This article presents the results of an expert survey as a method of empirical research to identify current problems, barriers, features, trends, and directions of the transformation of organizational culture, and applies the concept of “organizational culture” in evaluating the case of Ukrainian enterprises. First, the authors present the methodological approach, using the analytic hierarchy process, to evaluate the optimal scenario choice for developing the organizational culture of enterprises based on the twelve most important criteria and their systematization into four groups (adaptability, mission, consistency, and involvement). Second, they test a hypothesis that the optimal direction of transforming organizational culture depends on digital transformation which includes introducing digital technologies, information-powered enterprise ecosystems, innovative business models, and efficiency in B2B and P2P communications. Third, they argue that the key barriers hindering the effective development of organizational culture could be provisionally classified into seven groups: personnel, information, organization, marketing, education, technology, and investment-financial. Fourth, the authors evaluate the expediency of applying an integrated approach as a symbiosis and a constant inter-relation of influencing factors, constituent elements, digital competencies and skills, and information technologies. In conclusion, they summarize the findings of the study and discuss formulas to evaluate the impact of digital transformation on the organizational culture of enterprises in the information economy towards a people-oriented, innovative, customer-centric, and agile system in the case of Ukraine.

This paper evaluates the recent trends in international migration and different viewpoints (arguments and counterarguments) on global population movement and examines the impacts of the social, economic, ecological, and political determinants of regional and international migration. The paper aims to analyse and compare the causal relationships between international migration, on the one hand, and economic, ecological, and socio-politic dimensions of EU countries’ development, on the other. The authors consider the impact power of the above-mentioned dimensions on the long-term net migration for the potential candidates to access the EU. First, it identifies and justifies the object of research as the EU countries and the potential EU candidates. Second, the article provides a short literature review as the authors highlight that the EU countries had the highest share of all world migrants, according to the report of the U.N. Population Division. Third, it provides the background of materials collection and methods of the study of the analyses of the panel data for 2000–2018 using the FMOLS and DOLS. Fourth, it presents the results of the study having analysed the different concepts and theories, the authors single out the core economic, ecological, and socio-politic determinants of international migration: wages, unemployment rate, income inequality (measured by the Gini coefficient), corruption, and political stability (measured by World Government Indicators), CO₂ emissions and material footprint per capita (measured by Sustainable Development Index). The discussion and conclusion section summarizes the findings of the research and evaluates the structural similarities and differences among the EU countries and potential candidates and if these similarities (or differences) cause them to respond similarly to the economic conditions and changes.

A strong positive image is an important asset for all countries around the world. Simple recognition of a name or geographic location is not enough to make a successful brand. People should want to visit, live, and preferably work and invest in the country. The research methodology for this article used Simon Anholt’s approach. Anholt is the author of the widely recognized system Nation Brands Index which measures the power and quality of each country’s “brand image” by combining the following six dimensions: Exports, Governance, Culture and Heritage, People, Tourism, and Investment and Immigration. In this article, the authors selected one important dimension, “Investment and Immigration,” using the case of the Astana International Finance Centre (AIFC), which was created to enhance and promote Kazakhstan’s investment image. The expected outcomes of the study include assessing the perception of how the AIFC used digital technologies to build its brand as a part of the country’s image, and discussing the digital context of developing investment attractiveness. It also covers a short literature review on the theoretical and empirical aspects of digital transformation and presents a case study and a questionnaire-based survey to illustrate the impact of digital transformation, and especially the use of digital technologies for the AIFC’s image promotion. The conclusion summarizes the findings of this research and discusses some implications for investment and immigration attractiveness and the image of the AIFC.

The advent of digital transformation has revolutionized the marketing landscape, presenting both challenges and opportunities for businesses. This scientific paper delves into the realm of marketing communications in the context of this transformative era. The primary objective is to examine the profound impact of various marketing communication tools on consumer perception and response to advertising messages, direct marketing, electronic communication, and other innovative marketing techniques. Utilizing the ANOVA (analysis of variance) statistical evaluation method, comprehensive empirical research data are analysed to uncover key trends and insights. The findings shed light on the dynamic market developments characterized by a notable decline in the effectiveness of traditional mass marketing approaches. Instead, there is a discernible shift towards more specialized marketing strategies, bolstered by the rapid advancement of computer and information technologies. Moreover, this study confirms a hypothesis pertaining to the efficacy of Internet advertising in relation to different age groups of customers. This confirmation underscores the importance of leveraging digital platforms and channels to engage specific target audiences effectively. The practical significance of this research lies in its potential to guide marketers in optimizing their marketing budgets, identifying the most impactful communication channels, and discerning statistically significant variations in consumer responses to diverse marketing communication tools. By understanding these nuances, marketers can design more targeted and persuasive marketing campaigns, leading to enhanced customer engagement and improved business outcomes.

The article describes the step-by-step process of testing the hypothesis about the importance of the health factor in the regions’ economic growth, which determines their competitive positions. Calculations of the health development level in 22 regions of Ukraine were carried out, according to which those regions were divided into four clusters. The regions’ integrated index of competitiveness was evaluated. The obtained taxonomic indicator allowed dividing the analysed regions into four groups according to their integral values of competitiveness. At the next stage, there were used several criteria for checking the data by groups for normality of distribution using the Shapiro-Wilk test and the Levin method, which made it possible to confirm the presence of the heteroscedasticity phenomenon of the variances of the compared groups of regions. To confirm a connection between the level of regions’ health development and their competitiveness, a one-factor parametric ANOVA analysis, supported by Tukey's post hoc test, was carried out, which revealed a dependence between almost all groups of the regions compared. The Granger test made it possible to confirm the hypothesis of a unidirectional causal relationship between the health factor and the competitive positions of a region based on the integrated level of competitiveness. The obtained results prove the need for an active work in the direction of strengthening the regional health care system and the maximum involvement of stakeholders of various levels in the strategy issues of improving the territories and supporting the system of medical and social care of the population at the level of cities and regions. The authors emphasize that for implementing an effective regional health policy, it is important to take into account the influence of factors that can restrain health development, as well as those groups of determinants capable of stimulating this development: financial and budgetary mechanisms, involvement of marketing and information tools, taking into account behavioural and institutional factors.

The education sector has been identified as one of the key players in globalization processes and implementation of the UN Agenda 2030. The role of education, including higher education, involves not only raising awareness among young people and educators about the sustainable development goals (SDGs) and global environmental changes, but also in mobilizing them for partnerships towards fulfilment of these goals (as defined in SDG-17) and dealing with the challenges of globalization. The purpose of this article is to analyze the engagement of HEIs in internationalization of education, realization of the UN Agenda 2030 and supporting the implementation of SDGs, using as an example the work of the UNAI at the university level. First, the article provides a short literature review on empirical and theoretical aspects of the internationalization of HEIs, looking at how international institutions impact internationalization, organizational culture and the formulation of educational process and international cooperation activities at HEIs. Second, it analyzes organizational tools for internationalization by looking at the international experience and activities of university networks such as UNAI and the impact of those networks on the internationalization of universities. Third, it presents a case study of the work of an international university network, using the example of UNAI Hub at Al-Farabi Kazakh National University, and discusses how the UNAI programs have impacted the perception of internationalization and organizational culture at the university.