Dmytro Litvinov

The article presents a theoretical and empirical analysis of the cluster approach as a key instrument for shaping a competitive, innovation-oriented business environment amid globalization and digital transformation. The article aims to conceptualize the role of cluster-based cooperation in fostering innovation, technological modernization, and firms’ international competitiveness, while also identifying barriers to implementing cluster policies effectively in Ukraine compared with the European Union. The research methodological framework combines system-structural, comparative, and institutional-evolutionary approaches, supported by statistical analysis of innovation activity among Ukrainian enterprises for 2018–2024. The study employs both a qualitative synthesis of theoretical models and a quantitative evaluation of innovation performance indicators, focusing on the correlation among cluster participation, R&D expenditures, and regional competitiveness. The findings reveal that in the context of the knowledge-based economy, the classical assumptions of cluster theory require revision: geographical proximity is no longer a decisive factor for success, especially in service and digital industries, where virtual and transregional clusters emerge through digital platforms and communication technologies. The research shows that modern clusters are evolving into complex, innovative ecosystems that integrate a broader range of actors and form flexible network structures that balance competition and cooperation. The article shows that in the European Union, clusters serve as strategic platforms for implementing smart specialization and fostering internationalization. Meanwhile, in post-socialist economies, including Ukraine, a lack of institutionalization and unified methodological standards limits their transformative potential. The article concludes that shifting to an ecosystem-based cluster model can enhance regional innovation capacity, attract foreign investment, and accelerate integration into global value chains. Keywords: cluster approach, innovation ecosystem, competitiveness, innovation policy, smart specialization, network interactions, institutional environment.

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.

The article examines the theoretical and methodological foundations for managing environmentally oriented innovative development of enterprises under the conditions of the economy's digital transformation. It is evident that intensifying environmental challenges, growing requirements for sustainable development, the need to implement ESG principles, and the spread of digital technologies necessitate a rethinking of traditional approaches to enterprise innovation management. Environmentally oriented innovative development is considered as a comprehensive process of implementing technological, organizational, managerial, and digital innovations aimed at reducing the negative impact of enterprises on the environment, ensuring the rational use of resources, increasing energy efficiency, and forming long-term competitive advantages. The article reveals the role of environmental innovations in production modernization, waste minimization, energy intensity reduction, improvement of environmental safety, and strengthening the enterprise’s business reputation. Attention is paid to digital technologies as important tools for accelerating innovation. It is emphasized that the use of the Internet of Things, artificial intelligence, big data analytics, cloud technologies, digital twins, and automated environmental monitoring systems enables improved control over resource consumption, emissions, waste generation, and production efficiency. This creates an information basis for making more substantiated managerial decisions and increases enterprises' adaptability to transformational changes. The importance of integrating ESG principles into the enterprise management system is determined. Such integration allows enterprises to combine economic efficiency, environmental responsibility, and social orientation, which is an important prerequisite for sustainable and balanced development. The article identifies the main problems of implementing environmental innovations, including high investment costs, insufficient technological readiness, limited access to green financing, a shortage of qualified personnel, low digital maturity, and weak integration of environmental priorities into strategic management. A comprehensive mechanism for managing environmentally oriented innovation development is proposed. This mechanism combines analytical, organizational, financial-economic, technological, digital, personnel, and control blocks. Its implementation will allow enterprises to move from fragmented environmental measures to a systemic model of sustainable innovative development, reduce environmental risks, increase resource efficiency, strengthen investment attractiveness, and ensure long-term competitiveness in the digital economy. Keywords: management, innovative development, environmental innovations, enterprises, agricultural sector, industrial enterprises, digital transformation, sustainable development, ESG principles, mechanism of innovative development, innovation index, environmental modernization, economic transformation.

The article addresses theoretical and practical issues in ensuring the digital transformation of enterprises’ marketing strategies amid an unstable external environment and the development of the digital economy. The relevance of the research topic stems from the fact that, in the context of economic digital transformation, traditional marketing approaches based on demand stability and the predictability of market processes have lost their effectiveness, necessitating the development of new, adaptive, digitally oriented marketing strategies. In this regard, the study aims to analyze, generalize, and substantiate the directions of digital transformation of enterprise marketing strategies in the context of the development of the digital economy. To achieve this goal, the study substantiates that the digital transformation of a marketing strategy involves a shift from a product-oriented logic to a customer-centric management model, in which the main sources of competitive value are information, communication speed, personalized offers, and the ability to adapt promptly. The potential directions for digital transformation of enterprise marketing strategies are systematized into operational, tactical, and strategic management levels. It is substantiated that, at the operational level, digitalization enables business process optimization and cost reduction; at the tactical level, it enhances the effectiveness of marketing campaigns; and at the strategic level, it contributes to the creation of long-term competitive advantages. The main directions of digital transformation include implementing omnichannel communications, automating marketing processes, leveraging big data and artificial intelligence tools, using CRM systems, applying marketing analytics, personalizing the customer experience, and integrating digital ecosystems. Real-world examples of the digital transformation of marketing strategies for Ukrainian enterprises across various industries have been studied, confirming the practical effectiveness of integrating digital tools into marketing management systems. The analysis of unsuccessful digital transformation experiences has shown that the main barriers are cultural resistance to change, a shortage of qualified personnel, outdated IT infrastructure, unclear performance indicators, and insufficient management change. Transformation failures are most often associated not with technological solutions, but with organizational and strategic factors. Thus, the success of digital changes largely depends on the alignment of the digital strategy with the enterprise’s overall business strategy, the level of digital competencies of personnel, and the organization’s readiness for change. Keywords: digital transformation, digitalization, marketing, marketing strategy, digital economy, digital resilience.

Despite the challenges posed by the war, the national agricultural sector remains one of the key drivers of the Ukrainian economy and a factor in the stability of the national economic system. The combination of agricultural entrepreneurship and tourism creates a synergistic effect-agricultural enterprises can offer tourists unique food and wine products, ecotourism routes, and agricultural education programs, which increases the competitiveness of the regions. Thus, the development of agriculture in conjunction with tourism can ensure sustainable growth in rural areas, improve the quality of life of the local population, and strengthen Ukraine's socio-economic integration into the global space. In Ukraine, the role of the creative economy, particularly tourism and craft production, is growing as important factors in the recovery and development of communities in wartime. Experience with interregional cooperation has shown that combining natural resources, cultural heritage, and entrepreneurial initiatives contributes to the creation of competitive products and creates additional employment opportunities for the population.

The article examines the role of cybersecurity in shaping consumer trust in the digital marketing environment. The relevance of the research topic is confirmed by the growing volumes of collection, processing, and storage of users’ personal data amid the rapid digitalization of the economy and the active use of digital marketing tools, which, in turn, are accompanied by personal data leaks and cyber incidents. In this regard, the study aims to determine the role of cybersecurity in shaping consumer trust in the digital marketing environment and to outline directions for developing a system to protect personal data in marketing processes. To achieve this goal, the article examines the features of the transformation of enterprises’ marketing activities. It is determined that the use of modern digital marketing tools increases the efficiency of communication with customers; however, it also raises the requirements for protecting users’ personal data. A high level of user concern regarding possible personal data breaches during online transactions has been identified. It has been established that cyber incidents influence trust in brands, reduce consumers’ willingness to continue interacting with companies, and may lead to the loss of a significant portion of the customer base. Large-scale cyberattacks on digital platforms have been analyzed, including cases of user account compromise and personal data leaks that have caused significant reputational and economic losses for companies. It is substantiated that ensuring an adequate level of information security directly affects the following marketing indicators: customer loyalty, sales conversion, brand reputation, and enterprise competitiveness. The main directions for increasing consumer trust in digital marketing platforms have been identified, including implementing modern cybersecurity technologies, ensuring transparency in the processing of personal data, certifying digital services, increasing users’ cyber literacy, and integrating information security principles into enterprises’ marketing strategies. The implementation of these measures will help create a secure digital marketing environment, increase consumer trust, and ensure sustainable business development amid the digital transformation of the economy. Keywords: digitalization, marketing, digital marketing, cybersecurity, consumer trust, e-commerce, information security, internet environment.

The article examines modern approaches to ensuring the economic security of enterprises in the digital economy, where digital technologies, information resources, and cybersecurity are key. It is substantiated that digitalization transforms all areas of enterprise activity–from strategic management and operational processes to data governance and personnel policy–while simultaneously generating a new spectrum of risks, including cyber incidents, information leaks, technical failures, innovative threats, and institutional vulnerabilities. Based on the analysis of scientific works, the main theoretical approaches to economic security are identified: the resource-based, functional, risk-oriented, institutional-legal, and sociotechnical approaches, which reflect the multidimensional nature of modern enterprise security. It is demonstrated that digital assets – data, cloud services, algorithms, software, and IT infrastructure – have become key resources, and the level of their protection directly determines companies’ economic resilience and competitiveness. Particular attention is paid to personnel’s digital competence as a critical factor in reducing the likelihood of cyber incidents, as most security breaches are caused by human error and insufficient technological skills. The article highlights the importance of technological cybersecurity tools, effective data management, implementation of information security standards, and integrated risk management, all of which interact with organizational resilience strategies. A set of recommendations is formulated to enhance enterprises’ economic security, including developing employees’ digital skills, modernizing IT infrastructure, improving security policies, conducting regular audits and system testing, and strengthening institutional compliance with national and international standards. The prospects for further research are outlined, including the development of intelligent models for assessing digital risks based on artificial intelligence, advancement of methods for measuring employees’ digital competence, and the study of the impact of emerging technologies–blockchain, quantum computing, and autonomous systems – on the economic resilience and competitiveness of enterprises in the digital environment. Keywords: economic security of the enterprise, risks, threats, innovative development, digital economy, digital transformation, information security, digital competence, system approach.

У статті розкрито роль інституційного середовища як ключового чинника формування інвестиційної привабливості України в умовах посткризового розвитку та глобалізаційних трансформацій. Наголошено, що інститути - як формальні, так і неформальні - визначають не лише якість економічної взаємодії, а й ступінь довіри, рівень трансакційних витрат, мотивацію до капіталовкладень і загальне сприйняття держави як інвестиційної юрисдикції. Застосовано методологію інституційної та неоінституційної економічної теорії, зокрема концепції інклюзивних і екстрактивних інститутів (Д. Аджемоглу та Дж. Робінсона), а також теорію «порядків обмеженого доступу» Д. Норта. Встановлено, що в сучасному інституційному ландшафті України домінують екстрактивні практики, що створюють середовище високої непередбачуваності, правової невизначеності та політичного ризику. Проаналізовано типові форми інституційної дисфункції: відсутність реального захисту прав власності, перевага рентних схем, політична селективність регуляторних рішень, мімікрія реформ. Визначено системні напрями інституційної трансформації, серед яких: зміцнення гарантій власності, інституційний аудит, ліквідація монополізму, формування інститутів відкритого доступу, а також відновлення спроможності держави виконувати роль незалежного арбітра в економічному просторі. Обґрунтовано, що без якісного оновлення інституційної основи неможливо забезпечити сталий приплив інвестицій, особливо в умовах післявоєнної відбудови, яка потребує значного капіталу, технологій та управлінських ресурсів. Доведено, що підвищення інвестиційної привабливості можливе лише за умови формування прозорого, справедливого та передбачуваного інституційного середовища, здатного підтримати економічне зростання, мінімізувати ризики та відновити довіру як внутрішніх, так і зовнішніх інвесторів. При цьому критично важливою названа спроможність держави виконувати не лише регуляторні функції, а й виступати гарантом виконання зобов’язань, забезпечувати ефективне правозастосування, рівність доступу до ресурсів і захисту прав, а також протидіяти будь-яким проявам рентного тиску чи адміністративного свавілля. Зроблено висновок, що інституційне середовище маєтрансформуватися у напрямі створення рівноваги між відкритістю до глобального капіталу та внутрішнім економічним суверенітетом, що дозволить Україні стати не лише об’єктом, а й повноцінним суб’єктом міжнародного інвестиційного процесу.

В статті розглянуто ключові аспекти формування та функціонування агрокластерів, як важливих елементів для сталого розвитку регіонів. Обґрунтовано значення організаційно-економічних зв’язків у межах кластерних структур. Запропоновано дворівневу модель організації кластерної структури, яка на відміну від існуючих зможе слугувати основою для формування аграрного кластеру і дозволить оптимально поєднати різномасштабні бізнес-одиниці у єдиній інтегрованій господарській системі. Ґрунтуючись на засадах дворівневої моделі організації кластерної структури у агросекторі, запропоновано методичний підхід до дослідження організаційної моделі діяльності бізнес-суб’єктів у структурі аграрного кластеру, яких на відміну від існуючих дає можливість вивчати, аналізувати, оцінювати та систематизувати наявні зв’язки між підприємствами агросектору, переробних та обслуговуючих галузей та використовувати їх як базис для організації кластерного об’єднання.

The world experience of the development of integration processes shows that integrated enterprises are more efficient and adapted to the conditions of the market economy due to the creation of a single progressive process of manufacturing and promoting products from their producers to end consumers. In today's conditions, the country has not yet developed a system innovation development mechanism. A comprehensive solution to the problem of innovative development of the agricultural sector is the formation of a cluster policy at both the state and regional levels. Adjustment of state and regional strategic plans and target programs considering the cluster initiative will allow to achieve the target strategic guidelines for the development of the agricultural cluster, to ensure the implementation of the goals and objectives of the development of the territory of the region. Strategic planning for the development of the region's economy, including the agricultural and processing sectors, should be based on the peculiarities of the territory, considering the disparities in the development of individual districts. The established sectoral and territorial structure of the Mykolaiv region and the natural and climatic conditions of the region determine the directions of clustering of the agricultural sector and the limits of influence of cluster structures as growth points. The implementation of the project of the formation and development of an agrarian cluster in the system of strategic management of the Mykolaiv region requires a review of the provisions of the main strategic plans of regional development, the "Strategy for the development of the Mykolaiv region for the period up to and including 2027", as well as medium-term plans and programs, strategies of industry direction and targets programs of regional and sectoral development. Keywords: clustering, agricultural sector, economic development, regional policy, strategic planning.