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Item type:Наукова стаття, B2B marketing strategies: value creation, key customer acquisition and preservation(2023-10-31) Lipych, Liubov; Hurina, Olena; Karpenko, Vitalii; Vdovichena, Olha; Herylo, Volodymyrn this work we have investigated B2B marketing strategies in Ukraine, particularly fo-cusing on the intricate relationships between value creation, key customer acquisition, and preservation strategies within this dynamic context.Principal Findings: Employing a multifaceted approach encompassing a comprehensive literature review, mathematical differential equations, and data simulations, our study uncovers pivotal insights. It underscores the crucial role of value creation and collabo-rative client engagement as cornerstones for gaining a competitive edge in Ukraine's B2B arena. Moreover, we emphasize the strategic importance of networking in the pur-suit of effective customer acquisition. Additionally, our work introduces optimal values for each policy, illuminating their potential efficacy across diverse scenarios.The study concludes that a harmonized approach that integrates value creation, cus-tomer acquisition, and preservation strategies can be a powerful driver of success in Ukraine's B2B market. Success in this dynamic landscape depends on adaptability, re-sponsiveness to market conditions, and resource constraints. These findings offer valu-able insights for businesses seeking a competitive edge in Ukraine's B2B sector and contribute to our understanding of B2B marketing dynamics in this context.Item type:Наукова стаття, The use of artificial intelligence in marketing strategies: Automation, personalization and forecasting(2024-03-28) Potwora, Maciej; Vdovichena, Olha; Semchuk, Dmytrii; Lipych, Liubov; Saienko, VolodymyrThe integration of Artificial Intelligence (AI) in marketing strategies is pivotal in the era of digital transformation, especially i n a u toma tion , personalization, and forecasting. This research investigates the evolutionary role of AI in transitioning from traditional marketing frameworks to da ta - driven methodologies, thereby enhancing marketing efficiency and customer engagement. The increasing reliance on AI for strategic decision-making in marketing underscores the significance of this study. Employing a systematic literature review and thematic analysis, this research synthesizes data from an array of studies to thoroughly understand the impact of AI on marketing. The findings reveal that AI significantly streamlines marketing operati ons, fosters highly personalized marketing strategies, and enhances the accuracy of forecasting market trends and consumer behavior. However, this study als shedslight on the ethical and privacy concerns associated with the use of AI in marketing. Results point towards a significant tra n sformati on i n marketing practices propelled by AI, marked by improvements in operational efficiency and customer interaction. Nevertheless, the study advocates th eimportance of addressing ethical considerations and privacy issues, emphasizing responsible AI deployment. The study offers a comprehensive perspective on the integration of AI in marketing and suggests insights into prospective trends. It recommends a balanced approach to leveragi ng AI’scapabilities while upholding ethical standards. The research’s practical implications aim to guide marketers and researchers towards respon sibl e a n d effective AI adoption in marketing strategies, paving the way for a future where technology enhances marketing endevaours wit h ou t comprom isi ng ethical integrityItem type:Наукова стаття, Economic Benefits of Green Technologies: Ukrainian Experience(Mersin, 2024-12-06) Yarova, Nina; Lipych, Liubov; Gutsul, Tetiana; Zhurba, Oleksandr; Novytskyi, VladyslavThis study evaluates the economic benefits of implementing green technologies in Ukraine, focusing on their contribution to sustainable development, energy efficiency, and economic growth. The research aims to identify how renewable energy projects and energy-efficient technologies can enhance Ukraine’s energy security, reduce dependency on fossil fuels, and foster innovation-driven economic modernization. A multi-method approach was employed, combining a systematic literature review, statistical data analysis, and a comparative evaluation of solar and wind energy projects. The study draws on secondary data from governmental and international agencies, spanning the period 2014-2023, and utilizes descriptive statistics to assess trends in job creation, investment, and reductions in natural gas imports. The results indicate significant progress in solar and wind energy development, with total installed capacities reaching 7.6 GW and 2.4 GW respectively by 2023. Employment in green sectors exceeded 50.000 jobs, with solar energy accounting for 40% of this workforce. Investments in green technologies totaled approximately €12 billion between 2014 and 2022, stimulating economic growth and reducing Ukraine’s natural gas imports by 15%. Despite these achievements, challenges remain, including financial barriers, regulatory instability, and outdated infrastructure. However, the study highlights opportunities for further progress through policy reforms, infrastructure modernization, and international cooperation. The research concludes that green technologies are essential for Ukraine’s transition to a sustainable economy, offering both environmental preservation and economic growth potential. These findings underscore the need for policy consistency, expanded financing options, and increased public awareness to maximize the economic benefits of green technologies in Ukraine. By leveraging these innovations, Ukraine can enhance its energy independence, competitiveness, and resilience in the global marketItem type:Наукова стаття, Impact of Global Risks on Economic Downturn in Countries Worldwide: Analysis of the Causes of the Situation and Opportunities for Growth Recovery(Emerald Publishing Limited, 2025) Kryvoviaziuk, Ihor; Britchenko, Igor; Lipych, Liubov; Kravchuk, Pavlo; Halaziuk, Nataliia; Burban, OleksandrThe purpose of the article is to study the opportunities for resuming the economic growth of economies, considering the impact of global risks on its dynamics. The article provides a comprehensive analysis of the economic growth dynamics of over 200 countries from 1961 to 2023, revealing a general trend of declining growth rates, which is confirmed by the data of observations of GDP dynamics in the USA, Great Britain, Germany, Albania, Ukraine, Mongolia, China, Paraguay, Indonesia, and Sudan. It is defined that these trends are caused by the negative impact of global risks on the dynamics of economic growth of world countries. A contemporary map of the interconnections of categories and types of global risks is presented, illustrating the intertwining of geopolitical, economic, social, environmental, and technological risks. A selection of the five most influential global risks that affected the economic downturn of the world economy from 2006 to 2023 has been formed through logical-structural analysis and generalization method, demonstrating the predominant influence of economic and environmental factors. The analysis of the unique causes of economic downturn under the influence of global risks, conducted using the Ishikawa diagram, allowed to include a set of economic, environmental, social, geopolitical, technological, and other causes. The proposed political-legal, market, organizational-economic, and financial-investment mechanisms for accelerating economic recovery define the priority directions for restoring economic growth, considering the impact of global risks. The provided suggestions have practical significance for the elaboration of economic development strategies for countries to restore economic growth.