Entrepreneurship and innovation

DECOMPRESSION AND COMPRESSION IN SPATIAL DEVELOPMENT STRATEGY: ALGORITHMS FOR MACRO-REGIONAL RECOVERY AND INNOVATION-DRIVEN MODERNIZATION

Viktoriia Mykytenko, Marharyta Chuprina — Fri, 31 Oct 2025 00:00:00 +0200

The article addresses the methodological foundations and practical application of decompression and compression in the strategic planning of spatial development of Ukraine’s macro-regions in the context of post-war transformation. The relevance of the study lies in the urgent need to balance recovery processes with innovation-driven modernization in a multi-vector and heterogeneous regional environment. Traditional approaches to regional planning are shown to be insufficient in conditions of hybrid threats, structural disproportions, and uneven resource allocation, which requires the introduction of a hybrid approach combining scenario modelling, spatial-functional typology, and integrated economic management. The research methodology includes the application of scenario analysis to identify potential development trajectories, functional-territorial classification for differentiating macro-regional capacities, and factor-potential modelling to assess socio-economic, environmental, and infrastructural determinants. Analytical synthesis, comparative regional analysis, and algorithmic modelling were employed to design adaptive mechanisms of reconstruction and modernization. The results of the study present structured algorithms of decompression and compression as complementary processes: decompression is aimed at overcoming structural constraints and unlocking underutilized capacities, while compression focuses on concentration of resources, technological renewal, and targeted intervention in high-priority zones. The proposed framework enables differentiation of strategic actions for seven macro-regions of Ukraine, taking into account their specific development determinants and recovery potential. This approach enhances strategic adaptability, reduces the risks of spatial fragmentation, and strengthens inter-regional cooperation mechanisms. The practical value of the article lies in providing a methodological and applied basis for public authorities, regional administrations, and strategic planning institutions to design and implement targeted reconstruction and modernization measures.

COMPARATIVE EFFICIENCY OF BUS SERVICES AND METRO SYSTEMS: GLOBAL EXPERIENCE AND UKRAINIAN REALITIES

Vladyslav Pryimak — Fri, 31 Oct 2025 00:00:00 +0200

This article presents a comparative analysis of the efficiency of bus and metro transportation systems, focusing on Ukrainian cities and leading global metropolitan areas. The study evaluates economic, environmental, operational, and social aspects of both transport modes. Key efficiency indicators such as cost per passenger, energy consumption, CO₂ emissions per passenger-kilometer, and average travel speed are defined and quantitatively assessed. The research identifies that the most effective urban transport models are those integrating metro and bus services within a unified planning, fare, and logistics framework. Global experiences from cities like Paris, Warsaw, Istanbul, Bogotá, and Beijing are analyzed to highlight best practices in multi-modal transport integration. The article further examines Ukrainian urban contexts, illustrating the varying effectiveness of metro and bus networks in cities like Kyiv, Kharkiv, Dnipro, Lviv, and Vinnytsia. Findings suggest that while metros are more cost-effective and environmentally friendly in large, densely populated cities with high passenger flows, buses provide crucial flexibility and adaptability, especially in smaller or medium-sized cities. The study concludes with practical recommendations for transport policy and infrastructure development tailored to different urban scales, emphasizing the need for coordinated planning and modernization efforts. The results provide valuable insights for local authorities, transit operators, and urban planners aiming to enhance sustainable urban mobility in Ukraine and similar transitional economies. The efficient functioning of urban public transportation is not only a factor contributing to household cost savings and ensuring speed and convenience of movement within urban areas, but also serves as one of the foundations of urban resilience, social equity, and environmental safety. The choice between bus services and metro systems should not be viewed as a mutually exclusive alternative; rather, it should be based on the principles of strategic integration of different modes of transport. Ukrainian cities already possess the potential to draw on advanced international experience and to develop their own unique models of transportation system organization, relying on objective data, the principles of sustainable development, and a focus on improving the well-being and quality of life of the population.

FIXED ASSETS IN ECONOMIC TERMS: SIGNIFICANCE FOR AUDIT AND MANAGEMENT DECISIONS

Oksana Stepanenko, Mariia Horova — Fri, 31 Oct 2025 00:00:00 +0200

The article examines the economic nature of fixed assets and its significance for the formation of methodological principles of audit. It is substantiated that fixed assets are a fundamental component of the production potential of an enterprise, the results of economic activity and the level of competitiveness depend on the efficiency of their use. In the accounting aspect, the interpretation of the category "fixed assets" is based on value, since all accounting objects (assets, equity, liabilities, income, expenses, performance results) must have a value expression. In the field of economics and management, fixed assets are considered from the standpoint of functional, process purpose and their functions in the business processes of the enterprise. It is proven that fixed assets have a significant impact in all areas of socio-industrial relations: economic, social, institutional and legal, managerial, accounting. The reliability of accounting data and the quality of management decisions directly depend on the correct classification, assessment and reflection of operations with fixed assets in the accounting system of the enterprise. Modern approaches to the audit of fixed assets are analyzed, its key tasks and problematic aspects of practical implementation are highlighted. To increase the efficiency of audit procedures, the stages of the audit of fixed assets are highlighted: 1) planning and familiarization; 2) checking the availability and condition of fixed assets; 3) checking transactions on the receipt, operation and disposal of fixed assets; 4) checking the correctness of the information reflected in the reporting; 5) the final stage. The sources of information used in the process of auditing fixed assets are detailed. The issues of organizing the internal control system, risk assessment and use of auditor's working documents are investigated. Scientific and practical recommendations are proposed for improving audit procedures, which will contribute to increasing the efficiency of asset management and ensuring the economic security of the enterprise.

ARTIFICIAL INTELLIGENCE IN COUNTERING DISINFORMATION IN THE SYSTEM OF MARKETING MANAGEMENT DURING THE WAR AND ECONOMIC RECOVERY OF UKRAINE

Oleksandr Cherep, Svitlana Markova, Anatolii Leshchenko — Fri, 31 Oct 2025 00:00:00 +0200

The article examines the possibilities of applying artificial intelligence (AI) in the system of marketing management for effective counteraction to disinformation in the context of war and economic recovery in Ukraine. The focus is on analyzing both international and domestic experiences of implementing AI technologies, particularly algorithms for personalizing advertising messages, the use of chatbots, deep learning systems, and tools for detecting manipulative and fake content. It is demonstrated that AI significantly enhances the effectiveness of marketing strategies, ensures the reputational stability of companies, and contributes to information security amid complex socio-political challenges. At the same time, the article highlights the main problems faced by Ukrainian enterprises in implementing AI: insufficient funding, a shortage of qualified specialists, risks of algorithmic bias, and an urgent need to develop ethical and legal norms regulating the use of artificial intelligence. The article also provides examples of successful AI applications in the USA, European Union countries, and Asia, where AI technologies are used to automatically detect and filter disinformation in marketing communications, which increases consumer trust and protects brands from the negative impact of fake news. Special attention is given to adapting these advanced practices to the Ukrainian context, considering the unique challenges related to military actions and the need for economic recovery. A number of recommendations are proposed regarding the development of a regulatory framework, the improvement of marketers' and IT specialists' qualifications, and the stimulation of innovations in the field of digital technologies, which will enable the creation of responsible, transparent, and effective artificial intelligence in the system of marketing management in Ukraine. The results obtained have significant practical value for businesses, government institutions, scientific and educational establishments, contributing to the sustainable development of information security and digital transformation of the country in the context of post-war recovery.

ASPECTS OF ACCOUNTING FOR INTANGIBLE ASSETS IN AGRICULTURAL FORMATIONS

Mariya Chik — Fri, 31 Oct 2025 00:00:00 +0200

The task of accounting for intangible assets in agricultural formations is studied. The features of recognizing intangible assets in a business entity are identified. A systematic approach is defined as the basis for considering the problem of accounting for intangible assets. The reasons for the ambiguous understanding of the economic nature and legal content of intangible assets are identified. The definition of “intangible asset” specified in the National Accounting Regulation (Standard) 8 “Intangible Assets”, International Accounting Standard 8 “Intangible Assets” and the Tax Code of Ukraine are presented and compared. Groups of criteria for the appropriateness of recognizing intangible assets are analyzed. The units of accounting for intangible assets used by business entities in organizing their accounting are studied. Groups of intangible assets are presented in the following categories: accounting sub-accounts defined by the Instructions on the application of the Chart of Accounts for Accounting of Assets, Capital, Liabilities and Business Transactions of Enterprises and Organizations; groups of intangible assets in accordance with the Tax Code of Ukraine. It has been determined that Agrarian formations, taking into account the specifics of their activities, can detail the specified groups by applying additional sub-accounts to the accounts for accounting for intangible assets. The main types of intangible assets in the agricultural sector are characterized. The strategic importance of intangible assets in the agricultural sector has been detailed researched. It has been established that the correct identification of intangible assets and their proper assignment to the appropriate accounting groups is a key condition for both accounting and tax reporting.

STAGES OF DEVELOPMENT OF DIGITAL TRANSFORMATION: FROM INITIATION TO MATURE ECOSYSTEM

Oksana Shatilo — Fri, 31 Oct 2025 00:00:00 +0200

The article examines the main stages of the development of digital transformation. It is considered that the concept of «digitalization» is broader in its meaning than digitization and focuses not only on the transfer of information into digital form. It is noted that digitalization is a prerequisite for the emergence of digitalization. It is substantiated that the result of the active implementation of digitalization is the formation of a digital economy. It is described that the digital economy demonstrates a qualitatively new business model based on the use of the latest digital technologies. However, for its effective functioning, digitalization of processes alone is not enough. A more comprehensive process is needed - digital transformation, which involves global changes in management and technological approaches to enterprise development. It is noted that digital transformation is changes caused by the introduction and use of digital technologies, where digital technologies are not the goal of digital transformation, but a means that allows achieving certain goals, solving problems, etc. It is worth noting that digital transformation occurs in stages. That is why experts identify four key stages of its development, each of which is tied to a specific technological breakthrough: The first stage in the 1970s and 80s was marked by the emergence of integrated circuits, which reduced and significantly accelerated calculations. The second phase in the 1990s and 2000s saw the emergence of interconnected digital processes. The third stage began in 2010, characterized by the emergence of cheap sensors that are combined into wireless networks, which provide new opportunities in the development of monitoring systems. The fourth stage, which began in 2015 and is called Industry 4.0, is marked by the emergence and development of artificial intelligence. A comparative description of the essence of the concepts of «digitization», «digitalization», «digitalization», «digital economy» and «digital transformation» is carried out. Key stages of the development of the digital transformation process are proposed.

METHODOLOGY FOR ASSESSING THE FORMATION OF FINANCIAL FLOWS OF ENTERPRISES

Yurii Montyka — Fri, 31 Oct 2025 00:00:00 +0200

The article examines the method of assessing the formation of financial flows of enterprises - modern business models. Their flexibility allows companies to reduce costs, work more efficiently with customers and create new opportunities for growth. Thanks to this, modern business models (digital enterprises, SaaS, subscription models, marketplaces, etc.) become the driver of economic growth. In the conditions of rapid changes in the market and the impact of digitalization, traditional approaches to the assessment of financial flows are ineffective. The author offers his version of the adaptation of the traditional evaluation method using the coefficient method, which is based on the calculation of a certain set of financial indicators, to evaluate the formation of financial flows of the marketplace taking into account the specifics of this business model. The results of the study provide marketplaces with an effective tool to increase competitiveness in the market. Modern business models, which are constantly evolving under the influence of technological changes, globalization and changing consumer preferences, pose new challenges for enterprises in the field of financial management. In this context, the issue of assessing the formation of financial flows is important, which requires adapting traditional assessment methods to new business conditions. Traditional approaches to the formation of financial flows are often based on established models that assume the stability of income and expenses, but do not take into account the specifics of such innovative models, which are characterized by the instability of income, high variability of costs for attracting customers and constant changes in demand, which complicates the forecasting of financial flows. In addition, modern enterprises are faced with the need to take into account various factors that affect the formation of financial flows: a changing cost structure, the need for investments in technology, requirements for ensuring a high level of customer service and maintaining their loyalty.

FINANCIAL AND INVESTMENT INSTRUMENTS AS THE BASIS FOR THE TRANSFORMATION OF THE INVESTMENT ENVIRONMENT IN UKRAINE IN THE CONTEXT OF WAR

Olha Rymar — Fri, 31 Oct 2025 00:00:00 +0200

The relevance of this study is driven by the profound transformational shifts in Ukraine’s economy caused by the armed aggression of the Russian Federation. Under such conditions, the urgent task is to design an effective model of investment development capable of adapting to wartime realities and ensuring economic stabilization and post-war recovery.The purpose of this article is to conduct a comprehensive study of the role of financial and investment instruments in modernizing Ukraine’s investment policy during the war, as well as to develop practical approaches for attracting international capital aimed at restoring critical infrastructure and supporting key sectors of the national economy. The study applies system-based, structural-functional, comparative, institutional, and economic analysis methods. Particular attention is given to evaluating the dynamics of foreign direct investment (FDI), the role of government support, and the deployment of modern investment tools such as the “investment nanny” mechanism, blended finance, political risk insurance (MIGA, DFC), and crowdfunding platforms. The findings reveal that, despite the ongoing security crisis, Ukraine demonstrates notable adaptability in its investment environment, while the private sector remains active through M&A deals, digital transformation, and international market expansion. The research emphasizes international support initiatives such as the Ukraine Investment Framework, the Reconstruction Investment Fund, DFC programs, and the participation of Poland, Slovenia, Japan, and Canada in financing reconstruction efforts. The authors argue that strategic partnerships with international financial institutions and transnational corporations are essential to shaping a new investment model for Ukraine. The practical value of the study lies in identifying specific policy directions to stimulate the national investment climate, expand investor support tools, and create conditions for sustainable long-term growth and integration into the European economic space. In particular, the paper outlines steps for building a resilient financial system, enhancing risk insurance frameworks, synchronizing donor resources with national priorities, and supporting green and innovation-driven investments in energy, infrastructure, and defense-related industries.

RESEARCH ON CURRENT TRENDS AND INNOVATIVE TECHNOLOGIES IN THE EXCURSION SECTOR OF UKRAINE

Kostyantyn Nakonechnyy, Mariіa Palamaryuk — Fri, 31 Oct 2025 00:00:00 +0200

The excursion sector of Ukraine is undergoing dynamic transformations driven by global tourism trends, technological advancements, and the need to adapt to the evolving demands of both domestic and international tourists. This article presents a comprehensive analysis of current trends and innovative technologies shaping the development of the Ukrainian excursion industry. The study examines post-pandemic recovery strategies, the digitalization of excursion services, and the integration of smart technologies such as augmented reality (AR), virtual reality (VR), and geolocation-based applications aimed at enhancing visitor engagement and accessibility. Particular attention is paid to the growing importance of personalized and thematic excursions, sustainable tourism practices, and the role of digital platforms in marketing and customer interaction. The paper also explores government initiatives, public-private partnerships, and educational programs that support innovation in the tourism sector. Empirical data were gathered through surveys of excursion service providers, analysis of statistical reports from national tourism agencies, and case studies of successful innovative practices implemented in different regions of Ukraine. The results reveal an increasing shift towards hybrid and immersive formats of excursion delivery, improved mobile accessibility, and greater emphasis on eco-friendly and culturally enriching experiences. However, the research also identifies existing challenges, including infrastructure limitations, unequal access to technology in rural areas, and a lack of standardized digital tools across the industry. Based on the findings, the article proposes a set of recommendations for stakeholders, including tour operators, policymakers, and technology developers, to foster innovation and ensure the competitiveness of Ukraine’s excursion services in the global tourism market. This study contributes to the academic discourse on tourism modernization and serves as a valuable resource for practitioners seeking to implement effective, future-oriented solutions in the excursion domain.

BRAND BUILDING STRATEGIES IN THE AGE OF SOCIAL NETWORKS

Iryna Kalina, Nataliia Shuliar, Bohdan Melnyk — Fri, 31 Oct 2025 00:00:00 +0200

The word "brand" defines the image or identity of a product, service, company, or individual. The main goal of creating a brand is to build trust and loyalty among consumers who choose the product or service of this particular company. In the 21st century, social networks have become a key space for communication, content consumption, and public opinion formation, which has significantly transformed the role of the brand in the information society. A brand is no longer just a visual or verbal image formed by a company's marketing department - it becomes a living social organism that interacts with its audience in real time. Particular attention should be paid to the phenomenon of decentralization of brand control: social media users are becoming not just consumers of content, but its active creators, directly influencing the brand image through reviews, publications, hashtags, videos, and memes. Thus, branding is no longer a one-way process-it is becoming a co-creation where success depends on the brand’s ability to react, listen, and respond. Research also points to the growing importance of personalization, micro-influencers, and the importance of a brand’s ethical stance on socially significant issues. All of this is shaping a new paradigm in which a brand must not only sell, but also participate in the cultural and social life of its audience. The article is devoted to the study of brand building strategies in the era of social networks, characterized by dynamic changes in the interaction between brands and audiences. It examines key approaches to the formation of brand identity, in particular the use of content, interactive communications and the influence of opinion leaders. Modern trends such as personalization, authenticity, and user-generated content integration are analyzed, as well as their impact on consumer loyalty. Special attention is paid to the role of social media data analytics in optimizing branding strategies. Based on empirical data and case studies of leading companies, the article offers recommendations for the effective use of social platforms to strengthen the brand in the digital economy.

GENDER STEREOTYPES AND SEXISM IN ADVERTISING CAMPAIGNS OF GAMBLING COMPANIES

Yaroslav Korpochenko, Zlata Tiahunova — Fri, 31 Oct 2025 00:00:00 +0200

The article presents an interdisciplinary analysis of gender stereotypes and sexism in advertising campaigns of gambling companies. It examines verbal and visual communication strategies that combine the aesthetics of risk, victory, and status with the sexualization of female bodies, creating a cultural matrix that reinforces symbolic inequality. Key patterns of advertising content are identified: objectification, decorativeness, reduction of women’s roles, and hypermasculinity of male representations. The study explores the impact of these strategies on self-esteem, behavioral models, and the psycho-emotional state of the audience, including the development of anxiety, depressive disorders, inferiority complexes, and inner frustration due to the incongruity with media ideals. It is established that gambling advertising functions as a mechanism of symbolic violence, integrating into everyday consciousness through the repetition and normativity of images, reinforcing a patriarchal hierarchy in public communication. The article analyzes the regulatory context of Ukraine and reveals a normative gap: the legal prohibition of discriminatory statements in advertising is not accompanied by clear restrictions on sexualization or the use of gender stereotypes. The absence of specialized monitoring bodies and practical mechanisms for responding to sexism in advertising limits institutional capacity to counteract discriminatory strategies. International approaches are examined, particularly Recommendation CM/Rec(2019)1 of the Council of Europe, which combines prohibitions with educational measures, support for alternative representation models, and the development of an ethical culture in the advertising industry. The study highlights underexplored areas of the Ukrainian context: the influence of gambling advertising content on youth audiences, the relationship between sexualized imagery and the formation of gender role attitudes, and the effectiveness of institutional control. The need is substantiated for combining cultural, regulatory, and educational mechanisms to counteract sexism in advertising, integrating media literacy, developing ethical education, and promoting alternative models of representation that move beyond traditional scenarios.

DETERMINING THE EFFICIENCY OF THE MARKETING SYSTEM BASED ON PRODUCTIVITY AND ORGANIZATION INDICATORS

Volodymyr Maistrenko — Fri, 31 Oct 2025 00:00:00 +0200

The article analyzes the effectiveness of the marketing system based on the analysis of the performance indicators of marketing activities and the level of organization and functioning of the marketing system as a whole. The research is aimed at determining the effectiveness of the marketing strategy and activities of the enterprise in general. Performance evaluation is the main component of the successful operation of the enterprise. This approach involves evaluating various aspects of marketing activities to determine effectiveness and improve strategies and tactics. The analysis of performance indicators of marketing activities includes the evaluation of the results of marketing campaigns, such as sales volumes, profitability, market share, profit, etc. This analysis helps determine how effective specific marketing strategies and activities are. Evaluating the effectiveness of the marketing system helps companies adapt their marketing strategies, maximize results and achieve greater competitiveness in the market. Evaluation of the effectiveness of the marketing system in the vegetable market based on the analysis of performance indicators of marketing activities and the level of organization and functioning of the marketing system as a whole is important for enterprises operating in this field. The analysis of performance indicators of marketing activities on the vegetable market includes the evaluation of the results of marketing campaigns and activities aimed at the sale and promotion of vegetables. These are sales volumes of various types of vegetables, profitability, market share, effectiveness of advertising campaigns and other indicators. Analyzing this data helps determine which marketing efforts are working best and where improvements can be made. Analysis of the level of organization and functioning of the marketing system as a whole in the context of the vegetable market evaluates how well the enterprise is organized to work in this market. This is an assessment of the internal structure of the marketing department, the interaction between different divisions of the company, as well as the processes of making strategic decisions in the field of marketing. Evaluating the effectiveness of the marketing system in the vegetable market helps enterprises adapt their strategies and measures to the specifics of this market, improve results and increase their competitiveness.

ARTIFICIAL INTELLIGENCE TECHNOLOGIES IN DIGITAL ADVERTISING OF RETAIL ENTERPRISES

Daniil Nikolaiev — Fri, 31 Oct 2025 00:00:00 +0200

Features and development trends of retail trade enterprises demonstrate significant changes in the context of digitalization, difficult economic and military situation in Ukraine. The article explores the impact of artificial intelligence (AI) technologies on the effectiveness of digital advertising in the retail sector. The relevance of the study is driven by the rapid evolution of digital marketing, growing competition among enterprises, and the need to adapt to changing consumer behavior. The hypothesis of the research assumes that the implementation of AI tools significantly increases advertising campaign efficiency through personalization, automation, and analytical optimization. To verify the hypothesis, the study applied structural-functional, comparative, and systems approaches, as well as case analysis of companies such as Amazon, Walmart, Alibaba, Rozetka, and EVA. In the article there was considered the state of the global retail market from 2019 to 2023, the factors influencing the global retail market are analyzed and the place of the domestic retail market is determined. The current dynamics of development of the retail market in Ukraine, the structure of trade turnover are considered. The rapid digital transformation has positioned AI as a critical tool for retail enterprises, enhancing digital advertising through technologies such as machine learning, natural language processing (NLP), data analytics, computer vision, and recommendation systems, which optimize marketing strategies by improving targeting precision, automating processes, and personalizing consumer interactions. Conclusions affirm AI’s role in boosting marketing efficiency and resilience, while challenges like data quality, system integration, and ethical concerns around privacy are noted. Future research could investigate these ethical implications, long-term consumer behavior shifts, and broader omnichannel advertising applications to further refine AI’s role in retail. AI tools like predictive analytics and chatbots are revolutionizing digital advertising in Ukraine, enabling retailers to deliver personalized experiences and optimize marketing strategies.

APPLICATION OF INBOUND MARKETING IN THE B2B SPHERE: OPPORTUNITIES, IMPLEMENTATION PROCESS AND LIMITATIONS

Oleksandr Ustian — Fri, 31 Oct 2025 00:00:00 +0200

The purpose of the article is to study the possibilities of applying inbound marketing in the B2B sector. During the research, the following research methods were used: abstract-logical, systemic-structural, method of analogies, structured and unstructured observations. B2B marketing has traditionally received less attention from the scientific community, as there is a widespread belief that industrial markets are more conservative and stable compared to consumer markets. However, recently, the scale of changes in the business environment has led to significant changes in the nature of markets and marketing activities in the markets of consumer organizations. Therefore, the specifics of applying the inbound marketing approach, which is currently popular among marketers, in the B2B sphere remain poorly studied. This article identified the features of inbound marketing in the B2B sector. It was pointed out that B2B markets, where there were a large number of potential customers, were quite similar to consumer markets for high-value durable goods. Accordingly, marketing approaches from consumer markets could be more actively applied to them. The process of implementing inbound marketing was described. It was stressed that content creation in the B2B sphere may be difficult because the target audience had high expectations for content and difficulties competing for attention with fun and entertaining types of content. The main content distribution channels within this approach were also described (SEO, SMM, email and messengers, banner ads, third parties’ media resources). The possibilities of applying inbound marketing to work with the existing customer base were identified. The limitations of the application of this approach were analyzed and alternative approaches were indicated. In particular, it was stressed that using inbound marketing considered involving significant resources and couldn’t provide fast results. The results of the conducted research can be valuable for enterprises operating in the B2B sector for structuring marketing activities and increasing the effectiveness of marketing policy in the current turbulent economic conditions.

MANAGEMENT OF ECONOMIC SUSTAINABILITY OF THE ENTERPRISE: PRINCIPLES, STAGES, APPROACHES, STRATEGIES

Lina Artemenko, Anastasia Petrenko — Fri, 31 Oct 2025 00:00:00 +0200

The subject of this study is the development of an effective management system for the economic sustainability of the enterprise, which takes into account modern challenges and peculiarities of business functioning. The work uses the methods of system analysis, comparison, generalization, and modeling to study the principles, tasks, and approaches to managing economic sustainability, as well as identifying the main requirements for an effective sustainability management system. The results of the study indicate the need to integrate the principles of adaptive management and the use of functional, situational, system and process approaches. The practical significance of the results lies in the creation of a universal mechanism for the formation of an economic stability management system capable of ensuring the dynamic balance of the enterprise and increasing its competitiveness in conditions of an unstable environment.

COMPORATIVE STUDY OF WATER-SUPPLY MODELS IN UKRAINE AND SOME G7 COUNTRIES

Andrii Pedko, Oleksii Yemelianov — Fri, 31 Oct 2025 00:00:00 +0200

This article benchmarks general government spending on the drinking water supply sector in Ukraine against five G7 countries: France, Germany, Italy, Japan, and the United Kingdom for fiscal year 2023. Consolidated G7 figures are drawn from OECD SNA Table 11 (COFOG function 06.3 “Water supply”). For Ukraine, detailed programme data from the OpenBudget portal are employed: all transactions under code 6013 are aggregated and then apportioned between water supply and sewerage by a 52 % / 48 % coefficient empirically derived from the 2023 Monitoring Report of the national regulator NEURC, which summarizes operating and capital costs of the ten largest utilities and hence reflects nationwide cost distribution. Currency conversion is carried out at the average interbank exchange rate for 2023. Results show that Ukraine allocates €0.28 billion to drinking water supply - ten and a half times less than France but this outlay constitutes 0.17 % of Ukraine’s GDP, more than double the G7 average share of 0.05 %. In per capita terms the Ukrainian level equals 7.5 euro, whereas the average G7 mean is roughly 21 euro. Such a configuration evidences a “fiscal trap of under investment”: the budget shoulders the heaviest relative burden while providing the lowest individual funding, a combination that perpetuates ageing infrastructure and high leakage rates. Cluster analysis indicates that successful G7 models exhibit full operating cost recovery through tariffs and channel public transfers toward innovation, environmental compliance, or targeted social vouchers, thereby leaving fiscal space for broader investment programmes. The paper recommends a three track reform agenda for Ukraine: first, a phased transfer of operating and energy costs into the tariff structure paired with means tested subsidies for vulnerable households; second, accelerated mobilization of extra budgetary finance - green municipal bonds, climate fund grants, and concession contracts to fund network modernization; third, ring fencing central government allocations for large scale upgrades of purification plants, metering, and digital leak detection. These steps are expected to align Ukrainian practice with OECD benchmarks, reduce the GDP share of budget spending to 0.07 %, and raise per capita funding toward the lower G7 range within a medium term horizon. The study thereby contributes fresh evidence to the discourse on fiscal sustainability of water utilities in transition economies and offers a replicable methodology for harmonizing national budget data with international COFOG classifications.

IT SPHERE OF UKRAINE AS AN INDICATOR OF THE DEVELOPMENT OF INNOVATIVE ENTREPRENEURSHIP

Tetiana Stroiko, Vadym Myronenko, Dmytro Bondar — Fri, 31 Oct 2025 00:00:00 +0200

The article explores the role of the IT sector as a key indicator of the development of innovative entrepreneurship in Ukraine. The theoretical and methodological foundations of the definition of the concept of "IT sector" from the standpoint of functional, industry and institutional approaches are revealed. It is proven that the modern IT sector acts as a system-forming element of the digital economy, ensuring the structural transformation of the business environment, increasing the efficiency of economic processes and strengthening the competitive positions of the state in the global technological space. The article emphasizes that information technologies increasingly affect the dynamics of macroeconomic indicators, in particular, GDP growth, the speed of information circulation, cost rationalization and increased transparency of management decisions. An approach to considering the IT sector as a complex multi-level system of technological, economic and social relationships that ensure the generation, processing, storage and use of information as a strategic resource of the post-industrial economy is formulated. Based on the generalization of statistical data from the State Statistics Service of Ukraine, the key trends in the development of information and communication technologies in 2021–2025 were analyzed. It was found that, despite the reduction in the number of enterprises with access to the Internet, there is an increase in the digital involvement of personnel, the spread of fixed connections and an increase in the share of companies using cloud services. This indicates a structural renewal of the business environment and a gradual transition to a more sustainable digital model of functioning. Particular attention was paid to the analysis of the state of the Ukrainian IT market in 2025, which continues to function in conditions of prolonged martial law. It was determined that the industry demonstrates high adaptability and stability due to flexible forms of employment, the development of outsourcing models, the relocation of companies and the digital flexibility of teams. At the same time, a personnel shortage was recorded in high-tech areas (AI, DevOps, Data Science, cybersecurity), which necessitates the activation of internal training programs, retraining and the involvement of young specialists. It is confirmed that the IT sphere of Ukraine is becoming a strategic indicator of the development of innovative entrepreneurship, reflecting the level of technological readiness of the economy to global challenges and forming the prerequisites for the creation of an information society. Its further development requires the coordination of state innovation policy with corporate strategies of digitalization, the formation of sustainable investment channels and the strengthening of human capital.

THE FUNCTIONAL MISSION OF TAX SYSTEMS IN ENSURING ECONOMIC GROWTH IN EU MEMBER STATES

Liudmyla Teplova — Fri, 31 Oct 2025 00:00:00 +0200

The paper examines the functional mission of EU tax systems in fostering economic growth, emphasizing their evolution from a primarily fiscal role toward an integrated framework that also performs allocative, redistributive, and stabilizing functions. It highlights cross-country differentiation in tax structures, the pressures of tax competition, and the policy context of digitalization and the green transition. Pupose. To develop a conceptual framework explaining how the configuration of tax instruments (mix of direct/indirect taxes, tax burden, environmental taxation, and digital administration) transmits to growth via investment, labor utilization, and productivity, and to outline principles of balanced tax policy and harmonization relevant to the EU and Ukraine. The study synthesizes theory and evidence to show that growth-friendly systems rely more on consumption and recurrent property taxes while limiting distortions from corporate and labor taxation; automatic stabilizers and well-designed discretionary measures support macroeconomic resilience; digital tax administration (e-invoicing, e-reporting, risk-based compliance) reduces gaps and increases revenue stability; and green taxation and CBAM can align decarbonization incentives with competitiveness when paired with targeted compensation and investment support. The combination of direct and indirect taxes and taxation models, namely proportional, progressive and regressive, are analysed. Their impact on entrepreneurship and innovation is indicated. The approach combines a theory driven synthesis with comparative profiling of member states and a channel based logic model that links policy parameters to macroeconomic outcomes. In practical terms, the framework yields diagnostics and implementation checklists that help sequence reforms, calibrate country specific tax mixes, and prioritize digital investments within fiscal and institutional constraints. A balanced, transparent, and flexible tax design, combining an efficient tax mix, strong administration, and credible green incentives, best reconciles growth, equity, and sustainability goals. The framework offers practical orientations for EU policy coordination and for Ukraine’s tax integration trajectory.

ANALYSIS OF THE FEATURES OF THE INNOVATIVE DEVELOPMENT OF THE WORLD WOODWORKING INDUSTRY AND THEIR IMPACT ON EXPORT ACTIVITIES

Alla Dunska, Sofia Burlinhas-Oplakanets — Fri, 31 Oct 2025 00:00:00 +0200

The article investigates the fundamental trends shaping the innovative trajectory of the global woodworking industry, a sector crucial for international trade and economic resilience. The primary objective is to identify how these global innovations influence the competitive capacity and export operations of companies, particularly those transitioning into high-standard markets. The study focuses specifically on two dominant and interconnected drivers: environmentalization and digitalization. Environmentalization encompasses the shift towards sustainable forestry, circular economy models, increased use of certified raw materials (e.g., FSC), and the adoption of resource-efficient and low-emission production technologies (green innovations). Digitalization covers the integration of Industry 4.0 technologies, including automation, IoT implementation, Big Data analytics for supply chain optimization, and the adoption of advanced robotics in production processes like robot-wound veneer manufacturing. A detailed comparative analysis was conducted, contrasting the principal factors and institutional drivers stimulating innovation activity within the woodworking enterprises of Ukraine and the European Union. This comparison revealed significant regulatory and technological disparities (gaps) between the two regions, which represent critical barriers for Ukrainian exporters seeking to access the demanding and highly regulated EU market. Key barriers identified include discrepancies in technical standards, complex certification requirements, and insufficient access to financing for deep technological modernization. Based on the comprehensive assessment of external market barriers and the internal strategic potential of domestic enterprises, the authors developed a set of practical, targeted recommendations. These measures are designed to enable Ukrainian woodworking companies to successfully navigate the stringent non-tariff and environmental requirements of the EU market, thereby promoting integration into European value chains. The proposed strategies include prioritizing investment in internationally recognized environmental certification, establishing a clear strategy for technological modernization focused on advanced automation, fostering public-private partnerships to facilitate digital transformation initiatives, and aligning product development with the circular economy principles. Implementing these recommendations is expected to significantly enhance the international competitiveness and export efficiency of the Ukrainian woodworking sector, ensuring its sustainable presence on the global stage.