https://repository.hneu.edu.ua/handle/123456789/33454 Tue, 18 Aug 2026 09:16:24 GMT 2026-08-18T09:16:24Z 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/123456789/41292 Назва: Дослідження операцій та методи оптимізації. Mетодичні рекомендації до практичних завдань для здобувачів вищої освіти всіх спеціальностей першого (бакалаврського) рівня Автори: Малярець Л. М.; Мінєнкова О. В. Короткий огляд (реферат): Подано вправи й задачі з навчальної дисципліни "Дослідження операцій та методи оптимізації". Наведено приклади та основні теоретичні відомості, потрібні для їх розв'язання. Рекомендовано для здобувачів вищої освіти всіх спеціальностей першого (бакалаврського) рівня денної форми навчання. Thu, 01 Jan 2026 00:00:00 GMT https://repository.hneu.edu.ua/handle/123456789/41292 2026-01-01T00:00:00Z