The pace and scale of the digitalization of today’s global information society open up new opportunities for business. At the same time, they set new challenges for business owners and managers in the field of marketing. Given this fact, the purpose of the study was to present the impact of digitalization on the marketing activity of the enterprise in the field of services by promoting the use of online sales via electronic distribution channels, social networks, and mobile applications. A comparative system of estimating the parameters of the influence of digitalization on the marketing activity of the enterprise was proposed as a confirmation of this impact. Based on the developed “tree of goals,” the dynamics of the digitalization of services were projected and the prospects of development of this sphere of activity were outlined. For testing the proposed methodology, the railway passenger transportation company (JSC “Ukrzaliznytsia”) was chosen as the object of the research. Research methods used in the study include: (1) statistical; (2) SWOT analysis; (3) systematization, comparative, and structural-dynamic analysis; and (4) an expert survey. As a result of revealing the impact of individual elements of digitalization on the level of marketing activity, the number of recommendations regarding the development of digitalization of electronic ticket sales services and their accounting for enterprises dealing with railway passenger transportation were proposed.

The current model of resource management mainly contributes to mass short-term consumption, which creates an unstable and extremely critical situation on the planet. Going beyond the traditional industrial model of Take-Make-Waste, the circular economy aims to reduce waste (and therefore minimize costs) and to redefine sustainable development. This entails a gradual separation of economic activity from the consumption of scarce resources and the removal of waste from the system. In order to foreground the principles of a circular economy in Ukraine, this study analyzes its benefits based on the relevant experience of the EU. The paper also presents the results of research and content analysis on the situation of waste management in Ukraine and compares the trends using key indicators. The core of the paper is developing a conceptual model of making and coordinating management decisions on the implementation of business projects in the context of a circular economy in Ukraine. A multifactor model (the Farrar–Glauber method was further developed) has been built by identification of the main factors, i.e., the volume of generated waste from economic activity per unit of GDP at constant prices, emissions of pollutants, and capital investments for the protection of the environment. Factor coefficients indicate how many units will change the resultant trait Y, measured in thousand tonnes, if one of them changes by 1 (each in units of measure). It means that if the volume of waste generated from economic activity per unit of GDP at constant 2011 purchasing power parity (PPP) prices decreases by 1 kg/$1000, waste management of I–IV classes will be reduced by 952,737 thousand tonnes. The approbated model can be used to analyze the situation with recycling in the EU countries, considering the amount of capital investment in environmental protection.

Introduction. Public-private partnership (PPP) is considered as the interaction of the state and business structures - subjects of economic activity of Ukraine and foreign subjects of economic activity (also subjects of economic activity of Ukraine with foreign countries), which is one of the conditions for attracting the necessary investment resources, increasing innovative activity in the national economy, development of economic and social infrastructure, solving economic, social and environmental problems, etc. Purpose. Taking into account the trends in the number of PPP projects in foreign economic activity in Ukraine and the world, their financing, areas of implementation, geographical localization, the article should provide a quantitative assessment of data characterizing the state and level of implementation of PPP projects in foreign economic activity, obtained after performing mathematical operations. Method (methodology). The article uses theoretical generalization, analysis, synthesis, statistical methods of data processing, etc. This ensured the analysis of literary sources, the formation of a system of indicators intended for assessing the state of PPPs in foreign economic activity and its practical approval. Results. The article recommends a system of indicators, which includes: the growth rate of the number of PPP projects in foreign economic activity, the average base (chain) growth rate of the number of PPP projects in foreign economic activity, the growth rate of the number of PPP projects in foreign economic activity, the average base (chain) rate increase in the number of PPP projects in foreign economic activity, the level of implementation of PPP projects in foreign economic activity, etc. For each of the recommended indicators, the method of calculation is indicated depending on the selected strategy of interaction of PPP subjects in foreign economic activity. With their use, an assessment of PPP in foreign economic activity was carried out based on the study of PPP projects implemented by Davydivska OTG. Based on the results of the assessment, conclusions were drawn regarding the trend in the implementation of PPP projects in the foreign economic activity of Davydivska OTG.

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