CONCEPTUAL PRINCIPLES OF ACHIEVING INTELLECTUAL LEADERSHIP

The article identifies the key conceptual foundations for the formation of intellectual leadership of economic entities, including countries as specific actors in the global economy. Thorough preconditions for increasing the level of economic development and the impact of education have been identified. It is determined that historical concepts and modern realities of economic activity only actualize the role of education and enlightenment in the economic development of the national economy and ensuring its competitiveness. The strategies of increasing the competitiveness of individual countries of the world are analyzed, their key priorities in the conditions of formation of the knowledge economy are determined. The evolution of views on the role of human and intellectual capital in increasing the welfare of countries, the impact on GDP and other macroeconomic indicators is described. The ratings of countries are analyzed, in particular by the level of investment in intellectual capital and the structure of their GDP, which confirms the dominance of science-intensive economic activities. In addition, it was determined that the leading countries are characterized by increasing the role of knowledge-intensive activities, increasing the share of intangible assets, redistribution of capital of leading international companies and increasing research spending, increasing investment in human and intellectual capital, increasing exports of high-tech products. Analytical assessment confirms the advanced development of science-intensive industries in countries with developed economies, which creates the need for training and retraining of specialists needed for such industries. In modern conditions, the educational process ceases to be predominantly the prerogative of young people, and becomes a lifelong process, which increases spending on education in developed countries, but without denying the significant asymmetries on this indicator. Research confirms the direct relationship between the quality of human and physical capital and economic development, which is typical of highly developed countries, one of the main reasons for the development lag of the poorest countries. In addition, the article substantiates the key factors of intellectual leadership and their impact on the development of economic development strategies.

STRATEGIC GUIDELINES FOR COMBATING CLIMATE CHANGE AND THREATS IN GLOBAL ENVIRONMENTAL SECURITY

It is substantiated that the development of scientific and technological progress since the middle of the last century has led to intensive industrialization that, together with globalization processes, has resulted in global climate change. Nowadays, combating global warming is one of the most challenging and urgent tasks of humanity. Sweeping changes in natural systems, primarily an increase in the frequency and duration of droughts, floods, melting glaciers and rising water in the seven seas, biodiversity loss, etc., are the effect of global temperature rise. There is also a deterioration of living conditions and standards of the public, declining food security, especially in low- and middle-income countries. The research outlines the main trends in climate change. It is clarified the impact of climate change on the environment, man, society, and economy. The authors emphasize the significance and role of local actions towards adapting to the effects of climate change, which may become a tool for reducing climate risks in a global environment. It is justified that the challenge of climate change is addressed by joint efforts of each state of the world economic space. The effects of climate change and adaptation measures within economic realms are regarded by relying on global experience. The purpose of the article is to determine strategic guidelines for implementing adaptation measures to the impact of climate change to guarantee global environmental security. The research is based on a systems approach to solving the issue of guaranteeing global environmental security. In this context, it refers to the stimulation of constant economic modernization and the development of a new economic structure of the 21st century aimed at searching for effective mechanisms and tools promoting the measures for reducing greenhouse gas emissions. First of all, this means the implementation of energy-saving technologies, which will reduce the energy intensity of production and thus, increase economic energy efficiency and enhance global environmental security.

FORECASTING CHANGES IN THE STRUCTURE OF ASSETS AND CAPITAL OF AGRICULTURAL ENTERPRISES

The purpose of the study is to develop methodological approaches to forecasting changes in the structure of assets and capital of agricultural enterprises. Methodology. The information base of the article is presented by scientific works of domestic and foreign scientists. The research is based on scientific methods, among which it is expedient to distinguish: analysis and synthesis, comparison, idealization, and abstraction, as well as systematization and generalization – during the formulation of conclusions as a result of the study. Results. It is established that the agricultural sector of Ukraine has significant potential for further growth, but a number of problems hinder its development. Today, the stimulus is the system of land use and land relations, put into effect by lifting the moratorium on land sales. At present, the consequences of such reforms are unpredictable, as there are no clear and transparent rules of the «game» in the sector. It is found out that the most powerful participants in the agricultural market are agricultural holdings, which determine one of the goals of their activities is the development of infrastructure and expansion of influence in foreign markets. In modern economic conditions, the agricultural sector brings 15-20% of Ukraine's GDP annually, and despite the crisis of recent years, provides the population with high-quality products of its own production. Practical implications. One of the main problems in the implementation of working capital management policy is to determine the required amount and optimal composition, which is able to ensure the continuity of the enterprise, the maximum level of efficiency of funds. These problems are solved by forecasting the structure of working capital and forecasting its optimal amount. The urgency of the issue increases due to the fact that the problem of predicting the optimal size and structure of assets and capital challenges is caused by macroeconomic and macro-financial instability. Value/originality. Methodical approaches to forecasting changes in the structure of assets and capital are considered. It is proposed to use a system of indicators for calculations, including the following: growth rate of production and sales, a growth rate of product prices, projected operating costs, non-current assets at the beginning of the forecast period, projected investment, average depreciation rate of non-current assets, duration of production turnover inventories, the duration of collection of receivables, the average share of retained earnings in total profit from sales, the basic volume of production and sales, registered and annual invested capital of the enterprise.

THE STATE OF DEVELOPMENT OF INTERNATIONAL BUSINESS IN CRISIS CONDITIONS IN UKRAINE

The subject of the study is a set of basic theoretical, scientific and methodological provisions and practical recommendations for analyzing trends in the system of international business and increase the effectiveness of institutional support for enterprises participating in international business. In the course of the research such concepts as "foreign economic activity", "international entrepreneurship", "international business" are considered. The latter is proposed to be considered as a system of business processes implemented by business entities outside of their own country and aimed at achieving strategic goals. Research methods. General scientific and special methods are used in the work, which allow to systematically solve problem tasks in the chosen direction of the research. In the course of the research such methods are used as: method of theoretical generalization; system analysis; graphic and analytical methods. Results. An analysis of the impact of the coronavirus pandemic on the activities of international market players has been made. A comprehensive analysis of the volume, commodity, geographical structure of exports and imports of goods in Ukraine in 2018-2020. It is determined that Ukraine overwhelmingly exports raw materials and imports high-tech goods. Despite the decline in foreign trade, the general trend indicates that exports and imports will grow in the long run. An objective analysis of the functioning of the Ukrainian business system with the help of many world ratings, which allow us to assess the place of Ukraine in the global conditions of development, in comparison with the economies of other countries. As a result of the study, it was determined that Ukraine is inferior to other countries in the world in trade, regulatory policy, national branding, etc., and has the best position in the field of budget transparency. The results of the analysis indicate the need to implement effective organizational and economic principles aimed at improving the quality of Ukraine's business system. The analysis and construction of the profile of the national business system allowed to identify the main problems in the system of international business and begin to form measures to address them. The practical significance of the obtained results is that the theoretical provisions and practical recommendations obtained by the author as a result of the study can be used in developing directions for the transformation of national international business in a crisis.

INNOVATIVE TRANSFORMATION OF AGRICULTURAL ENTERPRISES IN CONDITIONS OF UNCERTAINTY

The purpose of the paper is an in-depth study of the innovative transformation of agricultural enterprises in the conditions of unpredictability, the need to spread and introduce new technologies that help reduce the effects of any crisis. Methodology. The rationale for choosing the agricultural sector corporation survey is based on the use of market capitalization and share price statistics over the past ten years, which clearly demonstrate the stable, moderate economic development of the corporate system. The study of innovative projects allows to demonstrate the state of the innovation sector within corporations of agriculture and food industry. The results of the paper are to emphasize the importance of maintaining the technologically advanced sector of agriculture, which will reduce the financial, fixed and variable costs of the enterprise. Cooperation between corporations, research institutes and non-profit organizations in the field of innovation will be able to improve the economic development of the host countries and start a new stage in the functioning of TNCs in the field of agro-industrial complex. Although TNCs in the food industry have a low market capitalization compared to the technological sector of the economy, they are the basis of one of the components of sustainable development, namely the environmental component. Limited resources encourage their rational use and careful treatment. Practical implications. Demonstration of successfully implemented innovation projects in the future will stimulate the management staff of any enterprise, regardless of ownership, to the rational use of own resources and sustainable development. The market capitalization of TNCs in the agro-industrial sector proves that obtaining permanent profits can reduce the impact of economic, environmental and social crises. Crisis waves and peaks will be smoothed out. Value/originality. Solving the problem of overcoming the consequences of unpredictability through innovative projects emphasizes the importance of a deeper and more thorough study of vivid and real examples of the introduction of innovative products by well-known transnational corporations. The agro-industrial sector depends on the available technologies, as the preservation of natural resources, public health and food safety are the main areas of existence of this sector of the economy.

STUDY OF INFORMATION SECURITY OF THE INFORMATION SERVICES MARKET

The article is devoted to the study of information security of the information services market. The subject of the research is information security, and the goal of the paper is to study the information security of the information services market. Information security is considered a socio-economic challenge that can be addressed through the confident actions of the state. Data analysis confirmed the problem of information security at different levels. Information security is aimed at protecting information from unauthorized access. The development and transformation of the information services market depend on the quality metrics of the Internet. This paper deals with the issue of maintaining a sufficient level of information transparency, which is related to and interdependent on information security. The main risks and threats caused by the active introduction of information technologies and the advancement of the information services market are specified. The study found that in the day-to-day operations of each company, many risks can affect the information system due to information security breaches. Social engineering involves the use of psychological techniques to mislead users by providing information or access for attackers. In order for the company to cope with external risks in the information services market, it is necessary to build a strong risk management information system. The process of risk management is ongoing and iterative in nature, it must be repeated indefinitely as new threats and vulnerabilities emerge, especially external ones. The choice of countermeasures or controls used must strike a balance between productivity, cost, effectiveness, and the information value of the asset being protected. Conclusions: the research identified the basic principles of information security, namely confidentiality, integrity, and availability. Moreover, to increase the information security of the companies which are participants in the information services market, the author proposes implementing a range of measures within the company. Information security in the information services market is a marker of the crucial difference between the information society and the industrial society. The main hallmark of the information society is its openness. This means a significant reduction and thus a general lack of confidential information for society. The study established that the digitalization of the economy is modifying the information services market. The research findings may prove useful to businesses and governments to boost information security of the information services market. The research is based on the methods of theoretical generalization and comparison to define the concept of “information security” and its interrelations with other definitions of the relevant terminological framework. Analysis, synthesis, and scientific abstraction were used to identify factors affecting the risks and threats to information security of the information services market. There were used methods of analysis, comparison and generalization when summarizing research findings.

IDENTIFICATION OF FINANCIAL INSTRUMENTS AS AN OBJECT OF ACCOUNTING

Financial instruments, which appeared in the international arena of accounting regulations in October 1986, are still considered one of the most complex objects of accounting. The difficulties of their accounting recording are often associated with a complicated regulation of the relevant issue within international and national standards for accounting and financial reporting. At the same time, one ignores the fact that these specific objects of accounting have been used in the economy much earlier than their accounting regulations are formed. Not least important is the aspect that financial instruments have a contractual nature, which determines the dependence of their identification as an object of accounting on professional judgment. The purpose of the research is to cover the preconditions for the emergence of financial instruments in the accounting system and elucidate the reasons for the complexity of their identification as an object of accounting. The subject of the research is the theoretical background of the identification of financial instruments as an object of accounting. This research has theoretical nature that predetermined a set of methods for its conducting, as follows: analysis – to distinguish between the industrial, financial, and digital epochs and establish the relevance of financial instruments to them; abstraction and comparison – to clarify the peculiarities, common and distinctive features of accounting recording of financial instruments in the production, financial and digital eras; graphical method – to visualize the sequence of the emergence of the financial instruments in accounting and the identified contradictions when recording them in the balance sheet. The application of the mentioned methodology allowed elucidating the prerequisites for the emergence of financial instruments in accounting and specifying the reasons for the complexity to identify financial assets, financial liabilities, and equity instruments as objects of accounting. Approaches, which have been formed in the accounting system during the predominance of assets of the real economy, do not undergo the necessary transformations and adaptations to the objects that represent a virtual component of the economy. Moreover, the balance sheet as the basic form of financial reporting of any enterprise still reflects the production era, which gave way to the financial and digital ones.

TRAINING OF ECONOMIC PERSONNEL IN A UNIVERSITY OF UKRAINE (1960S – 1980S OF THE TWENTIETH CENTURY)

This article provides general information about the process of economists training in Ukraine during the period with the planned system of economic relations. The main subject of the research is the educational process of training future economists in institutions of higher education in Ukraine in the 1960s –1980s of the twentieth century. The structural constituent elements of the educational process are considered on the example of Kiev Institute of National Economy and Kharkov Engineering and Economic Institute. The purpose of the article is to study and analyze the pedagogical experience of economic personnel training for the planned system of regulation of financial and economic relations and to identify promising areas for further research, with the subsequent introduction of the identified progressive historical experience into the modern system of higher economic education. In the process of studying the history of economic personnel training in higher educational institutions of Ukraine, in the 1960s – 1980s, on the basis of such methodological principles as: scientificness, objectivity and historicism (including the use of chronological scientific and systematic approaches), it was applied a theoretical-search research method: historical analysis of literature, documents and archival materials. The article includes: the study of the duration of the learning process; training schedule for specialists; allocation of training time for laboratory work, workshops, seminars, lectures. Within the boundaries of the main subject of the study, educational subjects of general scientific, general economic, general technical and specialized cycles are also presented, which are included in the plan of the educational process. The optional disciplines recommended for study at the student's choice are considered. Practical training is highlighted as a rather important element in the training of an economist. Options for end-of-course assessments are presented. Also, in the process of studying the historical experience of economists training in the higher education system of Ukraine, the following structural elements were analyzed: the system of higher educational institutions, through which the training of economists was carried out; forms of specialists training; types of training sessions used in the learning process; the applied knowledge assessment system; existing qualification areas of training, which included a variety of economic specialties. The value of this study lies in the fact that the pedagogical experience of the process of economists training in the period with the planned economic model of management in the Ukrainian higher education institution in the 60s-80s of the twentieth century was studied for the first time. The result of the research is the obtained data on the training of economists for a system with a planned type of regulation of economic processes, as well as the formed directions for deeper research. The main directions recommended for further detailed study in the preparation of economists with knowledge of planned methods of economic regulation are studying of: directions of specialists training and their relevance today; knowledge assessment and control system; analysis of curricula and time budget, identification of the relationship between theoretical and practical training; practice of independent and research activities, options for final certification.

OPTIMIZATION OF RESOURCE POTENTIAL OF THE ENTERPRISE ON THE BASIS OF ANALYSIS OF THE STRUCTURE OF FINANCIAL RESOURCES

The subject of research of the scientific article is the optimization of the resource potential of the enterprise based on the analysis of the structure of financial resources. The methodological basis of the study were the provisions of modern economic theory, financial statements of the studied enterprise and scientific works of scientists. The purpose of the study is to analyze the optimization of the components of the resource potential of the enterprise. In the course of the research the estimation of optimization of structure of financial resources of the enterprise on the basis of the multicriteria approach was carried out. It is determined that the total amount of financial resources that is necessary for the researched enterprise – sources of financing is 150 000 thousand UAH. Based on the results of calculations of the cost of borrowed capital, taking into account the tax corrector, the weighted average cost of capital was calculated for all 10 alternatives. Given that the company is interested in obtaining a certain amount of financial resources at the lowest weighted average interest rate in the presented models, the best alternatives are 1 and 10 where the weighted average cost of capital is 15.51%. It is concluded that under the terms of the settlement agreement a significant increase in the profitable part of the researched enterprise is planned, taking into account the possibilities in the future, and first of all taking into account the real, for today, state of financial and economic activity of the enterprise. Therefore, the company needs to use a comprehensive approach to managing its financial resources. In the conditions of transformation of market relations forecasting and substantiation of strategy of development of financial and economic activity of the organization taking into account an estimation of dynamics of a market conjuncture and influence of macroeconomic factors of maintenance of conformity of volume and structure of own and involved financial resources (capital). Resources in the process of operational, investment, financial activities of the organization to achieve optimal structure and value of own and borrowed resources from the standpoint of impact on the financial condition of the enterprise and ensure its financial stability, liquidity, solvency minimization of financial resources.

MARKETING TOOLS FOR INTERNATIONAL TOURISM FLOWS BALANCING: EXPERIENCE OF UKRAINE AND POLAND

The article provides a comparative analysis of trends in domestic and foreign tourism in Ukraine and Poland during the COVID-19 pandemic. The main directions and tools of marketing policy of balancing tourist flows for socio-economic development of the researched countries are analyzed. The main subject of the research is marketing tools for balancing international tourist flows in the investigated countries, taking into account the experience of other countries in which the field of tourism is developed. The research methodology provides for the analysis of the dynamics of tourist flows in Poland and Ukraine, the use of methods and tools of fuzzy logic using Mathlab software and the use of a matrix method of analysis to study the development of tourism at the regional level. The study used data from the World Bank, the International Monetary Fund in post-socialist countries, as well as the results of the Global Market Research-2020 and data from statistical agencies of Ukraine and Poland. It is emphasized that formation of an effective marketing policy to balance the flow of international tourism at the local level should be with the participation of the private sector and local governments. The purpose of the article: outline marketing tools for balancing international tourism flows in Ukraine and Poland, especially during the Covid-19 pandemic. Conclusions. In summary, the study identified such generalized tools of modern marketing that are most relevant in the development of policies to balance tourist flows in Ukraine and Poland, as well as in other countries, especially in the pandemic Covid-19: creating content for electronic networks (content), social media marketing (SMM), landing page or standard website, search engine optimization (SEO), media advertising, teaser advertising, consumer product support, e-mails (emails), viral marketing, strategic partnership, CPA-marketing, creation of a marketing channel, application of a comprehensive strategy of smart-tourism.