Olena Buchynska

It investigates the relationship between the digital maturity of business-to-business organizations and their ability to implement effective personalized marketing communications in the context of evolving industrial paradigms associated with Industry 4.0 and Industry 5.0. The growing complexity of digital ecosystems, the increasingly important role of data-driven decision-making, and the rapid adoption of artificial intelligence technologies fundamentally transform marketing processes and customer engagement strategies in B2B environments. In today’s time, companies face the challenge of synchronizing technological capabilities with organizational readiness to achieve scalable and meaningful personalization across multiple digital touchpoints. The research is based on a qualitative analytical methodological approach combining comparative analysis, synthesis, and systematization of conceptual frameworks related to digital maturity and personalized marketing. The research also uses structural and functional analysis to explore how marketing systems are undergoing a transformation under the impact of artificial intelligence and predictive analytics. This method makes possible the identification of important dimensions that are driving the shift from traditional reactive marketing models to proactive and predictive personalization strategies. The implications of the research indicate that digital maturity plays a significant role in the effectiveness of personalization for B2B communications. Higher-maturity organizations integrate digital technologies more effectively, have better data governance, and better alignment of marketing, sales, and IT functions. The results imply a clear progression from basic digital adoption toward advanced predictive personalization models enabled by artificial intelligence. A conceptual framework is proposed whereby personalization on the basis of digital maturity is divided into four interrelated levels: foundational, transformational, executive, and outcome-oriented. This model is built around the Stimulus–Organism–Response logic, explaining how external technological stimuli impact organizational capabilities and how this subsequently affects customer responses. These findings have practical implications for B2B enterprises that want to optimize their digital transformation initiatives. The proposed framework can be used as a diagnostic and planning tool for assessing organizational readiness for AI-driven personalization. As a result, it also offers strategies to reduce internal fragmentation, increase cross-functional collaboration, and ensure optimal cognitive and operational workloads within a marketing ecosystem. The proposed approach enables the organization to make better use of their resources, enhances their customer engagement strategies, and contributes to the development of sustainable competitive advantages in an ever-more digitalized market landscape.

The article constructively examines the realities and strategic opportunities for the development of the support system for veterans and other war-affected categories of the population of Ukraine, identifies reserves for neutralizing problems and increasing the efficiency of assistance and services, promising scenarios, priorities and phasing of changes, including according to the principles of continuous improvement and improving the effectiveness of client experience, sustainable development and marketing partnerships of all involved socio-economic subsystems. It is shown that the reintegration of veterans into education and the workforce is not a priority for most studies implemented in Ukraine. There is a lack of large-scale data that has been systematically collected and processed on the long-term results of veterans’ reintegration in the direction of transition to education and the workforce. The author’s conclusions and proposals are based on the systematization of the results of primary (semi-structured in-depth interviews and problem-oriented focus groups) and desk research implemented within the framework of international projects on the needs of veterans, assessments of the quality of their provision, as well as trends in the development and effectiveness of stakeholder interactions. It is proved that the development of veteran culture, including within the framework of corporate social responsibility, increasing the level of integration of efforts of state institutions and other actively operating organizations, is a recognized priority and requires the development and systematic implementation in Ukraine of modern strategies for ensURLng the successful self-realization of veterans in civilian life, their well-being and the restoration of the country’s economy. У статті конструктивно опрацьовано реалії та стратегічні можливості розвитку системи підтримки ветеранів та інших постраждалих від війни категорій населення України, визначено резерви нейтралізації проблем і підвищення ефективності допомоги і сервісів, перспективні сценарії, пріоритети та етапність реалізації змін, у тому числі за принципами безперервного покращення та маркетингу партнерських відносин усіх задіяних соціально-економічних підсистем, підвищення результативності клієнтського досвіду.Авторські висновки і пропозиції базуються на систематизації результатів первинних і кабінетних досліджень потреб ветеранів, оцінок якості їх забезпечення, а також тенденцій розвитку і ефективності взаємодій стейкхолдерів. Дослідницьку увагу акцентовано на секторі реінтеграції ветеранів до освіти і ринку праці, перспективах реалізації їх потенціалу у відновленні економіки України.

This study examines the fundamental transformations in advertising practices and PR strategies triggered by economic turbulence. Adopting a multidisciplinary theoretical framework that integrates economic theory (Schumpeter's creative destruction, asymmetric information theory), behavioral economics, media ecology, integrated marketing communications, resource-based view of the firm, dynamic capabilities theory, and institutional change theory, the research provides a comprehensive analysis of the multidimensional nature of these transformations. The study employs a methodological structure combining systemic, process-oriented, contextual, and comparative approaches, with empirical data gathered through industry statistics analysis, case studies, expert interviews, content analysis of advertising campaigns, and professional discourse analysis. The findings demonstrate that economic turbulence acts as a powerful catalyst for structural changes in the marketing communications industry, accelerating processes that would otherwise evolve gradually. Key conclusions reveal significant organizational transformations of advertising and PR agencies toward greater flexibility and modularity, with traditional hierarchical structures yielding to network structures comprised of semi-autonomous cross-functional teams. The research identifies the emergence of a «platform» agency model that integrates internal resources, freelancers, and partner companies to create customized project teams. Additionally, there is a fundamental reconsideration of the value proposition of communication agencies, with increasing demand for strategic expertise that extends beyond traditional communication solutions to encompass business strategy consulting and organizational transformation guidance. The study further documents substantive restructuring of media investments, with accelerated digitalization of media budgets, redistribution of resources toward more measurable communication channels, and increased attention to developing owned media assets. Traditional planning models with fixed budgets are transforming into more flexible approaches with shorter cycles and rapid resource reallocation capabilities. Moreover, evaluation systems for communication investments are evolving toward greater business orientation, with traditional media metrics giving way to metrics directly linked to business results. This research contributes to understanding the interrelationship between macroeconomic processes and transformations in marketing communications, demonstrating how economic factors interact with technological, social, and organizational changes, while providing practical guidelines for adapting communication strategies and organizational models to conditions of economic instability.

Статтю присвячено конструктивному опрацюванню проблематики підвищення результативності пільг і сервісів підтримки постраждалих від війни громадян, визначенню потенціалу маркетингових технологій для нарощування ефективності розвитку соціально значущих проєктів і культури взаємодії з ветеранами, цілеспрямованої оптимізації їх клієнтського досвіду у реінтеграції до цивільного життя. Доводиться перспективність використання принципів і організаційних моделей маркетингового сервіс-дизайну та СХ-менеджменту у розвитку ефективних взаємодій у системі підтримки реінтеграції українських ветеранів до цивільного життя, покращенні доступних і актуальних для них шляхів споживача та рішень. The article focuses on constructively examining how to enhance the effectiveness of benefits and support services for citizens impacted by the war. It explores the potential of marketing technologies to improve the development of socially significant projects and foster better interactions with veterans. The goal is to optimize their experiences as they reintegrate into civilian life. Based on a comprehensive review and systematization of research findings and scientific publications — some of which involved the authors — key challenges and promising strategies are identified to boost the effectiveness of support for veterans. It includes developing a collaborative framework among all stakeholders grounded in marketing principles and contemporary methodological approaches/models. The article highlights the advantages of utilizing marketing service design principles and CX management models to improve the interactions within the support system to reintegrate Ukrainian veterans into civilian life. It emphasizes enhancing accessible and relevant pathways and solutions for veterans. Furthermore, it discusses the potential for applying progressive global practices, demonstrating achievable improvements in the veteran client experience and the efficiency of the organizations providing services. The article underscores the urgency of adopting modern technologies and digital infrastructure to qualitatively change approaches to support, thereby addressing the crisis in developing both state and private infrastructure dedicated to the successful reintegration of veterans. Highlighted are promising case studies and specific author-driven recommendations aimed at tackling the most critical issues in this area. These solutions leverage the advances in modern digital marketing to enrich and streamline the interaction of stakeholders involved in veteran support.

Увага статті акцентується на тому факті, що соціальна відповідальність реклами в Україні залишається сферою, що потребує особливої уваги та розвитку. Досліджено, що не дивлячись на певні позитивні зрушення, існує низка проблем, які гальмують формування по-справжньому відповідальної рекламної культури. В процесі дослідження виявлено низку проблем, серед яких: недосконалість законодавчої бази, комерціалізація соціальних цінностей, використання в рекламі різноманітних маніпулятивних технік. Окремою проблемою є недостатня культура споживання, адже українські споживачі часто не володіють достатнім рівнем медіаграмотності для критичного сприйняття реклами, що дозволяє рекламодавцям використовувати недобросовісні методи. Встановлено, що від початку повномасштабного вторгнення Росії в Україну в 2022 році питання соціальної відповідальності в українській рекламі набуло нових вимірів. З'явилися проблеми спекуляції на патріотичних почуттях та непродумане використання воєнної тематики в маркетингових комунікаціях. В статті запропоновано низку змін, покликаних вирішити проблеми соціальної відповідальності в українській рекламі.

This study deals with the profound changes in the relationship between Ukrainians and Russians after the aggression of 2014 and the full-scale invasion of 2022. The goal is to outline the dynamics of Ukrainian-Russian relations and provide a deep context for politicians and academics who ponder the issue of reconciliation. The article presents the results of an anonymous online survey conducted by a group of Ukrainian researchers among citizens of Ukraine from May 1 to May 31, 2023. 1088 respondents were covered. The survey covered the dynamics of contacts between citizens of Ukraine and the Russian Federation before 2014, in the period 2014-2022 and the period after the full-scale invasion of the Russian Federation into Ukraine, which began on February 24, 2022; the quality and content of such contacts; views of Ukrainians on the prospects of reconciliation, terms and prerequisites for its beginning; attitude to the myths that frame Ukrainian-Russian relations regarding states and nations. The obtained results are compared with the results of representative surveys that were previously conducted in Ukraine and Russia to track the attitudes of citizens of both countries. The research was conducted on a volunteer basis. The study showed that before the war, almost half of Ukrainians had contacts with Russians. After the invasion, many Ukrainians tried to cooperate with the Russians to counter the propaganda, but only a small number of Russians openly condemned the war. Only 5% of those polled expect reconciliation within the next decade, most believe it is impossible. The respondents consider gestures of repentance and significant socio-political changes in Russia to be the basis of real reconciliation. Thus, efforts to challenge Russian imperial narratives used for disinformation campaigns around the world are critical to deterring Russian aggression.

The transition to the knowledge-based economy emphasizes the need of bridging the gap between the employers’ needs and expectations with regard to their employees’ knowledge and skills and the existing level of the knowledge and skills of the workforce, including the graduates of tertiary educational establishments (TEEs). One of the instruments that has already proven its efficiency in “building bridges” between the companies and higher educational institutions is dual studies (DS). Companies view such cooperation as the investment in its competitiveness, which, in its turn, is viewed as one of the factors of the national economic development. Thus, the Friedrich-Ebert-Stiftung Office in Ukraine (FES-Ukraine) launched a project aimed at presenting and adapting the experience of Germany in dual studies organization in 2013. As a result, in 2019, the Ministry of Education and Science of Ukraine (MES) launched a national experiment on introducing DS in 44 pre-tertiary and tertiary educational establishments. The article aims to present the results of the survey conducted among the Ukraine-based employers that participated in the first year of this experiment. The authors’ questionnaire survey was carried out from June to September 2020. The respondents included 111 companies indicated as partners by the TEEs listed in the ministerial Order #1296 on the launch of the experiment planned for the period of 2019-2023. The answers were obtained from 93 companies, 55 of which presented details of TEE-company cooperation. The data obtained allowed performing both quantitative and qualitative analysis. The findings show that companies are interested in dual studies and are ready to invest in training students as their potential employees. German approaches to the DS organization cannot be simply copied due to the specific features of the national legislation and the state of the national economy. However, they may be successfully adapted and implemented in Ukraine. Therefore, the obtained information has been used for elaborating recommendations to the stakeholders (TEEs, employers and their associations, the MES and other relevant state bodies etc.).

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Process of resources provision management of the enterprise's activity with consideration of gender factor