Renewable energy technologies play a crucial role in solving global energy and environmental issues, and the pace of the energy transition directly depends on improving their efficiency. Presently, the development and implementation of renewable energy systems are ensured mainly through state funding, the possibilities of which are limited. The potential of attracting private investments depends directly on their impact on companies’ profitability indicators, and the uncertainty regarding the return on investments is one of the main barriers affecting investors’ decision-making. Based on a vector autoregressive model for analysing the stationary time series, the paper explores the impact of long-term investments and research and development costs in renewable energy technologies on the financial performance of ten of the largest companies operating in this field. The study’s results showed that investments and spending on research and development positively affect such companies’ profitability indicators as earnings before interest, taxes, depreciation and amortisation, earnings before interest and tax, net income, and return on investment. The obtained results can be used to substantiate the economic effectiveness of investments in developing and improving renewable energy technologies when forming the companies’ financial policies to support them.

The article notes the influence of digital marketing on the activity and development of enterprises in wartime conditions. The main social, political and economic studies of the armed conflict on the activities of enterprises have been determined. The conditions for the survival of Ukrainian enterprises on the market during the war have been determined. The influence of digital and mobile technologies on the sale of goods and services of enterprises during the war is proven. The potential of promoting goods and services of enterprises in Ukraine has been determined. It was revealed that while there is a conflict, the usual concepts of marketing products will be complicated, mainly due to the violation of the principle of competitiveness. It is considered that the use of digital marketing tools allows enterprises to sell goods quite successfully with the help of online stores, social networks and mobile applications, even in conditions of limited sales channels. The specifics of consumer demand were analyzed and it was found that life in wartime costs quite differently, becomes less predictable and more valuable to households, and the demand for luxury is significantly reduced. It has been noted that countries involved in armed conflicts may change the direction of their manufactured goods and focus their efforts on wartime production, such as weapons or uniforms. It has been proven that the ease and low cost of Internet marketing, in line with conventional advertising, allows enterprises of all sectors of the economy to more effectively reach their target audience, even in wartime conditions. It has been found that wartime marketers have only that there are difficulties in communication and distribution, and that, in the aftermath of war, people have become concerned only with their lives and safety. Consumer behavior is changing and becoming more unpredictable. This is another characteristic of the market in times of conflict, consumers and customers are more likely to focus on those goods that are life-giving, so those who correspond to the marketing strategy and activities must try to find a way to adapt to these new means in a way to be successful. even in times of crisis and conflict. It is noted that overcoming the problems of damaged infrastructure costs a significant effort for the marketer, who must be able to correctly offer goods and services using digital marketing, then there are many obstacles and difficulties with delivery.

Three basic variants of the strategy for ensuring corporate security of an industrial enterprise (“survival”, “stabilization” and “support”) are proposed, the choice of one of which is associated with the results of assessing the level of corporate security. By applying the hierarchy analysis method for one of the studied enterprises, threats were identified that can have the most significant impact on the implementation of the basic strategy, therefore, they require the use of appropriate tactical countermeasures and make it possible to achieve strategic goals. Article theoretically generalizes and resolves the scientific and practical problem, which consists in developing the theoretical and methodological foundations for ensuring corporate security in the context of countering external and internal threats. In the process of research, methods of expert evaluation were used, as well as hierarchical ordering methodologies together with the use of a matrix of pairwise comparisons. It is substantiated that in conditions of high dynamics of changes in the environment of enterprise functioning, there is a need to predict changes in the influence of threats (strengthening, unchanged, weakening), combined into the groups “internal” and “external”. The calculations carried out provided the formation of the necessary information basis for planning and implementing tactical protective measures based on the increased influence in the conditions of the functioning of enterprises in Eastern Europe, these are precisely internal threats. The value of this study lies in the fact that such a system for assessing external and internal threats that affect the corporate security of industrial enterprises will allow to quickly and efficiently form a system to counter the impact of these threats.

У статті розглянуто сучасні підходи до управління персоналом підприємств та проєктів в умовах воєнного стану, висвітлено особливості тенденцій розвитку персоналу для забезпечення стабільності підприємства та досягнення цілей у кризових ситуаціях. Визначено та узагальнено найбільш затребувані навички фахівців, які забезпечують ефективність діяльності підприємства у кризових ситуаціях і є пріоритетними для роботодавця. Проаналізовано специфіку адаптивних моделей управління та їхню роль у мінімізації ризиків. У статті також розглянуто методи адаптації менеджерів і організаційних структур до викликів, спричинених війною, з акцентом на розвиток навичок кризового управління, стратегічного мислення та гнучкості у прийнятті рішень. Особлива увага приділена важливості швидкого реагування на непередбачувані виклики та здатності до використання креативних підходів в управлінні. Окреслено перспективи подальших досліджень у цій сфері, що допоможуть удосконалити методи управління в умовах постійних змін.

The article investigates the impact of environmental factors on the business process reengineering of transportation companies. The focus is specifically on the activities and business processes of Ukrainian transportation enterprises. Following a review of scientific and practical sources, a scientific task was set: to determine the impact of factors on the reengineering process through a proposed methodological approach to economic-mathematical modelling. The article utilizes correlation regression analysis and analysis-synthesis methods to evaluate the dynamics of key financial indicators of transportation enterprises. It emphasizes that reengineering should be based on the influence of various factors, not necessarily related exclusively to either the external or internal environment. The approach proposed in the work involves using regression models to analyze the impact of factors on the reengineering process. The study notes that innovation is revealed through the proposed model, which considers a range of key factors and indicators of the activity of Ukrainian transportation enterprises. Meanwhile, the authors stress that using this approach allows for identifying key factors in developing an effective reengineering strategy for transportation companies to optimize their operations. The research examines how different analysis methods can be used to detect changes in the impact of various types of factors, both external and internal, on the decision-making process regarding reengineering. The scientific novelty lies in a comprehensive approach to regression modelling of factor impacts on a relevant variable to identify the most significant factors for decision-making regarding reengineering. Alongside this, the research has limitations due to the focus on the specifics of the activity of only Ukrainian transportation enterprises. The goal is set for further research to conduct a similar study for other types of enterprises, particularly the food industry, which requires changes under wartime conditions.