Business Inform

6-11

Authors: Panova I. O., Bahinska A. V.

In recent decades, the evolvement of authoritarian regimes in different countries of the world has become a noticeable trend. This process raises questions about the impact of these regimes on international relations, democratic values, human rights, and the international order as a whole. It is important to note that authoritarian political regimes have a wide range of variations, from totalitarian systems, where power is completely controlled by one person or group, to milder forms, where the authority of power is based on other factors, such as military power or legitimacy. The subject of research in the article are political regimes. The aim is to investigate the typology and characteristics of authoritarian political regimes. The article uses general scientific methods: historical analysis and research to illustrate examples of authoritarian regimes. This allows us to find out the reasons for the emergence and evolution of authoritarianism, as well as to understand its influence on society and politics. The general scientific approach has proved itself useful in systematic researching and analyzing the typology and characteristics of authoritarian political regimes, highlighting a comprehensive understanding of this complex problem. The main characteristics of authoritarian political regimes are revealed; the specifics of functioning of authoritarian regimes and their impact on society are allocated. An analysis of different types of authoritarian political regimes has been carried out, which helped to a better understanding of the diversity of authoritarianism; also features of the latter have been determined. As a result of the study, conclusions are drawn as follows: a estimated typology of authoritarian regimes is important for identifying potential challenges and dangers that they can create for democracy, human rights, and stability in society. This can be helpful for politicians, researchers and actors of international relations in developing some effective strategies for preserving democratic values and countering authoritarianism. The study of authoritarian political regimes points to the need to strengthen international efforts to promote democracy, protect human rights, and promote democratic values. International cooperation and support can play an important role in spreading democratic values along with strengthening resistance against authoritarianism.

19-23

Authors: Duchenko M. M., Zhuk A. V.

The article is aimed at studying the theoretical aspects of social partnership as an element of the sphere of social and labor relations. Analyzing the works of Ukrainian and foreign scholars, it was found that social partnership is an effective instrument for generating new forms of interaction between business, society and the State. This is a special type of social relations that leads to a balance in the realization of the interests of social groups of society, which is realized mainly in the field of social and labor relations. The main stages of creating an effectively functioning social partnership are allocated and characterized. As a result of the carried out study, it is revealed that social partnership in Ukraine is not yet developed, i. e., it stalls at the stage of establishing. The most realized social partnership in the sphere of social and labor relations of Ukraine is the partnership of employees – employers, where the interests of employers are represented by the Federation of Employers of Ukraine, the interests of employees – by the Federation of Trade Unions. The government, public authorities and local self-government bodies may also be involved as a third party of interest. Interaction in this social partnership is conducted through social dialogue by means of negotiations and the conclusion of relevant agreements. It is noted that an effective social dialogue will be successful only when its benefits are clearly defined and well understood by all parties involved. For this purpose, the main advantages of involvement in social partnership for each of the participating subjects (employees, employers, the State) are identified and systematized. Prospects for further research are to study the experience of developed countries and, on this basis, to develop an effective mechanism for introducing social partnership for different categories of participants in Ukraine, as well as to determine its economic efficiency.

33-40

Authors: Savchenko M. V., Kuzmenko Y. H., Choplyak M. P.

The theoretical and methodological basis of the research is built upon the works of domestic and foreign scholars. The results were obtained through the application of a system of research methods. Specifically, methods of grouping, classification, and quantitative comparisons were used to examine the commodity and geographical structure of Ukraine's exports. Structural and economic-statistical analysis methods were employed to evaluate the main financial indicators of Ukraine's external trade in raw materials, and a graphical method was used to visually represent the obtained research results. The article is dedicated to a detailed study of Ukraine's external trade relations. It studies the state of the country's external trade in raw materials, with a thorough examination of the dynamics of Ukraine's export and import operations in the raw material sector. The structure of Ukraine's exports and imports is analyzed using statistical methods. The impact of Ukraine's external trade on the economy of country and the world as a whole are discussed. Raw materials are commodities without added value, making their sale less beneficial for the country compared to the sale of finished products derived from raw materials. As a result, the country's economy develops at a slower pace. Therefore, the issues raised in the study are discussed, and a strategy for the development of Ukraine's external trade is proposed. The prospects for the further development of Ukraine's external trade in raw materials are identified. Research on the trends in Ukraine's external trade in raw materials enables the forecasting of economic development and the formulation of directions for the country's external trade.

53-59

Authors: Storonyanska I. Z., Benovska L. Y.

During wartime, the economic development of the regions is influenced by risks, investment and credit activities turned out to be the most sensitive to threats. The decisive factor in the development of regions has become the security factor, that is, dependence on the spatial location of the region. In such circumstances, uncertainty about the future increases, which changes the behavior of economic actors and increases irrationality of the economy as such. The article is aimed at identifying the peculiarities and risks of investment and credit provision of the development of regions in wartime conditions. The study revealed the negative impact of the war: on the investment activity of business entities, the ability of businesses in regions that were not directly involved in the military conflict to recover quickly, which was reflected in the growth of loans, deposits of the corporate sector of the Western and Central regions; on public confidence in the banking system, which was manifested in the growth of bank deposits of the population. In the wartime circumstances, the role of the State in ensuring and stimulating credit and investment development of the regions increased, which was manifested in the rapid growth in all regions of loans issued under the government program «Affordable Loans 5-7-9», the introduction of loan repayment holidays to solve the problem of non-performing loans and others. A number of risks and challenges for the banking system during wartime is identified, among which are the following: because of the temporary occupation of the territory, the share of non-performing loans has sharply increased; investor’s conduct became more moderate, which was manifested in a sharp decline in investment loans; the need to ensure the availability of the bank in the digitalized space has increased; the requirements for ensuring a quick response to current events, the provision of new types of services, etc. have increased. It is concluded that the stability of the economic system depends primarily on what is done before the crisis, and not during crisis or thereafter.

67-72

Authors: Dobroskok I. B., Dron M. D.

The article provides an overview of current problems and opportunities associated with attracting foreign direct investment (FDI) to Ukraine. The purpose of the article is to determine the strategy of attracting foreign investments and to determine ways to increase the investment attractiveness of Ukrainian enterprises. The article also emphasizes the relevance of the study of factors of feasibility and efficiency of the involved investments, since these indicators determine the optimal approach to work with them. The article defines the essence of the concept of "foreign direct investment". Types of presentation of the investment activity of enterprises as a whole were determined and an overview of the main types of investments that can be involved in enterprises was carried out. A comparative analysis of real and financial investments was conducted, the advantages of these types of investments for enterprises were emphasized. Also, a comparative review of the main types of direct foreign investment was conducted. Various strategies and approaches that can be successful in attracting FDI and contributing to the economic growth of the country have been analyzed. The factors that contribute to the attraction of direct foreign investment in the State are highlighted. The research in the article focuses on the challenges that Ukrainian enterprises face when attracting FDI, such as corruption, political instability and uncertain legislation. References are used to the works of various researchers who studied investment activities and the importance of investments in the formation of the enterprise's capital. The importance of developing an investment strategy was determined and areas for increasing the investment attractiveness of the company were identified. At the end of the article, additional directions for increasing the investment attractiveness of companies are proposed, such as the development of an international brand, improvement of personnel qualifications, introduction of modern technologies, partnership with local and international structures. Development of a comprehensive investment strategy and implementation of recommended measures can increase the company's competitiveness, attract foreign investors, and ensure long-term stability and growth.

80-90

Authors: Volosov A. M., Balamut H. S.

The article is aimed at identifying the place and role of digital transformation as a factor and result of changes in the conditions for entrepreneurship activities. The development of the national regulatory framework for regulating the processes of digital transformation of the country’s economy in general and entrepreneurship in particular is considered. It is found that, in general, such a system is multilevel, based on international and national documents, and, despite the obvious imperfections, can be actively applied. The intensification of digital transformations of Ukrainian society and economy began in the last decade with the support of the national executive and legislative authorities, foreign governmental and non-governmental institutions. The role of the Ministry of Digital Transformation and other structures as an initiator, customer, performer and coordinator in the implementation of various projects to create new opportunities for the population and business is characterized. Given the spread of digital platforms as a tool for digital transformation of the economy, platforms to support Ukrainian business are considered. It is determined that the digital transformation of the economy is supported by the population (non-governmental and non-profit organizations, territorial communities) and is implemented by various means, including crowd technologies. Studying the dynamics of preferences of users of the Ukrainian segment of the Internet allows us to talk about both their qualitative changes and the lack of a nationwide platform that would implement all possible models of interaction between business, households and government. The most famous and successful projects of digital transformation of Ukrainian entrepreneurship in various spheres and segments of economic activity are systematized. The features of implemented projects and their problematic aspects are determined. The conclusions verifying the thesis that digital transformation is both a factor in changing the conditions for functioning of entrepreneurship and the result of changes, first of all, in the external environment, are formulated.

98-112

Authors: Palamarenko Y. V., Chikov I. A.

The article conducts a study indicating the importance of bioenergy as one of the main directions of renewable energy. Bioenergy occupies a leading position in the global market and plays a significant role in replacing fossil fuels and reducing greenhouse gas emissions. Bioenergy, in particular the use of agrobiomass, has great potential in Ukraine for energy production. However, now the development of bioenergy in the country lags behind the European level. In order to facilitate the development of this industry, it is necessary to use the available agrobiomass resources and introduce modern energy production technologies. It is further defined that for the development of bioenergy in Ukraine it is important to create a favorable legislative environment and infrastructure. It is necessary to attract investment in the industry, support research and development of new technologies, as well as have specialists trained who can effectively implement bioenergy projects. The study revealed that one of the ways to use agrobiomass for energy production is to grow energy crops such as straw, corn and sunflower stalks, corn silage, organic components of household waste, sewage sludge and waste from livestock breeding enterprises. For optimal use of agrobiomass, it is necessary to take into account environmental and socioeconomic aspects, ensure the sustainability of raw material supplies and develop efficient production technologies. The publication provides data on the consumption of renewable heat energy in Ukraine during 2007–2024. Different types and methods of energy production from agrobiomass are described and a classification of technologies for the gradual transformation of agrobiomass into energy products is presented. The publication also considers the methodology of economic efficiency of waste use for biofuel production in comparison with their traditional use at the State level. The advantages and disadvantages of energy use of agrobiomass are highlighted, as well as different types of biofuel production and raw materials used for this purpose are considered.

121-126

Authors: Wang Dongcheng, Krasnonosova O. M.

During the 20s of the XXI century, significant efforts of small businesses are aimed at finding opportunities to continue their activities in the context of the COVID-19 pandemic. Disruption of supply chains and a negative impact on demand are observed. The pandemic has shown a devastating force for the food service sector in a market economy. The aim of the publication is to analyze industry trends in digitalization of management at restaurant business enterprises to search for competitive advantages, such as possible changes in product supplier chains and inventory volumes. Despite the ongoing pandemic crisis and current economic challenges such as inflation, supply chain issues, rising energy prices and staff shortages, modern digital technologies can help ensure sustainable operations. Novel technologies, the widespread use of innovative software and various gadgets, the globalization of services, the transition of services and sales to online – all this must be taken into account in the activities of companies and enterprises. Digitalization of internal processes of activity is becoming a reality in many sectors of the economy, but in the activities of restaurant business institutions it is moving more slowly. In fact, there are a large number of dining establishments with a small number of staff and small family restaurants. To solve the problem with inventory rationing, various methods and calculations using application software packages are used. The article proposes their adaptation to the conditions of the restaurant business. It is concluded that digitalization and the use of digital technologies is the most effective way of development for restaurant businesses.

134-140

Authors: Kozlova I. M., Velyka О. Y., Kozlov N. V.

Under martial law, the business sector in Ukraine found itself in a critical situation due to a decrease in production volumes, logistics and supply problems, financial instability, an increase in situations associated with risk and uncertainty, etc. The strategic development of enterprises under martial law creates unique challenges due to restrictions on movement, communication and resources. The purpose of the study is to analyze the key factors and prerequisites for the strategic development of Ukrainian enterprises under martial law and post-war renewal. The article discusses the various challenges that enterprises may face: limited resources, uncertainty and instability, increased regulation, communication problems, security issues and mitigation of negative effects on reputation, and also identifies the main obstacles to business development according to representatives of enterprises of various forms of ownership. The development of enterprises under martial law requires a careful consideration of these and other challenges of our time, as well as a willingness to adapt to changing circumstances and take risks in the face of uncertainty. The article also suggests strategies that businesses can take to meet these challenges, such as developing a clear and flexible strategic plan, supporting core operations, exploring new opportunities for growth and innovation, building strong relationships with stakeholders, complying with regulatory requirements, and prioritizing corporate social responsibility. By implementing these strategies, businesses can meet the challenges of martial law and continue to operate effectively in the marketplace. The strategic development of enterprises under martial law requires a proactive and adaptive approach that focuses on innovation, partnership, compliance with the law, well-established communications and monitoring.

147-152

Authors: Yuhas E. F., Lalakulych M. Y., Rybakova L. P.

The purpose of the article is to substantiate the theoretical foundations and practical aspects of the study of the accounting policy of the enterprise in the conditions of war. The full-scale invasion of the Russian Federation on the territory of independent and sovereign Ukraine caused significant negative phenomena and processes occurring in the economy and society. Destabilizing factors had the most significant destructive impact on the sphere of entrepreneurship, as a result of which the conduct of economic activity underwent significant destabilizing changes, and the risks of negative effects significantly increased. The introduction of a special legal regime of martial law in the country caused the need to keep records of economic transactions at enterprises taking into account the factors of war, which significantly reformatted approaches to the accounting system at enterprises and caused its changes. The article analyzes the main scientific approaches to determining the essence of the company's accounting policy and elucidates the specifics of its change in the context of the economic and legal analysis of current legislation in the field of accounting and financial reporting. It has been proven that the existing destabilizing factors of a military nature have a significant destructive effect on the state and changes in the accounting policy of the enterprise, which are due to the need to reflect in the accounting and financial reporting of economic transactions associated with the: impossibility of economic activity or its significant limitations due to the conduct of active hostilities; forced relocation business entities to relatively safe territories; legal restrictions on settlements with Russian and Belarusian counterparties; increased risks of counterparty default; destruction, large-scale destruction, damage and depreciation of assets as a result of active hostilities; provision of defense assistance; as well as settlements with employees in conditions of martial law. The main methods of improving the accounting policy of the enterprise in the conditions of war are proposed.

159-166

Authors: Rudevska V. I., Pohorila O. V.

The financial sector is a critical component of the modern economy, but it is also subject to a variety of risks and challenges that can threaten its stability and sustainability. Politicians and regulators have developed different principles and methods of regulating the financial sector, but the effectiveness of these methods remains a matter of debate. The article is aimed at identifying problems and opportunities to ensure an effective and integrated approach to regulating the financial sector. The article analyzes the evolution of regulation of the financial sector during the period of transformation, explores four levels of regulation of the financial sector, including self-, micro-, meso-, and macro-prudential regulation. A comparative analysis of the main roles, tasks, characteristic risks, as well as interdependence and interrelations between bodies and institutions of prudential regulation is carried out. Based on the analysis of the existing methodology, a new hybrid vertical model of regulation has been proposed, which aims to provide a more efficient and integrated approach to regulating the financial sector. This hybrid model combines the strengths of macro- and meso-prudential regulation to provide a more targeted and accurate approach to risk management in the financial sector. The carried out analysis shows that while each level of regulation has its strengths and limitations, a hybrid approach that combines different levels of regulation can provide a more effective and comprehensive approach to regulating the financial sector. The hybrid vertical model of macro- and mesoregulation proposed by the authors can contribute to further research, discussion and development of financial sector regulation.

175-181

Authors: Vinnychenko O. V., Hantseva A. O.

The article is concerned with analyzing theoretical approaches to the essence of the concept of «financial sustainability of bank» and developing practical recommendations for structuring the main factors influencing the financial sustainability of a bank. It is specified that the financial sustainability of the banking system is directly related to the sustainability of each individual bank that constitutes a part of it. It is noted that a significant negative impact on the banking system of our country at the present stage is exerted through events of the ongoing war, inflation, reduction of production, and a decrease in investment activity. Based on the analysis and generalization of existing approaches to determining the essence of the concept of «financial sustainability of bank» using content analysis, the main components of financial sustainability of a bank have been identified, namely: ensuring risk coverage; the bank’s ability to counteract negative external and internal factors; efficiency of use of assets and financial resources; ensuring liquidity, solvency and profitability of the bank. The main factors influencing the financial sustainability of a bank are analyzed. Using system analysis, the article offers a structural model of the hierarchy of factors influencing the financial sustainability of the bank. The results of structuring the factors influencing the financial sustainability of the bank help to choose the right sequence of actions and allow to identify priority problems that require first-order solutions when making managerial decisions on the development and implementation of the bank’s development program.

187-195

Authors: Vdovichen A. А., Vdovichena O. G., Tabenska J. V.

The article is aimed at defining the peculiarities of formation of revenues of local budgets of Ukraine under current conditions and providing proposals for further increase of financial capacity of local self-government bodies. The article highlights the methodology for calculating the tax autonomy of local self-government bodies, focuses on the need to strengthen the financial potential of territorial communities. The structure of the revenue side of local budgets of Ukraine during 2013–2022 is studied. It is found that under the conditions of decentralization, the highest share in the structure of local budget revenues belongs to tax revenues, their share has increased from 33.36% in 2015 to more than 60% in 2020–2022. In connection with the reform of the model of the State financial support for the healthcare sector, the medical subvention, which was credited to local budget revenues, was repealed. The implementation of this affected the reduction of the fiscal importance of inter-budgetary transfers – their share in local budget revenues decreased by more than 10 percentage points. Personal income tax revenues are characterized by the largest fiscal effect among tax revenues. The full-scale military invasion in Ukraine in 2022 led to a significant increase in the number of military personnel, which, together with an increase in the level of their monetary support, affected a significant increase in personal income tax revenues. Local taxes and fees are a certain indicator of fiscal autonomy of local self-government bodies, and given the above, it is important to realize their fiscal potential. The average value of the share of local taxes and fees in local budget revenues of Ukraine during 2013–2022 comes to 22.70%, and there is a tendency to increase the values of this indicator. The article substantiates proposals to increase the fiscal significance of property tax. In particular, this concerns the filling of the State register of real rights to real estate and the State land cadaster; timely and regular normative monetary valuation of land; transfer of certain functional powers regarding the administration of property tax (formation and sending of tax notices on tax payments; introduction of payment accounting) to local self-government bodies; improvement of institutional mechanisms of interaction between local institutions and tax authorities.

203-208

Authors: Kubetska O. M., Ostapenko T. M.

The article considers the issue of role of analysis of financial sustainability of enterprise in ensuring its current activity. The article is aimed at generalizing the methodical instruments of financial analysis of enterprise sustainability. The calculation of indicators will enable business executives to determine the degree of dependence of the enterprise on creditors and investors, as well as the level of its financial situation. The article generalizes the theoretical provisions on application of different approaches/methods of analysis/assessment of financial sustainability of organization. It is found that three basic approaches can be used to analyze financial sustainability: traditional, resource, and resource management. Methods involve the calculation of absolute indicators and coefficients. Absolute indicators allow you to determine the type of financial sustainability in terms of opportunities for financing stocks and assets of an enterprise through various sources. Depending on the availability of sources of funding, the following types of financial sustainability can be distinguished: absolute financial sustainability; normal financial sustainability; unstable financial position; crisis financial condition. Coefficients are a useful instrument for summarizing a huge amount of information and are convenient for making intra-company comparisons. The coefficients used in the analysis of financial sustainability are related to: capital structure, financial risk of loss of independence, and growth rate. The coefficient analysis of financial sustainability involves the calculation of a system of indicators, the main of which are the following: concentration coefficient of equity (indicates the financial independence of the enterprise from external creditors); debt concentration coefficient (indicates the dependence of the enterprise on loan capital); financial sustainability coefficient (shows the share of stable liabilities of the enterprise, that is, the share of equity, non-current assets and long-term liabilities in total assets); financial leverage coefficient (shows the dominant type of capital in the total capital of the enterprise). Indicators have normative values. Their calculation is identical both in domestic and in international theory and practice. The calculation of financial leverage involves the use of two conceptions: the European and the American. According to the European conception, financial leverage shows how many percent can increase the return on equity due to debt as a source of investment. According to the American conception, financial leverage is calculated as the coefficient between the growth rate of net profit and the growth rate of operating profit.

214-222

Authors: Kalyuzhna N. H., Khoma V. M.

The article’s purpose is the implementation of typification of corporate cultures of well-known international companies on the basis of the method of Organizational Culture Assessment Instrument (OSAI). It is substantiated that the processes of formation and development of the corporate culture of an international company should take place taking into account the factor of the country of origin and industry affiliation of the company, which will help determine rational ways of optimizing them. The OSAI method as a tool for assessing corporate cultures of companies, which allows identifying the type and state of company culture by building a framework structure of competing values, is considered. A characterization of types of culture according to the OSAI method, which include adhocratic, clan, hierarchical, and market culture, is provided. Based on the logical assumption about the need for an equivalent combination of characteristics of different types of culture (i.e. paying attention to all aspects – technologies, employees, leadership, structuring of activities), the type of corporate culture of leading international companies has been determined and the priorities of its development are substantiated, taking into account industry specifics. Using the OCAI online resource, the results of the analysis are visualized in the form of framework constructions of competing values of companies. The characterizations of activity of international companies are systematized and generalized in order to determine common features between companies with the same type of corporate culture. Attention is focused on the fact that the results of using the OSAI method can serve as the basis for developing recommendations for improving corporate culture, taking into account the specifics of activities, goals and regional space, including for Ukrainian companies seeking to explore international markets.

229-234

Authors: Panova I. O., Zernenkova D. S.

The restaurant business is one of the most competitive industries, where many businesses struggle for the attention and loyalty of customers. Over the past few years, competition in the restaurant industry has increased significantly, due to the growth in the number of restaurants and cafes, as well as because of changes in the taste preferences of customers. In this regard, increasing the competitiveness of a restaurant enterprise is becoming an increasingly important task for restaurant owners and managers. Increasing competitiveness can help attract new customers, increase turnover, profits, and customer loyalty, maintain a high reputation of the restaurant among customers and competitors. In addition, increasing competitiveness is an important condition for the stable development of the restaurant business in the face of growing competition. Successful restaurants are constantly looking for new ways to improve the quality of service, develop menus and innovative services, which gives them an advantage in the market and helps maintain their market position. So, the chosen topic is very relevant and important for restaurateurs, managers and restaurant owners who seek to preserve and strengthen their business. The subject of research in the article are methods for assessing the competitiveness of enterprises. The aim is to study methods for assessing the competitiveness of enterprises in the restaurant industry and identifying their practical value. The objective is to explore methods for assessing the competitiveness of restaurant industry enterprises. General scientific methods that are used: evaluation method and descriptive method to highlight the mechanisms of competitiveness of enterprises in the restaurant industry. The following results were obtained: the key factors influencing the competitiveness of restaurant enterprises are identified, in particular: the quality of food and drinks; pricing strategy; customer service; marketing strategy; reputation and innovativeness. The following conclusions are drawn: effective methods for assessing competitiveness can help restaurant enterprises identify their strengths and weaknesses, as well as make informed decisions towards improving their competitiveness. It is revealed that the key factors of competitiveness of restaurant enterprises are the creation of a unique and recognizable brand, ensuring high quality of products and services, effective use of marketing strategies, and ensuring customer satisfaction.

241-247

Authors: Duginets G. V., Novak O. V.

In the era of digital transformations, successful business activities require a rethinking of traditional marketing concepts in order to introduce more integrated approaches to promote their own goods and services. In the XXI century, a paradigm shift towards holistic marketing, which, among other things, recognizes the new scale and complexity of marketing and seeks to harmonize old approaches with innovative ones, is being established. The COVID-19 crisis that developed in 2020-2021 negatively affected the fashion industry, primarily because of a decrease in demand and, accordingly, in production volumes. Taking into consideration the matter that in Ukraine in the last decade the fashion and textile industries have become a socioeconomic stimulus for the economic development of the country, it is relevant to identify the features of the post-COVID development of the world fashion industry in order to further substantiate what can be used to restore the Ukrainian fashion industry in the post-war period. The aim of the study is to identify the spread of the concept of holistic marketing as one of the features of the development of the worldwide fashion industry in the post-COVID period. The study was carried out using the methods of theoretical generalization, comparative analysis, synthesis, induction and deduction, which made it possible to define the risk factors of the COVID-19 pandemic for business, as well as to substantiate the peculiarities of spreading the concept of holistic marketing in the global fashion industry in the post-COVID period. As result of the analysis of factual material, approaches to understanding holistic marketing in the worldwide fashion industry through identification of its components (internal and integrated marketing, relationship marketing, as well as socio-ethical marketing) have been generalized. It is proved that the practices of using holistic marketing, namely, its socio-ethical component, can be considered as a means of introducing a sustainable model of design and production of fashionable products in the post-COVID period. Thus, in the post-COVID period, the global fashion industry should try to better support educational programs for workers, socially responsible sewing workshops, give priority to local traditions and social entrepreneurship in each region where elements of the production chain are located. It is substantiated that in order to develop the Ukrainian fashion industry, it is necessary to introduce a systemic, organizational, and managerial models of holistic marketing that meets the challenges of the XXI century. Future research in this scientific area is planned to focus on the development of a holistic marketing approach system, based on the differentiated needs of domestic subjects of the fashion industry in the post-war period, taking into account significant differences compared to the post-COVID period of activity.

257-262

Authors: Mangushev D. V., Nesen M. A.

The article is concerned with studying the development of marketing consulting in Ukraine and in the world, as well as its impact on the efficiency of modern business after its actual introduction. The aim of the study is to analyze the results of conduct of marketing consulting in companies, identify problems and development prospects, as well as develop ways to achieve maximum effect during the conduct. The article describes how marketing consultants add value to the brand and marketing activities, as well as how their expert vision helps prevent possible mistakes to owners and save money in the future. The necessity of this tool for adding brand value and improving marketing activities is disclosed. The impor-tance of regular updating of tactics of interaction with consumers and regular analysis of the target au-dience by segments to cover the entire category is considered. The relevance of studying the theoretical aspects of marketing consulting and the importance of these consulting services as a separate tool for improving the work of organizations and divisions are substantiated. The importance of building a mar-keting foundation for accelerating the development of a company is characterized. The main problems that the marketing consulting service solves are indicated. The results are summarized and ways to im-prove the implementation of marketing consulting in the functioning of organizations through the use of these measures are proposed. The answer to questions about what marketing consulting is, how it can help the company and how to use it to achieve maximum results is provided. So, the article helps to un-derstand how marketing consulting can be useful for the development of modern business and im-provement of marketing strategy.