Business Inform

15-21

Authors: Berezivskyi Y. P.

A number of system characteristics of the formation of technological competitiveness of the national economy concerning the improvement of quality of the institutional environment, strengthening the aspects of competition, improving the efficiency of resource provision, and the development of innovative entrepreneurial activity have been determined. The scheme of formation of technological competitiveness of the national economy is constructed, wherein three consecutive stages of its establishment in the coordinates of constant management influence of the institutional environment and sustainable world innovation and technological progress are distinguished as follows: 1) accumulation of the potential of innovation and technological development of the national economy; 2) materialization of the potential of innovation and technological development of the national economy; 3) achieving the state of and ability to technological competitiveness of the national economy. A conceptual approach to the definition of substantial-contentual, structural characteristics and classification features of technological competitiveness of the national economy is provided. It is proposed to consider such competitiveness of the national economy as a winning state of technological competitive advantages of the national economy in a specific time period, which, in order to maintain balance value and ability to compete in the conditions of dynamic progress of technologies, requires a sustainable increase in the potential of innovation and technological growth of strategic sectors of the national economy and society and is ensured through the effective management influence of the complex system of innovative and integrated structures.

31-36

Authors: Balian A. V., Gryshova I. Y., Shcherbata M. Y.

The article is concerned with analyzing the experience of implementing innovative instruments for the development of agrarian insurance in the world. The article is aimed at defining the latest global trends in the development of insurance in the agricultural sector in order to introduce and implement effective insurance mechanisms in domestic agricultural practice. In the course of the research, the following methods were used: dialectic cognition, abstract-logical approach – in generalization of research results and formulation of conclusions; scientific foresight – in terms of formation of directions for development of the agricultural insurance market in the world. Types of agricultural insurance are defined as follows: private agricultural insurance, the State-based agricultural insurance, non-commercial agricultural insurance. It is noted that the world experience of introducing new insurance programs under the influence of globalization transformations in the global agri-food markets demonstrates new opportunities and challenges for the development of agricultural insurance in Ukraine and requires further scientific researches. A number of reasons have been identified that hinder the development of the agricultural insurance market world-wide. A discrepancy between the dynamics of the development of the agricultural sector of the economy and the volume of agricultural insurance in the world is identified, also the underdevelopment of the insurance instrumentarium in the full extent is specified. It is emphasized that the development, implementation and success of agricultural insurance programs require a high level of coordination, cooperation and common vision. The conclusion on the extant problems of development of the insurance market in Ukraine, caused by the lack of a clear strategy for its development along with no consideration of the interests of all its participants, is substantiated.

44-48

Authors: Liashevska V. I., Butenko M. K., Pervushyna I. A.

The research is aimed at the growing dependence of the national economy on external influences. The article raises the issue of creating a geoeconomic strategy for the development of the State as a full-fledged subject of world economic processes in order to increase multilateral cooperation and more sufficient participation in international and regional integration projects. In this regard, it becomes clear the need to carefully examine the features of conducting and managing international business, analyze foreign economic relations. International business can be defined as the commercial interaction of firms of different forms of ownership or their divisions located in different countries, the main purpose of which is to make a profit, taking advantage of international commercial operations. The development of international business and foreign economic activity of Ukraine with Asian countries are considered. The nature and prospects of development of foreign trade cooperation between Ukraine and several Asian countries are researched, its strategic priorities are substantiated and the place of the countries of the region in the geoeconomic strategy of the State is determined. At the present stage, economic relations between Ukraine and the countries of East Asia are being implemented through rather limited forms of cooperation that require greater diversification, symmetry and structural equilibrium. It is concluded that in the system of Ukraine's foreign economic priorities, cooperation with the countries of East Asia creates opportunities for diversification of foreign policy, intensification of cooperation with the definition of common goals and objectives of bilateral economic development. A strategic condition for further deepening of cooperation is mutual recognition at the official level of strategic partnership as an important element, which provides for the signing of additional bilateral agreements on additional conditions and principles of cooperation.

56-61

Authors: Kobernyk A. O.

The article substantiates the prerequisites, prospects and advantages of creating an innovation ecosystem at different levels of its formation. The main approaches to defining the essence of the concept of innovation ecosystems in both domestic and foreign specialized literature and their adaptability to the regional level are analyzed and grouped. The harmonious innovation ecosystem is a sign of a progressive society, which is identified by the symbiotic functioning of people and organizations, the result of which is the production of conscious innovations. The author outlines the stages of formation of the regional innovation ecosystem, the circle of its participants and ways of their interaction. For each stage, the procedures for its implementation, the main characteristic features and processes of transition from one to another are determined. The main feature of the creation and functioning of the regional ecosystem is the stable, constant interaction of its participants with educational and scientific institutions, as well as the adaptability of these institutions to the variability of the external environment. The article describes certain elements of foreign experience in the development of regional ecosystems and their implementation in Ukraine. Awareness of the existence or prerequisites for creating an effective regional ecosystem is the first step towards effective regional management and activation of the potential of the national economy. On the one hand, in the context of decentralization, local self-government bodies get maximum freedom in creating organizational elements of the regional innovation ecosystem, supporting scientific and human resources and the communication business environment. The author emphasizes that without the State support it is impossible to create conditions for the protectionism of innovation activity, to activate investment potential, to stimulate the necessary forms and methods of financing the relevant activity. Therefore, work at the regional level in terms of innovation should be carried out simultaneously following two directions of the hierarchy: from bottom up and from top to bottom in constant cooperation and coordination of own actions. As a result, priority directions of the State and regional support for the development of regional innovation ecosystems on the basis of the main specific platforms or technologies are substantiated.

70-75

Authors: Hlynska A. Y., Korchevska L. O., Kokorieva O. V.

The article is aimed at analyzing the role of communicative relations and their types in the formation of an innovative environment of a tourism enterprise, to identify risks that may arise as a result of their existence. The impossibility of generating innovative approaches without creating an appropriate communicative space based on the relevant psychological principles is determined. The staff should learn to respectfully listen to the ideas of other participants, convince in the prospects of their own ideas, cooperate in solving emerging problems, use a creative approach and readiness to experiment in any issues. The article pays much attention to possible communicative instruments that can be used at different stages of the innovation process, which in complex implementation create an innovative communication network and space. For each stage, probable risks are allocated that can create obstacles to achieve the goal. Based on existing research, four models of communicative relations were allocated depending on the size of the tourism enterprise and the role of management in innovative processes. They are: 1) «Support Center», which originates in the general office of the tourism network or in a specific department of a large travel corporation. 2) «Creative team» is a team in which communications are carried out on the principle of matrix organizational structure. 3) «Core of innovative changes» is the format of creating a separate R&D department responsible for finding new ideas and creative formats for the provision of services, with separate funding and own organizing structure. 4) «Tourism startup» is a small enterprise, the business model of which is a creative approach for the market.

84-90

Authors: Pochynok N. V., Benko I. D., Sysіuk S. V.

The article is aimed at studying the main features of institutions of professional pre-higher education (colleges) as structural subdivisions of higher educational institutions and the peculiarities of their financial provision, as well as developing proposals for its optimization and accounting display, including in the direction of development of sources that are viewed as a structural subsystem of the financial mechanism. As a result of the study, the need to optimize the financing of education and its further development is proved. On the example of institutions of professional pre-higher education, the problem of reducing the number of applicants for education and educational institutions is identified, which negatively affects the level of supplying the Ukrainian labor market with specialists. The connection of the level of financing with the State policy on the development of education in Ukraine and the use of a new budget mechanism in this area, which stipulates the transfer of a number of pre-higher educational institutions to financial provision from local budgets, is determined. A significant impact on the functioning of pre-higher education on the part of the adopted Law of Ukraine «On Pre-Higher Education» is identified, which, among other things, defines the possibility of not only budgetary support, but also funding at the expense of other sources that are not prohibited by law, with the obligatory observance of the principles of targeted and effective use of funds, publicity and transparency in decision-making. The authors examine the problems that have occurred in the system of professional pre-higher education and it is concluded about absence of a comprehensive, scientifically based program of financial provision for the activities of educational institutions, which would create a financial basis for the strategic development of pre-higher education in Ukraine in the context of globalization and informatization of society. In its development, it is proposed to take into account all possible sources of financing, as well as to improve the accounting system in the direction of separate display of its revenues in the context of relevant sources and to form a working plan of accounts accordingly. The expediency of applying such a form of financing of social projects and target programs of educational institutions as fundraising, which represents a specially organized process of gathering monetary means for the implementation of projects of non-profit organizations, is substantiated. Financial provision of colleges based on fundraising can be carried out using instruments such as grants or payment for services on a contractual basis. Innovations in financing affect their accounting, and this issue is currently under-researched. Therefore, research on the issues of improving both the synthetic and the analytical accounting of financial provision from various sources, as well as the development of a system of documentary support of fundraising relations between counterparties, are perspective.

101-108

Authors: Zinenko K. A.

The article is aimed at developing a scientific-methodological approach to a comprehensive assessment of the economic security of a construction enterprise. The author proposes the scientific-methodological approach consisting of the following stages of assessment: 1) assessment of the level of economic security according to the functional components of the construction enterprise, based on the taxonomic approach to the formation of the general integral indicator by V. Plyut method; 2) assessment of the influence of the stakeholders’ interests on the level of economic security of a construction enterprise according to certain groups based on the expert method of score and factor analysis; 3) assessment of the impact of useful (opportunity) and destabilizing (threat) factors on the economic security of a construction enterprise by groups of stakeholders using the factor analysis methods; 4) ranking of stakeholder groups taking into account the priority of influence on the level of economic security of the construction enterprise; 5) determination of the general level of economic security of the construction enterprise, taking into account the interests and factors of influence by groups of stakeholders on the basis of the construction of a comprehensive integrated indicator of economic security of the construction enterprise. Carrying out an assessment of the economic security of a construction enterprise on the basis of the proposed scientific-methodological approach, taking into account the impact of the implementation of stakeholder interests and factors of influence by stakeholder groups, provides an opportunity to obtain a comprehensive assessment of the level of economic security of the enterprise, which contributes to the adoption of more effective managerial decisions to improve the level of economic security, stability of the functioning and development of the construction enterprise.

115-126

Authors: Shevchenko O. V.

The research is aimed at forming a toolbox for recognizing regional communities according to socio-economic development indicators. A carried out study of scientists’ works demonstrated a lack of evaluation tools for studying groups of regions by levels of disparities, which complicates the study of interregional disparities and the impact of various factors upon them. The paper carries out a classification of levels of disparities in the regions by spheres of development, formes a mathematical apparatus for recognizing and forecasting of levels of disparities in the regions. The groups of regions by levels of disparities in seven spheres of development is researched: general economic, socio-demographic, structural, socio-economic, foreign economic, natural-ecological, production. Three groups of regions were identified by levels of disparities in these areas of development: with balanced sphere disparities, with controlled (restrained) sphere disparities, with uncontrolled (unrestrained) sphere disparities. A spatial-dynamic assessment of disparities in the development of clustered groups of regions is advisable for the development and implementation of regional policy measures aimed at regulating the regional development disparities. The originality of the presented work is the study of cluster groups of regions by the levels of disparities in various spheres of life, which allows to assess interregional disparity in the complex and develop a number of measures to resolve the disparities in the development of regions within the country.

134-145

Authors: Yaroshenko I. V.

Each country forms its own systems of territorial organization of power and public administration, which occurs under the influence of the national, historical, geographical, natural, economic, social, cultural, demographic and other features. Considerable attention of researches of scholars and practitioners was paid to the creation and functioning of the territorial community. The choice of theoretical approaches and models of the territorial community influences the efficiency of the functioning of the local self-government system, the ability to fulfill the assigned powers, to ensure a high level of quality of life of citizens and sustainable development of the territory. Studies of global and domestic experience allow to systematize the accumulated knowledge on this issue, which makes it possible to offer a national system of public administration at both the central and the local levels using the best theoretical and practical developments of the countries of the world. Formation of the definition of the concept of the territorial community was carried out over a long historical period under the influence of versatile scientific judgments, ideas, theoretical approaches, practical research. The analysis and study of foreign and domestic experience on this issue is characterized by various formulations, views, principles, signs, etc. regarding the formation and functioning of territorial communities. In parallel with the phrase «territorial community», researchers use other names, such as commune, territorial communion, territorial collectivity, local co-partnership, socio-territorial community, etc. The lack of currently generalized scientific opinion regarding the specification of the content of a certain term, the variety of volumes and approaches to its interpretation confirms the expediency of further research on this topic.

153-160

Authors: Yevtushenko O. V., Нaponenko H. I., Shamara I. M.

The article is aimed at analyzing the proposals from leading operators in the tourist market of Ukraine, in particular in the city of Kharkiv. The article analyzes the charter offers of travel operators for the summer season 2020. After the analysis, it can be stated that travel operators plan to significantly increase volumes for Turkey (for example, two flights a week to the Turkish Dalaman are planned (in the season 2019, one flight per week was operated)). It is worth noting that travel operators also plan to significantly increase volumes for European areas, in particular Italy. In addition to the proposed flights to the swimming and beach resorts, the summer navigation will also feature direct flights of the airline Ernest, which will allow to develop interesting excursion routes, focusing on the arrival airports in Rome and Milan. At the same time, the expediency of increasing the volume of flights to Calabria can be questioned, because two flights a week is too much for a place that has not yet become a mass resort, which means that it experiences problems with infrastructure development and sufficient availability of accommodation facilities. The article analyzes the proposals of leading operators in the tourist market of Ukraine, according to the findings it can be noted that almost all travel operators - leaders in the number of tourists served consider the Kharkiv region as an attractive market for expanding travel content. The leaders in the number of tourists served were two travel operators who have their own airlines, namely: Sky Up (Join Up) and Azur Air Ukraine (Anex Tour). The undisputed leader in the number of exclusive destinations represented with a guaranteed flight is Join Up, and there is also a tendency to increase volumes with the travel operator TUI. On the basis of a survey, the best travel operators were identified by the ratings of agent-friendly and tourist-friendly, they were: Tez Tour, Join Up, Pegas Touristik, Coral Travel, and TUI.

169-177

Authors: Zakharkina L. S., Saltykova H. V., Novikov V. M.

The research is aimed at analyzing the value-oriented conceptions of business management and studying the possibility of their implementation in the activities of Ukrainian enterprises. The carried out analysis of the literature shows the considerable attention paid by the scientific community to the issue under research, since the use of value-based conceptions in Ukrainian realities is quite problematic due to a lack of understanding of their specifics and features. The publication carries out a chronological analysis of the interpretation of the essence of the conception of «business value» by various scientists during 2011-2020. The value of the business is a volume-based indicator, thanks to which it is possible to understand the further prospects of the enterprise development and its investment attractiveness. According to theoretical research, the value of business is understood as the value of invested labor and labor resources; as the results obtained by the company from operational, investment and financial activities; as an expression of the price at which the company positions itself in the market and can potentially be reorganized. The value-oriented management should be applied at all levels – from operational to strategic. It is determined that career growth, an effective system of motivation, exchange of information and knowledge are among the few factors that affect the formation of the value of enterprise. Among the methodological approaches that allow to conduct a thorough assessment of the value of business, attention is focused on earnings, value-based, market-based and optional methods. Prospects for further research relate to a more detailed analysis of the specifics of value-oriented conceptions and analysis of domestic market conditions for the possibility of spreading the value-based management approach among managers of Ukrainian companies.

186-194

Authors: Dziurakh Y. M., Kulyniak I. Y.

Assessment of the reliability of banks and their rating is a relevant issue for all participants of the financial market. Taking into account the fact that a methodology should be based on the availability of information data, clarity and openness of the algorithm, and a limited number of analyzed indicators, the authors, for assessing the reliability of the banking system of Ukraine in separate banking groups, chose the most popular methodology of V. Kromonov. The article contains the results of assessment of V. Kromonov's rating model indicators for the period 01.01.2017–01.06.2021 for the banking system of Ukraine in general, as well as for the group of banks with the State-owned share, banks of foreign banking groups and banks with private capital. It is identified that the level of reliability of the banking system of both Ukraine and banking groups is in poor condition, since the calculated values of integral reliability coefficients do not exceed the value of 30 points, which indicates the presence of significant problems in the functioning of the banking market, imbalance of assets and liabilities, low level of solvency of banks and same for liquidity of assets. A comparative characterization showed that the reliability of Ukrainian banks with the State-owned share is significantly inferior to the reliability of banks of foreign banking groups and banks with private capital. It is determined that the amount of equity of the banking system of Ukraine is not sufficient to repay possible losses in case of non-return or return in an impairment form of a working asset. A computation of liquidity coefficients showed a tendency to reduce the level of coverage of liabilities by liquid assets of banking institutions, to reduce the solvency of the banking system and worsen the ability of banks to fulfill their obligations. Improving their reliability should be one of the primary strategic tasks of all banks.

202-207

Authors: Razumova H. V., Oskoma O. V., Voloschuk V. V.

The article is aimed at researching the current state of the leasing services market in Ukraine, identifying problems and prospects for its further development. It is defined that leasing is a very promising direction of economic activity, which facilitates the improvement of financial conditions in the country. The article considers the peculiarities of foreign experience in leasing activities and the functioning of the global leasing market. The indicators on the state and development of financial companies and lessors in Ukraine are analyzed, which leads to a conclusion about their positive dynamics. It is determined that today the level of leasing use in Ukraine remains low and is in the process of development, so it requires detailed consideration and analysis. The advantages of financial leasing as an investment instrument, as well as problems and obstacles that slow down the development of leasing activities in Ukraine are presented. Given that leasing activity in Ukraine is under development, there are many urgent problems, which include: imperfection of Ukrainian legislation; the unformedness at the national level of leasing development policy; stiff system of taxation of leasing operations; low demand for domestic goods; low solvency of all categories of consumers; poorly developed subleasing; non-compliance with international standards; low financial stability of lessors; dependence of leasing companies on credit funds from banks; vague regulation on the part of the State, etc. Methods of problem solving are provided that will contribute to improving the functioning of leasing activities and stimulating its development. It is defined that in order to use financial leasing as an innovative instrument for modernizing the country's economy, provision of the State support is necessary.

212-221

Authors: Kovalova O. M.

The article is aimed at closer defining the theoretical provisions for improving the management of financial stability of a commercial bank and assessing its current state in the context of the impact of destabilizing factors. Scientific approaches to the definition of the category of «financial stability of a commercial bank» are considered, which allows to detail its characteristic features and form a comprehensive idea of the financial stability of a commercial bank as a system category, the timely estimation of benchmarks of which allows minimizing the impact of specific and systematic risks to the economic environment in conditions of high uncertainty. The article systematizes the normative legal acts regulating all potential aspects of the commercial bank's financial stability shift due to changes in the structure of capital, liquidity, solvency, credit risks and being part of the information provision for the analysis of financial stability of a commercial bank. The classification of factors influencing the financial stability of a commercial bank is generalized. The influence of the epidemiological crisis associated with the spread of COVID-19 on key benchmarks of the banking system in terms of assessing the financial stability of the banking institution is examined. The dynamics of changing the proportion of non-performing loans of commercial banks of Ukraine is analyzed, as lending creates the basis for ensuring a balance between temporarily free funds and the amount of resources required at the microlevel of the financial system for sustainable development. Particular attention is paid to the aspects of balance and sustainability of the resource base of the commercial bank, which led to a thorough analysis of the liabilities of the banking system from the position of influencing the financial stability of a commercial bank.

228-233

Authors: Shaposhnykov K. S., Krylov D. V., Yakushko I. V.

The main aim of this article is to research the existing scientific concepts for considering the essence of the category of «fiscal instrument» and substantiate the essence of this definition. It is noted that there is an urgent issue of deepening the provisions formed and also developing further provisions in the field of functioning of the fiscal system, searching for the optimal model when developing such a system. Thus, there is a need for the implementation of new researches in this sphere to deepen the theoretical aspects of the functioning of the fiscal system, including the need to substantiate the content of certain scientific categories and specify existing ones. The article considers the essence of the category of «economic instrument», analyzes the existing concepts of research of this definition. It is determined that this type of instruments is an integral part of the whole mechanism of the State regulation of the national economy, stimulation of the development of certain sectors of the economy, management of the State property. This allowed us to continue to study the role of various types of economic instruments in ensuring the efficient functioning of the national economy, in particular fiscal ones. It is also determined that in the vast majority of cases, using the category of «fiscal instrument», scientists often identify it with the definition of «tax instrument». In a significant number of works when considering derivative scientific concepts from the word «fiscal», it is also not enough attention to specify the content of fiscal instruments. Thus, the article proposes to consider the content of the category of «fiscal instrument» as follows: fiscal instrument – a means used to save financial resources of economic entities in order to generate the State budget revenues.

242-247

Authors: Pidhurska V. O.

This article is aimed at analyzing and systematizing the existing approaches to determining the essence of brand management, as well as its place in the system of related categories of marketing. At that, within the terms of the set goal, the task is to reduce the «conceptual» load on the theoretical base in the marketing sphere by analyzing and structuring current categories, and not creating new ones. During the research, two tangent categories with brand management – «management of brand» and «branding» – were distinguished and their relationship with brand management was determined. Analyzing the theoretical positions of leading specialists in the sphere of marketing, opinions of foreign and domestic scientists, the presence of identifiable concepts of «brand of management» and «management of brand» was specified, which is not true. Management of brand is a component of brand management, which consists in systematic activity using existing and searching for new resources and brand positioning tools. A concise and logical scheme is proposed that reveals the essence of brand management and the main stages of its implementation in the context of this issue. The scheme also reveals the place of branding in the brand management system, namely: at the stages of brand creation and its development /modification. It is determined that brand management directly correlates with the strategy of the enterprise and affects its implementation. The brand development strategy should correspond to the philosophy of the enterprise, its mission and organizational and corporate culture. It is emphasized that brand management is one of the main directions in the strategic management of the enterprise, as it allows to capitalize the value of branded assets and increase its competitiveness. Prospects for further research in this direction are to study the features of modern brand management and tools for its effective implementation.

252-259

Authors: Danylenko O. A.

The article delimitates and presents the author's own definitions of the concepts of «diagnosis», «monitoring», «analysis», «evaluation» of the staff management system, «staff audit (staff management),», «HR-analytics». Based on the review of domestic and foreign theoretical and practical studies of the current state of HR-analytics, the understanding of HR analytics is deepened; the possibilities of its implementation in the diagnosis of the staff management system are determined; methodical approaches to this process are described: the object, theme, subject, directions of HR-analytics at the organization level are formulated, stakeholders (interested parties), instruments and examples of the system of metrics/measures (criteria and indicators) operated in HR analytics are defined. It is determined that the diagnosis of the staff management system is a broader concept than HR analytics, which is its main component. HR analytics is based on monitoring and analysis of data with the formation of relevant estimates in conclusions/reports. Preparation of alternative forecasts, improvement of HR processes and staff management system are the final stages of diagnosis of the staff management system. The proposed approach of delimitation of the categorical apparatus of instruments in the sphere of assessment of the effectiveness of human resources use and staff management of an organization with clearly defined structural elements of the process of staff diagnosis will help theorists and practitioners to perform more clearly their work on the analysis and critical evaluation of HR processes with further improvement and alternative forecasting.

274-280

Authors: Pashchuk O. B.

Digital trading places change traditional approaches to product promotion due to the ability to accurately assess market volumes, competitors, choose the most effective promotion strategy and marketing instruments. With the development of digital marketing, online stores are increasingly being used not as an intermediary between the seller and the buyer, but as an online sales platform. This led to the emergence of a new format of trade and the transformation of the traditional e-commerce market, changes in the role of sellers, active participation of the buyer in the formation of supply and marketing. The use of digital instruments for competitive analysis of a potential niche of the product facilitates promotion and allows to evaluate the potential level of income, optimize promotion instruments in the current period. The article is aimed at identifying a set of strategic marketing instruments for promoting the product on the marketplace. The article on the basis of competitive analysis cases discusses practical aspects of using digital instruments to determine sales potential in a particular market. The main strategies for product promotion and the advantages of each strategy are defined. Based on the practical sales case of three types of products using a digital platform and instruments for promoting these products, the efficiency of each instrument has been identified. The effect of promoting each product is evaluated using conversion rates, rating, sales ratio using digital platform advertising campaigns to organic sales of each product. It is proved that thanks to digital platforms, the manufacturer, the seller of the product in real time in the current period has the opportunity to redistribute the costs of various marketing instruments of promotion and ensure sales growth, product rating. The product sales performance indicators (conversion, rating, and volumes) allow to adjust the promotion strategy (update the brand, content, listing) in the current period, which reduces the risk of shortage in sales. The author emphasizes that further research should be directed towards studying practical cases of product promotion on digital platforms for the formation of theoretical and methodological aspects of marketing in the digital environment.