https://repository.hneu.edu.ua/handle/123456789/33508 Sun, 16 Aug 2026 04:09:52 GMT 2026-08-16T04:09:52Z https://repository.hneu.edu.ua/handle/123456789/41622 Назва: Nonlinear Regulators of Innovation Processes Автори: Voronin A. V.; Lebedev S. S. Короткий огляд (реферат): This study considers the methodology of synergistic management of innovation processes. One of the main results of this study is the analysis of the influence of a nonlinear (quadratic) controller on the properties of a dynamic model, which is presented in the form of a traditional logistic-type differential equation. The conditions for obtaining the characteristic values of the controller parameters for a system with two equilibrium positions are determined. It is found that a greater value of the characteristic indicator of the equilibrium position corresponds to a stable equilibrium position of the innovative system, and a smaller value corresponds to an unstable one. It is proved that when both equilibrium positions are close in value of the characteristic indicator, a saddle-nodal bifurcation occurs, and an analysis of the mechanism of loss of stability occurring in the system is also carried out. It is shown that this can lead to undesirable effects, such as a catastrophic loss of stability of the "fold" type. Thu, 01 Jan 2026 00:00:00 GMT https://repository.hneu.edu.ua/handle/123456789/41622 2026-01-01T00:00:00Z https://repository.hneu.edu.ua/handle/123456789/41618 Назва: The Marketing Strategy of Business in the Context of Digital Transformation Автори: Malafieiev T. R.; Misiura Ie.Iu.; Pyvavar I.V.; Lytvynenko O. D. Короткий огляд (реферат): The relevance of the study is determined by the fact that the digital transformation of the modern economy is significantly changing approaches to business management and the formation of enterprise marketing strategies. The rapid development of digital platforms, artificial intelligence, big data, omnichannel communications, and automated management systems creates new conditions of competition in which the speed of interaction with consumers, content personalization, digital trust, and the ability of businesses to adapt quickly to market changes become decisive factors. For Ukrainian enterprises, the issue of transforming marketing strategies is particularly relevant under conditions of martial law, economic instability, business relocation, and changes in consumer behavior. Under such conditions, traditional marketing approaches are gradually losing their efficiency, creating the need for new strategic marketing models focused on digital flexibility, customer orientation, social responsibility, and the use of modern digital technologies. The aim of the article is to examine contemporary approaches to the formation of business marketing strategies in the context of digital transformation, to determine the role of digital technologies and artificial intelligence in the development of marketing communications, and to substantiate an innovative model of digital marketing resilience for Ukrainian enterprises operating under conditions of an unstable environment. The study employs methods of systemic, integrated, and process-based approaches, as well as methods of analysis and synthesis, comparison, generalization, elements of economic-statistical analysis, and case study analysis of contemporary Ukrainian business practices. The information base of the research consists of academic publications, analytical reports, statistical data, and the results of contemporary studies in the fields of digital marketing, e-commerce, AI marketing, and business digital transformation for the period 2022–2026. The study examines the impact of digital technologies, omnichannel platforms, big data, AI-driven personalization, CRM systems, customer journey 360°, and socially responsible marketing on the effectiveness of enterprise marketing activities. The results of the study identify the key directions of marketing strategy transformation in the digital environment and determine the specific features of Ukrainian business adaptation to wartime conditions and high market instability. It was found that the digitalization of marketing activities contributes to increasing the speed of managerial decision-making, the personalization of consumer interaction, the development of omnichannel communications, and the strengthening of enterprises’ competitive advantages. The study found that the highest efficiency is achieved through the comprehensive integration of AI technologies, data analytics, digital platforms, and socially responsible branding into a unified system of strategic marketing management. It has been proved that, under modern conditions, business competitiveness largely depends on the level of digital flexibility, the adaptability of marketing strategies, and the ability to build consumer trust within the digital environment. The scientific novelty of the research lies in the improvement of the model of digital marketing resilience, which is based on the interaction of four key components: Resilience (adaptability and anti-crisis resilience), Relevance (relevance through personalization), Responsibility (brand social responsibility), and Reinvention (continuous digital renewal). Practical recommendations are proposed regarding the integration of AI solutions into enterprise marketing activities, the development of employees’ digital competencies, the implementation of MarTech tools, omnichannel platforms, and data-driven approaches to ensure the long-term resilience and competitiveness of businesses in the digital economy. Thu, 01 Jan 2026 00:00:00 GMT https://repository.hneu.edu.ua/handle/123456789/41618 2026-01-01T00:00:00Z https://repository.hneu.edu.ua/handle/123456789/41354 Назва: Розробка організаційно-економічного механізму адаптації маркетингових стратегій до умов цифрової економіки під час воєнного стану Автори: Гребенікова О. В.; Денисова Т. В. Короткий огляд (реферат): Розроблено організаційно-економічний механізм адаптації маркетингових стратегій підприємств до викликів цифровізації та воєнного стану. На основі методів моделювання та експертного оцінювання побудовано п’ятиетапну циклічну модель із функцією самонавчання, центральним елементом якої є трирівнева система KPI, розширена індексами воєнної резильєнтності (MRI), цифрової адаптації (DAI) та стабільності маркетингу (WMSI). Створено прикладний інструментарій оцінювання стійкості маркетингу з перспективою його подальшої галузевої верифікації. Thu, 01 Jan 2026 00:00:00 GMT https://repository.hneu.edu.ua/handle/123456789/41354 2026-01-01T00:00:00Z https://repository.hneu.edu.ua/handle/123456789/41128 Назва: System Approach to Business Management in the Digital Environment of Logistic Operations Автори: Lytvynenko A. O.; Lytvynenko O. D.; Misiura Ie. Iu.; Malafieiev T. R. Короткий огляд (реферат): Ukrainian logistics networks are currently facing a number of interconnected challenges that significantly complicate effective supply chain management. One of the major problems is information fragmentation: data from different stages of the supply chain remain insufficiently integrated, which often leads to errors, delays, and difficulties in process control. The low responsiveness of managerial decision-making has become a serious barrier to business development. Managers are forced to spend a considerable amount of time verifying documents, coordinating procedures, and monitoring routine operations instead of focusing on strategic planning and process optimization. In addition, trust-related risks and regulatory constraints remain significant: uncertainty in the legal framework, insufficient transparency of processes, and the complexity of interaction between partners increase the likelihood of conflicts and reduce the overall efficiency of logistics systems. Taken together, these factors highlight the need for modern approaches to logistics management that combine technological solutions, data analytics, and practical managerial tools to ensure the reliability, speed, and transparency of processes, thereby underscoring the relevance of this study. The aim of this article is to determine how the application of a system approach in combination with digital technologies influences the improvement of logistic process management, promotes data transparency, and accelerates managerial decision-making in both national and international contexts. The study employs system and process approaches, as well as methods of analysis and synthesis, comparison, generalization, and elements of economic and statistical analysis based on secondary data from recent studies (2022–2025). The impact of digital technologies (ERP, WMS, IoT, BI, and DSS) on logistic process management and managerial decision-making has been examined. The results of the study identify key directions for the digital support of managerial decision-making and assess their impact on logistics efficiency. It has been It has been found that the most effect is achieved through the comprehensive integration of digital tools into a unified management system, which ensures increased responsiveness, transparency, and soundness of decisions. The necessity of applying a system approach to the digital transformation of logistics as a foundation for enhancing business competitiveness has been substantiated. A phased approach to the implementation of digital solutions is proposed, which includes the identification of managerial problems, system integration, the development of staff digital competencies, and the assessment of the economic efficiency of digitalization. Thu, 01 Jan 2026 00:00:00 GMT https://repository.hneu.edu.ua/handle/123456789/41128 2026-01-01T00:00:00Z