Full-scale invasion of the Russian federation on the territory of Ukraine has significantly changed operating conditions of Ukrainian enterprises, forcing management to look for new ways to organize business-processes. Methods of enterprise management used in pre-crisis period no longer can guarantee stable functioning of a company. Therefore, there is a need to develop new approaches that correspond to the actual conditions. This research aims to identify the factors influencing the management system at Ukrainian enterprises, and tools used by the management of Ukrainian enterprises to ensure effective work in the conditions of martial law. Methods of generalization, analysis and syn­thesis, comparison, scientific abstraction and systematization were applied in process of research. In this research changes in the operating conditions of enterprises in Ukraine under the influence of the factors of the systemic crisis caused by the state of war, the nature and level of losses from their consequences were studied. The difficulties faced by Ukrainian enterprises in the conditions of martial law and the factors that provoke them were determined. The methods used to ensure the stability of enterprises in a crisis state were defined. As a result it was concluded that in order to overcome the systemic negative issues caused by the martial law, it is necessary to change management approaches at enterprises. The priority directions of such changes should be the implementation of new technologies, the deve­lopment of new management structures, and the focus on deepening interaction with personnel.

Food security is one of the key goals of the state agricultural and economic policy. It forms a vector of movement towards the optimal state of the food system of any country. In this sense, food security monitoring is a continuous pro­cess. But mostly, in order to realize this goal, the development priorities and mechanisms for implementing the agricultural policy must be corrected. Each country has its own experience in implementing agricultural policy and creating a national food security system. The food security problems of Ukraine in the conditions of the war and the post-war period of reconstruction, as well as the connection between the prospects for the development of rural areas and the increase in the level of food security, are considered. Based on the most common approaches to defining food security and the basic aspects of the modern concept of food security, taking into account the social and economic problems of rural areas of Ukraine as obstacles to strengthening the country’s food security, proposals for their prevention and overcoming have been developed. The concept of Economic Ukrainian Centrism was introduced.

The evolution of global trade, driven by the urgent need to protect the environment, ensure social justice and economic growth in the face of globalization, emphasizes the relevance of sustainable trade practices. This paradigm shift emerged in the late 1980s to harmonize economic prosperity with ecological and social well-being. As a prominent player in international trade, the European Union (EU) has taken a leading role in promoting and implementing sustainable trade policies. A broad review of global studies and publications reveals a growing consensus on the necessity of sustainable trade. Scholars have explored such topics as the trade-environment relationship, economic growth’s compatibility with environmental protection, and the role of trade in achieving sustainable development goals. The integration of sustainable develop­ment criteria into trade policiy has also been a central topic. This article scrutinizes the evolution of the EU policy on sustainable trade, highlighting the significance of such research in the present global context. The research hypothesis states that sustainable trade policies are vital to solving global economic problems, contributing to sustained economic growth. The methodology involves a thorough analysis of EU political documents and an asses­sment of their alignment with the global goals of sustainable development. In the article’s main sections, the authors consider various aspects of the EU’s path to sustainable trade, including the integration of environmental considerations, alignment with Sustainable Development Goals (SDGs), and the historical development of sustainable trade policy. The results of this study significantly contribute to the global dialogue on sustainable trade, offering insights into the EU’s path in promoting sustainable trade and providing comprehensive overview of its implications, challenges and opportunities.

Capital concentration as a tool for in­creasing efficiency, profitability and creating a greater impact of business on the market where it operates is important for national, regional, as well as global economy. Accordingly, the study of processes of capital concentration, identi­fication of factors that influence it, including analysis of current changes in technologies and the macroeconomic situation, are important both for making investment decisions by busi­nesses and for state regulation to achieve the goals of economic development, increasing labor productivity and growth of well-being. In the post-2019 COVID-19 pandemic time, the world has been affected by factors that were either relatively inconspicuous or absent in recent decades, such as the post-pandemic recovery and associated macro­economic insta­bility, changing geopolitical situation, and conti­nuation and deepening of digitization processes, partly reasoned by trends which were observed during the pandemic. The study proves the validity of the hypothesis about the decisive influence of the macroeconomic situation in developed countries, digitalization and changes in the geo­political situation on the dynamics of investment flows and capital concentration in 2021–2023. Concludes on continuation of such influence in the future, which must be taken into account for the purposes of developing and implementing regulatory measures regarding the concentration of capital in Ukraine.

The rapid spread of digital technologies, changes in consumer behavior, and the growth in the number of online users have led to changes in the business models of retail enterprises. Among them, the most common are: online store, electronic bulletin board, electronic market­place, price aggregator. These business models involve the use of digital marketing methods and instruments. At the same time, taking into account the principle of omnichannel in digital marketing, it is important to ensure that consumers can make purchases in physical stores. Such additional opportunities will allow forming positive impressions of consumers. The aim of the article is to justify digital methods and instruments in creating consumer impressions. When conducting the research, general scientific methods of analysis and synthesis, system-structural analysis, comparison, systematic, logical generalization were used. The article proposes to apply the concept of impression design, which allows you to align the goals and instruments of digital marketing with interaction points on the consumer’s digital journey by areas of impression detection. This ensures the formation of a unique experience for each user based on positive impressions that are planned by the enterprise. For impression planning, it is important to form a list of interaction points based on the constructed CJM-map of the consumer’s path. Simultaneously with the methods and instruments of digital marketing of retail enterprises, it is recommended to use the latest approaches in planning consumer experiences, which includes the design of experiences. The design and delivery of planned experiences occurs at every interaction point in the consumer journey in the digital environment, both online and offline. Knowledge of the target audience and systematic work on identifying shortcomings and their elimination at each point of interaction will contribute to the formation of positive impressions, sustainable associations with the brand, improving the image and improving the user experience. This will help to achieve the goals of digital marketing and business as a whole.

Students are an attractive segment on the labor market, as young people learn quickly, have the skills to work with modern information technologies, are inclined to support and develop corporate culture, etc. The aim of the article is to determine the level of attractiveness of trade enterprises from students’ opinion, taking into account modern trends in the development of the labor market. The hypo­thetical assumption is that trade enterprises do not differ significantly in terms of their attract­tiveness for students when they choose a place of work or internship. The conducted research of modern trends in the development of the Ukrainian labor market showed that significant changes took place during the war, in particular, the number of vacancies decreased by 25 times. Enterprises, for their part, tried first of all to keep the existing staff and were looking for new opportunities for successful operation. There has been a mass migration of the population to safe places, currently about 20% of the population of Ukraine is abroad. Preservation of the working population in Ukraine is an important task of the state and business. The number of vacancies in the field of trade increased by 67% in 8 months of 2023, stabilization took place in the field of trade on the labor market in August according to the R-Index. The students’ perception of the enterprises attractiveness for work and internship was studied. For this, the survey was conducted among students (1341 respondents) with and without work experience. To analyze the results of the survey, the following methods were used: mathematical expectation, root mean square deviation and coefficient of variation of the expert evaluation results. Enterprises were rated according to their attractiveness for work and internships in the field of trade. Among the 9 leading enterprises, according to the survey results, Rozetka, Fozzy Group and Comfy were identified as the most attractive. The conducted research will make it possible to identify the best practices of employer brand management, and will help enterprises to take into account the expectations of their target audience

The study of the institutional foundations of budget planning determines the activities of institutions in the field of forming the revenue part of the budget, effective planning of the expenditure part, ensuring the balance of the budget and increasing the level of macro­economic balance, which is especially relevant during the period of martial law in order to adapt the institutional environment to social, economic and social transformations in the country. The institutional environment of budget planning is important, as one of the main regulators of budget relations, with the aim of ensuring macroeconomic balance both in the short-term period and in the medium-term perspective. Adaptation of the institutional environment to social and economic changes and determination of priority directions for the further development of financial and budgetary relations require attention. The article aims to reveal the institutional foundations of budget planning in the system of macroeconomic regulation. The main research methods are dialectical and systemic. Structural, com­parative, factorial and logical methods were also used. In the course of the research, the essence of the institutional environment of budget planning was determined, the content of the budget institute and the budget policy institute was revealed. Adaptive changes in the institutional environment of budget formation, which were caused by the start of a full-scale war, are analyzed and priority directions for further improvement and development of the institutional environment of budget planning are given. Effective institutional environment of budget planning has a significant impact on the level of macroeconomic balance, social and economic development of the country and achievement of priorities determined by medium-term social goals. The state of war on the territory of Ukraine has become a rather significant challenge, including for the financial and budgetary institutional environment. The conducted study of the current legislative framework indicates a gradual change in the institutional environment of budget formation before transformations in social, economic, and public relations. Further impro­vement and development of the institutional environment for budget formation in terms of creation and implementation of effective financial mecha­nisms is appropriate, in order to ensure macroeconomic stability and further socio-economic development of the country

Higher education is a key sphere that fosters resilience and ensures economic growth in the country. As Ukrainian higher education conti­nued to evolve, the challenge of implementing modern innovative approaches and technologies in the educational process has become more prominent. Innovative activities have become perhaps the most critical area of higher education institutions’ activities, as they enable the system to adapt absolutely to external factors. The aim of this article is to determine the features of innovative activities in higher education institutions in the context of Russia’s military aggression and approaches to ensure its effectiveness. The following general scientific methods were used in the research: theoretical generalization, grouping, and systematization; analysis and synthesis; scientific abstraction; statistical method of data collection and analysis; graphical; induction and deduction. The article has provided an overview of higher education functioning in the conditions of war state, identified key threats, and assessed the impact of innovative activities in overcoming them. Approaches to ensuring the effectiveness of innovative activities in higher education institutions during the military aggression were proposed, and the key directions of their implementation have been identified and characterized.