Business Inform

17-22

Authors: Rakhman M. S., Nesen M. A.

The research is aimed at analyzing the modern economy and directions of foreign economic activity in the Netherlands using the economic-statistical methods; defining the development challenges and prospects; elaborating a Netherlandian-Ukrainian cooperation project, as well as finding ways to improve foreign investment. The article provides characterizations of gross domestic product, external debt, foreign trade turnover, exports and imports structure, as well as the level of real GDP per capita. Both the structural and the dynamic analyses of Netherlandian exports and imports for the period 2014-2019 are carried out. Separately analyzed are the index of seasonality of exports and imports for the period 2018-2019 per quarters, as well as a the «seasonal wave» of the Netherlandian exports and imports over the same period per months. The relevance of the research on the theoretical aspects of the statistical analysis of the economy and foreign economic activity of the Netherlands is substantiated. It is proved that the analysis of the comparison of data on the structure volumes and the structural shifts of the country’s export-import operations holds an important place in this direction. The obtained results of the research can be used as in the field of education and economics, so in the research industry specifically. The main problems of the current economic situation in the Netherlands both on the world and national market are identified. The results are summed up and ways to improve the functioning of the Netherlands’ foreign economic activities by taking these measures proposed.

30-40

Authors: Orlov P. A.

The world financial crisis began in the USA in 2007 due to the social irresponsibility of banks and other actors of financial market. In 2008, it outgrew in a world economic crisis. For many countries, including some EU countries, the crisis also proceeds in 2020, sharply enhancing the instability of the external management systems of companies and the competition. With December 2019 the pandemic of COVID-19 has begun, that substantially strengthened the negative consequences of the global economic crisis in countries. The article is aimed at a further development of the author’s own conception regarding the social responsibility of enterprises of all types of activity and all forms of ownership in the modern circumstances. It is expressed in providing of comfort, safe terms of labor and decent payment of the staff, development of social infrastructure, in prevention of avoiding the tax payment, in providing the proper security to environment, and also in the use of the socially responsible marketing (SRM). The author’s own approaches to the estimation of competitiveness of the socially irresponsible enterprises are provided. The competitiveness of products both in the short-term and in the long-term period can be erroneous, achieved due to social irresponsibility of enterprise and its marketing. For a bright illustration one can refer to the scandal around the German automotive company «Volkswagen», known as «Dieselgate». Also the criteria of efficiency of the economic system of Ukraine and other countries are substantiated. The author believes that the UNO has estimated the potential socio-economic consequences of not only pandemic of COVID-19 but also the world economic crisis that proceeds for most countries. These consequences in a great deal coincide and it is not possible to divide them.

49-55

Authors: Tymkiv A. О.

The article analyzes the impact of the new conditions, namely, the «touchless economy», on the national economy, defining the main vectors of its development. The article is aimed at defining the possible vectors of development of Ukrainian economy in the conditions of the «touchless economy». The objectives of the article are: evaluation of the problems in Ukraine’s economic development, which manifested themselves during the deployment of the COVID pandemic; analysis of the international experience in forming growth strategies in the context of an economic recession; determination of the specific vectors in the strategic development of Ukraine’s economy in the conditions of «limited contact». In accordance with the objectives set, the innovative development of Ukraine was analyzed by assessing the dynamics of the number of employees involved in the implementation of scientific research and development; the proportion of the scientific research and development costs in GDP, as well as the share of industrial enterprises that innovated, in the total number of industrial enterprises. The impact of the enterprises’ innovation activities on the country’s economy in the context of the COVID-19 pandemic deployment is determined using the Basic Industries Production Index and the Economic Sentiment Indicator. As to the international experience, the experience of a rapid recovery from a crisis based on the phenomenon of «economic miracle» is analyzed. First of all, the experience of Germany after the Second World War as a rather effective model of rapid reform and economic development is taken into account. Singapore’s experience of an «economic miracle» based on concentration upon the country’s economic benefits is also evaluated. The emphasis is also put on China’s experience as a moderator of a new culture of employment, which is extremely relevant in the current economy of Ukraine. As result of the research, the main vectors of development of Ukraine’s economy in the conditions of «touchless economy» are defined as follows: instant transition of the economy from the strategy of exporting raw materials to the strategy of the exporter of product; public-private partnership in implementing the development projects; concentrating upon priority sectors of the economy; introducing high technology into priority sectors of the economy and stimulating demand for products from domestic IT companies; formation of a new culture of employment with the popularization the idea of a «Ukrainian economic miracle» at the the State programs level.

62-69

Authors: Brych V. Y., Bytsyura L. O.

The article is aimed at organizing the database of sources concerned with studying the composition of energy efficiency management models of communal enterprises, analyzing their implementation in Ukraine. The scientific base on the issues of evolution, directions and energy efficiency problems in the management of the development of heating enterprises in Ukraine is analyzed. It is defined that a list of the main models for the development of heating enterprises in Ukraine can include the following: 1) vertical hierarchical traditional model of management of the development of heating enterprises in Ukraine, based on the provisions of the planning and program approach; 2) innovative model for managing the development of heating enterprises in Ukraine, which provides for two areas related to the efficient consumption of thermal energy and efficient energy supply. On the basis of an analysis, it is determined that the researched subjects of this sector used during 2015–2019 an innovative model that is associated with the efficient thermal energy consumption and energy supply. It is proved that the level of energy efficiency from the implementation of this model into the operating conditions of these enterprises depends on their potential, approaches to management by structural areas, and so on.

77-86

Authors: Petrovska S. A., Kubyshkin D. O.

The housing market is a key component of any economy and the economic activity in general. With use of a sound socio-economic policy, it can be used as an engine of economic growth. Funding the housing market is an investment project per se. In the context of this issue, a study on the efficiency of investment in the housing market by public authorities, on the one hand, and private enterprises on the other, as well as the impact of such activities of each of the subjects on the market and society as a whole, is relevant. The research is aimed at analyzing the legal norms and methods of regulating UK housing relations from the 2nd half of the 19th century to the end of the 20th century through public and private investment, determining the efficiency of these investment subjects and their impact on the housing market. The basic legal rules for regulating UK housing relations from the 2nd half of the 19th century to the end of the 20th century are analyzed. It is determined that the expansion of government intervention and, subsequently, the direct exercise of the State’s investor functions in the housing market was related to the need to ensure public health and assist the poorest. The methods of government intervention (setting norms, standards, taxation, price and interest rate regulation, etc.) and their impact on the status of the housing market are highlighted. Data on the number of residential units created by sources of funding are presented and analyzed. Attention is drawn to the social problems that have become the catalyst for interventionist policies. The main problems and shortcomings of public housing investment are disclosed, in particular: construction of an inefficient bureaucratic system, its tendency towards self-expansion; institutional failure to acknowledge flops; lack of dialogue between local governments and municipal housing buyers, unlike the private sector, which has the ability to respond to the circumstances of objective reality, acknowledge shortcomings and eliminate them.

93-100

Authors: Kopylyuk O. I., Tymchyshyn J. V., Muzychka O. М.

The article is aimed at improving the theoretical and methodical approaches to evaluating the level of demographic security of regions. On the basis of a review of existing scientific developments, the authors’ own approach to formulating the essence of the concept of «demographic security of region» is proposed, which is defined as a state of protection against threats and dangers, with ensuring the formation and maintenance of positive dynamics of both quantitative and qualitative parameters in the reproductive processes of the population of territory, their optimal balance, stability toward depopulation, and sustainable development. The authors have developed a methodical instrumentarium to evaluate the level of demographic security of regions, which is based on the most significant indicators, characterizing the presence, processes of reproduction, population movement, as well as allowing to identify major threats, dangers and fully estimate the status of the demographic situation of territory. On the basis of the points evaluation method and calculation of an integrated indicator, regions have been grouped by the critically low, low, medium, high and highest levels of demographic security. The region-leaders include the city of Kyiv - with the highest and Volyn, Chernivitsi, Rivne, Ivano-Frankivsk, Lviv, Odesa, Zakarpattya regions - with a high level of demographic security. Chernihiv, Cherkasy, Sumy, Kirovohrad, Zaporizhzhya, Poltava regions are defined as outsider regions with the low level of security. The main threats to the demographic security of most regions of Ukraine remain high mortality rates, reduction of natural and migration population growth, exacerbation of depopulation processes. Prospects for further research in this direction are to substantiate the mutual relationship of demographic security with other components of the regional public system based on the use of the instrumentarium of cluster, factor analysis and economic and the economic-mathematical modeling tools.

109-115

Authors: Bubenko P. T., Dymchenko O. V.

The article is concerned with the research of scientific issues related to the acceleration of innovative development of the spatial economy, determining the degree of influence of innovations on the nature of the territorial organization of economic activity, providing a theoretical substantiation for the formation of innovation growth zones of individual territories (regions). The main objective is to define the features and contradictions of the current status of the system of territorial organization of innovation activity and to accelerate on this basis the pace of socio-economic development of a certain territory. The systematized literary sources on the topic of the research show that modern economic scientific thought does not pay enough attention to the study of the nature and influence of the innovation component, in its broad understanding, on the pace and quality of both the system of territorial organization and the dynamics of innovation development. This explains the undeniable relevance of the topic. The problem of the spread of innovation diffusion is researched in terms of the representation and positioning of an individual territory (region) as a subject of economic relations, as a multi-functional and multi-faceted economic system, and not as a place of only concentration of means of production and labor. Further development, symbiosis of the theory of regionalism, in particular the spatial organization of production, with the theory and practice of innovative entrepreneurship is the substantiation of the feasibility of creating and spreading the territorial poles of innovative growth. It is proved that an efficient innovation policy in a certain economic field of activity should be based on the functional properties of the forms of spatial organization of production, on the one hand, and the deployment of productive forces on the other. The idea of the nature and character of the existing forms of modern territorial organization of innovation activity is studied and further developed, which is a kind of network structure, which is a projection of production networks into a certain territory, or the so-called «networks tied to a place». The economic strength of such a territory is set not by the volume of material production, but by the mobilization resource of the entire network, its overall impact on the global market. Also the theory of clustering as one of the modern forms of innovation activity in a certain territory has acquired further development.

122-128

Authors: Andriushchenko I. S., Zhyliakova O. V.

The article is aimed at substantiating the technology and developing practical recommendations for assessing and forecasting the costly characteristic of operating activities of restaurant enterprises. The concept and essence of the analytical technology as a part of the cost management system are considered, the technology of the process of assessing and forecasting the costly characteristic of operating activities of restaurant enterprises is structured in the form of an appropriate functional model. As a result of the study of the main indicators of the selective aggregate of restaurant enterprises, an economic-mathematical model is developed, which can be used to: assess the performance of restaurant enterprises; calculate the impact of factors on reducing the operating costs; count the reserves of its decline and forecasting. The resulting model allows to explore the relationships with varying degrees of detail, to substantiate proposals in order to eliminate negative tendencies, and achieve the expected parameters of development. The carried out testing of the proposed model at the Kharkiv enterprises justified its importance for application in the decision-making on cost management of restaurant enterprises.

135-144

Authors: Baigushev V. V.

The article is aimed at developing and researching a conceptual methodical approach to defining the critical parameters of economic activities of business systems to manage the flexible associations of corporate structures (ACS). It is shown that in the conditions of modern economic activity, which is exposed to the factors of market uncertainty, the definition of critical, or marginal, indicators of the parameters of the business systems of the ACS is of particular importance. This is necessary, as any kind of resources of the business systems of the ACS are always limited. At the same time, the efficient use of all available limited resources determines the size of the area of their spectacular use, or the area of flexible management of a corporate association. Based on the analysis of published works, it is identified that the problem of complex accounting of the interaction of costs of all types of economic activities to be accounted for in the business planning of industrial production by the ACS, is not solved to determine the critical parameters. The analysis of the limitations of the margin analysis method for flexible management of the ACS in the face of uncertainty of the market environment does not solve this problem. A conceptual model of the ACS activity is proposed, which is used in this research to form and manage the critical values of parameters expressed through the balance sheet sections and the Lebesgue measure. It is proved that the theoretical value of the developed approach to determining the critical parameters of the business systems of the ACS on the basis of the Lebesgue measure consists in a comprehensively taking into account the interaction of costs of all types of economic activities to be accounted for in business planning of industrial production. The calculation data and graphs are presented, which allow to practically determine the critical indicators of the parameters of the business systems of the ACS and to flexibly manage the parameters of the current consolidated balance sheet to prevent the critical status of the business system of the ACS.

152-159

Authors: Rakhman M. S., Leonenko K. R.

The publication is aimed at studying the tendencies of foreign economic activity of the Ukrainian agricultural market, developing a project to improve its operation on the basis of statistical analysis using a calculated forecast. The object of the study is the foreign economic activity of the agricultural market of Ukraine, the subject of the study is the status and features of the functioning of foreign economic activity of the agricultural market. The role of agriculture in foreign economic activity is analyzed and the basic theoretical principles of operation of the agrarian market of Ukraine are explained. The main indicators of activity are defined in the structure and dynamics, among them: proportion of major articles in the export-import segment; total volumes of external activities; balance of foreign economic operations, whereby the main tendencies in the market status of contemporaneity are allocated. The main sale markets for Ukrainian agricultural products and the dynamics of their diversification for 2015-2019 are researched. The forecast values of Ukraine’s agricultural activity for 2020 and 2021 are calculated, taking into account the improvement and deterioration of the main factors of influence. The main problems of the foreign economic activity of the Ukrainian agrarian market, hindering the economic development and growth, are identified. The main areas of reforms both at the legislative level and in general are proposed in order to improve the functioning, economic growth, strengthen Ukraine’s position in the world agricultural market and increase the volume of foreign currency in the country.

167-173

Authors: Livinskyi A. I.

The article is aimed at analyzing the requirements for the production of organic crop products in accordance both with European and Ukrainian legislation on organic production, as well as defining trends of the organic market and comparing the results in the context of the development of the conception of ecological marketing. It is proved that environmentally friendly production has positive growth dynamics all over the world and, in particular, in Ukraine and the European Union. It can be stated that Ukraine is developing quite rapidly in this direction, and the domestic producers of organic products can be competitive in the markets of European countries, taking into account the natural and resource potential and the positive dynamics of financial-economic indicators. There are both theoretical and practical evidences that due to the development of the conception of ecological marketing, domestic agrarian enterprises can not only produce environmentally friendly organic products, but also be competitive in the markets of the European Union in terms of the European integration vector of development, the current positive dynamics of this direction and the natural-resource potential of the country. Taking into account the carried out analysis, laws on organic production of agricultural products of both Ukrainian and European legislation and the dynamics of the world development of the agrarian market, it is concluded that today organic movement is a promising and relevant direction in the economic activity of both the European Union and Ukraine. The growth of the number of agrarian operators that meet the requirements for organic production of agricultural products, and the increase in the area of organic land in Ukraine, the European Union and the world indicates a rapid growth of organic production.

181-189

Authors: Dotsenko V. F., Kosova T. D., Yaroshevska O. V.

The article is aimed at identifying the differential features of the hotel and restaurant enterprises, which should be taken into account when organizing and choosing corporate management instruments, as well as substantiating its conceptual foundations upon this basis. The article defines tendencies in the status of the corporate environment in the hotel and restaurant industry during 2010-2018: loss of corporate potential, especially in parts of large and medium-sized companies; small enterprises are more competitive than micro-enterprises; isolated cases of doing big business; large concentration of enterprises in the restaurant industry compared to the hotel industry; more developed segment of medium-sized enterprises in the hotel industry. The principles of corporate management, which should be introduced in the hotel and restaurant industry, are summarized, based on the synthesis of such approaches: stakeholder, value-and-cost-oriented, standardization, financialization. The conceptual foundations of corporate management in the hotel and restaurant industry are justified as follows: use of a system of balanced indicators; development own corporate management codes based on international standards; formation and disclosure of the integrated reporting as part of financial statements and social responsibility reports. It is shown that ensuring transparency of corporate management will help to strengthen the competitiveness of enterprises in the market of hotel and restaurant services, increase their investment attractiveness.

196-204

Authors: Trushkina N. V.

The article presents the results of expert surveys conducted by international organizations to determine the current problems, features and trends of client-orientedness of logistics service in the context of an information environment. A statistical analysis of the indicators describing the level of use of information and communication technologies in the management of relations with consumers in Ukrainian enterprises is carried out. The major barriers to digital transformation of logistics services are identified, which are conditionally classified into 6 groups: market, transport, marketing, informational, organizational, and financial-economic. The expediency of applying a client-oriented approach to logistics service in the information economy is substantiated. A digital strategy for the transformation of client service is proposed, the implementation of which will provide obtaining of a synergistic effect, combining the economic, social and ecological. Prospects for further research include the development of an organizational-economic mechanism for managing relationships with consumers in the context of the marketing strategy of enterprises in the information economy.

212-218

Authors: Nesterenko I. V., Kovalevska N. S., Sokolova E. B.

The article is aimed at substantiating the organizational and methodical provisions, elaborating practical recommendations to improve the accounting policy of the hospitality industry enterprises. An optimization model of the accounting policy of hotel enterprises is proposed, allowing to identify the accounting-analytical resources of management in terms of the allocated reporting economic segments and on their basis to form reporting by the hotel segments. Developing the theory of costs classification, it is determined that the grouping of costs be appropriate to carry out by the most significant hotel segments, which meets the tasks of costs management, based on the characteristics of the hotel activity, creates conditions for economic substantiation of the goals of the structural units. Expediency of the maximum integration of the hotel’s accounting policy in accordance with international standards and national regulations that define the specifics of its formation is proved. In order to improve the costs management process of the hotel industry enterprises by segment, a sub-accounts system to the account 23 «Production» is recommended, wherein the second-order sub-accounts match the basic, supportive and additional level of services, and the third-order accounts match the enterprise’s production services. The proposed accounting policy model allows for rationalizing the process of formation of information resources at different levels of the hotel enterprise management and developing methodical principles for reflecting hotel services in accounting in accordance with the requirements of both international and national financial reporting standards.

227-234

Authors: Nazarova K. O., Moyseyenko O. M.

The COVID crisis – as a manifestation of the global financial, social and political crisis – is a serious challenge for the world in general and Ukraine in particular, but at the same time it has become a key impetus for accelerating the trend of digitalization and digital transformation. The article is aimed at studying the key directions of the digitalization of accounting procedures under the influence of the COVID crisis and to clarifying the problematic issues arising in the introduction of digital technologies for the purposes of accounting at Ukrainian enterprises. The concept of digitalization is defined, its comparison with digitization is made on the example of documenting operations for accounting purposes. The main directions of the digitalization of accounting procedures are allocated – the expansion of the use of electronic document flow, the use of cloud technologies, remote work. The advantages of using digital technologies in the conditions of quarantine throughout Ukraine are defined. It is substantiated that the efficiency of implementation of the main directions depends on: further improvement of the procedures of electronic document flow both at the level of individual enterprises, countries, and at the interstate level; improving the level of information security for the use of cloud storage of data, calculations, data sharing, and data use in a convenient way; correcting the imbalance between the levels of technology development and the competencies of accountants. Prospects for further research in this direction are to identify opportunities to expand the use of digital technologies for accounting purposes and to develop the conception of the digitalization of accounting procedures.

245-251

Authors: Pasichnik I. V., Nazarenko R. D.

The article is aimed at identifying features in the implementation of monetary policy in the face of increasing crisis phenomena in the world economy caused by the pandemic. The activities and changes introduced by the central banks of the European Union, the USA, the United Kingdom to regulate the financial sector are analyzed. The activities of the National Bank of Ukraine for the beginning of 2020 to support the economy are researched, the main measures of support and forecasts of monetary policy for the current and next year are determined. The main instrument of monetary policy of the NBU is the discount rate (refinancing rate). By changing its value, the NBU affects the value of money resources – reduces to provide access or increases to restrict access to funds. At the beginning of 2020, the NBU reduced the interest rate to 8% – in order to help the business survive the time of quarantine. The main measures of central banks to support the banking system, financial stability and stimulate business activity are defined. Such measures may include the following: providing additional liquidity to banks through the monetary policy instruments; imposing restrictions on the operations and activities of commercial banks, etc. Refinancing rates by the G7 central banks have been co-ordinated and are currently around 0,25%. The priority paths of developments and the actions by central banks to restore the world economy are provided. Central banks soften monetary policy and provide liquidity to the economy in order to maintain the credit activity of banking institutions and provide the economy with the necessary resources. Thanks to these efforts, foreign countries, as well as Ukraine, will be able to restore economic growth and reach the pre-projected economic indicators.

259-266

Authors: Bench L. Y., Koliada T. A., Bai A. O.

The article is aimed at disclosing the peculiarities of functioning of the domestic government borrowing market in Ukraine; defining the main tendencies in its development and developing proposals to improve the system of domestic government borrowing. The essence and features of domestic government borrowing in Ukraine is disclosed; an assessment of the functioning of the domestic government borrowing system is presented; the main tendencies in the development of domestic government borrowing are identified using the analysis of: the dynamics of payments on domestic government debt, the volume of placement of domestic government borrowing bonds (DGBB) in the primary market and the limit level of bond yields during 2013–2019. The efficiency of functioning oif the domestic government borrowing market in Ukraine is researched by means of an analysis of the timing of the DGBB borrowing, the volumes of placement of the short-term DGBB, the nominal and real profitability of the short-term DGBB for the period of 2013–2019. The main problems of the domestic government borrowing market in Ukraine are specified. Proposals to improve the further functioning of the domestic government borrowing market are substantiated. Prospect for further research in this direction is to justify the need in the development of the financial policy of the State to set focus on the differentiation of financial market instruments and strengthening their use as a source of investment resources of the State.

275-281

Authors: Kotenko O. О., Domashenko M. D., Burnakova V. Y., Chernysh D. D.

The article is concerned with substantiating the feasibility of managing financial resources based on the approach of «financial sustainability – international business – energy saving», formalizing the main advantages and disadvantages of such a management system. This approach involves creating an environment in which enterprises will have the potential for quality development and growth not only during a favorable financial and economic climate, but also during financial and economic crises. It is proposed to form a specialized fund, which provides for the release of means and their further investment into energy-efficient and resource-saving technologies. The sequence of the formation of a specialized fund is presented as follows: step 1 is the release of financial resources by implementing the components of «international business» and the first projects of the «energy saving» component; step 2 – by saving financial resources (if the payback period of the implemented technologies has already passed); step 3 – use of the resources accumulated in the fund to implement further energy-saving projects and/or the formation of reserve funds; step 4 is a crisis period when, having formed financial reserves, the enterprise gets the opportunity to use free funds to preserve financial stability and the potential for further development. The article specially focuses on explaining the role of energy-efficient and resource-saving technologies in this management conception, as well as identifying the problems associated with the introduction of such technologies. Financing for the projects related to the introduction of energy-efficient equipment allows to receive a positive economic effect by reducing the average daily consumption of electricity, natural gas, other energy carriers.

291-297

Authors: Shumilo O. S., Rudas D. S., Sukulsky V. M.

The article is aimed at classifying the principles and researching the existing methods for assessing the competitiveness of enterprise, manifestations of their advantages and disadvantages. It is indicated that the enterprise’s competitiveness is a comprehensive comparative characteristic and is expressed through its level. An algorithm for assessing the enterprise’s competitiveness is presented, including the following steps: determining the goal of assessing the competitiveness of an enterprise, which is to assess its level over a certain period of time; selecting the competitors’ businesses to conduct an assessment; formation of an information database, selecting groups of estimates and indicators of competitiveness; calculating the indicators of competitiveness of the enterprise (single, group, general, integral indicator of competitiveness); summing up the calculations and providing conclusions about the level of competitiveness. The principles, assessment rules are substantiated and their classification is proposed. The principles of competitiveness assessment are classified as mandatory and special. The mandatory principles of competitiveness assessment include: purposefulness, complexity, systemacity, continuity, objectivity. Special principles of competitiveness assessment are the following: dynamism, comparability, adaptability, operation efficiency, information support. There are a significant number of theoretical approaches in the scientific literature to assess the competitiveness of enterprise, in which different methods of evaluation are proposed. A classification of methods by the form of presentation of assess,emt results is provided, among which are: graphic, matrix, analytical, expert, combined and complex. Their advantages and disadvantages are researched. The results of the research substantiate the feasibility of a comprehensive approach to assessing competitiveness.

304-312

Authors: Petrova I. L., Albdrane Mohamed

The article deals with the peculiarities of human resources management system in small enterprises in Ukraine, identifies its distinctive features, which reflect in organizational culture and provide unique opportunities of productivity growth in an organization, and on the other hand impede its development. Human resources management system is considered as a complex and multifaceted process, covering the set of organizational practices and activities aimed at efficient and effective utilization of the most valuable resource of an organization – people and at the same time as a dynamic system which should be constantly improved. The specificity of human resource management in small businesses in Ukraine was analyzed and compared with European experience. The authors’ attention was paid to fore key characteristics of human resources management system in small business as staff professional development, using outsourcing and leasing of staff, motivation system as well as improvement of corporate culture. These characteristics show both controversial problems of small enterprises growth and opportunities of their further development. Besides, weakness of Ukrainian small business is evident in limited HR-practices, informal procedures and relations, lack of social protection, uncertainty and unpredictability of doing business, insufficient level of corporate culture. Relying on the results of research suggestions on improvement of human resources management system in small enterprises were made.

319-328

Authors: Stoliaruk K. S., Kharenko M. O.

The article is concerned with a study of the process of search for and recruit the organization’s staff, taking into account two key directions: analysis of channels of search and recruitment of staff; evaluation of the efficiency of the technologies used in searching for and recruiting staff. The mentioned analysis was carried out on the example of a company that specializes in wholesale trade (distribution) of food and non-food product groups. The study identified a number of problems: high fluctuation of personnel; lack of well-established search process standards; significant percentage of temporary deviations in the search and recruitment process; high relevance of the estimates of search channels by the department professionals in the context of presence of shortcomings; the resulting estimates of search channels by professionals differ from actual estimates; sub-optimal choice of staff search technologies; negative and non-progressive dynamics in some indicators of the efficiency of the search process; lack of close human resources department cooperation with educational institutions in the search for young prospective professionals; problems in optimizing search channels in the selection process. The identified problems were diagnosed with the help of the authors’ own instrumentarium of sociological survey of professionals in the search for and recruitment of the staff of the researched enterprise, as well as analysis of performance indicators. The pros and cons of various technologies for finding and recruiting candidates are identified and ranked; the frequency of use of these technologies in the researched enterprise is determined; the time expenditures at different stages of implementation of core technologies are analyzed; a comparative characterization of the time spent on implementing both internal and external ways of finding and recruiting staff is made; the most effective channels for finding candidates are defined. A list of indicators for assessing the search and recruitment process is been formulated and the indicators that have negative dynamics are identified.

334-340

Authors: Babenko K. Y.

The article is aimed at developing a semantic model of the system of strategic management for the economic development of territories. It is substantiated that the efficiency of semantic identification depends on the correctness in building up the system of relations between concepts. It is identified that the key advantage of semantic modeling methods is the ability to use language computational tools to describe the system under study, as opposed to the means of classical mathematics. It is noted that the process of building up a semantic model involves the implementation of successive stages: detailed analysis of the conceptual-categorical apparatus (identification of the problem); removal and structuring of theoretical knowledge; formalization and implementation of the knowledge base. It is defined that the strategic management of the economic development of territories represents: from the point of view of the implementation aspect - activities with purposeful changes in the conditions of reproduction of economic life support processes in the region in accordance with its mission and established goals; from the target point of view, it is the activities on development and implementation of the mission, the most important objectives and the application of development instruments to improve the structure of the region in line with changes in the external environment. It is identified that the feature of the proposed semantic model is the ability to graphically interpret the elements of the system together with their relationships. It is proved that the theoretical basis of the control subsystem in the proposed model is an aggregate of principles, functions, methods and management instruments that contribute to the managerial impact on the managed subsystem. It is substantiated that the subject of strategic management of the economic development of territories is the managing subsystem, which includes the State-based ministries, departments, institutions, regional and district administrations, local self-government authorities, including the combined territorial communities, regional development agencies, interested parties. It is defined that the identification of strategic priorities of territorial economic entities facilitates the ensuring of a balanced development of the country’s territories, reducing both their asymmetry and their interregional differentiation.

351-357

Authors: Chaika I. P.

The article is aimed at developing approaches to evaluate the efficiency of national higher education institutions from the position of stakeholders. On the basis of analysis, systematization and generalization of modern requirements for the conduct of educational programs of higher education institutions, as well as the results of auditing the efficiency of the use of budget funds appropriated to the Ministry of Health for personnel training purposes, and trends in the national sphere of inbound medical tourism, criteria and indicators of the effectiveness of the marketing mechanism of cooperation between higher education institutions and stakeholders are proposed. A list of criteria and indicators of evaluation of the effectiveness of the marketing mechanism of cooperation between higher education institutions and stakeholders as the basis for the formation of the partner network is elaborated. They are the minimum obligations of the partners necessary for the operation of the affiliate network, can be reviewed and supplemented in accordance with the specifics of the activities of the higher education institution and its stakeholders. The proposed criteria indicate what needs to be done, and performance indicators are an appropriate instrument for this work to achieve the goal set by the participants in the affiliate network. The performance indicators presented here are not intended to definitively determine the results of operation of the affiliate network for its participants and society in general. They are the first stage of such evaluation and the basis for the higher education institution to develop its own sets of indicators, taking into account the specifics of the activity and available resources. A set of indicators and methods of their calculations can be updated where necessary, supplemented with new values, checked for relevance and practicality, their applicability in the activities of a particular higher education institution. Prospect for further research in this direction is the development of a mechanism of cooperation between higher education institutions and stakeholders, as well as the functions of managing this direction of activity in the universities.

366-371

Authors: Mital O. H.

The article aimed at researching the benefits of eye-tracking technology in terms of the market research, product promotion and pricing strategy. The important potentials of using eye tracking technology in the practical marketing activities such as branding, segmentation, product development, pricing solutions, placement strategies, advertising solutions and social marketing are examined. The term «eye tracking» as it is used in neuromarketing means assessing the direction of the user’s gaze. The main area of its commercial application was the study of the perception of the composition of newspaper strips and magazines, design and packaging of products. With the spread of the Internet and the entry of companies into the network space, eye tracking has received a new round of development associated with the study of the perception of websites. Tracking the direction of the consumer’s gaze in the market research can give an idea of the consumers’ habits, even if those consumers do not know that they are being watched. The research using eye tracking technology can help developing new products, improving consumer segmentation, and choosing a good pricing policy. It is displayed that there is a wide range of possibilities of using eye tracking methods in both neuromarketing and market research. A conclusion is drawn that neuromarketing and its eye tracking technology are becoming increasingly popular both in academia and in the business world.

378-384

Authors: Chemorda P. O.

This article researches the use of digital marketing communications in today’s environment. The distinctive characteristics of digital marketing in comparison with traditional marketing are substantiated, taking into account the specifics of the workout of its instruments. The main instruments and channels of digital marketing communications are considered; their estimation is presented in the context of development towards interactivity and feedback. The possibility of effectively attracting digital marketing communications at small and medium-sized enterprises in the context of their relatively smaller resources is analyzed. The role of key factors that create inequality between small, medium-sized and large enterprises in digital marketing communications, i.e., environment, financial and technological resources, is explored. It is identified that small and medium-sized enterprises, taking into account the restrictions described above, have significant potential for the development of digital marketing communications. Based on the research, a new perspective on the current status and trends in the development of digital marketing channels is presented. The existing barriers to the introduction of digital marketing communications in small and medium-sized enterprises, as well as the problems of their competition in this sphere with large enterprises, are analyzed and characterized. Given the shortcomings identified in the current strategies for using digital marketing communications in small and medium-sized enterprises, there is a need to further explore the specifics of this line of marketing. Due to the dynamism of development of digital marketing in general and its channels in particular, this vector of research will become even more relevant in the future and will have a significant value in the perspective.