bluuebunny/crossref_metadata_2025 huggingface dataset:
A Systematic Review of Enterprise Bankruptcy Forecasting Models
Authors:   Simon Kuznets Kharkiv National University of Economics, Kanyhin Serhii M.
Published: December 2023

The purpose of this scientific study is a deep systematic analysis and generalization of existing models for forecasting the bankruptcy of enterprises. In the context of the unpredictability of the world economy, ensuring the stability of enterprises becomes an extremely urgent issue and requires a detailed analysis. For this purpose, the Scopus database was chosen, known for its impressive list of publications in terms of quantity and quality. After a systematic search using 18 keyword combinations, it was possible to identify 1448 potentially relevant publications. However, only 1127 of them met the criteria and were selected for further analysis. The main emphasis of the research was placed on an in-depth study of the characteristics, advantages and limitations of each of the models under consideration. The data obtained made it possible to outline key areas for further research in this area. Testing the models in practice was one further important aspect. For this purpose, data for 2019-2020 were used. Regarding 17907 enterprises, it should be noted that 353 of them subsequently became bankrupt in the period of 2021-2023. Using the Python programming language, a deep statistical analysis and visualization of the results were carried out. Based on the analysis, it was found that some models, including those of Altman, Lees, Springate, Duran, and Tereshchenko, showed impressive accuracy in predicting bankruptcy. Of particular note is the effectiveness of Matviychuk’s model, which showed an accuracy of 67.7%. As a result, this study has made a significant contribution to the development and understanding of approaches to forecasting the bankruptcy of enterprises in Ukraine. The results are of great theoretical and practical importance for specialists in the financial sector, and also lay the foundation for further research in this direction.
Innovation Development of an Enterprise: Modeling Dynamics
Authors:   Simon Kuznets Kharkiv National University, Malуarets Lyudmyla M. , Voronin Anatolii V. ,   Simon Kuznets Kharkiv National University, Lebedeva Irina L. ,   Simon Kuznets Kharkiv National University, Lebediev Stepan S. ,   Simon Kuznets Kharkiv National University
Published: December 2023

At the present stage of economic development, the leading role in ensuring the competitiveness of both an singular enterprise and the country as a whole, as well as in creating conditions for the transition to sustainable development, is played by the successful implementation of the latest scientific developments in production processes, comprehensive support for the strategy of innovative development. The development and implementation of innovations is a complex dynamic process that requires the use of special research methods. Such a method is system dynamics, which makes it possible to take into account the nonlinearity of the impact of innovation on the state of the economy. The paper considers the methodology for building a model for managing innovation processes, taking into account the self-organization of the logistic type. The main danger that can accompany the evolution of innovation processes is the emergence of unacceptable dynamic modes, so one of the tasks of the study was to determine the conditions capable of ensuring the stability of equilibrium states of a complex dynamic system according to the proposed models. The object of research is a complex dynamic system, between the elements of which there is both positive and negative feedback. To build a model of the dynamics of innovation processes, the mathematical apparatus of the theory of differential equations was applied, which made it possible to consider the development of the innovation process in continuous time. With the help of the instrumentarium of nonlinear dynamics, a study of the stability of diffusion of innovations depending on the parameters of the control influence was carried out. The conditions for the transition of the system to a critical state, which may be accompanied by the occurrence of bifurcations and chaos, have been determined. Particular attention was paid to determining the structural stability of the regulated innovation process in the case when both equilibrium positions are close in terms of parameter values. It is expedient to apply the proposed model to solve the problem of innovation management both at the State level and at the level of an individual industry or an individual enterprise. The obtained theoretical conclusions were confirmed through the use of simulation modeling.
Analyzing the Demand for Educational Services of Higher Education Institutions of Ukraine in the Context of Modern Challenges
Authors:   National University of Life and Environmental Sciences of Ukraine, Klymenko Nataliia A. , Kostenko Inna S. ,   National University of Life and Environmental Sciences of Ukraine, Bielous Artem О. ,   National University of Life and Environmental Sciences of Ukraine
Published: December 2023

The aim of the article is to study the demand for educational services in Ukraine under the influence of economic, political and social factors that are effective in the country. Among the main factors influencing the demand for educational services are the COVID-19 pandemic, the full-scale invasion of the russian federation on the territory of Ukraine and, as a result, migration processes, the destruction of educational infrastructure, changes in the structure of the labor market, budget constraints, reduction of funding at the expense of households, etc. The projected value of the reduction in demand for educational services (number of entrants) by 2025 based on the studied parameters is on average 10%. A correlation and regression analysis was carried out to study the demand for educational services of higher education institutions (HEIs) depending on the main demographic, economic, political and social indicators. According to the analysis of the correlation matrix, the factors that have a high level of closeness of interconnection and a direct impact on the number of entrants to HEIs are the number of school graduates, the number of population aged 16–59 years and the employment rate. Factors such as a decrease in education costs, the COVID-19 pandemic, and the occupation have an inverse impact on the number of entrants. The paper considers the study of the effectiveness of the State regulation of admission to the budget form of education in individual specialties. For this purpose, data on the results of the 2023 admission campaign from the Unified State Electronic Database on Education were used. It is found that in 2023, the highest demand is for specialties related to the social and philological direction (Psychology, Journalism), as well as those that have a well-established importance in terms of prestige and employment (Dentistry, International Relations, specialties in the IT profile, etc.). On the other hand, the lowest demand is for engineering specialties, where the competition is two applications for three budget-funded places. The article uses econometric methods of analysis of digital information, analyzes the influence model between the indicators of the passing score and the general competition. Recommendations are provided on the revision of the policy of admission and competitive selection of students in certain specialties, taking into account the existing established trends in the demand for engineering specialties and taking into account the factor of occupation of the country’s territory and, as a result, changes in the structure of production and needs in the labor market.
The Mechanisms for Creating a Crisis-Resistant World Financial Architecture
Authors:   Vasyl’ Stus Donetsk National University, Shkurat Mariia Ye.
Published: December 2023

Today, there is a clear need to create a new world financial architecture. In this regard, the key task of the leading countries is to reform the mechanisms for regulating world financial markets and supervising the operations of their participants in order to counter crisis shocks. Therefore, the aim of the article is to identify mechanisms for creating a crisis-resistant world financial architecture (WFA) and to analyze strategic approaches to increasing the stability of the global financial system in the face of modern economic and political challenges. In the course of writing the article, economic and statistical methods of analysis, description, measurement, comparison and observation were used. In the process of the study, general theoretical methods of scientific knowledge were also applied: synthesis, deduction, and induction. The study carried out a retrospective analysis of the world financial crises in order to allocate their main features; identify the most effective strategies for restoring positive trends and the effectiveness of anti-crisis policy under different conditions. An analysis of the current state of the WFA has been carried out and the main crisis processes of today have been defined. In order to develop a new strategy for ensuring a crisis-resistant system, a systematization and analysis of existing modern mechanisms for the prevention of financial crises has been carried out. As a result, the following are allocated: the monetary path; regulatory (infrastructural) approach; the use of a new world reserve currency instead of the US dollar; introduction of a regional currency with the possibility of using different underlying assets and transition to the currencies of individual countries. The results of the study were the identification of priority strategic steps and the development of recommendations for achieving the sustainability of the world financial architecture: compliance with the principles of counter-cyclical fiscal management; prudence in the implementation of monetary policy; the need to strengthen regulatory and supervisory control; timely detection of imbalances arising in financial markets; clear risk management and proper international cooperation. Prospects for further research in this direction can be: study of the impact of regional initiatives on the world financial architecture and the possibility of their use to reduce the vulnerability of the world economy to financial crises; development of innovative financial instruments and their importance for the WFA.
Diagnosing the Corporate Culture of Metallurgical Industry Enterprises in the Context of Innovative Development
Authors:   National Technical University «Dnipro Polytechnic», Lytovka Vitalii A. , Prushkivska Emiliia V. ,   National University of Life and Environmental Sciences of Ukraine, Pylypenko Hanna M. ,   National Technical University «Dnipro Polytechnic»
Published: December 2023

The aim of the article is to study the features of the corporate culture of metallurgical enterprises of Ukraine in the context of innovative development. As a result of the study of four types of corporate culture – adhocracy, clan, market, and hierarchical – according to the CVF model of K. Cameron and R. Quinn, it was determined that adhocratic culture is most conducive to innovations, since it involves flexibility and is focused on the external environment. In turn, market culture emphasizes control and stability, which is a constraint on innovation. The authors propose a modified method for diagnosing corporate culture, which is based on the CVF model and provides for a system of 5-point scale for evaluating questionnaire questions by respondents. Using Microsoft Excel and SPSS Statistics V21.0 software, the authors analyzed the parameters of the corporate culture of metallurgical enterprises. As a result of the diagnostics, it was found that PJSC «INTERPIPE» and PJSC «Tsentralnyi Hirnycho-Zbahachuvalnyi Kombinat» are characterized by a clan corporate culture, which needs to be strengthened to the desired indicator. For PJSC «ZAPORIZHSTAL», PJSC «YUZHKOKS», PJSC «KAMET-STAL» it is expedient to change the type of corporate culture from market to clan. It is proposed that the strategic vision of the development of metallurgical enterprises should be changed in the direction of innovative development, digitalization, smartization of production, the use of energy-saving technologies, the Internet of Things, etc. It is also necessary to use training activities and seminars to develop the creative potential of staff and intensify their participation in the development of green innovations. Taking into account the European integration course of Ukraine, it is expedient to change the principles of doing business related to the European Green Deal. The proposed recommendations can be used to improve the mission, strategic vision, corporate culture and its values for metallurgical enterprises. Prospect for further research in this direction is to determine the interdependence between the type of corporate culture (clan, innovative, market, hierarchical) for metallurgical enterprises and the processes of greening and digitalization at enterprises.
To the Question Regarding the Study of the Investment Attractiveness of Enterprise
Authors:   The National University of Ostroh Academy, Kryvytska Olha R.
Published: December 2023

The article systematizes approaches and outlines the advantages and disadvantages of existing methods for assessing the investment attractiveness of enterprise in order to present itself in the most profitable way to a potential investor, which in the future will allow to maintain the appropriate level of competitiveness, increase the level of intellectualization, increase the number of innovations integrated into production. Attention is focused on the fact that enterprises that are interested in investments should be well aware of what information and in what form they need to submit to argue their investment attractiveness. It is noted that investment attractiveness as an economic value is characterized by a wide variety of indicators. The process of analyzing the investment attractiveness of enterprises should be seen as consideration of a multidimensional, multifactorial economic value, in which many independent indicators are interconnected. A necessary and important aspect in the process of assessing the investment attractiveness of an enterprise is to take into account not only its internal factors, but also external ones. It is proposed to include in the external factors those that do not depend on the enterprise as an economic entity the investment attractiveness of the industry and the region in which the enterprise operates. It is natural that investors are primarily interested in investing in enterprises with high potential, which are located in a promising region and in a rapidly developing industry, rather than in enterprises situated in depressed regions and in a stagnant industry. Separately, the importance of the ability to professionally and at the proper level substantiate the investment proposal provided to a potential investor is noted. Before attracting an investor, it is recommended to conduct several independent evaluations of the project, which could be presented to several potential investors. This will make it possible to understand and determine the real cost of the project and, if necessary, adjust the position of the enterprise interested in the receipt of investments. Four main mistakes that affect the low level of preparation of investment projects are noted: the project is at the idea stage; the project does not contain a marketing plan; there are no estimates of the profitability of the project; low quality of presentation of materials.
Accounting Support for the Process of Providing IT Services at the Enterprise
Authors:   Dnipro State Agrarian and Economic University, Chernetska Olha V. , Karnaukh Stanislav D. ,   Dnipro State Agrarian and Economic University
Published: December 2023

The aim of the article is the scientific substantiation of theoretical provisions and the development of practical recommendations for the optimal accounting support of the process of providing IT services at the enterprise. The article analyzes the views of scholars on the relevance of the process of providing IT services at the enterprise in the context of digitalization of business processes, the vectors of their scientific research in accounting for the IT industry are presented. The types of IT services that can be provided by IT entrepreneurship entities are listed. The characteristic features of IT service as an object of accounting are generalized. It is emphasized that the specific features of IT services require high-quality documentation and accounting support. The article underlines variety of IT services, which is reflected in the relevant methodological aspects and the procedure for displaying information in accounting accounts. The documentary support of the process of providing IT services on the terms of trust between the subject of IT entrepreneurship and customers of IT services is generalized. Emphasis is placed on the possibilities of cooperation between an IT company under civil law contracts with individuals and under gig contracts with residents of Diia.City. Options for organizing the accounting support of the process of providing IT services are provided. The peculiarities of reflection in the accounting accounts of the provision of various types of IT services, including the IT product as a comprehensive set of services and IT outsourcing, are outlined. The need to fix the transfer of ownership of an intangible asset in the case of providing a comprehensive set of IT services and creating an IT product is emphasized. It is summarized that the organization of accounting support for the process of providing IT services can be ensured in different ways, taking into view the needs of the IT entrepreneur and the possibility of optimizing the tax burden. As a direction for further research, the need to develop ways to optimize the tax burden of IT entrepreneurship entities is outlined.
Peculiarities of Bank Liquidity Regulation under Martial Law
Authors:   Sumy State University, Riabushka Liudmyla B. , Pihul Nataliya G. ,   Sumy State University, Batanin Vladislav D. ,   Sumy State University
Published: December 2023

The purpose of the study is to systematize methodical approaches to managing the liquidity of banks during the period of extreme volatility in the conditions of war, measures of the National Bank of Ukraine in the field of supervision and regulation of the liquidity of individual banks. The stability of the banking system, its liquidity, and the ability to perform basic functions are of utmost importance under martial law. Correct resolution of issues related to the regulation of banks’ liquidity for the formation of sustainable sources of funding is the basis for expanding lending, which is especially important in the context of significant destruction of the State-owned property, property of enterprises and the population. In the current wartime conditions, Ukrainian banks must maintain adequate liquidity, remain solvent, while lending to customers. The implementation of supervision and regulation in the field of ensuring the bank liquidity is complicated by the matter that the traditional factors influencing it were supplemented by specific factors of war, which caused a sharp drop in economic activity and GDP, withdrawal of funds from accounts, panic about the national currency exchange rate, a significant decrease in demand for financial services, interruptions in the operation of payment systems during blackouts, changes in financial monitoring resulting in a significant expansion of sanctions lists and termination of servicing residents of the aggressor country. Therefore, Ukrainian banks need to use anti-crisis liquidity management instruments (taking into account the regulatory field), which are adaptive in nature and take into account the totality of external factors influencing a viable banking business model under martial law. Further research on the factors influencing the bank’s liquidity, systematization of elements of the process of supervision and regulation of the bank’s liquidity, methods and relevant instrumentarium under martial law remain extremely important.
Early Warning Systems in Banks as the Instruments of Anti-Crisis Management
Authors:   Lviv University of Trade and Economics, Kopylyuk Oksana I. , Muzychka Oleksandra М. ,   Lviv University of Trade and Economics, Yankiv Myron D. ,   Lviv Institute of Management, Kopylyuk Nazar Yu. ,   Lviv University of Trade and Economics, Lutsiv Vasyl V. ,   Lviv University of Trade and Economics
Published: December 2023

The aim of the article is to substantiate the functionality and ways to modernize early warning systems in banks as an instrument for anti-crisis management. It is proved that banking crises at the macro and micro levels are identified by: bank runs (banking panic), growth of interest rates on deposits and loans; provision of the State financial assistance to banks to avoid a systemic crisis; reorganization and restructuring in the banking system. It is proposed to consider early warning systems as an aggregate of methods and models that allow to identify potential and real signs of crisis phenomena in banks at the macro and micro levels, and to develop preventive measures of anti-crisis management at the early stages of manifestation. It is noted that the creation of an early warning model is a sequential process that includes three stages: preliminary modeling, modeling, and post-modeling. Such actions are directed towards defining the goals and objectives of the model, evaluating the model, and substantiating the initial representativeness of the model. An approach to systematization of early warning indicators with their division into external and internal ones has been developed. External indicators include: insufficient level of capitalization and profitability, high share of non-performing loans, banking risks, unsatisfactory asset quality, bank runs, imbalance of assets and liabilities in terms of amounts and terms, liquidity problems, and others. Internal indicators are as follows: low level of capitalization, quality of assets of an individual institution, deposit potential, liquidity, profitability, spread, etc. Approaches to improving early warning systems have been developed by modernizing them on the basis of artificial intelligence. An anti-crisis management instrumentarium in banks has been proposed, depending on the type and depth of the crisis. The instruments are systematized into non-market ones, which include emergency measures, restrictions on banking competition and the scope of activity, and market instruments – financial, operational and structural. Prospects for further research are the development of indicators for assessing the depth of the crisis at the macro and micro levels along with determining its level, substantiating strategic and tactical methods of anti-crisis management.
A Virtualization of Institutional Sustainability of Ukrainian Banks on the Example of a Top-10 Bank in the Paradigm of the Knowledge Economy
Authors:   National Technical University of Ukraine «Igor Sikorsky Kyiv Polytechnic Institute», Kononenko Oleh V. , Fartushnyi Ivan D. ,   National Technical University of Ukraine «Igor Sikorsky Kyiv Polytechnic Institute», Mazurenko Mykyta S. ,   National Technical University of Ukraine «Igor Sikorsky Kyiv Polytechnic Institute»
Published: December 2023

The sustainability of a financial institution both in Ukraine and in the world in the context of rapid development of technologies requires a significant rethinking and transformation of management approaches. In accordance with this, it is necessary to improve the instruments for researching and forecasting the associated processes. It makes sense to consider inter-sectoral approaches that are used in the paradigm of neo-institutional economics, taking into account the main trends in the knowledge economy of our time. It is necessary to draw attention to the matter that the current state of the economy of any country requires solving a number of topical issues related to attracting domestic and foreign investment, minimizing the outflow of domestic capital abroad, increasing the level of material production and achieving stable economic development. Such a decision is impossible without a financially sustainable banking sector. The financial condition of each individual bank and its ability to withstand negative factors lead to the successful functioning of the banking system as a whole. It should be noted that the dynamics of institutional sustainability of a banking institution is influenced by other types of sustainability. Taking into account the analyzed array of information, we can operate with the concept of «financial depository institution» in relation to banks and consider their sustainability as institutional sustainability, and its reflection in the media field as «virtualized institutional sustainability of the bank». This requires a comprehensive assessment in all areas related to the work of the bank as an independent institution in the system of institutional relations. Such an approach does not require significant costs for understanding the resilience and forecasting of crises and is called the analysis of the «virtualized institutional sustainability of the bank», which is particularized on the example of the bank JSC «Universal Bank» using the method of Media Research.
Features of Strategic Potential as the Basis of the System of Strategic Management of Enterprise Competitiveness
Authors:   Lviv Polytechnic National University, Zalutska Khrystyna Ya. , Hnat Ivan A. ,   Lviv Polytechnic National University
Published: December 2023

An important condition for the effective strategic development of an enterprise is a well-formed and properly implemented strategic management system. Moreover, the main condition for the effectiveness of the existing system should be not only the ability to achieve as fully as possible the goals of enterprise development, but also timely identified opportunities for building up sustainable competitive advantages. Since the basis of sustainable competitive advantages are the existing and/or potential capabilities of enterprise, it is proposed to select the components of its strategic potential as the basic elements of the system of strategic management of enterprise competitiveness. Concretizing the components of the strategic potential of enterprise as components of the system of strategic management of its competitiveness requires a closer definition of the essence and content of this concept. Accordingly, the aim of the article is to define as close as possible the essence and content of the concept of «strategic potential of enterprise» as a necessary condition for its rational division into components – the basis for the formation of a system of strategic management of enterprise competitiveness. To achieve this aim, the study of the existing interpretations of the concept of «strategic potential», presented by various scholars, was carried out using the methods of analysis, synthesis and abstraction; allocation of common features and allocation of directions of interpretation of the concept of «strategic potential» – using the methods of comparison, grouping, component analysis; closer definition of the concept of «strategic potential» – using the structural-system method. A critical analysis of the existing interpretations of the concept of «strategic potential» in the scientific literature contributed to the allocation of directions of their typologization, taking into account the main characteristic features of these interpretations. The characteristic features of the studied concepts are outlined in accordance with the parameters that determine the long-term competitive advantages of enterprise. The obtained results allowed to closer definition of the content of the concept of «strategic potential» and to allocate types of strategic potential of enterprise, which are justified to use as the basis of the system of strategic management of the enterprise competitiveness.
Digitalization at Industrial Enterprises as a Component of Their Innovative Development: The Advantages and Disadvantages in the Context of Management
Authors:   Vinnytsia National Technical University, Vishtak Inna V.
Published: December 2023

The article outlines some aspects of the digitalization process at industrial enterprises in the current conditions. It is emphasized that digitalization is a process that should lead to the improvement of communication links and increase the efficiency of industrial enterprises, but this process needs to be managed. It is noted that the relevance of the study of digitalization in the aspect of innovations necessitates constant diagnostics of the key processes of its penetration into the activities of industrial enterprises. The aim of the article is to study the content of the concept of «digitalization» as a component of innovative development of enterprises, to determine the positive and negative aspects of the digitalization process, and the main tasks are to systematize the opinions of scholars on the essence of the concept of «digitalization» and to outline its advantages and disadvantages. The scientific novelty of the results of the study is a closer definition of the essence of the concept of «digitalization» as a component of the innovative development of enterprise in the context of management for the effective operation of industrial enterprises. The results of the research made it possible to establish that digitalization is the process of digitization of information, the use of information and communication technologies for the transformation of business processes, the introduction of digital innovations in the development of industrial enterprises to ensure strategically effective actions in future changes (development) of their activities and in the management of these processes. Innovative development of enterprise means the process of directed regular change of its state, which depends on the innovative potential of the enterprise and the source of which is innovation that creates qualitatively new opportunities for further competitive functioning of the enterprise in the market through the implementation of new solutions, ideas, etc., under the influence of synergistic influence of factors of the both internal and external environment.
Risk Management of IT Projects: The Essence and Features of the Application of the PMBoK and AGILE Approaches
Authors:   Research Centre for Industrial Problems of Development of NAS of Ukraine, Reshetnyak Olena I. , Danko Nataliya I. ,   V. N. Karazin Kharkiv National University, Yurchenko Oleksiy K. ,   Research Centre for Industrial Problems of Development of NAS of Ukraine
Published: December 2023

Recently, the relevance of risk management of IT projects has increased significantly, which is associated with their rapid development and a high level of uncertainty in the external environment. The purpose of the study is to determine the features of risk management of IT projects on the basis of modern theory and practice of project management. The paper analyzes the essence of the concept of «IT project», as well as identifies its features, including: non-standard life cycle; mobility and ambiguity of some areas in the IT field; high level of uniqueness of the project; dependence on other IT projects and technologies; low level of project expertise due to the uniqueness of the technologies on which the project is based; high level of project complexity and uncertainty. The essence of the concept of «IT project risk» is also defined, the main types of risks are characterized. The features of using the PMBoK (Project Management Body of Knowledge) methodology in project risk management are analyzed. A characterization of the stages of risk management in IT projects based on the PMBoK approach is provided, including: risk planning; risk identification; qualitative and quantitative risk assessment; planning a risk response strategy; monitoring and control of risks. It is determined that risk management of IT projects using the PMBoK approach has significant shortcomings if used in conditions of a high level of uncertainty and novelty of the project. The article also provides a characterization of flexible risk management of an IT project based on the Agile methodology, which in turn is based on an iterative approach, continuous risk assessment and the development of measures for their adaptation. A comparative characterization of the approaches of PMBoK and Agile to risk management of IT projects is provided: their strengths, weaknesses, and areas of application are identified. It is noted that the choice between PMBoK and Agile approaches should be based on the specific needs of the project and the organizational context. PMBoK will be appropriate for large, long-term projects, as well as in situations where predictability, adherence to the plan are crucial, while Agile is best suited for innovative projects that are implemented in an uncertain or dynamic environment and require flexibility, quick adaptation, and customer focus. A significant number of project managers in the IT field prefer a hybrid approach that combines the strengths of both methodologies.
A Methodical Approach to Assessing the Marketing Potential of the Enterprise in the Context of Marketing Management
Authors:   Vasyl’ Stus Donetsk National University, Boienko Olena Yu. , Petrenko Dmytro S. ,   WD SOLUTION INC
Published: December 2023

Modern economic conditions, characterized by the processes of globalization, increased competition, interconnection of scientific-technical and information-analytical spheres of activity, put the enterprise in front of the need to solve such a vital problem as the development of marketing potential. In a market environment, an enterprise cannot take stable positions for a long time without assessing its marketing potential. The aim of the article is to develop a methodical approach to assessing the marketing potential of enterprise through the prism of marketing management. In the process of carrying out the study, general scientific and special methods were used: analysis and synthesis, scientific abstraction, classification, structural analysis, grouping, expert analysis, the method of hierarchies, and graphical methods. The article substantiates the necessity of formation of a system of marketing management of enterprise. The authors’ own definition of marketing management as a holistic concept of system management of enterprise on the basis of marketing with the use of strategic and tactical measures to ensure maximum customer satisfaction and maximum profit is presented. Three approaches to defining the definition of «marketing potential» have been analyzed and allocated: resultant, resource, and targeted. Among the main approaches to assessing the marketing potential, the following were allocated: effective, diagnostic, and comprehensive. The carried out analysis of approaches allowed to substantiate the need to develop a methodical approach to assessing the marketing potential of enterprise in the context of marketing management, which, on the one hand, is comprehensive, and on the other hand, it is not informationally overloaded. The proposed methodical approach to assessing the marketing potential is implemented in several stages: assessment of both generalized and partial indicators; qualitative assessment of indicators according to a 9-point scale; calculation of the integral assessment of the marketing potential of the enterprise and interpretation of the results of the calculation. Approbation of the methodical approach to assessing the marketing potential in the context of marketing management was carried out for the fuel and energy complex enterprise located in the western region of Ukraine. According to the results of marketing potential calculations, the company had the average, close to high (2020) and high (2019 and 2021) levels of potential. Prospect for further research in this direction is the development of a strategy for the development of enterprise in the context of marketing management.
The Marketing Management of Intellectual Resources of Enterprise
Authors:   Simon Kuznets Kharkiv National University of Economics, Vovk Volodymyr A. , Havrylchenko Olena V. ,   Simon Kuznets Kharkiv National University of Economics, Cherkaskyy Oleksiy Yu. ,   Simon Kuznets Kharkiv National University of Economics
Published: December 2023

The aim of the article is to form a system of marketing management of intellectual resources of enterprise on the basis of the use of the conception of intra-organizational marketing. The marketing approach to the management of intellectual resources of enterprise is substantiated, which involves taking into account the interests of the management of the enterprise, the carrier of intellectual potential itself, as well as direct consumers of products. The intellectual resources of the enterprise are considered as an aggregate of individual intellectual potentials of the employees of the enterprise, capable of causing a synergistic effect of increasing the competitiveness of the organization in the process of its transformation into intellectual capital. The main directions of formation of the system of marketing management of intellectual resources of enterprise on the basis of the use of the conception of intra-organizational marketing are proposed: collection of information on the existing intellectual potential; determination of the feasibility of attracting additional intellectual resources; directing the most qualified specialists to solve problems in the priority areas of the enterprise; conducting a mandatory assessment of the internal and external feasibility of investing in the development of intellectual resources; organization of training processes for the company’s employees in order to develop and improve previously acquired knowledge; creation of conditions for the fullest disclosure of individual intellectual potentials of employees of enterprises. The role of the intra-organizational marketing in the management of intellectual resources of enterprise has been identified as a method that allows to coordinate the needs of external consumers with the needs of the internal consumer, that is, the company’s employees, providing in the process of formation of intellectual capital additional competitive advantages of enterprise due to mutual loyalty of economic entities. The allocated marketing instruments for managing the intellectual resources of the enterprise create conditions for the reproduction of the intellectual potential of the company’s employees, and also directly affect the process of its transformation into intellectual capital.
Bringing New Cosmetic Products to the Market: The Experience of the International Company L’Oreal Group
Authors:   Taras Shevchenko National University of Kyiv, Firsova Svitlana H.
Published: December 2023

The aim of the article is to summarize the experience of an international company – the world leader in the perfumery and cosmetics industry – on the applied aspects of an effective combination of innovation activities and the introduction in practice of a comprehensive step-by-step system of managerial decision-making on the introduction of new products to the market. The article examines the effective combination of marketing and innovation activities in the L’Or?al Group, summarizes the practical experience of applying the strategy of diversification of the brand portfolio in the L’Or?al Group to develop and introduce new products to the market. It is proved that diversification is carried out in the assortment, geographical, distribution directions, allowing to create a unique model of research and innovation in the cosmetic industry, in which the main developments and research are carried out in research centers located in different parts of the world. It is noted that in research activities, L’Or?al Group experts are especially vigilant in five areas: human health, environmental protection, ethics, fair trade, and attention to the social and public impact of innovations, which creates an additional image advantage of the company over competitors. As a result of the study, it is determined that the organizational structure of the international company L’Or?al Group is built on the basis of allocation of four main subdivisions: consumer products; professional products; active cosmetics; luxury products, that creates unique competitive advantages for the company when introducing new products to the market. It is proved that a hundred years of experience in the commercialization of innovations, intensive activities on updating existing products and developing new ones have made it possible to create in the international company L’Or?al Group a step-by-step standardized plan for the launch of new products, which is used by each subdivision of the company, in each of its branches. It is substantiated that a clear step-by-step process of introducing new products to the market, taking into account both global trends in the formation of consumer demand and regional features of meeting consumer needs in each country, is a carefully planned complex process, in which the leading departments of the company play their role at a certain stage.
Positions of Chinese Car Manufacturers in the World Car Market
Authors:   V. N. Karazin Kharkiv National University, Shuba Olena А. , Han Rui ,   V. N. Karazin Kharkiv National University
Published: December 2023

The global car market is one of the most competitive markets in the world, with characteristics including technological advancements, product diversity, competition, and innovation. The aim of the article is to study the experience and features of participation of car manufacturers of the People’s Republic of China (PRC) in the world car market. It is determined that the leading car manufacturers in the world market are China, the USA, Japan, India, and Germany. The leading exporters of cars, in terms of value, are Germany, Japan, the USA, South Korea, and Mexico, in terms of quantity – Japan, Germany, China, South Korea and the USA. It is specified that the contemporary automotive industry of the People’s Republic of China consists of a small number of large companies, most of which have a State-owned share, and thousands of small enterprises that produce auto components and spare parts for local companies. The competitive advantage of Chinese cars, which increases their exports, remains their cost. The results of the carried out trend analysis indicate that the growth of exports of cars produced in China will continue in the coming years. It is examined how the PRC government stimulated car manufacturers to achieve leadership in the production of electric vehicles. That is, electric bus lines were laid in several cities of the country and electric vehicles were purchased, all of them made in China. It was the introduction of electric public transport and taxi fleets that helped Chinese car manufacturers subsequently become leaders in the global electric transport market. In the field of production of environmentally friendly cars, the leader is BYD company, being the largest manufacturer of electric vehicles in the world. The following features of the participation of automobile companies of the People’s Republic of China in the world car market are specified: export of a wide range of cars (from the least expensive to premium), the quantitative output of which is larger than in any country in the world; the People’s Republic of China not only develops its own production, but also expands its presence in the global automotive industry, using acquisitions, joint ventures and strategic partnerships; China is one of the largest markets for potential car consumers in the world, from which global car manufacturers are being gradually squeezed out, who cannot compete with locally produced cars in terms of price and range; it is projected that the average annual growth rate in the automotive industry of the People’s Republic of China in the coming years will reach 4.0%. It is concluded that China’s car manufacturers are active participants in the global car market and leaders in the export of new cars, including electric vehicles, the quality and safety of which have significantly improved in recent years.
Development of the Investment and Innovation Environment in Ukraine and Ways to Restore it in the Post-War Period
Authors:   Odesa I. I.Mechnikov National University, Rakytska Anna O. , Rakytskyi Oleh O. ,   Odesa National University of Technology
Published: December 2023

The article examines the prerequisites for the development of the investment and innovation environment in Ukraine and suggests ways to restore it in the post-war period. The structure of investment and innovative development is determined and a characterization of its components is presented. A characterization of solving the general economic problems is given and the possibility of solving them at the expense of the State budget of Ukraine is analyzed. The necessity of attracting capital from international partners is substantiated. Some effective ways of using investment and innovation capital at Ukrainian enterprises are proposed, taking into account the importance of restoring and developing strategically important sectors of Ukraine in terms of economic renewal of Ukraine. For the purposes of research, methods of studying and generalizing the information, general theory of systems, system analysis and analysis of statistical data were used. The authors emphasize that the stabilization and development of the economy through the investment and innovation process will allow changing the structure of the State budget of Ukraine, increasing budget revenues and reducing costs, thereby more effectively managing the processes of resolving the economic crisis caused by russian aggression, as well as directing the funds that should be received to the budget as a result of the reparation procedure to restore the country’s economy. It is important to remember that there is no way to restore the economy in a short time, since the economy itself is an interconnection of many factors, therefore the authors substantiate that the economic development strategy should include, first of all, the restoration of infrastructure, the construction of new factories, investments in key industries of the economy of our country, and development of the creative industry. This can be implemented primarily due to changes in legislation for potential investors from abroad and domestic entrepreneurs in Ukraine, directed towards developing and supporting the small and medium-sized businesses. The conclusions made in this article can be used by economic entities to develop and establish guidelines for the activities of Ukrainian enterprises.