СТАН І ТЕНДЕНЦІЇ РОЗВИТКУ ІТ-РИНКУ В УКРАЇНІ В СУЧАСНИХ УМОВАХ

The article deals with the foreign and domestic experience of IT market development from the point of view of informatization of society as one of the most characteristic features of modern development of public relations, when the intellectual component becomes the basis for further improvement of scientific and technical and technological developments. The main distinctive features of the forms of appropriation and alienation of the information product in society are determined. The attention is focused on the structure of the world market of information and telecommunication services, the dynamics of their exports, the dominant demand of the world IT market for software, IT services and general IT. The main trends in the development of the Ukrainian IT industry, its problems and prospects are noted. The level of development of Ukrainian IT market in different segments is determined. It is concluded that the IT market of Ukraine is largely represented by the provision of services by domestic IT-specialists to foreign corporations in the form of outsourcing. The role of information as a sign of informatization of the economy and its impact on all sectors of productive and non-productive spheres of activity is emphasized. It is noted that the informatization of the economy has an impact on various spheres of public life, creating a material basis for the automation of management processes, which ultimately makes this process more perfect and productive. These changes in the perception of information are associated with the transformation of it into a productive resource, and thus - a factor in social production. It is emphasized that in the current conditions the essence of economic relations in society is determined not by capital, but by the process of accumulation and usage of knowledge. The world experience in the formation of the domestic model of information technology and services is analyzed. Prospects for further research of the domestic IT industry are identified.

The article deals with the current state of the information technology market in Ukraine, the role of human capital and peculiarities of its influence on the country's foreign economic activity. The basic processes and tendencies of Ukrainian IT market functioning, the main prospects of IT sector development were analyzed as well as the main problems of the information technology market and directions of their solution. At present, the internal IT service market in Ukraine meets the following characteristics: minimization of IT service costs; infringement of intellectual property law; satisfactory demand for IT services; shortage supply of qualified IT specialists due to imbalances in the training of technical specialists in higher education institutions; imperfection of IT management in companies leads to the inability to implement the growth strategy. There are two main factors that stimulate the development of the internal IT sector: first, is a human capital situation; second, is a public policy and its priorities in supporting competitive industries. The key success factor of a rapid development of foreign economic activity in Ukraine is to establish balance between the external and internal IT service markets. In order to improve the foreign economic activity of Ukraine, it is necessary for the state and the owners of IT companies to force on the development of the internal IT service market as the low level of the internal market hinders the development of the external IT relationships. The internal sector is not attractive to IT companies usually because of low pay and poor management quality. Therefore, in our work we considered in details the problems related to human capital in the search of any opportunities for the development of foreign economic activity of our country. It was concluded that IT market will remain one of the most prospective sectors of Ukraine that develops its foreign economic activity.

The purpose of the study is to identify the features and problems of diffusion of the client base of IT enterprises in Ukraine, to develop recommendations for solution of the latter. The article outlines the general situation in the IT market, in particular, draws attention to its turbulence and high instability of consumer preferences, when supply in the market dominates over demand. The components of the concept of «diffusion of client bases of enterprises» are considered. Under the concept of «diffusion» it is proposed to consider the conception that describes the patterns of distribution of cultural, social, economic and other phenomena, initially concentrated in one or more places, which imply the presence of a certain share of uncertainties, and «client base» – as the main source of business and income of the enterprise, containing information about both existing and potential clients. The main advantages of maintaining a client base of activities are presented, in particular: preservation of data; transfer of a client from one manager to another; analysis of the market situation; assessment of the target audience; formation of marketing strategy and business development. It is noted that client-oriented business management allows to increase the profit and overall efficiency of the enterprise by increasing the amount of revenue from the existing client base, as well as by optimizing operating costs. The stages of formation of the client base of activity for IT enterprises are proposed and detailed as: planning, development, implementation, and analysis. Attention is drawn to the matter that the main indicator of the diffusion of the client base of an IT enterprise is the «drawdown» of sales, which can be caused by both internal and external factors of influence. The statistics of changes in the geography of hiring on the example of the largest domestic IT enterprises, which is one of the indicators of client behavior, has been studied. It is noted that large enterprises do not experience the diffusion of the client base of activity to the same extent as it happens with small companies, so the diffusion of the client base of IT enterprises from Ukraine is not a mass phenomenon. Recommendations to encourage clients to cooperate with Ukrainian IT companies are proposed. Prospects for further research in this direction are the study of the specifics of the recovery of global demand in the IT industry after the recession.

The strategic importance of forming a national innovation system has been confirmed in the theories of Kondratiev, Schumpeter and Freeman. Rapid technological development orients economic entities to strengthen their competitive advantages in the global IT market. The opportunities created by IT technologies during the pandemic phase of global economic development are extremely important for countries with economies in transition and developing countries. The article is devoted to determining the advantages of Ukraine in the global IT market based on rapid analysis of the national IT sector. The specialized incentives of Ukrainian state government institutions in the framework of tax, immigration, investment policies, reforms of the institutional sphere and higher education have been identified, which in the medium term allow expecting increased investment attractiveness of the national IT sector. The growing orientation of the IT sector of Ukraine to exports, in particular, the focus on the regions of North America and the European Union has been identified. On the one hand, the dynamic development of business process outsourcing services in the country, and the shortage of digital skills in Sweden and Denmark on the other, open new prospects for Ukraine in the Scandinavian markets. It has been identified that today the relatively low labor costs of the IT sector, growth of human resources based on the upward dynamics of the number of graduates, high quality technological education, significant level of integrated skills are the main competitive advantages of Ukraine in the world IT market. It has been stated that the human resources potential of the IT sector of Ukraine on the basis of geographical distribution is concentrated in Kyiv, Lviv and Kharkiv. It has been hypothesized that the location of R&D offices in Ukraine by world technology leaders and the growth of precedents of successful Ukrainian startups (such as Grammarly, People.ai, Readdle, Attendify, MacPaw) will increase the concentration of scientific and technological potential. It has been concluded that in these conditions international projects with the participation of Ukrainian IT specialists become relevant.

The aim of the article is to analyze the current trends in the IT industry in Ukraine, identify the key problems of the sector caused by russia’s military aggression, and identify areas of activation that will contribute to the development and adaptation of the sector to the challenges of the external environment. The information technology market is one of the driving forces of all sectors of the national economy, the State and regional administration, science and education, etc. In the context of globalization and the European integration of Ukraine, it should be borne in mind that the domestic IT sector is one of the most promising sectors of the economy. Mobility and quick adaptability to challenges allows the IT industry to be an important pillar of Ukraine during the wartime and will help in the period of post-war recovery. The article analyzes the trends in the development of the IT sector for 2018–2023, it was noted that the crisis shocks associated with the coronavirus pandemic, which significantly affected the business of many industries, did not harm the activities of companies in the IT sector. However, russia’s full-scale invasion in 2022 affected the positive dynamics of IT companies’ performance indicators and slowed down the growth rate of the IT sector. The article analyzes the factors that cause the slowdown in the development of the IT industry. In particular, the influence of both factors that have a global context and internal factors caused by the destructive pressure of war is considered. The article also specifies the tendency to reduce the number of specialists in domestic IT companies and considers its main causes. The areas that need to be activated in order for the IT industry to remain resilient, adapting to the challenges of the external environment, and continuing its development are allocated. The preserved positive dynamics of the performance of IT companies in the face of the full-scale invasion, the high level and demand for our IT specialists in the foreign and domestic markets indicate the accumulated significant potential and the ability of the IT sector to adapt quickly. The directions of activation proposed in the article will contribute to the further development of the IT sector.

Results of a study of macroeconomic effects from foreign economic activities of IT business in Ukraine and its revealed development patterns are presented in the article. It was found that the domestic IT business gained the increasingly more features of the international business, which is very important in addressing the issues related with securing the advantages of doing IT business in Ukraine and building up the institutional framework required for it.
 The study revealed that the increased scopes of services in creating software design, data processing and databases, techniques, provided by the IT sector in Ukraine, had a considerable positive effect for the exports of external services and the overall trade balance of services in Ukraine. It could be achieved due to the adaptation of the Ukrainian IT sector, in particular its organizational forms, to the specifics of foreign economic activities. 
 The analysis laid the basis for elaborating recommendations for securing the advantages of doing IT business in Ukraine and building up the relevant institutional framework that would allow for effective utilization of the potentials available with the domestic IT business.

This article examines the gaming industry as one of the important niches that occupies one of the most important places in the world economy. The world's game publishers outperform some established corporations in economic potential, and even compete with business giants. It is noted that the gaming sector of the economy is associated with the production, promotion and sale of computer games and consists of a large number of specialties that employ people around the world. It is determined that the gaming industry is associated with the development of new technologies, namely the development of CPUs and other components of digital devices, which in turn serves as a powerful development of the economy. The article analyzes the clas-sification of games by access conditions and gives examples. The main players in the gaming industry market in Ukraine and the world in terms of gross turnover for 2019 have been identified. The value chain of the gaming industry is considered as six interrelated levels. The largest consumers of video games are countries such as the United States, China, Japan, where profits from the video game market significantly affect the state of the economy. An analysis of a number of problems faced by the gam-ing industry in Ukraine: game publishing, underdeveloped domestic gaming IT market, the outflow of highly qualified personnel abroad, piracy, there is no targeted legislation that would be related to publishing. The state does not regulate the publishing process and the localization of foreign innovations, although the gaming industry is a profitable business. The category of mobile games is quite developed in Ukraine. This is a very promising niche of the gaming market, which does not require high quality staff and modern technological base. The annual increase in the development potential of IT companies in Ukraine, the low level of competition in the domestic market and the significant number of graduates of the programming specialty provide opportunities for the growth of the video game market. It should also be noted about the promotion of e-sports, because every year it catches the eye of more and more new people who are potential consumers. So today e-sports is a huge media market, for many marketing companies it is a great chance to promote their products.

Today, information technology in one way or another covers almost all spheres of human life. The world economy is gradually moving into the Internet space. In the context of globalization of the economy, the competitiveness of the State is increasingly determined by the degree of development and practical use of information technologies, which today are an instrument for the development of the modern economy. The article graphically presents the dependence of the level of economic development of countries on the level of spending on information technology. The classical structure of the IT sector and legislative definition of the main categories, including: information service, information product and information technology, are provided. Ukraine’s positions in international IT ratings and in some related rankings are determined. It is determined that in recent years Ukrainian IT enterprises occupy advanced or leading positions and demonstrate positive dynamics of their own activities. The reasons for this rise, despite the general economic backwardness, can be considered an impressive growth of the software development market, as evidenced by statistics of the World Bank, PwC, the Association «IT-Ukrayina» and the State Statistics Service of Ukraine. The structure and dynamics of exports of IT services in Ukraine is analyzed. The main consumers have been identified. The analysis of tax revenues to the State budget from the activities of IT enterprises and freelancers in this sphere is carried out. It is defined that the growth of demand for Ukrainian IT services is facilitated by: financial factor, slight sensitivity of IT in Ukraine to economic fluctuations, prestige of work in the IT sphere in Ukraine, historically strong side of technical education, reduction of bureaucracy and positive trends in the taxation system, geographical location of the country. In addition, the largest asset of the IT industry in Ukraine is a huge pool of IT professionals, which has no analogues in the quality of skills.

Despite growing demand, the information technology (IT) field suffers from a labor shortage compounded by the underrepresentation of women in the IT field. This study examined predictors of occupational and organizational commitment outcomes among IT professionals and explored gender differences and similarities in the relative importance of predictors. 1,229 IT professionals provided web-based survey data, which were analyzed using hierarchical linear modeling and relative weight analysis. Satisfaction with growth opportunities, job security, job stress, and work–family culture generally were related to commitment outcomes as expected, accounting for the greatest variance in organizational commitment. Relative weights for men and women differed in the prediction of occupational commitment, where growth satisfaction and work–family culture were weighted more strongly by women and job stress was more strongly weighted by men. For organizational commitment, the relative weights among predictors were similar for men and women, except that men weighted job security more strongly than women. Findings suggest that garnering commitment to the IT field requires a gender-specific approach, highlighting growth and work–family support for women and addressing job stress for men. Increasing organizational commitment for both men and women calls for an emphasis on opportunities for growth and development. This is the first study to simultaneously examine predictors for organizational and occupational commitment among IT professionals and to assess the relative importance of predictors discussed in the extant literature. Results inform efforts to increase retention in the IT field and provide guidance for improving the representation of women in IT.

In the context of global competition and ongoing martial law, Ukrainian information technology enterprises face a complex set of challenges that significantly affect their competitive positions: talent outflow, energy crisis, rising customer acquisition costs, and intensified competition from countries with lower labour costs. At the same time, the IT sector remains one of the few segments of the economy demonstrating resilience and retaining its status as a key export driver. The relevance of the study is driven by the need for an objective assessment of the current level of competitiveness of domestic IT enterprises and the identification of strategic directions for its enhancement in the medium term. The purpose of the article is to conduct a comprehensive analysis of the competitiveness of Ukrainian information technology enterprises under conditions of global competition and martial law, to identify key constraining factors, and to substantiate priority directions for strengthening competitiveness in 2025–2028. The article examines the dynamics of the Ukrainian IT sector development in 2020–2025. It is established that Ukraine ranks 4th in Eastern Europe and 25th globally in IT services exports while demonstrating high efficiency. The country’s positions in international rankings (Global Competitiveness Index – 85th place; AI Readiness Index 30th place) are evaluated. Key internal (outflow of 18–20% of specialists, low R&D funding) and external (intensified competition from India and the Philippines, 20–25% increase in CAC) constraining factors are identified. A SWOT analysis confirmed the sector’s strengths (human capital, nearshoring advantage, Diia.City) and critical weaknesses (brain drain, infrastructure risks). Based on the research results, six priority directions for enhancing competitiveness are substantiated: development of specialised technology hubs, strengthening university-business cooperation, expansion of state support through Diia.City and grants, focus on high value-added niches (AI, DefenseTech, HealthTech), building the international brand “Ukraine Tech”, and talent retention and repatriation programmes.

The full-scale war gave impetus to significant migration trends that caused dramatic changes in Ukraine’s economy. Such trends have spread not only to people from the temporarily occupied territories, territories where active hostilities are taking place and there is a threat of shelling, but also intensified the relocation of various enterprises. There was a need to quickly move the assets of enterprises, employees and their families. The nature of such relocation and approaches to its implementation were different, supported by the authorities of Ukraine and other host countries, and depended mainly on the financial capacity of entrepreneurs, readiness to change location and a set of subjective factors, including the type of economic activity. Thus, the article is devoted to the study of the processes of relocation of Ukrainian high-tech companies, most of which are traditionally concentrated in the IT sector. The aim of the article is to study the strategies of relocation of Ukrainian high-tech enterprises during the wartime, to determine the factors influencing the adoption and implementation of decisions on relocation in critical conditions and conditions of uncertainty. The positive trends in the development of the domestic IT sphere before the full-scale invasion are analyzed, including entering the international arena as an outsourcer for Western countries. New challenges, and therefore new opportunities for the development of technologies and the high-tech industry caused by the war, are considered. The concept of relocation, its types and levels are identified. The main difficulties and efficiency of relocation of IT firms are defined, which depend on taking into account localization, the amount of costs, involvement of personnel, customers and partners, time and effort for a relocation, as well as on the reputation of firms and opportunities for their development. Each relocation is a unique economic and social phenomenon, and the impact on an IT firm may vary depending on the specific circumstances. It is quite important to plan and coordinate relocation processes to maximize benefits and reduce possible negative consequences. There is a difference in planning, coordinating, and financing the relocation process between large and small IT companies. The factors influencing the decision-making on relocation are classified. The development and implementation of relocation strategies took various forms. IT companies have demonstrated high adaptability and independence of action in the face of uncertainty and threats. The article conducts a SWOT analysis of Ukrainian high-tech enterprises, proposes typical scenarios for the development of events during relocation in the conditions of wartime in the form of a matrix of strategies. The relocation of Ukrainian IT companies took place on a significant scale, in some cases these processes began to be planned and even implemented even before the full-scale invasion for security reasons. The regional model of relocation was marked by the presence of powerful regional IT ecosystems, a focus on previous business contacts and family ties, relocation mainly to large cities, and the activities of organizations to support Ukrainian businesses during relocation within the borders of Ukraine and abroad.

This paper investigates the current state and prospects of the development of the European IT services market. A detailed analysis of the economic indicators of the IT market in European countries has been conducted. Marketing characteristics of the external market of IT services were considered, in whose formation a leading role belongs to export deliveries. It has been determined that the capacity of the international segment of the IT services market in most European countries increases by an average of 20 % annually, and the share of IT technologies exports in the overall export structure exceeds 8 %. The forecast of changes in the internal market of IT technologies in the post-Soviet countries was analyzed. Based on the results, it was concluded that in the future the capacity of the domestic IT services market could increase and, in 2024, in particular in Ukraine, would exceed the volume of USD 2 billion. The results of studying the level of prices for IT services in the post-Soviet countries suggest that they mainly correspond to the prices for similar services in different groups of European countries (with different material capabilities). That means that for IT service consumers in countries with a low standard of living, price characteristics are not an obstacle to obtaining the highest quality services from domestic or foreign suppliers. The role and importance of personnel support of the information industry, which is key in the formation and development of the IT services market, have been determined. It has been proven that specialists who attained IT education mostly work according to the skills and competencies obtained, which distinguishes them favorably from specialists in other fields. Despite the tendencies of a certain outflow of specialists outside the countries with a low living level, the number of IT specialists is growing progressively in their economies. In many ways, these trends are facilitated by an increase in the number of graduates from specialized educational institutions.

The article considers the consequences of foreign sanctions for the Russian information technology sector, the main measures to support the development of information technologies and digitalization of the country as a whole by the Russian government, features of the third package of measures to support domestic IT companies in 2022. The need to increase the competitive potential of the company through the use of a professional product manager or product manager is justified. The role of specialists of this type in Russia in the context of international market changes, features of the evolution of Russian product managers, the potential and points of growth of this profession were studied. The specifics of the work of the product manager in Russian companies are described. A deep analysis of the state of affairs in the domestic IT industry in the context of import substitution, acceleration of digitalization processes, features of the development of Russian software companies, online trading, marketplaces, features and measures of state support for these companies was carried out. Based on the statistical studies carried out, the prospects for the development of domestic IT companies are shown, which relied on the development of their own technologies due to the creation of current cyber-physical systems and modern competitive software, an analysis of the fastest growing Russian IT companies in 2022, the revenue turnover of the Russian IT sector over the past year was carried out. We considered the potential of the Russian IT business in the process of digital transformation, including due to the growth rate of net profit of new Russian leaders in this industry, awareness of the importance of the role of the product manager in the work of domestic IT companies.

The aim of this study was to determine the predispositions of the studied groups of students to work in the IT sector. The basis for predisposition assessment was their voluntary self-assessment of certain preferences, which are related to the theory of multiple intelligences of Professor Gardner. The study was conducted on a reference group of IT sector employees, assuming that they will be the model, to which the results of the study will be related. The method used to obtain data about the students’ predispositions was a test carried out in an auditorium mode or online. More than 500 students from several countries were surveyed and interesting statistical material was obtained allowing for comparison between groups. The most important result was to find a way to sort the students into groups in order from most similar in their aptitude to the market pattern to least. This made it possible to determine the boundary beyond which students could be considered selected for a job in the IT sector. Statistical hypotheses about the similarity of the student groups to the reference group were verified. The results were both positive, confirming that a large percentage of students have predispositions to work in the IT market, and less promising. The authors are convinced that the method can be applied all over the world, as they examined groups in very diverse countries, taking into account, for example, location, education system, culture or religion.

The rise and fall of England's National Programme for IT