Taurida Scientific Herald. Series: Economics

ANALYTICAL SUPPORT FOR IDENTIFYING IMBALANCES IN THE FUNCTIONING OF INDUSTRIAL ENTERPRISES IN UKRAINE

Victor Dudnyk — Tue, 30 Dec 2025 00:00:00 +0200

The article explores the development of analytical support systems aimed at detecting functional imbalances in industrial enterprises. Sustainable operation of the industrial sector requires the prompt identification of performance deviations and structural inconsistencies. Ensuring the effectiveness of management decisions depends on the accuracy of data interpretation and the adequacy of analytical feedback across operational levels. Increasing internal adaptability and production responsiveness is essential for maintaining competitiveness under economic fluctuations. To meet these objectives, enterprises must integrate advanced analytical tools that enable real-time monitoring of key indicators, uncover hidden inefficiencies, and support informed decision-making. Particular attention is paid to systemic disbalances arising from technological gaps, misaligned resource allocation, or outdated organizational models. Addressing these challenges demands targeted upgrades in production capacities, enhanced regulatory mechanisms, and comprehensive institutional engagement. The study identifies core constraints impeding effective industrial transformation, including limited access to financial capital, fragmented decision chains, and insufficient analytical infrastructure. The findings underline the strategic importance of deploying modern information systems that facilitate diagnostics, strategic alignment, and early detection of operational threats. These systems enhance the precision of managerial control and elevate the capacity to forecast market trends. The article proposes a framework for optimizing enterprise-level analytics through digital platforms, automated data processing, and visual dashboards tailored to executive needs. Emphasis is placed on the integration of flexible tools that accommodate sectoral volatility and enable long-term planning. Moreover, it is argued that analytical literacy among managerial staff must be strengthened to fully exploit the potential of available data. Ultimately, reinforcing the analytical foundation of industrial governance enables more effective strategic development, fosters economic stability, and increases the resilience of enterprises. This approach offers a pathway toward improved competitiveness, greater operational balance, and sustainable growth within Ukraine’s industrial landscape. The adoption of adaptive analytics not only addresses current inefficiencies but also prepares enterprises for future economic shifts.

INNOVATIVE FINANCIAL TECHNOLOGIES FOR THE INSURANCE SECTOR

Nadiia Davydenko, Karyna Didkivska — Tue, 30 Dec 2025 00:00:00 +0200

The purpose of this article is to examine the impact of technological innovations, particularly InsurTech and FinTech, on the transformation of the insurance market in Ukraine. The article aims to analyse the main trends in the development of digital technologies in the insurance industry, study their impact on the efficiency of insurance companies, and identify the challenges and opportunities they create for the insurance sector. The article analyses the impact of technological innovations on the development of the insurance market, in particular through the integration of FinTech and InsurTech. It examines how modern technologies, such as online insurance, cloud technologies, chatbots and business process automation, are transforming traditional models of insurance sales, providing simplified access to products and services for consumers. Particular attention is paid to categories of InsurTech companies, such as D2C and B2B, as well as their impact on the market, in particular through the application of the latest technologies to optimise the activities of insurers and improve the customer experience. The article discusses the importance of government regulation to ensure transparency in the insurance market, as well as the need to improve the regulatory framework to stimulate the development of this sector. It analyses the challenges faced by Ukrainian insurance companies, including low financial literacy, unstable legislation and insufficient digitalisation in the regions. The opportunities provided by large technology companies such as Apple and Google in integrating their ecosystems into the insurance industry are highlighted separately. The adaptation of insurance products to the conditions of martial law and the need to develop new products that meet the current needs of consumers are also considered. Key measures that will contribute to the stable development of the insurance market in Ukraine are identified, including improving the financial literacy of the population and integrating advanced technologies into insurance activities.

DIGITAL MARKETING TOOLS AS COMPONENTS OF THE MARKETING COMMUNICATION POLICY OF A REGIONAL HIGHER EDUCATION INSTITUTION

Serhii Demydiuk, Artur Romanov, Oleksandr Mushyiakh — Tue, 30 Dec 2025 00:00:00 +0200

The article examines digital marketing tools as components of the marketing communications policy of a regional higher education institution in the context of martial law in the education services market. The emphasis is on combining the latest digital marketing tools and classic means of marketing communication policy of a regional higher education institution during the admission campaign under martial law restrictions. The main tools of marketing communications are examined, in particular advertising (classical print and contextual), public relations, sales promotion tools, and direct sales, which contribute to increasing the recognition of a regional higher education institution among future applicants and building trust and loyalty. An integrated approach to building a marketing communication policy for a regional higher education institution is proposed, combining offline and online communication channels with potential applicants using modern digital marketing tools. The article substantiates the need to use the latest targeted advertising tools, personalize marketing appeals to potential applicants, and implement effective analytical marketing tools. Key problems in the practical use of classical marketing communication tools in higher education have been identified, including insufficient use of innovative digital marketing tools, low quality of HEI content on social networks, and limited financial, human, and intellectual resources for the expanded implementation of digital marketing tools in conducting a career guidance campaign for a regional higher education institution. The need to use interactive video content and automate the analysis of the effectiveness of marketing tools has been substantiated. The practical value of the study lies in the development of recommendations for the management of regional higher education institutions on the implementation of digital marketing tools in university communication policy and improving the effectiveness of career guidance campaigns. The results of the study can be used in the development of a program of career guidance activities for a regional higher education institution and its improvement during implementation, as well as for further scientific research.

COACHING AS A TOOL FOR INTEGRATING PROFESSIONALS INTO INNOVATIVE BUSINESS PROCESSES

Liudmyla Verbivska, Nazar Blesko — Tue, 30 Dec 2025 00:00:00 +0200

The article considers coaching as a key tool for integrating specialists into innovative business processes, emphasizing its difference from mentoring and sponsorship concepts that are often mistakenly considered interchangeable. The goal is to clarify these differences, define the strategic place of coaching among personnel development tools, and establish the conditions under which coaching is effective in supporting employee adaptation and increasing their productivity in dynamic organizational environments. The article presents a structured analysis of the theoretical foundations and practical mechanisms of coaching. It systematizes the main roles of the coach - consultant, trainer, mediator, facilitator, and game technology coach - with an emphasis on their impact on personal development, team interaction, and the achievement of organizational goals. Key factors for coaching effectiveness are identified, including employee readiness for self-development, organizational culture, financial resources, ethical standards, and risks associated with unqualified coaching interventions. A comparative overview of the main coaching models is provided: GROW, OSCAR, AOR, WOOP, FUEL, and Co-Active. Each model is analyzed in terms of its structure and practical applicability. The most effective models are identified, including GROW and OSCAR, due to their clarity, structured goal-setting mechanisms, and adaptability to different corporate scenarios. Empirical data from Ukrainian and international studies indicate a steady increase in the use of coaching in organizations, although the maturity of the coaching culture in Ukraine remains at the development stage. Examples from global practice, such as Boehringer Ingelheim and UK Hospital Trust, demonstrate a noticeable improvement in productivity, engagement, communication, and program implementation by employees after the systematic application of coaching models. The results of the study emphasize the practical value of coaching for accelerating integration, increasing motivation, and strengthening organizational effectiveness. The article concludes that the development of internal coaching potential and the selection of appropriate models are necessary for promoting a coaching culture in Ukrainian companies.

THEORETICAL ASPECTS OF ARTIFICIAL INTELLIGENCE TOOLS IMPLEMENTATION STRATEGY FORMATION IN DIGITAL ENTREPRENEURSHIP

Vladyslav Klymenko — Tue, 30 Dec 2025 00:00:00 +0200

In the context of digital transformation of the economy, strategic management of artificial intelligence tools implementation in digital entrepreneurship becomes critical for ensuring competitiveness and innovative development of enterprises. The article explores theoretical foundations for developing AI implementation strategies in digital entrepreneurship. The research methodology is based on systematic analysis of scientific works, comparative analysis of approaches to key concepts definition, and synthesis of theoretical concepts. The study systematizes scholarly approaches to interpreting «digital entrepreneurship» and «artificial intelligence» in business context. It reveals that digital entrepreneurship has evolved from simple digitization of business processes to creating innovative digital ecosystems. Digital entrepreneurship is defined as entrepreneurial activity leveraging digital technologies and platforms to create, deliver, and capture value through innovative digital solutions, characterized by network effects, scalability, and ecosystem interdependence. Artificial intelligence in digital commerce context is conceptualized as intelligent systems combining mechanical AI (automation), thinking AI (analytics and decision-making), and feeling AI (interaction and emotion analysis) to optimize business processes, enhance customer experience, and drive innovation. The theoretical framework demonstrates the synergistic relationship between AI capabilities and digital entrepreneurship characteristics, where AI tools enable the core features of digital ventures: rapid scaling, personalization, automation, and data-driven decision making. The research identifies key prerequisites for successful AI adoption, including technological readiness, organizational culture transformation, and strategic alignment between business objectives and AI capabilities. The practical value lies in forming theoretical foundations for developing AI technology implementation strategies in digital entrepreneurship and identifying prospective directions for future research.

HOTEL SECTOR OF POLTAVA IN THE CONTEXT OF ENHANCING THE COMPETITIVENESS OF THE REGIONAL HOSPITALITY BUSINESS

Svitlana Moroz, Olena Kalashnyk, Kseniia Kalienik — Tue, 30 Dec 2025 00:00:00 +0200

The hospitality industry in regional cities increasingly affects local economic development, quality of life, and the attractiveness of destinations for tourism and business travel. Poltava represents a compelling example of a mid-sized urban center where cultural heritage, gastronomic symbolism, and event-driven tourism form a recognizable and competitive identity on the national map. At the same time, the accommodation market here is transforming under the influence of digitalization and evolving customer expectations. The rapid expansion of peer-to-peer rental models and online booking platforms intensifies competition, reshapes pricing strategies, and forces traditional hotels to reconsider their service policies. The purpose of the article is to assess the current condition and development tendencies of Poltava’s accommodation sector based on official statistical data, online market analytics, and indicators of consumer behavior in digital environments. This approach enables a realistic and data-driven interpretation of market resilience, particularly in the context of external shocks and the uneven recovery of domestic tourism. The study emphasizes the structural diversification of supply: alongside mid-range and business-oriented hotels concentrated in the central area, there is a growing segment of short-term rental apartments offering functional flexibility, home-like comfort, and affordability for Ukrainian travelers. The analysis also reveals a number of systemic challenges that limit the capacity of the city to strengthen its hospitality competitiveness. These include disparities in infrastructure modernization, heterogenous service quality, insufficient professional training of personnel, and limited marketing visibility of Poltava as a destination at the national and international levels. At the same time, the research identifies strategic opportunities related to greater stakeholder cooperation, integration of local gastronomic and cultural resources into the guest experience, and implementation of innovative digital tools that support personalized communication with visitors and increase trust in organized accommodation services. Overall, the results underline that Poltava’s hospitality sector is capable of contributing significantly to local economic revitalization, provided that development efforts focus on quality enhancement, sustainability principles, and stronger market positioning. The conclusions presented in the article can be used to improve management decisions and stimulate coordinated actions aimed at unlocking the tourism potential of Poltava, reinforcing its competitiveness, and ensuring the sustainable evolution of the city’s hospitality ecosystem.

INNOVATIVE APPROACHES TO MODELING AND AUTOMATING SERVICE PROCESSES IN THE SERVICE QUALITY MANAGEMENT SYSTEM OF HOTEL ENTERPRISES

Dmytro Kharenko, Fedir Trishyn, Kateryna Fedosova — Tue, 30 Dec 2025 00:00:00 +0200

The article substantiates the relevance of applying a process-based approach to modeling and automating service processes in hotel enterprises under conditions of increasing customer expectations, growing service complexity, and the need to ensure stable service quality. It is argued that effective service quality management requires a transition from fragmented and reactive managerial decisions to systematic design and coordination of service processes based on an integrated methodological framework. The study proposes an adapted service blueprint as a key tool for modeling service processes, enabling the integration of guest actions, service delivery operations, managerial coordination, and supporting activities within a unified process model. The service blueprint is interpreted not only as a visualization instrument, but also as an analytical and managerial tool that supports process standardization, identification of critical control points, and alignment of service operations with quality objectives. To identify the underlying causes of service quality deviations, a cause-and-effect analysis is applied, making it possible to establish causal links between service problems and organizational, technological, and managerial factors. The combined use of service blueprinting and cause-and-effect analysis provides a methodological basis for shifting from corrective actions to preventive service quality management. Special attention is given to the role of automation in enhancing transparency, controllability, and reproducibility of service processes. Digital tools and automated control mechanisms contribute to the standardization of service operations, reduction of service failures, and improvement of monitoring procedures. Automation is considered an integral element of the service quality management system rather than an isolated technological solution. The proposed conceptual and methodological approach expands existing views on service process modeling in the hotel industry and creates prerequisites for improving service quality management practices. The results of the study may be applied in service process design, development of quality management systems, and implementation of automated service control solutions in hotel enterprises.