Business Inform

16-33

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

The purpose of the article is to highlight the basic methodological and methodical approaches to the construction and calculation of ratings (indices), which allow to assess the military capabilities of individual countries of the world, to conduct correct international comparisons of the military power of countries and to determine Ukraine’s place in the system of these indicators. The publication defines methodological and methodical approaches to comparing the military power of individual countries and the combat capability of their armies, as proposed by various international organizations and institutions. In particular, an analysis of the database provided by the International Institute for Strategic Studies was carried out in terms of the number of military personnel. The ranking of world countries in terms of budget expenditures for military needs is analyzed, which is provided by the Stockholm International Peace Research Institute (SIPRI), as well as ratings of world countries for certain types of military equipment, such as: aviation equipment, tanks, naval vessels, etc. Measurements and international comparisons of multidimensional militarization processes are based on indicators of international ranking systems: the military power of countries and the combat capability of armies – based on the Global Firepower (GFP), the military burden on the economy and society as a whole – based on the Global Militarization Index (GMI). Methodological aspects of the formation of these international rankings are also considered; the results of positioning in the rankings of top countries and of Ukraine are given.

39-45

Authors: Zhabynets O. Y., Sukhyi O. O.

The article is concerned with studying the problems of export-oriented business of the regions of Ukraine in the conditions of wartime and the main ways to solve them. The main problems of export-oriented business in Ukraine, provoked by the military aggression of the Russian Federation (production, infrastructure, logistics, fiscal, energy), have been identified. It is found that the key problem of reducing the export activity of our State is the blocking of the main sea export routes, which before the war accounted for more than 70% of export cargo, including 80% of exports of agricultural products. It is proved that ensuring full-fledged exports from Ukraine by rail and road transport in today’s conditions is problematic owing to the shortage of cars, fuel, warehouses in European ports and on the land border of Ukraine with the EU Member States, differences in railway width standards, etc. It is argued that the «Grain Agreement» signed in Istanbul does not solve the problem of establishing exports for mining and metallurgical companies, whose logistics costs have generally increased 4-6 times due not only to military circumstances only, but also to an increase in tariffs for freight rail transportation. It is emphasized that the post-war reconstruction of the Ukrainian economy, which can become our novel industrialization, should take place to the maximum extent with a focus on those industries that materialize Ukraine’s advantage in the international market to a competitor, that is, this novel industrialization should be export-oriented. Some ways to restore export opportunities of domestic enterprises in the context of improving transport logistics and energy provision are proposed.

56-61

Authors: Proskurnina N. V., Hovorovska A. V.

It is defined that ensuring the sustainable functioning of the organizational-economic mechanism for managing the foreign economic activity (FEA) of an enterprise involves taking into account and evaluating all its structural elements. It is argued that the activation of foreign economic activity of domestic enterprises is impossible without the active participation of the State in creating an effective mechanism for stimulating and regulating foreign economic activity. The main purpose of the article is to study the theoretical and practical aspects of functioning of the State regulation as a factor of the organizational-economic mechanism for managing foreign economic activity of enterprise. The major trends and features of regulation of FEA under martial law are analyzed. The application of the hybrid model of separation of the economy and a number of important regulatory innovations introduced by the Government of Ukraine for the period of martial law are characterized. The study proves that further improvement of the instruments of the State regulation of foreign economic activity remains relevant today in order to reproduce the country’s export potential and increase the competitiveness of Ukrainian goods in world markets. The study analyzes the dynamics of export-import activity indicators for 2021-2022 in Ukraine. It is proved that the resumption of international business activity is possible due to the State regulation of FEA. It is determined that the State regulation of foreign economic activity of an enterprise should consist in creating conditions and promoting the development of its relations with foreign partners. It is determined that the enterprise should take into account the internal factors of influence on the efficiency of economic activity, and the task of the State as an external factor is to provide a perfect legislative framework.

68-78

Authors: Vakhovych I. M., Matrunchyk D. M.

The theoretical-methodological basis for the integration of education, science and production as a basic prerequisite for the innovative transformation of the post-war economy of the regions of Ukraine is formed, providing for the restoration of manufacturing, infrastructure and residential objects destroyed by the warfare, the formation of modern poles of growth of regional economic complexes and the creation of a favorable living environment (raising social standards and improving the quality of the environment) on innovative principles. Studies have shown that the recovery of the personnel and material-technical potential of educational institutions and scientific institutions, as well as the restoration of the pre-crisis interconnection of these institutions with enterprises of the real sector of the economy, is of paramount importance in developing promising directions for innovative transformation of the post-war economy. Programming of priorities of innovative transformation of the post-war economy of the regions should be based on the identification of territorial heterogeneity of the level of research and innovation component of the development of regional economic complexes through the calculation of the integral index of innovative transformation of the regional economy, which is determined on the basis of a number of individual indices of scientific research and innovation activity. The results of the calculation of the integral index of innovative transformation of the regional economy in 2017–2020 showed that a relatively high level of development of research and innovation components of the development of regional economic complexes is observed only in the Kharkiv region, where an extensive network of research institutions and educational institutions is concentrated, most of which have actively cooperated and continue to cooperate with industrial enterprises. Studies have shown that in most regions of Ukraine in 2017–2020 there was a relatively low level of development of research and innovation components of territorial socioeconomic systems. It is found that the positioning of the regions of Ukraine in the pre-war period (2017–2020) in terms of the level of development of research and innovation components of regional reproduction should be a prerequisite for differentiation of instruments and methods of innovative transformation of the post-war economy of the regions of Ukraine, which will ensure the restoration of residential, infrastructure and industrial facilities destroyed by the war and create new poles of economic growth on an innovative and technological basis.

86-92

Authors: Fedorov I. O., Nazarova K. O., Nezhyva M. O., Mysiuk V. O.

The article is aimed at researching the influence of digitalization and Internet connectivity on the achievement of the Sustainable Development Goals. The information basis of the research is the study of official information and periodicals. The following methods were used in the research: analysis, synthesis; system analysis; graphical method. It is specified that Internet connectivity is part of the UN’s Sustainable Development Goals. Access to the Internet is not a privilege or a luxury, but rather a necessity for economic development. Internet accessibility has become a priority for consumers, governments, and businesses. Increasing the Internet penetration level to enclose up to 75% of the population in all developing countries would add $2 trillion to their combined GDP and would create more than 140 million jobs worldwide. Bringing Internet access to everyone around the world is one of the most important goals and digital challenges facing global society. Among the main trends that will stimulate the development of Internet penetration and the smooth transition of business to the online mode of operation, we can highlight the following: an increase in the share of the middle class of the population; an increase in the share of Internet users among the population older than 50 years; urbanization processes. It is concluded that the business and economy of the future will undeniably benefit from the arrival of the next billion Internet users by positioning themselves to be able to reach these digital consumers and meet their specific needs. The global processes that are taking place around the transition of the economy to the online mode imply the presence of both opportunities and challenges.

98-105

Authors: Goloborodko A. Y.

In connection with the development of the digital economy, there is a need to transform approaches to the efficient management of the integrative development of the enterprise. The purpose of writing the article is to model the dependence of the flows and business processes of the enterprise on the inlaid resources and investments and determine the ways of integrative development of the enterprise. The study of the encapsulated approach to the digitalization of business processes of the enterprise on the way of integrative development was carried out with the identification of key flows of business processes of telecommunications enterprises: material, innovation-intellectual, information-marketing, and financial. The study made it possible to identify the dependence of management efficiency along with achievement of a positive result on the synchronization of flows with the possible assumption of a temporary variation in the dynamism of investing a particular flow. The article builds a mathematical model for calculating profitability in the dynamics of investment flows tested according to the data of telecommunication enterprises of Kyivstar PJSC, Vodafone PJSC and lifesell LLC for the period 2018-2021, which made allowed to identify the most influential flows over the years and identify the pattern of change in leadership depending on the influence of environmental factors and internal conditions for organizing the work of the enterprises. The author proposes a map of integration development of flows at telecommunication enterprises and their influence on the formation of performance results, defines vectors of integrative development of telecommunication enterprises. It is concluded that the process of global digitalization, which modern society is experiencing, requires flexible management of business processes of enterprises, changing business models and making timely decisions through the use of modern information technologies.

114-122

Authors: Gultekin O. O.

It is defined that the factor of the presence of a large number of injured citizens of Ukraine as a result of Russian aggression requires the introduction of additional capacities in the recreational industry to ensure their recovery, in particular by means of psychological rehabilitation. It is revealed that, based on the existing natural and recreational potential of forest biogeocenoses, forestry of Ukraine has significant reserves for the development of recreational infrastructure. It is substantiated that due to the significant impact of recreational activities in forest biogeocenoses on the ecological sustainability of forest ecosystems, it is expedient to develop a system of ecological and economic provision for recreational forest management, taking into account the requirements of wartime and the consequences of deepening decentralization of power and local self-government reform. It is determined that a modern system of ecological and economic provision for recreational forest use should be based on taking into account information and digital, environmental-resource and institutional factors caused by corporatization of the forest sector of the national economy; digital transformation of the system of control over the economic development of forest resources potential; implementation of the basic provisions of international environmental conventions in the domestic practice of forestry. It is proved that an effective system of ecological and economic provision for recreational forest use in wartime conditions can be formed as a result of achieving the main, auxiliary and interim goals of forming a set of recreational and tourism products based on the development of the recreational value of forest biogeocenoses. It is found that in the spectrum of the main goals of ecological and economic provision for recreational forest management, the normalization of the tourist flow is of great importance, taking into account the maximum permissible recreational load on forest biogeocenoses to prevent manifestations of recreational digression. It is substantiated that the development of the infrastructure of recreational forest management and the expansion of the range of recreational services by permanent forest users will make it possible to ensure more efficient commercialization of protected objects that are in the use of forestry entities, thus allowing to increase the level of capitalization of forestry in different natural climatic zones.

130-136

Authors: Danyliuk M. O., Barabaliuk R. S., Kovalskyi T. A.

The article is concerned with studying the current state of the domestic electric power industry and the existing and potential contradictions between stakeholders in the process of its restoration and modernization. Based on the studies of world experience, possible changes are indicated, namely: recovery of the energy system on the basis of decentralization; development of mini-power plants; creation of an energy storage system at existing hydroelectric power plants; development of hybrid projects in the field of renewable energy sources (RES) and the introduction of other generating capacities of «green» energy. The need to amend the Draft Concept of the «green» transition of Ukraine until 2050 to increase the share of electric energy from the nuclear energy sector is substantiated. It is noted that the domestic energy sector will undergo significant changes in the coming decade, but positive changes are possible only with the interaction and beneficial cooperation of all business structures, as well as with the support of their activities by individual territorial communities and public organizations. Attention is focused on a significant number of stakeholders in the electric energy market, some of which have counter interests, which will cause conflicts and contradictions. The article also points out that one of the important ones is the contradiction between the need for a radical energy transition to new technologies and the interests of current raw materials and energy monopolies to maintain the status of traditional energy for as long as possible. As a result of the study, it is determined that the current sector of the domestic electric power industry is characterized by a significant number and versatility of contradictions, which are proposed to be classified on the basis of «sphere of manifestation» into the following: economic; social; market-based, and technological. It is proposed to consider the processes of detection and identification of contradictions as an important prerequisite for a solid foundation in order to ensure a stable, consistent and innovative development of the electric power industry sector of the national economy.

145-154

Authors: Parfinenko T. O.

The Russian invasion of Ukraine and the COVID-19 pandemic have actualized the need to rethink the recreational use of thermal mineral springs by resort hotels in order to treat the consequences of post-war injuries, psychological rehabilitation and health restoration. Solving these problems requires strengthening the role of recreational enterprises and resort hotels in restoring the health of the population by expanding the directions of their economic activity and forming the investment attractiveness of the national resort and recreational product in world markets. The publication pays special attention to determining the physical and chemical properties of thermal mineral springs, which is an important component in the development of healing methods and the creation of specific health recovery programs. The spatial structure of the distribution of thermal mineral springs by regions of the world is clarified. The main types of establishments with thermal mineral springs, which provide recreational, healing and therapeutic services, are determined. In addition, the amount of financial losses suffered by institutions with thermal mineral springs as a result of the COVID-19 pandemic is determined, as well as the dynamics of volume and forecast of growth of the world market of thermal mineral springs, due to the need to recover health, is identified. According to the results of the study, it is found that thermal mineral springs are a unique natural resource. Their recreational use is the main activity of many resort hotels. As a result of the Russian aggression and the COVID-19 pandemic, there was a shift in emphasis in the functioning of resort hotels from relaxation and rest towards treatment and rehabilitation, which will help restore the demand for resort and recreational services in the post-war period. Thus, the increase in demand for the health-recovering, medical and recreational services will make it possible to expand the recreational use of thermal mineral springs, update the menu of services and become more appealing for attracting investment capital.

168-173

Authors: Holovko O. M., Udvorheli L. I., Chorii M. V.

The purpose of this study is to analyze the essence of museum workmanship today and in the future. Research methods include analysis, observation, comparison and generalization of data on the activities of museum institutions and enterprises, as well as scientific literature. The functions of museums are complex, given the variety of forms of their activities. Until recently, traditional forms of exhibiting were cultivated, and detailed information could be obtained during excursions. Today, the cultural and educational activities of museums have undergone significant changes: the educational and upbringing functions are realized by means of modernized educational programs, digital and factual materials, cultural and artistic events, in cooperation with educational institutions; the entertainment function is manifested in the active participation of individuals in creative workshops, clubs, recreation evenings, concerts, and in the creation of commercial structures on the territory of museums, such as restaurants, bars, and merch stalls. In other words, museums are gradually becoming part of the entertainment industry. With the advent of the media and the Internet, the role of the museum in society has been significantly transformed. Nowadays, the main functions of disseminating culture, which used to belong to museums, have been transferred to the mass media (press, television, and the Internet). At the same time, the role of museums and museum networks in the global «broadcasting» of cultural heritage is growing. Modern museums around the world have acquired this «broadcasting» function with the widespread introduction of the latest museum technologies. In the era of the information boom, an urgent problem for museums is the desire to maintain the bar of public interest, relevance, and popularity of the institution among visitors. In such realities, the very idea of a museum exhibition as something unshakable and stable in time is transformed, and a space for a virtual museum appears. Another innovation is holding presentations of public resonance in the museum. Traditional subjects of presentations for Ukrainian museums are the release of a new art catalog or album, a book by a famous scientist, a new archaeological find, an exhibit transferred to the museum, etc. The statistics of recent years, based on such indicators as the popularity of the museum among virtual and real visitors, the prestige of the museum, and public awareness of the museum’s existence and activities, have convincingly proved that in the information society, those museums that successfully compete with other institutions of the leisure industry are those that disseminate information about themselves as fully and widely as possible.

182-191

Authors: Kovbatiuk M. V., Shkliar V. V.

The enterprise management system falls under dynamic fluctuations, accompanied by internal and external information surfeit and requiring the organization and implementation of high-quality analytical support for the management process. In this regard, the role and understanding of the essence of analytical tools, which will increase adaptability to the surrounding changes, is strengthened. Studies of the economic literature have made it possible to single out monitoring and strategic analysis among the most used analytical tools. The article conducts a detailed analysis of the essence of the concept of «monitoring» and determined that most scholars use it to replace the concept of «analysis». However, monitoring is a broader concept that combines various directions of analysis: production and economic, financial, investment, technical, technological, social, innovative, environmental, etc. and acts as its complex manifestation. Therefore, it is more expedient to use the concept of «complex monitoring», which is a more thorough and multi-vector analytical study that takes into account the results of various activities of the enterprise, which are formed under the influence of internal and external factors and serves as a basis for determining the directions of further functioning and development of the enterprise, including constituting the basis for strategic analysis. Complex monitoring essentially includes an analysis of the company’s activities over the past and current years, that is, it performs the tasks of retrospective and current analysis, which is the main difference from strategic analysis, which involves conducting analytical research for the future to develop a strategic plan and determine the development strategy of the enterprise. Despite the matter that the studied categories of «complex monitoring» and «strategic analysis» are not identical, they have a close relationship, since it is impossible to form a strategic plan for the development of an enterprise without the basis of complex monitoring, which ensures the effective implementation of strategic analysis and the correct formulation of its elements. Complex monitoring and strategic analysis occupy an important place in the management system, since they solve one of its main tasks – the qualitative formation of a strategic plan and a development strategy of the enterprise.

197-203

Authors: Prokopchuk O. A., Horbachova I. V.

The purpose of the article is to substantiate the measures regarding diplomatic support of the Ukraine's foreign public debt in the conditions of a critical budget deficit. The analytical basis of the proposals are the results of the assessment of trends in the development of international flows of debt capital and the world experience of diplomatic assistance to countries in the process of overcoming their debt crisis. It has been established that the process of international movement of loan capital, in which countries are active participants regardless of the economic development level, is characterized by dynamic trends of value growth. A critical factor in the growth of public debt in Ukraine is the decrease in the value of GDP and the inability to cover the budget deficit as a result of high military and social costs. It has been proved that the minimization of risks associated with the State's dependence on international borrowing is possible under the condition of effective diplomatic support of the external debt at all stages of its formation and maintenance. Ukraine has positive results of diplomatic debt support (favorable conditions for obtaining new loans, partial restructuring of existing debt). However, in the future, under conditions of preservation of current trends, the growth of foreign debt will pose a threat to the economic security of the State. Based on the analysis of alternative options for overcoming the debt crisis, the authors substantiate the expediency of Ukraine's diplomatic request to international creditors for preferential debt restructuring; active cooperation with foreign countries regarding mediation in interaction with international financial organizations in the direction of initiating special programs of financial support for Ukraine. Diplomatic support of foreign public debt should occur simultaneously with the further integration of Ukraine into the European Union, measures to stimulate economic growth in the country, which will contribute to increasing the international investment attractiveness and credit ratings of the national economy.

210-216

Authors: Murakhovska O. Y.

Financial provision is one of the important elements of community resource provision. There is quite a number of bases of financial resources that territorial communities can take from, therefore, for their effective use, it is advisable to classify them, establish the appropriate features, and the possibilities of use them rationally. Currently, it is important for communities to be able to form the necessary amount of financial resources that will allow them to be financially capable. Also important is the legally defined powers of communities within which they carry out their activities and use accumulated funds. The publication analyzes the peculiarities of the formation of financial relations in territorial communities of Ukraine. The corresponding shortcomings in shaping the financial capacity of communities are singled out. The sources of filling the community budget are analyzed. It is found that today the majority of territorial communities need to provide appropriate investment financing of their projects for their sustainable development. Sources of filling financial resources of territorial communities are identified. It is proved that the main financial source of the territorial budgets is the activities of small and medium-sized businesses located in communities. It is determined that for the effective implementation of measures for the socioeconomic development of communities, the principle of their autonomy in matters of budget and tax activities should be implemented. The main directions of influence of financial decentralization on the socioeconomic development of the regions is formed. Based on the identified directions of development of territorial communities, the importance of public participation in decision-making on the implementation of projects on sustainable development of communities is determined. The need to form a favorable image of the territorial community, thanks to which it is possible to attract investment funds for the implementation of community development projects, is proved.

222-228

Authors: Panasyuk V. M., Halchak K. R., Bosyi V. A.

Over the past few years, the term «cryptocurrency» has firmly entered the public consciousness. Virtual assets are gaining popularity because of their main advantages: availability, anonymity, the ability to make quick money, etc. Cryptocurrency is a code in a large book called «blockchain». Owing to the fact that the technology of «blockchain» is inherently similar to an accounting book, the world’s leading scientists are studying the issue of its implementation in the accounting system. This would allow to record each transaction automatically, reduce the cost and increase the speed of transactions. The article discusses the issue of accounting for settlements in the field of e-commerce using speculative assets. The regulatory framework for taxation of transactions with cryptocurrencies in Ukraine is analyzed. Several approaches to accounting for transactions with risky assets in Ukraine are proposed. The results of the study provide a detailed assessment of the situation in the international trade market and the state of development of settlements using cryptocurrencies, highlights the problematic aspects of normative regulation and accounting for transactions with risky assets in Ukraine and over the world. The field of e-commerce includes all transactions carried out via the Internet. This is indeed doing business online, i. e., by means of websites, social networks or mobile applications. The introduction of a method of making payments with cryptocurrency will greatly simplify the processing of transactions. This payment in digital currency is delivered anywhere in the world, regardless of the place of departure without intermediaries. At this, the cost of the transaction, or the payment fee, is much lower than with a regular bank transfer. The cryptocurrency market is currently quite volatile, classifying transactions with digital assets as «high-risk». The introduction of cryptocurrencies as a full-fledged means of payment is impossible without market regulation by financial institutions. Until that happens, commodity prices in cryptocurrency can fluctuate up to 25% compared to the previous day. Trading under such price conditions is impossible. However, a type of cryptocurrency such as «stablecoins» is protected from market fluctuations, since their pricing principle is based on the exchange rate of the real currency. For example, the USDT stablecoin is pegged to the US dollar, so its value changes along with the value of the real currency. In this case, an electronic currency such as USDT can be considered a means of payment and used in e-commerce.

236-241

Authors: Sokhan I. V., Popovskyi V. H.

The purpose of the article is to provide a definition for the «sustainable competitive advantage», outline the different types of advantages and highlight the factors that should be considered when forming such a definition. It is identified that a sustainable competitive advantage is something that a company does better than its competitors for a long period. An advantage can be a company asset, a value, quality, or a characteristic that others find difficult to reproduce. As a result, the advantage factor allows the company to stand out in the market and rise above competitors. Presence of this competition factor helps the company increase sales, increase brand awareness, or make a bigger profit compared to other similar businesses. Several factors affecting an organization’s sustained advantage are allocated, including resource factor, variable cost structure, distribution network, customer service, and intellectual property. The formation of competitive advantages in building a market strategy for the development of a company consists in understanding and successful manipulation with external and internal factors of influence, subject to limited resources and unlimited opportunities. Resources can be combined and developed into abilities, which in turn creates key competencies. Opportunities is a firm’s ability to turn resources into competitive products and processes. They are difficult to document as procedures, and therefore difficult to copy. Intangible resources, as a rule, are the main source of unique strategic opportunities. In turn, capabilities are a more likely source of unique core competencies that create sustainable competitive advantages. The essence of the strategy is to choose actions that differ from competitors – a company can outperform competitors only if it can establish a difference that it will be able to maintain.

248-257

Authors: Ovcharenko P. Y.

The medical reform carried out in Ukraine in recent years has led to the emergence of a number of managerial problems faced by the heads of health care institutions. Now they are forced to perform the entire scope of management functions, including the assessment and analysis of performance of the headed institutions. The article poses the problem of inconsistency of the arrays of primary data for assessing and analyzing the efficiency of health care institutions and secondary economic and statistical models of processing these data in order to useful information support regarding the actions of the management of institutions. The structure and content of primary data do not fit any model of further processing due to the non-compliance of the system for collecting arrays of primary data with the key requirements and principles of forming such arrays. The purpose of the article is to identify, on the basis of the calculation experiment, the key problems of domestic approaches to the formation of primary data for the use of non-parametric models for assessing the performance of health care institutions and to develop recommendations for solving these problems. To solve the tasks set, the world experience on the effective application of non-parametric models for evaluating the effectiveness of health care institutions was analyzed, the appropriate factual material was selected and a calculation experiment was carried out to establish a simple causal relationship between the indicators of evaluation of health care institutions, which are components of statistical accounting indicators approved by the State in this sphere. It is found that currently a very large number of indicators are used for evaluation, with excessive use of cost effectiveness indicators, while the statistical relationship of the behavior of indicators against each other is insignificant or absent altogether because the dominant principle of the selection of indicators is statistical availability and regularity of initial data. The main directions of solving the indicated problem are: changing approaches to the formation of primary indicators for the activities of health care institutions in general, necessarily basing not on the simplicity of their calculation, but on the requirements of models of further economic and statistical processing; structuring of the primary information base according to the directions of institutional interaction at the local level and uniform filling with appropriate and adequate assessment indicators by each of the directions.

263-270

Authors: Chukurna O. P.

The article substantiates the relevance of taking into account ecological marketing solutions in the price policy of the enterprise in the conditions of sustainable development. Sustainable development involves focusing on the ecological factor as one of the key aspects of the strategy of sustainable development of enterprises. In this context, the marketing decisions in the part of the price strategy of the enterprise become relevant, since it is the price factor that is the most influential in creating additional value. The purpose of the article is to study the influence of factors of ecological marketing decisions on the formation of the price policy of enterprises in the conditions of sustainable development. That is an influential factor influencing the formation of the general strategy of sustainable development of the enterprise, as a reserve for the creation of added value. As a result of the conducted research, the strategy of price differentiation based on the environmental properties of the product was substantiated. It was proposed the formation of the price on the basis of an additional price premium for markets with a high level of demand for ecologically safe goods. A matrix of price differentiation strategies based on the ecological properties of the product is developed. The evolution of approaches to ecological innovations is improved, taking into account the purpose of pricing. Prospects for further research should be the determination of mutual coordination of all sustainable development goals when making marketing decisions in terms of influence on the formation of a general marketing strategy

278-284

Authors: Chobitok V. I., Kononov O. I.

The purpose of the article is a theoretical and methodological substantiation of the scientific-practical process of diagnosing the influence of the intellectual marketing capital of the enterprise on its complex cost in modern conditions of economic management. According to the results of the study, it is found that in modern conditions, intellectual marketing capital can undoubtedly be a competitive advantage. Its influence and evaluation are important instruments for the capitalization of the enterprise, by means of which it is possible to create an attractive corporate image, from a marketing point of view, and increase the complex value of the enterprise. Based on the analysis of different approaches, intellectual marketing capital can be considered as: an aggregate of values; the process of transforming knowledge and intangible assets into resources; the result of the enterprise’s efforts to form, use and increase it. Therefore, intellectual marketing capital should be understood as a system of intellectual values (knowledge, experience, creativity, skills), information, organizational capabilities, information channels, which in the process of their reproduction create intellectual advantages of the enterprise in the market. The main function of intellectual marketing capital is to significantly accelerate the growth of profit by forming and implementing the systems of knowledge, things and relations necessary for an enterprise, which, in turn, ensure highly efficient business activities taking into account the conditions of digital technologies. The article proposes a scientific-practical approach to diagnosing the intellectual marketing capital of an industrial enterprise, which includes five stages, and a model of the impact of the intellectual marketing capital of an industrial enterprise on its complex value, in the context of which it is advisable to study both financial and non-financial indicators, since not all components of intellectual marketing capital can be expressed in monetary terms. The practical significance of the results obtained is that the proposed models allow for a more accurate assessment of intellectual marketing capital, which will increase the efficiency of its use at different levels of management and increase the complex value of the enterprise. The results of the research allow further consideration of a strategic approach to the formation of the complex value of an industrial enterprise.