Oleksandr P. Krupskyi

Purpose – to highlight conceptual foundations of the theory of dynamic capabilities of an enterprise and to reveal its application potential. Results. The present research identified relevant problematic aspects of the theory of dynamic capabilities of enterprises and highlighted the ways of their solution. First, it is an imperative for the further development of fundamental base of the theory of dynamic capabilities and finding a scientifically-substantiated effective empirical procedure for their measurement. Second, there is a limited penetration of the concept of dynamic capabilities into Ukrainian scientific community and the existence of difficulties in the interpretation of the theoretical and applied English-language developments. The article revealed historical and scientific-methodical provisions for the formation of the theory of dynamic capabilities of enterprises. Authors defined conceptual provisions of the Western founders of the theory of dynamic capabilities and scientific coverage of this direction of research in Ukraine. The paper considers the potential of the application of theoretical-practical foundations of dynamic capabilities at enterprises. Methodological solutions are presented to measure the dynamic capabilities of Ukrainian enterprises. Originality/value/scientific novelty of the research. Authors conceptualized the logic of formation of the theory of dynamic capabilities and identified promising directions of its transformation in terms of studying the basic factors that affect the performance of key human resources; the ability is proven to implement the applied measures in countries with a different type of economic system, in different sectors and markets by enterprises engaged in commercial and non-profit activities regardless of their type and size; the basics of methodology were developed for the adaptation of the English-language methodological developments to the level of their practical application at Ukrainian enterprises with the possibility of obtaining statistically significant results and their further application in order to improve efficiency. Practical importance of the research. Results of the research provide the Ukraine-language scientific community with the possibility to explore the potential of the theory of dynamic capabilities, to create the possibility for enterprises employees to self-diagnose dynamic capabilities and to make comparisons over time of their own achievements with the success of other participants in market relations. Research limitations/Future research. The prospect of further research is to develop a comprehensive applied mechanism for measuring the dynamic capabilities of an enterprise, which would allow the design and implementation of measures to improve profitability, as well as attaining competitive success over tactical period and maintaining it over strategic period. Paper type – theoretical.

The article analyses the challenges facing technological education in the transport field in the context of ecomodernisation. The need to reconsider the content of professional training in response to global environmental challenges and the transformation of the transport sector in line with the principles of sustainable development is emphasised. It is noted that the current state of technological education insufficiently incorporates the ecological component, which hinders the formation of students’ systemic understanding of the interrelation between technology, the environment, and social responsibility. The requirements for the professional competence of future specialists oriented towards green transport solutions are outlined. Pedagogical strategies to address these challenges are substantiated.

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.

Purpose. The aim of this article is to provide an in-depth analysis of the conditions necessary for launching and developing a small business within the beauty industry in the city of Dnipro. Specifically, it examines how the utilization of a small knowledge base, combined with thorough environmental analysis, can be leveraged to open a successful beauty salon. The research also aims to identify and address the range of challenges that entrepreneurs may face when establishing such businesses in the local context. Design / Method / Approach. The study employs a qualitative methodology, rooted in an extensive review of existing literature on leadership, project management, and small business development. Through the synthesis of theoretical frameworks and practical business insights, the article offers a structured approach to understanding the key steps involved in the creation of a beauty salon. Findings. The findings suggest that a systematic environmental analysis, alongside careful planning and risk assessment, significantly enhances the likelihood of business success. The study highlights that proper preparation at the planning stage mitigates many common obstacles faced by small business owners. Theoretical Implications. This study enhances the understanding of starting a small business in Dnipro’s beauty sector, providing a framework for effective project implementation. Practical Implications. The study offers actionable recommendations for the successful establishment of beauty salons. It emphasizes the importance of developing comprehensive business plans, investing in essential training programs, particularly in the areas of emotional intelligence, communication, and adaptability. Originality/Value. The originality of this study lies in its thorough analysis of opening a beauty salon in Dnipro. It offers both academic and practical insights for business initiation. Research Limitations / Future Research. While the research focuses on qualitative analysis within a specific industry and city, future studies could expand the role of online platforms and social media in the development of small businesses within the beauty industry. Paper Type. Practitioner paper.

Purpose. This article aims to theoretically substantiate and empirically investigate the impact of emotional service on customer loyalty in the beauty industry. It identifies key emotional interaction factors that enhance customer satisfaction and the competitive advantage of beauty service providers. Design / Method / Approach. The study employs an empirical approach based on a survey conducted at the “Women Place” beauty salon in Odesa, Ukraine. Forty regular clients participated, evaluating the significance of emotional and personalized service components. Data was analyzed using descriptive statistics and visualized through percentage-based charts. Findings. The research reveals that personalized communication, staff politeness, cleanliness, interior design, music, and aromatherapy influence customer loyalty. Emotional service plays a critical role in shaping positive client experiences and strengthening brand affiliation. Clients value not only service quality but also the emotional atmosphere and individual approach. Theoretical Implications. This study contributes to understanding emotional service as a strategic tool for loyalty development in the Ukrainian beauty industry. It broadens the theoretical framework by integrating emotional labor, non-verbal communication, and personalization into customer behavior analysis. Practical Implications. The findings offer practical recommendations for beauty business managers to improve emotional interaction processes, implement CRM systems, and develop customer-oriented strategies to retain clientele and reduce churn. Originality / Value. This is one of the first comprehensive empirical studies in Ukraine examining emotional service in loyalty formation, considering sensory, behavioral, and personalized dimensions. Research Limitations / Future Research. The study is limited to one beauty salon. Future research may compare other market segments and explore demographic factors influencing emotional service perception. Article Type. Applied Research.

For a long time, the tourism industry was considered one of the economy’s lead- ing and most progressive sectors, characterized by an advanced scale of development. The situation was changed fundamentally by the COVID-19 pandemic, which caused significant losses at the global level, not only for tourism but also for all sectors of the economy and society. In this regard, the provision of this article identifies the nature of the impact of the COVID-19 pandemic on tourism in a particular country in the European region using cluster analysis. In the first stage of this work, a detailed literature review on the existence of such a connection was carried out with the help of bibliometric analysis. The authors used the results published in Scopus and Web of Science databases for the keywords «tourism», and «Covid-19» and analyzed the growth dynamics in their number and citations, belonging to the research area and the spread of geography. Building a bibliometric map of keywords based on their joint placement in the VOSviewer software complex deepened findings. It made it possible to form 10 clusters, each of which covers scientific works on various forms of the impact of the COVID-19 pandemic on tourism (for example, behavioral, marketing, economic, environmental, psychological aspects, etc.). In the second stage, an analytical review was conducted, which showed a significant drop in the absolute and apparent contribution of travel and tourism to GDP worldwide in 2020 and 2021 worsened with the pandemic level, and an increase in the dynamics of key indicators of the tourism industry in the world and across all UNWTO regions (especially Asia & Pacific). In the last step, a hierarchical agglomerative cluster analysis (with Ward’s method) was carried out for the countries of the European region (45 countries) based on indicators of the number of COVID-19 cases in the country (cumulative and new), vaccination of the population, the presence of restrictions on tourism, international tourist arrivals, and receipts, collection of tourism in exports. All indicators for analyzing the collected state are provided as of July 30, 2022, using the Stata SE 12 software complex. The construction of a dendrogram and the use of Calins- ki-Harabasz and Duda-Hart stopping rules made it possible to decide on the presence of 3 clusters that meet the conditions of this study and are characterized by different levels of adaptability to post-pandemic functioning and recovery direction.

The article examines the global and regional issues of international youth migration. The obtained results are most interesting for those regions where the population is shrinking and aging with a rising need to involve youth for educational services and local labor markets, or vice versa, for those losing youth due to their emigration. It is emphasized that youth create an economically active social group, which volume and quality significantly affect the country’s development. During the global migration trends identification, the authors identified the international youth migration flows’ differences and features. The paper notes that the global trends in the international youth migration development include: increase in volume and percentage of youth in the overall number of migrants and the local population; growth of youth migrants in more developed regions and high-income countries; the dominance of migratory centers for youth in Oceania, North America, and Europe; formation of powerful centers of migration of intellectual young labor resources in the UAE, Canada, the USA, Australia, and New Zealand. The available formational policy in youth migration regulation, on the example of India, China, Taiwan, Japan, USA, and Western Europe, is studied. The impact of the COVID-19 pandemic on international migration flows is considered, including changes in international migration in 2020. Based on the UN data analysis on age groups of migrants within geographical regions, it was determined that the prerequisite for such a structure of migration centers is a high level of migratory attractiveness. Such migration-center structure is also explained by the significant level of cross-regional migration, as in the localized regions, their factors of «attraction-repulsion» are formed. It is stressed out that increas- ing military and political instability has led to the uphill of forced youth migrants. The paper proposes the flow optimization directions of international youth migration by formulating the link between migration policy and elements of other integration policies on migrant youth (employment policy, social, educational, information and security policies).

The sphere of international tourism for the period 2000–2018 has been explored and analyzed in the article. The dynamics of the world tourist flows development and income from international tourism are considered, the determinants of development are derived, the regional structure of the world market of tourist services is given. The development of the tourism industry in the world is analyzed by indicators: the number of tourist arrivals, tourism revenues at current prices, total contribution of tourism to GDP. The main tourist regions are analyzed in the context of the study, they are compared both in terms of the number of tourist visits, and a list of the TOP 10 countries by volume of foreign exchange earnings from tourism in recent years. It is concluded that in recent years, there is a continuing upward trend in demand for emerging markets, with old markets such as the European market, partially losing its popularity. In the process of research, it is determined that in the conditions of development of the world economy, expansion of volumes of international trade, improvement of means of transport, communication, increase of internationalization and globalization of the world economy the demand for tourist services increases. One of the peculiarities of the development of the international tourist services market is the globalization of the market, which has reached all sectors of the tourism industry. It is concluded that nowadays international tourism is an important area of international economic activity, a complex sphere that significantly affects both the structure and the situation in the world economy as well as the economies of most individual countries and regions of the world. Tourism development has a stimulating effect on such sectors of the economy as transport, communications, trade, construction, agriculture, production of consumer goods, and іt is one of the most promising areas of structural restructuring of the economy, confirming the amount of foreign exchange earnings from tourism in the world in general and in individual countries. It is the increasing demand for tourism services and the volume of foreign exchange earnings from tourism in the world makes the topic relevant for further research.

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.

The article explores Ukraine’s potential and strategic prospects in the global space technology market under the conditions of economic globalization and technological transformation. It analyzes current trends in the development of the international space industry, emphasizing the growing importance of high-tech sectors such as satellite communications, microelectronics, and aerospace systems. The study identifies external and internal factors influencing Ukraine’s ability to strengthen its position in emerging regional segments of the global space market, particularly in South America and Asia. Based on statistical analysis and SWOT evaluation, the paper outlines Ukraine’s technological advantages in medium-class satellite manufacturing and launch systems, as well as the constraints related to competition and limited international cooperation. The authors propose practical recommendations for enhancing Ukraine’s integration into the global market through targeted partnerships, diversification of export destinations, and participation in joint international programs. The results underline the necessity of strategic adaptation to dynamic global demand for space technologies and highlight Ukraine’s potential role as a competitive participant in the new phase of global space market regeneration.

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 paper explores the transformative influence of artificial intelligence (AI) on managerial decision-making, using Netflix as a case study. The study examines how the integration of AI technologies reshapes corporate strategies, enhances analytical precision, and supports sustainable competitiveness in the digital media industry. Drawing upon recent research, the paper highlights AI’s contribution to data-driven decision-making, process optimization, and the creation of flexible business models. Netflix’s use of machine learning algorithms for content personalization, market trend forecasting, and marketing automation illustrates the company’s capacity to balance technological efficiency with human creativity. However, the research also emphasizes the ethical and organizational risks associated with AI adoption, including issues of transparency, data bias, and reduced innovation potential. Findings indicate that a hybrid management model - where AI complements rather than replaces human judgment - ensures the most effective strategic outcomes. The results demonstrate that AI-driven management fosters efficiency, personalization, and competitiveness, yet requires ongoing ethical oversight to maintain trust and creativity in managerial practice.

The article explores the historical foundations and specific features of partnership pedagogy in the context of current educational transformations. The purpose of the article is to summarise theoretical approaches and practical models of partnership pedagogy in the context of current transformations in the educational landscape, to analyse its forms and levels of implementation in national and international educational practice, as well as to identify potential barriers and prospects for the further integration of partnership strategies into Ukraine’s education system. The research employed a range of interrelated methods: theoretical analysis of scholarly literature and regulatory documents to clarify the concept of “partnership pedagogy” and its interpretations in both domestic and international discourses; comparative analysis of foreign and national experiences in implementing partnership-based approaches in education; interpretive and reflective methods to explore the typology, levels, and content dimensions of educational partnership; and methods of systematisation and generalisation to identify barriers to implementation and outline prospects for its further development. It is established that partnership pedagogy is an educational concept grounded in the principles of equitable interaction, mutual responsibility, trust, and cooperation among all participants in the educational process. It serves as a relevant methodological basis for educational practice across all levels of education. Within educational discourse, partnership encompasses not only formal collaboration among stakeholders but also phenomena such as co-participation, mutual accountability, trust, subject–subject relations, dialogic engagement, and cooperation. In the context of education governance, partnership is interpreted as coordination of actions, joint decision-making, and the involvement of all stakeholders in planning, implementing, and evaluating educational policy. It is emphasised that educational partnership represents not only a pedagogical practice but also a vital component of educational policy in many countries in response to global challenges. It is outlined that the transformation of partnership pedagogy from a humanistic pedagogical concept into an interdisciplinary approach integrating pedagogical, managerial, and sociocultural practices of interaction among educational actors and stakeholders is evident. A comparative analysis of Ukrainian and international models of educational partnership is conducted, with particular attention to the New Ukrainian School Concept. The article also examines the institutionalisation of partnership practices in the EU, the United Kingdom, Finland, the USA, Canada, and Australia. Innovative methods, forms, and technologies for implementing partnership interaction in higher education institutions are identified. Examples of successful educational practices based on co-creation, dialogue, and shared responsibility – particularly in the context of Students as Partners initiatives, eportfolios, design thinking, dual education, and project-based learning – are synthesised. The article substantiates the stages of partnership development in higher education: from the modelling of practices, expansion and institutional consolidation, and critical reflection to external institutional integration. It outlines the key barriers to the implementation of partnership strategies in Ukraine and suggests possible directions for their adaptation to the national educational context. It is concluded that particularly relevant for adaptation to the Ukrainian context are models for establishing educational and production clusters, virtual universities, scientific-educational hubs, and projectoriented educational networks. However, the meaningful adaptation of relevant international practices is only possible when the national context is duly taken into account – specifically, the characteristics of educational culture, regulatory frameworks, and the willingness of educational stakeholders to broaden their scope of responsibility within partnership-based interaction.

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.

The article presents the results of the study of the current state of public administration and strategic directions of development of nursing education in Ukraine by on the example of Dnipropetrovsk region. The region was chosen because it ranks second in Ukraine in terms of population (first place Donetsk region). The purpose of the study is to determine the strategic prospects for reform and effective development of the medical sector, in particular the education system of health workers on the basis of the study of the current state of public health management. The article has a conceptual nature, so the following research methods were chosen: systematization and generalization; analysis and specification; abstract-logical. An analysis of the scientific database of domestic and foreign researchers found that public administration of the secondary medical education system, including the health care system, is in crisis and is characterized by globality, longevity and complexity. According to the results of statistical processing of primary data, it was found that despite the high level of graduates in the specialty «223 Nursing» of degrees professional junior bachelor and bachelor for five years (from 2016 to 2020) the number of nurses decreased by 21.6004% and this negative trend continues. State management of nursing education was defined as a special type of professional activity, the purpose and result of which is to ensure, support life and dynamic development of the industry whose main mechanisms are: regulatory-legal, coordination, organizational-motivational, educational-pedagogical, economic. The article emphasizes the need to develop strategic directions for the development of public administration in the system of medical education, which would provide medical institutions with highly qualified specialists, taking into account the market of educational services and the needs of society, to create and implement an effective resource mobilization mechanism to meet the needs of medical education, taking into account continuous professional development to train highly qualified professionals.

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 public education system shifted towards one centered on information technology due to the COVID-19 epidemic. Hence, in recent years, online learning has emerged as a substantial curriculum component at several educational institutions in Sri Lanka. The present investigation explores the pedagogical practices in Sri Lankan government universities in the new normal via a qualitative approach by interviewing eight instructors in eight public universities. The findings revealed that the pedagogy has shifted to an online context with the pandemic, and the education system continuously applies online teaching, assessment, and evaluation techniques. Teachers and students initially encountered various issues in the new normal, including technical difficulties, economic conditions, and a lack of available resources for integrating IT into the education pedagogy. Hence, current practices should continue facilitating digital infrastructure and blended approaches for better outcomes. The authors recommend that policymakers and authorities take high responsibility for building an effective IT-based strategy. It is vital to train educators and encourage them to fully utilize the recent movement towards online instruction by supplying all the necessary technological skills. Training educators and encouraging them to utilize the recent movement towards online instruction entirely is vital by supplying all the necessary technological skills. The government should provide essential infrastructure and facilities to institutions while working toward creating a welcoming atmosphere within universities. Giving encouragement and financial aid to students is critical to alleviating student pressures while transitioning to online learning methods. Policymakers must consider the significance of the human component and realize that technology alone cannot solve every problem. The present transition in the educational system demands implementing a strategic framework to identify the strengths and address the shortcomings.

The article addresses the issue of the appropriateness of revising the content of the theory of education and learning, analyses key didactic categories, and outlines the opportunities presented by educational systems in the era of digitalisation. The purpose of this study is to analyse the main challenges, opportunities, and prospects for the development of didactics in the digital age. The research tasts include analysing the laws, patterns, principles, rules, strategies, and content of learning in the context of digitalised educational systems, identifying the features of teaching methods and organisational forms of learning, and clarifying the place and role of digital didactics in pedagogy and practice. The study employs methods of comparative, content, and categorical analysis, generalisation and systematisation, analogy, classification, and modelling. Based on an analysis of primary sources, the study identifies the specific features of human cognitive development in a digital environment. It is established that the digital environment serves as a tool with extensive functional capabilities rather than as a generative factor determining the development of the psyche, the learning process, or the education and socialisation of individuals. The study emphasises the constancy of human nature and activity, as well as the fundamental principles of didactics. The study reveals the specific ways in which laws and patterns of learning are interpreted. Conceptual changes in the system of didactic principles are examined, focusing primarily on the strategies for their implementation in a digital educational environment. The need to update the list of learning principles is highlighted, including principles of flexibility, adaptability, integration, personalisation of learning, digital inclusion, gamification, optimal cognitive load, digital ethics, and safety. Changes in the structure of learning activities are investigated, with an emphasis on the need to revise learning rules and strategies. Approaches to transforming educational content in light of the possibilities offered by digital technologies are outlined. The structure and components of teaching methods are clarified, involving an analysis of their ideological and operational dimensions. The potential of digital technologies, artificial intelligence, and automated systems for the qualitative renewal of classifications of teaching methods is demonstrated. The specific features of forms of learning organisation are characterised. The findings generalise the idea that the nature of changes does not undermine the classroom-lesson system in schools or the lecture-seminar system in higher education institutions. Instead, it adapts these formats to the demands of the digital age, with the educational process increasingly focused on the principles of constructivism, adaptability, and inclusivity, emphasising the active role of learners in knowledge creation while taking into account their individual needs and experiences. It is concluded that digitalisation in education represents not only a technological but also a profoundly conceptual pedagogical phenomenon. The pedagogical design of educational environments under these conditions proceeds through the adaptation of the fundamental principles of the theory of education and learning to the new realities of the digital educational environment. The article argues that considering digital didactics as a separate scientific discipline is fraught with risks, including the excessive fragmentation of didactics as an integrated scientific field, the potential technocratisation of education, and an imbalance between traditional and new methods of knowledge acquisition. Such risks could exacerbate cognitive overload, reduce critical thinking and social skills among learners, and lead to educational losses. In light of these risks, the authors propose that digital didactics should not be viewed as a separate field of knowledge but rather as a distinct subject of research and a thematic strand within the broader framework of didactics. This approach ensures the adaptation of traditional principles and methods in terms of the digital environment.

Due to the rapid development of digital technologies and the resulting globalisation processes, international trade is increasing and international business relationships are becoming more complex. Intercultural teams are becoming increasingly common in today's globalised work environment, where organisations operate in different countries and regions and employees often collaborate remotely or in a multinational environment. It is intercultural teams that can give a company an advantage when interacting with customers from different cultures and developing products that meet local needs. Another significant advantage is the diversity of perspectives and experiences of intercultural team members, which fosters creative thinking and successful innovation. Intercultural teams also have a significant impact on improving mutual understanding and increasing cooperation between countries and cultures. However, they can also face challenges that arise from differences in communication style, work ethics and organisational habits. Managing intercultural teams requires attention to aspects such as significant cultural differences, different ways of perceiving information, diverse work approaches and decision-making. Innovative approaches to managing intercultural teams include using the latest technology to facilitate communication and collaboration, embracing the principles of mutual respect and openness, and applying flexible management methods that allow for adaptation to the cultural backgrounds of team members. Innovative approaches help to solve the problems of intercultural communication, ensuring effective information exchange and improved understanding between different cultures. Such management approaches help to create more effective and cohesive teams that work in a global environment and achieve better results. It is innovative approaches to intercultural management that are becoming a key factor in the success of companies in today's global business.

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.

The article addresses how to improve the professional training of specialists in the transport industry using information and cognitive technologies. The article aims to study and explain the problems, opportunities, and prospects of implementing and using information and cognitive technologies in the educational environment, as well as the specifics of their implementation for teaching and learning in educational and professional programs for the trans-port specialists’ training. The following methods of semantic and comparative analysis, classification, generalization, and sys-tematization, as well as competency-based, technological, and creative development approaches were used in the research. It has been found that cognitive technologies in the context of teaching and learning involve the use of methods and tools, which are based on understanding and activating cognitive processes such as thinking, memory, and attention. In cognitive learning, the educational process focuses not on absorbing infor-mation but on understanding the internal connections of the studied subjects, which encourages students to engage in dialogical, exploratory thinking, and increases mental activity concentration. By complementing information technologies with cognitive ones, which take into account the individual and general cog-nitive students’ abilities, it is possible not only to encourage professional training but also to enhance the overall cognitive efficiency of future specialists. For educators, these technologies facilitate the use of ICT as cognitive tools for transitioning from traditional teacher-centred methods to constructivist student-cen-tred approaches. It has been established that information-cognitive technologies combine methods and algorithms based on insights into the cognition processes, learning, communication, and information processing, grounded in the achievements of neuroscience, digital and information technologies, and the mathematical modelling of consciousness. In the educational process, they are designed to support students in setting and solving creative tasks that are difficult to formalize, as well as to reveal and effectively operate their cognitive potential. In the professional training of students, certain information-cognitive technologies can be applied both with and without the use of computer systems. These include technologies for developing critical thinking, creatively developmental technologies, project technologies, foresight methodologies, problem-based learning technologies, mastery learning technologies, mental activity activation technologies, case studies, gaming technologies, visualization and data representation technologies, and learning through practice. Additionally, the use of multimedia technologies, scribing, virtual and augmented reality, project technologies based on networking, gamification, interactive technologies, primarily group work technol-ogies, open, distance, and blended learning technologies, and also the Internet of Things, Blockchain, Big Data, expert systems, SMART technologies, and artificial intelligence significantly enhances the quality of training students in proficiency transport area. It has been concluded that information and cognitive technologies provide interactive, personalized, and practically oriented learning, contribute to the development of student’s critical thinking, and for fu-ture transport specialists can optimize logistics processes, automate diagnostics, repair, and operation of vehicles, in addition, increase the specialist’s adaptability to the complex conditions of the modern and fu-ture professional environment.