Монографії
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Item type:Монографія, Вплив брендингу на екологічну відповідальність споживачів: нові підходи до сталого маркетингу(Таллінн : Teadmus, 2025) Бойко, Ольга ВікторівнаЦілі. Метою дослідження був аналіз впливу брендингу серед екологічно відповідальних споживачів та того, як сприйняття зеленого бренду та знання про екомаркування, довіра до бренду, намір купівлі та сприйняття грінвошингу впливають на екологічно відповідальну поведінку. Метою дослідження було визначити ефективність стратегії сталого брендингу на вибір споживачів у різних національних середовищах та зосередитися на прямому та опосередкованому впливі. Дослідження має на меті виміряти рівень таких зв'язків та відмінності між моделями у п'яти країнах, а саме: США, Великобританії, Німеччині, Польщі та Україні, протягом періоду дослідження 2022-2024 років. Методологія та методи. Первинні джерела даних включали використання вторинних даних, зібраних у загальнодоступних міжнародних опитуваннях поведінки споживачів. У цьому аналізі використовувалися два взаємодоповнюючі методи економетрії: один - нелінійна логістична регресія для визначення ймовірності екологічно відповідальної поведінки, другий - моделювання структурних рівнянь (SEM) для визначення будь-яких непрямих наслідків через довіру до бренду та намір купівлі. Сприйняття зеленого бренду, довіра та сприйняття грінвошингу - це змінні, які були операціоналізовані та валідовані шляхом застосування показників шкал Лайкерта та підтверджувального факторного аналізу. Результати. Результати дослідження показують, що існує значна позитивна кореляція між змінними сталого брендингу та екологічною відповідальністю. Найвища ймовірність екологічно відповідальної поведінки прогнозувалася на рівні 93,9% у 2022 році в Україні та 96,89% у 2022 році в США, тоді як значення також були стабільно високими у Великій Британії та Німеччині. Результати SEM підтвердили існування значного медіаційного ефекту довіри до бренду у встановленні позитивної кореляції між сприйняттям бренду та поведінкою споживачів. Сприйнятий грінвошинг негативно вплинув на довіру та поведінкові наміри. Роль інституційної довіри, розпізнавання екомаркування та культурних установок була підкреслена у відмінностях між країнами, оскільки вони формулювали реакцію донорів. Висновки. Виходячи з цього, дослідження визначає, що реальні та надійні практики брендингу є ефективними в зеленому брендингу та можуть значною мірою визначати сталу поведінку споживачів. Результати дослідження вказують на важливість підвищення обізнаності про екомаркування та зменшення грінвошингу як способу забезпечення участі споживачів. У майбутньому для глибшої перевірки цих висновків та вивчення новітнього впливу цифрового брендингу необхідно впроваджувати та використовувати поздовжні дані та спостереження за поведінкою.Item type:Монографія, Business Development towards the Application of Innovative Customer Relationship Management (CRM) Technologies in the Context of Global Transformational Changes(2024-04-01) Kuzmаk, Oleh; Kuzmak, Olena; Voitovych, SerhiiThe article summarizes issues related to the key tasks of modern business owners, in particular, ensuring a competitive positioning on the market and sustainable development of enterprises in the conditions of the development of digital transformation of economic relations. The main goal of the work is to research and determine the points of contact between customer loyalty and satisfaction and business efficiency, to assess the state of application of CRM systems and their impact on business indicators of activity. The actuality of solving the established problem consists in the fact that the effective use of CRM systems should become one of the tools for ensuring the preconditions of competitive advantage of the business entity, strengthening the image by improving the management of relationships with existing and potential customers, attracting and retaining consumers, developing dialogue and gaining loyalty. This publication highlights the aspects of transformational changes, globalization of economic relations, and their impact on the formation of modern business relations with clients. An attempt was made to give a systematic presentation of the main advantages of using information technologies as a tool for the effective management of relationships with clients. It has been found that for the successful implementation of CRM, a necessary condition is the definition and specification of the company's goals in the short- and long-term perspective and the definition and development of a strategy that determines relations with customers. The study concludes that in modern business conditions, it is necessary for companies to use CRM systems, and managing the successful implementation of CRM requires a complex integrated, and balanced approach to technologies, processes, and personnel.Item type:Монографія, The Strategy of Sustainable Development of Digital Business in the Conditions of the Variability of the Business Environment and European Integration(2024-04-01) Polinkevych, Oksana; Kuzmak, Olena; Kuzmаk, OlehIn the conditions of the development of digital technologies, the business environment faces new challenges to ensure sustainable development. Accordingly, processes arise that require the development of management mechanisms. One such tool for building a digital business towards the goals of sustainable development and European integration is the construction of a strategy for the sustainable development of digital business in the conditions of the variability of the business environment. Variability is one of the characteristics of the digital economy. The purpose of the study is to develop a strategy for the sustainable development of digital business by the declared indicators of the development of countries, territories, and communities. The research aims to identify changes in the business environment and assess trends in sustainable development and digital business. On this basis, the sustainable development index for individual EU countries and Ukraine has been determined. This index for Ukraine proved the need to develop a strategy for the sustainable development of digital business as a tool for achieving the goals of sustainable development. The dependence is deduced that digital business is developing rapidly and, by 2030, will prevail in all economies of the countries. Accordingly, the business environment in Ukraine should adapt such that it will ensure competitiveness not only in domestic but also in international markets. The strategy of sustainable development of digital business in the conditions of a changing environment should include objects, subjects, tools, and methods of achieving the planned goals. It will become decisive. In the post-war transformation of the economy of Ukraine and the development of the state based on the principles of social partnership. The main strategic directions of development are the development of business based on sustainable development through the activation of entrepreneurial activity, the use of digital tools in the activities of business structures through the formation of a digital business model, the formation of an eco-friendly space for interaction and the improvement of the management system, and the activation of development processes with using lean production. The consequences of the implementation of the strategy of sustainable development of circular business in Ukraine and its absence from the economic development of the country are determined.Item type:Монографія, Governance aspect of ESG in Lutsk National Technical University during the war(Riga : Baltija, 2025-03-04) Kuzmak, Olena; Kuzmаk, OlehThis section examines the ESG management aspect using the example of Lutsk National Technical University under martial law. It analyzes key management challenges, adaptation mechanisms, and strategic decisions that ensured institutional stability, continuity of the educational process, preservation of scientific potential, and fulfillment of the university’s social responsibility. Particular attention is paid to academic management, internal quality assurance systems, human resource management, international cooperation, and volunteering. The study demonstrates that integrating ESG principles into the university’s governance model has become an effective basis for strengthening the resilience, competitiveness, and public trust in higher education institutions during wartime.Item type:Монографія, Financial Compliance in Wartime: Challenges, Risks, and Adaptation Mechanisms(Тернопіль : Університетська думка, 2025-11-06) Kuzmak, Olena; Kuzmаk, OlehFinancial compliance plays a key role in ensuring the economic security of the state, the stability of the banking system, and reducing the level of financial crimes. Under martial law in Ukraine, the challenges in the ¿eld of financial compliance have become significantly exacerbated, as the risks of financial crimes, corruption, money laundering, fraud, and illegal financing have increased. The analysis showed that in 2022, cases of money laundering in the amount of more than UAH 20 billion were recorded in Ukraine, as well as a significant increase in financial fraud schemes. At the same time, international experience indicates the need to strengthen digital control and integration into global financial monitoring systems. In response to the threats, the government expanded sanction mechanisms and introduced stricter requirements for financial institutions. According to the results of the study, in 2022, attempts to legalize income of more than 20 billion hryvnias were detected. Compliance functions are actively implemented in sectors such as communications and telecommunications, pharmaceuticals, IT, and retail. The research proves that despite significant progress in strengthening control, there are problems with circumvention schemes, insufficient integration into global anti-corruption systems, and risks of misuse of international aid. Further development of financial compliance should be based on strengthening international cooperation, automating regulatory procedures, and implementing best practices for digital control of financial flows. Financial compliance in Ukraine during the war balances between strict control and the need to support the economy. Ukraine is implementing international standards, adapting financial regulation to crisis conditions, and developing FinTech solutions to ensure stability. In the future, it is necessary to further strengthen control over international financial flows and digital assets.Item type:Монографія, Innovative mechanisms for regulating the social welfare of refugees: demographic collapse or sustainable development(Barcelona, 2025-02-28) Kuzmаk, Oleh; Polinkevych, Oksana; Kuzmak, Olena; Kamiński, RyszardThe economy of Ukraine during the period of war experienced significant losses not only economic but also social, environmental, and informational. As a result, difficulties arise, and an imbalance is formed in the development of its structural elements. Due to the sharp increase in the outflow of human resources from Ukraine, it is on the brink of demographic collapse, which may lead to the disruption of development processes. Before the war, there was a significant population decline in Ukraine, and migration exacerbated the demographic crisis by more than 9 million people. Considering the fact that only 10% of refugees return to the country, such a situation has a destructive impact on achieving sustainable development goals. One of the tools that would contribute to achieving sustainable development goals through establishing constructive dialogue between business, government, education, and society is the construction of innovative mechanisms for regulating the social welfare of refugees. They are capable of ensuring the recovery of Ukraine’s economy, preventing demographic collapse, and ensuring the sustainable development of society. The purpose of the research is to develop mechanisms for regulating the social welfare of refugees on innovative principles. The research tasks include assessing the demographic situation in Ukraine, analyzing the level of migration before and after the war, studying the level of social welfare, determining the components of innovative mechanisms for regulating business social welfare, and the stages of their implementation. Based on this, conclusions are drawn that Ukraine has exhausted the potential for demographic growth, with a low share of the working-age population, high mortality among adults, significant migration flows, uneven population distribution across the country, and a worsening environmental situation. With the deepening of these processes, the Ukrainian economy faces demographic collapse rather than achieving sustainable development goals. One of the ways to prevent demographic collapse is to develop measures that would increase the level of social welfare. It is proposed that innovative mechanisms be used to regulate the social welfare of refugees. They rely on innovations in business, regulatory, administrative, social, and informational mechanisms for regulating social welfare. Seven stages of implementing innovative mechanisms have been identified, based on choosing the optimal strategy for improving the welfare of refugees in terms of labor, non-material, material, natural, and informational resources.Item type:Монографія, Digital Transformation to the Efficiency and Sustainability of Cities(Springer, Cham, 2025-02-25) Kuzmаk, Oleh; Kuzmak, Olena; Stepura, Tetiana; Lorvi, IrynaThe article discusses the importance of digital transformation in achieving increased efficiency and sustainability of cities in the modern world. The main objective of the work is to explore the potential of digital transformation, assess the institutional prerequisites for its development, the concept of smart cities, trends, challenges, and vectors of digital transformation development, and its impact on enhancing the efficiency and sustainability of cities. The relevance of addressing the stated problem lies in the fact that urban population growth, changes in the economy, technological progress, and environmental issues pose complex challenges for cities, and digital technologies can provide solutions for managing transportation, energy supply, waste management, and improving access to information and services for residents. This publication highlights key aspects of transformative changes and digital integration processes, the role of information and communication technologies in public life. An attempt has been made to provide a systematic exposition of the main advantages of using information and communication technologies as a tool for shaping a smart society, implementing the concept of a smart city, and democratic state development. It is found that the main challenges on the path of digital transformation include the lack of a unified approach at the state and local levels, unsatisfactory development of digital infrastructure, inadequate level of automation and digitization of government services, lack of digital literacy among the population and local government officials, and the presence of digital «Inequality» among the population. The research concludes that the use of advanced digital technologies can be a key tool in achieving the strategic development goals of cities, particularly in the context of Sustainable Development Goals.