Український економічний часопис

MANAGEMENT OF THE ASSORTMENT AND PROMOTION OF GOODS IN THE CONDITIONS OF MARKET TRANSFORMATIONS

Oleksandr Bilotserkivskyi — 2025-05-30

Introduction. Processes associated with market transformation have led to fundamental changes in the economy, related to the reform of property relations, the development of entrepreneurship and the formation of competitive relations. In such conditions, the question of ensuring the competitiveness of enterprises arises, one of the ways of which is to improve the management of the assortment and promotion of goods. Purpose. The article is devoted to the study of topical issues of assortment management and product promotion in modern conditions, which are characterized by the deepening of market transformation processes in the economy, and the development of an approach to assortment management and product promotion based on a two-factor ABC analysis of the assortment. Methods. Systematization methods were used to generalize the views of scientists on issues of assortment policy and product promotion, the method of classifying products based on two-factor ABC analysis of the assortment - to divide the assortment of products into categories, the matrix method - to visualize its results. In order to determine the tasks in the field of assortment management and product promotion, it was proposed to apply a situational approach. Results. It is established that the management of the assortment and promotion of goods plays an important role in ensuring the competitiveness of the enterprise. It is proved that measures to optimize the structure of the assortment and promotion of goods should be logically and organically interconnected. An approach to the management of the assortment and promotion of goods based on two-factor ABC analysis with visualization of the results in the form of a matrix is proposed. The zoning of the matrix of the two-factor ABC analysis of the assortment is considered and the tasks of managing the assortment and promotion of goods depending on the sector of the matrix are identified. Conclusion. The developed approach to managing the assortment and promotion of goods can be used to categorize the company's goods. Displaying its results in the form of a matrix allows you to clearly display the position of each product or product group in the assortment, which becomes the basis for determining the tasks of managing the assortment and promotion.

DEVELOPMENT OF THE CIRCULAR ECONOMY IN THE EU: TRENDS, CHALLENGES, AND PROSPECTS

Andrii Glushchenko — 2025-05-30

Introduction. This article explores the development of the circular economy in the European Union as part of the broader "green" transformation of the economy. The focus is on the stages of development of the circular economy in EU countries, the tools and regulations used to promote its growth, the results achieved so far, and the goals for the future. The article examines how circular economy practices have evolved within the EU and what lessons can be drawn for other countries, including Ukraine, especially in the context of European integration. Purpose. The purpose of this research is to analyze the key phases of the circular economy’s development in the EU, identify the regulatory and institutional instruments that have supported its growth, evaluate the progress made, and outline future objectives. The study also aims to make conclusions about the European experience that could be beneficial for Ukraine as it moves toward European integration and strives to implement EU standards. Methods. The study uses a combination of qualitative and quantitative methods, including the review of EU policy documents, official reports, case studies, and academic publications. A comparative approach is used to analyze the implementation of circular economy practices in various EU member states, focusing on regulatory frameworks, financial instruments, and strategic actions. Results. The article identifies the key phases in the EU’s transition to a circular economy, from early regulatory efforts to the establishment of comprehensive frameworks such as the European Green Deal and the Circular Economy Action Plan. Several successful initiatives, such as the adoption of eco-design principles and waste management improvements, have significantly contributed to reducing resource consumption and waste generation. However, the study also highlights ongoing challenges, including regulatory fragmentation and the need for increased investment in circular technologies. The article outlines the EU’s future goals for further advancing circular economy practices, including enhancing digital solutions and fostering cross-sectoral cooperation. Conclusion. The study concludes that the EU’s experience with circular economy development provides valuable lessons for Ukraine’s future integration into the European Union. The key recommendations for Ukraine include adopting similar regulatory frameworks, investing in green technologies, and improving public and private sector collaboration. By following the EU’s approach, Ukraine can align itself with European environmental standards and contribute to a more sustainable future.

DEVELOPMENT OF HYDROGEN ENERGY IN THE CONTEXT OF TRANSITION TO A GREEN ECONOMY: GLOBAL TRENDS AND PROSPECTS FOR UKRAINE

Kateryna Hnedina — 2025-05-30

Introduction. This article is dedicated to studying the current state, global trends, and development prospects of hydrogen energy in Ukraine. The relevance of this research is determined by the key role of hydrogen transformation in various industries, particularly in the fuel and energy sector, amid the country’s economic decarbonization. Purpose. The purpose of this research is to identify global trends, challenges, and specific features of hydrogen energy development in the context of decarbonization, hydrogen transformation, and the transition to a green economy in Ukraine. Methods. The research employs various methods, including analysis and synthesis, induction and deduction, abstraction and concretization, comparison, and graphical methods. Results. The research identifies the key advantages and potential opportunities of using hydrogen as a universal energy source. It outlines the total value of the global hydrogen technology market and the distribution of different types of hydrogen based on their production methods. The research highlights global trends in modernization and innovation within the hydrogen economy. Regional features of hydrogen transformation in different countries are identified, with a detailed analysis of the experience of foreign countries in developing, implementing, and supporting hydrogen technologies. Additionally, the study explores Ukraine’s potential for producing environmentally friendly "green" hydrogen. The role of hydrogen transformation in Ukraine’s economy is examined in the context of European integration processes and national defense capabilities. Furthermore, the research identifies key barriers that hinder the development of Ukraine’s hydrogen economy. Conclusion. Based on the research findings, several tools are proposed to stimulate the development and implementation of hydrogen technologies in Ukraine. These include improving the regulatory framework, developing financial and fiscal incentives for economic decarbonization, expanding hydrogen infrastructure, and constructing large-scale electrolyzers to produce hydrogen using renewable energy sources.

FORECASTING THE BEHAVIOR OF INVESTORS THROUGH THE PRISM OF APPLYING THE LATEST CONTRACTUAL TOOLS IN THE CONCEPT OF GAME THEORY

Roman Gumeniuk — 2025-05-30

Introduction. The relevance of the article is predetermined by the insufficient attention of Ukrainian and foreign scientists to the possibility of using the mathematical apparatus of game theory to predict the behavior of subjects of investment activity, depending on the existence and proper formatting of contractual relations between them. Purpose. The purpose of the article is based on game theory to establish the dependence of the investor's behavior on the presence of properly executed contractual obligations. Methods. The methods of mathematical analysis were applied in the article to model the behavior of investors in the case when for failure to comply with the liabilities, sanctions are absent or improperly fixed, and in the case when for violation of liabilities, sanctions due to modern contractual instruments are clearly defined and effective in terms of their possible application. Results. The conducted research has demonstrated that the probability of fair execution by the parties of the liabilities will be high when using shareholders agreements, convertible loans, options, warranties and indemnities, liquidation preferences, restriction agreements (non-disclosure agreements, non-solicitation agreements, non-compete agreements) an effective mechanism for influencing the offender will be established. Conclusion. The role of contractual instruments to ensure financially secure relations in the system of attracting foreign investors is extremely important. Effective assessment of financial security in the system of attracting foreign investors should be carried out considering the availability and proper execution of contractual relations between them. It makes sense to develop in further scientific research an innovative methodology for assessing the level of financial security of business entities in the system of attracting foreign investments to Ukraine at the micro level taking into account the following factors: an integral indicator of property status, an integral indicator of liquidity; an integral indicator of financial independence; an integral indicator of business activity; an integral indicator of profitability and an integral indicator of applying contractual tools into the investment project.

THE EVOLUTION OF THE UNIVERSITY PHENOMENON IN THE DISCOURSE OF METAMODERNISM

Vladyslav Dzhus — 2025-05-30

Introduction. The university’s role in shaping intellectual, scientific, and cultural landscapes has evolved due to socio-economic development. Contemporary transformations challenge traditional higher education paradigms, necessitating a re-conceptualization beyond autonomous knowledge production. Purpose. This article investigates the evolution of the university phenomenon within metamodern discourse, tracing the transformation of its functions from classical educational to research-oriented and entrepreneurial models, interpreting these changes as responses to social, economic, and cultural challenges. Methods. The research employs historical and theoretical analysis, a critical review of literature on university development (focusing on entrepreneurial university and metamodernism), and comparative analysis of classical, research, and entrepreneurial models. The metamodern framework serves as an analytical lens for broader socio-cultural interpretation. Results. The study reveals a clear evolutionary trajectory driven by societal shifts and the increasing importance of knowledge and innovation. The entrepreneurial university is characterized by knowledge commercialization, innovation fostering, and engagement with industry and society, demanding flexibility and a proactive approach. Metamodernism provides a framework for understanding the complex dynamics, highlighting the tension between tradition and innovation, local and global perspectives, academic freedom and and pragmatism. Conclusion. The entrepreneurial university, embodying the metamodern era, merges academic excellence with economic development and social responsibility. While offering opportunities for innovation and progress, it presents challenges regarding commercialization and ethical standards. Universities must navigate these tensions by embracing a metamodern approach valuing tradition and innovation, fostering collaboration, and prioritizing social impact alongside economic gains.

EFFICIENCY OF ELECTRONIC SERVICES IN THE TAX ADMINISTRATION SYSTEM

Eva Erfan — 2025-05-30

Introduction. The article explores the efficiency of electronic services in the Ukrainian tax administration system in the context of digitalization and European integration. In the era of technological transformation, the ability of tax authorities to effectively manage processes via digital tools is of paramount importance for improving tax transparency and compliance. Purpose. The purpose of the study is to assess the functionality and effectiveness of digital services implemented by the State Tax Service of Ukraine, determine their role in international cooperation and integration into the European fiscal space, and identify strategic directions for modernization. Methods. The study employs methods of comparative analysis, synthesis, legal and institutional review, statistical generalization, and case study analysis to examine the current state and dynamics of electronic tax services. Results. The findings indicate that Ukraine has made substantial progress in implementing electronic tax administration tools, including the Taxpayer’s e-Cabinet, InfoTAX, and SAF-T UA. The analysis reveals positive trends in user engagement and document processing volumes, aligning Ukraine’s fiscal system with OECD standards such as BEPS, CbCR, and CRS. A comparative overview of international practices (e.g., Poland, Estonia, Australia) provides a benchmark for future reform. Moreover, the digital shift has contributed to the reduction of the administrative burden, increased operational transparency, and improved trust between taxpayers and the government. Integration of AI-based analytics and real-time reporting mechanisms is identified as a future opportunity. Conclusion. The study highlights the strategic importance of further digital transformation of Ukraine’s tax administration through investment in infrastructure, personnel training, and legislative alignment. It emphasizes the need to enhance cybersecurity, interoperability, and automation to ensure sustainable integration into the global tax ecosystem. Strengthening public-private partnerships and ensuring alignment with EU digital policy will further accelerate reform outcomes.

US-CHINESE TRADE ESCALATION

Tymur Kalchenko — 2025-05-30

Introduction. The research presented in the article demonstrates the causes, patterns and consequences of the trade and economic conflict currently unfolding between the USA and China. The purpose of the article was to study the specifics of the current phase of trade conflicts between the USA and the PRC and to determine the current and prospective consequences of tariff excavations for both regional and global development. Research methods include the active involvement of synthetic, retrospective analysis, the method from the general to the specific, etc. Results. It is noted that for both countries, a similar course of events is forced and entails not so much advantages as significant risks and threats. It is shown that both the United States and China today must constantly prove their leadership ambitions, asserting their own authority in regional and global contexts. But, as studies have shown, both countries, in addition to obvious leadership ambitions and economic potential, are characterized by significant problems in the development of the domestic market, from inflation and debt burden in the US to the crisis of overproduction and investment disincentives in China. It is determined that precisely because of this, countries have long tried to avoid a direct clash of interests and maneuver within the existing field of alternatives. It is established that as a result of the tariff escalation announced by the new US administration, China not only resorted to a mirror response, but also began to form a regional anti-American coalition with its subsequent expansion to the European continent. Conclusion. In this context, it is concluded that the future development of trade markets will directly depend on the effectiveness of the trade and economic conflict between the USA and China, and this, in turn, has already significantly dynamized the turbulence of stock indices, key currencies, and commodity prices. Thus, the author shows that, without achieving full globalization, trade markets are fragmenting and regionalizing again. And national governments are increasingly resorting to simplified autarkic models of protectionist regulation, implementing a model of restoring economic sovereignty and self-sufficiency.

INTERNAL AUDIT IN COUNTERACTING CORRUPTION AND FRAUD IN THE PUBLIC SECTOR OF UKRAINE

Volodymyr Kraievskyi — 2025-05-30

The article determines that the issue of combating corruption in state bodies requires a radical solution, since the finances of the budgetary sphere are an attractive object of attention for fraudsters and corrupt officials, and crimes in this area occupy a significant share in the structure of economic crime. Analysis of the interpretations of the terms "corruption" and "fraud" in international regulatory documents, domestic legislation, in the regulations of professional and public organizations, in modern dictionaries of economic and legal terminology provides an opportunity to offer an understanding of the concept of "corruption and fraud in the budgetary sphere." The results of the study revealed: the dynamics of the perception of corruption by citizens of the country and business; the level of prevalence of corruption in various areas of activity; methods of detecting fraud; units of a state body that have the highest risk of internal corruption and fraud; the dynamics of criminal proceedings related to corruption crimes for the period 2023-2024. It was established that the multifaceted nature of corruption relationships gives rise to the existence of various types, forms, models and causes of corruption, understanding which is necessary for developing effective methods of preventing and overcoming corruption. The need to involve internal auditors to counteract corruption manifestations and fraudulent schemes is justified, since it is they who understand the "weak" points in the activities of a state body and are familiar with the peculiarities of the manifestation of corruption risks and fraud in the budget sector. It has been established that the focus of internal audit should be on assessing internal control measures and methods of managing corruption risks; documenting and informing management and law enforcement agencies about the detection of suspicions or facts. We believe that the proposed approach to understanding the role of internal audit in combating corruption and fraud in public sector bodies of Ukraine will contribute to strengthening the synergy of efforts of state anti-corruption bodies and civil society institutions to finally overcome corrupt relationships in the sphere of public power.

SYSTEMIC RECONFIGURATION OF THE LOGISTICS COST STRUCTURE IN THE CONTEXT OF IMPLEMENTING THE PRINCIPLES OF ECOLOGICAL AND CLIMATE-RESPONSIBLE LOGISTICS

Volodymyr Kraievskyi — 2025-05-30

Introduction. Modern challenges of climate security, increasing regulatory pressure from international and national institutions, as well as the implementation of ESG principles necessitate a systematic rethinking of approaches to the organization of logistics of enterprises. One of the key aspects of such transformation is the reconfiguration of the structure of logistics costs, considering emission, energy and resource impacts. In traditional approaches, logistics costs are considered as a linear set of isolated items, which limits the possibilities of adaptation to changes in climate and environmental policy. Purpose. The purpose of the article is to substantiate a methodological approach to building a "green" logistics configuration of an enterprise by determining the systemic interdependence of cost subsystems, cost sensitivity to environmental interventions, and scenarios of strategic adaptation to climate challenges in the medium and long term. Methods. The study applied systemic, cross-functional and scenario approaches to the analysis of the structure of logistics costs in the context of greening. A matrix of interdependence of logistics subsystems was constructed, and the cost sensitivity of costs to key "green" management interventions was determined (transport electrification, circular packaging, energy-efficient warehousing, etc.). For the strategic justification of the adaptation of logistics systems, a qualitative scenario analysis (2030/2050) was used, which was supplemented with elements of normative-parametric modeling with an orientation to the requirements of environmental regulation (ISO 14064, GLEC Framework, CSRD). Results. The study proposes a conceptual framework for the formation of a “green” logistics configuration as an adaptive cost architecture that considers environmental, energy and regulatory factors. The systemic interdependence of logistics subsystems – transport, warehousing, IT logistics, packaging and processing – in the context of greening is substantiated. The level of cost sensitivity of subsystems to the implementation of “green” solutions, such as electromobility, circular packaging, energy-efficient infrastructure and digital decarbonization analytics is determined. Conclusion. The study proves that the transition to environmentally responsible logistics requires not only technical upgrades, but also a systemic reconfiguration of the cost structure. The key task for enterprises is to form an adaptive logistics architecture that responds to climate challenges by balancing economic efficiency, environmental performance and regulatory compliance. The proposed methodological and analytical tools can be used as a basis for implementing corporate ESG-strategies in the field of logistics and sustainable development of enterprises.

MODERN APPROACHES TO ACCOUNTING AND ANALYSIS OF THE COST OF FINISHED PRODUCTS

Olena Kudyrko — 2025-05-30

Introduction. Manufacturing enterprises constitute a significant segment of Ukraine’s economy. In the context of technological advancements and the implementation of modern accounting software, the need for accurate cost accounting is becoming increasingly important. The cost of finished goods directly affects pricing, financial performance, and tax liabilities. This highlights the relevance of studying cost accounting practices at domestic enterprises. Purpose. The main purpose of the article is to analyze key aspects of expense accounting and cost calculation of finished goods at manufacturing enterprises. It aims to identify efficient methods for allocating and managing production costs, ensuring accuracy in financial reporting and effective enterprise management. Methods. The study employs general scientific and economic analysis methods, including comparison, synthesis, grouping, and tabular presentation of data. National accounting standards and legislative acts regulating the cost accounting process in Ukraine were also used. Analytical tables were applied to examine the structure. Results. The article outlines the structure of production costs based on national standards and highlights the importance of maintaining analytical tables for monitoring and comparing costs over different periods. It also emphasizes the necessity of regular cost analysis and the automation of cost tracking systems to reduce human error and improve decision-making. The integration of modern technologies such as SCADA systems, IoT devices, and digital sensors enables real-time data collection from equipment, helping to form accurate cost structures. Furthermore, the study discusses the inclusion of third-party processing (tolling arrangements) into the cost of production and the importance of obtaining detailed reports from processors to justify expense allocation. Conclusion. Accurate cost accounting plays a critical role in ensuring financial transparency and operational efficiency in manufacturing enterprises. Implementing analytical tools and automation technologies significantly enhances the quality of cost control and financial planning. Enterprises should integrate cost analysis tools into their accounting systems and use technological solutions to improve production monitoring and optimize expenses. The article provides practical recommendations for improving the organizational and methodological support of accounting, which contributes to better financial results and compliance with tax legislation.

MANAGEMENT OF PERSONNEL AND OPERATIONAL ACTIVITIES OF A BANKING INSTITUTION: THEORETICAL AND PRACTICAL RECOMMENDATIONS IN THE CONDITIONS OF DIGITALIZATION OF THE ECONOMY

Valentina Kuksa — 2025-05-30

Introduction: The paper addresses the pressing issue of improving the human resource management system and operational activities of a banking institution in the context of economic digitalization, using the case of JSC CB "PrivatBank." The challenges of the modern financial market necessitate the search for new effective approaches to management and human resource administration that can ensure the bank’s competitiveness and sustainable development in a changing market environment. Purpose: The aim of the study is to develop theoretical foundations and practical recommendations for enhancing management processes through the integration of modern digital technologies into the personnel and operational activities of JSC CB "PrivatBank." Methods: The methodological basis of the research includes systems and comparative analysis, methods of comparison and expert evaluation, as well as the analysis of reports and statistical data on the activities of JSC CB "PrivatBank." Results: The main results of the study involve identifying key areas of the bank’s digital transformation, including the automation of HR processes, implementation of big data analytics, utilization of artificial intelligence tools, gamification, and remote staff training systems. In the field of operational activities, emphasis is placed on the centralization of back-office functions and operations, large-scale automation of routine tasks, and the use of IT solutions that help reduce costs, improve customer service quality, and enhance the efficiency of internal business processes. Conclusion: The conclusions note that digital technologies serve not only as optimization tools but also as catalysts for internal organizational changes within the banking institution. New digital solutions act as drivers of change in corporate culture, fostering an environment focused on innovation, flexibility, and continuous learning. The author proposes further implementation of flexible management models, digital platforms for staff development, CRM systems, and integrated IT infrastructures aimed at increasing the bank’s adaptability, innovation potential, and resilience to external challenges, risks, and threats.

PECULIARITIES OF FUNCTIONING AND ADAPTATION OF SMALL AND MEDIUM-SIZED ENTERPRISES IN UKRAINE’S TRANSPORT SECTOR UNDER MARTIAL LAW

Olena Levishchenko — 2025-05-30

Introduction. The full-scale Russian invasion of Ukraine in 2022 had a tremendous impact on the national economy, and the response of the transport sector was fragmentary and complicated, provoking serious disruptions. Small and medium-sized enterprises (SMEs), whose importance to the national transport sector has been growing since 2010, have faced new war related challenges such as damaged infrastructure, demand shocks and lack of labor. These SMEs are vital for employment, innovation, and resilience of Ukraine’s economy, and their survival during wartime is critical for ensuring both national functionality and future economic recovery. Purpose. The aim of the study is to assess the influence of martial law on the operational performance of SMEs in the transport industry and to identify key adaptation mechanisms that ensured business continuity under extreme conditions. Methods. The study is based on statistic data from 2019–2023 and qualitative analysis of industry reports. The study conducted using general and special scientific methods, statistical and comparative analysis methods to indicate changes in enterprise numbers, service volumes, employment and evaluates adaptation strategies; generalization for forming conclusions. Results. It was established, that in 2022, the number of small and medium transport enterprises declined by over 25% as the result of war and martial law. In 2023, SMEs in transport sector began to recover with a 7.1% increase in sector service volumes. Recovery The reason for the recovery of the SMEs growth is in fast adaptation of enterprises to wartime conditions, which included the following measures: reorienting logistics to the western borders, minimizing costs by reducing the workforce and optimizing the supplier network, increasing attention to domestic markets, exploring new foreign markets, and implementing digital tools. Digitalization was a key factor in maintaining efficiency and service continuity. It has been established that the implementation of GPS-control systems for the movement of vehicles, electronic document management, automated passenger service technologies, and logistics coordination platforms has significantly increased the efficiency of work in wartime conditions. Conclusion. Despite the immense pressures of wartime conditions, Ukrainian transport SMEs have demonstrated strong resilience and adaptability. Flexible business models and innovative solutions allowed Ukrainian transport SMEs enterprises to stabilize and begin gradual growth. Continued support for innovation and risk management is essential to ensure long-term recovery and competitiveness of Ukrainian transport SMEs.

ASSESSMENT OF EXCHANGE TRADING IN AGRICULTURAL DERIVATIVE CONTRACTS ON INTERNATIONAL ORGANIZED COMMODITY MARKETS

Andrii Maslo — 2025-05-30

Introduction. The article highlights the prerequisites for the emergence of international exchange trading in derivative contracts for agricultural products. Purpose of the study is to assess the current state of exchange trading in derivative contracts for agricultural products. Methods. The article applies methods of generalization, observation and comparison when studying trends in international exchange trading in derivative contracts on organized markets, as well as analysis and synthesis and statistical research methods when studying the dynamics and structure of exchange trading in derivative contracts for agricultural assets on international exchanges. Results. It is noted that an important role in the formation of international exchange trading in derivative contracts for agricultural products was played by the US commodity exchanges. It is noted that the Settlement method of closing futures contracts on commodity exchanges became an impetus for the rapid development of further trading in derivative contracts. Exchange trading in derivative contracts on international organized markets in the last twenty years has been developing and improving depending on the changing needs of market participants in the following areas. The assessment showed that since 2014, the volume of international trading on derivatives exchanges has increased 9.4 times. In 2024, a new maximum volume of exchange trading in derivatives contracts on international exchanges was recorded – 206.78 billion transactions. It is noted that exchange trading in derivative contracts for agricultural products is also characterized by stability and insignificant annual growth over the past 10 years. Conclusion. From 2014 to 2024, the volume of concluded exchange derivatives for agricultural products increased by 2.15 times. An assessment of the structure of international exchange trading in agricultural assets in 2024 indicates a significant role for derivative contracts for oilseeds (41.6%) and for various types of oil (16.6%). Other types of agricultural assets in the overall structure of international exchange trading in agricultural assets ranged from 0.7% to 5.9%. The main trends in international exchange trading in derivative contracts are noted: universalization, concentration, consolidation.

NEUROMARKETING AS THE BASIS FOR MARKETING SOLUTIONS: A NEW VISION OF CUSTOMER BEHAVIOUR

Ihor Momotkov — 2025-05-30

Introduction. In the context of rapid digital transformation and increasing competition in global markets, the study of consumer behaviour through the prism of emotional and cognitive responses has become a key challenge for marketers. Neuromarketing, a relatively new interdisciplinary field, is gaining significant attention for its ability to provide deeper insights into consumers' unconscious reactions and decision-making mechanisms. Purpose. The primary objective of this research is to demonstrate the relevance and practical applicability of neuromarketing tools in improving marketing decision-making processes, particularly in the area of personalised communication and emotional consumer engagement. Methods. The study is based on a synthesis of theoretical and empirical approaches to neuromarketing. A systematic analysis of the scientific literature, the principles of neuroeconomics and applied neuromarketing technologies such as EEG (electroencephalography), eye tracking and facial expression analysis were carried out. Attention is also given to ethical issues arising from the use of neurotechnologies in commercial activities. Results. The results of the study show that the integration of neuromarketing tools enables marketers to better understand consumers' hidden motives, emotional triggers and the effectiveness of advertising messages. The use of biometric and neurophysiological data helps to create more emotionally resonant content, which in turn increases the effectiveness of communication strategies, enhances brand loyalty and improves the overall user experience. In addition, the research highlights the growing role of emotion AI and neurointerfaces in real-time behaviour monitoring and feedback optimisation in digital environments. Conclusion. The author concludes that the implementation of neuromarketing tools is an effective means of achieving competitive advantage in customer interaction. In particular, Ukrainian companies can benefit from adopting neurotechnologies to refine their communication models, tailor content to emotional responses, and increase customer satisfaction. Recommendations are made for incorporating neuromarketing approaches into the strategic planning of marketing activities, while maintaining transparency and ethical responsibility.

PHENOMENOLOGY OF TRANSFER PRICING: DIALECTICS OF TAXATION OF INVESTMENT REAL ESTATE IN THE GLOBAL CONTEXT

Mykola Novytskyi — 2025-05-30

Introduction. In the modern globalized economy, transfer pricing has become one of the key instruments of international business, influencing the distribution of profits across jurisdictions and shaping the taxation framework for investment real estate. The relevance of studying this issue is driven by several factors, including the rapid growth of global real estate investments, which complicates financial flows and necessitates effective control mechanisms. Additionally, transfer pricing is often used as a tool for tax burden optimization, sometimes leading to manipulations that undermine fairness and transparency in taxation. Purpose. The study aims to analyze the phenomenology of transfer pricing in the taxation of investment real estate, revealing its socio-economic essence and contradictions in the global context. It seeks to explore the interplay between state taxation policies and investors' interests, particularly in light of international tax standards and regulatory initiatives. Methods. A phenomenological approach is applied to examine transfer pricing as an economic and social phenomenon that emerges at the intersection of state, business, and societal interests. The study also considers dialectical analysis to explore the contradictions between tax revenue maximization by states and cost minimization strategies by investors. Results. The research highlights the dual nature of investment real estate as both an economic asset and a socially significant resource. It reveals the challenges posed by transfer pricing in ensuring tax fairness while maintaining investment attractiveness. Furthermore, the study underscores the growing role of international tax regulations, particularly OECD’s Base Erosion and Profit Shifting (BEPS) initiatives, in promoting transparency and combating tax avoidance. Conclusions. The study confirms the importance of understanding transfer pricing from a phenomenological perspective to develop more effective and fair taxation policies. Given the increasing global emphasis on transparent tax mechanisms, the findings contribute to both theoretical discussions and practical policymaking in the field of investment real estate taxation.

REGULATORY AND LEGAL SUPPORT FOR MARKETING ACTIVITIES IN UKRAINE

Tetyana Paianok — 2025-05-30

Introduction. The study comprehensively analyzed the regulatory and legal acts regulating marketing activities in Ukraine in terms of main articles, and developed practical recommendations for business entities. The study confirmed the importance of compliance with legal norms in marketing activities as a tool for minimizing risks, increasing the efficiency of communications, and forming a sustainable business. Particular attention was paid to the issues of legal regulation of Internet marketing, protection of personal data, intellectual property, and compliance with ethical standards in marketing practice. In addition, marketing activities today are directly related to the issues of personal data processing, protection of intellectual property rights, compliance with antitrust legislation, and ethical standards. This creates a complex legal environment in which businesses must navigate in order to avoid risks. Failure to comply with or ignorance of the relevant norms can have serious consequences – from administrative fines to criminal liability. Analysis of recent studies and publications. Modern studies indicate a number of problems in the regulatory and legal support of marketing activities in Ukraine. These problems were analyzed in detail in the work of Igor and Halyna Kovbas, which also considered the need to harmonize national legislation with European standards. In the context of professional training of marketers, the studies of Tovkanets G.V. and Kravchenko T.M. emphasize the need to improve the regulatory framework that regulates educational activities in this area. In particular, the importance of adapting European standards in the training of specialists is emphasized. The studies emphasize the importance of studying foreign experience, in particular American and European models, where state control is effectively combined with self-regulation. This allows ensuring a balance between freedom of enterprise and protection of consumer rights. The purpose of the article is to analyze the current state of regulatory regulation of marketing activities in Ukraine, identify the main problems and gaps in current legislation, as well as justify the directions of its improvement taking into account European approaches, digital transformation and market needs. Methods. To study the regulatory and legal support of marketing activities in Ukraine, it is advisable to apply a set of methods that allow comprehensively revealing the subject of analysis. That is, analysis of regulatory and legal acts, comparative legal method, systemic approach, and other methods. Results. Problem statement. In the current conditions of digital transformation of the economy, marketing has turned from an auxiliary tool into a strategic factor in the formation of competitive advantages of enterprises. The active implementation of Internet marketing, targeted advertising, CRM systems and analytics requires strict compliance with legislative norms regulating advertising, communication and commercial activities in the digital environment. At the same time, marketing activities are closely related to the processing of personal data, intellectual property, e-commerce, as well as ethical and antitrust standards, which creates a multi-level legal framework. Ignoring or insufficient knowledge of legislative requirements can lead to administrative, financial, and sometimes criminal liability for business entities. Conclusion. Legal literacy in the field of marketing is not only a duty, but also a strategic advantage for business in a competitive environment. Compliance with the requirements of the Tax Code of Ukraine regarding marketing services will ensure correct taxation and avoidance of tax risks. This requires accurate documentary evidence, namely, contracts for marketing services must contain a clear description of the subject, scope and cost of services. Timely execution of acceptance and transfer acts of marketing services to confirm their performance. All supplier tax invoices must be registered in the Unified Register of Tax Invoices. Ensuring the availability of evidence that marketing services are related to economic activity.

FINANCING HIGHER EDUCATION: DELAYED IMPACT ON HUMAN CAPITAL

Oksana Pysarchuk — 2025-05-30

Introduction. The paper raises the problem of identifying the prolonged effect of financing higher education in the context of human capital formation, which is manifested not in short-term educational indicators, but in the long term - through changes in productive characteristics, innovation potential and social mobility of the population. The emphasis is placed on the structural complexity and temporal inertia of causal relationships, which complicates the empirical evaluation of the effectiveness of educational policies and the justification of public investment decisions. The purpose of the study is to conceptualize the mechanisms of the prolonged impact of higher education funding on human capital parameters, to formalize the temporal logic of these relationships, and to create a theoretical and analytical framework for building a tool for quantifying the delayed educational effect. The methodological design of the study is based on a combination of a systematic approach, logical and structural analysis, tools for dynamic modeling with lags (distributed lag models), regression panel analysis and simulation forecasting of long-term socio-economic effects of investment in education. The methods of decomposition of the components of the mechanisms of human capital formation through the educational environment, cognitive level and regional integration are applied. Results. It is found that financial support for higher education has a complex and multi-stage impact that cannot be reduced to a linear cost-benefit relationship. The analytical concept of structural remoteness is proposed, which takes into account the time prolongation of effects, institutional inertia of educational systems, as well as the indirect nature of the formation of individual educational potential. A multi-level logical and functional model of the relationships between investment volumes, mechanisms of educational implementation and socio-economic results that appear in the lag period of 3-7 years is developed. Conclusion. As a result, the necessity of transition to a new model of strategic planning in the field of higher education is substantiated, in which funding will be considered not as a budgetary expenditure, but as a long-term investment with a delayed effect. Indicative directions for the formation of a state system for monitoring the long-term effectiveness of educational investments and recommendations for the institutionalization of models for forecasting the effectiveness of higher education financing in the regional dimension are proposed.

SOCIAL MOBILITY OF EMPLOYEES: IMPACT ON SOCIAL SECURITY AND SUSTAINABLE DEVELOPMENT

Oksana Poplavska — 2025-05-30

Introduction. A person's working life is inevitably associated with movement, but the impact of this phenomenon on social security and sustainable development has not been studied. Purpose. The purpose of the article is to analyze and evaluate the impact of social mobility of the working population on the social security of the individual and the country, as well as the possibility of strengthening Ukraine's sustainable development through these processes. Methods. The study uses an interdisciplinary and ecosystem approach; the methodological basis is also based on the methods of system analysis, synthesis, generalization and comparison. Results. The article summarizes and identifies the key factors of social mobility. It is proposed to understand social security as a prerequisite for achieving sustainable development. The correlation between education, social mobility and the level of social security is proved. It is determined that in case of non-cooperation between the social partners, the level of social security decreases and the possibilities of achieving sustainable development are reduced. It is found that social security is not achieved only through the positive dynamics of social mobility. It is established that seasonal work has a negative impact on social security. The factor of worker injuries is studied through the prism of social mobility and it is found that it impedes the country's achievement of the Sustainable Development Goals (Goal 8). The relationship between social mobility and social security through the manifestation of social risks and dangers is assessed. Conclusion. An important result is the establishment of a link (influence) between the social mobility of employees and the dynamics of the level of social security (the value of 0.86 is a close connection). At the same time, the main attention should be paid to the determinants of this phenomenon - education, staff development, safe working conditions, remuneration, etc. Given the above, it is necessary to continue research in this area to find alternative ways to achieve the country's sustainable development goals.

EVOLUTION OF APPROACHES TO TRANSFER PRICING IN THE CONTEXT OF INTERNATIONAL HARMONIZATION OF TAX POLICY: BEPS AS AN INSTITUTIONAL BENCHMARK

Oksana Radchenko — 2025-05-30

Introduction. In the context of global economic transformation, transfer pricing has evolved from a technical accounting tool to a critical component of international tax governance. Multinational enterprises (MNEs) actively employ transfer pricing mechanisms to reallocate profits across jurisdictions, often exploiting regulatory gaps and tax arbitrage. Purpose. The article aims to conceptualize the evolution of transfer pricing approaches under the influence of international tax harmonization and to analyze the institutional role of the BEPS Action Plan in reshaping regulatory frameworks and fiscal control mechanisms. Methods. The research applies a multidisciplinary methodology, combining comparative legal analysis, economic reasoning, and elements of dialectical logic. Special emphasis is placed on the institutional perspective of transfer pricing regulation in post-BEPS conditions. Results. The study reveals that transfer pricing is no longer a neutral technical practice but a field of strategic interaction between states and corporations. The Ukrainian experience is analyzed in terms of implementation challenges, with focus on domestic schemes such as low-tax jurisdiction exports, inflated import pricing, and internal arbitrage through preferential entities. A risk-based control model is proposed, aligning with OECD standards and emphasizing transparency, digitalization, and fiscal sovereignty. Conclusion. Transfer pricing stands at the intersection of fiscal justice, corporate planning, and global coordination. Its effective regulation requires not only legal clarity but also philosophical and methodological coherence. The institutionalization of the BEPS agenda underscores the urgency of integrating national tax policies into a common global framework without compromising domestic economic priorities.

INVESTMENT POTENTIAL OF RENEWABLE ENERGY DEVELOPMENT IN UKRAINE: PUBLIC ADMINISTRATION AND ENERGY SECURITY STRATEGY

Albina Rozmaryna — 2025-05-30

Introduction. Determining the current state and prospects for the development of renewable energy in Ukraine in the context of a full-scale war and its consequences for the energy security and sustainable development of the country, as well as identifying key factors influencing this process and potential ways to activate it, requires a comprehensive analysis of the existing renewable energy infrastructure, the level of its damage and losses, the dynamics of the development of new projects, the investment climate in the restoration and further development of the renewable energy sector as a key element of energy security and sustainable development of Ukraine. Solving this problem is critically important for ensuring energy sustainability, reducing dependence on fossil energy resources, and promoting an environmentally friendly recovery of the Ukrainian economy. The purpose. Determining the current state and prospects for the development of renewable energy in Ukraine in the context of a full-scale war and its consequences for the energy security and sustainable development of the country, as well as identifying key factors influencing this process and substantiating potential ways to activate it. Methods. The following methods were used in the study: system analysis, comparative analysis, statistical analysis, analysis of secondary data and company reports, and data visualization. Results. The research conducted allowed us to identify key trends and consequences of a full-scale war for the development of renewable energy in Ukraine, as well as identify potential areas for its further activation. Conclusion. Strengthening the development of renewable energy in Ukraine is critically important for strengthening energy independence, reducing dependence on imported energy resources and improving the environmental situation. To fully utilize the existing potential, it is necessary to improve financial instruments, in particular by attracting investments from domestic capital markets and strengthening control over the use of international financial assistance. Further optimization of the regulatory framework and state support for "green" energy by reducing financing of traditional energy sectors and increasing investment in renewable energy projects is of key importance. Active development of non-traditional renewable energy sources is a strategically important step for ensuring a sustainable future for the country and its integration into the European energy space.

EVOLUTION OF THE CONCEPT OF BUSINESS TAX RESPONSIBILITY IN THE CONTEXT OF THE ESG APPROACH

Volodymyr Savchenko — 2025-05-30

Introduction. In recent years, the issue of business tax responsibility has gone beyond the traditional legal framework and entered the sphere of ethical and sustainable governance. This transformation is largely driven by the increasing role of ESG (Environmental, Social, Governance) factors in shaping the expectations of stakeholders regarding corporate transparency and integrity. Tax policy, previously perceived as a technical function aimed at optimizing tax liabilities, is now considered a critical component of reputational capital, sustainability, and stakeholder trust. The tax strategies of companies are being evaluated not only for their compliance with the law but also for their alignment with social norms, ethical standards, and environmental goals. Purpose. The purpose of this study is to develop a theoretical framework for understanding business tax responsibility in the context of the ESG approach, to identify how ESG factors transform fiscal behavior, and to substantiate the author's concept of a post-ESG model of tax compliance. Methods. The methodological basis of the study combines interdisciplinary approaches, including normative legal analysis, economic evaluation of tax behavior models, behavioral economics, and the study of non-financial corporate reporting. Content analysis of ESG disclosures and the integration of GRI 207: Tax data were also applied to assess the extent of tax transparency and ethical tax practices. Results. The study revealed that ESG factors, particularly the “G” component (Governance), significantly influence the redefinition of corporate tax practices. A transition is observed from traditional tax minimization strategies toward socially driven tax optimization, based on transparency, cooperation with tax authorities, and the rejection of aggressive planning. Emphasis is placed on incorporating tax information into non-financial reports and adopting new forms of stakeholder accountability. The article proposes a new conceptual model – post-ESG tax responsibility – which repositions transfer pricing from a technical tool of tax allocation to a mechanism of ethical fiscal behavior. The post-ESG model reflects a shift toward voluntary transparency, reputational risk management, and the strategic integration of tax ethics into corporate sustainability frameworks. Conclusion. It is concluded that business tax responsibility is evolving into a multidimensional construct encompassing legal, ethical, and social dimensions. The ESG-driven transformation of tax strategies opens new prospects for regulatory reform, including the institutionalization of tax transparency standards, revision of transfer pricing principles, and alignment of tax policies with sustainable development goals. Further studies should focus on empirical assessment of the relationship between ESG compliance levels and actual corporate tax behavior, especially in transfer pricing, to provide a more robust foundation for sustainable fiscal governance.

POPULISM IN PUBLIC ADMINISTRATION

Tetiana Semenchuk — 2025-05-30

Introduction. In recent years, populism in public administration has become increasingly widespread, and if earlier this term was associated mainly with elections, today we can observe it everywhere, not only in Ukraine but throughout the world. The article examines the theoretical and practical aspects of populism in public administration in the world, focusing on its impact on decision-making, administrative efficiency and public trust among different segments of the population, as well as on the opposition of rich and poor through the prism of populism. Particular attention is paid to the peculiarities of populism in the Ukrainian political environment and the most prominent manifestations of populism in world politics. Purpose. The main purpose of the study is to analyze the manifestations and consequences of populist approaches in public administration, with a special focus on the Ukrainian political context and the impact on public sentiment among different segments of the population. Methods. The research is based on a combination of qualitative analysis of political discourse, comparative review of academic literature, and case study examination of specific instances of populist governance in Ukraine. Results. The study reveals that populism, while potentially enhancing short-term political support, undermines institutional sustainability, distorts policy priorities, and erodes accountability. In the Ukrainian context, populist strategies have led to fluctuating public confidence and inconsistencies in administrative policy-making. Conclusion. The study offers a number of practical recommendations to mitigate the negative impact of populism on public administration, including the introduction of transparent decision-making mechanisms, promotion of civic education, and strengthening of institutional checks and balances. These measures are aimed at ensuring a more sustainable and responsive governance system that resists populist pressure.

MODEL OF SUSTAINABLE DEVELOPMENT OF AGRICULTURAL ENTERPRISES: SYNERGY OF CIRCULARITY, ESG STANDARDS AND SOCIAL PARTNERSHIP

Maryna Skoryk — 2025-05-30

Introduction. In the context of aggravating climatic, social and institutional challenges, there is a growing need to rethink strategic models for the development of agribusiness. The integration of sustainable development principles into the production and management practices of agricultural enterprises is becoming particularly relevant. In this context, the circular economy, ESG-oriented standards and social partnership are considered key components of a new generation of business models that can ensure economic efficiency, environmental responsibility and social sustainability of the agricultural sector. Purpose. The purpose of the article is to conceptually substantiate a model for sustainable development of agribusiness based on a combination of circular economic instruments, ESG standards and social partnership. Methods. To achieve the set goal, a comparative analysis of scientific approaches to the interpretation of the concepts of ESG, circular economy and social partnership; methods of systemic generalization, classification and structural and functional modeling were used. Based on the conducted GAP analysis, gaps were identified between the current state of implementation of the relevant elements in the practice of agricultural enterprises and reference requirements. Results. As a result of the study, a three-component integrated model of sustainable development of agribusiness ESG–CE–SP was proposed, which covers: institutional and regulatory level (adaptation to the Green Deal, Farm to Fork Strategy, ESG reporting principles); corporate and management level (implementation of circular practices in strategic and operational management); operational and technological level (waste, energy efficiency, logistics, resource isolation). Generalized characteristics of each of the approaches are presented – focuses, indicators, examples of application. Key barriers to the implementation of the model in the Ukrainian agricultural sector are identified, in particular: regulatory fragmentation, weak institutionalization of partnerships, lack of unified reporting standards. Conclusion. The research conducted confirms that an effective model of sustainable development of an agricultural enterprise should be based on a comprehensive combination of the principles of circularity, environmental responsibility and social interaction. The proposed ESG–CE–SP model creates a methodological basis for the formation of a new architectonics of an agricultural business strategy that meets the challenges of modernity and international standards.

INTERNATIONAL TAX COMPETITION: ESSENCE AND FEATURES OF IMPACT ON THE STABILITY OF THE WORLD ECONOMY

Liudmyla Teplova — 2025-05-30

Introduction. In today’s globalized economy, international tax competition has become a significant factor shaping the stability of national and global economic systems. Tax policy, under increasing pressure from capital mobility and digitalization, is undergoing transformative change as countries compete for mobile production factors through tax incentives and reduced corporate tax rates. Purpose. This article aims to examine international tax competition as a phenomenon affecting global economic stability, to identify its forms and instruments, and to analyze both the benefits and risks it poses for national fiscal systems. The study also investigates current international initiatives aimed at combating harmful tax competition, particularly within the OECD framework. The research employs a combination of general scientific methods (literature review, comparative analysis, synthesis) and specific tools (case study analysis, examination of tax competitiveness indices, and statistical evaluation of corporate tax rates across OECD countries and beyond). Results. The study reveals that tax competition has both positive effects, such as stimulating tax reform, attracting investment, and enhancing economic growth, and negative consequences, including tax base erosion, inequality, and downward fiscal pressure. An author's definition of the term "international tax competition" is proposed, which takes into account modern innovations and tools. It also highlights that countries like Ireland and Hungary have benefited from competitive tax regimes, while new initiatives such as OECD’s Pillar 2 seek to curtail aggressive tax strategies by imposing a global minimum tax of 15% for large multinationals. The role of the International Tax Competitiveness Index is considered in evaluating national tax systems. Conclusion. International tax competition is a complex, multidimensional process that requires coordinated global responses. The implementation of Pillar 2 may serve as a turning point, limiting harmful practices while preserving fiscal sovereignty. For developing and transition economies, the challenge lies in finding a balance between maintaining investment appeal and safeguarding long-term fiscal sustainability.

CORPORATE STATISTICS IN MANAGEMENT ACCOUNTING

Svitlana Fimyar — 2025-05-30

The current stage of strategic development of the economy as one of the main requirements puts forward the coherence of the development of the main areas of activity and strategies of individual economic entities and regions, as well as the balance of the pace and deadlines for completing the tasks. This can be ensured by a management system that is capable of making the most effective management decisions in all areas of the national economy based on a highly developed information support system. In conditions when the object of management and observation is the functioning of an economic entity, which is a single system of phenomena and processes, objectively all types of accounting must be implemented as part of a single information system, which is today defined as management accounting. Introduction. The article considers the problems of development of corporate statistics, built into the system of management of the enterprise (corporation). The relevance of the topic is determined by the fact that with the growing responsibility of enterprises for the effectiveness of their activities, the importance of ensuring their management with systematic statistical information increases. At the same time, it is stated that the statistical activity of enterprises is organized within the framework of statistical observation. The purpose of the study is to establish the basic requirements for corporate statistics as a type of activity built directly into enterprise management. Methods. The theoretical and methodological basis of the study is a systematic approach to the problems of information support of the processes of cognition and management of the enterprise, based on the methodology of statistics, at the center of which are the doctrine of indicators, systems of indicators, information models. The results of the study showed that the specific environment of corporate statistics requires the reflection of the activities of the enterprise based, firstly, on systems of indicators that correspond to external and internal reporting, and, secondly, on the system of unified primary accounting that meets the requirements of both statistical and accounting and operational-technical accounting. Conclusion. It is proved that the approaches of corporate statistics to the reflection of real phenomena should differ from the approaches implemented by industry and regional statistics. At the same time, reflecting the activities of the enterprise as a large system, corporate statistics itself functions as a system with a structure of appropriate complexity.

DIALECTICS OF TAX RISK: FROM CONCEPTUAL ESSENCE TO METHODOLOGICAL FOUNDATIONS OF CLASSIFICATION

Oleksandr Tsybko — 2025-05-30

In the context of regulatory instability and behavioral and political challenges, tax risk emerges as a critical component of modern fiscal management. It reflects the dynamic tension between the goals of the state and the interests of taxpayers. The research is based on dialectical and philosophical-methodological approaches, complemented by system analysis and classification modeling. I analyze tax risks not only as technical or legal anomalies but as integral contradictions that influence institutional, economic, and behavioral systems. I present a structured classification of tax risks by source (external/internal), nature (systemic/non-systemic), and object (state/taxpayer). I outline threats faced by the state—such as budget deficits and reduced fiscal capacity—and by taxpayers—such as arbitrary tax burden and administrative pressure. The analysis confirms the need for differentiated protection mechanisms: preventive and analytical tools for the state, and legal transparency and predictability for taxpayers. Tax risk should be treated as a strategic management category with a normative and institutional dimension. Effective risk management systems require a dual approach that ensures fiscal control and respects taxpayer rights. By introducing a dialectical lens, I reframe tax risk as a dynamic and interactive category that informs public policy, fosters balanced governance, and strengthens fiscal resilience.

ASSESSMENT OF VAT FISCAL EFFICIENCY AS A CRITERION OF STATE BUDGET SUSTAINABILITY

Olexsandr Chyrva — 2025-05-30

Introduction. VAT is the main budget-forming tax, the main component of the indirect tax system in Ukraine. The state budget of Ukraine receives more than 40% of all tax revenues from this tax. Therefore, the stability of the state budget and the proper financing of state expenditures depend on the level of fiscal efficiency of this tax. In order to monitor current and long-term changes in the fiscal efficiency (effectiveness) of VAT, it is common practice to measure the integral indicator of the tax gap. Purpose. The purpose of the article is to substantiate an analytical approach to assessing the size of the VAT tax gap as an additional element of a systematic analysis of the fiscal efficiency of the tax, which allows increasing the sustainability of the state budget. Methods. To assess the VAT tax gap, we used the «top-down» methodology, the essence of which is, based on actual macroeconomic data, to estimate the amount of potential tax revenues and compare it with actual tax revenues from VAT payments. Results. The fiscal efficiency of VAT, which is considered as an indicator of the tax gap, is studied. The tax gap is estimated for Ukraine based on available statistical data. It is shown that during the studied period, the greatest fiscal efficiency of VAT in Ukraine was recorded during 2016 2018. This is due to the introduction of a new tax administration practice, namely, the VAT electronic administration system. Global factor in reducing the VAT tax gap is the use of modern digital technologies for tax administration. The analytical approach to assessing the size of the VAT tax gap is complementary to the systematic analysis of the fiscal efficiency of the tax, which is based on determining the specific weight of VAT as a share of GDP at the macro level and tax efficiency at the level of enterprises or industries. Conclusion. It is concluded that supplementing the standard analytical approach with new data allows for a well-founded and rapid response to changes in trends in the real sector of the economy, and for making decisions in the field of administration in an operational manner, which should contribute to increasing the sustainability and balance of the state budget of Ukraine.

IMPACT AND CONSEQUENCES OF CHANGES IN MACROECONOMIC INDICATORS ON THE STATE AND DEVELOPMENT TRENDS OF THE DOMESTIC LABOUR MARKET

Liudmyla Shostak — 2025-05-30

Introduction. The study addresses the urgent problem of how macroeconomic indicators influence the current state and future development trends of the domestic labor market in Ukraine. This issue has become particularly relevant in light of prolonged economic instability, intensified by the consequences of full-scale military aggression. Purpose. The purpose of the research is to identify the key macroeconomic variables that affect the labor market and to assess the mechanisms and channels through which they influence employment levels, wage dynamics, and labor force participation in Ukraine, both under martial law and during the post-war recovery period. Methods. The study is based on the analysis of official statistical data from the State Statistics Service of Ukraine, the National Bank of Ukraine, the International Labour Organization (ILO), and the World Bank. A combination of methods was used, including comparative analysis, correlation analysis, and economic modeling. These methods enabled a structured examination of macroeconomic indicators such as GDP, inflation rate, NBU discount rate, labor productivity, public debt, exchange rate fluctuations, and the unemployment rate. Results. The study shows that macroeconomic instability negatively affects employment and wage dynamics. War-related disruptions have worsened labor shortages and skill mismatches, emphasizing the need for targeted retraining programs. Conclusion. The findings indicate that macroeconomic stabilization, infrastructure restoration, and investment in human capital are critical for revitalizing the Ukrainian labor market. The author recommends the implementation of adaptive labor policies focused on income stabilization, social protection, reskilling of workers, and reintegration of returning migrants. These measures will contribute to the economic recovery and enhance the resilience of the labor market to future shocks. The results of the study can be practically applied in policy development by public authorities, international partners, and academic institutions working in the fields of labor economics and socio-economic development.