Nadiia Proskurnina

The current economic situation in Ukraine is conditioned by the efficiency of the export-import activity of industrial enterprises. In turn, the effectiveness of the strategy for the development of this activity depends on the scientific substantiation of its analytical support. This confirms the relevance of the topic of the article. The purpose of the article is to present the content of analytical support for forming the strategy of development of export-import activity of the enterprises in Ukraine. The object of the study is the development of analytical support for the formation of this strategy. The main methods of developing this analytical support is the multicriterial optimization method, which uses a genetic algorithm, multidimensional regression analysis, and a taxonomic method for calculating the integral index of development. The article also examines the peculiarities of the implementation of export-import activity of industrial enterprises in modern conditions, analyzes the criteria for its development, provides a system of indicators for the evaluation of this activity and the setting of a multi-criteria optimization task of maximizing the development of export-import activity of the enterprise, the solution of which is recommended with the help of software MatLab. It is recommended that the optimal values obtained are taken as the basis for determining the desired values of the export-import performance indicators.

The article is devoted to the presentation of structural shifts, factors and trends of dynamic changes in retail trade, taking into account, above all, institutional changes. The main theories explaining changes in retail trade are analyzed. The shift in the balance of power in the distribution channels from the manufacturer to the retailer is shown, and the tendency of increasing the number of supermarkets and hypermarkets is presented. It was found that there is a gradual takeover by large retail chains of small retail operators and the growth of the role of supermarkets and hypermarkets, as evidenced by the increase in the trading floor area of the stores of the indicated trade formats. The main features of different types of stores are systematized and the advantages and disadvantages of strategies for the development of retail objects - small operators and large chain stores. It is established that small independent retail operators lose a significant market share. Constant consolidation of retail operators, as well as increased competition in retail markets, force retailers to look for new ways to grow their business. The positions of retail operators in the rating of the largest enterprises of Ukraine for 2016 are analyzed and it is established that among operators of retail trade the operators that sell food products are the most dynamically developing. Generalized tendencies of structural shifts in retail trade according to theories of institutional changes and certain stages on which the largest retail operators of Ukraine are located. It is determined that the market of goods and services becomes more consolidated and concentrated and requires the formation of an adequate dynamic organizational structure of management, transformation of marketing functions, adaptation to a complex modern environment.

The paper analyzes the impact of retail transformation on the consumers’ expectations and behavior in the electronic environment and identifies the main directions of digitalization of the marketing activities of domestic retail enterprises at each stage of the purchasing decision-making process. It also systematizes the consumer expectations in the context of the digital transformation of retail, which made it possible to establish the importance of managing customer acquisition for retailers and demonstrated how technology changes the way customers purchase. The results of an online study of the impact of marketing efforts in retail outlets to highlight digital transformation tools at every stage of consumer decision-making by consumers are presented and the main directions of digitalization of marketing activities of domestic retail enterprises are summarized. The legitimacy of taking consumer expectations into account when determining the impact on the business model of retailers, returning it to the plane of mobility, digitalizing the purchase process, and the integration of digital and physical trading, has been proven. It is suggested to consider the main areas of digital transformation as digital interaction with customers, innovation in the development of products and services, distribution channels, marketing and sales; digital implementation, risk optimization, strengthening corporate control, intelligent information management and customer service, managing customer and contact center experience, customer relationship management. This made it possible to specify promising areas of digital transformation in the retail industry, in particular, optimizing human resources, creating new ways of cooperation, attracting labor and assistance (flexible work, social cooperation, corporate cooperation, integrated communications), as well as employee training for the retail industry.

The subject of this paper is empirical research on studies of exchange rates in Eastern European countries, such as Albania, Bulgaria, Bosnia and Herzegovina, Belarus, Czech Republic, Estonia, Croatia, Hungary, Latvia, Lithuania, Moldova, (North) Macedonia, Montenegro, Poland, Romania, Serbia, Slovakia, and Slovenia, in order verify the validity of theories that explain these changes. This research aims to explain the mixed evidence of the Balassa-Samuelson effect in Ukraine, taking into account the intentions of Ukraine to become a member of the European Union. Unlike previous works, the attention is shifted to a review of empirical evidence and the identification of main factors that limit the ability to verify the theory. The main conclusion is that all the currencies studied underwent substantial real appreciations during the study period. Thus, it can be concluded that an adequate monetary policy in countries under study is very important, given that local exchange markets are not sustainable enough and the volatility of exchange operations is higher than in countries with developed economies. However, the Balassa-Samuelson Hypothesis (BSH) can explain the impact of the real exchange rate due to changes in productivity in countries in transition.