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Item type:Наукова стаття, Запаси в інтегрованому ланцюзі постачання(Луцьк: ЛНТУ, 2023-10-02) Lipych, Liubov; Khilukha, OksanaМета статті - розробка інтегрованої системи управління запасами, в системі ланцюгів постачання, яка забезпечить ритмічність виробничого процесу та конкурентні переваги . Встановлено, що процес управління вимагає інтеграції діяльності підприємств у сфері маркетингу і логістики. В логістиці і в маркетингу клієнт і рівень його задоволеності відіграють ключову роль Це вимагає прийняття інтегрованих управлінських рішень, які дозволять оптимізувати процеси в існуючому ланцюзі постачання і підвищити рівень обслуговування клієнтів. Наявність потрібного продукту в потрібний час, у потрібній кількості, без втрат чи збитків для клієнта - основний принцип логістичних систем, що підкреслює важливість обслуговування клієнтів. Запізнення з визначенням поточних і потенційних потреб клієнтів негативно впливає на процес планування обсягів і частоти постачання окремих товарів. Це призводить до погіршення обслуговування клієнтів і надмірного нагромадження запасів. Доведено, що для реалізації ефективної політики обслуговування клієнтів необхідне виконання таких умов: створення циклів зворотного зв'язку та багатоканального ланцюга постачання; формування пропозиції варіантів самообслуговування; забезпечення персоналізації; розширення можливостей клієнтів за допомогою штучного інтелекту (ШІ; забезпечення проактивності. Обґрунтовано, що модифікацію процесів у ланцюзі постачання,слід розглядати як невід'ємний елемент стратегії окремих суб'єктів цього ланцюга. Менеджмент вимагає співпраці між окремими суб'єктами, включеними в даний ланцюг постачання. Синергія можлива, якщо індивідуальні потреби кожного учасника ланцюга постачання взаємопов’язані та спрямовані на максимізацію переваг усіх суб’єктів. Співпраця між підприємствами в ланцюзі постачання вимагає інвестицій у ІТ-технології для ідентифікації потоку інформації, підвищення можливості гнучкого реагування. Досягнення безперервності та гнучкості потоку у ланцюзі постачання вимагає: ліквідації проміжних пунктів зберігання і постачання безпосередньо на виробничу лінію; розташування постачальників поблизу підприємства, що виробляє кінцеву продукцію; високої частоти постачання; покращення потоку інформації, що супроводжує потік продуктів.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, Export potential of agricultural-industrial complex of ukraine: logistics and development prospects(2023-04-06) VERZUN, Andriy; VOINYCHA, Liliia; FEDYK, Olga; SHULHA, Olha; Lipych, Liubov; SHMATKOVSKA, Tetiana; HERYLO, VolodymyrThe article describes the current state, retrospective, and perspective of the development of the export potential of the agricultural sector of the Ukrainian economy. The share of agricultural exports in the structure of the total export of goods from Ukraine was analyzed. The geographical structure of the export of goods from Ukraine, in particular the agro-industrial complex, was studied. Special attention was paid to the issue of the change in the structure of the export of goods in 2022. The structure of the export of products from Ukraine, in particular agricultural products, was studied in terms of partner countries. Special attention was focused on consideringm changes in the structure of exports in 2022 in Ukraine. In 2022, the logistics of exporting agricultural products became significantly more complicated. Neighbouring European countries felt a significant burden during the restructuring of the logistics channels for the export of Ukrainian agricultural products before the opening of the «grain corridor». Customs crossings, railway infrastructure and the infrastructure of sea and river ports of the European Union countries were fully involved. In the article, we substantiated that in order to unblock the export of agricultural products from Ukraine through the domestic Black Sea seaports, the significant burden of building export logistics flows was taken on by European neighboring countries, which fully utilized all their logistics infrastructure. In 2022, there was a reduction in the export of agricultural products, and in 2023, its further decline is predicted. Using the example of grain crops, polynomial approximation was used to forecast their gross harvest, as well as calculate domestic consumption and export potential in 2023. The study indicates that in 2023, export revenue from the sale of grain crops should be expected to be more than twice as much as in 2021.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, RegulationoffinancialmarketsintheEuropeanUnioninthecontextofdigitalisation(Czech, 2026-01-30) Lipych, Liubov; Nadeiko, MykolaAbstract. The article examines the evolution and current state of the regulatory architecture of the European Union’s financial markets in the context of digital transformation. The post-crisis institutional restructuring of EU financial supervision is analysed, including the establishment of the European Supervisory Authorities (EBA, ESMA, EIOPA), the formation of the Banking Union, and the introduction of the Single Rulebook concept. Key EU regulatory acts aimed at governing digital financial services are explored: the Markets in Crypto-Assets Regulation (MiCA), which for the first time globally provides comprehensive legal regulation of crypto-assets with classification into e-money tokens, asset-referenced tokens, and other crypto-tokens; the Digital Operational Resilience Act (DORA), which harmonises cybersecurity standards for the financial sector; the updated Payment Services framework PSD3/PSR, which deepens the open financial ecosystem; the AI Act, which classifies financial AI systems as high-risk; and the General Data Protection Regulation in the context of its impact on automated decision-making in finance. Regulatory approaches to fostering innovation through sandbox mechanisms, innovation hubs, and the principle of proportionality are considered. The main challenges posed by digitalisation are identified: regulatory gaps concerning decentralised finance, systemic risks of stablecoins, algorithmic bias issues, concentration of cyber risks in cloud providers, and the complexities of introducing the digital euro. The significance of the EU’s regulatory experience for Ukraine as a candidate country is substantiated. The current state of implementation of European standards in Ukraine is analysed in the areas of virtual asset regulation, open banking, banking supervision, and anti-money laundering. A strategy for gradual harmonisation with opportunities for technological leapfrogging and adaptation to wartime conditions is proposed.Item 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.