Business Inform

14-20

Authors: Starchuk N. V., Liebiedieva D. O., Bondarets O. M.

In the context of market economy in Ukraine, specialists should know the essence of market self-regulation: economic laws, the effect of a market mechanism, market pricing. Such information is given by fundamental (theoretical) economic disciplines, the courses of which in the higher education institutions of Ukraine must be really thought out. When choosing a model of transition from planned to market pricing and in subsequent pricing policy, there was a lag in economic theory and insufficient economic training of specialists as to issues of market pricing, which was chosen as the object of research. The article examines the market pricing materials in the courses of fundamental economic disciplines, textbooks and manuals. According to the results of research, the following conclusions are drawn: in textbooks and manuals on political economy there is not enough information on economic pricing laws, the effect of the market mechanism (only the first two economic laws are mentioned). It is proposed to systematically teach all seven economic pricing laws: their essence, effects, relationship and distribution according to the economic systems of society. The authors have developed the model «Market mechanism effect. Economic pricing laws». In the course of political economy, it is advisable to study not only the industrial market economy, but also the post-industrial information and network economy, the patterns of which are not yet properly known and are fundamentally different. In the course of microeconomics, attention should be paid to the markets of imperfect competition, where a company can influence the price, namely: the markets of monopolistic competition. More attention should be paid to the elasticity of demand in order to develop an effective pricing policy of the company. In the course of macroeconomics, special attention should be paid to keynesian theory, which, unlike neoclassical, correctly considers the markets of goods, services, labor, money imperfectly competitive markets, and their prices not completely flexible (crunch effect). A comparative analysis of political economy and economics is carried out and a conclusion is made about the priority of political economy, which is paid more attention. The fallacy of the trend of displacement of applied fundamental economic disciplines in Ukraine, which are the basis for economic policy, is substantiated. Proposed: economists-theorists shold be trained at HEIs separately; to strengthen the economic training of higher education applicants regarding not only economic, but also non-economic specialties, which will ensure optimal unity of empirical, theoretical and applied knowledge, as well as the possibility of creative approach to understanding the role of economic theory in planning opportunities for personal professional development.

27-33

Authors: Pererva I. M.

The article is aimed at researching the specifics and features of the concept of «creative industries» and defining the criteria that would identify activities as belonging to the creative sector precisely; studying the concept of «creative industries» and their relationship with «cultural industries»; disclosing the essence of various classifications of cultural and creative industries; generalization of theoretical approaches to the studies on this sector. As result of the research, the main approaches of scholars, practitioners and organizations on the definition of the concepts of «cultural industries» and «creative industries» and the peculiarities of the development of this sector of the economy are analyzed and disclosed. The genesis of these concepts in various literary sources is highlighted and the formation of the creative industry as an integral part in the transition from industrial society to intellectual is shown. The relationship and the proportion of cultural and creative industries are examined. The role of creative industries in innovative processes is considered, which allows to identify their impact on both economic and social development of society. Both the personal and the organizational models of classification of creative industries in historical retrospective of periods of creative industries development are provided. The peculiarities and characterizations of the models of classification of creative industries and the basic conditions for the inclusion of industries in the creative sector are determined. Based on the analysis and generalization, the main criteria are allocated that will allow identifying activities as belonging to the creative sector. Prospects for further research in this direction are the use of creative industry criteria to develop a universal system of classification of creative industries and a comprehensive idea of development of the creative sector in general.

40-48

Authors: Zvarych I. Y.

The transitive path of transition from linear to circular economy is marked by a change in the positioning of global risks from year to year, which is strictly defined by the determinants of such a change. Thus, the main risks for 2020 according to the World Economic Forum are those related to the environment and occupy the first positions in the ranking for the last three years (in particular, in 2019, the most influential was the risk of extreme weather events). A gradual increase in awareness of this risk has led to a change in the moods of both manufacturers and consumers. Experts assessed climate change as the main risk in 2019, ahead of losses from cyberattacks, financial instability and terrorism. Thus, in order to mitigate this risk in 2020, the global business community proposed to implement circular «constructions», reducing the use of resources and prioritizing low-carbon materials. The potential consequences of the transition to a circular economy regarding greenhouse gas emissions are significant, and they can be achieved mainly by increasing the efficiency of resource use; increasing the useful life of buildings and assets; increase in processing and reuse and absolute reduction of the use of primary raw materials. Reducing the intensity of materials production, sustainable land use and rehabilitation, protection of ecosystems, efficiency of the use of resources and renewable energy sources – all this is related to the concept of a circular economy that will help preserve natural capital. Thus, a circular economy can be seen as an effective strategy to help mitigate climate change.

58-64

Authors: Atamanchuk Z. A.

The scientific publication is aimed at exploring the communicative aspects of tourism, its value impact on humans, substantiating the peculiarities of the development of international tourism as a way to formation of cross-cultural tolerance. The article accentuates on the cultural values and value characterizations of international tourism, the role of the communicative culture of the individual as the main link in the concept of the theoretical model of universal human values, the importance of adherence to the principles of tolerance, which are becoming increasingly important in the modern world in the context of globalization of the economy, development of communications, growth of mobility, integration, interdependence and transformation of social cultures. The approaches to analyzing tourism as a social and cultural phenomenon are systematized, the stages of the communication process are distinguished. The author analyzes the content of the most significant documents in the sphere of international tourism adopted with the participation of the World Tourist Organization, which emphasizes the need to adhere to tolerant forms of communication. The focus is placed on the role of international organizations in strengthening cultural ties between peoples, mutual enrichment of cultures as a result of tourist exchange, observance of the principles of tolerance. On the way to the application in practice of establishing intercultural communications in international tourism, the article substantiates effectiveness of such methods as: introduction of an adequate system of acculturation, which involves such types of communication ties as integration, assimilation, division, marginalization at the levels of emotions, actions and cognition; creation of such conditions by the host party, which would contribute to increasing the level of satisfaction of tourists by establishing a constant exchange of information, maintaining feedback, disseminating content among visitors regarding the prospects for the development of tourist infrastructure of the host country.

77-83

Authors: Sidorenko O. M.

The article is concerned with considering the current trends in improving the State regulation of the public procurement system in Ukraine. The author defines that one of the key elements of ensuring an adequate level of the State regulation of the public procurement system in our country is the effective organization of the State-based financial control in this sphere. The basis for ensuring the latter is the smooth operation of the relevant State governance mechanisms. The research is aimed at disclosing modern aspects of the State regulation of the public procurement system by implementing the State-based financial control measures, allocating existing problematic issues and developing a model for assessment of efficiency of the measures that will be implemented in the course of its improvement, taking into account the peculiarities of the sphere of public procurement in Ukraine. When writing this article, a direct relationship between the level of efficiency of the State-based financial control in the sphere of public procurement and the level of efficiency of the State regulation of this sphere is determined. It is specified that the key management mechanisms used in the implementation of the State-based financial control in the sphere of public procurement are the organizational, informational and legal ones. Precisely on their condition directly depends the efficiency of the State-based financial control in this sphere. It is determined that each of the above-mentioned the State governance mechanisms has a number of complex, interrelated problematic aspects that impede the maximum level of efficiency of the State-based financial control in the sphere of public procurement. In order to neutralize them, the author proposes to use an automate model for assessing the efficiency of eliminating the shortcomings of the major management mechanisms used in the implementation of the State-based financial control measures in the sphere of public procurement. The presented model allows tracing the impact of relevant measures over time for both the short and long term, is adapted to the economic and socio-political realities of Ukraine, takes into account most of the economic and social risks in the sphere under research.

89-96

Authors: Kustrich L. А., Gomeniuk M. O.

Innovation is a major factor in the future development of humanity in general and the economy in particular. Ukrainian economy is currently going through a difficult period, which requires the search for innovative ways out of this situation. One of the possible ways to solve this problem is to build an innovative logistics strategy. The article examines the conceptual foundations of innovative and logistical activities in Ukraine. The essence and significance of the logistical approach in the activities of enterprises are defined. It is noted that the essence of the logistical approach is the integration of individual links of the commodity chain into a single system that will ensure the most effective management of the continuous material flows. The relationship of logistics with innovative activity of enterprises is identified. The place of logistical approach to management of innovative activity of enterprise is determined. Management aspects of innovation and logistics development are researched. It is specified that in conditions of openness of implementation of innovative processes, those enterprises that can quickly implement an innovative idea do gain a competitive advantage. The basic components of the conception of innovation logistics are outlined. The main provisions of the logistic conception in the development and management of innovative activities of enterprises are distinguished. It is summarized that innovative activity on the basis of logistics forms an effective mechanism for innovative management of enterprises. The use of a logistical approach to the management of innovative activities contributes to the achievement of the goal and strategic targets of the enterprise, in particular, with its implementation, the efficiency of economic, financial, economic and sales activities increases; the target audience is expanding, resulting in an increased demand for products (goods) and services; profit increases; competitive positions in the market are strengthened.

103-112

Authors: Lupak R. L., Rudkovsky O. V., Vasyltsiv T. G., Berezivskyi Y. P.

At the stage of formation of post-industrial society, the problem of implementing the strategy of transition to an intellectually oriented model of economic development is actualized, along with a comprehensive modernization of the socio-economic system of the State, which is explained by the need to develop new approaches to ensuring the competitiveness of the national economy as part of the world economy system. The research is aimed at substantiating the theoretical-methodological principles and developing practical recommendations for the introduction of institutional and innovative factors of technological development in order to ensure the competitiveness of the national economy in the context of global informatization. The object of research is the process of improving the State policy of ensuring technological development as the basis for the competitiveness of the national economy. In the process of research, the following general scientific and special methods were used: synthesis, system analysis, statistical and economic analysis, comparative and indicative methods, method of main components, groupings, logical analysis, strategic management. The dual impact of innovation activity together with institutional factors on strengthening the competitiveness of the national economy is substantiated; the prerequisites, volumes and effectiveness of technological development of the national economy of the country are characterized; the scope, factors and obstacles to innovation activity are determined; a structural and functional analysis of the efficiency of the system of the State-based regulation of technological development of the economic complex of the country is carried out; the institutional and legal basis of technological development of the economy is defined; the organizational and economic means and directions of infrastructure development of the research and innovation activity are substantiated. Prospects for further research in this direction are the definition of a number of institutional and innovative tendencies associated with socio-labor, demographic, foreign economic and other processes, in view of their ability to influence the pace of technological development of the national economic system.

119-133

Authors: Klepikova O. А., Sokolovska Z. M.

The article is aimed at studying and automating the stages of decision-making process for the development and implementation of health insurance products using the economic, mathematical, and simulation modeling. When analyzing the scientific works of scholars on the development of health insurance in Ukraine, the main stages of the decision-making process are allocated, the major of them are: the market need for an insurance product in the external environment; clear definition of the company’s tactical and strategic goals; examining the properties and characteristics of the insurance product; risk assessment and profitability of the insurance product. In the course of the study, the modeling of risk assessment, profitability of health insurance programs and analysis of the obtained results were carried out in detail. It is substantiated that a comprehensive analysis of the risk and profitability of health insurance programs will allow to form the necessary insurance reserves, to ensure the competitive position of an insurance company and to fulfill the targeted goals. If statistical information is available, any health insurance programs, including the COVID-19 insurance programs that require an assessment of pandemic risk, which requires special attention from both society and insurance, can be analyzed. It should be noted that modeling is a key element for assessing and managing pandemic risk. Prospects for further research in this direction are the expansion of the base of economic, mathematical and analytical models for assessing the risk of insurance portfolio and the inclusion in the simulation model of a wider range of factors of both the external and the internal environment.

139-145

Authors: Kovalchuk V. A., Kovalchuk T. M.

According to the purpose of the article, which is aimed at substantiating the compliance of the acquired competencies of higher education applicants in the field of economics and entrepreneurship with the content and the amount of program knowledge in mathematical statistics, a number of publications on this issue are analyzed. The existing competency-based approaches and peculiarities of training mathematics, as well as the essence of propedeutic knowledge and requirements for their subject matter are highlighted. The narrowed application of propedeutic knowledge and the lack of a systematic approach, taking into account interdisciplinary connections, are indicated. On the basis of the educational and professional program «Entrepreneurship, trade and exchange activities» the content of the working program of the discipline «Quality Management, standardization and certification» is analyzed. The essential tasks of the discipline are determined using statistical methods for the control and management of quality of products and services that require deep knowledge about mathematical statistics. The mechanism of establishing compliance of basic knowledge of the subject matter in mathematical statistics with applied tasks of quality management is proposed. The authors have elaborated the algorithms of systematization, evaluation and analysis of sampled data together with determination of type and parameters of their statistical distribution, corresponding to the main tasks of mathematical statistics. The presented algorithm of research is accompanied by visual diagrams, which step by step reflect the course of solving statistical tasks with the relevant formulas, tables and recommendations, which contributes to better and more conscious assimilation of the material. On the example of studying a particular professional discipline, a systematic methodical approach to the formation of propedeutic knowledge of an interdisciplinary nature with the setting of tasks in certain types of economic activity is substantiated. It is proposed to extend the use of developed approaches to other areas of knowledge in the sphere of education.

151-157

Authors: Chala T. G., Priadko Y. V., Slavuta O. I.

The article is aimed at modeling the energy market of Ukraine on the meso-level, identifying its features and development problems, forming a system of indicators for monitoring the development of electricity production at the regional level. It is determined that Ukraine produces electrical power mainly from non-renewable energy sources, namely fossil and mineral fuels, using nuclear power plants and thermal power plants, which comprises 54% of the total electricity production. Wind, solar sources of electrical power, biofuels and hydroelectric power plants make up a smaller part of production – 7%. It is noted that Ukraine annually consumes about 92 million tonnes of oil equivalent (toe) of energy, has a high level of energy intensity of the economy, therefore, in order to reach the world average level, it is necessary to reduce energy consumption by 50 million toe. The level of losses of the produced and imported energy during its transformation and transportation to the end user is 44%. The potential for reducing energy consumption during consumption in sectors such as housing, budget-based and energy supply is about 19 million toe. To assess the state of the energy sector in Ukraine in 2019, a grouping of regions of Ukraine was carried out using cluster analysis. The regions that have entered the 1st cluster, namely: Dnipropetrovsk, Donetsk and Zaporizhzhia regions, have the best prospects for the rapid innovative development of the energy market. The regions that are included in the 3rd cluster have the lowest values of energy sector development indicators among other clusters and require special attention to the development of new, cost-effective energy technologies. The system of indicators for the analysis of the energy market development on meso-level is substantiated. The proposed indicators are adapted to the indicators of monitoring the achievement of sustainable development goals, namely: sustainable development goals 7 «Ensuring access to inexpensive, reliable, sustainable and modern energy sources for everyone».

164-170

Authors: Mulska O. P., Gudzovata O. О.

The active development of digital technologies, in particular Internet banking, algorithmic trading, big data industry, credit electronic platforms, blockchain and cryptocurrencies with a gradual abandonment of cash payments, causes a radical transformation of the financial system of most countries and creates new challenges in monetary lending and increases financial imbalances in the regional development of Ukraine. The article is aimed at deepening the theoretical and applied bases of the study of the mutual relationship between the challenges of globalization and financial imbalances in regional development, substantiating the main directions of their regulation, and minimizing the negative consequences of financial globalization. The article defines the need for a radical transformation of Ukraine’s regional financial systems and the development of a new policy to counteract the challenges of globalization in order to overcome financial imbalances in the regions of the country, namely: clear separation of powers of the subjects of regional regulation of the cryptocurrency market; implementation of financial regional monitoring and control over the subjects of primary financial monitoring; development of digital infrastructure, creation of conditions for the implementation of network segmentation technologies; retraining and social adaptation of financial workers due to the active development of information technologies. Counteracting financial crime, money laundering, cross-border and international crime is a key component in overcoming financial imbalances in the development of Ukrainian regions. It is proved that the introduction of a comprehensive system of minimizing the manifestations of shadowing the monetary sector will have positive results in the context of strengthening financial security.

177-184

Authors: Kulyniak I. Y., Zhygalo I. I., Yarmola K. M.

The coronavirus pandemic, which has engulfed almost all countries and caused a global crisis, has dealt a significant blow to many sectors of the economy, including the tourism sector. The tourism industry found itself in uncertain working conditions, which caused significant changes in the functioning of tourism entities. The article analyzes the current status and identifies tendencies in the development of the world tourism market in the context of the COVID-19 pandemic, as well as systematizes the measures implemented by Ukraine and other countries to stimulate and support the tourism industry. The contribution of tourism to the world GDP by the countries that are the most popular among tourists is analyzed. The percentage change in international tourist arrivals by region in 2020 and dynamics in destinations that were the most popular among tourists around the world in 2018–2020 is considered. It is identified that as a result of the pandemic, the indicators of tourism activities have decreased significantly, the tourism industry has suffered losses and there has been a significant reduction in tourist flows. The COVID-19 pandemic has caused a significant decrease in the number of international tourist arrivals in all countries. In addition, to achieve its goal, the article systematizes the measures to improve the tourism climate of countries, stimulation and support of the tourism industry both during the COVID-19 pandemic and the post-pandemic period. It is identified that among the measures to stimulate and support the tourism industry in most countries, the main focus is placed on domestic tourism, which is less dependent on the global coronavirus crisis and quarantine measures, as well as the introduction of online forms and the wider use of marketing and digital tools in the provision of tourist services. According to the results of the study, the authors substantiate the need to support the enterprises of the tourism industry and stimulate the demand for domestic tourism on the part of Ukrainian government.

190-198

Authors: Kruhlova O. A., Ketova T. B.

The article presents the results of the research on determining the prospects for the introduction and development of own trademarks (OTM) of the trade enterprise. The strategies of own trademarks of the trade enterprise are provided. The peculiarities of formation and implementation of dumping strategies, replacement of a competitor, brand expansion are specified. To determine the prospects for the introduction and development of own trademarks of the trade enterprise, a methodical approach is substantiated, which is formed using matrix methods, scorecard methods, and additive convolution. The developed methodical approach provides for the implementation of interrelated stages of evaluation of competitive positions of activity in relation to own trademarks compared to other types of current activities, favorable external environment and readiness of the trade enterprise for the implementation of this type of activity. To evaluate the competitive positions of the OTM-related activities in comparison with other types of current activities, the use of the Dibb –Symkin matrix and the modified BCG matrix is proposed; to assess the favorability of the external environment – PEST analysis; to assess the readiness of the trade enterprise for the introduction and development of its own trademarks – the method of scorecard according to the characteristics of organizational, technological and resource aspects of the trade enterprise’s activities regarding OTM. In order to ensure the validity of managerial decisions on optimizing the portfolio of own trademarks, a scientific-methodical approach to the ranking of assortment groups of goods that are part of own trademark is developed. The methodical basis of the developed approach is matrix methods (Dibb–Symkin matrix, modified BCG matrix), coefficient method, expert estimation method and additive convolution. The sequence of determining the competitiveness of the assortment of goods is presented, which involves grouping the assortment according to the indicators of quality, price, latitude of the assortment of goods compared to the range of products on the part of the trademark of competing enterprises and manufacturers.

207-212

Authors: Rudakova S. H., Shchetinina L. V., Danylevych N. S., Kohdenko A. S.

The article is aimed at valuating the experience of using mixed modes in the context of the COVID-2019 pandemic based on the results of sociological studies as well as substantiating the potential for the development of legal and regulatory provision. In the context of the pandemic, many enterprises switched to remote work and the working hours changed. For Ukraine, this is a new experience in implementing online work and a more flexible working day, so it is important to study this issue. During the COVID-2019 pandemic, enterprises faced the only legal opportunity to organize their activities through work at home. The authors carried out a sociological study on the use of mixed modes in the context of the COVID-2019 pandemic, which found out that 69.6% of respondents work remotely, 60.9% work on a flexible schedule, and 43.5% of respondents account for part-time work. 73.9% of the respondents faced mixed working modes. Regarding the preparedness of business owners to work in the new conditions, it is found out that the majority of respondents are satisfied with how their organization has switched to a remote or mixed form of work. Remote work can be combined with other modes, such as part-time or flexible working hours and full-time work. This combination can be considered as a mixed working time mode. According to the outcome of sociological researches, the use of mixed working hours is already a common reality, not an exception. Use of them has its own peculiarities in various spheres of activity, which requires further research. The survey identified the respondents both satisfied and dissatisfied with mixed working hours. It should be noted about the available potential to improve the legal and organizational-economic principles of using mixed modes of working time organization.

217-223

Authors: Khandii O. O., Kramchaninova M. D., Liedovska A. I.

The article explores the role and contribution of intellectual work to the process of ensuring and improving the main aspects of human life in accordance with the Global Sustainable Development Goals (SDGs). Intellectual work is considered as an important resource for the creation of high-quality, innovative production, which provides for solution of important global problems of sustainable development. As part of a multilateral integrated approach, the impact of intellectual work results on the achievements of SDGs is researched. It is determined that the SDGs are interconnected and reinforce each other in the process of achievement, which is why their results are also comprehensive, that is, the result of improvements in the field of one goal is the way to achieve another one. A reflection of the dominant role of intellectual work in achieving the Sustainable Development Goals is the ninth SDGs – innovation and infrastructure. The development of technologies, creation of innovations and breakthrough solutions are crucial in the context of achieving the SDGs, and, accordingly, intellectual work, intellectual property and innovations are increasingly becoming socially significant and, due to the increased importance, need developing and implementing the policy of the integrity of scientific research along with protecting their results. Prospect for further research in this direction can be the issues of enhancing the efficiency of intellectual workers and increasing the opportunities to use the potential of intellectual activity for the further development of society.

232-242

Authors: Orlov V. M., Grytsulenko S. I.

In the conditions of the technological stage of the information society development, intangible assets in the form of the latest knowledge and technologies become a key factor in the competitiveness of the world’s leading companies, including the ones in the sphere of telecommunications. In this regard, the problem of determining the level of development of telecommunication intangible assets in Ukraine in the context of the global trend as a basis for the elaboration of a methodology for their comparative assessment based on the integral index becomes relevant. To achieve this aim, the article measures the indicators of the intangible value of advanced telecommunication companies in the world, as well as intangible investments and the sectoral innovation in Ukraine. According to the findings of the statistical research on the development of telecommunication intangible assets, reasonable conclusions are presented. In particular, considered are their active build-up in the world, on the one hand, and the level of development in Ukraine that is not sufficient for the progress of the economy and movement towards the digital society, on the other. Based on the conclusions obtained and taking into account the need to search for new resources of economic growth, a methodology for computing the integral index of telecommunication intangible assets for domestic practice is elaborated. This methodology, including measuring instruments, criteria and assessment indicators, acts as an instrument for managing telecommunication intangible assets viewed from the point of the development basics. The assessment instrumentarium proposed in the publication serves as the basis for its further development in the direction of expanding the complex of factors (conditions) for the development of telecommunication intangible assets in Ukraine.

251-257

Authors: Ponomarova T. V., Komlieva M. A.

One of the key elements of the analysis of the efficiency of reforms at the State level is the effectiveness and a shift in quantitative indicators of the relevant statistical categories. In Ukraine, the period after 2014 is considered to be the time of legislative changes and reforms. Among them, according to experts and politicians, the most successful is the decentralization reform. Its implementation is based primarily on changes in the taxation system both at the national and local levels. Accordingly, the main indicator of achieving the goals of fiscal decentralization can be considered changes in the structure of tax redistribution between the local and the State budgets. This article provides an assessment of the level and dynamics of the main types of taxes as to their proportion between different levels of fiscal centralization. In the course of the research, a comparative analysis of rates and monetary measurement of both the national and local taxes and fees was carried out. The authors account tax revenues in a geographical context and during the last eight years, which allows assessing the impact of the reform on the amount of taxes collected, identifying the leading regions, as well as tracking the taxation trends. As a result of the research, it is found out that fiscal decentralization since the beginning of its implementation has been a significant factor in the growth of tax revenues in local budgets. Nevertheless, personal income tax prevails among fiscal fillers of budgets at the local level, so the problems of unemployment and lack of jobs in times of coronavirus crisis pose a challenge for the financial security of territorial communities. Further research on the topic is considered promising given the effectiveness of combining the benefits of fiscal decentralization with the relevant instruments of the State support to increase the local budget funds.

264-271

Authors: Shubenko I. A., Stoiko O. Y.

The publication is aimed at defining problems and directions for improving the program-target method in the healthcare during the reform of this industry sector. The article analyzes the program-target method and its use in the planning of expenditures in the field of healthcare, the process of implementation of budget programs in this sphere in the Zhytomyr region. It is determined that the program-target method is important in the formation of healthcare expenditures, but it can potentially further increase the effectiveness of the distribution of budget funds. Despite the actual reduction of healthcare expenditures in the structure of consolidated budget expenditures, the introduction of the target method has inluenced the rational use of budget funds in the field of healthcare. This indicates the feasibility of this method in the budget process. The problems of the program-target method in the formation of healthcare expenditures are substantiated, the main of which are: the lack of medium- and long-term budget planning, a large number of budget programs, the lack of financial indicators in the system of effective indicators, reducing the level of healthcare expenditures. It is proposed: to introduce medium- and long-term budget planning, which will allow to clearly form the targets and results of budget programs in the field of healthcare for several years and consolidate financial resources for the specified targets; to develop a system of financial indicators within the system of effective indicators, which will be based on the expenditures of budget funds for the patient, to form the prerequisites for saving budget funds.

279-285

Authors: Prokhorova V. V., Chobitok V. I.

The article is aimed at analyzing the organizational and managerial provision of the reengineering of business processes at enterprise in the conditions of digitalization. According to the results of the research, it is identified that in turbulent economy conditions to improve the financial and economic state of business processes at domestic enterprises, there is a need to use innovative and progressive technologies, one of which is the reengineering technology. The main goal of business process reengineering is qualitative improvement of specific spheres of activity of enterprises. The essence of the formation of business processes of enterprise is the development and adaptation of the enterprise management system in accordance with modern challenges in the conditions of digitalization. For each business process, an aggregate of input resources, rules of work and expected results are formed. The digitalization technologies to provide the reengineering of business processes at enterprise allow to organize the most personalized interaction, which is preferred by most customers. Digital communication channels, artificial intelligence, robotics – all this should be implemented by the enterprise to achieve success. The digital transformation of business processes at enterprise is designed to provide conditions for making effective managerial decisions in order to quickly adapt the work to the requirements of our time and meet the needs of consumers. The process of providing the reengineering of business processes at enterprise on the basis of digitalization opens up opportunities for innovative ways of their development, which has become effective due to the large number of the instruments used.

292-297

Authors: Korepanova K. O.

The article considers topical issues of research and improvement of the conflict management system in the organization. The article is aimed at improving the methodical aspects of conflict management in the organization in order to develop ways and practical recommendations for their solution. The research was carried out on the example of conflict management analysis at PJSC «Kyivstar». According to the results of the research, it is substantiated that in order to determine the level of proneness to conflict in the team and estimate the relationships between managers and subordinates of the organization, it is advisable to conduct regular monitoring on the basis of questionnaires of employees and management of the organization. The proposed method of studying conflicts was tested on the example of PJSC «Kyivstar» on the basis of the use of an online survey of employees from different divisions. The developed questionnaire allowed to analyze how employees themselves valuate the state of conflict problems in the organization and what they see the reasons for their occurrence in their respective divisions. The activities of the organization chosen for research have been analyzed and it is determined that PJSC «Kyivstar» is one of the largest integrated world telecommunications companies – VEON. As one of the components of the company’s success, a clear organizational structure and effective distribution of responsibilities and functions among the company’s employees are allocated. The article provides a brief analysis of the results of the survey of PJSC «Kyivstar» employees and analyzes the behavior style used during the conflict. A study of the influence of the allocated factors on the frequency of conflicts in the organization was carried out. To determine the presence and degree of such an influence, it is proposed to use the cross-tab method based on the building up and analyzing of contingency tables. The use of the chosen method for research is demonstrated by the example of the most influential of the allocated factors, namely: the number of subordinates for an employee and the level of education of a particular employee, as well as their impact on the number of conflicts in the organization. Conclusions on the presence and main causes of conflict situations are formulated, among which are allocated, in particular, the socio-psychological climate in the team and the unfair distribution of privileges.

303-309

Authors: Lytvyn N. Y.

The article examines the essence of forming competitive advantages of enterprise due to innovative development and management of innovation potential. The factors that influence the level of competitiveness of enterprise are determined. Ensuring competitiveness involves the systematization of all factors that impact it and their further analysis in the context of a separate enterprise. The priority is the allocation of direct action factors that form competitive advantages and, accordingly, the competitiveness of the enterprise. The main principles of innovative enterprise management should be: constant forecasting of the situation in the market of capital, goods and services, planning of actions and anticipation of crisis circumstances; avoidance of technological lagging and, as a result, its prevention; systematic implementation of innovations in all, including the interrelated, spheres of activity of enterprise; continuous investment in human capital, innovations; gaining competitive advantages. It is determined that competitive advantages are the result of interaction of enterprise resources, without which enterprise cannot form its competitiveness. In the system of competitive advantages, it is important to allocate those that are the basis of the advantages of the enterprise as a whole. Ensuring sustainable competitive positions of enterprise should be implemented within the framework of the mechanism of management of its competitiveness, which is a system of instruments, methods, levers and incentives used to form and maintain competitive advantages. The instruments of such management are means to influence the economic activity of enterprise, namely: financial, economic, organizational and technological components. The author suggests the main directions of increasing the competitiveness of enterprises on the basis of innovative management and development. Novel technologies have been identified, the implementation of which will increase the competitiveness of enterprise. The main directions of strengthening the position of enterprises in the market should be cost management, ensuring the innovative and balanced development, substantiation and introduction of the latest technologies.

320-327

Authors: Lozynska O. I.

The article is aimed at exploring the evolution of scientific approaches to defining the essence of bank marketing, closer defining the content of the concept of bank marketing in the context of digitalization of the economy, determining the essence and place of digital marketing in the general system of bank marketing. As a result of the research, it is found out that the modern scientific conception of bank marketing is digital marketing, which provides grounds to supplement the periodization of the development of bank marketing in Ukraine with a modern stage that corresponds to the introduction of the conception of digital marketing. It is substantiated that digital marketing coexists in the general system of bank marketing with traditional and Internet marketing and applies to traditional and innovative banking products and services. In this context, a differentiation of bank marketing by two features is proposed: type of bank product/service (traditional/innovative) and the type of bank marketing (traditional, informational, digital). In accordance with the suggested differentiation, it is proposed to develop a portfolio of bank marketing strategies. It is proved that the digital marketing strategy is systematically integrated into the overall strategic marketing planning of banking institutions. It is proposed to consider the stages of formation of the digital marketing strategy in connection with the portfolio of marketing strategies implemented in the bank’s activities. Prospects for further research are the scientific substantiation of strategic, tactical and operational aspects of digital marketing in order to increase its efficiency and effectiveness in promoting the image of the bank, banking services and products, attracting and retaining consumers of financial services.

334-345

Authors: Ponomarenko O. O., Pyvavar I. V., Lisna I. F.

The article estimates the marketing potential of enterprise and substantiates the measures to increase it. The economic potential of marketing activity is the final economic result of the introduction of relevant marketing measures, derived from achieving a positive result from the implementation of marketing solutions at optimal costs in therms of both material and financial funds, taking into account the accomplishment of planned tasks. The deployment of processes of international economic integration in the course of globalization of the system of world economic relations causes the inter-penetrating of individual national economies, coordination of government actions in the development of economic policy that corresponds to the interests of all parties involved in the integration process, also with regard to third countries. Integration is ensured by the concentration and intertwining of various capital. Integration processes are rational in nature, gaining the form of associations aimed at achieving the overall economic targets of the participants. Competitive advantages arise as a result of rivalry in the projecting, production, sale and operation of products. Their formation is seriously influenced by the competitive environment: potential and current competitors, consumers of products and suppliers, manufacturers of substitute goods, as well as the State regulation. Under these conditions, the formation of competitive advantages is transformed into the task of active adaptation of the enterprise management system to changes in the competitive environment. Although, real positive results are achieved where this work is brought to the level of management technologies.