Traditional models of public administration are transforming in the face of prolonged large-scale crises, and are even more significantly altered in times of a state of war, which accentuates the problem of stability of the state management system in a prolonged military conflict. The aim of the article is to identify the peculiarities of regional development under martial law, outline public administration trans¬formations and approaches to regional level strategy. Empirical methods have been used for this research, including analysis and synthesis, graphical, monographic, abstract-logical, hypo¬thetical methods, as well as theoretical gene¬ralization and structural-functional analysis. In the conditions of prolonged war, the risks of strengthening the vertical power structure in the long term and uncertain perspective increase. New approaches to regional development plan¬ning in Ukraine outline development priorities for regions, taking into account their dispo¬sitions. Strategic planning should be based on systemic and process approaches, be risk-oriented, ensuring the sustainability of public administration, and state administration at the regional level in the conditions of a state of war and in post-war country reconstruction. The application of a bioecological model in strategic planning allows for a comprehensive assessment of the advantages, risks, and threats of regional development, ensures the decentralization of governance powers, and increases the role of local self-government. Such an approach creates preconditions for more effective and transparent attraction of targeted investments in the post-war development of regions and communities.

Traditional models of public administration are transforming in the face of prolonged large-scale crises, and are even more significantly altered in times of a state of war, which accentuates the problem of stability of the state management system in a prolonged military conflict. The aim of the article is to identify the peculiarities of regional development under martial law, outline public administration trans¬formations and approaches to regional level strategy. Empirical methods have been used for this research, including analysis and synthesis, graphical, monographic, abstract-logical, hypo¬thetical methods, as well as theoretical gene¬ralization and structural-functional analysis. In the conditions of prolonged war, the risks of strengthening the vertical power structure in the long term and uncertain perspective increase. New approaches to regional development plan¬ning in Ukraine outline development priorities for regions, taking into account their dispo¬sitions. Strategic planning should be based on systemic and process approaches, be risk-oriented, ensuring the sustainability of public administration, and state administration at the regional level in the conditions of a state of war and in post-war country reconstruction. The application of a bioecological model in strategic planning allows for a comprehensive assessment of the advantages, risks, and threats of regional development, ensures the decentralization of governance powers, and increases the role of local self-government. Such an approach creates preconditions for more effective and transparent attraction of targeted investments in the post-war development of regions and communities.

Increasing the quality level of budget and tax policy is a strategic task of state institutions under conditions of limited financial resources. Large-scale military actions on the territory of Ukraine and uncertainty in combination with a significant level of economic recession actualize the issue of developing new approaches to the budget and tax instruments, revealing the peculiarities of the budget and tax policy implementation, substantiating its strategic tasks. The research is based on the hypothesis that the implementation of a prudent budget and tax policy and strengthening the adaptability of budget architecture to social and economic processes will provide the basis for achieving macroeconomic stability and sustainable deve-lopment goals in conditions of limited financial resources. General scientific and special methods based on the systematic study of economic phenomena and processes were used, such as: dialectical, complex analysis, scientific generalization, concretization, generalization of theoretical and practical material, and sampling, scientific abstracttion, economic and statistical. The role of budget and tax policy as a tool for regulating social and economic processes has been defined. The peculiarities of the imple-mentation of the budget and tax policy of Ukraine have been revealed. An analysis and assessment of revenues and expenditures of the State Budget of Ukraine has been carried out. The strategic objectives of the budget and tax policy in conditions of limited financial resour-ces have been substantiated. The budget and tax policy is a multifaceted tool for regulating social and economic processses, which, in the conditions of increasing uncertainty of the economic environment, faces obstacles that make it necessary to strengthen its institutionalization. Large-scale military actions on the territory of Ukraine weakened the ability to mobilize own budget revenues at a sufficient level, led to a significant increase in the state budget deficit and the need for additional financial resources, in particular by increasing state borrowing. Among the strategic tasks of the budget and tax policy in the conditions of uncertainty, it is expedient to include: improvement of the mechanism of mobilization of the budget’s own revenues; increasing the efficiency of budget expenditures; ensuring a balance between financing the most critical items of the state budget and stimulating the recovery of the economy.

The scientific issues related to the demographic structure fluctuations, particularly in the aging population context, are extremely relevant. Their profound study allows to set certain socio-demographic development policy’s methodological provisions. The hypothesis that there is a particular stochastic dependence between the socio-demographic indicators, the public expenditures’ elements and the investments in physical capital has been proposed. Conside-ring that, the macroeconomic policy programs could be developed. A plethora of techniques to confirm our hypothesis, in particular, the theoretical generalization of empirical experien-ce, statistics methods and techniques (grouping, ranking, analysis of dynamic series, etc.) were applied. The initial hypothesis was tested by the regression. The information base of the study was the statistics of the World Bank. Both socio-demographic and macroeconomic characteristics of a number of Central, Eastern European and Baltic states – the countries that fundamentally revised economic doctrines and carried out a complex of market transformations in the 1990s – were examined. Over the 1960–2020 period, the demographic dynamics were assessed, while the main demographic changes trends were deter-mined. Regarding the 1990–2020 period, the age composition transformation’s problem in the sample was highlighted. The nature of the mutual interdependences between the age structure and the macroeconomic characteristics were clari-fied. The interconnections between the old-age dependency ratio and the average real GDP per capita growth rate multiple nature have been highlighted. The obtained regression model is adequate. However, only the macroeconomic controller – gross capital formation – has been statistically significant and influenced economic development positively throughout the entire interval. Certain health care programs aimed to increase the elderly population active invol-vement in the social production should eliminate the old-age dependency ratio negative impact on the macroeconomic dynamics. The intellectual capital cultivation measures should be imple-mented regarding the working-age population. The demographic sustainability concept should be entered into the system of macroeconomic regulation.

The development of digital technologies has contributed to the spread of digital platforms in various types of economic activity. Digital platforms and platform ecosystems formed by them are transforming entire industries and types of social and economic activities, becoming drivers of economic growth, innovation and competition. The aim of the research is to determine the role of digital platforms in the development of the economy in the conditions of digitalization. Comparative methods, economic and statistical analysis, generalization and synthesis were used. The phenomenon of digital platforms in the economy based on theoretical and economic analysis was examined in the research. Digital platforms have been identified as the largest data aggregators and beneficiaries of the digital economy, and digital data is a key resource that leads to value creation. Their interaction has a significant impact on obtaining added value and its value. The given classification of digital platforms provides a comprehensive idea of the scale of their influence on the development of the economy in the conditions of digitalization. It was found that the successful expansion of platform companies and the transformation of the economy are mostly provided by the network effect. Digital platforms allow users to use actively the opportunities of the digital economy, increasing the efficiency of business processes, providing interaction mecha-nisms, shaping new ways of value creation. According to the results of the economic and statistical analysis of the economic development level in different countries of the world, it has been established that the growth of the economy directly depends on the level of its digitalization: the leading countries in terms of the size of the economy have a developed digital sector, and implement digital technologies in most types of economic activity. That is why there is an economic gap between "digital" countries and countries where digitalization is not sufficiently implemented.

The digital transformation of society is a complex process that manifests itself through the derivative transformation of the entire system of social relations. Competitive relations arising between individual business entities, within individual markets, industries, and broader economic ecosystems – up to the economy as a whole – are no exception. Based on the theore-tical and economic analysis and periodization of the development of competitive relations in the pre-digital era, the article has established the prerequisites for the formation of a new (fifth) stage of their cumulative evolution under the influence of digitalization, which is charac-terized by a shift in the focus of competition to the exploitation of digital competitive advan-tages while weakening the role of other determinants, and also by uncertainty about the quality of the competitive environment at the final phase of this stage. The author has identified two potential vectors of the relevant transformation. The first one outlines the prospects for increased competition through the formation of new markets, digital blurring of market boundaries, and lowering of market entry barriers. The other justifies the strengthe-ning of the sustainability of the competitive advantages of digital monopolies based on three pillars: initial structural advantages, control over large amounts of data, and network effects on the demand side. Their combination is sub-additive, ensuring the launch of self-reinforcing economies of scale as a prerequisite for not only the creation but also the entrenchment of digital monopolies. The answer to the question of which of the vectors will dominate depends on how successfully companies will be able to combine the accumulation and use of big data with network effects, on the one hand, and, on the other hand, on the speed and effectiveness of reforming competition policy to ensure its ability to create an effective counter to creeping monopolization and related abuses by digital monopolies

To increase the effectiveness of digital marketing and the activity of the enterprise as a whole, it is important to improve the user experience in the interaction of consumers with the website. It becomes possible by combining technical, technological and marketing aspects in the process of developing a website at all its stages. The website is classified as a key strategic asset of the enterprise’s digital marketing, the use of which allows to perform financial and non-financial (image, reputation) tasks and achieve strategic marketing and business goals, as well as increase the efficiency of the enter-prise in general. The aim of the article is to substantiate the stages of website development as a key strategic digital asset of the enterprise in modern conditions; determination of measures aimed at increasing the efficiency of the site and improving the user experience in order to attract and increase the traffic of target consumers. When conducting the research, the general scientific methods of analysis and synthesis, system-structural analysis, comparison, systematic and logical generalization were used. The fundamental role of the website in the implementtation of the digital marketing strategy of the enterprise is substantiated in the article. The key types of sites are characterized along with features and conditions of use: landing page, longread, business card site, website-cata-log, online store, blog and information portal. The strategic goals and objectives of the main types of sites have been systematized. The main stages of developing a website as a strategic asset of digital marketing of a consumer-oriented enterprise are: setting up the goal of site creation and specifying the functionality of site; developing of technical requirements and deployment of a prototype; UI/UX design; cross-browser and adaptive layout; setting up the site management system and configuration of additional modules; adding content to the site and internal SEO optimization; choosing hosting and web-domain; installling web analytics codes; launching and split testing of the site. Nielsen heuristics for improving the user experience were described and examples of their application were given. The relationship and synergistic interaction of the site and other digital marketing tools are substantiated.

Governments, subjects of commercial and non-commercial sectors of the national economy have to prioritize reviewing the international competitiveness of the information technology sector in order to maximize its potential for sustainable and equitable growth. The aim of the research is to review and systematize current scientific and industry approaches to assessing the international competitiveness of sectors/branches of the national economy with further development and proposal of a method for comprehensive assessment and comparison of the international competitiveness of IT sectors of different countries. The following research methods were used to write the research, such as: a review of scientific sources and a generalization of existing approaches for assessing the international competitiveness of industries/sectors of the national economy, comparison and systematization of existing approaches for assessing the digitalization of the national economy (relevant research topic), graphic (tabular) to visualize the results of the review. Research and sectoral approaches to assessing the international competitiveness of the industry/sector of the national economy have been analyzed. It was established that variations of the RCA indices are not suitable for assessing the international competitiveness of the IT sector, as they do not take into account a number of critical aspects, for example, innovations, technolo-gies, ICT infrastructure, human capital, differences in the functionality and characteristics of digital products and services, etc. The results of the analysis of digital ratings from international governmental and non-governmental organizations indicate that most of the proposals focus on a general assessment of the digital readiness of national economies, which makes it difficult to use the results of research to assess the international competitiveness of the IT sector. A composite index of international competitiveness of the IT sector (ITSIC) is proposed, aimed at evaluating digital infrastructure, human capital, innovative potential in IT, favorable business environment, and the degree of integration of the country’s IT sector into the global digital environment. However, the author’s approach is characterized by certain shortcomings, in particular, subjectivity in the selection and weighting of indicators, simplification and ignoring the context of IT sectors or regions, as well as insensitivity to dynamic changes in the IT sector

In the conditions of steadily growing market of IT services in Ukraine, the issue of increasing the effectiveness of risk management that companies face is urgent. Risk classification is one of the most important information provisioning tools for risk management directed to increase the competitiveness and financial stability of companies in such a turbulent market as the market of Ukraine. Scientific methods, such as: analysis, synthesis, induction, deduction, compareson, dynamics series, averages and relative values, coefficient analysis, abstraction, analogies, and generalizations were used in the research. The essence of political, economic, operational and legal risks has been researched. In addition to stated, risks classification and its consideration are one of the most important factors, ensuring a high level of competitiveness, saving of positive development trend, ensuring a high reputation level, expanding the market share, ensuring business continuity etc. on such turbulent market as Ukrainian one. The critical assessment of scientifical approaches regarding risks classification is also performed and it’s proven that not only general (applicable for all companies regardless their field of activity) risks, but specific for IT-industry ones are creating an impact on company’s performance. Also it’s important to state that the field of occurrence and risk consequences is worth to be considered in IT-companies’ risks classification. The importance of risks division by the level of impact (affordable (low and medium), high, critical and catastrophic) on company’s performance is also noted in current article. The characteristics of each risk types have been noted in current article and their value for company’s performance has been shown. Based on the experience of domestic companies, the necessity and expediency of identifying specific risks related to issues of personnel potential, cyber-crime, projects, etc. has been proven.

In the difficult conditions of martial law, the prospect of strengthening the reputational competitive factor acquires a fundamental importance in the functioning of Ukrainian universities. One of the areas of work on strengthening the image is the search for topics for communications that are significant for consumers of educational services. Emphasis on compliance with standards of academic integrity in teaching and research is a relevant way for such work to promote the HEI brand. The educational discourse in Ukraine was distinguished by threatening «traditional features»: detection and adequate response to violations of academic integrity norms were outside the field of priority attention of the administrations of higher education institutions, and a certain percentage of society considered obtaining a higher education a «formal general requirement». The dynamics of changes in the consumer perspective regarding such settings are the focus of this study. The aim of the article is to establish actual characteristics of the perception of consumers of educational services of the relationship between compliance with standards of academic integrity and the HEIs reputation. The method of systematization and generalization of existing theoretical sources and meta-analytic studies devoted to the issues of reputation and brand image of higher education institutions were used in the research; in order to obtain data on the consumers’ attitude to the problem of violation of academic integrity norms in higher education anonymous online survey and interview with students were conducted. The obtained results have been shown that absolute majority of respondents perceive violations of norms of academic integrity as a threat that worsens the learning experience, eliminates fair competition and undermines reputation of viola-ting HEI. Implementation of scientific programs that meet high research standards with the broad involvement of students is a reliable basis for building effective communication strategies that can significantly improve the perception of key target audiences of the reputation of educational institution.