COMPETITIVENESS OF DOMESTIC PRODUCTS IN THE INTERNATIONAL MACHINE BUILDING MARKET: REALITIES AND PROSPECTS

The essence of the concept of "product competitiveness" is considered. The factors of competitiveness of products of machine-building enterprises on the international market are systematized. Based on the systematization of quantitative and qualitative methods of assessing the level of competitiveness, a step-by-step method for mechanical engineering enterprises is proposed. The state of the machine-building complex of Ukraine is considered. The dynamics of factors of international competitiveness of machine-building enterprises is analyzed: number of enterprises by machine-building branches; volume of sales and production of machine-building products; shares of mechanical engineering products in domestic exports; capital investments of enterprises in the fields of mechanical engineering. As a result of diagnosing the factors, a PEST-analysis of the domestic machine-building complex with the division of factors into political, economic, social and technological was carried out. It is established that machine-building enterprises of Ukraine have a low level of competitiveness in international markets due to a number of negative factors, the key of which are: insufficient demand in foreign markets, high dependence on fluctuations in resource prices (economic); imperfect legislation, the war in eastern Ukraine (political); technological and moral obsolescence of products and fixed assets, high energy consumption and low productivity, low costs of R&D (technological); lack or outflow of qualified manufacturers abroad, low wages, low motivation of job seekers to employment in the field of mechanical engineering (social). Measures to increase international competitiveness which are proposed include following: preferential lending; revival of basic and applied science; reforming the legal regulation of intellectual property; ensuring compliance of products with European technical regulations. Prospects for the development of domestic engineering: digitalization, development of robotics, technology of Industry 4.0, infrastructure of technology parks.

REFORMING THE PENSION SYSTEM OF UKRAINE TAKING INTO ACCOUNT THE EXPERIENCE OF POLAND

The state, stages of formation and problems of the pension system of Ukraine are considered. The main directions of pension reform are identified, taking into account the experience of Poland. The attitude of citizens to the current state and readiness for changes in the pension system of Ukraine is analyzed. The survey showed that the respondents are ready and support the reform of the Ukrainian pension system and the introduction of the accumulative component, but there is a big problem in the form of distrust of private pension funds and private insurance companies. It is determined that the pension system is no longer able to withstand the load and requires changes in the near future. Analysis of the pension system has shown that it has always been formed taking into account only short-term objectives, which makes it ineffective in strategic terms. It is substantiated that without the growth of the welfare of the population, the de-shadowing of the labor market and the introduction of accumulative pension insurance, the financial condition of the Ukrainian solidarity pension system will deteriorate every year. However, along with the expected positive effect of the introduction of the accumulative component in Ukraine, there are also risks, as fluctuations and instability of the domestic economy may lead to deterioration of the banking sector and insurance companies, which will reduce investment returns in the system or even partial loss of pension savings. Two development scenarios (pessimistic and optimistic) for the pension system of Poland and Ukraine are analyzed. It is determined that for the successful reform of the old solidarity system of Ukraine into a cumulative one it is necessary to: ensure sustainable GDP growth; create a centralized information system for collecting contributions; to personify and register all insured persons in the Pension Fund; identify the needs for qualified personnel, equipment and funds needed to meet the requirements of the new system; provide absolutely all conditions for the effective implementation of the private pension system.

INTERNATIONAL PUBLIC PRIVATE PARTNERSHIPS EXPERIENCES IN PORTS AND THEIR RELATION TO UKRAINE

The purpose of this article is to review recent international studies on ports that have entered into public private partnerships (PPPs). This article examines five articles covering ports in Columbia, Mexico, Brazil, the Caribbean (Cayman Islands), China, South Korea, and France. Divided as follows, the article includes: (I) a summary of each article; (II) a critique of the articles related to the countries referenced; and (III) an assessment of how this relates and/or applies to Ukraine. The analysis and assessment of each article should better inform progress towards PPPs and their use in ports in Ukraine. Based on five variables to assess PPP projects in this article: (a) the type of PPP (allowing for a plurality of PPP arrangements); (b) regulatory framework (with a supportive institutional arrangement for PPPs); (c) financial safeguards (delivering value for money against other options); (d) accountability; and (e) miscellaneous data (something that improves context and practical aspects), this article offers three key findings. First, enhance accountability and publicity. Second, improve market engagement. Third, correct implementation of legal and institutional frameworks. This study, according to its author, encountered the usual limitations: sample selection and access to data at different stages of the project’s completion. The sample is fair, comprising a diverse, representative pool of projects. Regarding access to data, the article found that publicity and reporting need to improve in the Caribbean. The author engaged with all main sources, especially local ones, at different stages of each project. PPPs in the Caribbean are not exempt when it comes to budgetary decisions.

SMM AS A TOOL OF COMPETITIVENESS OF THE ENTERPRISE IN THE CONDITIONS OF MODERN CHALLENGES

The activities of modern enterprises are affected by both new opportunities and challenges. An example of the challenges for global business was the spread of the COVID-19 pandemic and related quarantine restrictions. The negative macroeconomic and microeconomic consequences of the pandemic significantly worsened the financial and economic situation of enterprises, led to changes in consumer behavior. Businesses are forced to look for tools to stimulate economic development and increase competitiveness. The development of scientific and technological progress, digitalization make available the use of Internet technologies, in particular in the field of marketing. In Ukraine, as well as around the world, Internet marketing is becoming widespread. At the same time, the possibilities of such an innovation as social media marketing have not yet been properly implemented. Social networks have been created as a tool of entertainment; have become a powerful tool for marketing. They play an important role in establishing business relationships with customers. Social media in today's environment is more popular than traditional media. The use of SMM accelerates the sale of products and services, reduces marketing costs and better implementation of all marketing processes. Social networks allow you to quickly find people depending on interests, age and other parameters, create groups and inform potential consumers about various new products. Advertising on social networks is usually not as intrusive as on other resources and is targeted to a target audience, which is selected by a large number of parameters. To confirm the thesis that SMM is an important tool for the competitiveness of the enterprise in today's challenges, a study was conducted on the basis of the cheese brand - TM "Laguna" of the company "Food Production Ukraine". Analysis of the results of the study showed that "Laguna" in the eyes of consumers is associated with an inexpensive product of relatively low quality, with a "copy" of well-known global brands and loses to them in sophistication. . Given the limited use of offline marketing in quarantine, it was decided to develop a set of actions to influence the consumer through Internet resources. Improvements in SMM have ensured that people are sympathetic to the manufacturer and the product itself.

EMOTIONAL INTELLIGENCE AS A FACTOR IN FORMING A FUTURE SPECIALIST

The essence and features of the concept of emotional intelligence are considered. The essence of emotional intelligence is defined as a set of cognitive abilities to identify, understand and manage emotions, as well as knowledge, skills and abilities, operations and strategies of intellectual activity related to the processing and transformation of emotional information. The characteristics and prerequisites for the formation of emotional intelligence are identified. The forms and levels of development of emotional intelligence in ontogenesis are analyzed. The main advantages of the formation and development of emotional intelligence for successful employment and personal development are highlighted. A survey of students on awareness in the field of emotional intelligence and assessment of its level, which showed that 24.3% of respondents are interested in this topic in depth, 60% know only general information, and 15.7% first learned about this indicator. Despite the fact that not everyone understands the essence of emotional intelligence, almost half of respondents believe that the level of emotional intelligence is significant. A quarter of students believe that IQ is more important, and another 25% found it difficult to answer this question. The basic methods of development of emotional intelligence are offered. The role of emotional intelligence for managers and business is defined. It is determined that in today's business environment, authoritarian managers are much less likely to succeed in the long run than those who use a democratic style of government. If a manager wants to succeed in the business world now and in the future, it is important to understand the role of emotional intelligence in business today. The possibility of increasing the efficiency of management activities of the specialist through the development of emotional intelligence, which provides prospects for innovative development of the organization (enterprise).

PROSPECTS OF UKRAINE'S DEVELOPMENT IN MODERN WORLD ELECTRONIC MARKETS

According to the results of the study, an analysis of modern forms of e-commerce in Ukraine, based on which the most popular e-traders in the domestic market and their business models; An econometric model for forecasting e-commerce volumes in Ukraine has been built, which has a high coefficient of determination and is adequate according to Fisher's criterion, which allows to take into account its forecasts for 2021-2023 and indicates that if the identified trend continues to be confirmed, in Ukraine there will be opportunities to make a breakthrough in this direction; As a result of the SWOT analysis, it was determined that the development of trade via the World Wide Web in Ukraine has significant shortcomings and threats, but is one of the most promising types of business in the future; The study identified the role and positive impact of domestic marketplaces on the development of E-commerce in various segments of the economy; The closure of offline non-food stores and establishments in various areas of services (entertainment centers, catering establishments) on the basis of government requirements has resulted not only in increasing the popularity of existing marketplaces and social networks, but also forced many retailers to start traditional outlets. or develop existing online stores; Taking into account the analysis of the main trends in the development of e-commerce in Ukraine, the following long-term prospects for e-commerce are formed: the constant growth of Internet users significantly expands opportunities to attract consumers of goods and services; the consciousness of consumers is changing day by day towards the tendency to implement information technology in all spheres of life; the e-commerce entity always has the potential to expand by covering new, different from the usual, market segments; enterprise management is not limited by time or space.

MODEL OF ASSESSMENT OF THE IMPACT OF MAIN CHALLENGES OF MODERNITY ON EMPLOYMENT IN BANKING SECTOR ACCORDING TO STRESS TESTING METHODOLOGY

According to results of the study, globalization factors that require specific approaches to analysis in the context of changes and transformations that occur in socio-economic sphere of banking system; A model of stress testing to assess the impact of global factors on changes in the level and structure of employment of employees of banking institutions, based on the use of tools to find extreme values ​​at the level of individual banking institutions and the banking system as a whole are showen; In order to test the model, the stages of its application are formed: 1. selection of criteria for stress testing of changes in the bank's employment system; 2. the choice of indicators that characterize changes in the level and structure of employment of a bank; 3. conducting stress testing of criteria and indicators based on the use of tools for detecting extreme quantities; 4. construction of a stress test map by periods; 5. comparison of stress test maps of impact criteria and indicators, analysis of common sensitivity points in order to identify the causes and degree of influence of global factors; Within the framework of the model, special attention is paid to analytical methods to determine the impact and sensitivity of the employment response to trends and changes in the macro- and microeconomic environment; Using the method of determining extreme values, the existence of a relationship between the criteria that characterize the financial and economic performance of national banks and the degree of transformational changes in bank employment; As a result of the construction of stress test maps, it was determined that the criteria of financial and economic activity of banks and employment indicators in banking sector are highly sensitive to crises in respective periods, but respond differently to macroeconomic factors of different periods; The proposals on the expediency and necessity of using the model of stress testing in national banking system are formed.

SOFT SKILLS AS THE BASIS OF SOCIAL CAPITAL AND COMPETITIVENESS OF ENTERPRISES

The article defines the essence of enterprise competitiveness as well as the factors that form it. The purpose of the article is to explore the essence of the concept of "soft skills" as an integral part of the development of social capital of employees to ensure the efficiency of enterprises as well as their impact on the competitiveness of enterprises in Ukraine. The role of "soft skills" and social capital in supporting and improving the efficiency of the enterprise and creating its competitive advantages is especially emphasized. Based on the analysis, it is emphasized that the formation and development of "soft, flexible" staff skills is one of the priorities of modern companies. The analysis confirmed the importance of "soft skills" in the formation of social capital and competitiveness of the enterpris, as well as helped to identify trends in "soft skills" in today's world. The results showed that the most necessary "soft skill" for an employee in the company in today's challenges is to take responsibility. Communication skills, organization, attentiveness, resilience and self-control also play an important role. It is established that these skills form individual social capital of employees, help to find the first job and successfully develop it. It is important that namely these skills form the basis of corporate social capital, help maintain the team and strengthen the resilience of the enterprise in today's challenges. These skills in combination with high professionalism will be able to lead the company to the peak of efficiency and sustainability. Based on the author's sociological survey, the main competencies that need to be developed to achieve competitiveness in the market are identified. According to the results of the research, main directions and priorities of soft skills development were identified and systematized at 4 levels: personal (individual, family), microeconomic (enterprise), macroeconomic (country, state) and megaeconomic (world community). The connection between all levels and their positive impact not only on competitiveness, but also much more broadly on the well-being of the individual, the stability of the organization and the wealth of society as a whole.

INCREASE IN AUDIT RISKS OF NON-DETECTION OF SCAM IN A PANDEMIC

The impact of Covid-19 on the quality of audits has been studied and the risks of increasing the range for fraud have been identified. The article outlines the range of services provided by audit companies, including: accounting, financial reporting, tax services, payroll services, labor support and insurance, planning and reporting, consulting services. These factors indicate that the number of frauds increased during Covid-19 and may increase, as fraud detection is more difficult in the digital environment. Revenues for 2020 and 2021 are outlined and a rating of the 10 largest international audit companies is built. An analytical assessment of changes in the income of each of the represented international audit companies was performed. It is noted that companies registered in the United States have adapted to the economic landscape changed by Covid-19. It was noted that according to the Audit Analytics report, 800 companies reported changes in their internal control related to changes in pandemic risks. The dynamics of the total income of audit firms of the Big Four from 2009 to 2020 is given. It is stated that while Deloitte received the largest share of its revenue in America, KPMG's Amsterdam-based revenue was the largest in Europe, the Middle East and Africa. It is noted that the two leading international audit companies received a significant portion of their revenues from auditing, assurance, auditing and corporate risks. The income of international audit firms of the Big Four by types of activity in 2020 on the international market of services is allocated. Management fraud statistics are estimated at 12%, auditor and accountant statistics at 14% worldwide, and operating fraud statistics at 15%. In general, the ability of management to compare the financial statements prepared by the accountant with external auditors helps in assessing performance and risk assessment, and the independent auditor's opinion serves as a guide for relevant stakeholders in decision-making, and creates and helps reduce information asymmetry. The dynamics of changes in the number of employees for the period 2020 -2021 in the 10 most successful international audit companies in the world. The impact of remote work through the COVID-19 pandemic and the feedback from audit firms and their employees through organizational support (employer-to-employee) and organizational commitment (employee-to-employer commitment) are identified. The division of organizational support into: a sense of support for the company and a sense of support for colleagues. In general, in the event of a pandemic, the vast majority of meetings take place through digital communication channels, which significantly affects the well-being and mental state of staff.

UNIVERSITY COMPETITIVENESS INDICATORS

The article is devoted to the conceptual issues of university leadership formation and ensuring the competitiveness of universities. It is determined that educational leadership is becoming an integral part of the competitiveness of the countries in the world in the context of modern globalization. Ensuring university leadership requires new management approaches, guidelines and mechanisms in the context of global transformations. The factors that cause changes in approaches to strategic management of universities, which require constant monitoring of their strategy, change of vision and most importantly, assessment of the effectiveness of achieving strategic objectives. With the help of the systemic-structural analysis, the essence and basic indicators of a modern university competitiveness at different levels (regional, national, global) are determined. It is pointed out that the main effective tool for assessing the competitive position of universities, in particular as educational leaders, is a balanced scorecard. A model of a balanced scorecard of the university with a set of key indicators is introduced in four blocks, including finance, staff, customers (service customers) and internal processes. With the help of comparative analysis, each component is characterized and studied, which enables to identify the main factors that hinder the achievement of leadership positions by universities, in particular at the national level. The generalized results of the analysis are reflected in the formed matrix of the balanced scorecards according to key indicators in the context of providing competitive advantages and gaining leadership positions at the national and global levels. The offered scorecard clearly demonstrates the existing results and challenges in achieving leadership positions by universities at the national level, which will allow them to adjust and effectively develop strategic directions in the future, securing sustainable competitive advantages and leadership in the global market of educational services.