Bulletin of Sumy National Agrarian University

CONCEPT OF A SUSTAINABLE DIGITAL BUSINESS MODEL FOR THE MANUFACTURING SECTOR

Inna Koblianska — 2025-08-27

Achieving sustainable development goals requires the broad implementation of circular economy (CE) practices in business. Modern digital technologies have significant potential to support this process by enabling the effective implementation of circular strategies through the transformation of existing business models. This, in turn, necessitates research into the nature and content of such transformations. The purpose of this study is to develop a generalised concept of a business model for a manufacturing enterprise, based primarily on the use of digital technologies to apply the core principles of the circular economy and contribute to sustainable development goals. The research methodology involves identifying the most relevant publications from the Scopus database (since 2015) that integrate circular business models and digital technologies, followed by a qualitative analysis. This analysis focused on identifying specific forms of business process transformation, key life cycle stages for implementing CE practices, and the main digital tools enabling such transformation. Based on the findings, a generalised concept of a Sustainable Digital Business Model (SDBM) for a manufacturing enterprise was developed. It integrates the classical elements of a business model (value creation, delivery, and capture) with life cycle phases and the application of circular economy principles through digital tools. The study demonstrates that digital tools within the SDBM framework are applied at all stages of the production–consumption cycle to increase process transparency and efficiency, generate informational, service, and resource value, and ensure sustainable synergy among all stakeholders. The concept of an SDBM functions as a systemic framework that facilitates the simultaneous use of digital solutions to close material loops, foster new forms of user interaction, transform business processes, and advance sustainable development goals. This concept can be adapted across various sectors of the economy and serve as a foundation for the development and implementation of practical business solutions.

INNOVATION POLICY OF THE ENTERPRISE: ORGANIZATIONAL AND ECONOMIC ASPECT OF ADAPTATION TO THE CHALLENGES OF MARTIAL LAW

Nataliia Kotvytska — 2025-08-27

Purpose and relevance: this research addresses the critical need to understand how enterprises can effectively transform their innovation policies under martial law conditions, specifically during the Russian-Ukrainian war. The relevance stems from the unprecedented challenges faced by Ukrainian businesses, requiring rapid adaptation of traditional innovation management approaches to ensure survival and maintain competitive advantages in extreme operating conditions. The study fills a significant gap in scientific literature regarding innovation management during wartime conflicts. Methodology: the research employs a comprehensive mixed-methods approach combining theoretical analysis, empirical case studies, and comparative analysis. Methods include systematic literature review of domestic and international sources, content analysis and scenario modeling. Results: the research reveals that enterprises capable of rapid innovation policy adaptation demonstrate thirty-five percent higher resilience to crisis phenomena compared to those using traditional approaches. Key findings include identification of five critical components of adaptive innovation policy: early warning systems, flexible organizational structures, diversified resource bases, digital infrastructure, and comprehensive risk management systems. Digital transformation acceleration, creative thinking development, and strategic partnership formation emerge as primary opportunities created by wartime conditions. Practical value: the study provides actionable recommendations for developing flexible innovation management systems capable of responding effectively to unprecedented challenges while maintaining long-term development prospects. The proposed adaptive innovation policy model serves as a practical framework for enterprises operating under crisis conditions. Research findings contribute to post-war economic recovery planning and offer valuable insights for international businesses facing similar extreme circumstances. The results support evidence-based decision-making in innovation management and provide theoretical foundations for future crisis-resistant innovation strategies.

YOUTH EMPLOYMENT AS A FACTOR OF MACROECONOMIC RESILIENCE AND INFRASTRUCTURE RECOVERY IN POSTWAR UKRAINE

Yelyzaveta Mykhailova — 2025-08-27

This article investigates the macroeconomic significance of youth employment in postwar Ukraine, with a specific focus on its impact on the recovery and continuous functioning of critical infrastructure systems. The urgency of the topic is determined by the unprecedented challenges facing the national labor market, including demographic decline, forced migration, and the growing mismatch between professional skills and structural labor demand. Particular attention is paid to the integration of young professionals into infrastructure-intensive sectors such as energy, communications, transportation, and construction, which are essential for ensuring national resilience and economic sustainability. The study applies a multidisciplinary methodology, combining content analysis of institutional frameworks, national recovery strategies, and labor market data with systemic assessment of workforce capacity and regional disparities. The findings reveal that despite the increasing vulnerability of the youth segment, it remains an underutilized strategic resource capable of accelerating innovation, rebuilding essential services, and contributing to fiscal recovery through expanded employment and human capital development. The research also outlines the limitations of current employment policies and vocational education initiatives, many of which remain fragmented and insufficiently aligned with macroeconomic priorities. The practical value of this study lies in its policy recommendations aimed at aligning youth labor market activation with national postwar reconstruction goals, promoting targeted institutional support, and reinforcing the long-term stability of infrastructure systems through integrated labor market planning. Strengthening mechanisms of youth engagement is also crucial for reversing the effects of brain drain and ensuring inclusive growth. As Ukraine moves forward with its reconstruction agenda, the role of young professionals must become central in shaping a resilient and future-ready economy. Their effective involvement in national rebuilding efforts will determine not only short-term recovery but also the strategic competitiveness of Ukraine in the global landscape.

REGIONAL DEVELOPMENT IN LATIN AMERICA AND THE CARIBBEAN

Svitlana Radziyevska — 2025-08-27

The paper focuses on the history of the regional integration processes development in Latin America and the Caribbean (LAC). The publication highlights the impact of the U.S. on the development of this region: it touches upon the Monroe Doctrine; reveals the goals, the principles, the budget of the Organization of American States (OAS), as well as the context of the formation of the Latin American Free Trade Association (LAFTA), which had been created to ensure the economic independence of the LAC countries through the development of intra-regional trade and industry. The author demonstrates that the idea of the LAFTA formation originated in the 1950s, similar to the concepts that led to the establishment of the European Economic Community, the European Free Trade Association, the Central American Common Market. The LAFTA treaty was signed on February 18, 1960 by Argentina, Brazil, Mexico, Paraguay, Peru, Uruguay, Chile. Colombia, Ecuador, Venezuela, olivia joined a bit later. The LAFTA was transformed into the Latin American Integration Association (LAIA) under the Treaty of Montevideo, which entered into force in 1981. The members of the LAIA are Argentina, Bolivia, Brazil, Chile, Colombia, Cuba, Ecuador, Mexico, Panama, Paraguay, Peru, Uruguay, and Venezuela. Thanks to the LAIA, the MERCOSUR and the Andean Community of Nations were initiated. The second integration bloc, formed in the interests of the countries of the region, the Central American Common Market (CACM), was launched by the Republic of Guatemala, El Salvador, Honduras, Nicaragua. The CACM Treaty was signed in December 1960 in Managua. The CACM was joined by Costa Rica in 1962, by Panama in 2002. The article offers the dynamics of the share of the GDP of the LAC states in the world, as well as the dynamics of the nominal GDP of Brazil, Argentina, and Mexico as the key economies of the region. In 2023, Brazil ranked ninth in the world in terms of the nominal GDP: according to the IMF - USD 2’173.67 bln, while in terms of GDP based on PPP, it ranked seventh with the indicator of 2.419% of the world GDP based on PPP. Brazil is the engine of the region.

ANALYSIS OF FINANCIAL AND MARKETING POTENTIAL IN PUBLIC PROCUREMENT AS A FACTOR IN IMPROVING THE EFFICIENCY OF AN ENTERPRISE

Marharyta Lyshenko — 2025-08-27

The article examines the integration of marketing and financial potential of enterprises in the context of participation in public procurement as a key factor in increasing their competitiveness and efficiency. The main indicators of assessing marketing potential are considered, such as the share of won tenders, the level of adaptation of proposals, activity on electronic platforms, as well as the image and reputation of the enterprise. The analysis of financial potential focuses on solvency, creditworthiness, profitability, cash flow and financial stability. It is noted that a comprehensive approach to assessing these indicators allows for effective planning in public procurement, optimizing resources and strengthening the position of the enterprise in the market of public orders. The practical value of the study arises in the development of recommendations for increasing the integration of marketing and financial strategies, which contributes to the sustainable development and growth of enterprises in the field of public procurement. Public procurement is one of the key instruments for regulating the state economy and ensuring transparency in the use of budget funds. At the same time, competition among procurement participants is constantly growing, which places increased demands on the level of preparation of enterprises, in particular, on the development of their marketing and financial potential. The conditions of digitalization, automation and strengthening of regulatory and legal regulation require public procurement participants to take an integrated approach to the formation of strategies that combine marketing capabilities with financial resources. Despite significant attention to individual aspects of marketing and finance in public procurement, the issue of their comprehensive integration and mutual influence on increasing the efficiency of enterprises' participation in tender procedures has not been sufficiently studied. The relevance of the topic is due to the need to ensure the development of methodological approaches and recommendations that allow effective business entities to compete effectively at the state level, optimize the use of resources and ensure sustainable development. Thus, the study of mechanisms for combining marketing and financial potential in public procurement is of great importance for the scientific community and the practice of enterprise management in the conditions of the modern economy.

TRANSFORMATION OF BUSINESS ETHICS IN THE CONDITIONS OF MARTIAL STATE: CHALLENGES FOR UKRAINIAN ENTERPRISES

Larysa Kalachevska — 2025-08-27

The article examines the shifts in Ukrainian business ethics amid the war. The research attempts to pinpoint the traits of evolving business ethics in Ukrainian businesses under martial law, and also evaluate the difficulties encountered by enterprises concerning corporate conduct, and ethical leadership throughout the armed conflict. To achieve this objective, the research utilized different approaches, including analysis of scientific literature and the regulatory structure, comparative examination, and an inductive-deductive methodology - for a complete investigation of the evolution of business ethics of Ukrainian firms under martial law. This facilitates identifying the specifics of changes in ethical approaches to management, forms of social responsibility, the nature of interaction with stakeholders, and adaptation strategies of Ukrainian enterprises in the crisis conditions of wartime. Specific focus is given to the study of martial law's effect on business ethical issues and the evolution of fresh priorities in relationships with stakeholders. The significance of corporate social responsibility as a component of ethical business behavior is explored. The role of stakeholders in impacting companies' ethical actions is elaborated. The correlation between business management and corporate conduct is analyzed. The characteristics of business ethics' evolution during martial law are determined. A review of the progression of ethical values, management techniques, and company practices of Ukrainian firms throughout martial law is offered. This analyzes Ukrainian enterprises' experiences concerning moral conduct and CSR during a full-scale conflict. Organizational efforts to support ethical business are examined. To uphold competitive positions and assist companies adapt during martial law, advice for ethical leadership amid crisis scenarios is offered. The practical merit of the study is in creating recommendations for Ukrainian firms regarding the effective implementation of ethical principles and social responsibility under martial law, which helps boost their resilience and stakeholder trust.

THE ROLE OF ESG RISK ASSESSMENT IN CORPORATE PROJECTS: A MULTIDIMENSIONAL THEORETICAL AND EMPIRICAL ANALYSIS

Yingxue Duan — 2025-08-27

This study examines the multidimensional role of ESG risk assessment in corporate projects through theoretical frameworks (stakeholder theory, institutional complexity) and empirical analysis of Chinese A-share manufacturing firms (2013–2023; 23,660 observations). Key findings reveal ESG performance significantly enhances corporate high-quality development (β=0.185, p<0.01), with environmental risk management showing the strongest marginal impact. Digital transformation acts as a critical positive moderator: each 1-unit increase in digitization amplifies ESG’s value contribution by 23.7% through dual mechanisms – efficiency gains (e.g., blockchain reducing ESG report errors by 65%) and signal enhancement (IoT data increasing green premiums by 2.3%). Significant industry heterogeneity exists: high-tech firms achieve higher ESG governance efficiency (0.9071) versus traditional manufacturers (0.3994), attributed to green innovation synergies. Institutional complexity (e.g., conflicting domestic/international rating weights) drives ESG rating divergences, prompting the proposed "Dynamic Adaptive Governance Framework." This framework advocates risk quantification via an ESG Risk Matrix (e.g., CO₂ intensity × carbon price sensitivity), differentiated resource allocation (high-tech: 2.5%–3.2% revenue for R&D; traditional: 55% ESG budget to environmental tech), and institutional adaptation ("GLOBE-Local" strategies like emphasizing religious respect in Southeast Asia). Methodologically, the DN-DDF efficiency model uncovers stage-specific bottlenecks, showing sustainability phases lag profitability stages by 7.4% efficiency. Practical implications include leveraging digital tools for ESG compliance and customizing governance by industry/region. Limitations involve environmental data gaps and dynamic external shocks. The research validates ESG’s economic value through multidimensional risk interactions, establishes digitization as a key enabler, and provides actionable benchmarks for complex institutional environments.

INNOVATIVE MECHANISMS, TOOLS AND FUNCTIONS OF PERSONNEL MANAGEMENT IN THE CONDITIONS OF DIGITALIZATION OF PROCESSES

Marharyta Lyshenko — 2025-08-27

In the current conditions of digital transformation of the economy and society, not only production technology is changing, but also the principles of personnel management. The digitalization of management processes forms new approaches to interaction with employees that meet the requirements for the flexibility of the organizational structure, transparency of communications and speed of decision-making. The article reveals modern trends and features of the process of digitalization of personnel management in the context of the transformation of organizational activities. The relevance of the introduction of digital technologies in the HR sphere as an important factor in increasing the efficiency of management functions is substantiated. Key innovative tools and mechanisms used in the digital HR environment are identified, in particular talent management systems, digital recruitment platforms, HR analytics, the use of artificial intelligence and automated personnel support services. The impact of digitalization on the main functions of HR management – planning, motivation, control, communications – is analyzed, and challenges related to data security, personnel adaptation, the need for digital literacy and a change in management culture are developed. Conclusions are formulated regarding the need for a strategic approach to the implementation of digital transformations in the field of human resources management as an important factor in the development of a competitive enterprise. The purpose of the article is to study the impact of digitalization processes on the enterprise's personnel management system, identify the main challenges and opportunities that digital technologies create for HR functions, and substantiate innovative tools that contribute to increasing the effectiveness of personnel policy in the context of digital transformation. In the research process, a set of general scientific and special methods was used, which provided a comprehensive study of the impact of digital technologies on the sphere of personnel management. In particular, methods of analysis and synthesis were used to systematize scientific sources and theoretical approaches to the digital transformation of HR processes; comparative analysis to identify differences between traditional and digital models of human resources management. The systematic approach allowed us to study HR functions as part of a single organizational mechanism in the context of digitalization. In addition, the method of content analysis was used to study current analytical reports, cases of implementing digital solutions in HRM practice. The method of induction and deduction provided substantiation of conclusions regarding transformational processes in the sphere of personnel management and the formation of practical recommendations. The practical value of the article consists in the identified key areas of digital transformation of HR functions and the formulation of recommendations for the implementation of innovative HR technologies in the practice of Ukrainian enterprises. The results presented in the article can be used by HR specialists, heads of organizations, and HR consultants to optimize the processes of recruiting, training, motivating, and evaluating employees in the context of digitalization. The developed approaches contribute to increasing the effectiveness of HR policy, ensuring the adaptation of personnel to changes in the digital environment and the formation of digital competencies of employees.

FORMATION OF A MANAGEMENT PERSONNEL DEVELOPMENT SYSTEM AT VARIOUS PHASES OF THE COMPANY'S LIFE CYCLE

Іllia Makhin'ko — 2025-08-27

The article addresses the urgent task of cultivating agile leadership in Ukrainian fintech companies confronted with stormy markets, relentless digital expansion and the demands of post war renewal. Its purpose is to elaborate an adaptive life cycle oriented system for managerial development that synchronises competence building with business growth, stabilisation and reinvention while embedding the principle of antifragility. Methodologically, the study integrates phased corporate diagnostics, HR analytics, scenario mapping, project management modelling and critical synthesis of progressive learning practices, yielding a coherent evidence informed design. The resulting framework delineates phase specific objectives, preferred learning formats and feedback loops, uniting cloud based learning systems, mentoring ladders, OKR centred performance dialogues and predictive people analytics into a single iterative circuit. It demonstrates how timely alignment of development instruments heightens strategic clarity during scaling, preserves operational excellence at maturity and accelerates creative restructuring in downturns. The model rests on four guiding principles - proactivity, evidence orientation, digital scalability and continuous feedback - that transform crisis signals into learning stimuli. It specifies a coverage ratio indicator for monitoring the share of managers whose skills are refreshed relative to evolving strategic needs and offers a decision canvas for prioritising interventions under budget constraints. Implementation guidelines illustrate how remote learning modules, 360-degree reviews and predictive attrition alerts can be phased across start up, growth, maturity and renewal stages, securing seamless knowledge transfer and sustaining entrepreneurial momentum. Practical value lies in a modular toolkit for embedding digital HR platforms, behavioural metrics and phased budgeting into talent strategies, enabling executives to allocate scarce resources rationally, reinforce retention, mitigate competence gaps and nurture an innovation-ready culture that grows stronger through adversity nationally and internationally.

DIGITAL RISKS IN BUSINESS DEVELOPMENT MANAGEMENT

Oleksii Plesiuk — 2025-08-27

It is proven that the number of digital risks, the intensity of their impact and the probability of their manifestation within the financial and economic activities of enterprises are constantly growing: the nature of digital risks is multifaceted, and the impact is systemic and large-scale, and therefore they pose a threat to the functioning of companies and the implementation of their strategic development goals. Arguments are provided in favor of the hypothesis that effective digital risk management is a critically important element of strategic planning and functional management. It is established that digital risk management is an effective tool for maintaining a high level of trust of customers, partners and other stakeholders in the company's activities, and is also important for forming corporate faith of personnel in the prospects for the development of the enterprise. The ranking positions of countries in terms of cybersecurity and digital development indicators (in terms of leaders and outsiders, as of the beginning of 2025) are summarized. The list of main types of digital risks is specified, which includes: phishing, ransomware, DDoS attacks, malware, cyber interdependence, geopolitical risks, deep fakes, cybercrime. It is assumed that the level of digital literacy of enterprise personnel significantly affects the ability to prevent digital risks and minimize their consequences for corporate resources and business reputation. It is found that the combination of technical solutions, personnel measures, legal protection and strategic management creates the basis for reducing digital risks during the implementation of the enterprise's development strategy. It is established that as a reaction to the active spread of digital risks in management science and in practice, a separate functional direction of organizational management has been formed digital risk management, the purpose of which is the timely identification, assessment and development of measures to reduce the level of digital risks and minimize their number. For a company to professionally perform digital risk management tasks, it is advisable to combine the efforts of internal security-oriented management specialists and external digital risk management professionals, such as employees of IT service companies.

WAYS TO UPDATE THE MODEL OF THE STRATEGY FOR MANAGEMENT OF INNOVATION PROCESSES AT UKRAINIAN ENTERPRISES IN THE MARKET ENVIRONMENT

Oleksandr Khrystenko — 2025-08-27

Changing trends in market transformations associated with changes in demand and supply for goods, services, etc., necessitate updating the model of innovation process management strategies at domestic enterprises. The purpose of the study was to find ways, approaches and methods for updating models of innovation process management strategies at Ukrainian enterprises in a market environment in order to increase their suitability for use under the influence of war risks and general economic uncertainty. To achieve this goal, the methods of content analysis of scientific literature, synthesis, deduction and induction methods, comparison and analogy methods were used. It was established that the first element that requires updating in modern innovation process management strategies are the strategic guidelines that enterprises strive to achieve. It is assumed that, unlike the strategy of innovative development of the enterprise, which aims to implement technological innovations through the prism of achieving the long-term goals of the business entity, the strategy of management of innovation processes should focus not on future changes and the introduction of updates in the future, but on the effective use of innovative approaches and practices already integrated in the enterprise, assessing the level of their effectiveness and finding opportunities to increase it. It is established that the list of elements of the strategy of management of innovation processes can be as follows: strategic guidelines and goals of the enterprise, a description of the organization of the innovation process, the structure and mechanisms of management of the innovation process with the distribution of specific tasks, such as decision-making, motivation, monitoring, control, risk management, information about the ecosystem of the enterprise in which the implementation of the innovation strategy will take place. Ways are proposed to update the model of the strategy for managing innovation processes at Ukrainian enterprises in a market environment, such as using the capabilities of digitalization and artificial intelligence in searching and processing information resources, human-centeredness in HR management and when working with clients, balancing the interests of stakeholders with the strategic goals of the enterprise, using a project approach in management, constant analysis of the market and customer needs, prioritizing the use of own resources to meet the needs for innovative changes, digital transformation of business processes, and risk-oriented management.

THE IMPACT OF GLOBAL DIGITAL TRENDS ON THE INTERNATIONAL MARKETING STRATEGIES OF HIGH-TECH COMPANIES

Viacheslav Makedon — 2025-08-27

The article is devoted to analyzing the impact of global digital trends on the formation of international marketing strategies of high-tech companies in the context of competition between the United States, China, and other leading countries. The aim of the study is to identify the digital trends influencing the competitiveness of high-tech enterprises and to assess their role in transforming international marketing strategies. The research is based on data from leading sources such as the IMD World Competitiveness Center, World Bank, Statista, and Huawei Technologies, employing comparative analysis of digital markets and technological innovations. It has been established that the United States and China control 88% of the market capitalization of global digital platforms in 2024, shaping a bipolar digital architecture that compels companies to adapt their marketing strategies to two dominant ecosystems. China has achieved the status of the world's largest domestic digital market due to the deployment of 5G and IoT, while the United States retains leadership in venture capital investment and the number of “unicorn” startups. The digital divide between developed economies and other regions complicates global integration, while intensifying telecommunications competition forces companies to revise their positioning strategies. The asymmetry in cloud infrastructure control defines the fundamental advantages of the U.S. in personalized marketing and analytics. The findings of the study may be used by high-tech companies to adapt their marketing strategies to the conditions of a bipolar digital landscape and to enhance their competitiveness in international markets. The results also offer recommendations for countries aiming to integrate into the global digital economy, particularly regarding infrastructure development and regulatory frameworks. This research is the first to systematically explore the influence of digital sovereignty and bipolar digital architecture on marketing strategies, highlighting their connection to global technological trends. It also synthesizes current challenges related to the digital divide and competition in the 5G/6G sectors, offering new perspectives for analyzing international marketing.

INNOVATIVE TECHNOLOGIES IN SUGAR BEET PRODUCTION: DEVELOPMENT PROSPECTS FOR THE SUGAR INDUSTRY

Roman Danylevskyi — 2025-08-27

The article examines the current state and development prospects of sugar beet production in Ukraine, with a focus on the implementation of innovative technologies, including digital solutions, bioenergy, robotics, and genetic improvement of beet varieties. The relevance of the study is driven by the challenges facing the industry: declining yields, market instability, environmental issues, and the impact of climate change. It is argued that effective integration of innovations can enhance productivity, reduce costs, improve product quality, and ensure the sustainable development of the sector. Special attention is given to recent advances in breeding (Magna, Sheila, Axel hybrids), agrochemistry (potassium biosulfates), automation (use of UAVs and the SugarViT system), and energy efficiency. The study also explores European experience, particularly the Smart Beet Initiative, as an example of a comprehensive approach to sustainable beet cultivation. The importance of using modern digital solutions-such as precision farming, agrorobotics, biotechnology, and energy-efficient technologies-is emphasized in the context of climate change and market volatility. Analytical data is presented on the dynamics of sugar beet sowing areas and yields in Ukraine for 2020–2024, as well as the performance characteristics of advanced hybrids. A separate focus is placed on the evaluation model for farmers' readiness to adopt robotic weeding systems-taking into account both ecological and technological factors. The study’s findings are practically significant for shaping an innovation-driven strategy in the sugar industry and strengthening the country’s food security. It is established that the deployment of autonomous field robots for weeding has the potential to reduce herbicide use and labor costs; however, its success depends not only on technical feasibility but also on farmers’ psychological readiness. In conclusion, the paper outlines future research directions and practical recommendations for the modernization of the sector. Ukraine possesses all the necessary prerequisites to integrate innovations into sugar production and align with European agri-food standards.

IMPROVING THE DEVELOPMENT OF AGROTOURISM

Kamala Khalil Yusifova — 2025-08-27

Agrotourism is an important type of tourism, a complex of activities of great importance in large socio-economic, ecological and a number of other aspects. The development of agriculture is an important condition not only for food security, but also for economic security and sustainable development of each country. The dynamic and sustainable development of this sector is directly related to the measures taken to ensure the socio-economic development of rural areas and support balanced regional development. The level and structure of employment play a decisive role in raising the standard of living of the rural population. As shown by advanced practice, the promotion of business activity in non-agricultural areas in rural areas can act as a driving factor not only in the sustainable development of these areas, but also in the development of the agricultural sector. In the described context, agrotourism has a unique and quite serious potential. This potential also deserves special attention in terms of diversification of business activity, as it expands the limited opportunities characteristic of rural areas. In this regard, we consider it appropriate to agree with the following position, which is widespread in Western economic and tourism literature. “Tourism, especially rural tourism, is an important tool and resource for the development of rural areas. Rural tourism provides development opportunities for small farms that cannot compete in the conditions of globalization of markets” [12, p. 5]. Although a broader approach to rural tourism, in other words, in terms of the general area of activity, is favorable in some cases from a macroeconomic point of view, the promotion of tourism activities, especially in terms of financial incentives, requires special details and clarifications. Let us say that the following approach, although an attempt to put an end to terminological discussions, provides practical advantages in statistical and other aspects of accounting. “Rural tourism is a concept that encompasses all tourist activities developed in a rural environment.”

USING THE POTENTIAL OF AGROTOURISM IN WORLD PRACTICE

Shafag Abdullaeva Huseyn — 2025-08-27

The superior development of the non-oil sector implies a comprehensive solution to the issues of forming a new structure of the national economy. For this purpose, innovative activity should be supported in the areas that form the sector in question, a new paradigm of resource use, especially human resources, should be formed, export-oriented activity should be promoted, public-private partnership should be supported in various types of multifunctional activity in rural areas, including in the development of tourism. The listed directions, of course, do not cover all the possibilities and priorities for their implementation. The scope of the problems to be solved is larger, the spectrum of issues on the agenda is wider. Increasing the labor income of the population in agrarian regions has accelerated the search for alternatives, increased attention to the possibilities of reviving agrotourism. Sustainable development of rural areas has made increasing economic activity here an objective necessity. The formation and development of agrotourism potential occurs under the influence of economic, social, environmental, institutional and a number of other factors. The issues of assessing the environmental capacity of these factors have not been sufficiently studied. The issues of identifying opportunities for increasing the efficiency of using agrotourism potential and determining ways to implement them are on the agenda. These and other factors are relevant for improving the use of agrotourism potential and require their comprehensive study. Agrotourism is an important factor in terms of increasing economic activity in rural areas. The efficiency of using agrotourism potential has a positive impact on sustainable development and improving the living standards of the population in those areas. Therefore, the study of the issues of forming agrotourism potential and improving its use is relevant. For the sustainable development of rural areas and increasing the income of the rural population, the formation of agrotourism potential and improving the system of its use are one of the important issues. The article substantiates the provisions on improving the use of agrotourism potential and makes suggestions.

RESEARCH OF TRENDS IN THE DEVELOPMENT OF THE FLOUR CONFECTIONERY MARKET IN UKRAINE

Andriy Lebedynets — 2025-08-27

The article examines the main trends in the development of the flour confectionery market under martial law and taking into account the level of vulnerability to negative downturns in the country's economy. The purpose of the article is to study the priority trends of sustainable development of the Ukrainian flour confectionery market in order to make informed commodity and business decisions. It is proven that the Ukrainian flour confectionery market is one of the most developed and attractive in the domestic food industry. During the study of the volumes of products sold by type of activity, a trend towards stable growth in the production of flour confectionery was revealed. It is confirmed that the majority of the trade assortment of flour confectionery is formed by domestic manufacturers, who are increasing supplies to domestic and foreign consumers. It is emphasized that the main factors influencing the volume of production are consumer demand, prices for raw materials and energy resources, and staffing at enterprises. The analysis of special literature allowed us to state that manufacturers use various methods of attracting consumer attention by expanding the range, which helps to minimize production costs and provide the market with a quality product at an affordable price. The study of export and import operations in the flour confectionery market is of particular interest. Particular attention is paid to establishing directions for increasing competitiveness in the domestic flour confectionery market. The main trends in the sustainable development of the Ukrainian flour confectionery market are identified. Procedures are proposed for implementing a quality and safety management system for flour confectionery products, the implementation of which is essential in ensuring the stability of quality and competitiveness of products in the consumer market. Further research should be aimed at developing a theory and methodology for segmenting the market by the origin of flour confectionery, as well as determining the share of the main market operators.