources under conditions of uncertainty. The critical importance of effective time management in the modern dynamic business environment is substantiated, where digital transformation creates new opportunities for optimizing business processes. A procedural model for the formation and implementation of time management strategies at the enterprise has been developed, which includes sequential stages of goal setting, work organization, task delegation, control, and adaptation to changes. The essence of anti-crisis time management is defined as a systematic approach aimed at timely recognition, response, and overcoming crisis phenomena through rational use of time resources. A comparative analysis of traditional and anti-crisis time management has been conducted according to key criteria: goals and priorities, planning, resources, adaptation to changes, communication, psychological burden, and risk management. It has been established that the anti-crisis approach is characterized by shorter planning horizons, higher flexibility, concentration on critically important tasks, and the need for rapid decision-making. Comprehensive strategies for improving anti-crisis time management have been proposed, including flexible strategic planning, task prioritization, instrumental support through digital systems, continuous monitoring, and formation of specialized anti-crisis teams. The practical experience of leading global companies (Toyota, Google, IKEA, P&G) in implementing effective time management systems under crisis conditions has been analyzed, confirming the practical effectiveness of the proposed approaches for ensuring stable functioning of organizations.
Copyright (c) 2025 Геннадій КАПІНОС , Валерія КЛОЧКО-ДОЛЯ https://creativecommons.org/licenses/by/4.0
DEVELOPMENT OF TOURISM AND THE HOSPITALITY SECTOR IN THE CONTEXT OF PROTECTING HISTORICAL HERITAGE: BALANCING BUSINESS INTERESTS AND COMMUNITY CULTURAL IDENTITY
The development of tourism and the hospitality sector in the historical locations of Ukrainian cities requires balancing the economic interests of businesses with the protection of cultural heritage within local communities. Particular attention should be paid to businesses operating under the franchise model: the franchisors’ requirements for certain brand standards (logos, colors, typical signboard formats) are often mandatory contract conditions and directly influence the appearance of façades. This creates certain contradictions between the franchisor’s requirements and local design codes aimed at protecting historical and cultural heritage. The purpose of the research is the theoretical and methodological substantiation and development of practical mechanisms for the sustainable development of tourism and the hospitality sector, ensuring an effective balance between the economic interests of businesses and the requirements for protecting historical heritage and preserving the community’s cultural identity under transformational processes. One of the most effective tools for implementing this approach in managing historic environments is recognized as the street design code. In urban planning science, this concept refers to a regulatory and planning document that establishes a set of parameters for the architectural and spatial organization and visual identity of a specific area (street, block) with the aim of preserving historical and cultural heritage, improving the quality of the urban environment, and ensuring sustainable development. Thus, the design code acts not only as a set of aesthetic requirements but also as a mechanism for reconciling the interests of businesses, authorities, and the local community. It becomes particularly important to balance the requirements of the design code with the conditions of franchise networks, where businesses are often obliged to comply with strict franchisor standards for storefront design, corporate colors, and sign dimensions, which directly contradict the authentic historical style. This makes it possible to form a predictable regulatory environment for investment, ensure the preservation of heritage, and develop a competitive tourism product.
Copyright (c) 2025 Ігор ЖУРБА, Наталія СТРЕЛЬБІЦЬКА, Руслана ЖОВТАНІ https://creativecommons.org/licenses/by/4.0
MODERN THEORIES OF LEADERSHIP IN THE CONTEXT OF DEVELOPING THE COMPETENCIES OF A PROJECT MANAGER
The article discusses the integration of modern leadership theories into the system of forming project manager competencies, taking into account methodological approaches to project management. The authors note that in conditions of dynamic change, project management is becoming one of the key tools for organizational adaptation, and the success of the team and the effectiveness of achieving goals increasingly depend on the leadership («energy») skills of the project manager. In today's world, a project leader not only coordinates processes but also acts as an agent of innovation and a moderator of an organizational culture focused on flexibility, learning, and creativity. Next, the evolution of leadership theories was analyzed – from personality-oriented, situational, behavioral, and transformational to interpersonal and contextual – and the influence of modern approaches to leadership on the formation of project manager competencies was determined. It is argued that an effective project manager must combine personal leadership qualities with the social role of a facilitator of team processes, adapting their management style to the chosen methodology, project context, and personality of the project manager. In addition, the IPMA ICB4 individual competency assessment system and PMBoK standard competencies are considered, and the results of a survey of Ukrainian project managers on the identification of key leadership qualities that determine project success are analyzed. Particular attention is paid to analyzing the relationship between project manager positions and the set of necessary skills in accordance with the components of the talent triangle from the Project Management Institute. The results of the study emphasize that a modern project manager should act not only as a process administrator, but also as a driver of change, a facilitator of team interaction, and a cultivator of a culture of trust and responsibility, capable of delegating and developing the internal leadership of team members. The type of project management methodology (Waterfall, Agile, Hybrid) determines the dominance of certain leadership styles: directive, facilitative, or adaptive. Flexibility in choosing a leadership style is critical to successful project implementation. Integrating these concepts into the competency model of project management will help prepare a new generation of leaders capable of working in flexible, digital, and multicultural environments.
Copyright (c) 2025 Наталія КАРВАЦКА , Оксана ЗАМАЗІЙ , Юрій ЦИМБАЛІСТИЙ https://creativecommons.org/licenses/by/4.0
ARTIFICIAL INTELLIGENCE TOOLS IN MANAGING DIGITAL MARKETING COMMUNICATIONS OF SPORTS ORGANIZATIONS
The growing role of digital technologies in the field of sports requires the implementation of artificial intelligence tools to increase the effectiveness of marketing communications and strengthen the competitive positions of sports organizations. The purpose of the study is to identify and systematize artificial intelligence tools suitable for managing marketing communications in sports organizations and to verify their effectiveness. The article examines the application of artificial intelligence tools in managing digital marketing communications of sports organizations. It is shown that against the background of growing competition between sports and the entertainment industry, it is the quality of digital communications, personalization and data work that are becoming critical for recruiting, image and attracting partners. Artificial intelligence tools are summarized and systematized by functional blocks: data collection and formation of analytical reports; content generation (texts, images, videos); advertising and targeting; communications and service, reputation monitoring. The article examines the impact of artificial intelligence tools on the effectiveness of managing marketing communications of sports organizations. Using the example of the Lviv Lions sports club, an experiment was conducted on the phased introduction of AI into key communication processes. At the first stage, an AI copywriter and image generator were implemented to create adapted content and unique visual materials. The second stage involved the use of intelligent algorithms in contextual advertising (Google Ads, Facebook, Instagram) with the use of automatic bidding strategies to optimize the budget and attract new athletes. The third stage included the development and implementation of an AI chatbot integrated into the website and messengers, which ensured the automation of answers to typical questions and the transfer of leads to the CRM system. The results of the experiment showed a significant increase in the efficiency of digital communications, an increase in the number of calls, cost optimization, and improved interaction with the target audience. The article emphasizes the prospects of using artificial intelligence as an innovative tool for the development of marketing communications in sports organizations.
Copyright (c) 2025 Ігор КУЛИНЯК , Назарій ІВАНИЦЬКИЙ https://creativecommons.org/licenses/by/4.0
IMPLEMENTATION OF SPECIALIZED NUTRITION WITH ALTERNATIVE PROTEIN SOURCES FOR ATHLETES IN HOTEL AND RESTAURANT INDUSTRY
The article explores the prospects of introducing specialized nutrition programs for athletes within the hospitality industry, with a particular focus on the integration of alternative plant-based protein sources into the gastronomic offering of hotels and restaurants. Growing attention to wellness tourism and the global shift toward healthier, more sustainable diets highlight the urgent need for hotels to adapt their culinary strategies. Modern consumers, including both professional athletes and health-conscious guests, increasingly demand functional foods, gluten-free options, and vegan-friendly alternatives. Meeting these demands provides hotels with an opportunity to stand out in a highly competitive market while simultaneously strengthening their commitment to sustainability and customer well-being. A detailed analysis of the chemical composition and nutritional profile of hemp, flax, pumpkin seed proteins, quinoa, and spelt has been conducted. These products demonstrate a high concentration of essential amino acids, valuable fatty acids, fiber, vitamins, and minerals, which collectively contribute to balanced dietary support for individuals engaged in regular physical activity. Unlike many traditional protein sources, these alternatives also align with ecological and ethical principles, thus reinforcing the image of hotels as socially responsible enterprises. The study further presents examples of dishes tailored to hotel and restaurant settings that incorporate these proteins into diverse meal formats, from energizing breakfasts and light snacks to recovery-focused dinners. Such dishes not only ensure adequate protein intake but also offer guests novelty, gastronomic diversity, and a personalized experience aligned with their lifestyle. The inclusion of plant-based proteins in hotel menus expands the potential target audience by attracting athletes, wellness tourists, vegetarians, vegans, and environmentally aware travelers. The article concludes that the integration of plant-derived proteins into hotel gastronomy is a strategic step toward enhancing competitiveness, diversifying the customer base, and creating an innovative, client-oriented image. By adopting these nutritional practices, hotels can simultaneously address contemporary health trends, contribute to sustainable development, and offer guests added value that goes beyond traditional accommodation and dining services.
Copyright (c) 2025 Тетяна СИЛЬЧУК , Ольга ПУШКА , Елір КУЦИЙ https://creativecommons.org/licenses/by/4.0
INVESTMENTS IN HUMAN CAPITAL DEVELOPMENT AND THEIR IMPACT ON BUSINESS RESILIENCE DURING ECONOMIC SHOCKS
The article examines the impact of investments in human capital development on enterprise resilience under economic and security shocks, particularly within the context of the war in Ukraine and the transformation of the global economic environment. It substantiates the thesis that employee development is a key factor in ensuring competitiveness and organisational adaptability, enabling firms to operate under uncertainty, maintain business continuity, and recover quickly after crises. The study highlights that traditional personnel management approaches are being replaced by strategic investment in employee competencies, fostering a culture of continuous learning, digital literacy, psychological resilience, and leadership capabilities. The paper synthesises findings from contemporary international and Ukrainian research on the relationship between human capital development and organisational resilience. It reviews practices of Ukrainian and global companies, demonstrating that systematic and large-scale programmes for professional training, retraining, and employee support correlate with operational stability, retention of key specialists, and the ability to implement innovative solutions. The authors propose a human-capital-based resilience assessment matrix that enables measuring the impact of staff development investments on organisational adaptability. An empirical analysis of open data from nine leading Ukrainian companies across different sectors confirms the positive effect of human capital investment on firms’ ability to operate under uncertainty and restore performance in the post-crisis period. The results emphasise the need to establish a comprehensive human capital development policy at both enterprise and national levels, alongside creating institutional conditions that support continuous learning, digital transformation, and employee psychological wellbeing. The study outlines future research directions, including developing standardised resilience assessment indicators, expanding the empirical evidence base, and deepening the analysis of causal links between human capital investments and enterprise performance.
Copyright (c) 2025 Роксолана ВИННИЧУК , Мирослав СУФЕЛЯК , Віталій ЗАХАРЧУК https://creativecommons.org/licenses/by/4.0