Development Service Industry Management

ANALYSIS OF THE COMPETITIVE ENVIRONMENT OF RETAIL CHAINS ON THE UKRAINIAN MARKET

Olena KUZMENKO — 2025-08-28

The article examines the current state of the competitive landscape of retail chains in Ukraine, which is marked by fierce competition and adaptation to transformations caused by war and economic uncertainty. To conduct the analysis, a theoretical definition of market concentration and retailers focusing on improving the offer of goods, service and interaction with customers, despite the difficulties of staff shortages and logistics problems, is formulated. The evolution of the NNI index as an indicator of market conditions and competition in an environment where new technologies and differentiation play a key role, attracting international companies and stimulating the development of e-commerce, is considered. The challenges facing the competitive market are identified, in particular the economic crisis and rising prices, which require retail companies to be flexible and adaptable. The dynamics of online sales are analyzed, which form a complex and changing competitive environment, and retail chains are implementing digital solutions and improving the quality of service to remain relevant. In conclusion, it is proposed to improve the strategies of retail chains in response to changes in consumer preferences and the growth of online shopping; to attract global experience in the new realities of digitalization; to adapt to macroeconomic challenges and implement digital innovations, omnichannel solutions and environmental practices. Retail chains are adapting to the conditions of a changing competitive environment that emphasizes the phenomena of omnichannel, sustainable development, digital innovations in technologies. Consumers expect a seamless shopping experience in both physical and digital channels, which requires retailers to integrate trading platforms. In the context of economic stratification and the growth of conscious consumption, companies are reviewing pricing strategies and assortment, implementing environmental practices and technologies, such as artificial intelligence and blockchain, to increase efficiency and sustainability.

THE UK'S EXPERIENCE IN INTERNATIONAL TOURISM DEVELOPMENT: CHALLENGES, OPPORTUNITIES AND ADAPTATION FOR UKRAINE

Zoya BOYKO — 2025-08-28

The article defines the concept of "international tourist services market" as a set of international organizational and economic relations between tourism entities that provide services on the world market in the formation, sale and consumption of tourist services, which are intended to satisfy a wide range of physiological, material and spiritual needs of tourists on an international scale. The United Kingdom of Great Britain and Northern Ireland is characterized as a popular tourist destination. It is established that the United Kingdom as a national brand ranks 5th in the world ranking of attractiveness for tourists, and 8th in the world in terms of the number of visits by international tourists. It is proven that the consequences of Brexit for the tourism industry of Great Britain directly depend on the conditions of exit from the EU. Exit without an agreement will cause huge losses to the entire tourism sector and will lead to a sharp increase in the cost of tourist services. Today, one of the promising directions for resolving this issue is to provide a political and economic Roadmap for the further development of the tourism industry in the context of Brexit and to preserve most of the existing agreements in the field of tourism of the United Kingdom with the EU countries in order to implement a competent tourism policy and obtain certain economic benefits. It has been determined that concluding an agreement and ensuring acceptable conditions for leaving the EU is the primary task of the UK Government in the further development of the tourism industry. It was found that today the country's international tourism policy is characterized by the following problematic aspects: insufficient level of competitiveness of the image of Great Britain among competing countries; low level of representativeness of Great Britain as the best tourist destination in foreign advertising materials; the presence of gaps in the "packaging" (presentation and delivery) of tourist services to foreign tourists; low level of throughput of current airports in Great Britain. The current problems and prospects for the development of the international tourism market of Great Britain in the context of sustainable development are outlined. It has been established that the main trends are: ensuring environmental protection in the country and focusing state policy in the field of tourism on the development of ecological tourism; activating the development of tourism in rural areas; promoting the purchase of local products by tourists from Great Britain; organizing tourist programs for international tourists with scientific and educational purposes; using public transport and/or electric vehicles when traveling in Great Britain.
The experience of the United Kingdom has been analyzed in terms of its potential value for Ukraine in the process of shaping its own tourism policy and model for the development of the tourism industry in the context of post-war reconstruction and integration into the global tourism space. It has been determined that the British experience of sustainable and innovative approaches to tourism development can serve as a benchmark for enhancing the competitiveness of the Ukrainian tourism market and for forming a safe and attractive image of the country at the international level.

INTERNATIONAL EXPERIENCE IN LEGALIZING SHADOW BUSINESS AND POSSIBILITIES FOR IMPLEMENTATION IN UKRAINE

Maksym VOYTSEKHOVSKY — 2025-08-28

This article examines the shadow economy as a global problem that negatively impacts public finances, distorts the competitive environment, and hinders stable economic growth and effective social development in Ukraine. It's identified that the primary factors contributing to the shadow economy are high tax burdens, complex regulations, corruption, and a low level of trust in state institutions. The study aims to analyze international experience and economic mechanisms for legalizing shadow business, subsequently developing well-founded recommendations for Ukraine.
The paper reviews successful and unsuccessful practices from various countries (Italy, Ireland, Indonesia, Georgia, Singapore, Estonia) that have employed tax amnesties, deregulation, fiscal transparency, and anti-corruption measures. It outlines the key roles of the state, business, and civil society in the legalization process and assesses the positive impact of de-shadowing on economic development. Special attention is given to innovative approaches, such as the use of digital technologies (blockchain, e-governance, Big Data, cashless payments) and international cooperation.
Based on an analysis of Ukraine's experience (tax amnesties 2021-2023, deregulation, "Diia" application development), the study finds that some mechanisms have had limited effectiveness due to fragmentation, low trust, and an imperfect judicial system. A comprehensive approach is proposed for Ukraine, combining systemic reforms, enhanced digitalization, strengthening legal protection, and improving tax culture, drawing on best international practices.

COEVOLUTIONARY APPROACHES TO THE ORGANIZATIONAL DEVELOPMENT OF INNOVATION-ACTIVE ENTERPRISES

Dmytro MERKULOV — 2025-08-28

The article is devoted to a deeper understanding of the organizational boundaries of innovation-active enterprises in the domestic economy, which operates under wartime conditions, based on the demarcation of their structure as organizational and technological systems. The logic behind decision-making in this study is grounded in the efficiency of exchange and the execution of transactions, while the essence of the enterprise is defined by the alignment of incentives, property rights, and rigorous control mechanisms. This approach reveals a more diverse perspective on the boundaries of the enterprise and its technological systems, as well as its theoretical logic and internal organization. Within the framework of an alternative approach, four directions are proposed for discussion:the space of potential efficiency, the domain of organizational influence, the competence-based advantages of innovative production, the identification of the enterprise within an innovation environment. From a legal perspective, the boundaries of an innovation-active enterprise are determined by the following constraints: the effective location of transactions, the conceptualization of influence on other enterprises, the consideration of the enterprise's resource portfolio, the employees' awareness of emotional and cognitive alignment in relation to the innovation process. The "space of potential efficiency" focuses on decisions regarding boundaries as choices about the most effective location for transaction management within the enterprise. The "domain of influence" shifts the notion of organizational boundaries from that of transactional limits to broader boundaries of control. The "competence-based advantages" center on the selection of innovative resources within the enterprise’s portfolio, defining dynamic capabilities for adjusting horizontal and vertical boundaries. "Enterprise identification" within the innovation process takes precedence over efficiency considerations, potentially ignoring empirical evidence of improved management efficiency. However, identification and efficiency may co-evolve as boundaries are mutually shaped during market entry or expansion.

ECONOMIC POTENTIAL OF SMALL BUSINESS ENTERPRISE: STRUCTURE AND METHODOLOGICAL APPROACHES TO FORMATION

Vladyslav ANDRIYEVYCH — 2025-08-28

The article examines the economic potential of a small business enterprise, defined as an innovation driver for large corporations, adapting to digital transformation and online commerce. For the analysis, the theoretical definition of economic potential is substantiated, which is determined by the set of qualities of the system of opportunities of a small business enterprise relevant for scientific and technological development and growth. The evolution of the economic potential of an enterprise is considered, but despite the contribution of scientists, there is a lack of research on small business and updated methods for assessing economic potential in the context of technological change. It is determined that in Ukraine small business creates jobs and stimulates innovation but faces problems of financing and competition. To develop the economic potential of enterprises, new technologies, non-standard sources of financing for small businesses, crowdfunding, microcredit, etc. are necessary. Financial sustainability, technological development, and competitive environment are key aspects of economic potential. It is analyzed that financial factors, competitive environment, economic conditions and technological innovations affect the economic potential of a small business enterprise. Stable financing and investments are becoming important, but high rates and limited investment are obstacles. Digital modernization requires financing and personnel. Management skills are the basis for effective management of the economic potential of a small business enterprise. In conclusion, it is proposed to improve the methods of forming the economic potential of an enterprise, which help optimize small business development strategies in conditions where problems with investments and regulatory requirements persist; as well as adapt to macroeconomic challenges and implement an innovative strategy for the sustainable development of the economic potential of a business. A systematic approach and the combination of various methodological approaches are the key to the successful development of the economic potential of a small business enterprise.

MODELLING ADAPTIVE SCENARIOS FOR THE FORMATION OF THE FOREIGN ECONOMIC ACTIVITY STRATEGY OF UKRAINE’S AGRARIAN SECTOR UNDER GLOBAL TURBULENCE

Dmytro KOZLOVSKYY — 2025-08-28

The study examines approaches to forming an adaptive, scenario-oriented strategy for the foreign economic activity (FEA) of Ukraine’s agrarian sector under conditions of global turbulence. The relevance stems from the high uncertainty of the environment (security risks, logistics bottlenecks, regulatory changes in the EU, and the requirements of the Green Deal), which necessitates a shift to scenario-based management. Methodologically, PESTLE and SWOT analyses are integrated to build a factor profile and to identify strengths/weaknesses and opportunities/threats at both enterprise and sector levels. On this basis, three alternative development scenarios (optimistic, baseline, pessimistic) are constructed with parameterization of key drivers: political stability (P), logistics cost (C), market access (R), technological adoption (T), human capacity (S), and legal compliance (L). The quantitative core is an economic-mathematical specification of expected agri-food export volumes as a linear function of these factors with an inverse dependence on logistics costs (1/C); sensitivity analysis is applied to rank effects and verify the robustness of decisions. The results indicate the dominance of security/logistics variables (P and C), while R, T, and L ensure a gradual build-up of export potential through expanded market access, productivity gains, and compliance with EU requirements; S has a moderate yet statistically significant effect. A scenario-action matrix is formulated covering the diversification of sales channels, modernization and digitalization of logistics and traceability, development of processing, risk-hedging instruments, and strengthening of compliance. Limitations relate to data quality and the exogeneity of security shocks; further research will include estimating the model on enterprise panel data, robustness checks, and microsimulations of changes in logistics tariffs and insurance.

MODERN APPROACHES TO PERSONNEL MANAGEMENT IN THE HOTEL AND RESTAURANT BUSINESS: EMPHASIS ON LEADERSHIP AND CORPORATE CULTURE

Volodymyr ZAICHENKO — 2025-08-28

In the context of the new economic reality, personnel management acquires special importance, since it is the quality of human resources, its motivational component, the level of professional training, and the ability to adapt that determine the competitiveness and long-term viability of an enterprise. Survival and successful development of hotel and restaurant entities in conditions of constant market turbulence are possible only if effective, scientifically based methods of personnel management are implemented, focused on the development of innovative competencies, the formation of corporate culture, and maintaining a high level of organizational flexibility.
Therefore, modern business realities highlight the need for a creative, systematic, and analytical approach to the formation of personnel policy. Scientific support for personnel management processes is an important tool for increasing the efficiency of the functioning of enterprises in the hotel and restaurant sectors, which allows not only to adapt to changing environmental conditions, but also to form a sustainable competitive advantage in the services market. That is why the purpose of the study is to identify modern approaches to personnel management in the hotel and restaurant business. To achieve the set goal, a competency model for a manager of hotel and restaurant enterprises was outlined, factors that influence the effectiveness of a manager's professional growth and measures for the practical use of leadership in the hotel and restaurant business were identified.

FORMING A CUSTOMER-ORIENTED MODEL OF RESTAURANT SERVICE WITH A FOCUS ON QUALITY, FOOD TRADITIONS, AND CONSUMER EXPECTATIONS

Tetiana TOMALIA — 2025-08-28

The article explores the essence of customer orientation as a crucial factor in improving the quality of service in the hotel and restaurant industry. It analyzes modern approaches to shaping the customer experience based on the integration of principles from service marketing, consumer psychology, quality management, and digital technologies. Special attention is given to the implementation of personalized services, the development of employees' emotional intelligence, and the use of consumer data analytics for flexible response to their expectations. The significance of a customer-oriented approach as a component of the competitiveness of hospitality establishments is revealed. Examples of innovative customer interaction practices are presented, including the use of online platforms, feedback systems, gamification, and social media. The importance of forming a service culture based on trust, respect for the customer, and continuous improvement of service standards is substantiated. The article concludes on the advisability of a systematic approach to implementing customer orientation as a strategic direction for the development of hospitality enterprises amid a dynamic market and growing competition.

DEVELOPING A STRATEGY FOR INCLUSIVE SERVICE IN HOTELS

Nadiia LAPYTSKA — 2025-08-28

The article analyzes the factors influencing the physical and psycho-emotional state of individuals. It has been revealed that a significant number of people sustain injuries as a result of road accidents, natural disasters, armed conflicts, and industrial activities. All these factors considerably contribute to the spread of disability, which has become a pressing issue of the 21st century. In order to ensure higher-quality service for people with special needs within hotel enterprises, this study classifies the types of disabilities. Such classification provides a better understanding of the specific needs of each person depending on their type of disability and, in turn, facilitates the organization of service processes. Data analysis has shown that most hotels in Ukraine are not prepared to provide services for people with disabilities, both in terms of material resources and professional training. A conducted SWOT analysis clearly identified the strengths and potential risks in planning and organizing inclusive hotel services. Based on the results of the SWOT analysis, it was established that developing inclusive service systems has long-term prospects, expands the target audience, increases revenues, and enhances social responsibility, reputation, and customer loyalty of hotels. Therefore, a potential model for organizing inclusive hotel services was developed, and the measures that should be applied within hotel enterprises to create a high-quality inclusive environment were outlined.

ROBOTISATION AS AN INNOVATIVE TOOL FOR THE DEVELOPMENT OF THE INTERNATIONAL HOTEL AND TOURISM INDUSTRY

Roman KORSAK — 2025-08-28

The article is devoted to the study of robotics as one of the key innovative tools for the development of the international hotel and tourism industry. The study reveals the meaning of the concept of «robotics», examines its modern directions and features of its application in world-class hotels. The relevance of the topic is emphasized in the context of increased global competition, instability in the labor market, changes in consumer behavior and the active introduction of digital technologies into the hospitality industry.

Special attention is paid to the analysis of various types of robotic solutions that are implemented in the activities of hotel enterprises, such as service and logistics workers, information assistants, automated management systems. Their functions, advantages, as well as their impact on improving the level of customer service, optimizing staff work and reducing operating costs are highlighted.

Based on the study, practical recommendations are proposed for the integration of robotic systems into the operational activities of the international hotel and tourism industry. The recommendations are aimed at improving the quality of service, forming a sustainable image, strengthening competitive positions and adapting to the challenges of digital transformation.

Finally, the importance of a comprehensive and strategic approach to the implementation of robotics in the hotel and tourism sector is emphasized. Promising areas of further research are outlined, including the adaptation of robotic solutions to the cultural characteristics of regions, compliance with ethical standards and the development of new models of "guest - robot" interaction.

The following scientific methods are used in the article - analysis of specialized literature, systematization and comparison of successful cases of international hotel brands, the method of analogies, as well as the method of forecasting, which allowed for an in-depth study of modern trends in the field of robotics in the hospitality industry.

TABLEWARE DESIGN AS AN ELEMENT OF FOOD CULTURE AND ETHICS: CURRENT TRENDS AND CHALLENGES

Svitlana MOROZ — 2025-08-28

This article investigates tableware design as a key element of food culture and ethics in the context of contemporary gastronomic transformations. It explores how the form, color, texture, and material of tableware influence taste perception, trigger emotional reactions, and shape the overall dining experience. Particular attention is given to the phenomenon of multisensory eating, where tableware is viewed not merely as a functional tool but as a medium that engages all human senses.
The study highlights ethical dilemmas, especially those related to the manipulative use of visual techniques that alter taste expectations without the consumer’s full awareness. It also addresses the issue of simulated authenticity in restaurant settings, where stylized tableware often replaces genuine cultural tradition, resulting in a form of "ethnographic theater."
The article emphasizes the importance of inclusive design, especially the development of functional and aesthetically appropriate tableware for individuals with motor impairments—a need that has become increasingly urgent in the context of the war in Ukraine. Additionally, it examines how digital visual platforms such as Instagram and TikTok are reshaping gastronomic aesthetics, often reducing food consumption to a visual spectacle.
In the educational sphere, the article supports the integration of tableware design into Hospitality and Restaurant Management curricula. Drawing on an interdisciplinary approach that combines cultural studies, sensory psychology, design theory, ethics, and service practice, the research offers insights applicable to academic, educational, and professional contexts in the HoReCa industry. Its findings contribute to the development of more ethical, inclusive, and culturally aware models of service.

INNOVATIVE OMNICHANNEL MARKETING IN THE PROMOTION OF TOURISM AND HOSPITALITY PRODUCTS AND SERVICES

Halyna SCHUKA — 2025-08-28

The modern tourism market is characterized by high dynamics, digitalization, and growing consumer expectations, which necessitate the use of cutting-edge information technologies in the promotion of tourism products. In Ukraine, an increasing number of tourism companies are turning to digital communication channels, online booking systems, CRM platforms, and social media marketing (SMM) to enhance the effectiveness of their marketing activities. However, the level of IT adoption remains uneven, especially among small and medium-sized enterprises.
Information technologies enable the personalization of offers, optimization of customer interactions, and increased competitiveness in both domestic and international markets. The aim of this study is to justify the effectiveness of using omnichannel marketing as a modern tool for the innovative promotion of tourism and hospitality products and services, as well as to develop recommendations for its implementation under the conditions of digital market transformation.
In the highly competitive tourism services market, omnichannel marketing allows for the creation of a seamless communication flow with potential clients, which contributes to the effective promotion of tourism products. Omnichannel marketing is a strategy that integrates all communication channels and customer touchpoints, creating a unified, integrated platform for promoting products and services.
A key feature of omnichannel marketing is that it is not limited to a single channel (e.g., websites or social media), but rather encompasses all possible avenues of interaction with the audience—from online platforms to offline interfaces. This integrated promotion of tourism products through omnichannel marketing enhances reach and impact.
The use of omnichannel marketing tools in the tourism business enables significant results in the promotion of products and services. Engaging various communication channels and ensuring uninterrupted interaction with customers through both online and offline touchpoints increases the effectiveness of marketing campaigns, boosts customer loyalty, and optimizes costs. For travel agencies, omnichannel marketing is a vital tool in a competitive environment and allows them to achieve strong performance in the market.

LIFELONG LEARNING MANAGEMENT FOR ENGINEERING SPECIALISTS IN CONTEXT OF INDUSTRY 4.0

Olena STRYZHAK — 2025-08-28

The issues of lifelong learning are relevant in the current context of educational development in Ukraine. The paper indicates a meaningful content of such concepts as "lifelong learning", "continuing vocational education and training" and "adult education" formed during the development of the European discourse in the field of vocational education and training but has a definite difference. It is noted that the concept of 'lifelong learning' allows the professional to build an educational trajectory that fully corresponds to their professional and educational abilities and needs. The issues of lifelong learning for engineering specialists in the context of Industry 4.0 are of great importance. The transition to Industry 4.0 requires engineers to continuously improve their knowledge and skills due to rapid technological changes. The authors of this article developed and proposed a theory-practice IDEFØ model of lifelong learning for engineering specialists based on the Structured Analysis and Design Technique (SADT). The model provides a visual description of lifelong learning processes and aims to increase their efficiency in organizations.

THE ROLE OF DESIGN IN ENHANCING THE COMPETITIVENESS OF CHAIN RESTAURANT ESTABLISHMENTS

Tetiana ISHCHENKO — 2025-08-28

The interior design of a restaurant is a critical factor influencing its market competitiveness, especially for established chain restaurants. The visual aesthetics of a space play a pivotal role in shaping a guest's first impression, affecting their emotional state, extending their duration of stay, and fostering long-term customer loyalty. For long-standing establishments, interior renovation becomes particularly crucial for maintaining relevance and attracting new clientele.
This article delves into the specific features of interior design within chain pizzerias located in Kyiv. It analyzes contemporary trends in restaurant interior design, emphasizing key principles such as functionality, accessibility, and emotional engagement. The research focuses on the practical application of modern design approaches, with a specific case study on the renovation of a dining room within the Pizza Hut chain.
A central theme of this study is the development of practical recommendations for updating the interior based on the biophilic design concept. This approach integrates natural elements and systems into the built environment to enhance the well being and comfort of occupants. The article outlines a detailed plan for the Pizza Hut renovation, considering not only modern design principles but also economic feasibility. By demonstrating how biophilic design can be applied to a real-world scenario, this paper provides a valuable framework for restaurant owners and designers seeking to revitalize their spaces and improve customer experience.

THEORETICAL ASPECTS OF ECONOMIC SECURITY IN CONTEMPORARY CONDITIONS

Iryna YEPIFANOVA — 2025-08-28

The article examines the theoretical aspects of economic security in contemporary conditions. The article systematises approaches to determining the essence of an enterprise's economic security and summarises factors influencing economic security in terms of both internal and external factors.
The components of economic security are systematised, and the expediency of considering such a component as energy security is substantiated.
The systematization of approaches to determining the essence of economic security allowed us to define economic security as the ability to counteract threats, adapt to changes and ensure an adequate level of functioning through competitive advantages and effective functioning.
The factors influencing the economic security of an enterprise are generally categorised into external and internal. The main internal factors influencing the economic security of an enterprise include: organizational and legal form, and form of ownership of the enterprise; resource potential; production potential; information support; level of competitiveness of the enterprise; quality of management; and financial support.
The main external factors influencing the economic security of an enterprise include the economic situation in the region, country, and the world as a whole; the regulatory and legal environment; technological changes; the international environment; environmental factors; the level of socio-economic development; and the presence of martial law.
The components of economic security are systematised, and the expediency of considering such a component as energy security is substantiated. The analysis revealed that economic security is a multifaceted concept comprising interconnected components. The complex functioning of the elements forms an integrated system of economic security of the enterprise, which ensures its ability to function effectively, respond promptly to the challenges of the external and internal environment and maintain long-term competitiveness. The interaction of the structural components of economic security is the foundation for ensuring the sustainable development of both an individual enterprise and the country's economy as a whole.

ASPECTS OF INTERNET MARKETING IN THE CONTEXT OF MANAGEMENT OF COMPETITIVENESS OF ENTERPRISES IN THE CONDITIONS OF DIGITIZATION

Ruslan AVHUSTYN — 2025-08-28

The article examines the issue of ensuring the competitiveness of an enterprise as its ability to win in competition with other business entities for consumers, the market, resources, investments, as well as opportunities for further progress. It is argued that in the modern era of digitalization and digitization, aspects of management and ensuring the competitiveness of enterprises and organizations are acquiring new colors, approaches, and, accordingly, mechanisms and tools. Therefore, aspects of Internet marketing are becoming increasingly relevant. Therefore, aspects of Internet marketing are becoming increasingly relevant. Therefore, the purpose of the study is to generalize and further develop the Internet marketing toolkit in the context of strengthening the competitiveness of enterprises in the context of digital transformation of the economy and society. The conceptual characteristics of Internet marketing are systematized and generalized. The trends of digital transformation of the Ukrainian economy are identified and their impact on the development of enterprises is determined. The features of managing Internet marketing of enterprises during digitalization are revealed. The tools of managing Internet marketing of enterprises are generalized. The methodological principles of forming an Internet marketing system of enterprises are substantiated, taking into account digitalization trends. A methodology for assessing the quality of Internet marketing management of enterprises has been developed. The state and economic prerequisites for the development of enterprises have been studied, their marketing activities and the quality of the Internet marketing system have been assessed. A description of the management of the Internet marketing system of enterprises has been provided.

THE ROLE OF DIGITAL TIME MANAGEMENT TOOLS IN BUSINESS PLANNING

Irina MIAHKYKH — 2025-08-28

The relevance of the research is determined by global instability, rapid technological development, economic turbulence, and increasing competition, which intensify the need for effective resource management, particularly time. Time management is no longer merely a tool for personal productivity but has transformed into an integral element of strategic business planning. Under conditions of uncertainty, the timeliness of managerial decisions, flexible adaptation to changes, and clear planning become critical for business survival and growth. Digital time management tools — specialized software, mobile applications, project management systems, and integrated planners — significantly expand business opportunities in planning, monitoring, and coordinating activities, thereby enhancing productivity, transparency of task execution, and team discipline.
The problem lies in the fact that traditional approaches to planning often fail to meet the challenges of the digital era. The insufficient study of the effectiveness of digital time management tools in business planning complicates strategy formation, reduces managerial efficiency, and increases risks. Therefore, an important task is to justify the feasibility of integrating digital solutions into organizational management systems and to develop practical recommendations for their implementation.
The purpose of this research is to determine the significance and effectiveness of digital time management tools in business planning under uncertainty. The objectives focus on analyzing contemporary challenges, exploring the functional capabilities of digital solutions, evaluating their advantages and limitations, and formulating recommendations for optimizing the use of time and resources.
The findings demonstrate that digital tools such as Trello, Notion, ClickUp, Todoist, and others provide opportunities for task organization, progress monitoring, routine process automation, and integration with business systems. Their implementation helps optimize time allocation, improve productivity, strengthen teamwork, and ensure rapid responses to environmental changes. At the same time, effectiveness depends on adapting these tools to the specifics of a company and the digital literacy of employees. It is concluded that digital time management tools represent a strategic resource that enhances business resilience and competitiveness in unstable conditions. Their integration into business planning reduces risks, improves decision-making processes, and allows the concentration of resources on achieving priority goals.

ASSESSMENT OF THE EFFICIENCY OF MANAGEMENT OF TRADE ENTERPRISES: A SCIENTIFIC-PRACTICAL APPROACH

Olha MOROZOVA — 2025-08-28

The relevance of this study is determined by the instability of the modern economic environment, the transformation of logistics processes, and shifts in consumer demand, which require trade enterprises to enhance their management efficiency and adaptability to market fluctuations. One of the key drivers of competitiveness is human capital, which provides innovation, operational flexibility, and service stability. For enterprises operating in the trade of electronics and household appliances, where competition unfolds both at the price level and in terms of service quality, the development of a management system capable of integrating financial and human resource dimensions becomes particularly significant.
Despite a number of scientific contributions in the field of retail management, the issue of comprehensive evaluation of management effectiveness remains underexplored. In most cases, management systems are focused on solving operational tasks and fail to consider the strategic potential of human capital as a system-forming component of enterprise development. This underlines the need to establish a scientific and practical approach to integrated assessment of management effectiveness in trade enterprises.
The purpose of this study is to develop and test a methodology for evaluating the effectiveness of trade enterprise management based on the combination of financial and human resource indicators. The proposed integrated approach includes the analysis of revenue dynamics, net profit, assets, and liabilities, along with human resource indicators such as labor productivity, profitability per employee, workforce dynamics, and staff turnover rates. To ensure comparability across enterprises, all indicators were normalized, enabling the calculation of an integrated index of management effectiveness.

The empirical assessment, carried out using data from leading Ukrainian retail companies (“Rozetka,” “Moyo,” “Epicenter,” “Allo,” “Comfy,” “Foxtrot”), demonstrated that enterprises with consistent financial and HR policies achieved the highest levels of stability and predictability. In contrast, high volatility of the integrated indicators in several companies revealed the need for stronger HR policies and the implementation of staff retention programs.
The study concludes that the developed methodology provides a comprehensive quantitative assessment of management effectiveness and can serve as an effective tool for monitoring, benchmarking, and supporting the strategic development of trade enterprises under turbulent market conditions.

CORPORATE CULTURE AS A STRATEGIC RESOURCE FOR ENTERPRISE DEVELOPMENT

Viktoriia CHOBITOK — 2025-08-28

The relevance of this research is determined by the growing role of corporate culture in today’s dynamic business environment, where it evolves from a set of formal norms, rules, and traditions into a strategic resource for enterprise development. Modern corporate culture not only ensures team cohesion and employees’ commitment to shared values but also serves as a crucial factor of adaptation to market changes, strengthening competitiveness, and stimulating innovation. Therefore, the study of mechanisms for its formation and maintenance acquires particular scientific and practical significance.
Despite the considerable attention given to this issue in academic literature, many aspects of corporate culture development remain insufficiently studied. In particular, the challenges of embedding corporate values into daily business practices, establishing effective internal communication, and preserving cultural integrity during crises or transformational changes are still unresolved. The works of leading scholars such as E. Schein, G. Hofstede, and D. Denison highlight the key components of organizational culture – values, norms, and behavioral patterns – and propose approaches to its measurement and development. However, most of these concepts are tailored to large corporations and do not fully account for the specific conditions of small and medium-sized enterprises in emerging markets, including Ukraine, thus creating space for further research.
The purpose of this study is to theoretically substantiate corporate culture as a strategic resource for sustainable enterprise development. It is shown that corporate culture builds trust and cooperation, ensures the consistency of managerial decisions, strengthens the achievement of strategic goals, and serves as a foundation for long-term organizational resilience. Its formation is conceptualized as a phased process that includes the identification of core values, the establishment of norms and traditions, the development of internal communication, and the integration of culture into strategic management systems.

The study concludes that corporate culture represents an integrative platform for achieving sustainable growth, adaptability to external changes, and the creation of long-term competitive advantages. It should be understood not only as a managerial tool but also as a strategic resource that defines the future of the enterprise and its positioning in the global competitive environment.

COMMUNICATIVE APPROACH AS A CONFLICT REGULATION TOOL IN THE BUSINESS ENVIRONMENT

Yevhenii RUDNICHENKO — 2025-08-28

The article provides a comprehensive analysis of the concept of conflict as an object of managerial interaction within the organizational environment. The author examines the historical evolution of theoretical approaches to understanding conflict, highlighting key paradigms such as the social-conflict theory, psychoanalytic theory, functionalism, interactionism, human needs theory, rationalist models, and the communicative approach. These theoretical perspectives reflect the transformation of scholarly views regarding the origins, nature, and implications of conflict in both societal and organizational contexts. The study also synthesizes existing definitions of the concept of "conflict," which enabled the formulation of an author's interpretation. Conflict is defined as a process that arises due to objective or subjectively significant contradictions between opposing interests, needs, values, or goals. It may manifest in various forms – including intrapersonal, interpersonal, or intergroup conflicts – and is typically accompanied by emotional tension, communicative or behavioral activity, and encompasses the full cycle of interaction, from underlying causes to resolution. Particular attention is given to communication as a critical determinant in both the emergence and constructive resolution of conflicts. The article proposes a comprehensive definition of "communication" as a multicomponent process of information exchange involving meanings, emotions, gestures, values, and symbols among individuals or groups. This process is carried out using both verbal and non-verbal means and includes essential elements such as encoding, decoding, feedback, context, and potential noise. Communication is portrayed as goal oriented, designed to facilitate mutual understanding, coordinate actions, influence behaviors, and establish sustainable social connections within specific situational contexts. Furthermore, the article presents a structured classification of the primary types of communication employed within enterprises, segmented by various criteria: direction of information flow, degree of formality, transmission method, communicative content, media type, interaction character, and level of engagement. The study's findings provide a theoretical foundation for enhancing conflict management practices and underscore the strategic importance of communication systems in organizational development and cohesion.

USE OF DIGITAL COMMUNICATION TOOLS IN THE MANAGEMENT OF REMOTE PROJECT TEAMS

Yaroslav SHEVEL — 2025-08-28

The article examines the effectiveness of using digital communication tools in managing remote project teams in the context of digital transformation, globalized competition, and the spread of remote and hybrid forms of employment. It identifies key categories of tools that enable virtual teams to function, including systems for written and oral communication, task and project management platforms, document collaboration services, and knowledge bases. It has been found that digital tools contribute to the continuity of work processes and increase transparency and coordination, but their use is accompanied by a number of challenges, including information overload, technical inequality, asynchronous interaction, cyber risks, and psychological exhaustion of employees. Based on an analysis of scientific sources and practical experience, a set of managerial, technical, and socio-psychological measures has been proposed to minimize these risks: regulation of communication processes, development of digital literacy, application of cyber security measures, combination of synchronous and asynchronous interaction models, and support for employee mental health. It is concluded that digital tools alone do not guarantee an increase in the effectiveness of remote teams—their potential is realized only when technological solutions are harmoniously combined with management approaches and organizational culture. The results obtained can be used to improve project team management practices and develop strategies to increase the competitiveness of organizations in the digital age.

THE ROLE OF HIGHER EDUCATION IN ENSURING SUSTAINABLE DEVELOPMENT

Liudmyla KRYMCHAK — 2025-08-28

The article is devoted to the study of the key role of higher education in achieving sustainable development goals. It is found that education is one of the key prerequisites for the implementation of the 2030 Agenda for Sustainable Development. The roles that higher education performs within each component of sustainable development (economic, social and environmental) are determined. The provisions that should become a guide on the path to the transformation of education for sustainable development are studied. It is determined that the modern global concept of education is aimed at forming in young people the abilities and skills to live in a complex multicultural and rather unpredictable world, developing important competencies, including: systems thinking for understanding complex socio-economic systems; critical thinking and the ability to predict and assess the consequences of one's own actions and deeds; the ability to interact with people and the environment, understanding and respecting the needs of others; self-awareness, including environmental awareness, understanding one's own role in society; the ability to develop and implement innovative ideas for sustainable development; understanding the meaning and support of the values and goals of sustainable development; the ability to make rational decisions that contribute to sustainable development, etc. The article outlines the third mission of universities, the importance of which lies in the support of higher education institutions for socially oriented education aimed at forming in students the knowledge and skills of a responsible attitude and solving socially important problems, by integrating the efforts of science, business, government and the public.

CORPORATE VALUE AS AN INDICATOR OF THE EFFICIENCY OF ITS FUNCTIONING AND INVESTMENT ATTRACTIVENESS

Nataliia KARVATSKA — 2025-08-28

The authors have clarified the essence of enterprise performance, analyzed the approaches to determining and managing efficiency, as well as the indicators and criteria for measuring it. Particular attention was given to the differences between the concepts of “efficiency” and “effectiveness”. The authors emphasized that in modern conditions, one of the key indicators of efficiency is the growth of the market value of a business in the long term, since the company's systemic focus on creating long term value is the basis for competitiveness in a dynamic market environment.
The article identifies value-based indicators that can be used in the process of implementing value-based management. It is substantiated that the growth of enterprise value is a strategic goal that reflects its sustainability, profitability and investment attractiveness. The authors also outlined the main directions for ensuring the growth of the enterprise's value and methods for increasing the enterprise's investment attractiveness.
In addition, the authors noted that from an investor's perspective, the value of a company is one of the components of investment attractiveness. It allows to understand the structure of the business and predict its future income. Value-based management and investment management are related concepts, where the first defines the strategic goal and the second provides the tools to achieve it. Without effective investment management, value-oriented management remains only an abstract concept, and vice versa, without the strategic goal of maximizing value, investment management can be reduced to simply selecting the most profitable projects, which do not always correspond to the long-term interests of the company.
In conclusion, it is stated that enterprise valuation performs a dual function: it not only determines the market price of a company, but also acts as a reliable indicator of its performance. In today's world, where competition is not only for customers but also for capital, systematic valuation is becoming an essential element of strategic management.

USING ARTIFICIAL INTELLIGENCE TO INCREASE THE EFFICIENCY OF MARKETING STRATEGY IN THE SPHERE OF ELECTRONIC COMMERCE

Vladyslav HOLUB — 2025-08-28

This article examines how AI can improve the effectiveness of e-commerce marketing strategy. Integration of AI into the marketing strategy of e-commerce companies allows achieving the set goals more accurately and efficiently, and the use of machine learning helps to predict consumer behavior and model market conditions. Artificial intelligence provides fast and accurate analysis of key factors such as consumer behavior and market dynamics, which helps to develop effective marketing strategies to attract and retain customers. The article also discusses the positive and negative aspects of implementing artificial intelligence technologies in the digital marketing strategy of an enterprise. The introduction of AI in the field of e-commerce opens up a strategic advantage in terms of interaction with the target audience of the enterprise. Based on the results of the study, it can be determined that artificial intelligence has a great impact on the company's ability to compete in its market, increases consumer engagement, which in turn increases conversion. In the work, emphasizes limitations and provides suggestions for future research on similar topics, and also discusses the importance of big data analysis and machine learning for strategic decision-making in e-commerce. The results allow us to realize how the integration of artificial intelligence can change modern marketing and bring significant benefits.

HARMONIZATION OF BUSINESS MODELS AND MARKETING STRATEGIES IN THE DIGITAL ECONOMY: CHALLENGES OF THE ENTROPIC ERA

Mariia TEPLIUK — 2025-08-28

In today's digital economy, traditional business models are undergoing radical changes under the influence of new technologies, globalization, and the growing entropy of market processes. The main drivers of transformation are the development of high-speed Internet, mobile technologies, and the Internet of Things. Digital business models are no longer just a supplement to classical schemes — they set a new logic for creating value, forming relationships with consumers, and organizing processes within companies. At the same time, marketing strategies are also evolving. The classic 4P complex is transforming: the product is integrated with services, distribution is moving to digital channels, pricing is becoming dynamic, and promotion is based on personalization and data analytics. Harmonization of business models and marketing strategies is becoming critical. Only their coordinated development allows companies to effectively adapt to technological challenges and at the same time maintain consumer trust and loyalty. The article examines five key types of digital business models: platform, subscription, data-driven, IoT, and Direct-to-Consumer (D2C). For each model, both positive and negative examples of application in world practice are analyzed. The platform model, based on the network effect, is demonstrated by the cases of Airbnb and Amazon, which achieved global success thanks to building ecosystems and building trust. In turn, the example of eBay shows the risks of untimely adaptation of marketing strategy. The subscription model is revealed by the example of Netflix, which was able to turn unique content, personalization, and flexible pricing into the core of competitive advantages. At the same time, the failure of Quibi illustrates the risks of a lack of understanding of the real needs of users. The data-driven business model is vividly demonstrated by Google and Meta, which made data the main source of value creation and built multi-billion dollar advertising businesses. The opposite example of Nokia shows the consequences of ignoring the potential of analytics. The IoT model, which combines physical products with digital services, has been successfully implemented by John Deere and Philips. At the same time, the failure of Google’s Nest Secure highlights the importance of proper positioning and clear marketing communication. The Direct-to-Consumer model is illustrated by the case of Nike Direct, where the company built direct relationships with consumers based on community marketing and personalization, minimizing dependence on intermediaries. Thus, the harmonization of business models and marketing strategies in the digital economy becomes a fundamental condition for long-term competitiveness.

BUSINESS PROCESS MANAGEMENT IN HEALTHCARE ORGANIZATIONS: TRANSFORMATIONS AND PROCESS APPROACH

Anton MOROZ — 2025-08-28

The article addresses the urgent challenge of enhancing management efficiency in Ukrainian healthcare organizations amid systemic transformations in the national health system. The study emphasizes the necessity of adopting innovative approaches to organizational activities in order to adapt to increasing patient expectations and to optimize the use of limited resources. The paper explores the potential of operational optimization and improvement of healthcare service quality through the implementation of modern managerial tools, particularly those based on process-oriented management and business process reengineering. The relevance of these approaches for the healthcare sector is justified by referencing academic research demonstrating the effectiveness of business process management in clinical settings.

Drawing on statistical data from the National Health Service of Ukraine (NHSU), the article highlights the significant impact of inefficient internal processes on the financial stability and service quality of medical institutions. Examples from Ukrainian hospitals demonstrate both the limitations of outdated administrative structures and the positive outcomes of implementing digital solutions, such as medical information systems, which reduced paperwork and improved coordination.

The research systematizes key business processes in medical organizations—including patient registration, diagnostics, treatment, logistics, administration, and quality management—while analyzing their interdependencies and identifying bottlenecks. The study stresses the importance of addressing functional fragmentation, communication gaps, insufficient standardization, and limited digitalization as primary barriers to efficiency. It further explores the role of bifurcation changes and adaptability in healthcare management, arguing that proactive strategies, continuous monitoring, and the cultivation of resilience are crucial for overcoming systemic challenges.

The novelty of the article lies in articulating underexplored aspects of business process management in the specific context of Ukrainian healthcare, with an emphasis on synergetic integration, stakeholder interaction, and adaptability to bifurcation-driven transformations. Practical recommendations include expanding digitalization, enhancing interfunctional coordination, investing in staff training, and standardizing clinical protocols. By adopting a systemic, process-based approach, Ukrainian medical institutions can improve financial stability, ensure sustainable development, and achieve higher quality of healthcare services.

WINE TOURISM: CONSUMER BEHAVIOUR

Valentyna LIUBCHENKO — 2025-08-28

This article investigates consumer behaviour in the sphere of wine tourism in Ukraine, drawing on an anonymous online survey conducted among 259 respondents representing both wine tourists and ordinary travellers. By differentiating these groups, the study identifies key motivational factors, preferences, and attitudes towards domestic wine products. The findings reveal that wine tourists demonstrate greater loyalty to Ukrainian wines, lower xenocentric biases, and a stronger willingness to experiment with new brands, while ordinary travellers tend to rely more on brand recognition and price sensitivity. The research highlights the role of income level in shaping participation in wine-related events, with higher-income respondents more actively involved in wine tourism activities. Word-of-mouth marketing emerged as a decisive factor across both groups, although wine tourists complemented personal recommendations with professional sources and prior experience.

Special attention is devoted to the behaviour of Generation Z, whose members display price sensitivity, growing interest in alternative beverages, and a gradual integration into the culture of wine tourism. The study also uncovers intergenerational differences in the use of digital communication: millennials and zoomers dominate in Instagram activity, whereas Generation X and baby boomers remain more active on Facebook. These findings underline the necessity of differentiated marketing strategies. Moreover, the analysis confirms that emotional impressions gained during wine events are closely aligned with rational evaluations of organisation, service quality, and value-for-money, demonstrating the dual emotional and economic significance of wine tourism. The research contributes to filling the gap in empirical studies of consumer behaviour in Ukrainian wine tourism and offers practical recommendations for the development of targeted marketing approaches, audience segmentation, and promotion strategies. It also emphasises the potential of wine tourism as a cultural and economic phenomenon that fosters regional development and enhances the international recognition of Ukrainian wine.

METHOTOLOGICAL PRINCIPLES OF ANALYZING THE COMPETITIVENESS OF WHOLESALE TRADE ENTERPRISES

Halyna KUPALOVA — 2025-08-28

The article, using the example of wholesale grain trade, reveals methodological approaches to the study of the competitiveness of domestic enterprises in the context of European integration. It is substantiated that the level of competitiveness is shaped by a combination of internal factors – such as financial stability, efficiency of resource utilization, and the level of innovation and investment activity – as well as external conditions, including market conjuncture, development of logistics infrastructure, and compliance with regulatory policies and EU standards. Existing approaches to assessing the competitive positions of enterprises are generalized: quantitative methods ensure objectivity of results and comparability, qualitative methods allow for consideration of strategic factors and the specific features of enterprise functioning, while strategic methods are oriented towards forecasting trends and modeling development scenarios. The systematization of these approaches has made it possible to identify their advantages and limitations and to justify the expediency of combining different tools. Particular attention is paid to the index method, which combines comprehensiveness and flexibility, enables comparison and ranking of enterprises, and identifies “bottlenecks” in their activities. The calculation of integral competitiveness indices of wholesale grain trade enterprises was carried out using additive and multiplicative approaches, which ensured the verification of result stability and increased the reliability of conclusions. The practical significance of the obtained results lies in their applicability for strategic planning, optimization of management decisions, and formation of competitive advantages of Ukrainian grain traders.

ANALYSIS OF THE QUALITY OF SERVICES PROVIDED IN HOTEL AND RESTAURANT BUSINESS ESTABLISHMENTS

Tetiana SYLCHUK — 2025-08-28

The purpose of the article is to analyze the quality of service provision and study the possibility of their improvement, as one of the main factors of service activity and competitiveness of hotel and restaurant business establishments.

The article analyzes the features of service quality in hotel and restaurant facilities and provides definitions of the concept of quality by various researchers. The essence of the quality of products and services is characterized, the analysis of basic and additional services in the hotel and restaurant industry is carried out. An analysis of research by scientists on the quality of food and accommodation services is carried out. Trends in the development of restaurant services are researched.

The quality of hotel and restaurant services is a leading component of the entire quality service system. It encourages guests to choose a particular product in certain market segments and influences the guest's decision to use the services of a particular hotel/restaurant rather than a competitor. When providing services, the success of the hotel and restaurant industry depends on the quality of the services provided, the degree of guest satisfaction and their safety, as deterioration in quality leads to the loss of service consumers. High quality of service can be achieved through staff training, and therefore, the management of hospitality enterprises should pay attention to the development and implementation of a system of internal training and staff training. Consistently high quality of service in the hospitality industry is achieved through training and motivation of staff.

Increasing employee motivation will improve service activities, quality of service, and the level of quality services provided in hotel and restaurant establishments.

THE IMPACT OF DIGITAL MARKETING ON THE DEMAND FORMATION FOR PELLET EQUIPMENT IN UKRAINE

Viktoriia CHOBITOK — 2025-08-28

The study focuses on analyzing the impact of digital marketing on shaping demand for pellet heating equipment in Ukraine. The relevance of the topic is determined by the growing importance of renewable energy sources and the need for energy independence under martial law and energy market instability. Pellet heating is considered one of the most economically viable and accessible solutions, particularly for small and medium-sized enterprises. At the same time, increasing competition between domestic and foreign manufacturers highlights the need to identify effective promotion channels. The research emphasizes the decisive role of the digital environment, which has become the main platform for consumer interaction. Modern buyers aim to obtain comprehensive online information, including technical specifications, installation instructions, customer reviews, and video demonstrations. This shift reduces the importance of traditional offline exhibitions, redirecting efforts toward digital tools. The findings reveal that the most effective customer acquisition channels are YouTube, organic search, and paid search advertising, while marketplaces (Rozetka, Epicenter Online, Prom.ua) play a supportive role in the sales funnel thanks to strong SEO visibility and enhanced brand trust. The corporate website is identified as the central element of the communication strategy, as it ensures the conversion of consumer interest into concrete actions such as inquiries or purchases. In contrast, social networks, display advertising, and external links show low efficiency in this industry. The scientific novelty of the study lies in the lack of specialized research systematically analyzing digital promotion channels in the pellet heating equipment segment. The practical significance of the results is in identifying the most effective digital marketing tools that allow companies to optimize budgets, strengthen competitiveness, and accelerate the adoption of modern autonomous and energy-efficient heating systems in the Ukrainian market.

RESEARCH OF WORLD AND DOMESTIC EXPERIENCE IN THE USE OF TRADEMARKS

Olha DULKA — 2025-08-28

The article explores the global and domestic experience of using trademarks as key objects of intellectual property in the food industry and hospitality sector. The authors highlight that trademarks, brand names, and brands play a crucial role in shaping consumer perception, enhancing competitiveness, and ensuring sustainable business development. The research emphasizes that trademarks not only perform the function of product identification but also form the basis of consumer trust and loyalty, which are particularly significant in the hospitality industry.

The study provides a legal framework for the protection of trademarks in Ukraine, referencing the Law “On Protection of Rights to Marks for Goods and Services,” which defines their types, registration procedures, and the scope of intellectual property rights. The analysis shows that trademarks can be verbal, graphic, three-dimensional, sound, or color combinations, all of which allow enterprises to distinguish their goods and services from competitors. Special attention is given to the importance of international registration through WIPO to secure trademarks on global markets and protect businesses from unauthorized use.

A SWOT analysis of trademarks in the food and hospitality industries demonstrates their strengths, such as consumer identification, trust, and competitive advantage; weaknesses, including high costs and lengthy registration processes; opportunities, such as globalization, digital marketing, and franchising; and threats, including intellectual property infringements, legal disputes, and shifting consumer preferences. Case studies of international brands like Hilton, Marriott, and McDonald’s, as well as Ukrainian enterprises such as Premier Hotels and Resorts, Reikartz/Optima Hotels & Resorts, and Dmitry Borysov’s restaurant group, illustrate the practical significance of branding and legal protection in achieving market success.

The conclusions underline that trademarks and brand names serve as powerful tools for positioning and differentiating businesses in highly competitive industries. The article stresses the need for enhanced awareness of intellectual property rights among domestic producers and calls for the adoption of specialized legislation regulating brand names and branding practices in Ukraine. Ultimately, trademarks are recognized as intangible assets that contribute not only to consumer orientation but also to the long-term profitability and competitiveness of enterprises in the global market.

WORLD EXPERIENCE IN THE DEVELOPMENT OF ECOLOGICAL TOURISM IN NATURAL PROTECTED AREAS IN THE CONDITIONS OF SUSTAINABLE DEVELOPMENT

Liudmyla TRANCHENKO — 2025-08-28

Protected areas play a key role in ensuring the sustainable socio-economic development of society. They not only perform their main functions of preserving biodiversity and protecting the environment, but also create favorable conditions for recreation, tourism, and meeting the recreational needs of the population. Among the various forms of travel, ecotourism is becoming increasingly popular in the world. This direction is developing in both developed and developing countries, as more and more tourists seek to visit natural landscapes preserved in their pristine state. Routes that allow you to directly experience harmony with nature and learn about unique ecosystems are especially attractive. Despite this, discussions are ongoing among scientists about the possibility of achieving such a tourism model that would fully comply with the principles of the global concept of sustainable development. Practice shows that the most successful examples of ecotourism implementation are characteristic of those countries where the principles of rational nature management, active involvement of local communities and environmental education of tourists are purposefully implemented. The article considers the international experience of organizing ecological tourism in nature reserves. Based on the analysis of European and American practices, both common features and differences in organizing trips to nature reserves were identified. This allowed us to determine the features of the formation of tourist routes, approaches to natural resource management and interaction with the local population. World practice convincingly proves that ecotourism in the context of sustainable development involves: preserving nature and biodiversity, economic benefits for the region through infrastructure development and job creation, support for local communities and cultural heritage. It has been established that effective management of nature reserves is a dynamic process that combines various types of activities. Its result should be the formation of a balanced system capable of satisfying the growing recreational needs of society without harming the environment. Thus, protected areas become an inexhaustible resource for environmentally friendly tourism, which contributes simultaneously to economic growth and the preservation of natural and cultural heritage.

THE USE OF ARTIFICIAL INTELLIGENCE IN OMNICHANNEL COMMUNICATION STRATEGIES OF RETAIL

Arman AKHTOIAN — 2025-08-28

The article investigates the transformative role of artificial intelligence in shaping omnichannel communication strategies within the retail sector. The omnichannel approach is examined as a fundamental direction in the evolution of modern trade, emphasizing its capacity to integrate multiple customer touchpoints into a seamless and consistent experience. It is substantiated that the implementation of intelligent technologies is no longer optional but rather a prerequisite for retailers striving to maintain competitiveness in highly dynamic markets. The research demonstrates that the application of machine learning algorithms enables retailers to forecast demand with higher precision, identify customers at risk of churn, assess individual purchase propensities, and design personalized offers in real time, thereby increasing both operational efficiency and customer engagement.

The article systematizes the main artificial intelligence tools applied in omnichannel strategies, ranging from natural language processing for chatbots and virtual assistants to recommendation engines, predictive analytics, and computer vision systems. Based on their functionality, three conceptual groups of AI use in the omnichannel environment are distinguished: tools that analyze and interpret customer data, technologies that enable personalization and adaptive communication, and systems that optimize decision-making processes in marketing and pricing management.

Attention is devoted to practical experiences of both foreign and Ukrainian retailers, with illustrative examples of AI implementation for service personalization, dynamic pricing, and the optimization of omnichannel marketing campaigns. The findings demonstrate that the integration of AI into communication strategies significantly enhances the efficiency of retail business models, strengthens consumer trust and loyalty, and creates sustainable competitive advantages in a market characterized by rapid digitalization.

The study also outlines the main vectors for the future development of AI in retail. These include advancing big data analytics and real-time data processing systems, embedding predictive models into CRM and ERP platforms, and expanding the capabilities of marketing process automation to cover the full customer journey. In addition, the importance of ethical considerations, transparency in algorithmic decision-making, and data security is highlighted as essential conditions for the responsible use of AI. The article concludes that the synergy between the omnichannel approach and artificial intelligence represents a decisive factor in shaping the next stage of retail transformation, enabling businesses to not only respond to current market demands but also proactively anticipate consumer expectations.

ORGANIZATIONAL DRIVERS OF INNOVATION-DRIVEN VALUE CO-CREATION IN MANUFACTURING LOGISTICS NETWORKS UNDER TECHNOLOGICAL AND INFORMATION UNCERTAINTY

Andriy PYLYPENKO — 2025-08-28

Contemporary globalization and the emergence of Industry 4.0 have shifted competition from individual firms to integrated logistics networks, foregrounding the co-creation of innovative value as a key condition for supply-chain performance. Escalating technological and informational uncertainty undermines the effectiveness of classical coordination mechanisms and calls for new approaches to organizing cooperative networks. This article aims to advance the theoretical foundations and develop methodological recommendations for organizing the co-creation of innovative value among participants in logistics networks of manufacturing collaboration under technological and informational uncertainty. We employ a systems perspective, theoretical synthesis, Organizational Information Processing Theory (OIPT), the Decision-Making Trial and Evaluation Laboratory (DEMATEL), and organizational process modelling. The study is grounded in the theory of dynamic capabilities, service-dominant logic, principles of innovation management, and network governance. We propose a taxonomy of organizational determinants of innovative value co-creation comprising four groups: architectural–structural (modularity and interoperability), behavioral–relational (trust and partnership), resource- and capability-based (flexibility of network contracts), and institutional (alignment of norms and rules). An integrative framework has been developed to trace how organizational potential is transformed into co-created innovative value. We introduce a composite evaluation of co-creation effectiveness based on contrasting leading and lagging indicators. A causal model is constructed that links organizational determinants to the mechanisms of innovative value creation. We further elaborate a methodological approach for assessing each network participant’s contribution through a weighted aggregation of effects. The results can inform organizational modelling of manufacturing collaboration networks, optimize role allocation among participants, and enhance the effectiveness of innovation activities under technological and informational uncertainty.