The basis of economic growth is the presence of a transport system that fully satisfies the needs of all participants in the economic process. The motivation for the study was that, against the backdrop of European integration processes, the transport systems of the EU countries and Ukraine began to quickly converge, which created the need to study potential innovations in the transport industry and identify the most problematic regions and modes of transport. There is also a constant increase in demand for multimodal transport, especially cross-border transport, and their implementation requires information on the current state of transport systems in countries involved in multimodal transport. Implementation of innovations is necessary to ensure multimodality. The study used statistics from 2012 to 2021, publicly available from Eurostat. Based on the study results, it is possible to determine in which countries the demand for innovation marketing is expected. That is, the study will be useful to specialists in developing and promoting innovations as an overview of the market of potential consumers of this service.

Introduction. The active adoption of digital tools is crucial for improving agricultural efficiency, which is fundamental to ensuring food security. The digitalisation of agricultural production is a key component of the measures for transitioning to a digital economy. Aim and tasks. This study aims to assess the relationship between the net profit of agricultural enterprises and the number of digital products used. It also seeks to identify the factors influencing the efficiency of agricultural production. Results. This study examines at several key factors of agricultural production. First, it considers at the share of the labour force involved in agricultural production, which has declined by 17.2% globally, 7% in the EU, and 5.2% in Ukraine. Secondly, it analyses changes in the number of workers required to produce 1% of value added from 1991 to 2023, showing a decline of 3% globally, 1.5% in the EU and an increase of 0.5% in Ukraine. Thirdly, the study assesses the level of digital skills among workers in the agricultural sector. In the EU, this level did not exceed 0.5% from 2016 to 2024, while Ukraine data is unavailable. Finally, the study includes case studies of two Ukrainian companies engaged in developing and implementing digital tools for agricultural production. The findings regarding the dependence of net profit and the number of digital instruments used revealed relatively high correlation coefficients: 0.776 for a group of 41 AGRIChain clients and 0.902 for a group of 34 Kernel Digital clients. The resulting models of net profit dependence on the number of digital instruments used (with slope coefficients of 365.9 for AGRIChain and 13.13 for Kernel Digital) indicate the potential for further refinement. Conclusions. The establishment of a digital support system for agricultural production involves significant changes in employee competencies, a decrease in the total number of employees, and a reduction in the share of employees involved in agricultural production. Ukraine is characterised by an increase in the number of workers employed in agricultural production per 1% of added value, which is explained by structural changes in the industry. This study proposes adding metrics to statistical reporting to capture the number of digital technologies used in the production process and the number of employees skilled in using these technologies.

Implementation of high-quality innovation is possible using marketing in a specialised cluster. Creating the basis for a fundamental approach to assessing the impact of innovation requires differentiation and ranking of factors influencing the final results of innovation. This study examines the general principles of using differentiation and ranking as tools for analysing the impact of marketing on the success of innovations in the transport cluster and on the final results of logistics companies. When developing a methodology for assessing marketing effectiveness, special attention was paid to the formation of criteria and performance indicators for companies providing transport services when introducing innovations for which there is a need to integrate logistics space. A method for assessing the influence of various factors on financial results for conducting a quantitative analysis is presented. A study was also conducted on the effectiveness of using cluster marketing when introducing innovations in a transnational company and in a company whose activities are limited at the local level. One of the marketing directions was using digital tools for cargo processing in the integrated logistics space, which can increase by 80% the number of goods processed exclusively by digital means for a logistics company.

Fuel combustion products cause considerable damage to the environment and human health. Therefore, it is necessary to switch to environmentally friendly vehicles. This study analyzed the dynamics of the number of cars and trucks with electric and hybrid engines, predicted their number at the current rate of change in their number, and the degree of provision and potential need for charging points in European countries. According to the results obtained, 73% of the territory of the European Union has a provision of charging points below the average level. This emphasizes the need to change the approach to structuring infrastructure upgrades by systematizing the process of creating new charging points. A mathematical model was created using the least-squares method to predict the number of vehicles with environmentally friendly engines over the next three years. The predicted number of such cars in the EU in 2026 is 12.5 million, which requires an increase in the number of charging points by 2.7 times compared to the existing ones. Under such conditions, it will be possible to reduce atmospheric emissions by 120 million tons by 2024, 160 million tons by 2025, and more than 200 million tons annually by 2026. The rapid growth of charging stations will lead to an increase in the electricity demand, which, in turn, will become an impetus for a sharp increase in electricity production by alternative sources. With the timely adaptation of infrastructure to the growing needs associated with environmentally friendly transport, achieving the maximum positive effect from these innovations is possible.

The development of innovations in various areas of economic activity has its own characteristics. There are a number of unique features for the development of passenger transport routes, which should be considered in more detail than in the planning of freight transport, and characterize this type of activity as particularly unique and requires a specialized approach in marketing innovations in this area. The presented article outlines the basic principles and concepts of the approach both when working with the material and technical base and when working with personnel in the course of planning and implementing innovations in passenger transportation. Particular attention is paid to the system of motivation for the implementation of the innovation process since the result of the introduction of innovation depends on the degree of motivation of potential subjects of the innovation process. Also, options for communication are considered both directly with potential consumers of the service created in the process of innovative activity and with local authorities in those regions where it is planned to carry out the innovative activity.

One of the most critical problems of the modern economy is the efficiency of the interaction of the logistics systems of enterprises with the elements of the logistics infrastructure. For a successful interaction, the transformation of the logistics activities of enterprises must be carried out logically and holistically, which is possible under the formation of an effective management system for this process. The proposed study examines the principles of forming this system based on the principles of the digital economy and the requirements for environmental regulation of activities. The research was carried out in two directions. The first direction was the study of the peculiarities and principles of the formation of the system of managing the logistics activity of the enterprise in the conditions of its transformation. A system of principles was formed to help regulate the process of managing the evolution of the enterprise's logistics activity. Another research direction was determining the influence of management decisions in enterprise logistics activities on the environment. For example, regarding the volume of product deliveries from Mareven Food Europe LLC to foreign consumers in 2021, a management decision was proposed that could lead to a reduction of nitrogen oxide emissions by 2.8 times in one year. The study can be useful in planning the transformation of enterprises' logistics systems, the requirements of the digital economy, and environmental regulation. Keywords: logistics activity, digital economy, environmental regulation, management system, management decision.