Yuliia M. Stasiuk

The article provides an in-depth analysis of the organizational and managerial factors influencing the integration of drone technology into last-mile delivery systems under the conditions of digital transformation and Industry 4.0. As e-commerce continues to expand and consumer expectations for speed and sustainability increase, drones are emerging as a promising innovation for optimizing logistics processes, reducing delivery times, and minimizing environmental impact. However, the adoption of such disruptive technologies involves not only technical readiness but also the effective coordination of managerial decisions, organizational structures, and regulatory frameworks. The study is based on a systematic literature review (SLR) that covered the period from 2021 to 2025, using the databases Semantic Scholar and Google Scholar. The selection process resulted in 21 specialized scientific articles, which served as the core analytical base for identifying management-related factors in drone delivery integration. These publications are narrowly focused on the topic of organizational and managerial issues in drone logistics. In addition, other academic and analytical sources, including review papers, reports, and policy documents, were used to provide broader contextual support for the literature review. The analysis included publications in the fields of engineering, business, environmental sciences, and computer science. The research identified five key management dimensions crucial for the successful adoption of drones in logistics: regulatory control, risk management, integration planning, human resource development, and operational management. From an organizational standpoint, the study highlights the importance of developing Big Data Analytics Capabilities (BDACs), creating adaptive business models, and cultivating a data-driven culture that supports evidence-based decision-making. Cross-departmental collaboration – particularly between engineering, IT, logistics, safety, and legal units – is seen as essential for managing the complexity of drone operations and ensuring compliance with international aviation and cybersecurity standards. At the managerial level, leadership commitment and the ability to manage change play a decisive role. The paper emphasizes that managers must promote the acceptance of AI-driven technologies, ensure ethical and regulatory compliance, and develop strategies that balance innovation with risk mitigation. Furthermore, an entrepreneurial and innovative culture fosters flexibility and long-term competitiveness, while organizational resilience enables firms to adapt to uncertainty and sustain strategic growth. The study also addresses practical challenges in drone implementation, including air traffic management, battery endurance, payload limitations, cybersecurity threats, privacy protection, and public acceptance. Public trust and social perception are recognized as critical determinants of the scalability of drone-based delivery systems, especially in urban environments. To gain public support, companies should develop transparent communication strategies and engage communities in discussions about safety, noise levels, and data protection. Additionally, the article examines hybrid delivery models that combine trucks and drones to optimize delivery networks. Such models demonstrate the potential for cost reductions of up to 55% compared to truck-only logistics, if infrastructure – such as charging stations, real-time tracking systems, and 5G connectivity – is sufficiently developed. Overall, the study concludes that the integration of drones into last-mile delivery requires not only technological innovation but also strategic managerial transformation. The success of this process depends on effective governance, risk management, and human capital development within adaptive organizational structures. The findings contribute to the broader discourse on sustainable and intelligent logistics systems and offer practical insights for managers, policymakers, and researchers seeking to enhance the efficiency, safety, and resilience of future delivery ecosystems.

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.

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.

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.

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.

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.

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.

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.

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.

Corporate social responsibility (CSR) has become an integral component of contemporary business practice, encompassing activities aimed at meeting the expectations of all stakeholders, maintaining environmental sustainability, and supporting the social sphere through initiatives such as educational projects and assistance to vulnerable population groups. The authors discuss various approaches to CSR, which differ according to the extent to which stakeholder interests are considered. The article examines the social responsibility practices of leading global pharmaceutical companies with long-standing experience and established traditions. Their CSR policies are structured around three key dimensions: environmental protection, social development, and corporate governance. Furthermore, the paper analyzes the development of CSR within domestic enterprises, focusing on the practices of major Ukrainian pharmaceutical companies whose activities are significantly influenced by current national circumstances. Internal CSR initiatives primarily aim to improve employees’ working conditions and overall job quality, whereas external CSR practices include the implementation of quality management, environmental management, and socially oriented governance systems that foster partnerships with key stakeholders. Based on the conducted analysis, the study outlines the main prospects for enhancing CSR in Ukrainian enterprises, particularly in the pharmaceutical sector, and identifies strategies for its further advancement. The findings indicate that only a limited number of domestic companies are fully engaged in CSR activities, with their progress hindered by insufficient funding, lack of financial incentives for socially oriented projects, and inadequate legislative support for socially responsible business practices.

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.

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.

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.

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.

In the modern context of healthcare system transformation, high levels of professional burnout among medical workers, and the increasing need to enhance human resource management efficiency, intangible methods of motivation are becoming particularly important. One such tool is organizational mythmaking – the deliberate creation of corporate myths, symbols, rituals, and positive narratives that foster emotional engagement, increase job satisfaction, strengthen team cohesion, and enhance employees’ identification with the medical institution. The purpose of this study is to substantiate the effectiveness of organizational mythmaking as a tool of non-material motivation for personnel in medical institutions and to identify the mechanisms of its implementation in management practices. The object of the study involves social processes and communication strategies that support the symbolic reinforcement of corporate culture in healthcare institutions. Methodologically, the article relies on an interdisciplinary approach that includes elements of organizational behavior, the sociology of myth, medical communication, and human resource management. The methods used include content analysis of heroized images of doctors in public discourse, qualitative analysis of symbolic elements (logos, rituals, narratives), and case study analysis illustrating the formation of a positive image and professional inspiration. The findings confirm that conscious development of corporate myths centered around the mission of the institution, heroic images of physicians, collective achievements, and professional dedication contribute to increased internal motivation, reduced emotional burnout, and improved communication within teams. The authors highlight key areas of mythmaking implementation: success stories, symbolic attributes, regular recognition rituals, and the formation of a positive social capital around the institution. The article also draws attention to potential risks of mythmaking, particularly the danger of creating artificial, inauthentic myths that may lead to distrust or skepticism among employees. To mitigate this, the authors propose principles of “ethical mythmaking” based on real achievements, transparency, collective recognition, and adherence to professional ethics. Thus, the conclusions of the study suggest that organizational mythmaking is a promising tool of strategic human resource management in healthcare. Its application supports not only the effectiveness of motivational policies but also the formation of a sustainable, emotionally cohesive, and value-oriented professional community capable of responding to modern challenges. JEL Classification: I12, M12, Z13

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.

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.

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.

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.

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.

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.

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.

Purpose. The aim of the article is to develop recommendations for improving business efficiency in cosmetology institutions through the introduction of modern management approaches and technologies. Methodology of research. The study was conducted using a comprehensive approach that included both quantitative and qualitative research methods. In particular, the analysis of statistical data was used to assess the market of cosmetology services and its dynamics, which allowed us to identify key trends and performance indicators of institutions. Surveys of experts in the field of cosmetology and management were used to collect opinions on the implementation of modern management practices and digital technologies in cosmetology institutions. Case studies of cosmetology institutions were conducted to analyse real-life examples of the implementation of automation systems, artificial intelligence, and marketing tools, which allowed us to identify the most successful practices and assess their impact on increasing profitability and competitiveness. Findings. It was found that the main factors affecting the efficiency of cosmetology institutions are innovative management practices, effective use of digital technologies, and adaptation to new marketing trends. It has been established that the introduction of business process automation systems, the improvement of marketing strategies, and the use of artificial intelligence can significantly increase the profitability and competitiveness of institutions. Originality. The results of the study have introduced new aspects to the understanding of management practices in the cosmetology business, in particular, effective strategies for implementing digital technologies and marketing tools have been identified. The importance of artificial intelligence in optimizing business processes and improving customer interaction is shown. Practical value. The practical recommendations developed in the study can be used by cosmetology institutions to improve the efficiency of their activities. The recommendations include the introduction of modern management practices, digital tools, and adaptation to new marketing trends, which will allow institutions to increase their competitiveness and profitability.

Timeliness, purposefulness, patient centeredness, consistency, and continuity are the general principles of rehabilitation and the defining tasks of developed countries, especially in the context of ensuring the realization of the rights and opportunities of people with disabilities. The purpose of the study was to identify the features of medical rehabilitation systems for persons with disabilities in the leading EU and NATO countries that have experience in rehabilitating combatants and to substantiate proposals for improving the current system of medical rehabilitation in Ukraine. The study is based on the analysis of the conceptual principles of building rehabilitation systems in eight countries with developed democratic institutions, experience of military operations and belonging to classical models of social protection: Canada, France, Germany, Italy, Poland, Spain, the United Kingdom, the United States. The methods of comparative analysis, structural analysis, objectivity and consistency were used. The main results of the study are the identification of weaknesses of the Ukrainian medical rehabilitation system, such as fragmentation of service provision, lack of unified management coordination, insufficient information and uneven location of institutions. The advantages of foreign systems are analyzed: targeting medical rehabilitation, use of outsourcing, involvement of the community and volunteers, creation of competition between medical institutions, emphasis on mental rehabilitation, and use of sanatorium and resort facilities. It is proposed to create a single state body for coordinating medical services, develop a national roadmap for rehabilitation measures, encourage volunteers and expand the range of rehabilitation professions. The experience of the leading EU and NATO countries demonstrates the need for a systemic restructuring of medical rehabilitation in Ukraine through the introduction of modern approaches and methods aimed at improving the quality and accessibility of services. Successful implementation of foreign experience will create an effective national system capable of meeting the current challenges and needs of people with disabilities

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

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.

The article analyzes the features of adaptive strategic planning as a tool for building managerial flexibility in small enterprises of the beauty industry. It focuses on the differences between improvisational, hybrid and institutionalized management models, as well as on the role of digital infrastructure, strategic publicity and marketing flexibility. A multiple case study of two Ukrainian beauty brands using structured content analysis was conducted, which allowed the development of an integrated model of the evolution of managerial flexibility. The findings demonstrate the gradual accumulation of managerial capacity through the implementation of CRM, AI personalization algorithms and inclusive branding. Practical recommendations are proposed for owners and managers of small service companies to facilitate the transition from situational to systemic strategic management, thereby enhancing their resilience and competitiveness.

The article presents the results of an interdisciplinary study focused on exploring the potential of storytelling as an innovative educational tool for developing critical thinking in students majoring in Management. The relevance of the topic is driven by the need for new pedagogical approaches that can cultivate analytical skills, reflection, reasoned decision-making, and effective communication in students – competencies that are fundamental to the professional activities of a modern manager. The article examines the theoretical foundations of storytelling, its functions within the educational process, and the typology of digital formats, including interactive narratives, visual storytelling, collaborative storytelling, and multimedia projects. Particular attention is given to the integration of storytelling with computational thinking, which supports the comprehensive development of both analytical and creative abilities. It is scientifically substantiated that narrative methods contribute not only to the acquisition of knowledge but also to the development of the ability to ask questions, critically interpret information, explore alternatives, and justify personal viewpoints. The empirical part of the study is based on an online survey conducted among 75 students of the Management program across different academic years. The findings indicate a positive attitude among students toward the use of storytelling, their interest in its application, and their recognition of its effectiveness in enhancing critical thinking skills. At the same time, the results reveal a limited use of active storytelling formats (such as story creation or role-playing), which restricts the full potential of this method. The authors emphasize the necessity of integrating storytelling into management education curricula as an essential component of a flexible, interdisciplinary, and competency-based learning environment that meets the challenges of the modern world.

Current transformations in the global trade in plastic waste are being driven by new environmental regulations, sustainability policies, and individual countries' decisions on the import of recyclables. The People's Republic of China's 2018 ban on plastic waste imports has significantly changed the structure of global recycling flows, calling into question the sustainability of the centralized recycling model. The study aims to assess the consequences of this decision for exporting countries, analyze their adaptation trajectories, and classify changes in trade dynamics in 2008–2024. The paper uses quantitative methods to analyze statistical data, builds the author's own trade flow change rate (TFCR), and applies cluster analysis using the K-means method to typologize countries by the nature of changes in the structure of plastic waste exports. Based on the data of international organizations (OECD, UNEP, ITC), regional disparities in the production and processing of plastics are characterized. Three groups of countries with different adaptation models are identified: resilient, partially adapted, and those that have lost market share. It was found that countries with a lower initial level of dependence on China were more likely to reorient to alternative markets or increase domestic capacity. Particular attention is paid to the evolution of China's environmental policy, which, after the ban, is aimed at developing its own processing technologies, controlling unauthorized imports and relocating export-oriented enterprises to Southeast Asia. It is substantiated that the current structure of the global recycling market is becoming more fragmented, asymmetric and technologically differentiated. The results of the study can be used to formulate a waste management policy, taking into account the risks inherent in new forms of environmental logistics.

Розглянуто питання формування системи управління соціальною відповідаль-ністю закладу охорони здоров’я. Класифіковано теоретичні підходи до визначення поняття «соціальна відповідальність». Наведено фактори, які заважають або сприяють введенню системи соціальної відповідальності у закладах охорони здоров’я на поточному етапі медичної реформи в Україні. Виокремлені складові, критерії та коефіцієнти ефективності соціальної відповідальності закладу охорони здоров’я. Запропоновано схему механізму управління соціальною відповідальністю закладу охорони здоров’я. Виділені можливі напрямки впровадження програм соціальної відповідальності та очікувані результати. Authors research questions of formation of the management system of social responsibility of health care institution. The theoretical approaches to definition of social responsibility are classified, it is given factors that hinder or facilitate the implementation of social responsibility in health care institutions on current stage of medical reform in Ukraine. Constituents, criteria, and effectiveness coefficients of social responsibility of health care institutions are outlined. It is offered the scheme of management system mechanism of social responsibility of health care institutions. Possible ways of application of social responsibility programs are featured and expected results after implementation.