The article considers a complex of modern analytical approaches to the systematic modelling of the commercial bank's financial investment policy based on international practice. The authors examine the key aspects of modelling and analytical technologies that determine the strategic decisions of banking institutions in the field of financial investment, in particular, taking into account global economic and financial trends. The article highlights model and methodological approaches and tools used to analyze and forecast market conditions, risks and profitability in the context (...) of banks' financial investments. The research purpose is to expand the instrumental apparatus and prove the significance of the technology's role and the implementation of a wide range of methods and modern international approaches to modelling the commercial banks' financial investment policy in the direction of strategic development in the context of global megatrends. The research is based on the tools of models of spatial econometric analysis (panel data), adaptive forecasting of dynamic series, multivariate data analysis, cluster and discriminant analysis. The paper presents an aggregated instrumental basis for the main key directions, namely analysis of the bank's financial indicators; assessment of the stock market's business activity level; classification and grouping of economic objects according to the investment attractiveness level. The data of the studied area interact and complement each other, allowing us to comprehensively generalize and objectively present the fundamental basis for decision-making. As a result of these stages' implementation, we can determine the optimal financial investment strategies, which contribute to increasing the commercial banks' efficiency and stability in the modern conditions of globalization and financial instability. An analytical view of the study of international approaches makes the article relevant for specialists in the fields of finance, economics and banking. (shrink)

The article explores adaptive business planning as a modern management approach capable of ensuring flexibility, resilience, and competitiveness of beauty industry enterprises under conditions of increasing market turbulence. The authors emphasize that traditional linear models of strategic planning are becoming less effective in a dynamic environment characterized by uncertainty, rapidly changing consumer trends, digital innovations, and socio-economic challenges. Special attention is given to the beauty business as a segment of the service economy that is highly sensitive to external changes, features (...) short product life cycles, and faces growing customer expectations for personalization and high-quality service. The purpose of the study is to comprehensively examine adaptive business planning as a tool for strategic management of beauty industry enterprises. The article addresses three key objectives: to justify the conceptual framework of adaptive planning in the service sector; to identify sector-specific features of such approaches in the beauty industry; and to develop a typology of strategic models based on content analysis of practices adopted by Ukrainian and international companies. The research methodology combines qualitative and quantitative methods, particularly content analysis of strategic documents, digital platforms, marketing activities, and CRM solutions across seven enterprises—two Ukrainian and five international. Four criteria were developed to assess adaptability: strategic transparency, flexible planning, digital infrastructure, and marketing dynamics. Based on these, four types of strategic behavior were identified: integrated strategic adaptiveness, product-marketing flexibility, fragmented tactical adaptiveness, and situational reactivity. The findings reveal substantial differences between companies, driven not by geography but by the level of institutional maturity, digital integration, and managerial capacity. Companies that actively implement CRM systems, frequently revise strategic objectives, and apply long-term planning models show the highest degree of adaptiveness. Ukrainian firms demonstrate growth potential but require stronger strategic reflection, process automation, and structured customer data analysis. Theoretical contribution of this study lies in extending the academic understanding of adaptive planning within the service sector, especially in the underexplored beauty industry. Its practical relevance is grounded in the proposed typology, which can serve as a diagnostic framework for business owners and managers. The study also offers implications for training programs and business consulting. Future research should expand the sample, use mixed methods, and explore the effects of adaptive strategies on financial performance, customer loyalty, and sustainable competitiveness in beauty and related service industries. (shrink)

Purpose. This study analyzes the role of emotional intelligence (EI) in shaping effective development strategies for higher education institutions (HEIs), emphasizing professional culture. It seeks to determine how EI strengthens institutional dynamics, enhances team management, and promotes an inclusive environment. Design / Method / Approach. A mixed-methods approach examines the benefits of EI in higher education. Using qualitative and quantitative data, the study incorporates insights from experts and recent research to provide a comprehensive view of EI and professional culture interaction (...) within HEIs. Findings. Findings reveal a strong correlation between high EI levels and improved institutional outcomes. Leaders with advanced EI foster open communication, understand team and student needs, and cultivate collaboration. A professional culture centered on EI offers HEIs a strategic advantage in today's educational landscape. Theoretical Implications. This research enhances understanding of EI as a critical competency in educational leadership, essential for fostering positive professional culture and driving institutional success. Integrating EI into leadership practices builds an adaptable, cohesive environment conducive to personal and academic growth. Practical Implications. The study provides actionable insights for HEIs seeking to improve team dynamics and institutional culture, including EI-based training programs, prioritizing EI in hiring, and encouraging professional development. Originality / Value. This article bridges the gap between EI theory and its practical application in HEIs, emphasizing relevance to leadership and professional culture. Research Limitations / Future Research. imitations include potential biases in self-reported EI data and the need for longitudinal studies to examine EI's lasting impact on culture. Future research should explore diverse cultural settings to better understand EI's role in various educational contexts. Paper Type. Review Paper. (shrink)

In the dynamic and unpredictable environment of modern business, risk management has become a critical component of organizational success. The study examines the various types of risks faced by modern organizations, including financial, operational, strategic and reputational risks, and emphasizes the importance of integrating risk management into decision-making processes. The paper emphasizes the need to create a structured risk management system that includes identification, analysis, assessment, mitigation and monitoring. It is emphasized that the effectiveness of these stages largely depends on (...) the professional skills and experience of the staff, as well as on a favorable organizational culture that encourages transparency and continuous improvement. Key risk management techniques such as quantitative and qualitative risk assessment tools, scenario analysis, and the use of advanced technologies such as artificial intelligence and machine learning are discussed. The study also discusses the role of risk management committees and the importance of establishing a risk-aware culture in an organization. By taking a proactive approach to risk management, organizations can not only mitigate potential threats but also identify opportunities for growth and innovation. The document concludes that effective risk management is not only about avoiding or minimizing risks, but also about making informed strategic decisions that contribute to organizational resilience and competitive advantage in an increasingly complex and changing business world. This paper therefore provides a comprehensive overview of the critical role of risk management in modern organizations, presenting practical methodologies and emphasizing the importance of a risk-aware culture. It offers valuable insights for managers and decision makers seeking to navigate the complexities of risk in achieving organizational objectives. (shrink)

The tourism industry is a dynamic and rapidly evolving sector that significantly contributes to global economic development. In recent years, the sector has faced unprecedented challenges, including economic downturns, environmental concerns, and the global pandemic. To navigate these challenges and thrive, the tourism industry must adopt innovative marketing strategies that can attract, engage, and retain customers. This paper explores the various innovative approaches in marketing that are essential for the development and revitalization of the tourism industry. One of the most (...) significant innovations in tourism marketing is the integration of digital technologies. The use of big data analytics, artificial intelligence, and machine learning allows tourism businesses to gain deep insights into customer preferences and behaviors. Personalized marketing campaigns, driven by these insights, can enhance customer engagement and satisfaction. For instance, AI-powered chatbots and virtual assistants provide real-time customer support, while machine learning algorithms analyze booking patterns to offer personalized travel recommendations. Social media platforms have become pivotal in shaping travel decisions. Innovative marketing strategies leverage social media to create engaging content, interact with potential travelers, and build brand loyalty. Influencer marketing, where travel bloggers and social media influencers share their experiences, has proven to be highly effective. These influencers act as trusted sources of information, inspiring their followers to explore new destinations. User-generated content, such as reviews and travel photos shared on social media, also plays a crucial role in influencing travel decisions. Innovative marketing approaches are crucial for the sustainable development of the tourism industry. By embracing digital transformation, leveraging social media, adopting immersive technologies, and focusing on sustainability, tourism businesses can effectively navigate the challenges of the modern landscape. (shrink)

Innovative development and technology transfer represent key drivers of sustainable economic growth in the contemporary global economy. Their integration facilitates the creation of new products, the modernization of production processes, and the improvement of living standards. The study emphasizes that innovation promotes productivity, competitiveness, and structural transformation of the economy by stimulating investment, entrepreneurship, and the emergence of knowledge-based sectors. Technology transfer plays a crucial role in disseminating advanced knowledge and best practices, fostering collaboration among research institutions, businesses, and government (...) bodies, and enhancing international competitiveness. However, these processes face a number of challenges, including insufficient funding, limited infrastructure, intellectual property barriers, and cultural or organizational differences that hinder cooperation. The research highlights the potential of digital technologies - such as artificial intelligence, blockchain, the Internet of Things, virtual and augmented reality, and cloud computing - to accelerate innovation, strengthen collaboration, and improve transparency in technology transfer. The development of an innovation-friendly ecosystem and digital leadership are identified as essential preconditions for effective transformation toward sustainable economic growth. (shrink)

The growing significance of inclusive branding in the beauty industry reflects a strategic shift toward ethical and socially resonant value creation. This study explores Fenty Beauty’s positioning as a case of strategic inclusivity, analyzing how diversity-driven marketing and product design shape competitive performance. The research highlights several strategic dimensions of inclusion: emotional brand loyalty, consumer identification with brand values, and measurable differentiation across saturated markets. The findings support the argument that inclusivity, when integrated authentically into branding architecture, functions as both (...) a moral imperative and a viable business strategy. The paper offers practical insights for brand managers seeking to translate inclusive values into sustainable growth and strategic market leadership. (shrink)

Система сучасної професійної підготовки вчителів англійської мови та філологів зумовлена зміною мети мовної освіти, її оновленим змістом, розробкою інноваційних комунікативних методик, трансформацією технологій навчання. Професійна підготовка є обов’язковим підсумковим етапом підготовки майбутнього вчителя та філолога. Глобалізаційні тенденції розвитку сучасного суспільства ставлять нові вимоги перед освітою, що відіграє вирішальну роль у становленні молодої людини. Чинна гуманістична концепція ґрунтується на визнанні людини найвищою суспільною цінністю, а освіту, її зміст визначає як необхідну умову становлення, всебічного розвитку, самоствердження і творчої самореалізації духовно багатої особистості.

Purpose: Family doctors in their work are constantly faced with the influence of emotions on their activities. And the impact of emotional work can be both negative and positive, which will directly affect the assessment of well-being and job satisfaction of doctors. In the current difficult conditions resulting from the outbreak of COVID-19 and the war, the work of doctors is accompanied by even greater pressure, which led to the purpose of this study to identify the impact of emotional labor (...) on the well-being and job satisfaction of family doctors. Design/Method/Approach: We used primary data collected at the Primary Health Care Center of Pidhorodne City Council, Dniprovskyi district, Dnipropetrovsk region. Two-stage structural equation modeling analysis was used for data processing. Findings: Too highly emotional work has a negative impact on well-being at the workplace and job satisfaction. At the same time, job satisfaction positively affects the level of well-being in the workplace. Theoretical Implications: This work has expanded the range of research on emotional work of doctors by developing the following arguments: (1) the work of doctors is highly emotional; (2) emotional work negatively affects the level of well-being in the workplace; (3) emotional work negatively affects job satisfaction. Practical Implications: National medical programs should also focus on emotional support programs for doctors along with programs to improve their professional level. Originality/Value: We provide preliminary first evidence of the impact of emotional labor on the well-being and job satisfaction of family physicians in Ukraine. Research Limitations/Future Research: The results of the study are based on a small sample, which is limited by the number of doctors in the medical center. Further research should be aimed at assessing the organizational support system for family physicians. Paper Type: Empirical. (shrink)

Today's realities require medical institutions to take more careful account of intangible factors that make up an irreplaceable component of cultural characteristics. Changes in the socio-economic conditions of economic activity have led to increased attention of the management of medical institutions to the need to form a corporate style that will provide additional competitive advantages. The purpose of the study is to identify the functions and elements of the corporate style of a medical institution and its subdivisions, to find out (...) its impact on the collective consciousness and behavior of consumers of medical services and to establish requirements for its development. The methodological basis of the study is modern research on the formation of corporate style and its impact on the reputation and successful development of organizations. The main hypothesis of the study is the assumption that corporate style influences the level of recognition and authority of a medical institution. Summary of the main research material. It is proved that an authentic, working corporate style for a modern medical institution is a necessary element of its organizational culture. It is determined that the corporate style contributes to creating a positive image of a medical institution in the eyes of consumers; allows distinguishing a medical institution from other medical institutions with a similar range of services; strengthens the organizational spirit of medical staff; increases the effectiveness of advertising; and creates a favorable image of a medical institution. The originality and practical significance of the study lies in the fact that a comparative analysis of the elements of corporate style of city clinical hospitals in Dnipro, which are clearly implemented on the official pages on the Internet, was carried out. Conclusions and prospects for further research. The conducted research has made it possible to state that the considered medical institutions of the city of Dnipro do not pay the necessary attention to the formation of their own corporate style. Sporadic initiatives and events create the appearance of the existence of a corporate style of a medical institution, but do not ensure the existence of such a corporate style that would work to increase the recognition and authority of a medical institution. (shrink)

The article examines the role of economic culture as a determining factor in the innovative development of a nation’s economy. It emphasizes that economic culture, being an integral component of general culture, directly affects the motivation, behavior, and decision-making patterns of individuals in economic activity. The study explores the interconnection between cultural values and the dynamics of technological innovation, highlighting how national stereotypes, traditions, and moral attitudes toward labor and wealth influence innovation processes. Special attention is given to the relationship (...) between economic culture and technology transfer, which serves as a mechanism for transforming scientific knowledge into economic value. The authors identify three types of economic behavior—pre-market, market, and pseudo-market—and analyze their impact on innovation effectiveness. The paper argues that countries with a developed economic culture are more capable of efficiently assimilating and commercializing new technologies, fostering sustainable economic growth. The research concludes that improving the level of economic culture in society is essential for enhancing national competitiveness and ensuring the successful functioning of the innovation system. (shrink)

The article explores strategic innovation management as a fundamental approach to achieving sustainable development and maintaining competitiveness within an increasingly dynamic business environment. Particular attention is given to the formulation and implementation of long-term innovation objectives grounded in a comprehensive analysis of both internal capabilities and external threats. These objectives aim to optimize business processes, improve resource allocation, and modernize the technological infrastructure of enterprises. Through such initiatives, companies become better equipped to respond proactively to market demands and enhance operational (...) efficiency. -/- The key components of strategic innovation management are identified, emphasizing the development of a clear strategic vision, the discovery of new growth opportunities, and the establishment of specific, measurable goals. The article underscores the importance of continuous adaptation to external environmental changes — not only to maintain market relevance but also to foster conditions that encourage productive innovation. This adaptability strengthens organizational resilience amid industry transformations and intensifying competition. -/- An analysis of current trends in strategic innovation planning demonstrates that successful companies consistently seek new ways to integrate traditional and modern management practices, effectively balancing foundational approaches with forward-looking solutions. In particular, the paper presents a comparative assessment of strategic planning and scenario planning, highlighting the advantages of their combined application. The scenario-based approach — focused on predictive modeling and flexible decision-making — complements strategic planning by providing structured responsiveness to future uncertainties. -/- In conclusion, the authors emphasize the crucial role of integrating scenario-based methods into strategic innovation planning frameworks. Together, these approaches make a significant contribution to the sustainable success of enterprises. The findings suggest that organizations should develop multi-level business models that reflect the interdependence of global, national, and sector-specific factors. Such models enhance a company’s capacity to manage its innovation potential effectively, aligning long-term strategic goals with short-term operational flexibility. This integrated approach strengthens the enterprise’s long-term resilience and enables it to thrive amid complex and volatile market conditions. (shrink)

Abstract -/- Introduction. The medical sphere is constantly evolving, requiring improved approaches to its organisation and functioning. Advances in medical technology, observable changes in patient needs and growing competition challenge medical institutions to improve their strategies and approaches. Marketing technologies are becoming one of the key tools for achieving strategic goals. -/- Purpose. This article is aimed at studying the peculiarities of the use of marketing technologies in the medical field. The main purpose of the study is to analyse the (...) impact of marketing tools on the development and success of medical institutions. -/- Method (methodology). The methodological approach involves the use of an analytical approach to studying current trends in marketing and their impact on the healthcare sector. The study uses methods of data analysis and comparative analysis of marketing practices in medical institutions. -/- Results. The study found that the use of targeted marketing strategies allows healthcare facilities to attract more patients, increase customer satisfaction and ensure an excellent reputation. The results of the study show a positive impact of the use of marketing tools on changing the perception of medical services by patients. -/- Conclusions. The scope of application of the results is the practical activities of medical institutions seeking to improve their strategy of promotion and interaction with customers. The findings of the study can be used by marketers and managers of healthcare organisations to develop and implement effective marketing strategies. -/- In summary, this article reveals the importance of using marketing technologies in the healthcare sector and provides practical recommendations for their successful implementation. The study emphasises that marketing in the healthcare industry is necessary to increase competitiveness and ensure quality medical care. (shrink)

The article discusses the role and importance of storytelling in the context of creating and maintaining organisational culture in the healthcare sector. Medical institutions are constantly solving complex tasks related to the provision of high-quality medical care and interaction with patients and staff. In this regard, storytelling is an important tool, aimed at strengthening cultural values and adjusting goals. The study examines the nature of organisational culture, its main components and culture, its main components and the peculiarities of its formation (...) and maintenance in medical institutions. Organisational culture affects all aspects of business processes and is an important element of corporate identity, in particular in the healthcare sector. healthcare. The authors determine that storytelling as a communication tool has become an important part of business communication and management in recent decades part of business communication and management practice in recent decades. Storytelling can be used to form common values and create meaningful narratives that promote cultural change and support the organisational organisational identity of healthcare facilities. Stories in healthcare facilities reveal the specifics and uniqueness of the organisation, help to distinguish it from competitors from competitors and create a competitive advantage in the market. They form the organisation’s identity and the loyalty of employees and customers. Storytelling has an impact on on the organisational culture of a medical institution, promotes stability and highlights the unique character of the organisation character of the organisation; it allows to form values, beliefs and needs of of employees based on the institution’s mission. Storytelling is important for understanding medical discourse and the system of narratives in healthcare organisations. It supports or discredits official narratives or discredit them, depending on the perception of stakeholders. It is important that storytelling in healthcare facilities is accessible to all stakeholders and promote internal identification and loyalty to the institution. Thus, storytelling is an essential tool for building and maintaining organisational culture in healthcare facilities, helping to create a unique identity and competitive advantage. The article aims to stimulating discussion of the experience of using storytelling and further research of this important aspect of management in the healthcare sector. of healthcare enterprises. (shrink)

In the era of globalization, effective management of multicultural teams has become a strategic imperative for international corporations. This paper explores Nissan Motor Corporation’s experience in organizing intercultural collaboration across its global operations. The research identifies key challenges associated with cultural diversity - including language barriers, differing management styles, and variations in values and communication patterns - and analyzes the strategies developed by Nissan to address them. Emphasis is placed on the role of the Renault-Nissan-Mitsubishi Alliance in shaping a unified (...) corporate culture that promotes inclusivity, innovation, and adaptability. The study highlights the company’s initiatives such as the introduction of a corporate communication language, intercultural competence training, staff rotation programs, and the institutionalization of inclusive leadership practices. These measures have enhanced organizational efficiency, improved teamwork, and fostered a stronger sense of identity within multicultural teams. The findings suggest that integrating intercultural management strategies contributes to higher innovation capacity, reduces internal conflict, and ensures sustainable competitiveness in a globalized environment. The results may serve as a practical framework for multinational corporations seeking to improve cross-cultural collaboration and strengthen human capital through cultural integration and inclusive management. (shrink)

Purpose. This article aims to provide an in-depth analysis of modern leadership models in project management, with a particular focus on flexibility, emotional intelligence, service orientation, and adaptability to dynamic environments. It explores the leader's role as a central factor in building cohesive, high-performing, and resilient project teams. Design / Method / Approach. The study employs comparative analysis, typology of leadership styles, interdisciplinary literature review, and logical-analytical synthesis. It draws on concepts from contemporary management, organizational behavior, and human resource leadership. (...) Findings. The research identifies transformational, coaching, servant, and distributed leadership as the most effective approaches for fostering employee engagement, creativity, responsibility, and responsiveness. It outlines key factors influencing leadership model selection, including project type, team structure, and implementation phase. Theoretical Implications. The article expands the conceptual understanding of modern leadership in project management, emphasizing the shift in leadership paradigms and the importance of emotional intelligence. Practical Implications. The research offers practical recommendations for selecting leadership styles according to project-specific contexts, which may benefit project managers, consultants, and educators. Originality / Value. The article integrates multiple leadership models into the project management framework, allowing for a strategically flexible approach to team leadership. Research Limitations / Future Research. The study focuses on transformational, servant, and adaptive leadership in project management. Its scope is limited due to the complexity and diversity of leadership theories and the inability to examine all existing styles. To gain a deeper understanding of the effectiveness of various leadership models, it is necessary to conduct empirical validation of the findings across different industries and teams with diverse structures. Additionally, further research should explore the influence of organizational culture, industry specifics, and innovation levels on leadership model selection, particularly in the context of virtual teams and remote leadership. Article Type. Conceptual Paper. (shrink)

This article explores communication models within digital teams, using the professional eSports environment – specifically the game League of Legends – as a case study. The relevance of this research lies in the increasing virtualization of collaborative work and the growing significance of effective communication management in achieving strategic objectives. The study examines the applicability of classical and contemporary communication models – such as Shannon-Weaver, Schramm, transactional, and spiral models – within highdynamic digital contexts where communication unfolds in multichannel, rapidly (...) evolving environments. Using a combination of case study methodology, qualitative content analysis, and structural-functional analysis, the article identifies and reconstructs key communication patterns within digital teams. These include shot-calling, strategic silence, reactive cycles, and layered hierarchies of information exchange. A visualized communication model is presented, mapping the flow of information among team roles (e.g., Shotcaller, Jungler, Support) and identifying critical points of cognitive overload, decision-making bottlenecks, and zones of high information density. The article highlights how communication in digital teams extends beyond immediate gameplay to include organizational and psychological dimensions, supported by a hybrid infrastructure of voice channels, in-game signals, messaging apps, and asynchronous platforms. It emphasizes the manager’s role not only as a message initiator but as an architect of the information environment, capable of regulating flow, rhythm, and distribution of messages based on real-time context and team roles. The findings support the thesis that hybrid communication models, adapted to team dynamics and situational phases, are more effective than standardized frameworks. Practical recommendations include formalizing internal communication protocols, minimizing noise through prioritization of signals, and designing adaptive infrastructures that support synchronous and asynchronous exchanges. Although grounded in eSports, the results have broader implications for communication management in distributed teams, IT projects, remote collaboration, e-learning, and innovation-driven ecosystems. (shrink)

This article explores the development of managerial competencies within virtual communities, using the example of Minecraft clan management. The relevance of the study is determined by the growing role of digital platforms in developing management skills among youth and the need to adapt educational programs to new interaction formats. Virtual gaming communities are increasingly becoming environments where future managers can safely and effectively test and apply managerial functions under conditions close to real-world scenarios. The purpose of this research is to (...) identify the specific features of managerial skills development within Minecraft clans and to substantiate the possibility of transferring these competencies to formal management education. Within the framework of the study, a number of tasks were accomplished, including an analytical review on gamification and digital management; empirical observation of the functioning of five active Minecraft clans; identification of core management functions implemented in the game environment; classification of competencies into hard skills and soft skills; and justification of the practical potential of applying these findings in professional training. The methodological framework combines a content analysis of 133 academic sources with four weeks of structured observation of clan activities on open servers. As a result, the article presents a model of applying fundamental management functions (planning, organizing, motivating, controlling, communicating, and decision-making) in a virtual context. A comparative analysis with traditional business management environments is provided, along with a typology of key competencies formed through game-based experience. The scientific novelty lies in integrating gamified managerial practice with classical management theory, positioning Minecraft as an innovative platform for developing the next generation of leaders. (shrink)

This article explores the impact of cultural factors on consumer behavior in the insurance market, highlighting the critical role of cultural dimensions in shaping consumer preferences, decision-making processes, and the overall demand for insurance products. Key cultural dimensions analyzed include uncertainty avoidance, institutional collectivism, long-term orientation, and gender equality. These factors significantly influence how consumers perceive risks, trust financial institutions, and interact with insurance providers. By examining these cultural elements through the lens of the GLOBE project and other relevant studies, (...) the article develops a comprehensive typology of insurance solutions that account for diverse cultural, social, and economic consumer characteristics. The typology includes insurance solutions tailored to reduce uncertainty, individualistic and collectivist preferences, long-term planning, and social and environmental considerations. Such adaptations are crucial for addressing the distinct needs of consumers across different regions and cultural contexts. The article also emphasizes the growing role of digital transformation in the insurance sector. Advanced technologies, such as artificial intelligence, big data analytics, and digital platforms, are enabling the personalization of insurance products, enhancing customer experience, and fostering efficient communication between companies and consumers. These technologies provide innovative opportunities to align insurance offerings with cultural nuances, while simultaneously addressing global challenges such as climate change, economic instability, and the increasing demand for sustainable and socially responsible solutions. In addition to its practical implications, the research offers theoretical insights into the integration of cultural dimensions into product development and marketing strategies. By adapting insurance products to cultural contexts, companies can build stronger customer relationships, improve loyalty, and enhance competitiveness in international markets. Furthermore, the article underscores the importance of transparent and trustworthy practices in the insurance industry, which are vital for fostering confidence among consumers, particularly in culturally diverse environments. (shrink)

Purpose. The aim of the article is to study the practice and peculiarities of organization and development of biotechnology industries in the world, to identify common features of the economy of the industry enterprises, to determine the main trends of the world biotechnology market. Methodology of research. Theoretical and methodological principles of the article are based on the fundamental provisions of modern economic science. The following methods were used in the process of the research: theoretical generalization and scientific abstraction - (...) when studying the basic concepts and categories of the study; method of system analysis - when forming the methodological base of the study; method of comparative analysis - when identifying regional and temporal patterns of development of biotechnology; tabular and graphical - for visual representation of the dynamics and structure of the analyzed indicators; generalization - to substantiate the conclusions. Findings. The features of economics and organization of biotechnology industries are considered, with an emphasis on the most exemplary international experience. The biotechnology is considered as a branch including many specific enterprises which have common features in the organization of the production and management process. Specific and common characteristics of biotechnology industries are highlighted with respect to the organization of management, the technologies used in management, attracting investment and the implementation of the whole range of business processes. Originality. Studies of the trends in the development of biotechnologies worldwide have been further developed. Future research will focus on the potential for biotechnology development in Ukraine. Practical value. Determination of global trends in biotechnology production can serve as prerequisites for the development of biotechnology in Ukraine. (shrink)

Purpose. The purpose of this paper is to explore the critical role of leadership in ensuring the success of a project. It aims to analyze how various leadership styles, skills, and strategies contribute to effective project management, team cohesion, and the achievement of project goals. The study seeks to highlight the direct and indirect ways in which a leader influences project outcomes and how leadership adaptability can address challenges faced in different phases of project implementation. Design / Method / Approach. (...) The research employs a qualitative approach, examining existing literature on leadership in project management. Findings. The findings suggest that leadership plays a decisive role in project success. The ability of a leader to adapt to unforeseen challenges, manage team dynamics, and make informed decisions under pressure is crucial. The study also emphasizes the importance of emotional intelligence in leadership, especially in maintaining team morale and motivation. Theoretical Implications. This research contributes to the theoretical understanding of leadership in project management by providing a framework that links leadership styles to specific project success factors. It reinforces existing theories of transformational and adaptive leadership, while also proposing new insights into the significance of emotional intelligence and decision-making agility in project environments. Practical Implications. For project managers and organizations, this study offers practical guidance on how to develop leadership capabilities that enhance project success. Training programs that focus on emotional intelligence, communication skills, and adaptability are recommended for project leaders. Moreover, organizations are encouraged to foster a culture that supports continuous learning and leadership development. Originality / Value. The originality of this paper lies in its comprehensive analysis of leadership in diverse project environments. The value of the study extends to both academic and practical applications, offering actionable insights for improving project leadership. Research Limitations / Future Research. The study is limited by its qualitative nature and the specific industries from which data were collected. Future research could expand the scope to include quantitative analysis and explore leadership in different cultural and organizational contexts. Paper Type. Review Paper. (shrink)

Introduction. The medical sphere is constantly evolving, requiring improved approaches to its organisation and functioning. Advances in medical technology, observable changes in patient needs and growing competition challenge medical institutions to improve their strategies and approaches. Marketing technologies are becoming one of the key tools for achieving strategic goals. Purpose. This article is aimed at studying the peculiarities of the use of marketing technologies in the medical field. The main purpose of the study is to analyse the impact of marketing (...) tools on the development and success of medical institutions. Method (methodology). The methodological approach involves the use of an analytical approach to studying current trends in marketing and their impact on the healthcare sector. The study uses methods of data analysis and comparative analysis of marketing practices in medical institutions. Results. The study found that the use of targeted marketing strategies allows healthcare facilities to attract more patients, increase customer satisfaction and ensure an excellent reputation. The results of the study show a positive impact of the use of marketing tools on changing the perception of medical services by patients. Conclusions. The scope of application of the results is the practical activities of medical institutions seeking to improve their strategy of promotion and interaction with customers. The findings of the study can be used by marketers and managers of healthcare organisations to develop and implement effective marketing strategies. In summary, this article reveals the importance of using marketing technologies in the healthcare sector and provides practical recommendations for their successful implementation. The study emphasises that marketing in the healthcare industry is necessary to increase competitiveness and ensure quality medical care. (shrink)

Стаття присвячена питанням формування інформаційної компетентності майбутнього менеджера-економіста в сучасному освітньому просторі Украхни.

The article explores the phenomenon of visual and aesthetic thinking as an emerging managerial competence and an integral component of management culture in the hospitality industry. Moving beyond traditional rational approaches, the study conceptualizes visual-aesthetic thinking as a form of managerial intelligence that integrates cognitive, sensory, and cultural dimensions of decision-making. It emphasizes that visual perception, color, composition, and spatial design function as non-verbal management tools capable of structuring team behavior, stimulating creativity, and reinforcing brand identity. Based on content analysis (...) and comparative review of international and Ukrainian research, the authors identify four structural dimensions of this phenomenon: visual culture as a channel of managerial communication, the cognitive-aesthetic nature of decision-making, the aesthetic environment as a managerial instrument, and visual-aesthetic thinking as a marker of advanced leadership culture. The study demonstrates how managers in hotels and restaurants utilize visual codes, design elements, and aesthetic cues to create multisensory service environments that enhance staff motivation, improve customer experience, and promote emotional coherence within teams. The authors argue that the aestheticization of management contributes to organizational stability, cognitive economy, and the emotional sustainability of service personnel. The findings expand theoretical understanding of aesthetic intelligence in management and suggest practical implications for leadership development, staff adaptation, and the design of emotionally engaging service spaces in the hospitality sector. (shrink)

The article explores visual culture as a conceptual and practical foundation for managerial thinking in the modern restaurant industry. It argues that visual culture, beyond its aesthetic function, serves as a cognitive and organizational framework that shapes strategic, operational, and communicative processes within hospitality enterprises. Drawing on an interdisciplinary methodology that combines visual studies, management theory, and case analysis, the authors examine how visual identity, design, and media integration affect managerial decisions, internal coordination, and customer interaction. The study highlights the (...) phenomenon of the “visual turn,” which redefines managerial cognition through imagery, visual metaphors, and spatial structures. Empirical cases of restaurant brands, such as Taco Love, The Oak Stave, and Chipotle, demonstrate that a consistent visual identity, coherent social media representation, and well-structured spatial aesthetics increase brand recognizability, emotional engagement, and organizational coherence. The research identifies the motivational dimensions of visual thinking, emphasizing how visualization enhances decision clarity, stimulates creativity, and strengthens responsible leadership within service teams. The findings confirm that visual culture serves as both a communicative and motivational mechanism for developing managerial literacy, fostering ethical awareness, and shaping leadership identity in the hospitality sector. The study concludes that visual management tools - dashboards, graphic standards, infographics, and storytelling media—constitute not merely instruments of representation but cognitive architectures that structure thought and behavior in the contemporary restaurant environment. (shrink)

Digital technologies are becoming an essential tool in modern trade, contributing to its development and change. This article examines global trends in using digital technologies in trade and their potential impact on the Ukrainian market. The research shows that e-commerce, mobile shopping experience, smart technologies, and data analytics are key areas that affect consumers and business processes. The authors of the article analyze the impact of digital technologies on consumers, pointing to the growth of e-commerce and the convenience of online (...) shopping. Smart technologies such as facial recognition, chatbots, and virtual reality are becoming increasingly common in trade processes. The authors discuss the potential benefits of digital technologies for the Ukrainian market and point out the need to adapt and implement these innovations. (shrink)

Purpose. The aim of this study is to determine the role of emotional design as a strategic management tool in the hotel and restaurant business and to analyse its impact on decision-making efficiency, organizational behaviour adaptability, and cognitive engagement of personnel. Methodology of research. The study applies an interdisciplinary approach combining qualitative content analysis of academic publications, case studies of hotel and restaurant enterprises, cognitive analysis of management patterns, and visual ethnographic research of the spatial-sensory environment. The conceptual foundation is (...) based on the design-based strategic management approach, which enables the assessment of how spatial design solutions influence strategic thinking and behavioural models. Findings. The research revealed that emotional design influences key aspects of management in the hotel and restaurant business: it accelerates decision-making in critical situations, reduces cognitive load on staff, fosters a positive emotional environment for customers, and increases customer loyalty. It was proved that spatial design can act as a latent regulator of team behaviour, supporting self-organization and effective interaction without administrative pressure. Originality. The study proposes an interpretation of emotional design as a framing element of strategic management in service businesses. For the first time, the functional multi-level structure of emotional design (visceral, behavioural, and reflective levels) is generalized and its impact on the cognitive engagement of both staff and clients is defined. Practical value. The recommendations developed for integrating emotional design into hotel and restaurant management strategies can be used to improve service efficiency, enhance internal communication, and establish a sustainable emotional connection with customers. The findings are relevant to both physical and digital service environments. (shrink)

Problem statement. Modern marketing requires effective tools to attract and retain customers, as well as improve communication with the audience. In this context, the use of artificial intelligence, in particular, ChatGPT (Generative Pre-trained Transformer), can be a promising innovative solution. However, the conclusions about the potential benefits and limitations of using ChatGPT in marketing are ambiguous, due to the little experience gained in this area. The purpose of the study is to assess the potential of using ChatGPT in marketing strategies, (...) to study the opportunities and challenges it presents for improving the efficiency of communication with customers and brand development. The methodological basis of the study is based on modern research on marketing and artificial intelligence and analysis of the results of using ChatGPT in real marketing campaigns. The main hypothesis of the study is the assumption that the use of ChatGPT in marketing can improve the quality of customer service, increase brand engagement, and increase customer loyalty. Summary of the main research material. The study examines the results of using ChatGPT in marketing strategies, in particular in online communications, especially in areas where personal interaction with customers is important. The working hypotheses were confirmed based on the analysis of data and information collected during the study. Possible limitations and challenges related to the implementation of ChatGPT in marketing practices were identified. The originality and practical significance of the study lies in the fact that the analysis helped to reveal the potential of using ChatGPT in marketing strategies and made it possible to formulate recommendations on the optimal use of this technology to attract and retain customers. Conclusions and prospects for further research. The conducted research allowed us to state that the use of ChatGPT in marketing contributes to increasing the efficiency of marketing activities of the enterprise in general and improving communications with customers in particular. Further research may include the development of new algorithms and strategies for the optimal use of artificial intelligence in marketing. (shrink)

У монографії комплексно досліджено економічні детермінанти та конкурентні стратегії розвитку сучасних бізнес-структур в Україні та світі. Розглянуто теоретичні засади та практичні аспекти формування конкурентних стратегій підприємств у сучасних економічних умовах, враховуючи галузеву специфіку. Проаналізовано вплив глобалізації, діджиталізації та інноваційних процесів на розвиток бізнесу, а також їх роль у формуванні нових бізнес- моделей. Висвітлено актуальні питання управління конкурентоспроможністю, інвестиційною привабливістю та економічною безпекою підприємств. Досліджено особливості розвитку різних галузей економіки та специфіку функціонування малого і середнього бізнесу. Значну увагу приділено інноваційним підходам (...) до управління бізнес-процесами та людським капіталом. Запропоновано науково обґрунтовані рекомендації щодо вдосконалення стратегічного управління та підвищення ефективності діяльності сучасних бізнес-структур в умовах динамічного ринкового середовища та посилення глобальної конкуренції. Для власників та керівників бізнесу, менеджерів, економістів, науковців, викладачів, аспірантів, студентів та державних службовців, які опікуються питаннями розвитку підприємництва та конкурентної політики. (shrink)

An ecosystem model of effective solution to the customer management quality issue based on the platforms’ (internal and external) interaction is proposed, which indicates that digital platforms are the main tool of digital corporate transformation and regeneration. The key elements of the digital leadership strategy based on the “business model-ecosystem” interaction were identified, allowing determining the main features of the digital leadership strategy and forming the deployment direction within the corporate structure. The “road map” model of digital leadership strategy formation (...) is introduced, the stages’ sequence of digital strategy formation is systematized, and its key elements are outlined. (shrink)

Монографію присвячено теоретичним дослідженням менеджменту науки. Розглянуто сутність управління науковим пошуком як окремого виду діяльності. Досліджено шляхи вирішення фундаментальних та прикладних питань, які виникають під час проведення наукових досліджень та впровадження їх результатів. Визначено категорії культури наукового пошуку. Окрему увагу приділено питанням захисту інтелектуальної власності, а також презентації та комерціалізації результатів наукових розробок. Монографія буде корисною для магістрів, аспірантів, молодих науковців та усіх, хто займається науковими дослідженнями.

Communication is an important process in managing any organization. In the modern world, it is difficult to imagine communication without the use of various messengers - applications that allow exchanging messages in real-time over the Internet. Attracting attention and convincing consumers are closely related to communication theories, media, psychological principles of perception, processing, and memorizing information. -/- According to research by Hootsuite and We are Social, in 2020, the audience of messengers exceeded 4 billion people. Only on WhatsApp, the monthly (...) audience was 1.6 billion people ("Digital in 2020", 2020). In Ukraine, according to Kantar CMeter, the Viber messenger in January 2021 ranked third in the rating of mobile applications among all Android mobile devices users aged 16-55, Telegram and Facebook Messenger - eighth and ninth, respectively ("Rating of mobile applications", 2021). The spread of messengers is happening in all spheres of social life, including among gamers who use these applications to communicate within gaming clans (a gaming clan or community - a group of players in online games). Gaming communities have much in common with other forms of organization, so studying them allows conclusions to be drawn about organizations as a whole. (shrink)

The article is timed to coincide with the thirtieth anniversary of Ukraine's independence. Based on the generalization of fundamental and applied studies of scientists, the author's vision of such category as the gender parity is conceptualized. Based on the analysis of historical events related to the development of the state, the formation of cultural and social values in determining the gender identity of modern society is substantiated. Based on the analysis of literary and regulatory sources, the structure of the state (...) administration of Ukraine is visualized, which has become the basis for the diagnosis of gender aspects. Based on the analysis, the problems of gender parity in the public administration system of Ukraine are identified. (shrink)