Кафедра маркетингу
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Item type:Наукова стаття, Emotional marketing in the strategy of ensuring brand competitiveness based on responsible consumption(Луцьк : Вежа-Друк, 2025-01-23) Kuzmаk, OlehIntroduction. The growing demand for socially responsible brands and the transformation of consumer decision-making highlight the increasing role of emotions in shaping sustainable behavior. However, the mechanisms by which emotional marketing converts declarative sustainability intentions into concrete responsible actions and strengthens brand competitiveness remain insufficiently conceptualized, particularly in conditions of societal crisis and wartime disruptions. The purpose of the article. The purpose of the article is to substantiate the strategic role of emotional marketing in ensuring long-term brand competitiveness through responsible consumption, by developing a conceptual model of how emotional influence transforms into sustainable behavioral outcomes and identifying the determinants of the effective use of emotional triggers in value-driven brand communications. Methods. The methodological framework relies on interdisciplinary and systemic approaches integrating marketing, behavioral economics, consumer psychology, and sustainability research. The study employs systematic analysis and synthesis of scientific literature (over 70 sources, 2015-2025), comparative analysis of rational and value-oriented marketing approaches, conceptual modeling, content analysis of communications and CSR practices of leading global and Ukrainian brands (Patagonia, IKEA, Dove, Nescafé, Nova Poshta, Monobank, Atlas United, etc.), as well as analysis of secondary data from international research and consulting agencies (Deloitte, Kantar, Edelman, Capgemini, Gradus Research, etc.). Results. A conceptual model titled “Emotional Mechanisms of Forming Responsible Consumption” (Fig. 1) has been developed, which illustrates the cyclical transition from emotional triggers through cognitive processing and trust formation to repeated responsible behavior and competitive advantage. Positive and negative emotional triggers are systematized according to their impact strength, communication tools, behavioral outcomes, and implementation risks (Tables 1 and 2). Authenticity, transparency, and contextual relevance are substantiated as critical determinants of effectiveness and key factors preventing greenwashing perception, emotional fatigue, or consumer skepticism. Conclusions. Emotional marketing serves as a central mechanism bridging sustainability awareness and actual responsible consumer behavior. It transforms into a source of sustainable competitive advantage only when emotionally charged communications are reinforced by genuine, socially impactful brand actions that build deep trust and value-based loyalty, especially in high-uncertainty and crisis environments. The findings provide a scientific foundation for designing evidence-based, emotionally authentic branding strategies focused on long-term market resilience.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:Матеріали конференцій, GREEN TECHNOLOGIES AND MARKETING: OVERCOMING COMMUNICATION BARRIERS IN A SECTORAL CONTEXT(Луцьк : ЛНТУ, 2025) Kuzmаk, OlehМатеріали конференції охоплюють актуальні тенденції, виклики та перспективи розвитку маркетингового менеджменту в умовах формування інформаційного суспільства. У публікаціях розглядаються практичні аспекти застосування маркетингового інструментарію в цифровій економіці, особливості впровадження концепції сталого маркетингу, розвиток міжнародного маркетингу в контексті євроінтеграційних процесів, а також шляхи вдосконалення інформаційних технологій у різних секторах економіки.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:Матеріали конференцій, INDUSTRY MARKETING IN TIMES OF TRANSFORMATION: BEHAVIOR PATTERNS, CULTURAL DIFFERENCES AND DIGITAL TRENDS(Київ : Києво-Могилянська академія, 2025) Kuzmаk, OlehМатеріали підготовлені за такою науковою проблематикою: новітні парадигми розвитку менеджменту та маркетингу; стратегічний менеджмент і маркетинг в умовах змін; інновації та підприємництво як основа економічного зростання країни; сучасні стратегії та інструментарій управління персоналом; тренди інноваційно-інвестиційного розвитку бізнесу в умовах економіки відновлення; корпоративна культура та соціальна відповідальність бізнесу в умовах трансформацій; логістичний та проєктний менеджмент: інструментарій сучасності; менеджмент міжнародного бізнесу в умовах економіки відновлення; Digital-маркетинг; цифрові інструменти ефективного функціонування бізнесуItem type:Матеріали конференцій, Greenwashing as a Challenge to Sustainable Development: Impact on Business Competitiveness(Вінниця : ВНТУ, 2025) Kuzmаk, Oleh; Kuzmak, OlenaThe article explores the phenomenon of greenwashing as a threat to sustainable development and business competitiveness. It analyzes the main causes, consequences, and modern approaches to preventing ecological manipulation. Special attention is given to innovative technologies' role in ensuring environmental initiatives' transparency.Item type:Матеріали конференцій, Financial compliance as a tool to ensure the sustainable development of business in the digital economy(Вінниця : ВНТУ, 2025) Kuzmаk, Oleh; Kuzmak, OlenaThe article examines financial compliance as a key instrument for ensuring sustainable business development in the digital economy. It explores the increasing regulatory requirements, the role of ESG criteria, and the impact of financial process digitalization on compliance mechanisms. Special attention is given to the role of automated compliance tools, artificial intelligence, and RegTech solutions in enhancing transparency, mitigating financial risks, and improving corporate governance. The study highlights the importance of integrating compliance systems with financial monitoring and risk management processes to strengthen business resilience and long-term competitiveness.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.