Nadiia Yasynska

The marketing environment of the world economy is changing due to intensive digitalization of trade exchange operations. Formation of marketing forecasts based on current and past periods in modern conditions is irrelevant to the current situation. The purpose of the article is to assess the situational precedents of business readiness for digitalization based on monitoring data, operating environment, applications and management system when using the tools of marketing and neural network modeling. The article uses a systematic approach and methods of statistical, financial and marketing analysis, tools for modeling a neural network. Based on the estimated indicators, the current and forecasted levels of electronic retail in the world are revealed. Based on the application of the concept of portfolio analysis to the data of national and international monitoring, а marketing model of research has been built, in which low business efficiency has been determined, situational modeling of business readiness for digital transformation has been carried out and characteristics of the identified precedents have been given. A low degree of business readiness to digitize the economy has been established. The results emphasize the importance of monitoring business readiness for the digitalization of the economy in real time with marketing and neural network modeling.

The development of the financial market and the transformation of the banking sector create a need for diagnostics of its financial security. This study is aimed at determining the level of the Ukrainian banking sector financial security in the event of decapitalization of the national economy. The paper uses multicomponent and behavioral analysis methods. The empirical study is based on Ukrainian data for 37 indicators by three components (for multicomponent analysis) and 23 indicators (for behavioral analysis). The study presents an improved algorithm for monitoring the level of Ukrainian banking sector’s financial security based on the calculation of the integral indicator. Only the system of “Financial results” indicators as the most significant component has relative independence from the other two components (“Financial stability” and “Macroeconomic stability”). According to assessments, in 2008–2017 Ukrainian banking sector’s financial security was 0,485-0,539; and in 2018 it became 0,626. The behavioral analysis of the partial integral indicator of the “Financial stability” component with the withdrawn assets located in offshore jurisdictions revealed the causal relation of the negative impact of capital outflow on the financial stability of the banking sector. This study has a practical value for determining the level of the banking sector financial security.