Business Inform

16-22

Authors: Kavun-Moshkovska O. O.

The article is aimed at researching the structural and territorial characteristics of the largest marketplaces in the world electronic retailing and determining the features of the consumers’ attachment to them. A systematization and analysis of works of domestic and foreign scholars showed that the studies on the structural and territorial peculiarities of the development of electronic retailing of the world in the context of the place of marketplaces therein are paid insufficient attention. As a result of the carried out research it is determined that gradually the marketplaces become powerful players in the market of world electronic retailers – in 2019, they provided more than 50% of online sales, the next years are expected to increase this indicator. As of today, the marketplaces include the platforms that offer mainly universal assortment of goods (61,6% of all structures), covering different market segments. The universal marketplaces also occupy leading positions as to the level of attendance – 92,15% of the total visits to the sites. The analysis showed that the largest number of markets is located in Europe (35,4%) and North America (28%), but the leaders in terms of the level of attendance are platforms from East Asia. It is determined that among the leading marketplaces two business models are common: classical and combined (a combination of an online store with a classic trading platform). According to the results of the study, the role of marketplaces as generators of an increase in the incomes of business entities in the sector of electronic retail trade, along with an increase in their geography and scope of activity, is forecasted. Prospect for future research in this direction be the study of regional peculiarities of the development of marketplaces, including in the B2B sector.

28-35

Authors: Salikhova O. B., Honcharenko D. O.

The article is aimed at defining the conceptual foundations of the strategy of development of the high-tech industry of pharmaceuticals and medical products in Ukraine by 2030, based on the modern challenges and threats, as well as global trends in the technology development. Based on the analysis and synthesis of scientific achievements of Ukrainian scholars and practitioners, as well as preliminary results and conclusions of the authors’ own researches, the article provides endogenous and exogenous barriers that prevent the innovative development and expansion of pharmaceutical production in Ukraine; the purpose, priorities, key directions of scientific, technical and innovation activity, as well as measures on the part of government policy in the interests of pharmaceutical development of Ukraine are defined. Attention is focused on the need of a comprehensive approach to the implementation of priorities: development and market release of new biological and chemical pharmaceuticals; medical products; fillers and packaging materials; equipment for pharmaceutical production. It is substantiated that this will create resources for the production of high-tech pharmaceutical products based on the endogenous innovations with a high level of localization, value added, export potential and reduce dependence on imports of technologies and means of production. Recommendations are proposed as to: improving the normative-legal and institutional principles of the development of pharmaceutical industry; strengthening the cooperation of the State, academic, educational, private sector and public; creating stable resources of funding programs and projects on the basis of public-private partnerships. It is proposed to introduce identification and certification of pharmaceutical goods that meet the criteria of «high-tech product created on the basis of endogenous innovation» and providing preferences at their procurement.

43-49

Authors: Kondro I. V.

The article is aimed at identifying destructive factors and tendencies regarding excessive growth of import dependence of the national economy; substantiating the directions of the import substitution policy as a response to the strengthening of real and potential threats. The destructive factors of the national economy import dependence, which is a consequence of the ineffective State policy in different branches of the national economy, are identified. It is specified that these factors are a prerequisite for the emergence of real and potential threats to economic security of the national market. The author analyses causes of emerging the destructive elements such as: imbalance of distribution of financial resources between economic sectors; presence of structural imbalances; inability of national industry to satisfy the growing demand for high-tech and innovative products; low innovative activity of domestic producers; the fallen down cost-effective demand for scientific and technical products and chronic investment hunger; conservatism in industrial policy and use in the production of morally and technically outdated equipment; presence of institutional barriers and conflicts, which slow down the change of the structure of total demand in favor of innovative and qualitatively better products and a corresponding change in the structure of national products. The reasons and circumstances of the emergence of the disparity in the foreign trade of Ukraine and the unjustified low orientation level of national commodity producers towards the national market are emphasized. The perspectives of future scientific researches, in particular integral evaluation of import dependence and elasticity of its relations with economic security of the State, analysis of import substitution policy from the position of strengthening of economic security of the State are determined.

59-65

Authors: Klymchuk M. M., Ilina T. A., Klymchuk S. A., Khomenko N. Y.

The article is aimed at developing a functional-structural model for evaluating the impact of digital technologies on the activities of enterprise taking into account the contour of economic policy implementation based on digital transformation. Intensifying the pace of digital transformation at all levels of the economic system, increasing competition in the domestic and foreign markets, limitedness of the traditional growth resources determine an actualization of the problems of ensuring a sustainable development of industrial-economic systems. Defining the factors of progressive development, the scholars are unanimous that the key to the economic growth of enterprise is the introduction of digital technologies. That is why the key condition of development of production-economical systems is management of investment into digitalization. Systematization and generalization of scientific developments of leading domestic and foreign scientists provided an opportunity to isolate directions of digital technologies development, advantages of their incorporation in the production-commercial activities of enterprise and provide the theoretical and instrumental basis for research problems of investment into the process of digitalization. The theoretical basis of the management of investment into digital transformations in the enterprise in the context of a comprehensive approach are the system economic theory and the integrated theory of IT-risk management. A contour of economic policy implementation on the basis of digital transformation is suggested, within its structure a characterization of the levels of implementation of digital technology is given from the standpoint of the architectonics of economy system. A functional-structural model for evaluating the impact of digital technologies on the activities of the enterprise depending on functions, digitalization effects and terms of the investment management is developed.

77-82

Authors: Chekmasova I. A.

The article is aimed at studying the status and dynamics of the FDI flows into the industry of Ukraine for the period of 2015–2019, taking into account the reinvested income of foreign investors. The methodological approaches to statistical account of foreign direct investments that meet international standards and recommendations of the International Monetary Fund are considered. The essence and content of the reinvested incomes as an economic category and a key component of foreign direct investment are defined. The analysis of statistical reports on the structure and dynamics of foreign direct investment into the industrial sector of Ukraine for 2005–2015 is analyzed. It is found that the sectoral distribution of investment resources is focused on the low-tech branches of the raw-material extractive industry and does not meet the needs of structural and technological modernization of production. The author defines the industries with a significant seizures of foreign capital in the form of reinvested income, which indicates low efficiency of doing business and requires special attention. Stopping the outflow of funds from the major industries of Ukraine and attracting new real investors is possible through the improvement of the State policy aimed at normalizing the investment climate, renewing the industrial economy and promoting innovative transformations. Prospects for further research in this direction are determining the relationship between the reinvested incomes and financial results of enterprises in the industrial sectors of Ukraine.

93-99

Authors: Tkachuk O. Y., Pankova A. Y.

The Foresight technology is considered in world practice as an effective forecasting instrument, intended to research the future, or to prognose the future development of economic activities. Most of the authors consider the use of Foresight at national and global levels – through the theoretical or methodological aspects. Much less considered is the practice of applying Foresight at the regional level. Lack of experience on the practical application is one of the problems in increasing the competitiveness of regions in the prevailing conditions. The article considers the results of use of the method of critical technologies of Foresight concerning agricultural sector at the regional level. A region is regarded as a subject of competitive processes in the context of globalization. The purpose of the research is to determine the critical technology in AIC at the regional level, capable to implement in the final phase of the Foresight application to influence the industry production, markets, environment and, ultimately, competitiveness of the industry in the region. Outlining the scope of usage of Foresight, the authors consider the following key issues of the industry, which are: agri-ecological condition of the land; social issues – creation of workplaces in rural areas, provision of food production for the population, according to the medical norms and at affordable prices. The results of the research have found that the technology of keeping the dairy herd pasture-fed can become a critical technology, a potential factor in the revival of cattle breeding in the region. The presented approach will solve the problem of conservation of soil fertility as key competencies in development of the agri-industrial complex in the region, necessary for obtaining high yields of agricultural crops, and also allow to solve social problems with jobs creation, provision of the population with food products, according to the medical standards, and will impact the development of dairy products market.

112-117

Authors: Meleshko K. К.

The article analyzes the recreational resources of Kharkiv region. It is noted that its recreational resources due to the territory, geographical position, presence of a combination of natural, anthropogenic, technical, socio-economic complexes should be effectively used for tourism development in order to develop and restore the spiritual and physical forces of a person, to help increase both labor efficiency and the level of satisfaction with life. A detailed analysis of all types of natural recreation resources shows the possibility of development of thematic tourist areas by the districts of Kharkiv region. 70% of the natural reserve fund of Kharkiv region consists of different-profile wildlife preserves: botanical, entomological, hydrological, ornithological, forest, general zoological, hunting – of both local and national significance. It is noted that in the Kharkiv region there is a significant recreational potential, which is not limited by objects that have received the official status of national or regional importance, but still can lead to interest from potential users of tourist services. Analyzing the recreational resources of Kharkiv region leads to the conclusions, that in the region are fully present all types of natural and cultural-historical recreational resources for development of all types of tourism. There are favorable geographical conditions for creation of thematic tourist areas and directions by the districts of Kharkiv region. Registering, elaborating programs for preservation and development by the State institutions of different levels of wildlife preserves, protected nature areas, historical monuments, architecture, monumental art, etc. provide for their existence, but lack of financing inhibits the restoration, along with creation of appropriate infrastructure. Therefore, for the development of tourism in the region it is necessary to attract investments from enterprises and individuals.

125-130

Authors: Dilenko V. О., Tarakanov N. L.

The article is aimed at economic and mathematical modeling of influence of logistic mechanisms on the processes of equilibrium price formation. An approach to consideration of logistics factor in mathematical models of the equilibrium price formation is proposed, according to which virtual logistician is introduced into the model, which, unlike the auctionist in the classical economic and mathematical models of this type, acting on one particular rule, is able to choose on a rational way the rule of price adjustment for balancing the market at some given aggregate. In the system «producer – consumer – market», rules of equilibrium price formation can be related to each of the three specified elements. As a criterion of choice of rules are considered the minimum time of achieving the equilibrium price (some approximation) or the maximum sales volumes with the value or natural calculation. Analysis of the constructed mathematical models (proposed modifications of the equilibrium price model of Evans) allows to demonstrate the possibilities of logistic mechanisms that provide improvement of the most important parameters of market functioning. The probable directions of development of the presented results may be related to research of economic and mathematical problems of construction and type assignment of the possible rules of action of the logistician in the market in order to bring it to equilibrium state in the most rational way.

139-147

Authors: Moskalenko N. O., Khvostikov A. I.

The degree of openness of the economy as the presence of ties with residents of other countries in the framework of export-import operations determines the potential impact of foreign trade on business development in the agricultural sector. Analysis of the indicators of economic openness in relation to Ukraine (the country's export quota, the country's import quota, foreign trade quota) for the period 2008–2019 allows us to state that the national economy falls into the category of open. At the same time, import quotas exceed export quotas by 7–15%, which indicates the predominance of imports in the structure of foreign trade. In order to develop a mechanism for effective management of foreign economic activity of the agricultural sector, groups of factors of external (supranational level) and internal (macro-economic level) environment are identified that have a direct impact on the nature of the flow and the volume of foreign trade. External factors included the following: liberalization of trade rules; the amount of duties in trading partner countries; non-tariff restrictions in trading partner countries; world prices; foreign market capacity; ecological situation; the domestic factors included: tariff restrictions; non-tariff restrictions; institutional component (level of corruption, level of bureaucratization); resource opportunities; level of technology development; domestic market capacity; state of transport and logistics infrastructure; exchange rate. Based on the identification of factors influencing foreign trade on business development in the agricultural sector, their expert assessment was conducted according to 3 criteria: weight of impact, the degree of impact and the probability of increasing the impact. According to the level of agreement of experts, assessed using the concordance coefficient, the results obtained should be considered statistically significant. Among external factors, world prices are considered the most favorable, and non-tariff restrictions in partner countries are considered the most threatening. Among the internal favorable factors, resource opportunities and the level of technology development are in the lead, among the unfavorable ones tariff and non-tariff restrictions, as well as the institutional component have been identified. The identified factors must be taken into account when developing strategies for starting a business in the agricultural sector.

154-160

Authors: Rakhman M. S., Prus D. V.

At the present stage of development of Ukrainian economy wholesale trade plays an important role, because it provides the necessary intensity and acceleration of the process of movement of goods in market conditions. The wholesale trade as such organizes and systematizes the movement of goods by distribution channels, and also promotes the quality of production and consumption of goods, serves as a link between production and circulation of goods. The relevance of research of the status and tendencies in the development of wholesale trade lies in its significance for both the economic and the intermediary activities in Ukraine. Wholesale trade is the instrument that helps to develop all branches of the economy. Research objectives are: analysis of the wholesale market, its main subjects, status and trends; search for weak areas in today’s situation of wholesale trade and analysis of the level of their criticality; defining directions of improvement of wholesale trade in Ukraine. Features and functions of wholesale trade are considered; role of wholesale trade is analyzed; the main indicators of the activity, turnover of food and non-food products are determined. Changes in the turnover volume from 2005 to 2019 are computed, the forecasted values of the turnover for the 2020 and 2021 are researched, taking into account the improvement and deterioration of main factors of influence. The main problems which are harmful to the development of wholesale trade in Ukraine are characterized, as well as measures and directions on development of wholesale trade are suggested.

166-174

Authors: Burennikova N. V., Yarmolenko V. О., Zavgorodniy I. V.

The article is aimed at suggesting and allocating the results of the authors’ researches on the current theory of the conceptions of narratives, cognitive projects and coherent effects as components of the SEE-management mechanism (as systems at the micro-level), in order to outline the prospects for their further development. Based on generalization of research results of the scientific works of both foreign and domestic scholars, conceptions of the aforementioned narratives are examined and supplemented by the authors’ own approaches. In particular, the trialektic paradigm construct of «narrative ? algorithm, cognitive project ? pattern» is supplemented with a constituent of the «evaluation results according to the indicators of coherence effects». This should provide a definite completeness and comprehensiveness of the mechanism of management of activities of enterprises. It is argued that the results of the study on narratives allows obtaining the necessary qualitative data on the content of the rules, norms of institutes, etc., which are impossible to obtain, analyzing solely statistical and other quantitative historical facts. It is confirmed that the narrative analysis is one of the useful methods of research, which allows to obtain realistic information about the functioning of the system. It is justified that the narrative analysis is one of the useful methods of research, which allows to obtain realistic information about the functioning of a system. It is emphasized that such information is knowledge, explaining repetitive economic actions, etc., which should become a compulsory component of the mechanism of management of modern enterprises. As a result of the study, it is grounded that an effective SEE management can facilitate the achieving of coherent effects between the mutually adjusted consequences of activities of a particular enterprise. The basic components of such management are highlighted. The prospects for further research are highlighting the applied aspects of implementing the results of the approaches proposed by the authors.

181-188

Authors: Rakhman M. S., Korabelskiy S. O.

This article is concerned with a familiarization with the world IT market, and also an analysis of Ukrainian IT-industry. Attention is focused on researching and forecasting the main indicators of the market and its structure. Analyzing the Ukrainian IT market allows to determine the situation and trends of development of this industry. It can also serve to create other, more detailed studies or to predict further development. The relevance of the topic is that IT market is one of the most progressive and rapidly developing markets in the world. According to scientists, in the near future it will displace most of the existing professions and create a lot of new ones. Therefore, an analysis of the IT market is necessary to determine the general trends and directions of development. The purpose of the publication is to determine the main aspects of the functioning of Ukrainian IT market in time, and to determine the main trends and directions as to adaptation of the enterprises to the pace of development of the industry. The subject of research is the economic and statistical analysis of the status and prospects for further development of Ukrainian IT market, increasing the demand for products and services of its production. Object of research are Ukrainian IT market itself and its main components. The publication uses the following scientific and statistical methods: synthesis, analysis, table, matrix, extrapolation method, economic and mathematical methods etc. The article researches: structure and classification of the world IT market; Ukrainian IT market in the context of the most popular programming languages; position of the country in the world rankings; staff composition of enterprises; share in the country’s total exports and the extent of the services sold. A dynamic analysis of sales and export services in the sphere of IT Ukraine is carried out. A matrix analysis of the IT market is conducted, which included SWOT and PEST-analysis, as well as relevant conclusions for each of them. Recommendations on the development and adaptation of Ukrainian IT market to the world trends in this industry are elaborated.

200-207

Authors: Osmyatchenko V. O., Vavilov V. V.

The article is aimed at studying the peculiarities of application of the computerized information systems of accountance and reporting in the institutions of physical culture and health recreation. It is proved that the adoption by the managers of different levels at institutions of physical culture and health recreation of effective managerial decisions, especially in the conditions of world pandemic COVID-19, is possible only when receiving timely, complete, accurate, objective information on economic activities of the enterprises provided by the system of accountance and reporting. It is substantiated that, in the conditions of globalization and world pandemic COVID-19, a modification of the existing and emergence of new accounting tasks is going on, which is caused by the reorientation to the online services, change of motives and requests of all interested in accounting information of the participants of economic relations. The tasks of accountance at the institutions of physical culture and health recreation are formed and systematized. To make efficient managerial decisions in the accounting and analytical system of an institution of physical culture and health recreation, it is proposed to allocate four sections of information: accounting, analytical, forecasting, and management. It is proved that the main task of information systems and technologies of accountance at the institutions of physical culture and health recreation of Ukraine is achievement of a more qualitative level of cooperation, coordination and communication of the information relations between the departments and consumers of the services for making efficient managerial decisions. The algorithm of the automated process of taking account of any economic management operations at the institutions of physical culture and health recreation by means of accounting modeling is suggested.

214-223

Authors: Sokolovska A. M.

The article is aimed at analyzing changes in the tax system of Ukraine that occurred as a result of its reform, in the context of its general characteristics such as the tax burden on the economy, the factors of production and consumption. In the process of researching the tax system along with the computation of its main indicators (tax rate, share of labor taxes, capital and consumption in GDP and implicative rates of specified tax groups), based on the use of methodological and methodical approaches of the European Commission, and their statistical analysis, widely using the method of comparative analysis – comparison of Ukraine’s tax system with the tax systems of post-socialist countries of the EU (EU-11). According to the research, it is determined that the tax reforms that were conducted in Ukraine during the period of 2010–2019 resulted in: reduction of the total level of tax burden on the economy, which was held due to the reduction of the share of GDP, which is redistributed through the single social contribution; reduction of the tax burden on the «labor» production factor to the level lower than the intermediate level in the EU-11 countries and in most countries of this group; shifting the tax burden from capital to consumption, manifested in the balance between the implicit rates of the respective tax groups: if the tax rate in 2014 is greater than the implicit rate of taxes on consumption, then from 2014 the situation is changed to the opposite, which testifies to positive structural changes in the tax system of Ukraine, which are considered more favorable for economic growth.

230-235

Authors: Ozerova A. G., Levkovich O. V.

The article is aimed at defining the theoretical foundations of management of financial stability of the insurance company; carrying out an analysis of indicators; developing directions of improvement of financial position on the example of insurance companies of Ukraine. The article discloses the main criteria for ensuring a stable activity of the insurer. The notion of financial stability of the insurance company as an indicator of its efficiency, as well as the principles of financial stability of the insurance company are defined. Principles of financial stability of the insurance organization and a group of factors influencing financial stability are considered. The relative indicators of financial stability of insurance companies of Ukraine during the period of 2017–2019 are analyzed and the main shortcomings of their work are identified. It is emphasized that negative factors which influenced financial stability of insurance companies of Ukraine became the following: increase of dependence on external sources of financing (loss of autonomy); increase in receivables, which resulted in the removal of current assets from the turnover; increased financial risk due to the imperfect diversification system; reduction of own capital manoeuvrability and insufficient reserves. The mechanism of management of financial stability of the insurance organization is characterized and the main criteria for ensuring stable activity of the insurer are allocated. The list of measures directed towards improving financial stability of the insurance company is outlined. Ultimately, the outcome of the proposed measures should be increased solvency, increased equity, balancing the tariff policy and the insurance portfolio, reducing the level of dependence on external sources of funding and risks.

242-248

Authors: Petrenko V. S., Karnaushenko A. S.

The article is aimed at substantiating the appropriateness of the use of venture financing (as a new, most progressive form of investment) to stimulate youth entrepreneurship in the Ukrainian segment of venture enterprises. Based on the materials mentioned in this article, it can be noted that: innovative activities and development of venture entrepreneurship are the most fundamental conditions that provide macro-economic stability and a balanced economic growth; venture entrepreneurship in Ukraine is not sufficiently developed presently, which can also be connected with the unfinished process of forming the innovation infrastructure required for the introduction of progressive innovative ideas; unavailability of investment resources seriously prevents intensification of innovation activity in youth entrepreneurship; venture financing is the optimal form for attracting investments into innovation activities, as well as commercially successful projects of youth entrepreneurship. The article considers the main methods of venture financing of youth entrepreneurship in the early stages of project; correlation of financing of youth entrepreneurship with the investment of enterprises in Ukraine as such is determined; dynamics of financing of youth entrepreneurship and entrepreneurship over the world are provided; ratio of innovative venture concepts implemented in the segment of youth entrepreneurship in the world is considered; level of development of innovation infrastructure in the selected European countries is evaluated; problems hindering development of Ukrainian innovative youth entrepreneurship using the mechanism of venture financing are generalized; conditions of development of venture financing in Ukrainian economy are defined.

262-269

Authors: Izmaylov Y. O., Yegorova I. G.

The article is aimed at analyzing the theoretical and practical foundations of activity of the National Institute of Tax Counseling together with the possibility of introducing best practices of the developed countries in Europe for the implementation of organizational and legal regulation with regard to determination of the vector of tax market development in Ukraine. It is determined that tax counseling is a kind of professional activity concerning the provision of the customer (the person requiring consultations) on paid basis of services, promotion of proper carrying out of taxes and fees by the taxpayers, fulfillment by tax agents and other persons of the obligations stipulated by legislation on taxes and fees. It is proved that the Institute of Tax Counseling in Ukraine is at the inception stage. Therefore, it is important to study the peculiarities of the foreign countries’ experience in applying such counseling. It is grounded that in the European Union countries almost all processes of tax counseling organization are legally regulated, which acts as a significant part of business infrastructure and one of competitive advantages for business development. It is determined that the International Tax Counseling Institute in Europe is represented by two professional organizations: the European Confederation of Tax Advisers and the European Federation of Tax Advisers, comprising 33 national organizations from 26 European countries, which unite more than 200 000 experts. The main problems and factors that significantly inhibit the development of the national tax counseling industry in Ukraine are identified and grouped. Given the experience of the foreign countries in Europe for the development of the national consulting industry in the context of increasing its competitiveness and development, the main measures to improve tax counseling in Ukraine are proposed.

278-287

Authors: Buzhymska K. O., Tsaruk I. M.

The article is aimed at defining the essence, structure and basic elements of the management mechanism of enterprise development based on a combination of methods of scientific abstraction and systemic approach to the enterprise. As a result of the research it is determined that the management mechanism of enterprise development is an aggregate of combined mechanisms with complex interrelations which include: mechanism of development of development plan; organizational and economic mechanism of development; mechanism of implementation of the development plan; mechanism of control and evaluation of process and results of development; mechanism for adjusting the development plan; mechanism for coordination of the development process and components of the respective mechanism; mechanism for regulating the development process and components of its mechanism; mechanism of motivation of the development process. Each of the allocated mechanisms has its own complex structure, which ensures its effective functioning and interaction with other management mechanisms of enterprise development. An important point is the allocation of mechanisms for adjusting plans for development, coordination and regulation of development process and components that are to provide feedback, flexibility and adaptability to the functioning of all components of the management mechanism of enterprise development. Based on a systemic approach to the development process, the interrelations between its individual mechanisms, systems and management mechanisms of enterprise as a whole are determined. Prospect for further research in this sphere is to study the interrelations and interaction of the mechanisms of management of the development of different hierarchical levels of the economy in order to increase their efficiency and effectiveness by improving the existing and forming new mechanisms adequate to modern conditions of economic management.

293-299

Authors: Kohut I. V., Luchko H. Y.

One of the main factors, which slows down the development of the construction industry in Ukraine, is the problems with the companies’ staff. The article determines that the enterprises in the construction industry for their further development need to implement projects, aimed at improving staff, developing systems of its motivation, improving the staff recruitment system. Feasibility of implementation of projects of implementation of automated system of recruitment and attestation employees at the enterprises of construction sphere is substantiated, implementation of which will allow to get business processes going, to improve communication between co-workers, to provide managers with a tool of control over work of own staff and to form the appropriate motivation systems. To increase the implementation efficiency of such projects, the stakeholders of project are analyzed on the basis of the model of Mitchell, Agle and Wood. The main stakeholder groups are defined; their impact on the project along with classifying on the basis of the present attributes of «power», «legality», «urgency of requirements» is carried out. For key stakeholders, appropriate cooperation strategies have been developed, the application of which will allow the management of enterprises in construction industry to establish communication with their own staff and key stakeholders, which will further ensure the success of implementation of such projects in favor of companies.

309-315

Authors: Fedotova I. V., Shynkarenko V. G.

The article is aimed at substantiating the composition of the enterprise’s viability management system based on the use of cybernetic approach to modeling systems. The theoretical principles of enterprise viability management are examined. A cybernetic scheme of a hierarchical contour of the MTE control is suggested, in which four levels of management are allocated. The control system is described as the interrelationship between two cycles: elementary and expanded. The expanded cycle corresponds to the management of a viable enterprise in general, and the elementary cycles are carried out to manage certain processes of the operation of the enterprise that ensure the viability of the enterprise. A three-level model of the viability management system of motor transport enterprise is proposed, determining the composition of management functions at each of the following levels: higher, medium and primary. The control subsystem (management subject) is represented in the form of an administrative cycle, in terms of which the decisive, transforming and information-control blocks (classes) of functions are allocated. The composition of subsystems is formed in such a manner so that their functioning would ensure integration, coordination of the processes of achieving the strategic, tactical and operational goals of the enterprise in the sphere of maintaining its viability. The controlled subsystem (management object) is represented by the process of enterprise operation, executive structure, as well as structures of instruments and labor means. The formed management system has a target-oriented cyclic nature, allows to react in time to changes in internal and external environment of the enterprise, promptly use the obtained information in the management system.

322-330

Authors: Piatnytska G. T., Shevchun M. B.

The article is aimed at developing scientific approaches to assessing the impact of logistic processes on the management of trade enterprises. To achieve the goal, general scientific and special research methods were applied. It is determined that there are no separate departments at small trade enterprises of Ukraine that would directly deal with the quality of logistic processes. Whereas in both large and medium-sized trade enterprises and in various kinds of trade associations and networks today special attention is paid to logistic processes. It is found that trade enterprises can cooperate with partner enterprises that provide various specialized logistic services, either by combining within a single company (corporation) and generating in this way synergistic effect, or by building interaction on the basis of outsourcing. The carried out systematization of scientific views on logistic processes in trade and the specifics of their management allowed to combine them into seven data groups. According to the survey of directors and managers of trade enterprises, a matrix of identification of the force of influence of the indicators of logistic processes management on the performance indicators of the general management of the enterprise is built. It is concluded that the proposed scientific approach to assessing the impact of logistic processes on the management of trade enterprises will improve the quality management of their logistic processes. It is identified that the growth of revenues and satisfaction of consumers of trade enterprises is most affected by the quality of logistics, and their profitability – by the efficiency of the costs of logistic processes. It is stated that the results obtained can be used to determine the cause-and-effect relationships to ensure effective management of the quality of logistic processes at the enterprises of trade.

338-345

Authors: Varuk V. V.

Improving both the environment and the welfare of citizens is important for the transition to a stable and better future and is the focus while carrying on the transformation of communities. One of the ways of this transition is the introduction of a smart specialization strategy aimed at ensuring comfortable living conditions that characterize the modern development of the welfare of citizens. The purpose of the article is to study and map the general directions of the influence of the smart specialization strategy on the welfare of residents of territorial communities. The impact of the smart specialization strategy to ensure the welfare of residents of territorial communities is determined by analyzing, systematizing and summarizing the work of many foreign and domestic scholars. The research examines different visions of the concept of smart specialization and formulates the main directions of implementation of this strategy. The world experience of smart specialization development is analyzed. A table of influence of the strategies for smart specialization on community welfare has been developed. Prospects for further research in this direction at the conceptual level are to fill a certain scientific vacuum in studying the impact of smart specialization strategy on the welfare of residents of territorial communities, noting the contribution of researchers to the development of the problem.

352-358

Authors: Vereskun M. V., Zaharov S. V., Kolosok V. M.

The research is aimed at classifying the types of Internet traffic in modern conditions, concretizing the advantages and disadvantages of its main types and developing recommendations as to the use in the system of integrated Internet marketing of Ukrainian enterprises. This article describes the concept of Internet traffic. It is identified that in its work each company uses two main types of traffic: free (search, direct, referral) and paid, or advertising traffic. The main advantages and disadvantages of each type of traffic are specified. It is proved that, in the strategic perspective, the best choice appears to be the active SEO promotion, i.e. investing resources in increasing the flow of unmanageable, but free, traffic. It is noted that advertising (paid) traffic is the most effective tool for rapidly increasing the flow of potential customers at a short time interval. It is found that the proportion of different sources of Internet traffic of the company depends heavily on the type of business that the company is engaged in. The obtained results will allow enterprises in different industries to adjust their Internet marketing strategy taking into account the identified tendencies.