Nataliia Gerasymchuk

The article examines marketing-oriented foresight as a strategic tool for agrarian enterprises amid global instability. The theoretical and methodological foundations of integrating the marketing approach with foresight technologies in agricultural strategic management are defined. The authors substantiate an original concept of «marketing-oriented foresight» that combines prognostic-analytical methods, market orientation, and strategic planning adapted to agribusiness specifics. A structural-functional model for marketing-oriented foresight implementation across enterprises of various sizes is proposed, and international experience is analyzed with recommendations for Ukrainian adaptation. The impact of digitalization, climate change, and geopolitical turbulence on the strategic marketing transformation of agrarian enterprises is analyzed. Special attention is paid to environmental variables — carbon footprint, biodiversity conservation, soil health, and circular-economy principles — as core components of foresight. The EU Green Deal and Farm to Fork strategy are shown to function not merely as regulatory constraints but as key drivers of marketing-oriented environmental adaptation; neglecting these dimensions leads to systematic overoptimism regarding export competitiveness in EU markets. The interdependence between marketing orientation level and foresight effectiveness is established. A methodological approach to assessing enterprise readiness for marketing-oriented foresight implementation is proposed and empirically tested through a survey of 130 agrarian enterprises in Kharkiv, Poltava, Dnipropetrovsk, and Sumy oblasts (2021 and 2023). Directions for further development of foresight practices in Ukraine's agricultural sector under post-war recovery and European integration are outlined.

Ukrainian agriculture faces productivity pressures amid wartime disruptions and volatile commodity markets. Traditional agriculture enterprise management no longer suffices for maintaining competitiveness. Intelligent agromonitoring systems integrate remote sensing and ground sensors to support evidence-based decision-making. Problem statement. Fragmented adoption of intelligent technologies limits effectiveness. Many agriculture enterprises lack integrated platforms combining satellite imagery with soil sensor data. Small producers face barriers including unreliable rural connectivity, high equipment costs, and insufficient technical expertise. Unresolved aspects. Key challenges include limited interoperability between monitoring hardware and software, absence of standardized data formats linking field observations with accounting, and insufficient local-language interfaces. The effectiveness of cooperative purchasing models requires further investigation. Purpose of the article. To substantiate the strategic role of the intelligent systems based on analytical support of the agromonitoring data and to propose a framework for integrating remote sensing and predictive models into farm planning. Presentation of the main material. The article analyzes four intelligent monitoring technologies: satellite remote sensing, weather stations, soil sensors, and drones. It examines decision support across operational levels including irrigation timing and pest control, tactical levels covering crop selection, and strategic levels such as land investment. Resource optimization for fertilizers, water, and fuel demonstrates cost reductions of fifteen to thirty percent. Implementation barriers including connectivity gaps and skill shortages are addressed with corresponding solutions. Special attention is given to early warning for disease outbreaks and drought stress detection. Conclusions. the intelligent systems based on analytical support of the agromonitoring data enhances decision quality, reduces input expenditures, and improves yield forecasts. A comprehensive monitoring framework enables enterprises to navigate production uncertainty and sustain competitiveness.

The purpose of this paper is to comprehensively investigate transformational processes in marketing activities of Ukrainian enterprises under digitalization influence, to identify key directions for applying digital marketing tools and systematize main opportunities and obstacles on the path to implementing modern digital strategies, and to formulate practical recommendations for successful marketing digital transformation in a dynamic economic environment. The study employs methods of systems analysis, structural-functional and comparative analysis, classification and generalization, and tabular presentation of results. It is established that digital marketing transformation in Ukraine is a critical factor in maintaining competitive positions in globalized markets and entails a fundamental rethinking of traditional marketing practices and the creation of integrated, multichannel customer experiences. The study finds that Ukrainian enterprises demonstrate significant progress in digitalization: growth in internet penetration, rapid expansion of online commerce, dominance of digital payments, and prevalence of mobile service access. Five leading digital marketing tools are systematized – social media marketing, content marketing, search engine optimization, email marketing, and mobile marketing – with adoption levels, key platforms, and efficiency indicators defined for each. Five groups of systemic barriers are classified as: infrastructure limitations, financial constraints for small and medium businesses, shortage of qualified specialists, geopolitical challenges, and complicated access to global platforms. Five strategic advantages of digitalization are substantiated: improved customer engagement, reduced marketing costs, expanded geographical reach, increased decision accuracy, and quality lead generation growth. The integration of artificial intelligence-based solutions and the establishment of Ukraine as a leading digital marketing innovation center in Eastern Europe are projected. Keywords: digitalization, digital marketing, marketing tools, e-commerce, social networks, mobile marketing, search engine optimization, marketing automation, customer experience, digital transformation.

The article examines the threats to cargo transportation in the Black Sea and the directions of their impact on the maritime transport industry both regionally and globally. The assessment of the military component of these threats is important for all aspects of the transport fleet, primarily because the significance of military threats is greater than that of other risks to maritime transport. In particular, it is indicated that the consequences of threats to the merchant fleet due to hostilities in the Black Sea are not only sunken and damaged vessels, people lost, but also dynamic changes in freight rates and even an increase in the average service life of merchant vessels of the warring parties. This increases the risks of accidents and has already led to significant threats to marine biocenosis, which contradicts the principles of green shipping. The above principles, as proven by research, are also contradicted by the trend of reducing the development of alternative fuel infrastructure, which leads to a reduction in the possibilities of its further use by merchant fleet vessels. The importance of introducing fragmented logistics schemes, primarily expanding the use of the ro-ro network, for reducing the impact of threats is noted. The study confirms that the threat of sea pollution with a significant uncertain component is also represented by the systematic illegal transshipment of oil products in the open sea to avoid sanctions. At the same time, the study indicates that the significant uncertainty of wartime threats complicates the relevant assessment and forecasting of the parameters of all aspects of maritime transportation. It is also noted that the impact of the uncertainty of military risks limits the use of recursive vector autoregression for forecasting the freight rate. Therefore, a mathematical model is proposed to separate uncertainty from the impact of other factors that are considered as "colored" noise. It is also proposed to use an interval approach with an uneven distribution of the resulting function over the area of existence with its subsequent refinement by parameter estimation methods with other metrics. The mathematical model allows taking into account the different orientations of the impact vectors of uncertain factors, which increases the relevance of the forecast. The increasing relevance of maritime transport forecasts will contribute to risk prevention measures and resource provision to mitigate their consequences. Taking into account the uncertain component of risks is important not only in wartime, since this component is also present in maritime transport risks in peacetime. This will ensure the appropriate level of sustainability of cargo transportation by sea, reasonably shape the directions for the introduction of digital, green technologies, methods for optimizing logistics routes, etc.

Purpose. The purpose of the study is to develop a methodology for identifying the institutional development of innovative activity to meet the needs of the national economy. Methodology. The following general scientific and special research methods were used in the research: monographic, logical-theoretical, statistical, economic-mathematical, system analysis, computational-analytical, abstract-logical methods, and generalization. Findings. According to the methodology of the analysis of the operating environment, the state of institutional development of innovative activity in Ukraine is determined by the construction of the direction of effective development of the national economy in the context of the formation of GDP by capital investments and the number of people employed in the national economy. It was determined that the efficiency line indicates the trends in the formation of innovative activity in the operating environment, which corresponds to the theoretical basis of the Cobb-Douglas-Tinbergen production function for the economy of Ukraine. Originality. For the first time, the mathematical apparatus of the Cobb-Douglas-Tinbergen production function has been tested to determine the level of scientific and technological progress of Ukraine. The methodological provisions of the analysis of the institutional development of innovative activity to meet the needs of the national economy on the basis of the formation of the functioning environment according to the macroeconomic indicators of Ukraine have gained further development. Practical value. The results can be used in the design and implementation of effective strategies for innovative development, as well as the formation of a policy to promote innovation activity in the modern economy. The data obtained in the course of the study can serve as a basis for the development of recommendations and tools aimed at creating a favorable institutional environment for innovation activity, which will contribute to increasing the competitiveness of the national economy.

Since European society is experiencing an aggravation of the issue of energy security, the production of renewable energy is becoming increasingly important. The advantages of biofuel—in particular, biogas—and the positive effects of the development of its production are summarized within the framework of the problem statement. It is emphasized that the production of biogas from various renewable raw materials causes economic, ecological, and social effects. The development of biogas production can be especially active in combination with the development of the agricultural sphere. In response to today’s demand, the authors in this research present a model of the correlation between the output of biogas from different types of organic mass and specify the factors affecting it. In particular, a multiple econometric model of the relationship between the output of biogas from different types of organic mass and the content of dry organic matter and the share of possible methane content in organic matter was built; the density of the connection between the factors and the resulting feature was evaluated; the tightness of the general relationship (influence) of independent variables on the dependent variable was checked using the coefficient of determination; and the reliability of the correlation characteristics was estimated using Fisher’s and Student’s tests. As a result, with the use of convincing evidence—in particular, taking into account the potential of the Ukrainian agricultural sector—the feasibility of further development of biogas production in combination with the development of agricultural production is substantiated.

The article proved that in the context of European integration, the intensification of competition between producers becomes a major factor of the consolidation and unification of various economic entities, because this is one of the main ways to increase competitiveness, which in turn leads to market concentration. The investigation of the market structure, its type, and hence the economic processes occurring in it, is directly related to determining the state of the competitive environment, its assessment and study of the possibilities of restricting or developing competition. The article reveals the basic principles of development of agricultural enterprises, highlights the problems and prospects of their development in a competitive environment. The importance of concentration indicators in the context of the relationship between monopoly power and the level of concentration of sellers in the market is substantiated. Methodological aspects of using the market concentration index and the Herfindahl-Hirschman index are analysed; their advantages, disadvantages and possibilities of use in the process of market structure research, its type, state of competitive environment and degree of monopolization are revealed. In the process of research the concentration of agricultural markets, it was found that there was a moderate level in almost all types of products in Ukraine, only the pork market is highly concentrated. Analysis of the competitiveness of agricultural products shows that a significant market share is occupied by crops such as sunflower and corn. Studies show that there are certain types of products that have a high level of profitability, including rapeseed and barley, but they occupy a small market share. It is established that to ensure competitive production of agricultural products requires state support of the industry through the provision of tax and credit benefits to enterprises that implement modern business methods. Further prospects for the development of the agricultural sector in Ukraine have been identified.

Medicinal plants have always served people, primarily for the treatment of various diseases. In parallel with the development of human civilization, medicinal herb growth is evolving simultaneously. First of all, it involves the cultivation of medicinal plants, which is socially significant, economically viable, and export-oriented area of production world over. However, in some countries, particularly in Ukraine, this industry is in its infancy and needs consistent action for its development. This article reveals the socio-economic significance of medicinal plants being grown, some advantages and disadvantages of cultivated medicinal plants compared to wild relatives, the main restraining factors of its development, and comparison of key problems and opportunities for effective development of the industry in the future in Ukraine through using SWOT analysis. In particular, the article develops a scale for determining the levels of strengths and weaknesses, and a scale for assessing the importance of external opportunities and threats. It also presents a strengths and weaknesses of medicinal plants in Ukraine, and potential external opportunities and threats.