Purpose: The research aims to analyze the use of CRM systems for the development and implementation of communication strategies for digital brand management and Internet marketing based on the experience of EU countries. Theoretical framework: Implementing the practice of using CRM systems to develop and fulfill communication strategies for digital brand management and Internet marketing plays a key role in the corporate sector. It is known that the quality of implementation of such a policy will directly affect the commercial result of an enterprise or organization. The problem of using CRM systems and the possibility of improving business processes, which involves the integration of most of the organization's internal processes into the CRM system's operating program, is to find effective means and mechanisms for setting up the marketing and operational work of the enterprise. Design/methodology/approach: The study used scientific research methods, as well as data from official sources of CRM systems that are most popular in the EU. Findings: The research aims to analyze the use of CRM systems to improve the quality of internal communication strategy. An equally important task is to evaluate the management of advertising campaigns and brand positioning policy in the selected business segment. The article analyzes the peculiarities of approaches to the use of CRM systems, as well as their application following the internal corporate policy. Research, Practical & Social implications: The article analyzes the peculiarities of approaches to the use of CRM systems, as well as their application following the internal corporate policy. The key trends of modern CRM systems and the practices of their use are analyzed. This makes it possible to determine the competitive advantages in the market that a company gains after implementing CRM systems. The practice of developing the marketing activities of an enterprise or organization is outlined from the perspective of using CRM systems. Originality/value: By using the available research results, the further practice of using CRM systems can be analyzed from the point of view of the development of the technological aspect of the integration of internal program components of the system into the operating activities of the enterprise.

The study is devoted to the development of proposals for improving the assessment and stimulating the export potential of an innovatively active enterprise. The authors examined the essence and features of the activities of innovatively active enterprises, as well as the impact on their export activities. The conducted theoretical and methodological study allowed the authors to show their vision of the main components of the export potential of the enterprise, and also, in order to assess and analyze the export potential of an innovatively active enterprise, they proposed an economic and mathematical model, a feature of which is taking into account the hidden export potential, which has a significant economic impact. To stimulate the export potential of an innovatively active enterprise, the authors proposed a system of labour force motivation, as well as institutional instruments, which have a significant social impact.

The purpose of the study is to evaluate the influence of digital technologies on labor productivity at both global and corporate levels, while considering the distinct economic development contexts of various countries. The study employs methods such as correlation and regression analysis, alongside 19 case studies. The investigation identified key determinants of labor productivity at the macroeconomic level across three dimensions: institutional efficacy, human capital, and technology adoption. These determinants encompass the quality of the regulatory environment, the assimilation of digital technologies, the prevalence of fixed broadband subscriptions, and the overall ease of conducting business. In the current study, the above factors are manifested through indicators such as Regulatory Quality, Digital Adoption Index, Fixed Broadband Subscriptions, and Ease of Doing Business. Notably, the Digital Adoption Index and Regulatory Quality exerted the most substantial influence, as evidenced by a one-unit increase in these variables correlating with labor productivity surging by 76.95 and 13.28, respectively. Furthermore, the strong correlation between the projected evolution of the human resources management market and the sectors of artificial intelligence and analytics in personnel management was substantiated. The findings revealed a comparative analysis of implementing digital HR technologies within companies across countries with different levels of development. It was shown that developed countries leverage these technologies with a more strategic orientation, while developing nations tend to prioritize operational efficiency and adaptation to crises. The insights obtained can be utilized at the macroeconomic level to inform policy directions aimed at increasing labor productivity, and at the microeconomic level for the formulation of robust human resource management strategies.

The object of the study is the digitalization of enterprises in the field of crop production to increase production efficiency. The problem of assessing the level of digitalization of enterprises in the crop industry and the effectiveness of implementing an industry-specific regional digital platform has been solved. The results of the study were obtained: – the analysis showed the absence of companies with an active level of digitalization, while a third (29%) have a stagnant level; – the implementation of the digital platform provides a return on investment of 25.2%; – a positive dependence of the revenue growth potential on the ADA integral score (β1 = 0.327, p = 0.002) was revealed; – the analysis showed a payback period of 0.80 years in a realistic scenario; – in the cost structure for the implementation of the digital platform, the majority (43.2%) is allocated to the technical infrastructure. The results of the study are explained by the use of the ADA model, which allows a comprehensive assessment of the level of digitalization of crop production enterprises, taking into account industry and regional specifics. The specifics of the results obtained are that this paper offers not only an assessment of the current state of digitalization, but also practical recommendations for the implementation of a digital platform adapted to the needs of the region. The practical significance of the study lies in the proposal of a specific methodology for assessing the level of digitalization of crop production enterprises. In addition, the implementation of the digital platform will create a unified information environment for all market participants, reduce costs, optimize production processes and improve interaction between stakeholders. The results of the study can be used by government agencies, agricultural enterprises and developers of digital solutions for agriculture