Development Service Industry Management

ORGANIZATIONAL MANAGEMENT: NEW ASPECTS IN THE FIELD OF SMALL BUSINESS MANAGEMENT

2025-05-19T13:20:16+03:00

The study acknowledges that economic sustainability within an enterprise represents a dynamic and complex construct, defined as the organization's capacity to adapt to external environmental fluctuations while efficiently utilizing internal resources to maintain operational stability and foster long-term development. The research demonstrates that the core elements of economic resilience encompass both internal (financial, human, and material resources) and external (macro-environmental influences) factors, which must be strategically integrated to ensure the enterprise’s viability under conditions of uncertainty and risk.

A well-structured economic sustainability management system is identified as a critical mechanism for maintaining organizational stability amid continuous environmental volatility. It is emphasized that economic sustainability should not be perceived as a static condition but rather as an ongoing, adaptive process necessitating regular review and responsiveness to changing circumstances.

The foundational principles guiding such a system include comprehensiveness, adaptability, pragmatism, and efficiency, which collectively mandate the consideration of all relevant internal and external determinants. The enterprise’s ability to promptly respond to market dynamics and flexibly recalibrate its strategic trajectory is highlighted as a key factor of resilience. Furthermore, the management system’s primary functions include continuous financial monitoring, the anticipation of potential threats, and the formulation of robust instruments to sustain enterprise stability.

The application of a systems-based approach, combined with adaptive management techniques, significantly enhances the potential to achieve higher levels of economic resilience in turbulent business environments. Evaluating the economic sustainability status of an enterprise is a pivotal managerial function, as it facilitates the identification of existing vulnerabilities and the assessment of actual prospects for advancement.

In this context, the study synthesizes current and relevant insights while proposing targeted strategies for managing the economic sustainability of small and medium-sized enterprises (SMEs), particularly under wartime conditions. Consequently, it advocates for the governance of economic sustainability to be grounded in the principles of systematicity, adaptability, integrality, continuity, economic rationality, optimality, alignment with environmental conditions, and strategic foresight.

BUSINESS PROCESS MANAGEMENT OF THE ENTERPRISE IN THE MANAGEMENT SYSTEM: THEORETICAL FOUNDATIONS AND PROSPECTS

2025-05-19T16:03:12+03:00

The article explores the theoretical and methodological foundations of business process management (BPM) as a modern approach to enterprise governance aimed at enhancing efficiency, adaptability, and competitiveness in a dynamic market environment.

The study examines the evolution of the process-based management paradigm, emphasizing its systemic and integrative nature. Particular attention is paid to the interpretation of business processes by prominent scholars and to the mechanisms of their identification, modeling, analysis, improvement, and control as fundamental stages of BPM implementation.

The paper synthesizes the viewpoints of both international and Ukrainian researchers, whose contributions shaped the conceptual landscape of process-oriented management. Furthermore, the study outlines current trends in BPM development, such as digital transformation, customer-centricity, process automation, and the increasing role of analytics in decision-making. It is argued that the process approach allows organizations to optimize resource utilization, reduce transaction costs, improve product and service quality, and enhance client satisfaction.

The interrelation between business process structures and the strategic objectives of enterprises is analyzed in detail. It has been established that process management is an integrated mechanism for implementing the enterprise strategy through specific processes, which allows to move from declarative strategic management to its practical implementation.

The article concludes that process management constitutes a vital management technology, enabling enterprises to maintain flexibility and resilience, achieve operational excellence, and sustain long-term growth in the face of market volatility and technological change.

FORMAL SCENARIOS OF AN ENTERPRISE DEVELOPMENT

2025-05-19T16:15:35+03:00

The concepts of development and enterprise development are examined. Existing viewpoints on the essence of enterprise development are shown. Feasibility of formalizing enterprise development in the form of specific evaluations or other generalizations of its progress is demonstrated. Existing approaches to assessing enterprise development are outlined. Due to a synthetic nature of enterprise development assessments in most evaluation approaches, the need for further research on the formalization of enterprise development, including usage of scenario-based tools, is substantiated.

Various types of enterprise development are highlighted, including organizational, economic, socio-economic, innovative, and sustainable development. The concept of enterprise development is visualized within a coordinate system with separate axes for timeline, enterprise competencies, and qualitative characteristics. It is shown that the combination of differences in such indicators across various axes determines different trajectories of enterprise development.

A symbolic framework is developed for formalizing an enterprise development scenario using the relationship of differences across specific coordinates representing the progress of enterprise development. It is argued that enterprise development should only be tracked if its duration exceeds a certain minimum time threshold. The larger the enterprise, the longer this minimum time required to identify its development.

General positive and neutral formal scenarios of enterprise development are identified, along with their characteristics under different conditions of the relationship between differences in specific coordinates representing the progress of enterprise development, which have a positive qualitative assessment. General negative and conditionally negative formal scenarios of enterprise development are also identified, with their characteristics outlined based on different conditions of the relationship between differences in specific coordinates representing the progress of enterprise development, which have a negative qualitative assessment.

EVOLUTION AND CURRENT TRENDS OF CONTROLLING IN ENTERPRISE MANAGEMENT

2025-05-19T16:29:57+03:00

Under conditions of high turbulence, digital transformation and global competition, Ukrainian enterprises are compelled to seek integrated mechanisms capable of supporting operational resilience while ensuring strategic agility. Controlling emerges as a key instrument that combines financial and non-financial metrics, thereby supporting evidence-based managerial decisions.

Despite the acknowledged effectiveness of controlling in global practice, its implementation in Ukraine remains fragmented: qualified personnel are scarce, digital systems are only partially integrated, and a results-measurement culture is still taking shape. These factors diminish business adaptability in times of crisis and rapid change.

This research seeks to systematise the stages of controlling evolution, outline current development trends, and identify barriers to integrating controlling systems into the management of Ukrainian enterprises.

The article analyses: (1) the genesis of controlling from financial control to digital analytics platforms; (2) the role of ERP, BI, and Big Data technologies in creating a unified information environment; (3) the integration of ESG indicators into the strategic controlling system; and (4) organisational and HR challenges of implementing controlling in Ukraine. A phased model for the digital transformation of the controlling function is proposed, encompassing staff competence development, data standardisation, and the introduction of scenario planning.

Controlling has proven its ability to enhance transparency and managerial effectiveness, yet its potential in Ukraine is not fully realised. Overcoming existing barriers will require a combination of state support for digitalisation, corporate training programmes, and the deployment of adaptive analytical tools that transform controlling from an “island” of reporting into the core of strategic enterprise development.

AGILE BUDGETING FOR DEVELOPMENT PROJECTS IN THE HOSPITALITY INDUSTRY: MASTERING FINANCIAL FLEXIBILITY

2025-05-19T16:41:37+03:00

The article is focused on the study of the peculiarities of financial management of development projects in the hospitality industry based on Agile principles and the use of structured agile budgeting to form adaptive budgets. The authors argue that in the face of rapid changes in the hospitality market, traditional budgeting methods often become unviable and cause budget overruns and/or project failure. The reasons for this situation are that they are static and do not take into account the requirement to respond quickly to changes, which significantly limits the development opportunities of companies. The hospitality industry, in turn, is one of the sectors where the effectiveness of project implementation largely depends on the ability to respond to changes in consumer needs, new market trends, and newly emerging innovations.

The article identifies the key features of Agile financial management in projects: iterative financing; prioritization of costs through MVP (Minimum Viable Product), ensuring that the most valuable and customer-oriented functions receive primary funding; adaptability through the ability to redirect funds depending on changes in priorities, customer requests; transparency and control through regular meetings of the project team and stakeholders; and a focus on customer value. As a result, the authors propose the formation of adaptive budgets using the Structured Agile Budgeting Core Process (SABP). The article examines the SABP process on the example of the reconstruction of a hotel and restaurant complex, specifically outlining the characteristics of its key stages: Multi-Level Budgeting and division of the process into strategic and tactical levels; building an Agile Responsibility Model; Multi-Level Budgeting; Extended Partial Budgeting Process. According to the authors, the agile approach to project budgeting enables not only effective financial resource management, but also provides a high level of adaptability to change, which is crucial for success in a dynamic environment.

ECONOMIC SUSTAINABILITY MANAGEMENT MECHANISM: SPECIFICS OF SMALL AND MEDIUM-SIZED BUSINESSES

2025-05-19T16:53:47+03:00

The study analyzes the issues of forming and implementing state policy to ensure the development of small and medium-sized businesses in the country. The focus is on the issues of ensuring the economic sustainability of small and medium-sized businesses. It is shown that representatives of this sector of the national economy have their own characteristics, associated with both advantages (high mobility, lower investments in creating and starting an activity, the possibility of using a simplified taxation and accounting system, preferential budget, credit, investment and other support programs), and the shortcomings (lower financial stability and safety margin, lower financial and resource capabilities, higher dependence on external environmental factors and conditions) of their management. However, the key conclusion is formed regarding the lower financial and economic resilience of small and medium-sized enterprises in terms of reducing their economic stability. The purpose of the article is to generalize and further develop methodological and applied principles and provisions of state policy regarding the formation and implementation of a mechanism for managing the economic stability of small and medium-sized business entities. The factors that weaken the economic stability of representatives of the small and medium-sized business sector in Ukraine in war conditions are indicated. The provisions have been developed, the concept, sequence and elemental composition of the mechanism for ensuring economic sustainability in the small and medium-sized business sector of Ukraine have been determined. Particular attention is paid to the factors of financial and innovative and technological support for the development and strengthening of the competitive positions of representatives of the analyzed sector of the economy.

MODERN TECHNOLOGIES OF CRYPTOCURRENCY ANALYTICS

2025-04-03T12:56:50+03:00

The article provides an analytical review of modern technologies for analyzing cryptocurrencies. It is established that for effective forecasting of cryptocurrency markets it is necessary to use a wide range of tools that provide an integrated approach to analysis.

It is found that today such well-known analytical platforms as CoinMarketCap, Glassnode, CoinGlass, as well as other systems for cryptocurrency analysis offer significant functionality. The article highlights the main functionalities and features of these platforms, describes their interface, and also indicates their advantages and disadvantages. A comparative characterization of the considered platforms is carried out according to the following criteria: data analysis; integration with other systems; availability of online metrics and social signals; forecasting efficiency and security. The comparison allowed us to determine that the most optimal choice for traders is platforms that integrate with other systems for in-depth analysis of market sentiment, such as Glassnode, CoinMarketCap. For tasks requiring high accuracy of forecasts, you should pay attention to CoinGlass. The article focuses on the use of artificial intelligence to analyze market sentiment, model price trends, and integrate analytical platforms for traders. It is established that artificial intelligence allows reducing investment risks and provides more accurate forecasting of price movements.

As a result, the author identifies the main trends in the development of cryptocurrency analytics technologies, among which the most important are the expansion of the functionality of platforms for integration and forecasting, as well as the introduction of new artificial intelligence tools to improve the accuracy of analysis.

ASPECTS OF PROVIDING CATERING SERVICES IN THE CONDITIONS OF RURAL TOURISM IN POLTAVA REGION

2025-05-19T17:21:55+03:00

The article examines the peculiarities of providing catering services in the context of rural tourism in the Poltava region, in particular, the use of local products, traditional cooking technologies and the impact of modern gastronomic trends on the development of tourist settlements in the region. Domestic and foreign scientific sources were studied, a literature review of current trends in rural tourism and gastronomy was conducted. The activities of tourist farms in Poltava region, in particular "Lyalina Svitlytsia", "Vesela Sadyba", "Kozatskyi Stan", "Staryi Khutir" and others, are analysed and their contribution to the promotion of authentic Poltava cuisine is determined. It is found that the food in these establishments is characterised by the use of local raw materials, seasonal ingredients and the introduction of sustainable practices in culinary production. Attention is paid to the activities of rural estates in the context of culinary trends, including «Local food», «Comfort food», «Go green», «Traditional cooking methods», «Vegan food». It is noted that such approaches contribute to environmental safety, support of local agriculture, preservation of cultural heritage and creation of competitive advantages of the region. The main challenges and prospects for the development of rural tourism in the Poltava region in the context of the war are considered. The main problems include limited access to resources, difficulties with logistics and reduced consumer solvency. At the same time, promising areas include the growing demand for organic food, the organisation of gastronomic festivals, government support for agritourism and the digitalisation of tourism services. Further research will focus on the development of rural tourism, assessing the effectiveness of the implementation of environmental standards in tourist food, and determining the role of local culinary traditions in creating an attractive tourist brand in the Poltava region.

ANALYTICAL SUPPORT FOR HOTEL YIELD MANAGEMENT

2025-05-01T11:35:25+03:00

As the popularity of home-sharing services grows among tourists, traditional accommodation methods are facing increased competition. The competitive advantage of short-term rentals is that much of this sector is in the informal economy and largely does not pay taxes, whereas the hotel industry is forced to do so. Such realities make this business model successful and more competitive than traditional hotel business models. According to the European Commission, the short-term rental segment accounts for more than 23% of the tourist accommodation sector and is growing rapidly. Due to the growing competition from short-term rentals, there is a threat of declining revenues for hotel businesses. This situation requires an increase in the efficiency of hotel yield management, which, accordingly, involves improving the quality of analytical support for managers.

The article investigates the competitive environment in the sphere of temporary accommodation of tourists; it assesses the positioning of hotels among other means of collective accommodation; it studies the foreign experience of using analytical tools to justify the decisions of hotel managers. Given the high level of informal economy of the hospitality industry in Ukraine and, accordingly, significant competition in the sector of temporary accommodation of tourists, we believe it is advisable in the practice of analytical work of domestic managers of hotel business to determine the KPI of yield management, which are used in foreign practice, and to conduct a factor analysis of these indicators using traditional methods of economic analysis. The results of such analyses will allow hotel managers to make informed decisions in order to increase revenues from the room stock operation.

MODERN HOSPITALITY MODELS IN THE INTERNATIONAL HOTEL AND RESTAURANT BUSINESS

2025-05-19T17:40:15+03:00

The article examines modern hospitality models used in the international hotel and restaurant business, their essence, features and impact on improving the quality of service. The author emphasizes the relevance of the topic in the context of global competition, changing consumer preferences and the rapid introduction of technological innovations in the hospitality industry. Particular attention is paid to the analysis of key hospitality concepts. The article reveals in detail their characteristics, advantages, as well as practical aspects of implementation in the work of international hotel chains.

Based on the research conducted, recommendations have been developed for the implementation of these models in the activities of hotel and restaurant businesses. These recommendations are aimed at increasing guest satisfaction, forming customer loyalty, improving reputation and strengthening competitive positions in the international market.

At the end of the article, the importance of a comprehensive approach to the implementation of modern hospitality models is emphasized, and the prospects for further research related to the adaptation of innovative solutions to market conditions and cultural characteristics of target audiences are indicated.

The article used research methods such as the study and analysis of professional literature, comparison of various modern concepts of hospitality, and generalization of best practices of international hotel and restaurant chains. The use of these methods allowed to gain a deeper understanding of existing approaches, identify key features and trends in the industry, and suggest practical ways to implement effective service models.

DIAGNOSIS OF MANAGERS' COMPETENCIES: FOCUS ON INTERACTION WITH SUBORDINATES

2025-05-20T12:00:39+03:00

The article examines managerial qualities of leaders focused on subordinates in conditions of modern socio-economic challenges. The relevance of the research is due to the transformation of the management paradigm from authoritarian approaches to human-centric models and the necessity to adapt management practices to crisis phenomena caused by the full-scale russian invasion. The aim of the research is defined as an empirical study of the essential managerial qualities of municipal enterprise leaders directed at effective interaction with subordinates. The research methodology is based on a comprehensive ascertaining experiment using adapted assessment techniques for social and emotional intelligence (SEI), motivational qualities and management style (according to R. Blake and J. Mouton's methodology). The experimental group consisted of 30 heads of departments and divisions of a municipal enterprise aged between 30 and 65 years. The research results revealed the predominance of medium and low levels of emotional and social intelligence among the surveyed managers (40% – medium, 27% – low), which correlates with similar indicators of motivational qualities (47% – medium, 37% – low). The dominance of an authoritarian management style (30%) with a relatively high level of flexibility (56%) in adapting to different management situations was established. At the same time, indicators related to partnership approach (24%) and delegation of authority (20%) remain at an insufficient level. Analysis of the results allowed identifying the relationship between stressful conditions caused by economic instability and martial law, and the decreased ability of managers to effectively understand and manage emotions, adequately respond to the needs of subordinates and maintain their motivation. This leads to the formation of an atmosphere of distrust, limited communication and reduced team productivity. The practical significance of the research lies in substantiating the need to develop specialised programmes for the development of managerial qualities oriented towards subordinates, taking into account the specifics of functioning in crisis conditions. The obtained results can be used in formulating strategies to improve the management efficiency of municipal enterprises and developing training programmes for managers.

THE FUNCTION OF MOTIVATION IN THE MANAGEMENT OF ENTERPRISE SECURITY: THEORETICAL BACKGROUND

2025-05-20T12:11:19+03:00

Significant changes in the external and internal environments of domestic enterprises have led to the emergence and intensification of a new type of enterprise activity — its security. Security as a new functional aspect of enterprise activity becomes an object of management, where motivation plays a crucial role. This article clarifies the concepts of motive, work motivation, employee motivation, employee stimulation, and employee encouragement. In the context of managing enterprise activity, particular attention is paid to staff motivation. The paper analyzes the characteristics, limitations, and practical applicability of two main approaches to understanding employee motivation — the personalized and the incentive-based approaches. The limitations of content and process theories of motivation as theoretical foundations for securing enterprise activity highlight the need for an alternative explanation. It is proposed to interpret the essence of motivation through the lens of microsociology and P. Blau’s exchange theory at the macro level. According to these perspectives, motivation in ensuring enterprise security is based on reciprocal interaction between the employee and the enterprise, where both parties offer value or resources expecting mutual benefit. The article also addresses the impact of cognitive distortions on this interaction, which hinder both parties from objectively evaluating the benefits and costs involved. The theoretical insights provided — grounded in microsociological theory, exchange theory, and the behavioral paradigm — should be further operationalized to develop effective models and mechanisms for motivating enterprise security.

FEATURES OF ACTIVITY OF CONSTRUCTION ENTERPRISES IN THE CONTEXT OF ENSURING ECONOMIC SECURITY

2025-05-20T14:29:36+03:00

Ensuring the economic security of an enterprise as a process represents a relatively new type of enterprise activity ‑ security-providing, the management of which is based on taking into account, first of all, the specific features of the economic activities of the enterprise. The article discusses the characteristic features of the construction industry, the specifics of construction products that are a direct, useful result of the production activities of construction enterprises, and the peculiarities of the activities of construction enterprises (large volume and significant variety of construction works, diversity of types and objects of construction, long duration of the construction process, etc.). The distinguishing feature of construction companies is their performance of various functions, which determine their legal status in the creation of construction products, somewhat enshrined in the current legislation of Ukraine (customer, developer, contractor, investor). The status of a business entity in construction determines all aspects of its activities ‑ from funding construction works at the site to the extent and type of responsibility for the results of the activities and accordingly affects approaches to ensuring economic security. The distinct feature of construction companies' activities is the multitude of sources of funding for a project, which is determined by its purpose (industrial facility, social infrastructure object, or residential building), the legal status of the construction company, and the necessity of attracting loan (debt) financing, which is a source of risks to the construction companies' operations. In the activities of construction companies, there are problematic situations and tasks that arise due to global and local challenges and require quick resolution as soon as possible. Problematic situations and tasks share a common feature ‑ the likelihood of transforming into specific threats to the activities of construction companies, which is high due to a number of conditions and circumstances, particularly the lack of necessary attention from owners and managers of construction companies to addressing problematic situations and tasks.

THE ROLE OF INFORMATION TECHNOLOGIES IN TOURISM DEVELOPMENT

2025-05-20T14:40:40+03:00

The article presents a classification of the main information technologies applied in tourism, including official websites, mobile applications, online booking platforms, CRM systems, social media integration, big data analytics, chatbots, artificial intelligence, and elements of virtual and augmented reality. The functions of IT in the tourism sector are defined, encompassing sales organization, communication, customer relationship management, analytics, marketing, logistics, and strategic planning. The current state of IT implementation in Ukraine’s tourism industry is analyzed. Despite a positive trend toward digitalization, several constraining factors are identified, such as insufficient IT competencies among employees, limited funding for innovations, and the lack of an integrated national strategy for digital development in the sector. A SWOT analysis clearly outlines strengths (existing IT infrastructure, customer openness to digital solutions), weaknesses (low personnel qualifications, lack of investment), opportunities (development of digital services, cooperation with tech companies), and threats (cybersecurity, high competition, technological backwardness of some enterprises). Based on the research findings, a number of practical recommendations are proposed for tourism companies to enhance their competitiveness through modern IT solutions. These include the implementation of CRM systems, AI-powered chatbots, decision-making analytics tools, online booking platforms, and the use of augmented and virtual reality technologies. The study also emphasizes the need for investment in digital staff education and the gradual, phased introduction of innovations with continuous evaluation of their effectiveness.

INFLUENCE OF «IT» AND MODERN EQUIPMENT ON THE TECHNOLOGY OF RESTAURANT PRODUCTION IN THE CONDITIONS OF IMPLEMENTATION OF HACCP

2025-05-20T15:01:28+03:00

Тhe article examines the impact of information technologies and modern equipment on the production technology of restaurant products under the conditions of the implementation of the HACCP system. The authors note that in the conditions of rapid technological development and increasing requirements for food safety, the HACCP system (Hazard Analysis and Critical Control Points) is becoming an integral part of quality control and product safety. The restaurant business, which operates in accordance with new standards, must adapt its technological processes, including the use of the latest information technologies and high-tech equipment.

The study examines the main aspects that ensure the efficiency of technological processes in the restaurant industry. In particular, the impact of innovative information systems on the optimization of production processes and ensuring food safety is investigated. Information technologies and process automation can significantly reduce the likelihood of errors and provide a high level of monitoring of critical points responsible for the quality and safety of products.

The study also analyzes the role of modern equipment in improving production technology in the restaurant business. High-precision technologies, automated systems and modern equipment allow for more effective control of product quality at all stages of production. The implementation of such technologies requires appropriate personnel qualifications and adaptation of production processes to new conditions.

The authors note that one of the key aspects is the relationship between digital tools, technical innovations and the effectiveness of implementing HACCP principles. The integration of modern software solutions into the production processes of restaurant establishments provides automated management of critical points and timely detection of violations, which allows significantly reducing risks and ensuring compliance with safety standards.

As a result of the study, the authors proposed practical recommendations for integrating the latest technologies into restaurant processes, which will contribute to increasing the level of safety and product quality. Prospects for further research are related to a more in-depth study of the impact of automation and digitalization on the effectiveness of HACCP system management, as well as the development of new tools to improve control over production processes in the industry.

EFFICIENCY OF USING MARKETING TOOLS FOR THE DEVELOPMENT OF SMALL AND MEDIUM-SIZED BUSINESSES

2025-05-20T15:10:06+03:00

Ukrainian economy is in a state of high instability due to military aggression, which slows down the development of SMEs. Management is looking for effective marketing tools to maintain competitiveness, expand markets and attract customers. The implementation of targeted advertising on social media is becoming increasingly important.

Online advertising, especially on social media, is very popular. In Ukraine, over 29 million internet users, about 50% of whom are social media users. This creates significant potential for the development of Ukrainian SMEs through targeted advertising.

Targeted Meta Ads (Facebook, Instagram, Messenger, Audience Network) is an effective tool that provides automation, personalisation and reporting, allowing for the most efficient use of the advertising budget.

However, SMEs face disadvantages of Meta Ads: high requirements for targeting specialists, high content competition, Meta policy restrictions, use of personal data. Identifying and overcoming these shortcomings will increase the effectiveness of marketing communications.

The purpose of the study is to theoretically and practically substantiate the effectiveness of marketing tools for the development of SMEs in unstable conditions.

Analysis of social media popularity in Ukraine shows that Facebook and Instagram have the greatest potential for targeted advertising due to the versatility of Meta Ads. AI-powered tools like Advantage+ Campaigns, Advantage+ Shopping Campaigns, and Custom Audiences automate advertising. However, the complexity of settings, competition, and ethical aspects of data use require practical recommendations: campaign goal selection, automatic budget allocation, use of Lookalike and Advantage+, creative adaptation, regular analytics, compliance with Meta policy, monitoring updates, engaging experts.

The study confirmed that Meta Ads is one of the most effective targeted advertising tools for SMEs in Ukraine. Unique platform features such as Advantage+ Campaigns, Audience Network, and integration with the Meta ecosystem ensure automation, personalisation, high targeting accuracy, and ROI.

Key advantages of Meta Ads identified: flexibility in ad placement, a wide range of formats, AI-powered automation, detailed analytics. Custom and Lookalike Audiences effectively expand reach and tailor campaigns to business needs.

Drawbacks limiting Meta Ads use: strict content policy, high competition, complexity of setup and optimisation, ethical challenges of personal data use.

Prospects for further research: developing recommendations for adapting Meta Ads to the Ukrainian market, studying the effectiveness of new features (Advantage+ Shopping Campaigns) across industries. Successful implementation of recommendations will improve advertising campaign effectiveness and SME competitiveness in Ukraine.

FORMATION OF INNOVATIVE STRATEGIES FOR THE DEVELOPMENT OF DOMESTIC BUSINESS IN THE CONTEXT OF DIGITALIZATION

2025-05-20T15:17:45+03:00

In the context of globalization and the rapid advancement of digital technologies, the global economy is undergoing profound transformations that significantly impact the operations of enterprises across various industries. Digitalization has emerged as a key driver of change, offering new opportunities to improve business process efficiency, create innovative products and services, and strengthen competitive market positions. For Ukrainian businesses, digital transformation is not only a challenge but also a crucial condition for qualitative growth, enabling effective responses to external challenges and the utilization of cutting-edge technological advancements.

The implementation of digital solutions facilitates the optimization of production and management processes, cost reduction, increased customer orientation, and organizational flexibility. However, this transformation process also presents several challenges, such as limited financial resources, insufficient staff training, resistance to change, and shortcomings in the regulatory environment. Therefore, studying the mechanisms for developing innovative business strategies in the digital age is especially relevant.

The aim of this article is to analyze the theoretical and practical aspects of forming innovation-driven development strategies for enterprises amid digital transformation. The authors examine current digitalization trends, including automation, cloud technologies, the Internet of Things (IoT), blockchain implementation, and the growing use of digital platforms, particularly in e-commerce. Considerable attention is given to the historical evolution of innovation strategies — from a focus on technological improvements to the creation of new business models and flexible organizational structures.

The paper outlines key challenges facing Ukrainian enterprises in their digital transformation journey and highlights promising prospects, such as increased government support, access to international innovation funding programs, and the growth of startup ecosystems. The article proposes ways for enterprises to adapt to new conditions through investment in digital culture, personnel training, and the adoption of successful international practices. This will help ensure long-term competitiveness and integrate Ukrainian businesses into global digital processes.

THE SYNERGY OF AGILE APPROACH AND LOW-CODE TECHNOLOGIES AS A DRIVER OF ENTERPRISE ADAPTABILITY UNDER CRISIS CONDITIONS

2025-05-01T21:10:31+03:00

This article explores modern approaches to ensuring the continuity of digital business operations in high-risk environments, particularly during wartime and under conditions of economic uncertainty. It presents an interdisciplinary analysis of the synergistic integration of three essential components of contemporary innovation management: Agile methodologies, low-code development platforms, and cloud technologies. The author argues that the comprehensive implementation of these tools enables organizations to rapidly adapt to dynamic external conditions, reduce time-to-market and resource costs for digital service delivery, and enhance the resilience of business processes.

Special attention is given to practical case studies from international and Ukrainian companies, particularly within the context of limited infrastructure access, IT talent shortages, and team relocation. The role of cloud infrastructure in supporting fault-tolerant digital services is emphasized, along with the importance of telemetry tools for managerial monitoring, evaluating feature adoption, and enabling data-driven strategic decision-making. The empirical component includes an assessment of key effectiveness metrics such as Time-to-Market, Velocity, Defect Rate, and Customer Satisfaction (CSAT), which quantitatively confirm the benefits of the integrated approach.

The article also identifies managerial mechanisms for maintaining digital resilience, including adaptive planning, the use of KPIs, telemetry-based insights, and the implementation of OKR frameworks in Agile teams. Based on the findings, practical recommendations are proposed for enterprise leaders considering the adoption of low-code platforms in combination with Agile practices and cloud infrastructure, aiming to reduce technology dependency, accelerate digital transformation, and strengthen economic security in turbulent conditions.

FORMING A MANAGERIAL TEAM FOR STRENGTHENING POTENTIAL OF AN ENTERPRISE ECONOMIC SECURISTY SYSTEM

2025-05-20T15:31:23+03:00

Concept of potential in a general scientific sense, as well as an enterprise's economic security system are examined. That allowed proposing an interpretation of a concept of potential of the enterprise's economic security system. Organization of a team aimed at strengthening potential of the enterprise's economic security system is proposed based on identified components, in particular: a defined position within an organizational structure of an enterprise, providing rhythm, regularity, and consistency of activity, and ensuring complementarity and coordinated actions of the team members.

To enhance potential of the enterprise's economic security system, it is proposed to form a group composed of representatives from different departments of the enterprise. Such an approach will ensure the interdisciplinary and comprehensive nature of the group’s work. Providing the rhythm, regularity, and consistency of this group’s work should be supported by its regular meetings with planning and reporting on achieved results. To ensure complementarity and coordinated actions of the team members in strengthening the economic security system’s potential, it is recommended to use R. Belbin’s well-known team role model. Each team member’s tasks are defined in the context of enhancing potential of the enterprise's economic security system.

Three fundamentally different tasks for strengthening potential of the enterprise's economic security system are identified — organizing the team’s work and coordinating efforts of its members; developing and analyzing ideas, formulating proposals; implementing planned actions and carrying out specific activities. A corresponding distribution of these tasks is proposed among the team members (according to R. Belbin).

To simplify and accelerate strengthening of the enterprise's economic security system potential, specific types of support are suggested. These types of support include consulting, informational, training and educational, financial and material, change management, and relational support. For each proposed type of support its essence is described, its necessity is substantiated, and expected consequences of its absence are outlined.

THE IMPORTANCE OF MANAGEMENT INTERNET TECHNOLOGIES IN BUSINESS

2025-05-20T15:37:41+03:00

The article examines the importance and role of managerial Internet technologies in business as a key digital tool for optimizing management processes to increase the efficiency of an enterprise in any field of activity. It is emphasized that the importance of Internet technologies is manifested in the systemic understanding of information, communication technologies and various services, based on which managerial activities are carried out on the Internet. The percentage of the number of enterprises using ERP, CRM and BI software for business is given. It is considered that managerial Internet technologies cover a wide range of tools, including enterprise resource management systems (ERP), customer relationship management systems (CRM), supply chain management systems (SCM), business analytics (BI), cloud servers and project management tools. It is emphasized that the use of Internet capabilities is manifested in the potential impact on control, coordination and interaction with customers using Internet technologies, which play a key role in modern business. It is found that the above advantages of using Internet technology in business are becoming essential for the formation of a modern vision of the enterprise's activities. Successful digital transformation depends not only on technical implementations, but also on factors such as organizational culture, management approaches, and the ability of enterprises to adapt to change. It is argued that thanks to managerial Internet technologies, it is possible to implement a new concept of organizing processes in business with access to all the information necessary for performing their professional functions using the Internet.

AI-INFLUENCERS AND ARTIFICIAL INTELLIGENCE IN MARKETING

2025-05-20T15:46:32+03:00

The theoretical foundations of influencers’ activities and their social impact are presented. Theoretical foundations of functioning and distinctive features of AI influencers are generalized. Analysis of existing research of AI influencers’ activities in Ukraine has been conducted.

A brief evolution of influencers in the 20^th and 21^st centuries is shown, with an emphasis on creation and functioning of AI influencers. It is demonstrated that virtual characters have evolved from symbolic entertainment figures to fully-fledged communication agents capable of influencing consumer behavior in real marketing environment. Chronological stages in the evolution of AI influencers are outlined — from early prerequisites and experimental media to commercial influencers and modern virtual personalities. The main characteristics of an AI influencer are identified and described, including features defined by their virtual nature, socio-psychological characteristics, technological traits, marketing advantages, and communicative features.

A comparison between AI influencers and real-life bloggers based on audience size has been conducted, showing that AI influencers have audiences currently comparable to those of human influencers. Key research metrics for comparing AI influencers and human influencers are proposed and described, including the integral account quality index, engagement rate, percentage of real followers, percentage of mass followers, follower growth, and posting frequency.

Using these key metrics, a comparison between human influencers and AI influencers was carried out. It is substantiated that AI influencers are not inferior, in general, to human influencers based on the selected characteristics for analysis and even outperform them in certain aspects.

The key advantages of AI influencers are identified, including consistent control, visual quality, scalability, audience quality, reputation safety, content automation, and adaptability to trends.

STRATEGIC MANAGEMENT OF BUSINESS PROMOTION IN THE DIGITAL ENVIRONMENT: THEORETICAL FOUNDATIONS AND PRACTICAL TOOLS

2025-05-20T15:56:09+03:00

The paper examines the theoretical foundations of business promotion in the digital environment within the framework of strategic management. Based on the research findings, it synthesizes the key distinctions between the concepts of “promotion” and “marketing communications”, clarifies the definition of the promotion mix as an economic category, and identifies its main components, as well as indicates specific features of business promotion in the digital space. It is substantiated that the selection of digital channels and tools for promoting a company’s products and services should be carried out with consideration of the business’s specific characteristics, the product life cycle stage, the business objectives, and the prevailing market conditions.

The classification of digital promotion channels has been expanded based on the criterion of ownership and control, which implies a division into owned, paid (external), and earned channels within the operational context of contemporary business organizations. It examines the characteristics of business promotion tools in the digital environment within these categories, and generalizes the key factors for their effective implementation. It can be concluded that the prerequisite for effective digital promotion of a brand, product, or service is the integration of these types of channels through a coherent promotion strategy supported by analytics and process automation.

THE IMPACT OF STRATEGIC HUMAN CAPITAL MANAGEMENT ON THE DEVELOPMENT OF ORGANIZATIONAL STRATEGIC CAPABILITIES

2025-05-20T16:06:03+03:00

The article analyzes the relationship between human capital management (HCM) flexibility and the development of an organization's strategic human capabilities in a changing competitive environment. The study focuses on the role of strategically-oriented HCM and HCM flexibility in forming competitive advantages through strategic human capabilities. The authors define strategic human capabilities as an essential outcome of human resource management at the organizational level, which directly influences the organization's performance. Specifically, it is noted that the flexibility of HCM practices is a crucial factor that not only enhances employee performance but also mediates the relationship between strategically-oriented human resource management and the development of an organization's strategic human capabilities. The strategic importance of personnel, defined by their value in achieving the organization’s strategic goals, positively affects this relationship and strengthens the effectiveness of HCM flexibility in developing employees' capabilities. Based on research, it is proven that organizations focusing on the development of strategic human capabilities demonstrate higher levels of competitiveness and organizational effectiveness. The study also confirms the importance of strategically-oriented HCM as the foundation for developing strategic capabilities and competitive advantages. It is concluded that to achieve sustainable competitive advantage, organizations must invest in HCM flexibility and foster the development of adaptive HCM systems capable of responding to external environmental changes. The results of the study can be valuable for further academic research and practical implementation in organizations aiming to enhance strategic effectiveness through human capital development.

INNOVATIVE AND TECHNOLOGICAL FILLING OF MARKETING STRATEGIES FOR BUSINESS COMPETITIVENESS IN THE SERVICES SECTOR

2025-05-20T16:15:12+03:00

The article focuses on the features of business development in the services sector, a distinctive feature of which is a fairly high level of personalization in working with the target audience. It is noted that this requires qualified formation of a marketing strategy to implement the tasks of segmentation, market targeting and positioning of value propositions in the form of services on it. Their content and quality should meet the consumer's needs as fully as possible - this is a necessary condition for the competitiveness of business in the services sector. It is emphasized that for this, the marketing strategy should ensure the growth of the company's recognition (to increase its presence in the market) and increase the economic efficiency of the business - thanks to a method of positioning services relevant to target audiences and reasonable forms and methods of stimulating their implementation. With high variability of consumer needs, the marketing strategy should be based on technologies that will ensure the proactivity of the service producer in working with target groups of consumers. Such proactivity is achieved by using innovative digital technologies that can solve many different tasks associated with significant data sets. It is important to use them with maximum efficiency in each market context. The paper describes the most common innovative digital technologies used in the field of marketing, highlighting those that are effective for implementing strategic marketing tasks. It is noted that the use of certain technologies depends on the type of marketing strategy, which is formed in relation to the strategic goals of the business in the context of the chosen competitive strategy. Examples are given and the feasibility of such a choice for the hotel business is argued.

TOURISM SPHERE, TOURISM INDUSTRY, AND TOURISM BRANCH: INTERPRETATION AND INTERRELATION OF CONCEPTS

2025-03-14T01:35:05+02:00

The article examines the content and relationship of “tourism sphere”, “tourism industry”, and “tourism branch” concepts. Their main characteristics are determined and the peculiarities of interpretation in scientific literature and regulatory documents are analyzed. The relevance of the study is due to the lack of a single approach to defining these concepts, which creates difficulties in scientific research, state regulation and statistical accounting of tourism activities. The main scientific approaches to defining tourism are considered and it is proposed to consider it as a complex concept that includes not only the individual visitor, but also enterprises that create conditions for comfortable recreation and the state that creates attractive conditions for enterprises in the tourism sector, and they, in turn, create comfortable conditions for visitors to restore their psycho-emotional and physical strength. It has been established that the tourism sphere is an environment for the formation of state policy, where the legal, organizational and socio-economic principles of the functioning of tourism and other types of economic activities business entities are determined, which, in consolidation with tourism resources, create a tourism product, contributing to the effective preservation and development of the historical and cultural potential of the state, environmental protection, increasing the level of national economy innovation, influencing the harmonization of international relations. In contrast, the tourism industry is more focused on tourism and related organizations in harmony and synthesis with the natural environment, man-made and non-man-made cultural monuments and the heritage of the people. As for the tourism branch, it is a set of operating business entities that directly influence and ensure the intensive development of related sectors of the economy and the development of the tourism sector infrastructure. The mechanism of the relationship between tourism sphere, tourism industry, and tourism branch in the process of forming a complex tourism product is visualized. The results of the study can be used to improve the terminological base of tourism, develop strategies for the development of the tourism sector, and form an effective system for managing tourism activities.

PROSPECTS FOR THE DEVELOPMENT OF GREEN HOTEL BUSINESS IN MODERN REALITIES

2025-03-24T22:56:23+02:00

The article examines the relevance and prospects for the development of greening of enterprises in the hotel industry of Ukraine as an important area of innovation in the context of sustainable development of the tourism industry.

The article is aimed at studying the current trends and prospects of greening the enterprises of the hotel industry in Ukraine, as well as identifying the key areas for the introduction of ‘green’ technologies in the activities of accommodation facilities in the context of ensuring sustainable development of the tourism industry.

The author emphasises the main factors that determine the implementation of environmental initiatives in the hotel business, in particular: the perception of owners and managers, government regulation, consumer support and economic benefits for enterprises. The article also focuses on the importance of environmental certification of accommodation facilities for increasing the competitiveness of hotel companies and meeting the growing demand for environmentally responsible accommodation services.

The importance of eco-design as one of the key criteria of a green hotel, which directly affects the optimisation of resource use and reduction of negative impact on human health, is emphasised. The author discusses the obstacles and opportunities for implementing sustainability standards in the hotel industry, including the financial constraints of small and medium-sized hotels compared to chain hotels, and the position of customers who are focused on comfort and price rather than environmental friendliness. The author also emphasises the impact of martial law in the country as a fundamental barrier to the transition to green hospitality, which forces business owners to focus on restoring facilities rather than investing in environmental initiatives.

THEORETICAL AND METHODOLOGICAL ANALYSIS OF SCIENTIFIC APPROACHES TO DEFINING THE CATEGORIES OF «LEISURE» AND «EVENT» IN THE CONTEXT OF TOURIST AND RECREATIONAL ACTIVITIES

2025-04-08T20:52:22+03:00

The article explores theoretical and methodological approaches to the concepts of “leisure” and “event” within the broader framework of tourism and recreational activities. The study presents an in-depth analysis of classical and contemporary theories from renowned scholars such as T. Parsons, J. Huizinga, and S. Freud. These concepts are investigated through sociological, psychological, and cultural lenses, allowing for a multidimensional understanding of leisure as a form of human activity. Leisure is defined not merely as time free from work or obligations, but as a vital sociocultural phenomenon that facilitates personal growth, the development of identity, socialization, and cultural enrichment. Furthermore, the article examines the evolution of event studies as a separate scientific field and emphasizes the growing importance of event management in tourism and recreational planning. Events are conceptualized as both planned activities and socio-cultural catalysts that have the potential to attract tourists, stimulate local economies, and foster civic pride. Particular emphasis is placed on the role of events in territorial branding and in shaping a region’s touristic appeal. The research also highlights the synergistic relationship between leisure and events as complementary domains that together enhance the quality and diversity of tourist experiences. By classifying various types of events—cultural, entertainment, business, and recreational—the study offers a systematic approach to understanding their potential in achieving sustainable tourism goals. The article concludes that a deep theoretical understanding of leisure and events contributes significantly to effective strategic planning and policy-making in the tourism and recreation sectors. Overall, the work contributes to the broader discourse on how leisure and events function as dynamic instruments in contemporary sociocultural transformation processes, particularly in the context of global tourism trends.

STUDYING THE IMPACT OF TRAVEL ON MENTAL WELL-BEING USING THE BIOGRAPHICAL METHOD (ON THE EXAMPLE OF FAMOUS HISTORICAL FIGURES)

2025-05-26T15:43:36+03:00

In the context of modern challenges related to globalisation, rapid and large-scale changes in lifestyles, urbanisation, political and economic instability and, accordingly, a significant increase in stress levels, especially in countries at war, the problem of preserving mental health is becoming increasingly important. Researching the impact of tourism on mental health (including the historical context) in order to further use the knowledge gained to ensure the overall well-being of people is particularly important for Ukraine, whose population has been under martial law for three years. Thanks to its diversity of products and integrated approach, tourism uses the available means as an effective complement to traditional psychotherapy methods, providing people with new opportunities for healing and growth. The article examines the impact of travel on a person's mental health using the biographical method (on the example of Alienora of Aquitaine, Danylo Palomnyk and Lesya Ukrainka) and determines whether these individuals belong to a certain type of traveller according to Stanley Plog's psychographic model.

The study focuses on the peculiarities of travel, its motives, reflection, and the impact of changing locations on physical, mental, and psychological health. The study once again emphasises the effectiveness of using tourism to improve mental health, as travel generates powerful emotions, shapes a person's worldview, character, intelligence, including emotional intelligence, enhances the cognitive capabilities of the brain, facilitates recovery from stress, forms social connections (according to modern Harvard University researchers, they are the most important factor in happiness), and creates many new opportunities for people to enjoy life. This is a particularly important task for Ukraine in the wartime and post-war periods, given the need for psychological rehabilitation of civilians and war veterans, as well as the country's strong tourism potential.

FACTORS OF DECISION-MAKING IN ENTERPRISE MANAGEMENT DURING MARTIAL LAW

2025-05-26T15:52:44+03:00

The purpose of the article is to substantiate the need to study a wide range of variable factors for making management decisions by small and medium-sized businesses and international companies in Ukraine under conditions of uncertainty.

The relevance of the topic is due to the fact that modern Ukrainian business operates under a high level of uncertainty caused by political, economic and security challenges. In such conditions, enterprises are forced to constantly adjust and adapt business strategies, which is impossible without taking into account changes in the external and internal environment and industry characteristics.

The study applies a systematic approach, methods of generalization, deduction, induction, and abstract and logical analysis. The nature and types of external, internal and market factors and the peculiarities of companies’ response to them are determined.

The results of an expert survey of business owners in the market of gardening equipment, which was conducted to obtain feedback, are analyzed. It is found that over the past two years, the «portrait» of the target audience and consumer preferences have changed, and entrepreneurs focus on maintaining market status and strengthening cooperation with the leader by expanding the service. Based on the data, the author suggests directions for adapting the business strategies of companies in the market of gardening equipment.

The results of the study are of practical importance for domestic enterprises and will become a starting point for further research on the decision-making process.

THEORETICAL ASPECTS OF IMPLEMENTING THE HACCP SYSTEM INTO THE TECHNOLOGICAL PROCESS OF PRODUCTION OF RESTAURANT PRODUCTS

2025-05-26T16:04:37+03:00

The article considers the implementation of the HACCP risk analysis and critical control point system in the technological process of restaurant enterprises, with an emphasis on the features and problems that arise in conditions of limited resources and the specifics of small and medium-sized businesses. It analyzes how HACCP standards can be adapted for the domestic restaurant sector, taking into account the flexibility of the menu, individual recipes and frequent changes in the product range. The article emphasizes the need for a comprehensive approach that includes organizational, personnel, technical and economic aspects.

Particular attention is paid to the key stages of HACCP implementation, such as raw material acceptance, product storage, technological processing and serving of dishes. At each of these stages, critical control points are identified that must be carefully monitored to minimize the risks of food contamination and ensure safety. Control methods are considered in detail, including temperature checks, separate storage of products and the sanitary condition of equipment.

The article also provides recommendations for the effective organization of production in domestic restaurant enterprises, including on the basis of available means and methods. Ways to solve the problem of lack of resources for the full implementation of the HACCP system are described.

The conclusion of the article formulates the authors' opinion on the importance of HACCP as a strategic tool for improving food safety, consumer confidence and competitiveness of restaurant enterprises. The prospects for using digital technologies to simplify control and optimize work processes, as well as the integration of the HACCP system with the concepts of sustainable development in the restaurant industry are considered.

DIRECTIONS FOR ENSURING THE ECONOMIC SECURITY OF ENTERPRISES IN THE CONDITIONS OF MARTIAL ARTS

2025-05-27T11:27:05+03:00

The article considers the importance of ensuring the economic security of domestic enterprises in conditions of instability and threats from the external environment. The increase in the influence of external risks, in particular geopolitical ones, which negatively affect the financial, energy and labor spheres as a result of the war is noted.

Studies indicate that in order to strengthen economic security, it is necessary to implement comprehensive measures that take into account the challenges of modernity, international assistance, reform of the regulatory environment, investments in infrastructure and the creation of a favorable business environment.

The development of directions for ensuring business sustainability in conditions of martial law requires both a strategic vision and a tactical approach taking into account the individual characteristics of enterprises. The development of economic security systems should be based on the integration of resources and adaptation to war conditions with the definition of priorities for post-war recovery.

Special attention is paid to the analysis of the impact of internal and external threats on economic security. The study substantiates the need to define a system of priorities for the stabilization, recovery and support of business entities in the real sector.

Modern instruments provided by the state and international partners are actively used within the framework of the Ukraine Facility initiative. An analysis of the capabilities of this program and the Ukraine Investment Framework project has been conducted. The main areas of support for the country's reconstruction have been identified - in particular, infrastructure, energy, as well as support for small and medium-sized businesses. Key priorities for strengthening security and recovery have been identified.

Systemic international assistance combined with the development of internal risk management mechanisms, financial instruments and control over the implementation of decisions allows creating conditions for stabilization.

SOCIAL RESPONSIBILITY OF CONSUMER SERVICES ENTITIES: FEATURES AND IMPLEMENTATION PRIORITIES

2025-05-27T17:04:43+03:00

The article focuses on the issues of forming and implementing a socially responsible policy by business entities. The specifics and relevance of planning and implementing socially oriented measures by enterprises operating in the field of consumer services are separately emphasized. The purpose of the study is to identify the features, as well as substantiation of priorities for implementing socially responsible behavior of consumer service entities. The study highlights transformational shifts in the priorities and directions for implementing socially responsible policy of consumer service enterprises in Ukraine under martial law. The features of socially responsible behavior of subjects in the sphere of consumer services are revealed. In particular, these include a high level of responsibility in ensuring employment of the population, including socially vulnerable categories of the population, demobilized and war veterans, and meeting the needs of the population in consumer services, ensuring inclusiveness in terms of the population's accessibility to consumer services, development of the infrastructure of territories and communities, etc. Priorities have been identified for the formation and implementation of socially responsible behavior of subjects in the consumer services sector, including improving responsibility to society, to their own personnel, to business partners, and to the territory of operation. The practical significance of the research results lies in the implementation of measures aimed at increasing the social efficiency of subjects in the sphere of consumer services. The scientific novelty of the research results lies in the further development of methodological and applied principles and provisions for managing the social responsibility of subjects in the sphere of consumer services.

CORPORATE CULTURE IN THE SYSTEM OF STRATEGIC DEVELOPMENT OF ENTREPRENEURIAL ENTITIES

2025-06-12T10:48:24+03:00

It is proven that in the current conditions of high competition, rapid transformations of the market environment, and growing requirements for management efficiency, corporate culture is one of the key intangible factors of the successful functioning of business entities. It shapes the values, management style, motivational climate and level of team cohesion, directly affecting organizations' sustainability and competitiveness. At the same time, in domestic practice, strategic management of corporate culture remains insufficiently developed, which significantly limits its potential as a resource for long-term business development. The article provides a theoretical generalization of approaches to forming corporate culture as a component of the strategic development of business structures. The author analyzes modern research covering a wide range of issues: from disclosing the essence and typology of corporate culture to its role in shaping adaptability, innovation and ethical environment in organizations. It is found that the key areas are the integration of corporate culture into the strategy of enterprises, its impact on human resources management and transformation under the influence of external challenges and innovations. A systematic approach to forming corporate culture, which includes five stages, is substantiated: Analytical and diagnostic stage, conceptual and target stage, strategic and planning stage, implementation stage, and control and correction stage. The proposed model ensures the adaptability and systematic nature of the process of corporate culture development, which is the key to sustainable strategic growth. It is substantiated that corporate culture is a vital strategic resource that determines the level of adaptability and competitiveness of enterprises. The need for further research on the development of methods for quantifying the impact of corporate culture on performance, as well as practical models of its transformation in the context of digitalization and globalization challenges, is highlighted.

FORMATION AND ENSURING SAFETY IN HOTEL AND RESTAURANT BUSINESS ENTERPRISES

2025-06-12T11:09:20+03:00

The article is devoted to the study of the issue of ensuring security at the enterprises of the hotel and restaurant business under martial law. The main threats that may affect the work of hotels and restaurants are highlighted. The fundamental provisions of the security system of hospitality industry establishments and the types of security systems are considered. It is proven that the correct application of the system increases the level of hotel and restaurant security, their rating and image. The implementation of new trends in the field of security requires careful planning, investment and constant updating. A model for the formation of the competencies of security service specialists in hotel and restaurant business establishments is proposed. It was found that for effective management of a hotel and restaurant business during wartime, it is necessary to develop a comprehensive strategy that takes into account all aspects of security and economic sustainability. The key elements of such a strategy are ensuring the safety of guests and staff, minimizing costs and optimizing business processes, as well as preserving the reputation and attractiveness of the hotel for customers. To achieve goals, it is necessary to use innovative approaches to management, actively implement technological solutions to improve business security and efficiency, as well as constantly monitor the situation and flexibly adapt to changes. It has been proven that it is important for an institution to have qualified and experienced staff who can effectively respond to emergencies and make informed management decisions in times of uncertainty and crisis. The study confirmed that ensuring security in wartime requires appropriate strategies and planning to ensure the protection of guests and staff in unforeseen circumstances. It is important to pay attention to preparing staff to respond to emergencies and training them to act effectively in crisis situations.

SCIENTIFIC AND METHODOLOGICAL APPROACHES TO MARKETING MANAGEMENT IN MANAGING THE DEVELOPMENT OF THE MARKET POTENTIAL OF AN ENTERPRISE

2025-06-12T11:28:40+03:00

The purpose of the article is to identify scientific approaches to marketing management for the strategic management of the development of the market potential of small enterprises in conditions of high volatility and uncertainty of the market. One of the tasks is to reflect the capabilities of innovative digital technologies to increase the market potential of small enterprises and increase their competitiveness. It is argued that marketing management should be considered as a key tool for the development of the market potential of small businesses, which ensures not only the survival of the enterprise in competitive conditions, but also the creation of prerequisites for sustainable growth and expansion of market share. It is emphasized that the concept of marketing management is based on the methodological approach of value-oriented management and involves combining a strategic approach with the operational implementation of specific solutions. This is especially important for small businesses that cannot always distinguish between management levels due to limited staff or resource constraints. The essence of marketing management is outlined, its main advantages in solving management problems. The principles (approaches) of marketing management are highlighted and correlated with the tasks of realizing the market opportunities of small businesses. The types of modern digital technologies that contribute to the realization and development of the market potential of small businesses are characterized and differentiated in terms of strategic and operational marketing. It is emphasized that marketing management contributes to the effectiveness of innovative activities in the business environment. Examples of Ukrainian companies that effectively use the latest innovative technologies for business development and ensuring its competitiveness are given.

THE IMPACT OF THE RUSSIAN-UKRAINIAN WAR ON TOURISM IN EASTERN SLOVAKIA

2025-06-12T11:47:07+03:00

The study presented in this article focuses on the impact of the Russian-Ukrainian war on the intensification of tourism activity in eastern Slovakia, in particular in the Presov and Košice regions. The war significantly changed the socio-economic processes in Central and Eastern Europe, which also affected the tourism industry in these countries. Eastern Slovakia, which is located in proximity to Ukraine, has become one of the main destinations where tourist flows have been reoriented. The humanitarian and geopolitical challenges associated with the war have stimulated the growth of domestic tourism, as well as an increase in the number of tourists from Ukraine and other regions. The article pays special attention to the study of the Agreement between Ukraine and Slovakia on cooperation in the field of tourism, which plays an important role in the development of bilateral contacts and promotes the integration of tourist flows between the countries. Based on the analysis of statistics for 2022-2023, a significant increase in the number of tourists visiting Slovakia was noted, in particular due to increased security and accessibility for refugees from Ukraine. The Prešov and Košice regions, as strategic regions in terms of cross-border cooperation, have experienced the greatest changes in tourist flows. The study shows that in 2023, the number of tourists in Slovakia increased significantly, reflecting not only the stability of the situation in the country, but also the intensification of domestic and cross-border tourism. The number of tourists in the Prešov and Košice regions also increased due to the growing demand for active and passive tourism, including outdoor recreation and visits to cultural attractions. An important factor was also the improvement of infrastructure for temporary accommodation for refugees. The results of the study show that the Russian-Ukrainian war has had a positive and negative impact on tourism activity in Slovakia. On the one hand, the war contributed to the growth of domestic tourism, but on the other hand, it worsened the international image of the region. Nevertheless, the introduction of new tourism programs and strategies can help to further develop tourism in these regions.

THEORETICAL AND METHODOLOGICAL PRINCIPLES OF TRANSFER PRICING POLICY IN THE MARKETING SYSTEM IN THE CONDITIONS OF GLOBALIZATION

2025-06-12T12:05:53+03:00

The main purpose of the article is to study the evolution of theoretical and methodological approaches to transfer pricing in the context of marketing. In the context of constant economic transformation and technological changes, pricing processes are also undergoing changes under the influence of a number of economic, in particular globalization, factors. Therefore, there is a need for a comprehensive scientific analysis of changes in approaches to transfer pricing and in determining the globalization influences that shape its modern foundations.

The research methodology is based on a combination of general philosophical, special and interdisciplinary methods, as well as key scientific approaches - systemic, process and situational. Among the general scientific tools, analysis and synthesis were used to study the impact of globalization trends on changing the concept of transfer pricing in the marketing system. The method of theoretical generalization was used to classify the globalization factors that shape this concept

The scientific novelty of the obtained results lies in the substantiation and proof that transfer pricing in the context of globalization acquires the fundamental features of a marketing approach to pricing. It is proved that methodological approaches to transfer pricing belong to the group of marketing pricing methods.

The practical significance of the of the research results is the analysis of practical approaches to the use of transfer pricing methods and the formation of an economic mechanism for transfer pricing as part of marketing pricing policy. Generalization of the transfer pricing methodology, taking into account the methods of its legislative regulation.

MANAGEMENT PATTERNS IN THE HEALTHCARE SYSTEM: MODELS OF EFFECTIVE PARTNERSHIP

2025-06-19T14:29:32+03:00

In the modern transformational environment of the Ukrainian healthcare system, there is a growing need to rethink approaches to the management of medical institutions and the effective use of resources in the context of decentralization, financial autonomy and social responsibility. The article provides an in-depth analysis of management patterns in the Ukrainian healthcare system, taking into account the challenges caused by public administration reform, economic decentralization, financial instability and the COVID-19 pandemic. Particular attention is paid to the concept of public-private partnership as a tool for integrating the interests of the state, business and community in the process of managing medical institutions and developing healthcare infrastructure. Based on the analysis of scientific works, statistical data and international experience, key management models have been identified that demonstrate high efficiency in ensuring the accessibility, quality and innovation of medical services. The study covers both centralized and decentralized forms of management, focusing on the combination of administrative and market mechanisms that allow increasing the adaptability of the healthcare system to external changes. The mechanisms for implementing partnership models through foresight approaches, strategic planning, implementation of technological roadmaps, development of social capital and attraction of private investments in the field of medicine are considered. The role of the system of quality control of medical services and methods of assessing the effectiveness of management decisions, which have become especially relevant in the context of the pandemic, are also examined. The advantages of models based on multi-actor interaction and stable institutional mechanisms that can ensure not only short-term improvements, but also long-term stability and sustainability of the industry are summarized. A typology of management patterns is proposed, practical recommendations are formulated for the formation of partnership platforms at the regional level, the development of human resources and the digital transformation of management in the medical sector. The results obtained are of great importance for the further development of strategies for reforming healthcare in Ukraine, ensuring transparency of processes, effective use of resources and strengthening public trust in the system.

DIGITAL PLATFORMS AND NETWORK RESOURCES IN THE TRANSFORMATION OF BUSINESS MODELS IN THE ENTERTAINMENT INDUSTRY

2025-06-26T06:29:48+03:00

The article explores both theoretical foundations and practical manifestations of the transformation of business models in the entertainment industry under the profound influence of digital platforms and networked resources. In the context of the evolving digital economy, the research investigates emerging challenges faced by content producers, distributors, and consumers, highlighting the accelerating pace of change in technological environments and user preferences. It delves into the dynamics of how digital ecosystems are reshaping the logic of value creation, monetization, and market competition.

The study introduces a structured typology of digital platforms—streaming (e.g., Netflix, Megogo), social (e.g., YouTube, TikTok), and gaming (e.g., Steam)—each representing distinct yet overlapping functions within the broader entertainment landscape. The role of these platforms in redefining traditional distribution channels, personalizing content delivery, and facilitating real-time user engagement is critically assessed. The importance of network effects, platform scalability, and data-driven decision-making are emphasized as core components of sustainable digital business strategies.

Additionally, the article proposes analytical approaches to evaluate the mechanisms of value generation within digital ecosystems, incorporating concepts such as platform orchestration, user co-creation, and hybrid revenue models. Case studies from both global and Ukrainian markets are examined to demonstrate how entertainment companies successfully adapt to platform-based environments. These cases offer valuable insights into strategic flexibility, innovation capacity, and audience-centered content strategies.

The conclusions underscore the imperative to reconsider conventional approaches to strategic management, innovation, and digital transformation within the entertainment industry. In a period marked by rapid technological advancement and changing consumption behaviors, the development of adaptive, platform-oriented business models becomes a critical success factor for sustained competitiveness.

THEORETICAL ASPECTS OF FORMATION OF INNOVATIVE BUSINESS MARKETING STRATEGIES OF BUSINESS ENTITIES

2025-06-27T09:35:31+03:00

The article highlights the relevance of forming innovative business marketing strategies in the context of digital transformation and increasing market competition. It is noted that traditional marketing models are losing effectiveness, while businesses require new approaches integrating digital tools, innovation, and adaptive management. The scientific problem is identified as the lack of unified theoretical foundations for developing effective innovative business marketing strategies, which complicates strategic adaptation to market changes. The study analyzes recent research by Ukrainian and international scholars in the fields of innovation, strategic management, marketing strategies, and entrepreneurship, which allowed for the formation of a conceptual and categorical basis for the research. The content of key terms such as "innovation," "strategy," "business marketing," and "innovative strategy" is clarified. Special attention is given to the definition of an innovative strategy as a managerial tool that ensures the coordination of innovations within the framework of an enterprise's strategic development.

The author substantiates that business marketing in the digital era represents a complex system of market interaction, where innovations function not only as tools for attracting clients but also as means of creating new competitive advantages. It is established that an effective innovative strategy has an interdisciplinary nature and requires the integration of digital technologies, marketing analytics, entrepreneurial thinking, and strategic management. As a result, the author proposes an original definition of the process of forming innovative business marketing strategies and presents a logical-structural model of the key research categories.

FINANCIAL AND ECONOMIC DIAGNOSTICS OF LOGISTICS ACTIVITIES IN THE CONTEXT OF ADAPTATION TO AN UNSTABLE ENVIRONMENT

2025-06-27T09:56:44+03:00

The aim of the article is to generalize the theoretical principles of financial and economic diagnostics of the enterprises functioning, in particular transport enterprises, in connection with their logistics activities in an unstable environment. Methodological problems of financial and economic diagnostics are highlighted: identification of the concept of "diagnostics" with the concept of "analysis", separation of the concepts of economic and financial diagnostics. It is substantiated that financial and economic diagnostics is a comprehensive process of assessing the financial and economic condition of an enterprise, aimed at identifying its stability, efficiency and risks, which includes the analysis of key financial indicators, such as liquidity, profitability, solvency, as well as the study of economic aspects, in particular competitiveness, development strategy and the influence of the external environment. A system of financial and economic diagnostics’ principles is developed. included the principles of systematicity, efficiency, adaptability of tools, realism of assessment, integration of qualitative and quantitative indicators, predictability, and continuity. The functions of the diagnostic system in an unstable environment (control and evaluation, prognostic, anti-crisis, integrative, navigation and adaptive) are determined. It is shown that the structure of a modern enterprise diagnostic system should include components that are responsible for performing specific functions aimed at ensuring effective analysis, forecasting and management of activities, that is, include an analytical module, an information and logistics module, a risk management module, a strategic and diagnostic interface module, and a monitoring and adaptation module. It is substantiated that diagnostics of the transport enterprise’s logistics activities involves assessing their functional state, adaptability, synchronization of subsystems, and ability to respond to market disturbances. A logistics activity diagnostics system has been developed, including indicators of transport logistics, warehouse logistics, inventory management and general logistics KPIs.

METHODOLOGY OF ASSESSMENT OF THE BRANDING STRATEGY

2025-06-27T10:10:09+03:00

The aim of the article is to substantiate methodological approaches to brand evaluation in the context of defining a brand as a marketing asset in the capitalization of an enterprise.

The study used economic and statistical research methods in analyzing practical experience in using brand evaluation methods; theoretical and methodological approaches in analyzing the use of brand evaluation methods; grouping and classification - in determining the most common approaches in brand evaluation. The distinctive features of brand leadership compared to classical brand management are identified. The role of brand valuation as an intangible asset in the structure of an enterprise's assets is substantiated. It was substantiated the three most common methodological approaches to brand valuation: cost, comparative and profit. The problems of the practice of recognition, assessment, protection, and revaluation of intangible assets and brands in Ukraine are formulated in comparison with foreign practices in this area. One of the serious problems is the lack of harmonization of terminology in the field of brand valuation, as an intangible asset, with international valuation standards.

The practical significance of the research is analysis showed that in world practice it is accepted to use the profit approach to brand valuation, in which the value is determined based on the discounted value of cash flows. Applied aspects of the application of this method of brand valuation are presented. Based on the above-mentioned brand valuation methods, a number of methods were proposed that allow taking into account the shortcomings of generally accepted approaches.

The scientific novelty of the following brand valuation methods are proposed, which can be implemented in the practice of assessing local and global brands: a method of assessing the value of brands using points; a method of calculating the book value of a brand and its replacement cost; a method of assessing the value of a brand using market transactions; a model of brand value indices. Further research is aimed at developing a methodology for evaluating brands in the digital economy, taking into account new influencing factors.

MODERNIZATION OF TOURISM THROUGH THE PRISM OF THE BLUE ECONOMY AND SUSTAINABLE DEVELOPMENT

2025-07-15T11:29:01+03:00

The article explores the potential of the blue economy as a new paradigm for the sustainable development of coastal areas, focusing on the tourism sector.

Today, the blue economy is a strategically important area of the sustainable economy that actively prevents climate change and supports protecting and preserving the marine environment. The European Union defines the blue economy as a key benchmark for long-term development with efficient and rational use of water resources. It was on the initiative of the European Union that Ukraine joined the Black Sea Blue Economy Fund initiative, which aims to combat pollution in the Black Sea and the coastal zone.

The concept of the blue economy includes not only the study of the impact of climate and environmental aspects, but also includes industries associated with the traditional use of marine resources: marine and coastal tourism, fishing, water sports, transport, ports and logistics, and innovative areas (renewable offshore energy, aquaculture, marine biotechnology and bioprospecting, deep-sea mining).

Tourism in the context of the blue economy covers various areas, including coastal, marine, ecological, and enogastronomic tourism. These types of tourism have great potential for creating jobs, developing infrastructure, attracting investment, and improving the living standards of local communities. Of particular importance coastal tourism, which includes beach holidays, cruises, diving, wildlife watching, and other activities that directly depend on the health of the marine and coastal ecosystems. It is also a powerful source of income, jobs, and investment. According to the World Bank, tourism in coastal regions provides livelihoods for millions of people, especially in countries with long coastlines.

The key challenges and opportunities for integrating maritime and coastal tourism into sustainable economic growth strategies are considered. Tourism's role as a tool for preserving aquatic ecosystems, a source of employment, and social capital is outlined. International practices and prospects for Ukraine are analyzed.

THE ESSENCE AND ROLE OF LIVESTOCK IN ENSURING FOOD SECURITY

2025-07-15T11:46:16+03:00

In modern conditions, a pressing issue for states is ensuring national food security, which is significantly related to the development of the agrarian sector of the national economy, providing the domestic population with economically accessible and high-quality food necessary for the vital activity of the population. Food security is one of our time's most critical and acute global problems; some objective and subjective reasons determine its significance. When solving the problem of food security, livestock farming is a strategically important area of production that provides the necessary food resources. Development trends in the field of livestock farming have a significant impact on the effectiveness of solving these issues.

The purpose of the publication is to study and assess the trends in the formation, functioning, and development of the livestock industry and its importance in ensuring the state's food security.

The article examines issues related to the features, trends in the development and functioning of the livestock industry in modern conditions. The role of livestock farming in ensuring food security is investigated. The essence of the concept of food security and the retrospective of its emergence are determined. The Global Food Security Index of Ukraine indicator in the dynamics of the indicator for 2013 - 2022 is assessed. The level of consumption of basic food products is investigated, and it is determined that the level of consumption of almost all livestock products is below the indicators of 2018 and does not ensure the country's food security. The modern features of the development of the livestock industry and the production of basic types of livestock products are determined. The functioning of the livestock industry under martial law is investigated.

Domestic food security has not been fully achieved. A significant part of the problems remains unresolved, both in terms of providing the population with necessary food products and maintaining a sufficient solvent demand for the country's population.

THEORETICAL AND METHODOLOGICAL SUPPORT FOR THE PROCESS OF STRUCTURAL TRANSFORMATION OF THE ECONOMY

2025-07-16T07:03:29+03:00

The article is devoted to the study of the theoretical and methodological foundations of the structural transformation of the economy as a strategic resource for ensuring sustainable development of the national economy in the context of global competition, digitalization, and technological evolution. The purpose of the article is to substantiate and improve the theoretical and methodological framework for the process of structural transformation of the economy aimed at achieving balanced socio-economic development, enhancing the competitiveness of the national economy, and adapting it to current global and internal challenges.

The study explores the evolution of conceptual foundations of the economic structure and defines its role in ensuring economic stability, competitiveness, and social adaptability. A three-component approach to structural transformation is substantiated, which includes sectoral changes, transformation of economic behavior, and modernization of state policy. A conceptual model of structural transformation is proposed, which, in comparison with existing models, is based on a combination of evolutionary, neoclassical, and modernization approaches. It is revealed that successful structural transformation involves the transition to an innovation-driven economic model, the development of high value-added sectors, digitalization, and the renewal of the institutional framework.

The main conditions for the effectiveness of transformational processes are identified, including the coherence of sectoral, regional, and innovation policy; the presence of effective strategic planning mechanisms; the development of human capital; and the provision of social protection during the transition period. Institutional support is examined as a key factor determining the stability and irreversibility of structural changes. At the macro level, structural transformation is manifested in changes in the structure of GDP, exports, investments, and tax revenues, while at the micro level, it is seen in the transformation of organizational models of enterprises and the implementation of digital platforms.

Overall, the study showed that structural transformation should be considered a complex, multi-level process that encompasses economic, social, technological, and institutional changes. The theoretical understanding of this phenomenon enables the development of effective economic policy mechanisms focused on adaptability, inclusiveness, and sustainable development.

ENSURING SUSTAINABLE ECONOMIC GROWTH OF LIVESTOCK PRODUCTION ENTERPRISES: RISKS, DIRECT AND INDIRECT LOSSES

2025-07-16T07:19:50+03:00

The article is devoted to the study of risk management and ensuring the sustainability of economic growth of livestock production enterprises in an unstable external environment.

It is established that ensuring sustainable economic growth of livestock production enterprises is a complex task that constantly faces numerous risks that can lead to significant direct and indirect losses.

It is determined that direct losses include deterioration of animal health, reduced productivity, increased production costs, loss of livestock, and destruction of infrastructure (as was the case with granaries). Indirect losses include loss of consumer confidence, changes in market conditions, reduced investment attractiveness, and reputational losses.

It is proven that military actions, as in the case of Ukraine, are a vivid example of a catastrophic external factor destabilizing the industry. Energy supply issues, such as the lack of electricity for crop storage, demonstrate vulnerability to infrastructure and logistical challenges.

It is argued that enterprises need to constantly adapt to changing conditions to ensure sustainable economic growth. This requires the development and implementation of effective risk management strategies, investment in modern technologies, diversification of supply sources, and development of reserve capacities.

The results of the Global Food Security Index (GFSI) are analyzed. Ukraine's low ranking highlights systemic problems and the need for a comprehensive approach to ensuring food security at the national level.

In general, to ensure the sustainability of economic growth of livestock production enterprises in the face of constant challenges, it is extremely important to implement a comprehensive approach to risk management, combining enterprises' internal reserves with effective state support and investments in innovation.

CONCEPTUAL FOUNDATIONS FOR ENSURING ENERGY SYSTEM SECURITY

2025-07-22T07:41:04+03:00

The article examines the conceptual foundations for ensuring energy security as one of the key strategic priorities of modern public policy in the context of globalization challenges, climate change, energy crises, and increasing geopolitical tensions. The purpose of the study is to substantiate the conceptual framework for ensuring energy security under conditions of global transformations, taking into account geopolitical, economic, environmental, social, technological, and institutional-regulatory challenges.

The study presents a comprehensive analysis of definitions and approaches to interpreting the essence of energy security, considering the multifaceted nature of this concept. It is substantiated that energy security is not limited solely to the stability of energy supply but also encompasses institutional regulation, source diversification, infrastructure reliability, energy efficiency, and environmental balance.

Key determinants of energy security are analyzed, including those highlighted in the works of both foreign and Ukrainian scholars, which allowed for identifying the interdisciplinary nature of this category. It is revealed that ensuring energy security is closely linked to the presence of a resilient and adaptive energy system capable of operating effectively under destabilizing conditions, particularly in the face of external political and economic shocks. The growing role of innovation, digital technologies, and renewable energy sources in strengthening the systemic stability of the energy sector is emphasized.

The analysis of influencing factors made it possible to identify the most critical vulnerability zones of energy systems at both global and national levels, including geopolitical dependence on unstable regions, an unstable investment climate, technological backwardness of infrastructure, a low level of energy efficiency, and institutional gaps in regulation. It is substantiated that overcoming these challenges requires the development of a comprehensive multi-level energy security policy with a focus on sustainable development, inclusivity, and international cooperation.

MODERN APPROACHES TO THE DEVELOPMENT OF SMALL BUSINESS IN UKRAINE: CHALLENGES, TRENDS AND SUPPORT TOOLS

2025-07-22T07:27:35+03:00

The small business sector is crucial for shaping a competitive economy, creating new jobs, ensuring market adaptability, and stimulating regional development. In the context of the transformation of the Ukrainian economy, the growth of challenges caused by the military conflict, economic instability and changes in global market conditions, the issue of effective support and development of small business is of particular importance. Despite its significant potential, small businesses in Ukraine face many obstacles: limited access to financial resources, an unstable tax environment, bureaucratic procedures, weak institutional support, and a low level of digitalization. At the same time, recent years have shown new positive trends, including the intensification of state and international support programs, the development of the startup ecosystem, the use of digital platforms, and the adaptation of entrepreneurs to new realities through flexible business models. This makes it extremely relevant to study modern approaches to the development of small business, analyze the main challenges and opportunities, as well as study effective support tools for the formation of reasonable recommendations for improving state policy in the field of entrepreneurship and stimulating sustainable economic growth in Ukraine.

Small business is a key element of the economic structure of Ukraine, providing significant employment of the population, making a significant contribution to the formation of the gross domestic product and promoting the introduction of innovations. The development of small business is of particular relevance in the context of economic instability, military conflict and global digital transformation, which requires entrepreneurs to be flexible, adaptable and actively use modern technologies. In recent years, Ukraine has seen an increase in the state and international strengthening of the small business sector, the expansion of the startup ecosystem, the spread of digital platforms and tools, which creates new opportunities for entrepreneurs. At the same time, small businesses face a number of serious problems, including insufficient access to financial resources, a complex system of taxation and state regulation, the consequences of martial law, as well as an unstable situation in domestic and foreign markets.

Modern approaches to the development of small business in Ukraine are formed under the influence of large-scale internal and external challenges, among which the consequences of martial law, economic instability, logistical barriers and personnel losses occupy a special place. Despite this, small businesses demonstrate high adaptability and resilience, introducing digital technologies, flexible management models, innovations and expanding cooperation with international partners. At the same time, the state is actively involved in the process of supporting entrepreneurship, offering a wide range of financial, organizational, educational and digital tools. This creates conditions for the modernization of entrepreneurial activity, the growth of competitiveness and the development of the small business ecosystem as an important element of economic stability and recovery of the country. Therefore, in order to ensure the sustainable development of small business in Ukraine, effective cooperation between government agencies, the business environment and civil society is necessary, taking into account current trends and challenges.

THE ROLE OF EMOTIONAL INTELLIGENCE IN EFFECTIVE LEADERSHIP: THEORETICAL FOUNDATIONS AND PRACTICAL ASPECTS

2025-07-22T15:45:12+03:00

The article explores the essence of emotional intelligence and its importance for the formation of effective leadership in modern organizations. The impact of a manager's emotional competence on personnel management, the formation of a healthy microclimate in the team and increasing labor productivity is analyzed. Modern approaches to the development of emotional intelligence as a tool for adaptive, ethical and communicative leadership are considered. Special attention is paid to the role of emotional intelligence in crisis situations and when making managerial decisions. Practical recommendations are given for the development of emotional competence of managers.

Іn today's conditions of globalization, digitalization and dynamic changes in the business environment, the effectiveness of organizations largely depends not only on the strategic vision of the leader, but also on his ability to manage people, create a favorable atmosphere in the team and direct the team to achieve common goals. Traditional approaches to leadership, which were based mainly on administrative levers of influence, are increasingly proving to be insufficient in the conditions of growing complexity of interpersonal interactions.

In this context, the problem of developing emotional intelligence as an important factor in the formation of an effective leader is becoming increasingly relevant. Scientific research and practical observations show that a high level of emotional competence of a leader ensures better adaptation to changes, more productive team interaction, a decrease in the level of conflict and an increase in the overall level of employee satisfaction.

Despite the growing attention to this topic, in the Ukrainian scientific and managerial discourse, the issue of integrating emotional intelligence into the leadership and personnel management system still requires thorough study. There is a need to formulate clear approaches to the development of emotional intelligence in managers, to substantiate methods for its assessment, and to study the impact of emotional intelligence on the effectiveness of management decisions and the performance of organizations.

DIRECTIONS FOR STRENGTHENING THE COMPETITIVENESS OF HOTEL AND RESTAURANT BUSINESS ENTERPRISES IN MODERN CONDITIONS

2025-07-31T10:36:50+03:00

The study focuses on the issues of forming and strengthening the competitive positions of hotel and restaurant business entities in Ukraine in today's difficult socio-economic conditions. anti-crisis management of business entities with a view to ensuring adaptation and forming an appropriate level of economic security of business in turbulent conditions. The purpose of the study is to further develop methodological and applied principles for strengthening the competitiveness of hotel and restaurant businesses in modern Ukrainian realities. Promising areas and directions for further development of hotel and restaurant businesses are substantiated. The strategy and institutional support for the development of hotel and restaurant business entities, including on an innovative basis, have been developed. An organizational and economic mechanism for activating the economic activity of hotel and restaurant business enterprises has been formed. The directions of implementation of the management and infrastructure mechanism for the growth and development of hotel and restaurant business entities are determined. Ways and means of improving the resource provision of economic activities in the hotel and restaurant business are substantiated. Coordination of the management of the development of hotel and restaurant business entities with modern trends in globalization and the functioning of the domestic domestic market has been ensured. The innovative activity of the tourist enterprises is evaluated, as well as the quality of management in this area; the tools to boost further innovation activity are suggested. The prospective areas and directions of innovative development of the tourist enterprises are substantiated. The provisions of the strategy and the institutional background for the development of the tourism enterprises on an innovative basis are offered. The organizational and economic mechanism of activating the innovation activity of the tourist enterprises has been formed. The directions of implementing the administrative-infrastructure mechanism of innovative development of the tourism enterprises are determined. The ways and means of intellectual and personnel support of innovative tourism activity are grounded. The coordination of management of the tourist enterprises innovative development with the modern tendencies of globalization and functioning of the world tourism market is ensured.

FEATURES OF RELIGIOUS FOOD IN CATERING SERVICES

2025-07-31T10:25:44+03:00

The article examines the organization of food in accordance with the religious preferences of each guest during catering services. The organization of food in accordance with the fasting restrictions established in the Christian tradition is considered. It is recommended to exclude meat, dairy products, eggs, as well as sweets based on ingredients of animal origin. Instead, we suggest using cereals, vegetables, fruits, mushrooms, nuts and other plant products, applying a creative approach to serving and flavoring solutions. Clear labeling of dishes according to the client's wishes should be mandatory. The principles of nutrition according to Islamic traditions (halal) are studied and a strict ban on pork, alcohol and potentially ritually unclean products is noted. Catering companies are recommended to cooperate with certified suppliers, equip separate kitchen areas for preparing halal dishes and ensure that staff are aware of the relevant standards. The service of Hindus in the field of catering services is considered. The importance of excluding beef is emphasized and suggestions are made for a full vegetarian menu based on legumes, rice, vegetables, spices and dairy products, without the use of eggs. The service of Buddhists is characterized, where food is perceived as a source of energy, harmony and internal balance. It is noted that Buddhists adhere to a vegetarian or vegan diet, avoiding all products of animal origin. It is recommended to prepare dishes with a minimum amount of spices, focusing on simplicity, naturalness and balance of flavors, using cereals, legumes, vegetables and fruits. It is concluded that religious nutrition requires from the catering company not only culinary skills, but also ethical responsibility, adaptability and a deep understanding of intercultural characteristics.