Yuliia M. Stasiuk

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

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

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

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

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

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

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