Annotation. Introduction. It was found out that modern enterprises have to work in conditions of tough competition. High quality in the world of developed technologies and techniques has become the norm for consumers. Today, companies have to look for new ways to attract and retain customers. One of the ways out of this situation is for the company to create its image. Purpose. The purpose of this study is to develop theoretical aspects of the study about the impact of corporate social responsibility on the formation of the image of the enterprise. Results. It has been revealed that each company, enterprise or organization has its own vision of social responsibility. For some it is a charity, for others, it is timely payment of taxes and providing jobs, for the third – PR. It has been substantiated that the company’s socially responsible policy is manifested in internal (labor safety, stability and social significance of wages, additional medical and social insurance of employees, development of human resources, assistance to employees in critical situations) and external (sponsorship and charity, interaction with local society and authorities, environmental protection, production of quality goods (services), readiness to participate in crisis situations). It was considered that a positive image and a good reputation create prerequisites for a more attractive perception of an enterprise by investors, increase its capitalization, increase its income and provide strong positions when entering new markets, as well as support the general public. It has been proved that the prognostic effects of implementing a socially responsible policy of an enterprise will be the formation of a positive image, improvement of its reputation, establishment of permanent ties with stakeholders in the long term, etc. It has been determined that the image of an enterprise is the degree of consumer confidence in the enterprise itself, in its products (services), a source of growth in sales and, accordingly, development, expansion of functioning (maximization of profitability for owners of capital, increase in wages of employees) or termination of the existence of an organization. Conclusions. Undoubtedly, in order to be effective, the enterprise should use both internal and external corporate social responsibility programs in a comprehensive manner. Of course, this creates and maintains a positive image, which contributes to the growth of consumer confidence in the enterprise, the formation of necessary emotional ties with customers and society as a whole. Keywords: image; enterprise; corporate social responsibility; stakeholders; society.

The idea of developing energy self-sufficiency of the united territorial communities was presented in the article from the standpoint of the European Green Deal implementation in Ukraine, taking into account the national interests. The current situation in Ukraine was analyzed in the article, as well as the promising ways of European integration of Ukraine in the context of the European Green Deal, the conceptual foundations of energy self-sufficiency development in united territorial communities were defined, taking into account the existing and implementing new mechanisms to stimulate energy transformation in communities. The structure of basic components’ interrelation in developing and increasing energy self-sufficiency of the united territorial communities was proved. Peculiarities of the ways of Ukrainian united territorial communities’ development in the context of the European Green Deal implementation were investigated. The concept of the model of functioning of the State Agency of Ukraine on Management of Natural Resources for the requirements of developing energy self-sufficiency of the united territorial communities and practical recommendations on increasing energy self-sufficiency of the united territorial communities were worked out.

Introduction. The article deals with current issues related to the application of modern methods of marketing communication policy at enterprises, and with the research of different scientists’ approaches in defining this concept. Results. It has been proved that modern enterprises, regardless of their field of activity, require the establishment of long-term mutually beneficial relationships with suppliers, intermediaries, partners and, most importantly, with customers, therefore there is an urgent need for effective communication policy. The problems of forming marketing communications of domestic enterprises have been highlighted. It has been determined that the effective application of the communication policy of business entities becomes more important due to the increasing level of competition, the spread of globalization processes in the modern world, the impact of the pandemic, etc. As a result, communications are becoming almost the main driver of business growth. The main tasks of the marketing communications system and their functions have been described. The relevance of both traditional and new methods of using marketing communication tools has been proved. In particular, among modern methods of marketing communication policy, which have found application in the business practices of the leading companies, are specified: Internet marketing, event marketing; holistic (comprehensive, integrated) marketing; story-telling (technology to create a story and transmit the necessary information by using it); tryvertising (the consumer can first try a product and then buy it) sensitive marketing; identification marketing (based on the features of the brand), input or involving marketing (sending out content useful to the target audience through a blog or e-mail); impact marketing, etc. The need to develop marketing communications management was noted. Conclusions. It has been substantiated that enterprises need to constantly respond to the existing customer expectations that are a dominant factor in the success of the products (works, services) sale by effectively applying the marketing communications system. Keywords: communication; marketing communication; agrarian enterprise; promotion; communication policy.

У статті досліджено роль креативного управління як важливого інструменту підвищення якості бізнес-процесів у системі операційного менеджменту підприємства. Обґрунтовано актуальність використання креативних підходів в умовах цифрової трансформації економіки, посилення конкурентної боротьби та необхідності забезпечення сталого розвитку суб’єктів господарювання. Встановлено, що сучасні підприємства потребують нових управлінських рішень, які дозволяють швидко адаптуватися до змін зовнішнього середовища, підвищувати ефективність використання ресурсів та забезпечувати високий рівень якості операційної діяльності. Розглянуто сутність креативного управління та визначено його місце в системі операційного менеджменту підприємства. Доведено, що використання творчих підходів до управління сприяє генеруванню інноваційних ідей, удосконаленню бізнес-процесів, оптимізації операційної діяльності та підвищенню результативності функціонування підприємства. Проаналізовано основні напрями впливу креативного управління на якість бізнес-процесів, серед яких стандартизація та оптимізація процесів, підвищення їх стабільності, зменшення кількості помилок, скорочення тривалості виконання операцій і підвищення рівня задоволеності споживачів. Особливу увагу приділено дослідженню взаємозв’язку між креативним управлінням та основними функціями операційного менеджменту, зокрема плануванням, організацією, мотивацією, контролем і безперервним удосконаленням діяльності підприємства. Визначено, що інтеграція креативних методів управління в операційні процеси створює передумови для зростання продуктивності праці, підвищення ефективності використання ресурсного потенціалу, зміцнення конкурентних переваг та забезпечення довгострокового розвитку підприємства. У результаті дослідження сформовано узагальнену схему впливу креативного управління на якість бізнес-процесів та результати діяльності підприємства. Зроблено висновок, що креативне управління є важливим фактором підвищення ефективності операційного менеджменту та забезпечення конкурентоспроможності підприємств у сучасних умовах господарювання.

This article systematically investigates the multifaceted role of organizational culture in the modern enterprise, focusing on its crucial impact on forming an appealing image and successfully implementing an innovation strategy. It acknowledges that in an environment of escalating competition and dynamic external changes, a company's operational effectiveness largely depends not only on its resource potential but also on the internal values, norms, and beliefs that shape its unique culture. A thorough analysis is conducted on the interconnection between organizational culture elements (such as openness to change, collaboration orientation, risk tolerance, and customer-centricity) and their influence on two key areas. First, it examines how these cultural factors contribute to creating a favorable innovation climate that encourages the generation of new ideas, experimentation, and their subsequent implementation. Emphasis is placed on the importance of psychological safety, fostering initiative, and cultivating knowledge exchange to stimulate innovative activity. Second, the study explores how organizational culture is projected externally, shaping a positive enterprise image among consumers, partners, investors, and potential employees. It highlights that an authentic image is a reflection of the internal culture, which demonstrates the company's values and ethical principles. Particular attention is given to the main mechanisms through which organizational culture acts as a strategic factor actively building competitive advantages. These mechanisms include leadership support for innovative behavior, fostering an atmosphere of trust and mutual respect, encouraging a willingness to take risks and learn from mistakes, and focusing on continuous improvement and customer orientation. The research findings confirm that purposeful management of organizational culture is a necessary condition for ensuring sustainable innovative development and strengthening the enterprise's reputation in the contemporary market.