Business Inform

17-28

Authors: Kyzym M. O., Khaustova V. Y., Reshetnyak O. I.

The purpose of the article is to define the essence of the concept of «economic potential» and analyze the existing methodical approaches to its assessment, also to determine the features of the use of the economic potential of the world countries during the formation of their military power. The article considers the approaches of various authors to the definition of the concept of «economic potential». Using the comparison method, similar and distinctive features between the above interpretations are determined. The authors’ own interpretation of the concept of «economic potential» is proposed, which is considered as the available resources of the country, ensuring the achievement of the maximum possible volume of production of military products and products of the defense-industrial complex, which can be used to support and develop the armed forces of the country, to comprehensively ensure the training, prevention and participation in various types of military conflicts. The approaches to determining the structural components of economic potential and methodical approaches to its assessment are analyzed. The carried out analysis proved the lack of a clear methodical approach to assessing the economic potential, which can be used to develop the military power of the countries of the world. It is defined that the methodical approach to assessing the economic potential of the world countries, which is aimed at determining the country’s ability to resist and prevent possible wars or military conflicts, should take into account the resource-based, scientific and innovative readiness of the country. In addition, the main attention should be paid to the possibility of financial support for the country to resist and prevent possible wars or military conflicts, as well as to form the potential of the armed forces capable of withstanding a strong enemy in the conditions of war. It is substantiated that the economic potential of the country should form the following: production capabilities of enterprises producing final products for military purposes; basic branches of military production, supplying in the mode of cooperation components, raw materials, fuel; infrastructure engaged in maintenance of the defense industry (transport, finance, communications, management); export-import potential and the system of foreign economic relations for the supply of military products, in particular weapons, military equipment; conditions for the scientific activity of the country, which is associated with the production of innovative products for military purposes.

37-44

Authors: Deyneka T. А., Dyvnych О. D., , Chernova O. V., Zahrebelna I. L., Volkova N. V.

Today, the world is trying to maintain a global tendency in the development of a sustainable economy, responding to various threats, risks and challenges: the COVID-19 pandemic; political instability; wars; the formation of multipolarity of the world; spread of processes of technologization and digitalization, energy imbalances; demographic and environmental problems, etc. The purpose of the article is to study global tendencies in the development of the world economy, the influence of destabilizing factors, the selection of megatrends, which are caused by the formation of a post-industrial mode of production. It is specified that economic megatrends are formed as result of technological revolutions and changes in the mode of production. According to the content of these transformations, the current stage of society’s life represents the beginning of the development of post-industrial relations. This type of technical, economic and socioeconomic relations determines the long-term vectors of economic development, which are based on basic innovations – digital technologies, artificial intelligence, quantum computing, etc. It is stated that big trends, or megatrends, are manifestations of long-term vector changes. However, in the current periods of their objectification, megatrends are influenced by many factors – there is an adjustment of the current dynamics within the framework of the general determining trend of economic development. It is emphasized that the most significant in our time is the negative impact of the COVID-19 pandemic, which has led to the weakening of international economic ties and the rupture of supply chains. This was followed almost immediately by the russian military invasion of Ukraine, the consequences of which affect the social (including economic) life not only of European countries, but also of the world in general. The cumulative and repeatedly enhanced due to their simultaneity, the negative impact of these factors significantly adjusts the parameters of global economic trends – temporal, structural and others – at present. It is found that in 2022 there is a decrease in the global economic growth rate to 2.9% compared to the growth rate in 2021 by 5.7%, and, according to the forecast, during 2023-2024 there will be no compensation. In such a situation, inflation will remain high, which could lead to a sharp global recession along with financial crises in some market-based and emerging economies. It is determined that the dynamics of GDP of the pre-pandemic and pre-war period highlighted the outstripping growth rate of the economy in developing countries, compared with the dynamics of GDP of developed countries. The carried out studies have shown that a larger share of world GDP is created in developed countries, and by 2032 the contribution by groups of countries (developed / developing) will not become equal, although it will gravitate towards this parity. The prognosticated paces of global economic growth by region in 2023–2024 are examined. The significant negative impact on the world economy of russia’s invasion of Ukraine in general and in certain regions in particular is emphasized. It is concluded that the harshest consequences of the war would be for Europe and Central Asia. A slowdown in growth this year is forecast in all regions other than the Middle East and North Africa – that is, in those regions where countries can benefit from energy prices. For all regions with a market and a developing economy, the following risks occur: increased geopolitical tensions; rising inflation and food shortages; financial stress and increasing the cost of loans; new outbreaks of COVID-19, etc. It is noted that the need to reduce the negative impact of these risks led to the search by society for such directions of development that would become an impetus for economic growth and restore market activity. In the period of formation of the post-industrial technological mode of production, nano-, bio-, info-, cognitive technologies became decisive. The carried out research provides grounds to assert that the six economies named by the UN (exabyte, welfare, carbon-neutral, closed cycle, biogrowth, impressions) are megatrends, since such transformations are the result of the formation of a post-industrial mode of production – a special type of relations: technical and economic (productive forces) and socioeconomic (production relations).

50-57

Authors: Sarkisian L. G., Generalov O. V., Stepichieva O. V.

The purpose of the article is to determine the impact of digital trade on the transformation of the countries of the Middle East and Africa, and to define models of cooperation between them. The concepts of digital commerce, e-commerce and related issues have been researched and generalized. The concept of «digital trust» as a key asset for the development of digital trade and a list of stakeholders are considered. The study analyzes the prospects for economic growth in the Middle East and Africa in conditions of turbulence of the internal and external environment. Using data from international institutions, computations and analysis of the participation of countries of the region in international trade in services with digital delivery are carried out. Examples of companies based in the Middle East and Africa and involved in digital trading are provided. The article highlights approaches to regulation at the unilateral, bilateral and multilateral levels of digital trade processes and examines the peculiarities of trade policy in the region as a whole. It is noted that restrictive economic and trade policies towards international and local companies operating in the digital economy can significantly affect their competitiveness (for example, in the field of data exchange). The recommendations of international institutions on the regulation of digital policy are analyzed and systematized. It is proposed to identify priorities for stimulating digital trade in the countries of the region, including: improving the efficiency of data management and its accessibility for stakeholders; reforming the education system with prioritization of obtaining the knowledge and skills necessary for digital transformation. It is determined that the limiting factor is the current insufficient institutional capacity to regulate the digital economy at both the national and the regional levels. Further study and deeper research requires the issue of development of mechanisms for improving the efficiency of trade policy and accelerating digital transformation in the countries of the region

79-86

Authors: Protsenko V. M.

The article studies the current state of the pharmaceutical market of Ukraine in the context of ensuring the quality of medicinal products and preventing the spread of falsified medicinal products. It is found that according to the State Register of Medicinal Products of Ukraine, 13.664 drugs were registered in October 2020. It is further found that today in the structure of the assortment of medicines in the pharmaceutical market of Ukraine, foreign drugs make up more than 70%, and in certain classification groups they reach 90%. It is determined that the main importers of medicines to Ukraine are Germany, India, France, Italy, Slovenia and Hungary. It is specified that Ukraine practically does not have its own production of active pharmaceutical ingredients (APIs), about 80% of APIs is imported from China and India, therefore distributors are mainly responsible for the quality of APIs. It is found that in the period from 2000 to 2020, the State Drug Inspectorate annually detected and removed from circulation circa 4–117 series and 3–63 names of falsified medicinal products. It is determined that the counterfeiting and underground production of falsified medicinal products in 2017–2020 on the territory of Ukraine were detected both by the State Medical Service and law enforcement agencies. It is further determined that in 2017 the State Medical Service issued 18 orders prohibiting the circulation of falsified medicinal products, in 2018 – 11 respective prohibiting orders, in 2019 – 21, and in 2020 – 4 respective prohibiting orders. It is specified that over the past 10 years there has been a steady trend towards an increase in the number of falsified medicinal products in the pharmaceutical market of Ukraine. The main factors stimulating the circulation of falsified medicinal products have been established: the unstable economic situation in Ukraine; a developed system of online sales of medicines; the shortage of medicines creates the possibility of distribution of falsified medicines; high drug prices when compared with the average paying capacity of the population, as well as a large difference in market prices, which stimulates the sale of a cheaper counterfeit drug.

93-98

Authors: Tkalich D. K., Iakovenko V. S.

The purpose of the article is to study the features of the mechanism for managing innovative processes of the enterprise. Applying the analysis of scientific literature, the concepts of «innovation process» and «management of innovation processes» are examined. The elements of the innovation management mechanism in the enterprise are determined, the problems related to the issues mentioned in the article are researched. It is demonstrated how the functional elements of the innovation management mechanism interact with each other. To effectively manage innovation, the following elements can be used: information management; management of proprietary resources; staff management; management of financial resources; investment management; quality management; intellectual property management; risk management; marketing management. The basic principles of effective management of innovative processes are defined and the main functions of their management are studied. Since the main role in the innovation process is assigned to its participants, it is determined which types of participants are involved in the management of innovative processes. Proposals have been made to improve the mechanism for managing innovative processes of enterprise. The success of introduction of innovation is largely determined by the speed of the logical chain of operations. It is achieved by coordinating the actions of interrelated units during the transition from one operation to another. Thus, effective management of innovative processes is closely connected with the combination in the process of enterprise activity of all elements of the system «science – technology – production – consumption», which should allow creating a distributed sales and service system to stimulate research and inventions based on the introduction of a new type of relation, which are reverse relationships in the innovation process. The results of the work were used at the studied enterprise.

105-112

Authors: Voskanian Z. A.

The purpose of writing the article is to study the main provisions and prerequisites for the formation of digital technologies for the logistics systems, the evolution of digitalization processes. The evolution of digital technologies development – from the third industrial revolution (1969) and up to the present day is considered. The development of digital technologies has also influenced the evolution of logistics and supply chain conceptions. The history of the establishing of logistics as a science, the formation of supply chains and the acquisition by the logistics system of the status of «necessary» at the enterprise began in the 1950s and continues to this day. The evolution of logistics and supply chain conceptions is considered. Over time, under the influence of transformation processes, definitions of such concepts as «logistics system», «digital technology», «digital transformation» and many others are formed, implemented and improved, some of these are discussed in the presented article. Based on the analysis of existing formulations, a definition of the essence of the concept of «digital technology for a logistics system» is proposed as such that was not previously considered by scholars. Digital technologies for the logistics systems are information digital technologies, namely: software, robots, devices that perform automated functions of collecting, storing, processing and transmitting information, the introduction of which into the logistics system for managing orders, vehicles, stocks, warehouse resources optimizes the entire process of monitoring activities, helps to reduce fuel and maintenance costs, meet customer needs, increase profits and make business more efficient. The emergence and development of digital technologies for logistics systems is closely connected with the digitalization of all globalization processes. Technological innovation and customer needs for innovative technologies and services are increasingly changing the industry. This transformation significantly affects the direction in which enterprises will move in accordance with new challenges. IT standards are being introduced into industrial automation, devices are becoming more miniature and more functional. Today, the transformation processes of the logistics system are taking on newer forms, so further research on their implementation and development appears very important and relevant.

120-126

Authors: Chobitok I. O.

The purpose of the article is to form a scientific and theoretical approach to the strategic management of industrial enterprises in the context of digital transformation in the current turbulent conditions of economic management. The article defines that in the turbulent conditions of the present day, digital technologies are one of the main drivers of growth and technological development of the world economy, economies of countries, and industrial enterprises. The introduction of digital technologies contributes to increasing the competitiveness of various sectors of the economy, creating new business opportunities in terms of connecting to digital global value chains, the emergence of new markets and segments, as well as the accelerated introduction of new digital goods into society. The search, selection, development and adaptation of methods for shaping the strategy of an industrial enterprise in the context of digital transformation is very relevant and in demand, and digital strategy tools are the most important intangible asset of an industrial enterprise. As a result of the study, it is proved that digital transformation contributes to the development of new business models, allows to join forces to create innovation, invest, search for employees, partners, resources and markets. Digital technologies can play a key role in training employees, sharing knowledge, implementing innovative ideas, as well as in the development of socioeconomic spheres of society. An important role in the process of strategic management of industrial enterprises in the context of digital transformation is played by: politics, legal norms, traditions and culture, the achieved level of economic development, the level of education, its own technological power and many other factors.

133-139

Authors: Babichev A. V., Miroshnychenko T. M., Pysarevskyi M. I.

The article considers the influence of the digital economy on the development of the contemporary labor market, as this problem is currently most important and relevant. This study analyzes the positive and negative effects of the COVID-19 pandemic on the current labor market, as well as the changes it has led to. Today, the global trend of the digital world economy is entering an active phase of its development. "Industry 4.0" and new advancements in leading digital technologies at the state and corporate level have started to develop massively, both in business strategies and in government programs, especially in the leading countries of the world. The COVID-19 pandemic has had a great impact on the process of digital transformation of the society. It has really become a catalyst for the digitalization of the economy. Such trends as increasing sales through digital channels, growing Internet usage, the use of digital technologies to track the spread of infectious diseases and provide medical care, transfer of employees to remote work, and increasing demand for online education are now clearly visible. An important role in overcoming the crisis is played by public private partnerships and investments in digital technologies adaptation. To accelerate digital transformation of the national economy and make it more competitive, we can identify a number of promising directions and measures to be taken. Firstly, it is necessary to increase the amount of funding required to introduce new digital technologies in the real sector of the economy. Secondly, companies should transfer to digital business models. Moreover, the legal foundations for the digital economy and regulatory practice require improvement. Finally, it is necessary to develop special programs aimed to improve digital financial literacy. The pandemic has shown the importance and relevance of digital technologies regarding the organization of work practices in various fields, including leisure, preventing the spread of the virus, and conducting business. Rebuilding the global economy after COVID-19 will require significant costs.

145-153

Authors: Grygorenko T. M.

The article is aimed at studying the development of franchising in Ukraine in the prewar period, as well as its realities, features and prospects for development under martial law. It is noted that after the declaration of martial law on the territory of Ukraine and the beginning of the active phase of military actions, most of the business was actually paralyzed due to various factors and the impossibility of carrying out economic activities by enterprises located in the territory of hostilities. Instead, franchising is an up-to-date economic model for organizing and carrying out entrepreneurial activities that will allow businesses to survive and develop in this difficult time for the country. The accomplished analysis of the dynamics of franchising in Ukraine for 2017–2020 showed that franchising has been slowly but steadily developing in recent years, which justifies the annual increase in the number of franchisers and franchised facilities, an increase in the number of domestic and foreign brands in the franchise market. Precisely the increase in the share of Ukrainian franchises has been determined, since the franchise business model itself better takes into account local realities. The franchising created in Ukraine is more adapted to local market requirements; Ukrainian franchises are competitive, have a comprehensive business development program and strong support after the launch of a franchise project; the domestic franchising is directed towards further cooperation on a long-term basis. Based on a study by the financial portal Fibi, a rating of the best franchises in Ukraine in 2022 in trade, services and catering is compiled. It is also noted that during the wartime in Ukraine, some countries significantly simplified the rules for starting a business by Ukrainians, which facilitates the creation of a market for Ukrainian franchises abroad and the spread of national brands. It is defined that in order to support the Ukrainian economy during martial law, the government has introduced comprehensive changes to legislation and State-supported programs, which will help the development of entrepreneurship and the spread of franchising

164-172

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

The production of and trade with synthetic liquid fuels (SLF) is an integral part of the global market. The issues of energy security and energy independence have especially acutely raised before the countries of the world in the light of today’s conditions. They are especially important for Ukraine, which has suffered enormous damage as a result of full-scale military aggression of the russian federation. Positive experience in the development of SLF production in the countries of the world and global trends prove the relevance of further study of this problem in order to identify opportunities and ways to meet domestic needs for liquid fuels on this basis. The purpose of the presented research is to determine the features and prospects for the development of the global SLF market. The article analyzes the raw materials-based and regional features of the development of the SLF market, as well as the main technologies of its production and the main manufacturers. It is determined that the development of world production of SLF today takes place in two different (alternative) directions, which are determined not only by the use of different resource bases, but also by production goals, i. e.: the production of SLF based on the use of GTL technologies in order to expand the commodity (including the export) nomenclature of hydrocarbons produced in the country; production of SLF based on the use of СTL technologies to cover the shortage of liquid hydrocarbons in the country. It is proved that the growth factors of the SLF market, including: the unstable situation in the crude oil market; political uncertainty in the world and dependence on oil supplier countries, which does not ensure the energy security of consumer countries; the environmental friendliness of the SLF and the desire of governments to achieve the zero emissions target by 2050, etc., suggest an even stronger growth in the synthetic fuel market than predicted, since the issues of energy security and energy independence in the context of the military aggression of the russian federation against Ukraine have come to the fore in many countries of the world, which will intensify the acquisition of other sources of fuel production in particular

178-183

Authors: Goloborodko A. Y., Tregub A. M.

In the context of globalization and digitalization, the sphere of telecommunications is one of the most promising, since telecommunications enterprises supply the population with information and telecommunication services along with access to the Internet. The telecommunications sector became especially important during the COVID-19 pandemic, when the communication system was built on the principles of digital technologies. Crisis conditions of functioning contribute to the transformation of the entire system of economic activity. First of all, it concerns the energy-dependent spheres of the economy. Therefore, the main strategic direction of development is the formation of an adaptive diversified integrative system of information and telecommunication services. The carried out study substantiates the problems and prospects for the development of the telecommunications sector in a crisis. The authors develop a system of indicators of a comprehensive rating assessment, which covers development indicators in six main areas, namely: the efficiency of internal business processes; optimization of flow management of service chains; sustainability and safety of technology and innovation; level of national integration; level of digital strategic partnership; customer loyalty. The results of the carried out rating assessment according to the proposed system of indicators indicate the integrative orientation of the development of the telecommunications sector, as well as the readiness for an adaptive transformation policy into the global network of the information and telecommunication system on the basis of the formation of diversification organizational and economic mechanisms of activity and innovative technologies.

189-196

Authors: Ushakova N. G., Shevchenko K. H.

The purpose of the article is to study modern migration challenges for Ukraine and the problems of re-immigration of Ukrainians in the post-war period. The processes of globalization and integration of the world economy have their share in the growth of the dynamism of the international labor movement. International labor migration helps to overcome cultural, ethnic and traditional borders, but simultaneously creates risks regarding the development of the economies of recipient countries. In the history of migration processes in Ukraine in the twentieth century and up to the present one may allocate six stages of external labor migration. The current period includes two waves of forced migration: as a result of obtaining a visa-free regime with the EU and the russian invasion of Ukraine (2014 and 2022), as well as a wave of decline in the number of migrant workers due to pandemic restrictions during 2020–2021. The problem of labor migration existed in Ukraine even before the start of a full-scale russian intervention, because of the unregulated and imperfect legislation, low wages, and the lack of a policy of re-immigration of Ukrainian workers. The growth of external labor migration of Ukrainians can lead to an outflow of labor force, which is especially risky in the context of a demographic crisis. A higher level of wages in European countries creates a risk of Ukrainians losing their desire to work in Ukraine. This is true of both the recipients of remittances on our territory and those who have decided to change their country of residence forever, which may become an obstacle to the post-war recovery of the national economy. Therefore, already now, even in the conditions of wartime, the government should begin to implement measures for the re-immigration of Ukrainian labor. The implementation of the experience of other countries in similar situations in full is impractical due to the outdated approaches, other location, behavior of the authorities, reputation of forced migrants, etc. Thus, Ukraine should develop its own re-immigration policy with the involvement of European countries, international organizations and its own migrants

202-213

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

The purpose of the article is to analyze individual measures for the thermal modernization of buildings and determine the sequence of the implementation of such measures, allowing to obtain results in the shortest possible time with the maximum possible result. The actual state of the housing stock of Ukrainian settlements in the pre-war period did not meet the EU requirements for energy efficiency. After massive damage to residential buildings as result of russian aggression, their restoration becomes an urgent task. The article proposes to restore the settlements of Ukraine that suffered from the armed russian aggression by performing repair work with simultaneous thermal modernization of residential buildings. The content of the concepts of «traditional and deep thermal modernization of residential buildings» is examined and it is proposed to focus on traditional modernization, which involves a set of works on replacing windows and doors with energy-efficient ones, insulation of enclosing building structures (facades, basement, roof and basement floors), thermal modernization of engineering heating systems and hot heat supply (thermal insulation of intra-house pipelines, installation of individual heat points, balancing of heating systems, installation of apartment thermostats), as well as installation of individual ventilation devices with the possibility of heat recovery. On a conditional example, two options for performing works on mass thermal modernization in conditions of scarcity of investment resources are considered: the first is the implementation of works on thermal modernization of individual houses «turnkey»; the second is the implementation in all houses of only those measures that have the shortest payback periods and the implementation of which provides the best energy savings. A computing with use of a conditional example showed that the second option allows saving energy resources by 35% more than in the first option. According to the results of the study, the following sequence of thermal modernization works is proposed: priority measures (replacement of windows and doors), modernization of engineering heating systems, installation of individual ventilation systems, insulation of enclosing structures.

221-228

Authors: Kalyniuk V. Y.

The article examines topical issues of formation of economic security of enterprises in the current economic context, which is characterized by a dynamically changing environment and an increase in the number and quality of threats. The implementation of stable activities requires strengthening of measures to ensure the economic security of enterprises in the strategic and tactical horizons to increase the competitiveness. A critical analysis of the exitant approaches to the definition of «economic security» using the system approach is carried out and the following types of approaches are identified: process (or activity); static (security as a state); integral (combining static and activity approaches); system (security as a system). It is proved that, depending on the stage of economic development, available productive forces and production relations, a certain sufficient level of economic security of enterprises, along with its sustainability and competitiveness in selected markets, is formed. Implementing a balanced effective management makes it possible to monitor the impact of negative factors on the enterprise’s activities, to develop preventive measures to eliminate and obviate their impact on economic security, and to ensure manageability of achieving the goals. The carried out study generalizes the characteristics of «economic security of enterprise». Its formation should be divided into short- and long-term perspectives, since economic security is an important component to fully provide the activities of an enterprise and optimize the use of available resources, and is the basis for ensuring future-oriented economic stability

237-242

Authors: Petyk L. O., Klepanchuk O. Y., Koren D. O.

In countries with unstable economies and changing political systems, as well as adverse climatic conditions, the likelihood of bankruptcy is higher. Economic and political instability is now observed in Ukraine, where, due to hostilities, part of the business was forced to emigrate to safer places of doing business, and other part stopped operating. The increased pace of inflation, the unstable exchange rate of the national currency, the decline in business activity, the outflow of labor and investments from the country, including those related to scientific and technical developments, had a negative impact on the business climate in Ukraine. At the macroeconomic level, bankruptcy can be considered as a process of cleaning the economy from inefficient enterprises that undermine bona fide relationships with other business entities, and, as a result, maintaining the potential and attractiveness of the market. Bankruptcy as an economic phenomenon gives rise to a number of problems, including: reduced demand for producers’ products; decrease in production volumes; growth of debt to suppliers, the State budget, banks and other counterparties; delays in the payment of wages to employees; unpredictable change in the economic environment in general. That is why financial stability and sustainability of enterprises requires increased attention on the part of management. Diagnosis of bankruptcy of an enterprise allows timely identifying its insolvency, unprofitability, financial dependence and low business activity using a number of indicators given in classical models developed by economists and other specialists. However, due to the large number of developed models, there is a need to determine the most optimal for domestic enterprises. Both foreign and domestic scholars have developed methods and models to effectively assess the risks of bankruptcy. In this publication, the models of Springate, Altman and Tereshchenko are used on the example of the enterprise of «LCF SVITOCH LLC» and it is determined that it is financially sustainable, but the indicators of 2020 in all models are worse than the same indicators in 2018. Nowadays there are many methods (with their advantages and disadvantages) to assess the probability of bankruptcy. For their effective application in practice, it is important to choose the most optimal one, taking into account regional peculiarities.

250-257

Authors: Kononov O. I.

The purpose of the article is a theoretical substantiation of the process of forming the complex value of an enterprise based on digital marketing in the current conditions of economic management. According to the results of the carried out study, it was found that it is necessary to generalize the approaches to defining the essence of the value category that exist in various international standards, compare them with the interpretation of value in accordance with domestic standards, and on this basis lay the foundations for determining the complex value of the enterprise, which takes into account generally accepted concepts and reflects the domestic features of the formation of enterprise value based on digital marketing under market development conditions. In this article, it is proposed to define the complex value of the enterprise as an estimated value equal to the amount of money formed taking into account marketing factors, the value of the enterprise by tangible assets and the potential of the intellectual marketing capital of the enterprise. The conception of forming the complex value of an enterprise based on digital marketing involves the selection of key value factors. After all, digital marketing is not an alternative to «traditional», but new opportunities that allow to achieve impressive results. And the combination of factors and their gauges, transformed into a marketing function, is called the intellectual marketing capital of the enterprise. It is proposed to include the following ones to the marketing factors for the formation of the complex value of the enterprise: brand and trust in it; reputation as a result of the application of digital marketing; marketing information system that uses the capabilities of Big Data; marketing strategy based on the use of digital marketing tools; customer loyalty based on trusting relationships. Thus, the study considers the conception of forming the complex value of an enterprise based on digital marketing and provides a scheme for its formation, which involves the selection of key value factors