Business Inform

22-30

Authors: Ivanov Y. B., Poliakova O. Y.

The study is aimed at elaborating a typology of crises of non-economic origin, which will allow to allocate their characteristic features in terms of goals, main tasks, and groups of measures for preventive anti-crisis policy for Ukraine regarding the early post-war post-pandemic period along with long-term perspective. The article analyzes and summarizes the scientific achievements and developments of international organizations on the classification of crises in the development of socioeconomic systems. The diversity, repeatability and ambiguity of classification signs are displayed, but the utmost attention of scientists is focused on the classification of financial crises. Crises of non-economic origin in the scientific literature are considered without their connection with the socioeconomic development and anti-crisis policy of countries. Therefore, the authors of the article have developed a typology of crises of non-economic origin, which is directed towards identifying those signs of crisis that are most significant for the implementation and possibility of implementing preventative measures of a preventive anti-crisis policy. Its difference is the inclusion of a new classification sign of the layering of consequences, which allows to distinguish primary and secondary crises with common consequences (complex ones) from those in which the consequences undergo distortions and changes in the process of unfolding the crisis (superpositional ones). Similar in content classification signs that are used in the scientific literature (structural scale of coverage; object; nature of imbalances in the development of the economy, etc.) are summarized into one sign – the scale of the consequences. Together with a qualitative description of each type of crisis, the directions for developing such a policy are determined for each of the signs. The classification of crises, either of biological origin or caused by warfare, in Ukraine during 2020-2022 was carried out in accordance with the defined signs. The main differences between systemic crises of biological origin or systemic crises caused by warfare are determined from the point of view of economic policy.

40-51

Authors: Kyzym M. O., Khaustova V. Y., Trushkina N. V.

New economic conditions in the context of the information and technological revolution led to an increase in the role and importance of intangible factors of production, in particular information and knowledge resources. Transformational processes that covered all aspects of society, turned it from industrial one to post-industrial service-information (network-based) one with the appropriate type of economy. All this, in turn, determines that the dominant tendency of the contemporary world economic development is the formation of a network economy, which leads to radical transformations of various spheres of economic activity. In view of this, the study is aimed at the theoretically summarizing and systematizing the exitant conceptual approaches to the interpretation of the concept of «network economy»; substantiating the authors’ approach to defining the content of this scientific category. As result of the study, it is found that the concept of «network economy» is synonymous with such definitions as: high-tech economics; knowledge economy; global, new, informational, digital, digitalized, virtual, information and network-based, electronic, cognitive, noospheric, creative, service, innovative, intellectual economy; post-industrial society; information society; network intelligence society; e-business, etc. Using a system approach and the classification method, the interpretations of the term «network economy», which are proposed by various scientific schools, are conditionally systematized in the following groups: the basis of the information society; new economic system; a new type of economy; state of the economy; specific form of organization; a qualitatively new form of management of the national economy; type of economic system; type of post-industrial economy; characteristics of the global economy; form of innovative economy; innovation factor; system of new economic relations; multilevel spatial structure; structured information space; interactive environment; form of economic activity; an instrument to increase the level of development of the knowledge economy; national security mechanism. The article provides an authors’ approach to defining the category of «network economy» as a new type of economic environment resulting from the digitalization of fast-growing, highly interactive real-time connections between economic agents, different categories of stakeholders, digital technologies, information systems, devices, electronic networks. It is proposed that network economy as a category be considered according to the three positions: as an economic activity carried out through electronic and computer networks; as a global information environment where subjects of economic relations can contact each other about joint activities using digital technologies; as a fundamentally new form of management of the national economy, based on horizontal (direct) long-term partnerships between economic entities in a single digital space in the context of globalization.

64-75

Authors: Kyzym M. O., Salashenko T. I., Kotliarov Y. I.

The purpose of the article is to study the European experience of the functioning of heat energy markets, identify the components of their deregulation, and develop proposals for the formation of regional heat markets in Ukraine. The article stipulates that currently there is no trans-European legislation on the formation of heat energy markets, there are only certain provisions that relate to its production, consumption and accounting. From a theoretical point of view, there are three types of competition in the heat energy markets: between heat supply sources; between producers of centralized heat; between companies for assets. The analyzed experience in the development of heat energy markets in three European countries testifies to the fundamental differences in its structure. Denmark’s heat energy markets are government-regulated, where there is a partial distinction between the functions of production, transportation, and distribution of heat; pricing is carried out on a regulatory basis of non-profit; there are no transparent conditions for access to the network, and the consumer has limited opportunities to disconnect from the system. In Sweden, competition is open at the wholesale level between heat producers; the functions of production and supply are demarcated, and the distribution and supply functions are combined; the retail heat market is self-regulating, which implies the need to coordinate heat prices between suppliers and consumers who, in case of disagreement, have the opportunity to refuse centralized heat supply. Lithuanian heat energy markets are open to wholesale competition and operate in the forward segment, while at the retail level they are regulated, where the transmission from production and supply has been unbundled; regulatory access to heating networks for independent producers has been introduced, and consumers have the right to refuse centralized heat supply. The highlighted features allowed to provide proposals for the formation of heat energy markets in Ukraine, including: the development of competition between heat producers; delimitation of the functions of production, transmission and distribution; formation of its forward, spot and balancing segments; introduction of auctions with the declared pricing method under the pressure of regulatory price restrictions, which are established on the basis of business standards according to the benchmarking system.

82-88

Authors: Kyzym M. O., Khaustova V. Y., Shpilevskiy V. V., Kostenko D. M.

The article proves that today motor fuels is an important component of both energy and national security of any country in the world, since it provides transport and equipment with the necessary energy resource. After the invasion of the territory of Ukraine by the armed forces of the russian federation and the destruction caused by shelling and hostilities of a number of oil and gas processing plants, it is necessary to restore or create a new production of motor fuels on the country’s own raw material base as soon as possible. The only energy resource that can partially meet Ukraine’s needs for motor fuels through the country’s own production is coal and lignite. The establishment of the production of synthetic liquid fuels (SLF) from coal and lignite in the regions of Ukraine will help strengthen the country’s energy security, and national security in particular. At the same time, the creation and development of SLF production requires proper government support and regulation. The aim of the study is to determine the features and directions of improving government regulation and supporting the production of SLF in Ukraine. Based on the carried out study, it is proved that the lack of both production and market of synthetic analogues and components of liquid motor fuels in Ukraine determines that the regulatory field of enterprises for the production of SLF is represented by the current regulatory framework for economic relations in the sphere of oil and oil products turnover. Therefore, it is highly likely that the development of SLF production in Ukraine will take place in the regulatory field, which does not take into account the specifics of new industries. This inconsistency can create undesirable additional barriers to their entry into the national market of petroleum products. It is recommended to allocate synthetic analogues of motor fuels into a separate commodity group, for which it is advisable to establish a special excise tax rate and other preferences that can provide sufficient investment flow for the creation of SLF production facilities.

101-107

Authors: Rybchuk A. V., Yachymets Y. М.

The article explores the need, prerequisites and socioeconomic factors for the formation of an integrated investment climate in the country. It is noted that the establishment of a comprehensive, favorable investment climate is a key factor in the formation of a mechanism for attracting investments into the country’s economy. Various approaches to the grouping of factors of formation of the investment climate were generalized, allowing to closer define and expand their classification according to various criteria: sources of occurrence, dependence on the subjects of activity, attractiveness, direction of influence, duration of influence, spheres of formation, predictability and controllability, method of expression, degree of detailization, significance, degree of intensity of changes. It is demonstrated that the investment climate characterizes the degree of investment attractiveness of a country for a potential investor and is represented by two components: investment potential and investment risks. It is emphasized that the main economic relations arising between the subjects of investment activity in the process of establishment of investment climate in the economic system are an aggregate of interrelated connections between the country, business and the population arising in the field of production and consumption of the created product. Both system and risk approaches to the analysis of the investment climate were used, while the latter was estimated from the standpoint of the probability of investment losses and allowed not only to assess the attractiveness of the territory for investment, but also to compare the level of risk inherent in the new investment object. It is justified that the effective economic policy of the country contributes to the establishment of a comprehensive investment climate that mobilizes the country’s own financial resources, international entrepreneurial and borrowed capital, their further investing in the national economy, thus ensuring its economic development.

113-120

Authors: Ushakova N. G., Androsova T. V.

The article is aimed at studying the peculiarities of the manifestation of the digital economy during the COVID-19 pandemic and martial law, identifying the impact of digitalization on the prospects for the development of Ukrainian business. The digital economy, the functioning of which is based on the creation, distribution and use of digital technologies and related products and services, is constantly evolving in accordance with new challenges of economic development, which is reflected in the expansion of its architecture. In recent years, the transformation of economic activity models caused by the use of end-to-end digital technologies (artificial intelligence, robotics, the Internet of Things, wireless technologies, etc.) has been actualized, which has turned digitalization into the most important factor of economic growth. Digital technologies were used in various spheres of economic activity even before the COVID-19 pandemic, but the latter significantly intensified the digital transformation of business processes. The use of online applications, the provision of online services, the creation of hybrid business models that combine the features of offline and online services, has allowed many economic actors to switch to a remote work format, reducing losses from social distancing and other preventive measures, and some companies have even managed to increase the efficiency of their activities. Improving the efficiency of management and production activities based on digital solutions has turned digitalization from an anti-crisis tool into a source of profitability for companies in the long term. A certain similarity of the challenges caused by the coronavirus crisis and the disruption of the domestic economy as a result of Russian aggression has led to the need to intensify the use of digital technologies by business and the State. A number of measures implemented during martial law by the Ministry of Digital Transformation of Ukraine together with other executive bodies create digital preconditions for increasing the resilience of the Ukrainian economy now and in the period of its post-war development.

128-133

Authors: Krasnostanova N. E., Medlovska N. V.

The article is concerned with a study of problems and directions of development of the infrastructure of the regions. Based on the generalization of theoretical developments on regional policy issues, the features of a balanced development of the region’s infrastructure have been determined. The definitions of the terms «sustainable development», «infrastructure», «regional infrastructure» are presented. Ensuring the integrated development of the infrastructure of the territories and improving the living conditions of the population is the main goal of improving the economic mechanism for managing the development of the region. The main functions of the conception of improving the quality of life of the population are determined: it has been identified what essential functions determine the place of regional infrastructure in the system of market relations. The study indicates that the balanced development of the region’s infrastructure should be aimed at ensuring domestic and foreign economic relations of the region. It is defined that the effect of an innovation-oriented strategy for balanced development of the region’s infrastructure depends on the optimal spatial and targeted allocation of regional resources, the level of their concentration in a certain territory, as well as on the content of the innovation activity per se. The article also points out that the economic essence of regional infrastructure is the savings that are obtained through the concentration of auxiliary production during the construction period and during the operation of the main production enterprises. It is also determined that regional infrastructure is of particular importance for encouraging small and medium-sized businesses. As result of the study, it is established that the effect of an innovation-oriented strategy for balanced development of the region’s infrastructure depends on the optimal spatial and targeted allocation of regional resources, the level of their concentration in a certain territory, as well as on the content of the innovation activity per se.

142-148

Authors: Nesterchuk O. S., Hrechko A. V.

The article is aimed at studying the state of Ukrainian machine-building enterprises and the peculiarities of the infusion of investment resources into their activities, also identifying problems and prospects for attracting investment resources to the industry during the Russian-Ukrainian war. Based on the analysis, systematization and generalization of the works of many domestic researchers and data from the State Statistics Service of Ukraine, the dynamics of attracting capital and foreign direct investment in Ukrainian machine-building enterprises in the period 2014–2022 was considered. As result of the study, the machine-building sectors with the greatest investment attractiveness are identified and the expediency of infusion of investment resources exclusively into them was substantiated. The main tendencies and problems of investment support for innovative development of the machine-building sector of the domestic economy are identified and characterized. It is substantiated that as a result of the aggravation of the military conflict, part of the machine-building enterprises of Ukraine has suffered significant damage, so there is an urgent need for investment resources. A general analysis of the needs of Ukrainian machine-building enterprises in investment resources was carried out and specific amounts of necessary financing were distinguished. The machine-building enterprises of Ukraine, which occupy priority positions in the industry and require the largest amount of investment resources, are allocated. Prospects for further research in this direction are the development of strategies and projects directed towards attracting foreign investment resources to the field of domestic engineering – both during the war and after its end – since the active provision of investment resources will transform the Ukrainian machine-building industry into a more innovative one, thereby contributing to the improvement of the state of the national economy of Ukraine in general.

155-161

Authors: Levkivskyі Y. V.

The purpose of the article is to substantiate the strategic alternatives of agricultural vertically integrated structures positioning in global value chains (GVCs) based on the results of the assessment of their current positions in various types of primary products produced by them. The analytical basis of the proposals is the results of the assessment of import dependence and export competitiveness. Monitoring of import dependence made it possible to determine the position of national enterprises in the domestic market and the attractiveness of the domestic market for foreign companies. It was established that for all goods, in the production of which vertically integrated structures play a significant role in the country, in domestic value chains they have competitive advantages and the potential to expand activities in the direction of the primary links of the chain. Determination of the prospects for the positioning of domestic agricultural vertically integrated structures in global value chains was carried out on the basis of an assessment of their products international competitiveness. For goods that have a low level of competitiveness (milk, beef and veal) and are uncompetitive on the world market of agrarian products (sugar, pork), it is economically expedient to strengthen the positions of GVCs as managed participants with gradual further diversification. With types of products that have sustainable competitive advantages on the world market (corn for grain, sunflower oil, and poultry meat), vertically integrated structures have a high potential for intensifying activities in the higher echelons of GVCs, initiating the processes of forming new GVCs with the implementation management role.

169-176

Authors: Yarmola K. M.

At the present stage of development of society, where everything is fleeting and changeable, the ability to respond flexibly and adapt to change is extremely important for the functioning of all sectors of the economy. The change of technologies, generations, the penetration of the information factor into all spheres of human life, all this form new requirements in the market. The modern tourism market needs innovative, creative, spontaneous, and most importantly – effective solutions that will allow enterprises to function with the minimum losses. The article is concerned with studying the features of the functioning of the tourism market in the face of constantly emerging risks and determining ways to overcome them. The main groups of risks that affect the tourism industry are considered. The dynamics of international tourist arrivals and the influence on it of various factors that led to the reduction of tourist activity in the world are examined. The main reasons for such negative changes, their consequences on the tourism market of individual countries and the world industry as a whole have been identified, the ways to counter them are analyzed. The article stipulates that the activities of the tourism sector largely depend on external factors that are practically beyond control. The greatest losses are caused by epidemics and diseases, among which the COVID-19 pandemic was the largest in terms of consequences, as the lack of response measures caused temporary stagnation in the industry, which required an accelerated search for solutions to problems. In addition, the article highlights the basics of crisis management in tourism and the stages of its implementation. According to the results of the study, the need to introduce risk management in the tourism industry is substantiated. Prospects for further research may be the grouping and systematization of risks, the development of methods to overcome them, as well as strategies for restoring and maintaining the tourism market.

183-189

Authors: Petyk L. O., Kozachuk O. V., Sebestyanovych I. S.

The article analyzes the current state of Ukraine’s debt in unstable conditions. The economic essence of the term «public debt management», as well as regulatory and legal support for the implementation of debt policy in the State, is given. It is noted that the management of both the public and the State-guaranteed debt is carried out by the Ministry of Finance of Ukraine. A dynamic analysis of Ukraine’s public debt for 2017-2021 was carried out. The structure of the total amount of the public debt and the State-guaranteed debt of Ukraine for 2017-2021 is examined in terms of internal and external debt. During the research, a structural analysis of public debt in Ukraine in terms of foreign currencies as of 2021 was carried out, the amount of funds allocated from the State Budget of Ukraine for debt servicing and payments on the State derivatives during 2017-2021 was analyzed. The ratio of public debt to gross domestic product is computed. The main problems of the government borrowing market are given. The peculiarities of the risks of the public debt of Ukraine are characterized. Modern sources of financing of the State budget are considered. The directions of optimization of the State policy in the field of public debt management of Ukraine are allocated.

195-204

Authors: Sloboda L. Y., Koval-Ignatyshina V. M.

The article examines the challenges and peculiarities of the management of the equity capital of Ukrainian banks during the period of martial law. It is proven that the current economic conditions of banks’ functioning are aggravated by a significant level of turbulence in financial markets, crisis phenomena in the real sector of the economy and the global energy market, which creates new challenges in the aspect of bank equity management. The existing understanding of the integrative role of banks’ equity capital in ensuring its functional adequacy to the needs of the national economy at each of the turns of its cycle is disclosed. The characteristic properties of banks’ equity capital, according to the practice of its management, are defined as favorable and those that bring additional challenges when increasing the capitalization of banks in the period of martial law. It was noted that the process of equity capital management has a contradiction at its core: on the one hand, the development of the bank is carried out mainly at the expense of borrowed funds, on the other hand, the scale of its activity is closely related to the amount of own capital. Therefore, it is advisable to make decisions in the field of the formation of the bank’s equity capital on the basis of a comparative analysis of the growth rates of risky assets and liabilities. The bank’s financial managers should pay critical attention to determining the value of equity capital, which will provide an opportunity to increase management efficiency and obtain a relevant information flow for making informed decisions. A comparative analysis of the main economic norms of the capital of the banking system of Ukraine for 2018–2022 justified the implementation of the basic norms regarding capital, however, the assessment of the structure of the equity capital of Ukrainian banks showed that the amount of equity capital continues to be less than the authorized capital, which is explained by the significant losses of the banking system of Ukraine. According to the results of the study, the modern problems of managing the equity capital of Ukrainian banks are substantiated, and priorities and recommendations for their solution are determined. It has been proven that in periods of turbulence, equity capital is more necessary to maintain the solvency of banks than to increase active operations, since capitalization processes occur more slowly than the trends of capital movement on a global scale require. In the conditions of limiting the number of external sources of capitalization of Ukrainian banks, special attention should be paid to the development of internal innovative financial and organizational tools capable of meeting the requirements of both bank owners, managers and clients. Among these tools, it is appropriate to single out corporate governance, in particular, the effective dividend policy of banks and the consideration in banking risk management systems of specific risks of the distribution of ownership rights and management, especially when it concerns the identification of beneficial owners from the aggressor country.

210-215

Authors: Titarchuk M. I.

The purpose of the article is to disclose and deepen the institutional foundations of the government tax policy, taking into account the challenges of the special period. The article defines the basic principles and criteria for the formation of government tax policy. The expediency of taking into account retrospective foreign experience in the development and implementation of domestic tax policy is substantiated. The main tax trends in foreign countries are identified – the development of tax administration in the context of digitalization of the economy; development of a system of tax monitoring and control over the income of non-residents and transnational corporations; implementation of measures to counter the erosion of the tax base; expanding the rules for disclosing information about taxpayers; institutional improvement of tax mechanisms; strengthening the effectiveness of measures to combat tax offenses. The possibilities of using tax incentives for research and innovation activities of enterprises are considered. Compliance with the principle of taxation stability is a compromise option for the implementation of tax policy under martial law. It is substantiated that the priority of domestic tax policy in the post-war period should be to stimulate employment, especially for young people. Creating new jobs and supporting employment is fully in line with the goals of sustainable development – overcoming the poverty and alleviating inequality. It is important to deshadow the incomes of the population, to form the basic conditions for the lack of motivation to evade personal income tax and a single social contribution. The possibilities of increasing the financial capacity of territorial communities, increasing the fiscal efficiency of local taxes and fees are considered. In particular, several steps are proposed to strengthen the fiscal capacity of property taxes. The expediency of developing a tax risk management system is determined, which will provide an opportunity to optimize the transaction costs of tax policy and ensure the appropriate fiscal effectiveness of the tax system.

221-230

Authors: Honcharuk I. V., Yemchyk T. V., Vovk V. Y.

The purpose of the article is to study the systems of ecological tax collection in Ukraine and Europe, as well as to substantiate proposals for improving the mechanism for calculating, distributing and using ecological tax funds in Ukraine, using the EU experience. The authors characterize the system of ecological taxation in the EU member states and make a comparison of the types of ecological taxes levied in the EU-27 countries and in Ukraine. An analysis of the volumes of waste generation, CO2 emissions and ecological tax revenues in the EU-27 countries was carried out. It is observed that there is a directly proportional relationship between the volumes of waste generation, CO2 emissions and the amount of revenues from the payment of ecological taxes in the EU-27 countries, that is, with an increase (decrease) in the value of one of them several times, the value of another value increases (decreases) by the same number of times. The revenues from ecological taxes in incomes and the share of ecological taxes in the overall structure of tax revenues of some European countries and Ukraine were analyzed. The model of the impact of ecological tax regulation on decision-making by ecological polluters is presented, the main problems that currently exist in the domestic system of ecological tax collection are identified and measures to solve these problems are proposed. Simultaneously, it is determined that the proposed measures to increase ecological tax rates can lead to serious risks in the implementation of production and economic activities by enterprises. In view of the above-mentioned, the need for further research is to improve the system of targeted allocation of funds from the payment of ecological taxes and financing of ecological measures and the introduction of energy- and resource-saving low-waste and waste-free technologies at enterprises.

237-243

Authors: Kondratenko N. O., Novikova M. M., Volkova M. V., Moskalenko E. S.

The article identifies the problems and prospects for improving the management of the development of insurance companies in Ukraine. The need to make strategically effective decisions that maximize the adaptation of insurance companies to the external environment, the formation of tactical tasks on their basis, is detected. It is noted that, like any economic activity, insurance requires the introduction of a quality management system. Hence, the overall efficiency of insurance company management consists of the levels of efficiency of managing individual subsystems: financial resources, marketing, sales, etc. In the existing structural and process model of an insurance company, the boundaries between structural levels are not clearly defined. Some elements of structures equally belong to different structural groups, in which case often one structure overlaps or intersects with another. It is found that government regulation of insurance companies should be based on principles that will ensure its efficiency, adequacy and transparency, promote the development and profitability of insurance providers and protect consumers of insurance services. It is concluded that one of the important conditions for effective management of the development of insurance companies in Ukraine is the use of modern management technologies and government support in the form of regulation of their activities, based on certain principles that ensure its efficiency, adequacy and transparency, will contribute to the development and profitability of insurance workers and protect consumers of insurance services. A methodical approach to determining the efficiency of managing the development of insurance companies is proposed, which is based on the use of the following coefficients: uncertainty of management activities; concentration of functions; accumulation of dysfunctions by the organizational structure; rationalization of the use of elements; concentration of elements; complexity of the organizational structure of management, which allows to establish the differences between the existing and the desired state of the basic indicators of the efficiency of the development management system of an economic entity

250-256

Authors: Tsymbaliuk S. O., Kovtun O. A.

In recent years, business has been increasingly interested in social responsibility, in particular in its environmental component. To implement environmental programs, organizations need employees who have «green» knowledge, share «green» values and have a worldview on protecting the environment, which requires the implementation of green practices in human resource management. The purpose of the study is to assess the impact of the practices of «green» human resource management on various aspects of the organization. The results of the study showed that the vast majority (95.1%) of respondents share the idea of the need to implement green practices in human resource management. The introduction of «green» human resource management practices has the greatest impact on the organization’s reputation and the employer’s brand. In this regard, when positioning the organization in the labor market and the market for goods (services), it is important to focus on environmental practices and sustainable corporate culture. The results of the study also justified the positive impact of the practices of «green» human resource management on the formation of environmentally responsible behavior of employees, the implementation of sustainable development goals, motivation and loyalty of employees, and labor results. The study justified the need for organizations to develop policies and strategies for «green» human resource management, the introduction of green practices at different stages of human resource management, the formation of a sustainable corporate culture. The results of the study can be used by organizations to substantiate the feasibility of introducing green practices in human resource management.

262-270

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

The purpose of the article is to determine the degree of influence of neuromarketing tools on the consumer of the tourism product. The influence of neuromarketing on the human senses, the so-called internal factors, is analyzed. A human has five main senses: eyes (sight); tongue (taste); ears (hearing); nose (smell) and skin (touch). The most important sense organ for marketers is sight. Most advertising campaigns are aimed at that. In second place in importance is hearing. There are four main types of neuromarketing: aroma marketing, atmosphere marketing, sensory marketing, and sound design. Sensory marketing is the most effective tool for influencing the human subconscious with the help of color and images. The speed at which a person receives information through the unconscious perception is 11 million bits per second, while the productivity of conscious perception is only 40 bits per second. Therefore, the most successful tourism advertising is advertising in the specialized industry publications. It is from there that a person receives the greatest amount of information that he remembers for a long period of time. The color scheme of tourism advertising material is also of great importance. The most effective is the one that uses blue-violet, dark blue, turquoise and intense lemon in its pictures and photos. It is the color that is in the first place among all other components of the presentation of the tourist enterprise. In second place is a detailed description, followed by music. It is important to use a beautiful aroma in the premises of the tourism enterprise. The most advisable are the aromas of fresh herbs, peppermint and grapefruit, sandalwood, geraniums and cinnamon, which should be placed in the hotel rooms, toilet, lobby, elevator and corridor. Smells are directly related to memory: having felt a certain aroma, a person’s brain reproduces everything connected with the stimulus. So, neuromarketing is a very important science, the use of which will allow travel companies, large brands, destinations, hotels, etc. to attract more customers, develop their products depending on their needs and make greater profits by conducting research on consumers of their services.

277-283

Authors: Protsenko V. M., Protsenko A. V.

The article studies the modern aspects and prospects of using Digital marketing in the development of pharmaceutical companies. Digital marketing in the pharmaceutical industry has been found to help reach an expanded global customer base, providing multiple opportunities to enhance the promotion and sustainability of a pharmaceutical company. It was found that the practical tools of digital marketing are e-mail, electronic data detailing, augmented and virtual reality, the use of which reduces the costs of pharmaceutical companies. It was determined that due to modern conditions, pharmaceutical companies intensively use social network platforms for the promotion and branding of medicinal products. It was determined that such Digital marketing tactics as content marketing, search engine optimization, e-mail marketing, social media marketing, etc., are considered effective tools for the promotion of medicinal products. Digital marketing has been found to generate valuable information that has a significant impact on the pharmaceutical sector, so pharmaceutical companies build consumer satisfaction through phone applications and online networks, allowing the pharmaceutical company to increase sales and profits. It has been found that pharmaceutical companies are increasingly using social media as target customers increase public awareness of their drugs and services and seek more effective opportunities to engage with target audiences. It has been found that for pharmaceutical companies, the e-commerce platform is the foundation of their digital presence, and improving the customer-centric infrastructure with well-integrated systems will help ensure proper customer interaction. It has been determined that the benefits of social media and online marketing are particularly important for pharmaceutical companies, as they are crucial to ensure more effective digital marketing. It was established that following the results of January-June 2022, the pharmaceutical companies "Farmak", "Darnytsia" and "Acino" took the leading positions in terms of sales of medicinal products.

292-297

Authors: Reshetnyak O. I., Samilkina A. V., Nesterenko A. O.

Restaurant enterprises should strive to constantly adapt to customer needs and ever-changing market conditions, offering appropriate services, identifying adequate methods of communication and promotion. The article is aimed at studying modern methods of promotion and determining the most appropriate restaurant services for this in wartime. The article discusses the essence and directions of application of modern methods of promotion. It is proved that promotion methods are very important both during the COVID-19 pandemic and during the war, and the variability of the market environment necessitates the innovative orientation of the restaurant business. The relevance of the creation and use of modern methods of promotion in restaurant facilities is substantiated. The definitions of the essence of the concepts of «promotion», «traditional forms of promotion» have been improved. Promotion of restaurants is one of the mandatory directions of successful business. It is determined that the pandemic and martial law have significantly changed the conditions of existence of the restaurant business in Ukraine, but the current trends in the development of promotion methods can improve the state of this area, i. e.: automation, which has become a key trend in visitor service procedures – from receiving orders to calculating visitors; personalization – the possibility of the visitor feeling of interest on the part of the institution to his preferences in food and service, special needs, etc.; playing on the feelings and emotions of visitors – the main share of the content; influencer marketing, that is, using the authority of popular bloggers, sites and pages in social networks of famous people, which allows creating and conveying to the target audience the content that is better remembered due to its emotional component; charity and volunteering that help raise the image of the restaurant. Complete and reliable information about customers and their preferences plays a significant role in promotion. The main modern methods of promotion are highlighted, with the help of which the enterprise will not only earn decent money, but also become popular in the city. Each of these methods is unique and requires the attention of marketers, you also need to have a specific strategy on how to use each method. The modern consumer has become more demanding both to the product itself and to the ways it has to be presented. Therefore, the more unique the method of providing information, the more successful the advertising will be.