INVESTMENT ECOSYSTEM OF THE NATIONAL ECONOMY – GENESIS AND CATEGORY OF THE CONCEPT

Author: O. Bulkot, PhD in Economics, Ass. Prof., ORCID ID: 0000-0002-6311-1459
Taras Shevchenko National University of Kyiv, Kyiv, Ukraine

Annotation: This article is devoted to defining the essence of the concept of an “investment ecosystem”. A comprehensive content analysis of the concepts
“system”, “ecosystem”, and “entrepreneurial ecosystem” was carried out, based on which common characteristics were identified and summarized,
which made it possible to conclude the feasibility of applying the concept of natural ecosystems for the analysis of investment processes in the
national economy. The author defined the components of the analysis of the categorical and conceptual apparatus, which included investment
potential, investment attractiveness, investment environment, investment cluster, and investment ecosystem.
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CRITERIA OF A BENCHMARKING STUDY OF COMPARABLE COMPANIES FOR THE IMPLEMENTATION IN THE NET PROFIT TRANSFER PRICING METHOD

Authors:  Z. Varnalii, Dr of Economics, Prof., ORCID ID: 0000-0002-6654-8760,
Taras Shevchenko National University of Kyiv, Kyiv, Ukraine
S. Matsur, PhD Stud., ORCID ID: 0000-0003-1449-4411
Taras Shevchenko National University of Kyiv, Kyiv, Ukraine

Annotation: The article analyzes the statutory requirements for the criteria to select comparable companies in the framework of building the range of
profitability of independent companies, which corresponds to the principle of “arm’s length”. Among the five transfer pricing methods used to analyze
the compliance of controlled transactions with the principle of “arm’s length”, the net profit method is the most popular (except for credit transactions
and transactions involving intangible assets, which are not discussed in this article).
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DEVELOPMENT OF ENTREPRENEURIAL DIGITAL ECOSYSTEMS AS A FACTOR IN THE POST-WAR RECOVERY OF UKRAINE’S ECONOMY

Authors:  N. Grazhevska, Dr of Economics, Prof., ORCID ID: 0000-0003-2549-8055
Taras Shevchenko National University of Kyiv, Kyiv, Ukraine
A. Chyhyrynskyi, PhD Stud., ORCID ID: 0000-0003-0681-266X
Taras Shevchenko National University of Kyiv, Kyiv, Ukraine

Annotation: The essence and features of digital ecosystems are studied, and their role in the national economy is revealed. A digital ecosystem is a group of interconnected information technology resources that can function as a whole. The digital ecosystem is a self-organizing digital infrastructure that
aims to create a digital environment for networking organizations that supports collaboration, knowledge sharing, development of open and adaptive
technologies, and evolutionary business models. The opportunities provided by the use of digital systems for business are analyzed.
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ASSESSMENT OF FINANCIAL STABILITY OF THE BANKING SYSTEM OF UKRAINE BASED ON THE USE OF COMPLEX AND TAXONOMIC INDICATORS WITH FSI TAKEN INTO CONSIDERATION

Authors: N. Prykaziuk, Dr of Economics, Prof., ORCID ID: 0000-0002-7813-8590
Taras Shevchenko National University of Kyiv, Kyiv, Ukraine
A. Pohybil, Stud., Taras Shevchenko National University of Kyiv, Kyiv, Ukraine

Annotation: The article suggests methodological approaches to assessing financial stability of the banking system of Ukraine based on the use of
comprehensive and taxonomic indicators with FSI taken into consideration. The paper outlined comparative methodology allowed to test the
procedure of assessing financial stability to compare the practical effectiveness of the two methods. The proposed valuation methods, owing to their
clarity, data availability and, ease of implementation, were convenient and could be used by regulators, individual banks, and consumers of banking
services. It was emphasized that the issue of assessing the financial stability of the banking system was especially relevant in the context of new
realities that constantly pose new challenges.
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APPLYING INTERNATIONAL EXPERTISE IN FORMING DEPRECIATION POLICY FORMATION IN UKRAINE

Authors: R. Rak, PhD in Economics, Ass. Prof., ORCID ID: 0000-0002-9526-1734
Taras Shevchenko National University of Kyiv, Kyiv, Ukraine
T. Mokhnach, Senior Associate in the Audit Department, ORCID ID: 0000-0003-1177-3140
Audit firm “PricewaterhouseCoopers (Audit)” LLC, Kyiv, Ukraine

Annotation: Depreciation policy is one of the main components of the state economic policy. The specifics of its implementation depend on the general state of the country’s economy development and the main tasks set for the nation or an individual enterprise. Depreciation policy is closely related to the
tax system of the state, the procedure for accounting for non-current assets, and pricing. In contrast, depreciation deductions are an essential source
of self-financing for enterprises. Therefore, the depreciation policy is subject to special attention from the state and each enterprise. However, in
Ukraine, unlike most developed countries, the main directions of the depreciation policy of enterprises are not adequate.
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CONSUMER BEHAVIOR IN THE NEW MEDIA LANDSCAPE

Author: V. Seleznova, PhD Stud., ORCID ID: 0000-0002-4729-980X
Taras Shevchenko National University of Kyiv, Kyiv, Ukraine

Annotation: The article is devoted to analyzing a transformation of the end consumers’ behavior in the changing media environment. Informational,
behavioral, and generational approaches to the transformation of consumption content are substantiated. The essential characteristics of the modern media paradigm are considered. The main challenges for traditional media are outlined. Qualitative and quantitative shifts in consumption of various types of media in certain countries are analyzed, and structural changes in media consumption are illustrated using the example of American society. The main causes of disparities in the degree of penetration of new media types are identified. Special attention was paid to the generation factor as the main prerequisite for the transformation of media consumption, as well as the acquisition of new consumer experiences and behavioral patterns.
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MARKETING STRATEGY OPTIMIZATION IN FMCG MARKET

Author: Y. Fareniuk, PhD Stud., ORCID ID: 0000-0001-6837-5042
Taras Shevchenko National University of Kyiv, Kyiv, Ukraine

Annotation: The article contains the results of applying marketing mix modeling based on Data Science technologies for FMCG companies.
The market share in packages (sales level) was modeled using regression analysis depending on the key elements of the marketing
complex (price, place, promotion), seasonality and media activity of the competitors in all communication channels. Econometric
modeling helps to assess the return of media investment by calculating the level of sales generated by media activity in each
communication channel and comparing it with the level of media investment, respectively. The influence of distribution on the
company’s position in the market and media efficiency has been studied in detail.
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TRANSFORMATION OF UKRAINIAN CONSUMER BASKET IN CONDITIONS OF COVID-19 PANDEMIC

Author: A. Shumei, PhD Stud., ORCID ID: 0000-0002-6212-0097
Taras Shevchenko National University of Kyiv, Kyiv, Ukraine

Annotation: Consumer behavior and the basket of Ukrainians have undergone certain transformations due to the spread of COVID-19
and the introduction of quarantine measures. Fear, panic, uncertainty about the future, reduced income and temporary job
losses were the main factors that affected consumers. First of all, this was reflected in the dynamics of changes in the structure
of economic expenditures in the first half of 2020 compared to 2019. The introduction of quarantine had the features of
increasing online orders, non-cash payments, purchase of long-term storage goods, medicines, and goods for the
organization of work in a remote format. The increase in spending on these items has created delayed demand from consumers.
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