Introduction. Digitization of Ukrainian enterprises is a complex process that is closely interconnected with state and global transformations in the field of implementation of modern information and communication and intellectual technologies, and requires the formation of innovative human capital capable of fully realizing the benefits of digitized economic activity. Purpose. The purpose of the study is to conduct a systematic analysis of the digitalization indicators of Ukrainian enterprises. Method (methodology). During conducting systematic analysis of digitalization indicators of Ukrainian enterprises the method of comparison, the method of informal content analysis, the graphical method and the method of generalization of information obtained from available sources of information were applied. Results. The article provides systematic analysis of digitalization indicators of Ukrainian enterprises. Research of a number of international organizations and research institutions has been systematized in order to identify changes in the tendencies of introduction of modern information and communication technologies and formulation of conclusions on the rationality of their use by domestic enterprises on the basis of studying the experience of the leading countries in this field. It is established that the existing digital ecosystem of Ukraine needs improvement, especially in the field of enhancing the digital and innovative culture of existing human capital of enterprises and the formation of digital competences of a new era already in the future profession education. The integral index of digital competitiveness of the Ukrainian enterprises which has been calculated on the basis of studying of indicators of activity of the Ukrainian enterprises at introduction of information and communication technologies is offered. According to the calculations, the underutilization of the digital opportunities, provided by modern information and communication technologies, by enterprises is established. The necessity of further modernization of domestic productions and providing them with modern means of work, which are capable to provide increase of competitiveness of domestic business and promotion of more intensive intellectualization of human capital is detected. Suggestions on the need to develop effective management tools that can facilitate coordination between existing policies in the field of digitalization of Ukrainian enterprises, stimulate domestic enterprises for active digital transformations and creating products with new consumer properties, ensure the formation of flexible ecosystems that can provide intellectualization of human capital of domestic enterprises in accordance with the requirements of the global business environment are made.

The purpose of this study is to generalize the existing theoretical approaches to the organization of the RPS deposit system and analyse the successful experience of their implementation in Slovakia with the aim of spreading them in Ukrainian realities. For decades, the management of food and beverage packaging waste has been a significant concern, closely tied to the circular economy and sustainable development. Effective waste collection systems are crucial for these goals, and they have garnered support from both global governments and leading companies. In Ukraine, the issue has become particularly pressing due to ongoing military conflict, with a large portion of the country both occupied and overwhelmed by waste. The lack of modern waste processing facilities exacerbates this problem, which Ukraine must address as it seeks EU membership. The European Union has long established legislation, such as Directive 94/62/EU, to regulate packaging waste, encouraging preventive measures and the reuse of packaging. Successful models from EU countries, such as Slovakia’s deposit system for bottles and cans, offer practical solutions that could be adapted to Ukraine’s context. The study employed methods of analysis, synthesis, and content analysis to explore DRS models across Europe and used panel regression analysis in R software to examine factors influencing municipal waste recycling in Slovakia. The research tested two hypotheses: one linking the volume of municipal waste processing to population income levels in Slovakia and another suggesting that the Slovak deposit return system (DRS) model could be optimal for Ukraine because of similarities in consumer behavior and market conditions. The results confirm that higher income levels are associated with lower municipal waste production, reflecting the influence of lifestyle and consumer behavior. In Slovakia, material incentives and the cost of deposit packaging are crucial motivators for waste collection, especially given the relatively lower incomes than those of other European countries. The research highlights that collecting used beverage packaging is crucial for managing household waste and supporting a circular economy. Deposit return systems (DRSs) have proven effective in many EU countries and are gaining popularity. The Slovak DRS model, involving the widespread use of vending machines in retail stores and balanced incentives across the beverage supply chain, is effective and could serve as a model for Ukraine, as it aligns its systems with EU standards.

The COVID-19 pandemic, and then the military aggression on the territory of Ukraine, had an extremely negative impact on the development of enterprises in all sectors of the state economy, personally affecting the air transport, which was forced to suspend its activities. The field of aviation services is traditionally characterized by the changing needs of customers, which causes a high degree of probability of dissatisfaction with the range and quality of aviation services provided by both domestic and international airlines. The dynamics of modern life and the business environment, the change in the ratio of work and free time increase the demand of the population for convenient and modern aviation services, putting increasingly high demands on the airlines that provide them to achieve competitive advantages. The main purpose of this study is to identify the place of personnel marketing in the airline’s anti-crisis management system. Within the framework of this article, a study of the structural elements of the marketing complex of the enterprise in the field of service provision was carried out; the structural ratio of personnel categories in world civil aviation is determined; the impact of the COVID-19 pandemic on the level of employment in world aviation is analysed; the dynamics of changes in personnel costs in global aviation under the influence of the COVID-19 pandemic are determined; the dynamics of changes in operating income and expenses for social needs of the airline “Ukraine International Airlines” under the influence of a number of crisis phenomena in the world and state economy are analysed. The methodological methods of the conducted research were the following methods: general scientific methods of analysis and synthesis, logical and situational analysis and partial methods specific to economic sciences (subject-object approach, economic and statistical analysis, grouping, comparison and classification). According to the results of the research, the authors proposed an algorithm for the process of bringing the airline out of the crisis, which takes into account the prerequisites that affected the decline in the economic performance of aviation sector enterprises and focuses on the importance of introducing personnel marketing to the anti-crisis management system. The authors recommend applying the proposed model of using personnel marketing in the processes of anti-crisis management of an airline in order to include corporate culture in the system of anti-crisis management of an airline as an important tool that will contribute to the development of the intellectual capital of the company and the generation of new ideas. The results and recommendations of the study have practical value for Ukrainian airlines regarding the integration of personnel marketing into the anti-crisis management system.

У статті визначено важливість врахування екологічної поведінки споживача при формуванні соціальної відповідальності бізнесу. Розглянуто сутність екологічної поведінки споживачів через призму класичних маркетингових категорій (мотиву (стимулу), потреби, запиту, товару, обміну, угоди та ринку). Визначено, що в контексті екологічної поведінки споживача ключовим мотивом є бажання людини почувати себе здоровою та оточувати себе відповідними матеріальними цінностями. Встановлено, що потреба в безпеці пояснює постійне зростання попиту на екологічні товари та бажання ряду споживачів поводитись екологічно правильно. Виявлено, що екологічне споживання найближчим часом набиратиме обертів за умови пропорційного зростання доходів населення та стабілізації глобальної економіки. Уточнено, що задля формулювання поняття «екологічний продукт» необхідною є розробка чіткої законодавчої регламентації процесу екологічного виробництва із відображенням усіх технологічних принципів виробництва та характеристик екологічного продукту.

Goal. The article is devoted to the study of the modification essence of competitive strategies as a result of the impact of crisis phenomena on the example of the activities of airlines. Methodology. Research methods include methods of scientific abstraction, observation, synthesis, generalization to highlight the key features of airlines competitive strategies, system-structural analysis of the market. The classification system of Porter's general strategies was applied in the airline sector. Results. Functional-level strategies in different areas of the firm, such as marketing, operations, finance, can only be properly developed when there is clear understanding of the overall business strategy. The article discusses general strategies that are available to all firms regardless of the sector, in accordance with Porter's view of activities differentiation and low cost, taking into account the breadth of operational goals. The focus was on airline operations, indicating the competitive strategies of full-service network carriers, low-cost carriers, integrated cargo carriers, regional airlines, charter airlines, and carrier-within-a-carrier airlines. These business models form the spectrum of strategic choices that will mix and function in hybrid forms as airlines continue to add nuance to their diverse approaches. The impact of crisis phenomena is direct factor in the hybridization of competitive strategies, although budget airlines have proven to be the most stable business models in terms of staff reduction. Scientific novelty. The competitive strategies of enterprises for the aviation sector and the business models of airlines, which respond to the global crisis challenges to varying degrees, are adapted, among which the budget business model is the most stable due to low operating costs. It was established that the business models of airlines are characterized by the approach of hybridization and mixing of business model features. Practical significance. The obtained results contribute the further development of theoretical approaches to the marketing research of airline activities, the analysis of the functioning of the air transport market. The materials reflect the generalization of competitive strategies of airlines.