Business Inform

16-23

Authors: Dashkov S. I.

The article considers the prerequisites for ensuring the export orientedness of the country as a logical consequence of its economic stability on the basis of an analysis of macroeconomic indicators and their comparison with the indicators of developed countries of high-tech export specialization. The task of assessing the export orientation of a number of countries with developed economies and Ukraine has been solved using the gross domestic product per capita as one of the most common macroeconomic indicators of the state of the economy. A study of the relationship between GDP and the amount of exports during 2012–2022 was conducted for a number of developed countries whose economies are characterized by a lack of raw materials and human potential (Singapore, New Zealand, Belgium, Slovenia, Portugal). Analysis of trends and growth indices of selected indicators makes it possible to verify the high level of export orientedness of the economies of the selected countries. In order to assess the level of correlation between gross domestic product and the amount of exports, a correlation analysis was carried out. The results of the analysis showed the presence of a direct correlation between GDP and the amount of exports, which can be considered as evidence of the significant role of export activities in ensuring the economic growth. A verification of the direct relationship between the amount of GDP and the amount of exports makes it possible to assess the structure of the economies of countries by the structure of exports. The next step in the study is to assess the specialization of the country’s economy in foreign trade by analyzing the structure of exports in the context of types of economic activity, which will allow to determine which areas of export are inherent in countries with developed economies, and to assess the level of their specialization.

30-36

Authors: Savchenko M. V., Рorohnia V. A., Atamannenko Р. О.

The theoretical and methodological basis of the research is the works of domestic and foreign scientists. The results were obtained due to the application of the following system of methods: the method of logical analysis made it possible to develop the logic of the research; the method of generalization and synthesis – to form the conclusions of scientific research; methods of structural and economic-statistical analysis were used to determine the trends of direct foreign investments of the two superpowers; methods of expert assessments – to generalize the results of the survey on the attitude of citizens of African countries to foreign partners. The graphic method made it possible to visualize the obtained research results. The article is devoted to a detailed study of the mechanisms of China's integration into the African market and its impact on the Western world. The changes that took place in the international arena at the beginning of the 21st century, in particular, were embodied in the formation of the People's Republic of China (PRC) as a contender for global leadership and the acquisition of features of a central power State. Considering these circumstances, the People's Republic of China pursues a multi-vector foreign policy, in which the African continent occupies a prominent place. China, understanding not only the importance of Africa's resource potential, but also the tendency of the continent's political weight to grow in the international arena, seeks to establish close relations with a number of African countries. The article analyzes the economic mechanism of China's policy towards Africa. First of all, this is viewed through the prism of investments in the context of Beijing's foreign policy strategy. The authors of the article highlighted the challenges and prospects of economic cooperation between China and African countries. Among the main areas of China's cooperation with African countries, the authors specifically considered the investment activity of Chinese investors in terms of their promotion to the markets of the countries of the African continent and the improvement of the implementation of China's foreign policy interests in Africa. Each step is taken with consideration of the civilizational factors of the region and using the «soft power» mechanism.

43-53

Authors: Galutskykh N. А., Didorchuk I. L., Koshkarova Y. L., Shuba O. А., Takhtaulova A. V.

In recent decades, the world economy is characterized by a constant increase in external debt of almost all countries of the world (the only exceptions are those countries to which investors and creditors have no confidence), which exacerbates the problem of world debt and the interdependence of creditor countries and debtor countries. The article is aimed at analyzing the current state of foreign debt of the United States as a country that still has an impeccable credit history and high credit ratings, and at the same time in many publications is considered as a potential threat to the whole world in case of default. During the studied period (70 years), the U.S. external debt has been constantly growing, and the trend analysis conducted in the work indicates that this growth will continue in the medium term. The U.S. foreign debt in absolute terms is the largest in the world, having almost doubled over the past 10 years. At the same time, among the countries that have the highest ratio of total public debt to GDP, the United States ranks only fifth, because the USA have the largest GDP in the world. Among the main reasons for such a significant public debt, analysts point out the world’s largest military budget, significant tax cuts in recent years and significant costs to overcome the consequences of COVID-19. Due to the high level of GDP, high credit ratings and the status of a reserve currency in the U.S. dollar, the U.S. government securities are attractive to investors. Central banks of other countries, pension, insurance and investment funds still have a sufficient level of confidence in the United States and invest financial resources in debt securities of the U.S. government. The prospects for the U.S. foreign debt depend on the ability of the Federal Reserve System (FRS) to find solutions to domestic problems, among which the most acute are rising inflation and reducing household spending. A U.S. default is considered extremely unlikely, but in case of its announcement, it would have serious consequences for the global economy, creating uncertainty not only for the U.S. economy, but also for global financial stability. A default on the U.S. external obligations would result in a downgrade of the U.S. credit rating, which would cause significant volatility in the global stock market, a drop in stock indices and an increase in the cost of borrowing, which, in turn, would significantly reduce the ability of businesses and households to obtain loans. The fall of the U.S. dollar, which will result from the announced default, will cause commodity prices, including oil, to rise, leading to higher inflation globally. There will also be problems with supply chains in international trade.

65-72

Authors: Vakhovych I. M., Matrunchyk D. M., Nedopad H. V.

It is substantiated that the cascade-circular model of innovative transformation of regional economic complexes should be based on a combination of the cascade principle of attracting material resources in the reproduction process and the principle of maximizing closed cycles in product chains. It is determined that the cascade principle is a sequential transition from one phase of production to another, based on the priority of formation of value chains and features of extracting the resource value of primary and secondary raw materials; the principle of maximizing closed cycles in product chains is a principle that provides for the minimization of unit costs and losses of the material substance of raw materials on the basis of the integrated use of primary raw materials through the use of waste-free and low-waste technologies and the most complete utilization of secondary raw materials in order to maximize the value added in food chains. It is identified that the key point in the formation of the cascade-circular model of innovative transformation of regional economic complexes is the formation of the structure-establishing innovation core (a complex of types of production and economic activity with appropriate supporting subsystems), which will be differentiated in the context of economic regions of Ukraine, based on: the existing production and technical base of material production; the level of infrastructural arrangement; available and projected reserves of natural raw materials; scientific and scientific-technical potential; opportunities for establishing inter-regional cooperative relations; participation of the region in the national division of labor and in ensuring national security. It is substantiated that the cascade-circular model of innovative transformation of the economy of the regions of Ukraine should be aimed at more effective use of secondary material resources in the reproduction process and at increasing the assimilation potential as a basic prerequisite for the transition to the rails of low-carbon development.

78-85

Authors: Dub A. R.

The processes of decentralization have necessitated the spatial development of territorial communities for the most efficient use of their resources, ensuring comfortable conditions for the livelihood of the population and the functioning of business. However, russia’s full-scale military aggression against Ukraine has significantly exacerbated the problems of spatial development, increased social, economic, security, and ecological threats. The article is aimed at characterizing the risks of spatial development of territorial communities caused by the russia’s military aggression against Ukraine, and identifying ways to level them. The paper characterizes the factors of spatial development, based on their essence and impact on the socioeconomic development of the territory; a grouping of risks to the spatial development of communities, in particular those caused by the full-scale russia’s war on Ukraine, is carried out. The risks of spatial development of territorial communities in the context of each group are critically assessed – institutional, demographic, economic (business activity and employment), ecological, and security. Attention is focused on measures taken at both the State and regional levels to neutralize threats and risks that impede the spatial development of territorial communities (in particular, programs to promote the development of small and medium-sized enterprises, employment and socialization of internally displaced persons, security in social institutions, etc.). Measures to support the spatial development of territorial communities, which are provided by international donors (in particular, regarding the development of comprehensive plans for the spatial development of territorial communities), are characterized. It is recommended to strengthen the activities of local self-government bodies aimed at ensuring spatial development through the development of a clear architecture of interrelated strategic, planning and program documents, the intensification of measures to support small business in the community, the economic and social integration of IDPs in the community, and so on.

93-106

Authors: Analyzing the World Experience of Building Indices for Assessing the Development of Startups and the Supporting Infrastructure

The purpose of the study is to generalize the global experience of building indices for assessing the development of startups and the supporting infrastructure. It is determined that the world experience in building indices for assessing the development of startups and the supporting infrastructure is quite diverse. The article analyzes most famous indices, among which: Global Startup Ecosystem Index, Most startup friendly countries in the world, Global Startup Ecosystem Report, Startup Index of Nations, Cities, Startup Ranking. The structure of their construction, the peculiarities of collecting and processing information for computing, and the list of countries (cities, regions) under study are considered. The countries leading in the rankings and Ukraine’s place in them are identified. Based on the summarized information on the indicators used in the rankings that characterize the conditions for the development of startups, it is concluded that there is no single approach to defining such indicators. This leads to ambiguity in assessments of the preconditions for the emergence and promotion of startups. Thus, composite indicators allow to establish ratings of countries, but based on the heterogeneity of methodologies for compiling indices and the choice of indicators that form them, they provide contradictory results and make it impossible to analyze trends and growth points in the development of startup ecosystems, and differentiate the quality of startup development. This does not allow us to unambiguously identify strategic drivers of success for the development of startups in highly developed countries and countries that are catching up in their development. Identification of these drivers justifies the directions for further research in this area.

114-121

Authors: Bulakh O. V.

Artificial intelligence and machine learning have had a significant impact on e-commerce, allowing companies to analyze large amounts of data and make managerial decisions more efficiently. These technologies improve customer experience, sales, profitability, and business processes of companies in the industry. The aim of the article is to identify the key challenges for the e-commerce business in the part of artificial intelligence and machine learning with the formation of ways to overcome them. The article examines the key areas of influence of artificial intelligence and machine learning technologies on the state of e-commerce. It is noted that e-commerce has a significant weight in today’s global economy, as the global e-commerce market is projected to reach $6.4 trillion by 2024. The article also notes the existing gap between the developed models and their practical application in the industry due to their insufficient understanding by business, high costs and potential bias in the models. It is specified that the widespread use of algorithms can lead to undesirable consequences, i. e., it is extremely important to continue to develop models and create a framework for assessing their value and advantages in practical application. It is observed that ethical considerations are crucial when using artificial intelligence in e-commerce, as advertising personalization practices can violate privacy principles and manipulate customer behavior. An analysis of potential security measures that e-commerce companies can take in response to the risks of new technologies, such as data misuse or privacy breaches, is carried out. The key role of the expert function in the effective adaptation of new technologies in the industry is emphasized. The proposed study can be used in the work of e-commerce market analysts, specialized researchers, business associations, and other industry stakeholders. Prospects for further research involve studying the economic effect of the application of the researched technologies for companies in the field of e-commerce.

127-137

Authors: Plakhotnyuk V. V.

The aim of the article is to study the impact of digitalization on economic, sociocultural and political processes in society, as well as to search for alternative scenarios for the development of digital society. Digitalization today is an effective indicator of the development of society, which provides many people with ease in carrying out their daily activities. The usefulness of digitalization for society today is confirmed in almost all aspects of human life – from production and doing business to communication and mobility. However, in today's society there is no clear understanding of the further development of humanity in the context of rapid technological advances, and there is even more lack of an idea of what the role of a person in the digital world will be. Analyzing this issue, we have worked out a number of versions and views – from scientifically progressive to fantastic-utopian – in order to understand the optimal scenario for the development of digital society. Today, the world has entered the era of Industry 4.0, that is, the era that is based on new technologies. Technologies are increasingly becoming able to replace humans in every field of industry, education, science, and everyday life issues of society. The study showed that today there is no consensus in society about what the future world will look like under the influence of digitalization and the spread of artificial intelligence (AI). This raises the question of the role of man in the light of technological change. In order to find the optimal scenario for the development of humanity in the era of digitalization and the formation of AI, we analyzed the main views that prevail among scientists and in society in general, and singled out our own vision of the role of humans in the era of digitalization. The fundamentals of the theory of technological singularity and transhumanism are analyzed. It is found that the negative consequences of technological progress can be generalized as two major problems. The first is that humans will lose control over technology, because AI will begin to develop on its own so quickly that it will become incomprehensible to humans. The second is a change in global humanistic concepts, at the center of which are a person and the appropriate moral values.

149-156

Authors: Marchenko V. M., Hrechko A. V., Kavtysh O. P., Makaliuk I. V., Osetskiy V. L., Shutyuk V. V.

The purpose of the study is to quantify the level of divergence (similarity) of perceptions of potential consumers of educational services regarding the image of universities in order to strengthen their competitive position in the market of educational services. Within the terms of this purpose, the authors were given the following tasks: to assess the level of differences in the perception of the image of the university by consumers of educational services; to identify the sources of formation of their ideas about the quality of educational services. The article solves the problem of forming a positive image of universities in Ukraine in the context of determining its components, which, according to the results of a survey of students, had the most significant impact on the choice of a higher education institution (HEI), as well as determining the level of divergence of the criteria for its choice by consumers of educational services. An assessment of the image of higher educational institutions in the city of Kyiv is carried out according to the totality of external and internal local components, making it possible to identify the main priorities for choosing a future consumer of educational services. It is determined that the main components of the image when students make a decision to enter one or another from the studied higher education institution are: scientific cooperation with foreign higher education institutions; international partnerships; the scale of educational activities; infrastructure of the university. Based on the results of the study, matrices of perception of the image of universities have been developed and distances between them have been determined, which allow to identify the level of divergence of perceptions of consumers of educational services about the image of universities. Distinctive features of the obtained results are that they allow to determine how the perceptions of consumers of educational services change in the process of obtaining them in the studied universities, also to allocate those components of the image that should be given the greatest attention by HEIs in the process of forming a further strategy for attracting and retaining consumers of basic services. The sphere of practical use of the obtained results is the system of public administration bodies in the field of higher education, management bodies of higher education institutions.

171-178

Authors: Oliinyk T. I., Ibragimov A. A.

The article is devoted to the study of the influence of foreign economic factors on the economics of trade and commodity science. The study is aimed at analyzing the role of foreign trade in the formation of economic processes in the modern globalized world. The publication examines in detail the main aspects of the relationship between foreign economic factors and the development of trade and commodity science. The significance of foreign trade as a key mechanism for stimulating economic growth and development is disclosed. The role of international trade agreements, treaties and cooperation in ensuring the stability of economic processes in the country is highlighted. Particular attention is paid to the study of the influence of foreign economic factors on commodity science. The impact of imports, exports and international production chains on the quality of goods, their competitiveness and consumer value is considered. The influence of international standards and requirements on the quality and safety of goods is studied. In the context of the growing importance of ecological issues, the influence of foreign economic factors on the environmental aspect of trade and commodity science is also considered. The impact of international ecological standards and restrictions on the production and circulation of goods is studied. As a sum, the publication highlights the deep connection between foreign economic factors and the economics of trade and commodity science. The need to take these factors into account in economic decision-making and policy-making in the globalized economic environment is emphasized. The results of the study can be used in the development of strategies for foreign economic activity and improvement of commodity science processes.

185-192

Authors: Growth Strategies for Transport Enterprises of Ukraine in the Conditions of European Integration and War

The current situation requires transport companies to simultaneously take into account two factors when making decision in regard of development strategies: firstly, functioning in wartime conditions and receiving large losses due to destruction, secondly, the need for accelerated integration into the EU economic space. Resistance to aggression and the post-war restoration of the transport system of Ukraine require the development of new strategies for the functioning and development of transport enterprises. The presented study is aimed at substantiating priority strategic goals for transport companies, taking into account the European Strategy for sustainable and smart mobility and the state of the transport industry of Ukraine in wartime conditions. As a result of the statistical analysis of empirical data, the current economic state of the transport industry of Ukraine was characterized, its main trends and problems were highlighted, the key document of European transport policy – the Strategy of sustainable and smart mobility was analyzed, specific changes in the European transport system on the way to smart and sustainable development were systematized, and priority strategic goals for Ukrainian transport companies that should be taken into account when choosing a development strategy were substantiated. In particular, the author identifies eight strategic goals, among which are: strengthening the processes of digitalization and greening in the organization and management of transportation; ensuring the availability of transport; implementing social tasks; strengthening multimodal and integration approaches; developing smart technologies, etc. Prospects for further research in this direction are the development and testing of the methodology for selecting the optimal development strategy based on the established priority goals, the substantiation of the portfolio of development strategies for transport enterprises of Ukraine, taking into account the deepening of European integration and war.

199-204

Authors: Kryvoruchko M. Y.

The article is devoted to the study of the theoretical and methodological aspect of the influence of the institutional environment on the implementation of the professional judgment of an accountant in the context of dysfunction of socioeconomic development. In the process of preparing the article, the views of domestic scholars on the problems of professional judgment were analyzed. According to the results of the study, it is found that among domestic scholars there is no unified approach to defining the professional judgment of an accountant. Various aspects of understanding the essence of professional accounting judgment have been allocated, which is considered in the context of the development of accounting policy, the formation of intellectual capital, the theory of behaviorism, education in the field of accounting and institutionalism. The article focuses on the influence of the institutional environment on the implementation of accounting judgment in the context of dysfunction of socioeconomic development. Among the key factors of the institutional environment, aspects of ease of doing business based on the World Bank’s methodology are highlighted: starting your own business, location of production facilities, communal utilities, labor relations, international trade, taxation, dispute resolution, competition, insolvency. The basic categories of institutionalism are considered and the relationship between the dysfunction of the institutional and socioeconomic environment and managerial decision-making by stakeholders under conditions of uncertainty is substantiated. It is concluded that professional judgment plays an important role in the process of preparing financial statements and management reports based on an understanding of the institutional environment in which an economic entity operates. Prospects for further research are outlined – analysis of information reflected in the financial statements and the report on the management of enterprises of a particular industry or region, in order to study the peculiarities of the application of professional judgment in the practical activities of accounting specialists. This will allow to identify the factors of the institutional environment that are of the greatest interest to stakeholders and are appropriately reflected in the reporting of economic entities.

211-216

Authors: Andrushchenko V. L.

Taxation of the rich and wealth are among the hot topics of public interest. Using specific examples, the article highlights the latest initiative of a group of American multimillionaires to increase the level of tax rates for this super-rich category of taxpayers. Such an initiative can be considered a solidarity tax. Accordingly, the task was set to characterize the quantitative indicators of this initiative. The article is motivated by the striking fact that 400 American multi-billionaires possess a combined wealth worth 4.000 billion U. S. dollars! The role of the method of studying the problem was performed by the analysis of quantitative parameters and fiscal and administrative features of taxation of the rich. First of all, the results of the study consist in the interpretation of the multi-component concept of wealth as an object of taxation. The impossibility of a general income and property tax has been disclosed, such a tax exists only as an unrealized project. The fiscal and administrative reasons for the refusal of inheritance tax in 21 countries, including Austria, Canada, Sweden and Israel, are clarified. The arguments that property taxes harm the processes of creation of wealth and capital are presented, in connection with which in the United States the share of property taxes in the total amount of tax revenues has decreased from 42% to 14% compared to the beginning of the twentieth century. The most significant fiscal potential for strengthening taxation of the rich is found in taxes on income and profits. A quantitative and institutional analysis of existing wealth taxes in Norway and Switzerland is carried out. A serious fiscal-administrative problem with wealth taxes is the valuation of taxable assets. As for further research, wealth taxes have inexhaustible scientific and practical potential. The article substantiates the relevance of research on similar topics in Ukraine.

228-240

Authors: Krasnova I. V., Hromnytska I. Y.

The aim of the article is to study the features of the use of anti-crisis monetary instruments to support liquidity at the macro level and ensure financial stability in Ukraine in the context of the ongoing full-scale military invasion of the russian federation. The NBU is facing new challenges and tasks related to maintaining the functional capacity of banks, prudent actions aimed at supporting liquidity and financial stability of the banking system. It has already been proved that both a shortage and a surplus of liquidity can be the starting point of a shock explosion in the economy. A comparative-dynamic analysis of the main monetary indicators of the money sphere has been carried out, which has shown their dynamism, controllability, and relative stability. It is noted that in the context of the «unattainable triad», or the Mundell-Fleming trilemma, an independent monetary policy was introduced with respect to the currency, but under the influence of non-monetary factors influencing the monetary sphere, there is a twisting of the spiral of liquidity and the formation of its surplus. Transactions with government bonds and certificates of deposit, which, unlike government bonds, are not a socially useful transaction, do not always achieve the goals of ensuring financial stability and liquidity management under martial law. Monetary transmission in the government securities market does not have a positive effect due to the mandatory military spending of the government of Ukraine. For banks, these operations are a source of profitable liquidity. Due to the non-working transmission mechanism, the inconsistency of the actions of the government and the central bank, in particular, the dynamics of the interest rate does not have a stabilizing effect on the economy.

247-254

Authors: Pihul N. G., Zhuravka O. S., Riabushka L. B.

The aim of the article is to study the features of the organization of the system of banking regulation and supervision in Ukraine in the current economic conditions. The article analyzes the current state of development of the banking system in Ukraine. On the basis of the carried out assessment of the main banking indicators, the trends that have developed in recent years in the banking sector are noted. The role of banking regulation and supervision to ensure the development of the banking sector is defined, which is meant to ensure its stable functioning and development. On the basis of the carried out research, the legislatively defined essence of the concepts of «banking regulation» and «banking supervision» is provided and it is noted that these economic categories are not identical, but are complementary. The system of banking regulation and supervision is a set of interrelated elements aimed at ensuring the fulfillment of certain goals and objectives of the NBU, achieving priority benchmarks for the functioning of the domestic banking system and promoting the effective development of the banking sector, as well as creating perfect competitive conditions for the development of banks. The key elements of the system of banking regulation and supervision are generalized, namely: this system includes the following components: purpose, objectives, functions, principles, expected result. The main trends in the further development of banking regulation and supervision include: creation of effective monitoring and management systems; ensuring transparency in the functioning of banking institutions; increasing the level of reliability of the banking system; reliable protection of the interests of bank depositors and ensuring their confidence in the financial and credit system; increasing competition in the banking sector of the economy. Further research should concern the development of a methodological approach to assessing the compliance with the requirements of banking supervision in the banking sector.

263-274

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

The article examines successful practices and cases of financial provision for the reconstruction of critical infrastructure in countries of the world that once suffered from armed conflicts and active hostilities. The study of foreign experience shows the need to attract international funding mainly in the form of grants, focusing on the tasks of effective development of critical infrastructure using the mechanism of public-private partnership. At the same time, each country has its own specific features. It is determined that the main financial instruments used in the countries of the world for the restoration and modernization of critical infrastructure included the following: non-refundable financial assistance from the United States, loans, foreign direct investment, the State budget funds, funds of individuals and legal entities, grant funds, donor assistance from international financial organizations, financial assistance from non-governmental organizations, soft loans, reparations. Based on the generalization of international best practices, the prospects for the introduction of public-private partnership as a priority model and key principle of post-war reconstruction of critical infrastructure in Ukraine are determined. It is found that at present proper attention is not paid to the creation of institutional conditions for the development of critical infrastructure on the basis of public-private partnership in the context of the post-war reconstruction of the national economy. It is proposed to make amendments and additions to legislative and regulatory documents, as well as to develop a National Strategy for the Post-War Reconstruction of Critical Infrastructure in Ukraine and a Plan for its implementation, which will identify the relevant financial instruments and institutions. A structural diagram of the mechanism of financial provision for the post-war reconstruction of critical infrastructure in Ukraine is built, taking into account international practice.

281-288

Authors: Hrytsenko L. L., Kozhushko I. O., Chepurko V. O., Perepelitsyn H. B.

The article is devoted to the actual topic of ensuring the economic security of domestic enterprises in a dynamic and unpredictable environment. In order to determine a possible way for economic entities to predict and counteract the negative impact of risks, the concept of economic security of the economic entity and its main constituent elements were studied and the most important functions were also highlighted. The methodological principles of managing the economic security of the enterprise and risk management are compared, taking into account that the methodological principles of risk-oriented management in the process of ensuring the economic security of the enterprise have been developed. The developed conception includes, in particular, the coverage of all types of economic entity activity, balance, complexity and continuity. A process of the integration of risk-oriented management into the system of economic security of the enterprise and the main tasks in each of the stages are presented. It is determined that this process becomes effective only under the condition of continuous analysis of the system and monitoring of the main objects of the internal and external environment. In addition, the authors identified a number of limitations that arise in the process of integrating risk-oriented management into the economic security system of the enterprise. The main measures aimed at improving the efficiency of risk-oriented management are proposed. The theoretical value of the conducted research lies in the expansion of scientific views on risk-oriented management of the enterprise’s economic security system. The practical value lies in the formation of recommendations on the integration of risk-oriented management of economic security into the general hierarchical system of enterprise management in order to ensure the stability of functioning in the conditions of a dynamic external environment. We consider it appropriate to direct further research into the development of methodical approaches to assessing the efficiency of risk-oriented management of the enterprise’s economic security system.

295-300

Authors: Minkovska A. V., Molchanov A. S.

The aim of the article is to study the theoretical aspects of innovation management in order to improve the efficiency of an agricultural enterprise. The article emphasizes that innovative development is necessary for the efficient operation of enterprise, as it contributes to ensuring competitiveness, increasing efficiency, expanding market opportunities, as well as adapting to changes in the social and economic environment. It is noted that the relevance of innovation management lies in its ability to provide enterprises with competitiveness, adaptation to changes, development of talents, use of new technologies and achievement of sustainable development. A definition of the concept of «innovation management of an agrarian enterprise» has been proposed, which is an approach to management aimed at creating and implementing innovative solutions, processes and strategies in an agricultural enterprise in order to increase the efficiency and competitiveness of an enterprise in agriculture. It is determined that innovation management in the agricultural sector can contribute to improving the efficiency of enterprise with the help of the following main components: development and implementation of new technologies; innovative approaches to production; application of new production methods; innovations in the product portfolio; development of new products or improvement of the existing ones; management of innovative projects; fostering a culture of innovation. The introduction of innovation management allows the enterprise to maintain competitiveness, meet market requirements and efficiently use resources, which as a result contributes to increasing its efficiency.

309-315

Authors: Shumilo O. S., Ievtushenko G. V., Karetin D. O.

The article carries out a study of the theoretical foundations of marketing management of enterprise. The stages of development of marketing management have been studied, its three stages have been specified. A comparative analysis of the scientific definitions of the concept of «marketing management» is carried out, while it has been determined that there is no single understanding of the essence of the concept. Marketing management is understood as: a component of the overall management process at the enterprise; the process of analysis, planning, implementation and control; the process of identifying target markets in order to implement pricing policies, promote and distribute ideas, products, and services; the process of coordination and formation; planning process; social process; the process of achieving goals, managing all functions of the enterprise; a dynamic system with modern features and trends in development. The components of marketing management have been defined as follows: management, marketing, economics. It is noted that marketing management is manifested in the management of the enterprise’s activities, in demand and function. It is proved that the interconnection of management and marketing functions occurs in the process of functioning of enterprise through the implementation of marketing management functions. Methods of marketing management are classified into economic; organizational and administrative, social. The subject, object and main tasks of marketing management are defined. It is noted that marketing management is based on a certain group of principles: general (on which any management is based) and specific (belonging only to marketing management). It is also noted that the essence of marketing management is disclosed in its goals, which are divided into qualitative (formed in accordance with the company’s activities in order to satisfy the consumer) and quantitative (which are set to achieve the financial results of the enterprise, they are indicators of performance).