Introduction.Health care is one of the strategic branches of socio-economic life in Ukraine.It is a basis for formation of national human capital, since the health status is one of the factors for its formation.From the development level of health institutions and th development of the healthcare network depends the quality of medical care in any country.But nevertheless, the medical personnel are a key element of such system.They are the providers of health services and thus, the analysis of theoretical and methodological concepts of forming human capital of medical staff is urgent nowadays.Purpose of this paper is to form theoretical and methodological concepts for forming the human capital in the medical establishment.The methodological basis of the paper is the complex of methods, including methods of scientific cognition, analysis and synthesis, systematization and scientific abstraction.The informational basis of the conducted research is the scientific works of the domestic and foreign scientists in the sphere of management and organization of health care, personnel management, statistical data of the State Statistics Service of Ukraine, legal and regulatory documents of Ministry of Health of Ukraine.Results.In the paper definitions of the human capital are analyzed.Channeling investment to the human organizations of different property forms and activities.The problem of development of human capital in the medical education is considered.The conditions of forming human capital at the medical establishment are researched.Originality.into account the modern reformation of health sphere.Conclusion.Practical importance of the scientific research results lies in defining the modern paradigm of personnel management for healthcare facilities, which is important for the further development of the Ukraine.

Introduction. A key element of the study of economic relations in the high-quality animal products market is the disclosure of the theoretical and methodological bases of pricing. Pricing processes directly affect the results of public reproduction in the agricultural sector, determine the satisfaction of the population's needs for basic animal products. The problems of securing high rates of livestock intensification in the current conditions and raising the standard of living of the population cannot be solved without establishing an effective pricing mechanism and harmonization of price proportions in the agro-industrial complex. The purpose of the article is to determine the principles and methods of pricing for high quality animal products in modern conditions. Results. The need to develop a systematic concept of price based on the study of the impact on the price of a number of interrelated factors is substantiated. To substantiate this concept, the toolkit for the concept of alternative value of goods was used. It is proved that price is a form of monetary value of goods. It is formed under the influence of a system of pricing factors (economic, technological, psychological, political, etc.) that have different orientations and potentials of influence depending on a particular situation for a certain period of time. The pricing process is related not only to production but also to market conditions. The principles and methods of pricing for high quality livestock products in modern conditions are determined. The basic principles of pricing, along with the scientific, goal-oriented, continuity, include the principles of proportionality and adequacy. It is concluded that the application of pricing methods with a focus on demand and competition in the context of large scale falsification of products, with the predominance of oligopolistic environment does not ensure the establishment of a price for high quality animal products, which will guarantee at least a simple reproduction. Originality. Theoretical approaches to substantiating the systematic concept of pricing for high-quality livestock products have been further developed. Such approaches are a logical continuation of the part of economic theory that has been called value theory by prominent representatives of economic thought. A conceptual clause has been formed whereby value as an economic category expresses the subjective aspect of the perception of the goods, both by the consumer (on the basis of its usefulness, rarity), and by the producer (on the basis of awareness of the alternative value of the goods, i . e . the value of lost opportunities from alternative use of resources). Conclusions. The existing animal husbandry support methods in Ukraine are insufficient and ineffective and do not provide equivalent cross-sectoral exchange. Partial compensation for interest rates on loans, some subsidies for livestock production and milk production, and partial compensation for fixed assets indirectly influence the increase in animal products production. For a commodity producer, the main motive for his activity is to obtain income from the sale of products, at the expense of which it is possible to cover the available costs. Therefore, the most rational method of stimulating the production of high quality animal products is the introduction of a mechanism of government support for purchase prices, which will create economic interest in increasing its output and sale.

Introduction. The competitiveness of land use within a market economy is determined by the equation of capital expenditures, labor power that integrates land into a single engineering procedure, as well as natural and anthropogenic means with the help of which land resources are leveraged, and soil fertility is restored by rational organization of the system of adaptive-landscape specific agriculture. Therefore, the relevance of research of environmental efficiency of land resources management as the basis of sustainable rural development is beyond any reasonable doubt.Purpose. The purpose of the article is to investigate the environmental efficiency of land resources management and its impact on sustainable rural development.Results. Based on the research findings of the totality of indicators of environmental efficiency of land resources management, we will distinguish those ones that make important analysis findings at the national level for such land resources agents as micro agents; mini-agents; general agents; the state; local agents; global agents. Among all the test items of environmental efficiency of land resources management, the agent of land interests “the state” responds to 26 indicators. In addition to the existing indicators, a number of multiplicative metrics has been added for analysis. By expertise, among the presented indicators we have selected 15 under three criteria – anthropogenic impact, reproduction, harmonization. At the same time, in the author's opinion, the environmental efficiency of land resources management of the rural economic sector is to ensure the efficient land use as a constituent of the environment. With provision for expert estimation, we have offered a set of evaluative criteria for the level of environmental efficiency of land resources management of the rural economic sector.Originality. There has been proposed the map of forecast impacts of indicators of environmental efficiency of land resources management, which shows an extremely high level of influence of environmental component of sustainable development on the integral estimation of land resources management, in particular indicators of the amount of used agricultural chemicals per 1 ha of area under crops, land resources usage per a unit of gross production, proportion of sunflower and bird rape in cropping system. A computer program was used to predict the change in the value of integrated efficiency of land resources management using the proposed methodological approach. This computer program, taking into account interinfluences, makes it possible to calculate the predictive influence ranking of indicators on the assessment of the integrated efficiency of land resources management.Conclusion. The article deals with the possibilities of land resources management within the framework of sustainable development of rural territories. The criteria for environmental efficiency of land resources management include: anthropogenic impact – the main indicator – the usage of agricultural chemicals per 1 ha of area under crops; reproduction – environmental and agrochemical assessment of soils; harmonization – the relative gravity of eroded lands acreage in the structure of agricultural fields. Multiplicative indicators, the essence of which is to assess the intensity and efficiency of the parties to land relations, are taken into account for each type of efficiency of land resources management. We have implemented the matrix of forecasts of integral efficiency of land resources management in the rural economic sector in reliance on the method of criterion diagnostics, which is based on the use of a program that takes into account maps of forecast impacts of indicators of environmental efficiency of conditional, relative and absolute input indicators. The practical importance of the obtained research results is that we not only have calculated the predictive rating of the impact of the criterion indicators on the assessment of the integrated efficiency of land resources management, but also the results of the change to 1 conditional score of the input indicator. This technique permitted to reveal the most significant influence on the effectiveness of specific environmental indicators – livestock density and specific gravity of the area under crops, fertilized with organic fertilizers, which indicates the impossibility of effective land use without livestock-raising development.

In a transformational economy, increasing instability of the external environment, increasing threats and risks, the effective development of domestic business structures depends to a large extent on the level of knowledge and skills required by their staff. Higher education and the creation of a national network of specialist training and retraining facilities in line with market needs should be a key sector of ensuring national competitiveness and financial and economic security of domestic enterprises in the creative economy. For a number of reasons, domestic higher education institutions annually have a shortage of entrants, and the business is in dire need of highly qualified specialists, whose level and quality of training meet the current needs of production. The priority direction for solving this problem is the creation of corporate universities, which are a field of transfer, development, processing of new knowledge and social experience in the field of "higher education institution ‒ business". Various models (forms) of corporate universities fulfill the main mission: training and retraining of personnel for modern business, ensuring their financial and economic security, in particular.

Introduction. Given the difficult economic and geopolitical situation in the country, there is an urgent need to manage risks in order to ensure a stable economic security of the business entity. The risk-oriented approach to management in the process of ensuring economic security makes it possible to maintain a stable financial and economic condition of the enterprise in the conditions of uncertain environment.Purpose. The purpose of the article is research into identifying risks in a malting enterprise, identifying strategic priorities for risk management for the brewer, and investigating the functioning of the HACCP system in the enterprise.Results. In the process of risk research at the enterprise responsible persons were identified, assets valuable to the company were identified. A number of different types of risks, which cause the seasonality of realization of the main product of the company, are also identified. The unstable source of market, political, tax and financial risks for the analyzed period remains the instability of the geopolitical and economic situation in the country. It is revealed that the main risk component of the enterprise activity is the weak raw material base of Ukraine, as well as seasonal fluctuations in the cost of energy resources. In recent years, the main danger has been the increase in the cost of energy, the rise in prices of raw materials. Also, due to the seasonality of raw material purchases, there is a need to attract significant amounts of borrowing. The overall responsibility for creating and overseeing the risk management structure rests with the CEO. The enterprise has a risk management policy, which aims at identifying and analyzing risks, setting risk limits and controls, and monitoring risks.Originality. Risk identification is the first and most important step in the risk management chain. An example of a typical brewery enterprise identifies and analyzes assets that are the enterprise's core value and at the same time may carry a number of latent risks. The use of the HACCP method for risk identification, impact assessment and risk assessment of a typical malt establishment, which is a legal requirement for food businesses, is illustrated. On the basis of analysis and identification, a list of risks specific to the malt production enterprise has been formed.Conclusion. Risk identification in a modern enterprise is a very important step in the process of successful risk management. In order to ensure the sustainability of the economic development of the enterprise, it is necessary to implement a risk-oriented approach to management. This will enable timely identification of dangers, risks, threats, uncertainties - all that can be the reason for the violation of economic stability and prosperity of doing business. In today's difficult conditions of geopolitical and economic situation in the country, the priority of both big and small business should be maintaining the existing level of economic sustainability and ensuring it for the future.

The article the author's definition of strategic management of financial and economic security is proposed. Specifics of the formation of strategies for the provision of financial and economic security of economic structures are specified. The list of main challenges and risks for the financial and economic security of domestic enterprises is determined. The author's approach to organization of the process of introduction of strategic management of financial and economic security at enterprises is offered. Strategic benchmarks for managing financial and economic security in accordance with business expectations of Ukrainian enterprises are established.

Introduction. Efficiency of functioning agriculture, in modern conditions, largely depends on the rational placement and specialization of production, which in turn ensure the efficient use of natural and climatic conditions and resources of individual enterprises, industries, regions, and the state. The Transcarpathian region is endowed with particularly diverse conditions, as it is located in three natural-economic zones (mountain, foothill, lowland).Purpose. The main purpose of this study is to highlight the features of specialization of agricultural production due to the natural and economic features of the selected areas of the region and to determine their impact on agriculture in the Transcarpathian region.Results. The analysis of specialization of agricultural production in the Transcarpathian region showed that, in general, in the recent years, the structure of agricultural production remained relatively evenly distributed between the crop and livestock production, and there were slight changes in the direction of increasing or decreasing production volumes. The largest number of economic entities in the agricultural sector of the region's economy are households. Agricultural enterprises specialize more in the production of crop products, and households favor the livestock industry. Based on the analysis of the dynamics of crop production and livestock production in the context of districts and natural and economic zones, it is evident that agricultural producers of the foothills of the Transcarpathian region are the ones most important for animal husbandry, namely cattle, sheep and goat breeding. The crop producers specialize in the lowland area of the region, where they mainly grow grain and potatoes, and more than half of the fruits and berries are harvested in the foothills of the region.Originality. Regional specialization, which is formed on the basis of the influence of climatic conditions and factors, as well as the geographical location of natural-economic zones and administrative-territorial units, should take into account the resource supply of the region, including land as a resource and the corresponding qualified personnel, should take into account the situation, which has developed in the market of agricultural products. At the same time, production efficiency will be high in all types of farms, if their specialization fully meets the specified conditions and the transition to strategic management in all branches of production and sales of products is made. The complicated natural conditions of the Transcarpathian region, on the one hand, become an obstacle to the development of agricultural production, especially crop production in the territories with mountainous terrain, and on the other - a special ecological and natural environment forms favorable conditions for the development of such strategic and economic zones in the mountainous and foothill zones activities such as farm or rural tourism, and promotes the production of environmentally friendly products by landowners.Conclusion. Based on the conducted research, it is revealed that specialized farms have an advantage in the results of agricultural activity. Specialization helps to increase the economic efficiency of agricultural production, to choose the optimal channels of sale, to improve the material and technical base, to improve the quality and competitiveness of products, to select the production that is the one that is in demand among consumers and is formed on the basis of consideration of natural climatic factors and geographical location natural and climatic zones, administrative regions, which will allow to produce competitive products.

Introduction. The development of economy, the introduction of technologies, the renewal of the main productive assets, the creation of workplaces and other components contributing to the development of the country, regions and industries is impossible without the attraction of foreign investments in Ukraine. The attraction of foreign capital will help to restructure the economy, reduce its technical and technological backwardness, and increase the competitiveness of domestic products on the world market. Therefore, there is a need to study the investment process in Ukraine in the context of the experience of the countries with transition economy. Purpose. The purpose of the paper is to analyze the state of investment activity in Ukraine in the context of Polish experience and to find the way for its improvement. Results. The conducted research allows to confirm that the state of investment activity in Ukraine is unsatisfactory. In recent years, the level of investment attractiveness of our country has decreased, as evidenced by falling direct foreign investment. There are no investments in Ukraine for the following reasons: unstable political situation, high corruption of the government, the lack of legal protection of investor’s rights, the lack of land market. The most attractive branches of the Ukrainian economy to attract investments are found and analyzed. The expediency of using Polish experience in attracting investment is substantiated. Over the last three years, the volume of capital investments in the Polish economy has increased by 2.5 times, and the annual growth rate of investment is 44.2%. An example of Polish experience has proved the feasibility of creating special economic zones for rapid investment attraction. The ways to improve the investment climate in Ukraine are proposed on the basis of Polish experience. Originality. The state of investment activity in Ukraine is studied; it is compared with the investment activity in Poland. The Polish example shows the need to create special economic zones. A complex of necessary changes is developed to improve the investment attractiveness of Ukraine. In particular, in the field of investment policy, it is recommended: - to introduce the stimulation of investment activity; - to provide monitoring and control over the efficient use of resources; - to create projects on the basis of public-private partnership; - to promote the development of cooperation with international financial institutions in the sphere of investment activity at the level of the state; - to develop a regulatory framework including a system of investment protection and legal guarantees, the protection of private property of investment entities, the change of tax, customs and land legislation to promote investment activity; - to modernize the investment market through the development and implementation of clear criteria for investment projects, the state support of investment projects in the priority directions of economic development of Ukraine, the implementation of transparency of the process of obtaining state financing of investment projects. Conclusion. The experience of Poland shows that the active investment activity takes place when an effective legislative framework and an attractive investment climate are created in the country. In addition, the country should stimulate the transition of the economy to the innovative type of the extended reproduction and give priority to investments in high technology and intellectual capital. In our case, it is expedient to study the experience of the Polish government and apply it in Ukraine considering the interests of most economic subjects of investment, giving them an opportunity to pursue their own economic strategy focusing on the interests of the society.

The procedure of the qualitative fractal analysis of long term time series for agricultural soils' electrical conductivity parameters, for which the hypothesis of trend existence isn't confirmed, with application of the methods of nonlinear dynamics, theory of chaos and phase trajectories, is presented. The real time series characterizing mentioned above electrical conductivity parameters of Ukrainian soils is considered. The basis for similar researches is Taren's theorem. The randomness of the studied dynamical system given by time realizations is established by means of Lyapunov's indicator. The state stability is estimated by Hausdorf 's fractal dimension and the fractality index. Visual evaluation of the time series was carried out by means of the phase trajectory restoration procedure. As a result of the analysis of phase points in the phase space the split attractor is indicated, which gives the chaise to speak about its bifurcation.

The paper deals with the analysis of the main preconditions to develop the strategy of the green brand promotion with the purpose to attract additional green investment to the company's development. In this case, the authors allocated the main features of green investment which should be taken into account during the developing of the marketing program to promote the green brand of the company. The authors identified the main approaches to define the meaning of a green brand. Thus, in the paper, the authors defined the green brand as the unique symbols, signs, words or combinations of them which developed the green imagination about the company which operations correspond to the sustainable development goals. In the paper, the authors allocated the main drivers of the green brand as follows: green brand equity, green trust and green satisfaction. Besides, green brand equity has a mediating role between green trust and green satisfaction. With the purpose to increase the efficiency of the marketing program to promote green brand the authors generalized the main principals which should be considered by the companies. The authors highlighted that using greenwashing lead to the huge reputation loses. Besides, greenwashing decreases the level of trust to the green brand among stakeholders of the green investment market. The authors proposed to solve the abovementioned problem through the publication in free access to the nonfinancial report by the company on a regular basis. In addition, it should be obligatory and to control by the government. In the paper, the theoretical basis of the linking between sustainability, green brand perception and company policy performance was identified by the authors.