bluuebunny/crossref_metadata_2025 huggingface dataset:
SCALES AND ORGANIZATIONAL MEASUREMENT OF SOUTH KOREAN CORPORATIONS ACTIVITY IN THE CONDITIONS OF THEIR DIGITAL TRANSFORMATION
Authors:   Кyiv National Economic University named after Vadym Hetman, Petko Stanislav
Published: April 2022

An article examines the activities of the largest South Korean corporations, the impact of the information and communications technologies on the corporate development and their competitive leadership in the global paradigm of the global scientific and technological progress. Author has been conducted a historical digression into the process of the country’s economic model formation, focused attention on the government’s support in the field of the patenting in the technological sectors of South Korean economy. The comparative analysis of the largest South Korean high-tech corporations has been conducted by the most important financial indicators: net profit, market capitalization, assets and sales. It’s proved that due to the influence of the information and communication technologies on the traditional business, the significant transformations have been completed in the industry and production sectors. It is noted, that the companies, which have digital service as a main product in their production, increases importance and strengthen of their positions in the modern digital society. Maintaining the global competitive leadership positions and been flexible business structures on the internal and external markets, chaebols became the most influential players in South Korean National economy. Due to the influence of the Industry 4.0 and using in the mass production the information and communications technologies in Korean industry, allowed country to became an innovation leader of the technologies and maintain the competitive leaderships on the global markets. The constant intensification of competition on the global markets increase the pressure on the all actors and directly enforce them to develop innovative projects and diversify their business activity using the information and communications technologies. With the acceleration of the scientific and technological progress due to protecting and financially stimulating inventors on the Government level during the last 40 years, the local Korean companies had been able to renovate technologies and to retain intellectual capital in the country.
METHODICAL APPROACH TO ASSESSING THE INFLUENCE OF CORPORATE CONTROL PERSONS ON THE ACTIVITIES OF JOINT STOCK COMPANIES
Authors:   Donetsk National Technical University, Yahelska Kateryna , Krasko Vitalii ,   Donetsk National Technical University
Published: April 2022

The article raises the issue of effective interaction of corporate control entities and the establishment of partnerships in modern business conditions. The study aims to determine the effective dominant owner and the degree of its influence on the activities of the enterprise in order to establish a balance in the interaction between groups of stakeholders. The first stage of the work was to determine the theoretical and methodical foundations of the study, in which the content of corporate control of the enterprise was considered and the dominant owners were identified, namely: insiders, financial outsiders, non-financial outsiders, and the state. The economic factors influencing the activity of joint-stock companies and corporations controlled by certain groups of dominant owners are outlined. The specifics of the impact of transaction costs, owner motivation, profit management and dividend policy as key factors influencing the functioning of enterprises are analyzed. A methodical approach to assessing the impact of corporate control entities on the financial and economic activities of joint stock companies based on the method of analysis of hierarchies is worked out. As an initial task, the goals of the owners of a controlling stake as part of a holistic mechanism of internal relations of the enterprise are formulated. The most important factors of the external environment that have the greatest impact on the activities of the joint-stock company are identified and the scheme of internal and external relations of the joint-stock company controlled by the dominant owners is built and described. A multi-layered valuation model has been developed with a description of the ranking process and pairwise comparison of the factors of internal and external environments in the hierarchy that influence the determination of the effective owner of a controlling stake in a joint-stock company. The procedure for calculating the global criterion for determining the most effective subject of corporate control based on the Saaty’s method is shown. Recommendations for the practical application of the proposed approach by experts are provided.
MARKETING OF LOCAL COMMUNITIES AS A TOOL FOR THEIR DEVELOPMENT
Authors:   Lviv National Agrarian University, Lyndyuk Andriy
Published: April 2022

The article discusses the peculiarities of local self-government in Ukraine as a result of the decentralization reform. New powers and capabilities of territorial communities have been defined; in particular, the emphasis is placed on financial capacity and managerial autonomy for decision-making, on the formation of competitiveness of a particular village, town or city. “Soft” and “tough” factors of social and economic development of territorial communities were formulated. Separately, the factors that hinder the development of territories are detailed, among which a significant place is taken by the insufficient level of qualification of hromadas’ leadership and, as a result, not realizing the importance of using modern tools in management activities. Based on the study of European experience, the essence and justified the importance of marketing territories in the local governance system has been clarified. It was also concluded that for the stable development of territorial communities, it is important to maintain a high level of their competitiveness, which is ensured through the use of specific marketing activities and mechanisms that explore the marketing of territories. The peculiarities and specific tasks of marketing management in territorial communities of Ukraine are investigated due to the fact that they are usually formed by amalgamation of many settlements. It is determined that the marketing management of hromadas is aimed at meeting the needs and desires, as well as improving the material conditions of residents of all settlements that are part of the territorial community is a strategic marketing goal of local self-government. The main purpose of marketing of the territorial community is detailed taking into account modern domestic realities, which involves influencing the opinions, moods and behavior of stakeholders by forming the right set of means and tools. Taking into account the research conducted and having studied positive examples in Ukraine, proposals have been developed for representatives of local self-government bodies on the use of marketing of territories for effective management of territories for the future.
TERRITORY BRANDING AS MODERN COMMUNICATION TECHNOLOGY OF PUBLIC ADMINISTRATION
Authors:   West Ukrainian National University, Zastavniuk Liubov , Kotys Nataliya ,   West Ukrainian National University, Chykalo Inna ,   West Ukrainian National University
Published: April 2022

In the conditions of globalization, characterized by increased competition between countries, regions, cities and villages for the main resources that are the basis for sustainable development of territories, an effective tool for non-price competition is branding. It is thanks to its use that the brand of the territory becomes a resource for its development. The actualization of the territory branding issues in Ukraine is conditioned by the processes of decentralization and the constantly growing level of competition. Today, the competition between the territories is mainly about creating the most attractive living conditions and doing business. Therefore, the timely use of the philosophy and basic tools of territory branding will contribute in their positioning and promotion, which will provide competitive advantages. The purpose of the article is to systematize approaches to branding areas and to develop recommendations for the use of branding tools as a communication technology for territory administration. The article focuses on the growing role and importance of branding of territories in the system of public administration. The necessity and peculiarities of territory branding are substantiated. The definition of the brand of territories taking into account its features from the point of view of public administration is offered. Factors, methods and principles of territories brand formation are analyzed. The main types of branding communications in public administration are given. The mechanism of forming communications between the territory and various target audiences is investigated. The expediency of using modern communication technologies to ensure the promotion and competitiveness of territories is proved. The main communicative problems of branding policy are determined and the directions of improvement of communications in the process of territories branding are substantiated. Recommendations for the choice of communication channels and building an effective system of communication with stakeholders of the territories are given. A structural and logical model of territory branding has been developed.
TECHNOLOGICAL MANAGEMENT AND ENERGY EFFICIENCY OF AGRICULTURAL PRODUCTION
Authors:   Ukrainian Research Institute of Agricultural Productivity, Ivanenko Viktor , Ivanenko Fedir ,   Kyiv National Economic University named after Vadym Hetman
Published: April 2022

The article is devoted to topical issues of energy efficiency of agricultural production. Factors for improving the efficiency of natural resources for energy and other production needs are analyzed and systematized. The actual aspects of the organization of the innovation process in the field of energy are investigated. The issues of efficiency of application of geothermal and other types of energy in agricultural production, indicators of energy consumption in the conditions of basic and alternative production technologies, storage of agricultural products were studied. Reserves for increasing production efficiency depending on the use of alternative energy sources are outlined. The dynamics of the cost structure during the introduction of alternative energy production is studied. We studied the pricing of thermal energy for production needs at the beginning of the heating season 2021–2022. It is established that when using natural gas and electric boilers as energy sources, household consumers will receive the most expensive thermal energy. When using the technology “geothermal heat pump”, each kilowatt of electricity consumed to service the heating system, actually provides up to 4.5 kW of heat energy. The use of GTP for household needs allows you to get the cheapest thermal energy. Technological management and reform strategy in the energy sector of the economy should focus on the development of a state program for the production of equipment for heliotrope energy and the introduction into production of technologies that convert solar radiation into other energy sources, establish production of equipment for geothermal thermal energy. to envisage the introduction of technologies for the use of low-temperature energy sources in heat and the development of efficient projects in the energy saving system, the production of equipment for solar systems and the production of geothermal heat for industrial and domestic needs. Ukraine has a developed production base, there are scientists and practitioners who are able to offer scientific developments in technologies aimed at mass production of solar panels, solar collectors and heat pumps.
DEVELOPMENT OF THE MODERN CITY IN THE CONTEXT OF WORLD TRENDS
Authors:   Institute of Market Problems and Economic and Ecological Research National Academy of Sciences of Ukraine, Kupinets Larysa , Tiutiunnyk Hanna ,   Institute of Market Problems and Economic and Ecological Research National Academy of Sciences of Ukraine
Published: April 2022

Given the need to implement modern economic challenges of green, low-carbon, smart and inclusive development, the task is to study current trends, opportunities and prospects for urban development in Ukraine on the basis of analysis of foreign practices of urban development. The article examines modern world trends, principles and components of urban development. Their classification according to ecologically oriented, energy efficient, smart, mobile, compact, smart type is carried out. Each trend creates a corresponding atmosphere of the environment that prevails in a city. It is characterized by the properties and tools of the priority tasks of implementing a new idea of the city in real life. The new model of the city envisages the creation of a concept of the territory based on ideas about environmental value, innovation awareness and adaptability in social, economic and emotional contexts. Among the world practices are the following trends in urban development, namely intelligence, sustainability, mobility, energy efficiency, housing compactness The study identifies the leading requirements for a new model of the city in the EU, the design of a prosperous and fair urban life. The expected results of the integration of the directions of the Rio Convention on the development of the principles of a new model of cities, sustainable and smart urbanism are presented. The formation of the atmosphere of the environment as a basis for investment attractiveness and the disclosure of the city's potential is substantiated. It is emphasized that the formation of cities should involve the creation of human interest in living and expressing themselves. Promote the organization of the environment on the basis of economic, innovative, socio-legal and aesthetic concepts and conditions for the welfare of the population and the quality of the environment. Using the potential of cities and the development of urban areas requires a broader vision of an integrated approach to planning, which reduces the necessary measures to a system that is the atmosphere of the urban areas.
PROSPECTS OF DATABASES DEVELOPMENT IN THE DIGITAL ECONOMY
Authors:   National Technical University of Ukraine «Igor Sikorsky Kyiv Polytechnic Institute», Segeda Iryna
Published: April 2022

Nowadays each country considers a direction of the digital economy development prioritized. The purpose of the research is to analyze and synthesize the existing prospects of databases development in the digital economy, as well as to identify key technologies and tools that will contribute to this development. Digital technologies are the foundation of a country's prosperity, as they create new opportunities in a rapidly changing world. Today Ukraine's rating on international indices of the global digital competitiveness is unstable. Currently the country is focused on the development of innovations, however, hasn’t used them to improve the economic performance yet. To ensure the operation with databases in modern information systems the database management systems are used. Today there are 378 database management systems in the world. The distinctive feature of the database is that the information within it is necessarily processed by electronic media with a subsequent systematization, which is a subject to certain rules. Designing a database is a complex and time-consuming process. The process of a designing the database means to create a database schema and determine the necessary information integrity constraints. Databases are used as a part of the information system: computer-aided design systems, data banks, information retrieval and expert systems, automated workstations, automated control systems. The process of a proper and timely development of the digital economy can significantly affect the production growth rate, quality of life, level of services. Any process requires special tools, methods and technologies. Regarding tools in the context of the digital economy, such concepts as the Internet of Things, big data, blockchain, neural networks, cloud computing and other tools are generally implied, where the main focus of them is to maximize the digitization of all the information flows for the creation of an information society. It is determined that databases as a powerful component of digital tools allow to combine production with individuality, reduce the development period of innovative ideas till the sale of finished products, provide an opportunity to achieve an effective adaptation to consumer requirements.
ACCOUNTING CATEGORY «ECOSYSTEM SERVICES»: ESSENCE AND ATTRIBUTES
Authors:   National Aviation University, Shtyk Yuliia
Published: April 2022

The article is devoted to the study of the categorical apparatus of accounting for ecosystem services. The different approaches of the authors to the interpretation of the concepts «service» and «ecosystem» are analyzed, the structuralfunctional classification of ecosystems is developed. The terminology used to form the definition of «ecosystem services», as well as the components of a comprehensive identification of this accounting category. The definition of ecosystem services as an economic category becomes a central element of a comprehensive system of relationships between the functioning of ecosystems, the activities of economic entities and the welfare of society. Despite the significant number of scientific and practical work aimed at studying ecosystem services, there is still no single approach to the interpretation of their substantive basis and the definition of unified approaches to their classification. It is proved that ecosystem services should be defined as flows of economic benefits and values received by stakeholders from the use of existing ecosystem functions, as well as those formed as a result of generating, restoring, regulating ecosystem processes formed as a result of targeted activities. economic entities of different forms of ownership and levels of hierarchical management. However, it has been established that this stage of identification of ecosystem services is distinguished by cognitive aspects to demonstrate the impact of natural capital on ecosystem functions and, as a consequence, human well-being. It is important to note that the list of specific instruments varies depending on the perturbations in the global ecosystem market, the emergence of new tools, the improvement of the basic elements of the accounting category «ecosystem service», ie the objective process of renewal.The relationship between ecosystem functions, ecosystem benefits, ecosystem assets and ecosystem properties has been established. Tasks, principles and classification features of ecosystem services as an accounting category are highlighted. As a result, the formation of subjects and objects of accounting for ecosystem services, which deepens the substantive concept and helps to identify «ecosystem services» as an accounting category.
INTERNATIONAL EXPERIENCE AND BEST PRACTICES FOR NON-STANDARD EMPLOYMENT REGULATION
Authors:   Institute for the Ukrainian State Employment Service Training Institute, Plysenko Halyna
Published: April 2022

The article considers the regulation of non-standard employment in foreign countries. It is established that the International Labor Organization recognizes that labor can be organized on a different contractual basis. The task is not to standardize all forms of work, but to make any work worthy. In industrialized countries, non-standard forms of employment predominate in almost all industries and especially among low-paid occupations. In developing countries, such employment sometimes continues to account for a significant share of employment, but there has been a recent increase in non-standard forms of employment in those sectors that were previously characterized by standard forms of employment. The most common categories of the population working in the field of non-standard employment are women, youth and migrants. It is substantiated that the regulation of non-standard employment requires the following areas: 1) elimination of gaps in the legislation on non-standard employment; 2) strengthening collective bargaining systems; 3) improving social protection; 4) socio-economic policy to regulate social risks and facilitate the transition to standard employment. The analysis of legislative measures relates to the following areas, designed to address existing gaps in legislation on non-standard forms of employment. The purpose of such measures is to align the various guarantees provided to workers in non-standard forms of employment with those provided to workers in standard forms. Collective agreements can be made taking into account the specific situation in the economy or in the enterprise, so they can be used to overcome the shortage of decent work in non-standard forms of employment. The social protection system needs to be improved to ensure that all workers have the necessary level of social protection. In addition to the risk of unemployment, workers also face the risk of losing income due to changes in earning opportunities related to the need to provide care for family members or loss of skills. At the macroeconomic level, policies need to be developed that directly support full productive employment, including the development of public employment programs if the need arises.
ECONOMIC SECURITY OF THE REPUBLIC OF MOLDOVA IN THE CONTEXT OF EUROPEAN INTEGRATION
Authors:   Moldova State University, Antoci Natalia
Published: April 2022

This article addresses economic security which is an indispensable resource of daily life that enables the individual and the human community to achieve their aspirations. It depends a lot on how effective Moldova's economic relations with the rest of the world are. The state of transition of the Moldovan economy, the need to overcome the crisis urgently requires a substantial increase in economic and political relations with developed countries. The country needs foreign capital and investments in advanced technologies, imports of food and consumer goods. At the same time, the expansion of these relations should not lead to the country's economic dependence and loss of security. Economic security is the state of the economy, which ensures sustainable economic growth, meeting social needs, efficient management, protection of economic interests at national and international level. Economic security includes the system of the following levels: international, national, at the level of individual economic structure and personality.
ENVIRONMENTAL MANAGEMENT AS ONE OF THE TASKS OF ECO-ECONOMIC DEVELOPMENT MANAGEMENT IN THE REPUBLIC OF MOLDOVA
Authors:   Academy of Economic Studies of Moldova, Chirtoca Alexei
Published: April 2022

The problem of environmental management at the present stage has become one of the priority stages in the development of the world economy. Practice has shown that the solution to the development of the economic potential of the world community and national states is possible only by using new ways and approaches to solving eco-ecological problems. More and more attention is being drawn to the concept of eco-economy. An ecological economy differs from mainstream economics in that it focuses on human aspects, natural influences, and the economic order. The eco-economy is not only resourceful, well-organized, but also guarantees an objective transition to an economy that is low-carbon, resource-efficient and socially inclusive. Greening the economy is a new development factor for the Republic of Moldova, considering environmental protection as one of the driving forces of economic growth, which requires a new specific management system, namely environmental management. Modern environmental management is a process of flexible, entrepreneurial and economically sound management that is able to timely and most adequately take into account the ongoing changes in the environment, organically fit into market institutions and relations, optimally link the environmental and economic interests of sustainable nature management. It is environmental management that allows you to prevent negative consequences, to avoid the deterioration of business performance. the purpose of environmental management is to build a system and mechanisms for managing environmental processes, focusing management on environmental production. The purpose of environmental management is manifested in its functions, such as environmental forecasting and planning, coordination, organization of environmental activities, training/education in the implementation of environmental activities, environmental control, etc. Environmental management is considered as the main tool for managing the development of the eco-economy in the Republic of Moldova. This article examines the essence of environmental management, its functions and makes an attempt to comparatively analyze the world and national practice of using it in the regulation and greening of the economy as a key tool.
STUDY OF DIFFERENTIATION OF POPULATION INCOME IN EUROPEAN COUNTRIES DURING GLOBALIZATION
Authors:   National Aviation University, Cherkasov Andrii , Antonova Rehina ,   National Aviation University
Published: April 2022

The article is devoted to one of the most acute socio-economic problems of society – the differentiation of incomes. This phenomenon usually causes further inequality of access to basic public goods (quality health care, education, comfortable housing) and resources (financial, infrastructural, information, etc.). But at the same time, income inequality itself is a consequence of other types and manifestations of inequality. One of the seventeen sustainable development goals adopted by UN in 2015 is dedicated to overcoming inequality. The authors study the inequality of income distribution in European countries during globalization. They raise the issue of economic differentiation, assess the degree of convergence between the countries of Western and Eastern Europe in recent years. It is noted that differences exist not only between West and East, but also within subregions. Differentiation between member states and non-EU countries is particularly noticeable. The analysis of stratification of Europe on three indicators is carried out: GDP per capita, ratio 20:20 (quintile coefficient), Gini index. These inequalities are compared within and between countries. To be fair, the comparison is made in terms of two groups: large countries with a population of more than 1.5 million people, and countries with a population of less than 1.5 million people. The gap between the wealthy countries of Western Europe and the countries of Eastern Europe, whose residents are accustomed to receiving much lower incomes, stands out. The average national income of the adult population in non-EU European countries is only 34% of the European average. The countries with the lowest degree of inequality include the Czech Republic, Slovakia and Iceland. An analysis of inequality among European countries is needed to determine the best way to overcome income differentiation at the regional level. The authors conclude that, despite the gradual increase in income disparities, government policies based on the redistribution of income through taxes and transfers help Europe to remain the least unequal region of the world.
ADAPTED METHOD OF BUILDING MARKETING ADVERTISING CAMPAIGNS FOR PRODUCT PROMOTION ON THE ONLINE MARKET
Authors:   National University of Food Technologies, Kapinus Larysa
Published: April 2022

The article is devoted to the consideration of advertising campaigns in the context of product promotion on the online market. The definitions of the concepts «advertising», «advertising campaign», «online advertising» are given. The difference between offline and online advertising is emphasized, the model of factors that influence the construction of advertising campaigns in an online environment and the model of perception of behavioral advertising on the Internet is considered. Attention is focused on factors that affect exclusively online advertising campaigns, including: Internet usage behavior (surfing hours, Internet usage period, Internet usage variety, e-mail activity) and secondary factors (online product information requests, registration to get e-mail information, online shopping purchases, etc.). It is demonstrated that the awareness and knowledge of consumers about advertising directly affect their attitude to advertising and the formation of their further behavior in relation to advertised products or services. Existing technologies for building advertising campaigns developed by different authors are outlined. The versatility of the presented technologies is emphasized, since there is no single pattern. Examples of failed online advertising campaigns that were carried out in 2017-2018 are given (companies such as: H&M, McDonald's, Heineken, Dove, MasterCard). The most common mistakes in the preparation of advertising messages are considered, in particular: «strategies of giants», «sales on the forehead», «overload of information», «value, not goods», «product first», «offer», «one offer», «contacts». The essence of these errors is underlined and variants of their correction are given. The problems in the existing methodology of construction of advertising campaigns are confirmed. An assumption is made about what can create errors in the formation of modern advertising messages. An adapted method of building advertising campaigns on the Internet is offered. The added stages are detailed at the level of stage goals and ways to achieve stage goals.
EFFICIENCY OF AVIATION USE IN PATROLLING STATE BORDERS
Authors:   National Aviation University, Herasymenko Irynа , Soloviova Olena ,   National Aviation University, Vysotska Iryna ,   National Aviation University
Published: April 2022

The article examines the situation on the border with Belarus, which has developed due to the influx of illegal migrants trying to enter the EU (Lithuania, Latvia, Poland) mainly from Iraq and Syria, to a lesser extent from Afghanistan and African countries. This, in turn, creates a dangerous situation on the border with Ukraine. It was found that the protection of the state border of Ukraine is an integral part of the national system of state border protection, so it is necessary to respond to possible complications together with interacting government agencies and others. It is proved that one of the precautionary measures of danger of the Ukrainian border violation is constant monitoring and patrolling with the use of aviation in the framework of production tasks for aviation patrol of the state border. The interaction of state bodies and civil aviation companies for the task of air patrol of the state border, namely the Ukrainian Helicopters and the State Border Guard Service of Ukraine, is proposed. The choice of available types of aircraft for joint patrol of the state border is substantiated, for which the advantages and disadvantages of manned aircraft and unmanned aerial vehicles are analyzed. The calculation of the effectiveness of two options for performing aviation work on patrolling the Ukrainian-Belarusian border has been made. Analyzing the calculations and comparing the options for the production task, it was determined that the joint patrol of the state border of Ukraine with Belarus is more profitable combined option using a helicopter Mi-8MTV-1 and unmanned aerial vehicle Spectator-M1 due to cost savings. This option is that the use of unmanned aerial vehicles is appropriate when patrolling the river zone of the Ukrainian-Belarusian border, and the manned aircraft is proposed to be used when patrolling the land.
CUSTOMS TARIFF MECHANISM CONCEPT AND FUNCTIONS IN SUSTAINABLE DEVELOPMENT CONDITIONS
Authors:   Kyiv National Taras Shevchenko University, Lytvynova Ievgeniia
Published: April 2022

The article discusses the concept of customs tariff mechanism and its functions in terms of sustainable development of Ukraine. The structure of the concept of «customs tariff mechanism» and its economic aspect in the approaches of various authors and official documents are considered. The essence of the phenomenon, classification of existing approaches to the definition of the concept of «customs tariff mechanism» is determined. An assessment of existing approaches to the definition of «customs tariff mechanism» and determined the structure of the category «customs tariff mechanism», the economic aspect. The functions of the customs tariff mechanism and its economic aspects are considered. The functions of the customs tariff mechanism both from the point of view of the state and from the point of view of enterprises are considered. The points of influence on the sustainable development of Ukraine in the context of the following goals have been identified: overcoming poverty, overcoming hunger, decent work and economic growth, responsible consumption, and partnership for sustainable development. The general trend of sustainable development has a dynamic and the result need to be shown will 2030, according to the Sustainable Development Goals known as Global Goals that were adopted by all United Nations Member States in 2015 like universal call. At the end of 2021, Ukraine is not one of the strongest countries in terms of implementing changes to meet the sustainable development goals, which are 17. That is why the functions of the customs tariff mechanism are considered from the point of view of both the state and enterprises. The reason for the multilateral review makes it possible to pay attention to those functions of the customs and tariff mechanism that should contribute to sustainable development, namely the sustainable development of Ukraine. Analysis of sources and publications was made for the construction of the concept of «customs tariff mechanism» including the essence, content and outcome of the phenomenon is analyzed. The formed term «customs tariff mechanism» and their functions can be used for further research.
MARKETING RESEARCH OF THE DEVELOPMENT OF IT EDUCATION IN UKRAINE ON THE EXAMPLE OF BEETROOT ACADEMY
Authors:   National Aviation University, Mykhalchenko Inna , Moskalenko Bohdan ,   National Aviation University
Published: April 2022

IT industry is growing rapidly all around the globe, and it's not an exception in Ukraine. Its success is absolutely dependent on the workers and how many specialists are prepared for the work. As the market keeps on growing, more talents are needed. While there is no need for people to get the necessary knowledge by studying for years in universities, it can be supplemented with online IT courses that are in high demand and easily approachable by anyone interested in it. Beetroot Academy is an example of such an IT school. It’s hard for potential customers to choose the right IT school that gives quality and contemporary education because most of them offer similar products and the benefit from its usage is visible only after the studying is over. That’s why marketing and digital instruments play a crucial role for any company in this field. Most of them, as is described with the example of Beetroot Academy, use mostly the same channels of communication to approach their customers, such as websites, social networks, emails, internal and external events, partners, and blog articles. Most companies in this market have a similar target audience: absolute beginners in the IT field that want to switch their field or people at the beginning of their careers; and the second segment is IT specialists that want to take the next step in their careers. All the biggest companies on the market use mostly the same digital instruments to approach their audience through channels of communications, such as pay-per-click ads, SEO optimization, content marketing, email marketing, and event marketing. Even though, the instruments are the same, the main difference is in the professionalism of its usage that depends on the people that work for these companies. An additional way of differentiation comes with different visual styles and toneof-voice that may translate the company's values and mission. In this market, one of the main reasons for people to choose a particular company is their marketing strategy, its quality, and the usage of the right tools. Therefore, for companies such as Beetroot Academy, which has a social mission and puts the quality of education as the main principle of work, it is very important to monitor how marketing is being thought out and implemented.
APPROACH TO ADVERTISING A NEW MEDICINE USING ECONOMIC MATHEMATICAL MODELING METHODS
Authors:   National Technical University of Ukraine «Igor Sikorsky Kyiv Polytechnic Institute», Chernousova Zhanna , Los Tetiana ,   National Technical University of Ukraine «Igor Sikorsky Kyiv Polytechnic Institute»
Published: April 2022

The article analyzes the factors influencing the sale of innovative medicines, including the impact of advertising. The main purpose of the study is to determine the impact of advertising on an innovative drug in the pharmaceutical market of Ukraine, which was implemented through a review of recent scientific publications. The new drug is definitely an innovation. It has been studied that the spread of innovations occurs gradually among members of the social system through communication channels for their adaptation. With regard to product innovation, the process of deciding on their adaptation can be divided into five stages: knowledge, persuasion, acquisition, usage, loyalty. The economic essence of this topic is analyzed in detail, the legal framework for advertising of medicines in the media is considered and the economic-mathematical model for obtaining a relevant forecast is selected. It was also found that the Ukrainian pharmaceutical market is developing quite rapidly, but it lacks innovation. A review of pharmaceutical market threats also found that although the pharmaceutical industry is highly dynamic, it lacks innovation. During the whole period of independence, Ukraine presented only 154 medicines of innovative character. Everything else is generic drugs, in addition, mostly of dubious quality. In modern enterprises, all investments go to the modernization of technological processes, rather than the production of new original drugs. That is why foreign manufacturers have better indicators of drug imports.Any marketing costs before launching a drug are an investment. Considered the types of promotion most suitable for advertising drugs. Therefore, the most known model of diffusion of innovations, compiled by Bass, can be used to model a specific economic and mathematical problem. The economic essence of Bass's model of diffusion of innovations is investigated. The correct method of calculation of this type of model has been selected, namely the AnyLogic software environment, which is suitable for research and calculation of parameters of system dynamics models. The study predicted future sales of the drug using data from previous sales. During the research and use of the Bass innovation model, a forecast of future sales for 10 months was formed.
MODELING OF EFFECTIVE STRATEGIES FOR THE DEVELOPMENT OF UKRAINE'S INVESTMENT POTENTIAL IN CONDITIONS OF UNCERTAINTY
Authors:   National Technical University of Ukraine «Igor Sikorsky Kyiv Polytechnic Institute», Chernousova Zhanna , Maliavina Olesia ,   National Technical University of Ukraine «Igor Sikorsky Kyiv Polytechnic Institute»
Published: April 2022

With the help of economic and mathematical modeling, a methodological approach was developed and forecasting the development of investment potential, processing possible scenarios and choosing the optimal strategy for managing the average wage using concepts and research developed by scientists, including foreign ones. In addition, the prerequisites that take into account social categories for the practical implementation of the model by the welfare state are considered, the disadvantages and advantages of foreign direct investment in Ukraine are analyzed. The dependence of the development of both foreign direct investment and GDP on the political situation in the country was established. The forecast of capital investment development for 2021, 2022 and 2023 was also made and the optimal scenario and optimal strategy for further economic growth of the country and reduction of dependence on investments were chosen. The purpose of the article is to assess the current state of Ukraine's investment potential and build economic and mathematical models for forecasting and developing strategies for its development, as well as to determine the impact of investment potential on such socially significant categories as average wages and poverty. The research methods are the fundamental provisions of economic theory, investment theory, economic and mathematical modeling. The following tasks were set and solved within the framework of the work: the approach to the assessment of investment potential relevant to the economic system of Ukraine was chosen; the optimal system of indicators for assessing the investment potential of Ukraine was chosen; with the help of economic-mathematical modeling forecasting of development of investment potential of Ukraine in time is made and influence of dynamics of investment potential on the level of income of households is investigated; an analysis was made on the adequacy of the methodological approach used and the economic and mathematical models built in relation to the feasibility of further use for economic systems similar to the Ukrainian one.
MEASUREMENT OF KNOWLEDGE ASSETS IN THE COMPETITIVE POSITIONING OF THE COMPANY
Authors:   Kyiv National University of Technology and Design, Vartanova Olena , Buzko Irina ,   Volodymyr Dahl East Ukrainian National University
Published: April 2022

The source of competitive advantage in the knowledge economy is the company's hard-to-replicate knowledge assets, their creation, movement, and use in the company. The process of identification, audit and measurement of unique knowledge assets of the company in the formation of its competitive position based on the use of resource and competence approaches is conceptualized in the article. Competitive positioning is determines as a process of forming, maintaining and strengthening the company's competitive position based on the identification, audit and measurement of knowledge assets (their types, localization, carriers and directions of movement), which form key areas of competence of the company and its sustainable competitive advantages. The concept of competitive positioning of the company on the basis of identification and measurement of knowledge assets is presented. The classification of knowledge assets forming the company's competitive position has been formed. Methodical tools for measuring knowledge assets as a source of a company's competitive position are identified. The methodology of identification and measuring of knowledge assets of a company's competitive positioning is based on the application of resource and competence approach, methods of assessing knowledge by criteria of key competence, methods of knowledge classification, assessment of knowledge assets by codification and diffusion criteria. The basis for competitive positioning of the enterprise are knowledge management processes that allow to create incentives to improve the company's ability to innovate, combine sources of knowledge with their needs, create conditions for effective knowledge exchange and assess their contextual effectiveness. The competitive positions of the company on the basis of identification and measurement of assets of knowledge of the enterprise are defined. The competitive advantages and competitive weaknesses of the company in comparison with the competitor are defined. Threshold criteria for interpreting the company's competitive position based on knowledge assets have been determined.
СУТЬ І СТРУКТУРА ПЕДАГОГІЧНОЇ МАЙСТЕРНОСТІ ВИКЛАДАЧА ЗАГАЛЬНООСВІТНІХ ДИСЦИПЛІН ЗАКЛАДУ ПРОФЕСІЙНОЇ ОСВІТИ
Authors: Кабиш Марина
Published: April 2022

Актуальність дослідження визначається запитом суспільства на випереджальну педагогіку, що забезпечує становлення й розвиток майбутнього педагога як творчої особистості, компетентної, відповідальної, здатної здійснювати професійну діяльність на рівні світових стандартів, готової до постійного професійного зростання, соціальної та професійної мобільності.
Мета: дослідження суті і структури педагогічної майстерності викладача загальноосвітніх дисциплін закладу професійної освіти.
Методи: вивчення наукових джерел – для з’ясування ступеня розробленості проблеми; узагальнення й систематизації – для формулювання власних поглядів на визначення сутності поняття «педагогічна майстерність викладача загальноосвітніх дисциплін закладу професійної освіти»; структурно-компонентний аналіз – для виокремлення компонентів педагогічної майстерності викладача загальноосвітніх дисциплін закладу професійної освіти.
Результати: визначено сутність і структуру педагогічного феномена «педагогічна майстерність викладача загальноосвітніх дисциплін закладу професійної освіти».
Висновки: педагогічну майстерність викладача загальноосвітніх дисциплін закладу професійної освіти обґрунтовано як інтегративну комплексну властивість особистості, що ґрунтується на досконалій професійно-педагогічній компетентності, забезпечує високий рівень самоорганізації педагогічної діяльності за рахунок синтезу знань, досвіду, цінностей і якостей педагога та виявляється у творчому розв’язанні професійно спрямованих завдань опанування учнями системою знань з дисциплін загальноосвітньої підготовки задля розвитку ключових компетентностей майбутніх кваліфікованих робітників; виокремлено п’ять взаємозалежних та взаємообумовлених компонентів педагогічної майстерності викладача загальноосвітніх дисциплін закладу професійної освіти (мотиваційно-ціннісний, когнітивний, діяльнісний, особистісно-рефлексивний, креативно-творчий); визначено перспективність подальшого обґрунтування педагогічних факторів та умов ефективного формування педагогічної майстерності викладача загальноосвітніх дисциплін закладу професійної освіти.