The purpose of this article is to justify the concept of the Arctic infrastructural economy as a new and independent model of global development rather than a peripheral extension of the world economic system. The Arctic is interpret-ed as a strategic region where models of sustainable growth, international cooperation, and infrastructural diploma-cy are being tested. It represents a dynamic environment that combines economic, environmental, and security dimen-sions, forming a unique space of interaction between states, industries, and natural systems. From this perspective, the article seeks to expose how the Arctic fosters its own principles of balance among technological progress, ecological responsibility, and geopolitical stability.Unlike the traditional infrastructural economy, which relies on stable institutions, predictable markets, and short-term efficiency, the Arctic model is based on resilience, flexibility, and long-term adaptability. Infrastructure in this context becomes multifunctional, simultaneously supporting economic activity, research, communication, and securi-ty. The region develops through public-private partnerships, scientific collaboration, and international coordination, linking innovation with sustainability. In this way, the Arctic infrastructural economy emerges as a new conceptual framework where economy, ecology, and governance are integrated into a single system of durable equilibrium, shap-ing the future of global interdependence.The significance of this approach lies in recognizing the Arctic not merely as a geographic frontier but as a la-boratory of future infrastructural interaction. Here, the principles of sustainable development are tested under the most demanding conditions, forcing the integration of economic pragmatism with ecological ethics and strategic foresight. The Arctic infrastructural economy embodies a new logic of global cooperation, where competition and partnership coexist within shared frameworks of responsibility and technological innovation. This synthesis redefines the traditional understanding of development by linking security, environmental stewardship, and connectivity into one coherent model that reflects the emerging architecture of global governance in the twenty-first century.

The article reveals the essence, structure, and strategic significance of marketing pricing within the overall system of strategic management and marketing of an enterprise. It emphasizes that the pricing process is not an isolated economic function but an integral component of the company’s long-term development strategy, which determines its competitive behavior, market adaptability, and ability to maintain profitability under changing environmental conditions. The interrelation between marketing pricing policy, pricing processes, and marketing research on prices is identified as a key mechanism of managing the enterprise’s market activities. It is substantiated that effective pricing results from the integration of analytical tools, strategic thinking, and creative managerial decisions, which provide an optimal balance between profitability, market share, and consumer value perception. Special attention is devoted to the role of competitive price analysis as an essential tool for assessing the company’s strategic position in the market and identifying opportunities for strengthening its advantages. The study shows that a systematic and data-based analysis of competitors’ pricing behavior enables identifying tendencies of price fluctuations, evaluating elasticity of demand, estimating the level of consumer sensitivity, and detecting potential reserves of profitability. The use of advanced marketing analytics, digital monitoring, and predictive modeling tools contributes to the substantiation and flexibility of pricing decisions, ensuring their adaptability to changes in consumer preferences and the dynamics of market competition. The purpose of the research is to define the role and importance of marketing pricing in the system of strategic management and marketing, to substantiate the application of marketing and competitive analysis as tools of sustainable business development and long-term strategic planning. The findings demonstrate that the implementation of an integrated approach to pricing policy formation, based on the principles of strategic management, marketing analytics, and behavioral economics, allows enterprises to improve the quality of managerial decisions, strengthen competitive advantages, enhance market resilience, and achieve stable growth in conditions of uncertainty and competition.

The article examines the transformation of corporate communication policy in the experience economy era. The research objective is to develop methodological recommendations for forming enterprise communication policy using marketing tools in the experience economy. The object of research is the process of forming enterprise communication policy, while the subject comprises marketing tools for ensuring emotional consumer engagement. The relevance is determined by the loss of effectiveness of traditional communication approaches in hypercompetitive environment and the necessity to create emotionally rich experiences instead of mere product information dissemination. The study systematizes theoretical approaches to communication policy formation and identifies key marketing tools for creating consumer experiences. Theoretical foundations are analyzed, including the concept of experience economy where companies create value through memorable experiences, experiential marketing integrating five strategic experience modules, and contemporary marketing concepts emphasizing immersive technologies. Fundamental changes in communication policy formation process during transition to experience economy are substantiated. Classical communication policy focused on one-way mass messaging about product characteristics through rational arguments, while experience economy communication transforms it into two-way dialogue, shifts focus to emotional narratives, changes consumer role to active co-creator, expands channels to omnichannel ecosystems, and measures effectiveness through emotional engagement metrics rather than reach and conversion. An eight-stage methodology for communication policy formation is developed, the distinctive feature of which lies in sequential integration of analytical, strategic and operational processes for creating personalized experiences at each brand touchpoint. The methodology encompasses strategic audit with customer journey mapping, emotional positioning definition, omnichannel strategy development, multisensory content creation, coordinated implementation, engagement management through dialogue stimulation, performance monitoring via emotional analytics, and continuous optimization using predictive technologies. The practical value consists in providing enterprises with systematic approach to transforming traditional transactional communication into emotionally saturated interaction aimed at creating long-term loyalty and converting consumers into brand ambassadors in the experience economy context.

This article explores the application of artificial intelligence (AI) methods for demand forecasting in logistics systems. The purpose of this article is to develop a scientific and methodological approach to optimizing supply chain management based on artificial intelligence models, which improves the efficiency of planning, forecasting, and coordinating logistics processes. The methodological basis of the study is a scientific and methodological approach to optimizing supply chain management, which combines systemic, process, and intellectual-analytical levels of analysis of logistics processes. The systemic approach allows us to consider the supply chain as a complex of interrelated elements (manufacturers, warehouses, transport hubs, distributors, consumers), whose activities are aimed at achieving a common goal – increasing the efficiency and adaptability of the logistics system. The process approach involves structuring logistics operations in the form of continuous processes of planning, forecasting, transportation, storage, and distribution. The intellectual-analytical approach, which is central to this study, is implemented through the use of artificial intelligence models to improve decision-making, increase the accuracy of forecasts, and minimize risks in supply chains. The study examines the main approaches, including machine learning, neural networks, and time series analysis. A review of current literature (2019–2025) is provided, highlighting contemporary trends and challenges in this field. The analytical part includes a comparison of the effectiveness of different AI models based on their accuracy and computational complexity. An experimental hybrid LSTM CNN architecture with an attention mechanism and external factors (weather, calendar events) has been developed, and a comparative analysis with the basic ARIMA, Prophet, and Gradient Boosting models has been performed. A methodology for demand forecasting using a combination of recurrent neural networks (RNN) and gradient boosting algorithms has been proposed. The conclusions confirm the feasibility of integrating AI solutions into logistics systems to optimize logistics processes and outline directions for further research, in particular the application of graph neural networks and explainable AI.

The article systematizes economic mechanisms of state regulation of electric vehicle market development based on comparative analysis of four European countries for 2023-2024. Panel econometric modeling with fixed effects on 2018-2024 data for Norway, Germany, Netherlands, and Poland confirmed statistically significant positive impact of charging infrastructure density on EV share in vehicle fleet (β=0.0112, p<0.001). A typology of regulation mechanisms was developed: financial (subsidies, tax incentives, green financing), regulatory (emission standards, production mandates), infrastructural (charging network development), and informational (awareness raising). The study reveals that financial mechanisms are critical at early market stages, but abrupt termination of support leads to regression, as demonstrated by German case with share decline from 18.4% to 13.5% after Umweltbonus cancellation. Norway's model shows that after reaching critical penetration of ~80%, market gains sufficient momentum for continued growth even with reduced state support. Netherlands demonstrate balanced development combining dense infrastructure (1,050 stations per 100k population) with diversified financial incentives for different segments. Poland represents low-budget approach relevant for transition economies, achieving infrastructure growth despite limited subsidies. For Ukraine, differentiated approach is substantiated prioritizing low-budget instruments in short term: import duty and VAT exemption, differentiated vehicle tax under bonus-malus model, mandatory charging quotas in new buildings, urban traffic privileges for EVs. Medium-term recommendations include specialized electromobility fund and targeted subsidies for public transport, long-term - integration into European regulatory system. The research demonstrates critical importance of parallel development of charging networks and consumer incentives, policy predictability and gradual adjustments to avoid market disruption, comprehensive system of mechanisms rather than reliance on single instrument.

The article examines the mechanisms of regulation and control in the higher education sector in Ukraine, focusing on state policy and institutional instruments. The study analyzes the essence, structure, and functional components of state governance mechanisms, including organizational, legal, economic, and monitoring tools that ensure the balanced development of the higher education system. Particular attention is paid to the roles of key institutions, such as the Ministry of Education and Science of Ukraine, the National Agency for Higher Education Quality Assurance (NAQA), the National Qualifications Agency, as well as public councils and professional associations, which together implement institutional instruments for policy execution. The article identifies four main institutional mechanisms: financial and economic, administrative and legal, information and analytical, and motivational-value, each of which contributes to the effective functioning of higher education governance. The study also highlights persistent challenges in the effectiveness of regulation and control, including insufficient coordination between central and regional authorities, fragmented normative frameworks, procedural formalism in accreditation, low digital integration, and limited participation of the academic community in policy formation. Despite progress toward aligning Ukrainian higher education with European Standards and Guidelines (ESG), only approximately 62% of higher education institutions have been accredited according to updated ESG standards as of 2024, indicating partial adaptation. Finally, the article proposes priority directions for improving state governance mechanisms, such as the integration of digital management tools, development of partnerships between the state, universities, and employers, expansion of financial autonomy for higher education institutions while maintaining transparency, and the formation of systems for public oversight and participation in program evaluation. The research demonstrates that the effectiveness of state regulation in higher education depends on the coordination of institutional, legal, financial, and technological mechanisms, which together create a transparent, accountable, and competitive educational environment.

The rapid growth of digital technologies in Ukraine has significantly influenced the dynamics of the gaming industry. With more than 31.5 million internet users and 21.6 million active social media accounts, Ukraine provides a fertile ground for the expansion of online gaming and e-sports ecosystems. Previous research has demonstrated that digital infrastructure and user behavior are closely interrelated with gaming activity levels. However, quantitative models that approximate these relationships at the regional level remain limited. This study offers a simplified regression-based approach to estimate how internet penetration and 4G coverage influence the share of active. To illustrate the approach, two regions with contrasting infrastructure levels were compared: Kyiv region (72 subscribers per 100 inhabitants, 95% 4G coverage, 25% gamers) and Ivano-Frankivsk region (55 subscribers per 100 inhabitants, 86% 4G coverage, 17% gamers). This model suggests that each additional internet subscriber per 100 inhabitants increases the gamer share by about 0.47%, while each additional percentage point of 4G coverage adds approximately 0.89%. This regression analysis underscores the importance of digital infrastructure in shaping the gaming landscape in Ukraine. Although the model overestimates actual values due to insufficient observations, the estimated coefficients clearly demonstrate that both internet subscriber density and mobile coverage exert a strong positive effect on gamer participation. The findings suggest that more granular, region-level datasets—combining official statistics, platform-based activity data, and survey responses—are essential for building robust predictive models. Future research should expand the dataset, refine the regression specification, and account for additional explanatory variables such as demographic structure, income levels, and cultural preferences. Such an approach would provide a more comprehensive understanding of the determinants of gaming activity in Ukraine and strengthen the evidence base for digital economy studies.

The article examines the peculiarities of the formation and development of consumers’ ecological behavior under global challenges and socio-economic transformations, with a particular focus on the Ukrainian context. The research highlights that sustainable consumption practices are becoming an essential factor in the transition to a green economy and sustainable development. However, in countries with unstable economic and political conditions, such as Ukraine, ecological consumption is influenced not only by environmental awareness but also by financial constraints, war-related disruptions, and the overall socio-economic situation. The purpose of the study is to systematize theoretical and methodological approaches to ecological behavior, identify key determinants of consumer motivation, and propose practical recommendations for fostering sustainable consumption. Based on the analysis of international and domestic literature, the paper reviews classical classifications of eco-consumers, including those developed by Robertson, Stern, and Prokopenko, which focus on readiness to consume eco-friendly products, the type of environmental practices, and attitudes toward sustainability. However, these approaches often neglect the decisive role of socio-economic limitations, which can significantly hinder ecological practices in crisis conditions. To address this gap, the author proposes an original classification of eco-consumers that integrates both the intensity of ecological behavior and the level of financial resources. The model identifies five groups: truly green consumers with stable incomes, moderately green consumers with middle incomes, conditionally green consumers with limited resources, pragmatic consumers with low incomes, and socially oriented high-income consumers. This classification provides a more precise tool for segmenting the population and forecasting consumer responses to state policies, tax incentives, eco-labeling, and educational initiatives. The practical significance of the research lies in the possibility of applying the findings to public policy, business strategies, and awareness-raising campaigns. The comparison with EU experience demonstrates the potential for adaptation of Ukrainian ecological consumption models to European standards, while the national context highlights the urgent need to align environmental goals with socio-economic realities. The results contribute to the academic discussion on sustainable consumption by emphasizing the integration of economic and social factors into behavioral models, offering new perspectives for both theory and practice.

This article examines the classification of digitalization strategies for enterprises in the healthcare sector of Ukraine, highlighting their critical role in improving the efficiency, accessibility, and quality of medical services. The study focuses on three primary approaches to classifying digitalization strategies. The first is the traditional classification, which differentiates strategies based on objectives, levels of implementation, and areas of impact. Objectives include process optimization strategies aimed at cost reduction and operational efficiency, patient-oriented strategies focused on improving service quality and personalization of care, and innovation-driven strategies that integrate advanced digital technologies such as artificial intelligence, Big Data, and telemedicine. The second approach is a multi-criteria classification that considers the scale and depth of transformation, strategic goals, digital maturity of the enterprise, and the pace of implementation. This approach distinguishes between adaptive (basic) strategies implementing selective digital tools, integrative strategies that combine digital technologies with core managerial and medical processes, and breakthrough (innovative) strategies for radical systemic transformation. Strategic goals within this classification encompass enhancing accessibility through telemedicine, improving service quality and patient safety, and increasing competitiveness through digital innovation. Digital maturity levels range from initial strategies with basic digital adoption to leadership strategies that set industry standards. Implementation pace is further categorized into evolutionary strategies with gradual deployment and revolutionary strategies involving rapid, large-scale changes. The third classification system organizes strategies by transformation focus, implementation level, strategic objectives, and timeframe, enabling the design of short-term, medium-term, and long-term digitalization plans. Overall, the systematic classification of digital strategies allows healthcare organizations to optimize investment in digital solutions, develop differentiated management approaches for small, medium, and large institutions, and ensure resilience and competitiveness within the national healthcare system. Additionally, these classifications facilitate the creation of targeted eHealth policies, stimulate the adoption of innovative technologies, and provide a framework for forecasting long-term trends in digital medicine. Consequently, the study demonstrates that classification of digitalization strategies serves as both a theoretical and practical tool, guiding healthcare enterprises in Ukraine through the challenges of digital transformation while aligning them with global trends in healthcare innovation and technology-driven patient care.

The article develops a conceptual model for embedding a communication strategy into the strategic planning framework of trade enterprises. Communication is interpreted not merely as a supporting PR or marketing tool, but as an economic mechanism for value creation and an institutional driver of long-term competitiveness. The proposed model integrates five interdependent pillars: alignment with economic objectives, establishment of a value-generating communication infrastructure, systematic performance monitoring, consolidated financial support, and adaptive mechanisms for volatile environments. Implementation of this framework demonstrates measurable economic benefits, including growth of EBITDA, optimization of customer acquisition cost (CAC), increase in customer lifetime value (CLV), and improvement of return on marketing investment (ROMI). Furthermore, institutionalizing communication through specialized governance units, KPI-based management, and strategic budgeting strengthens brand equity, enhances reputational capital, increases market capitalization, reduces transaction costs, and secures sustainable development in turbulent market conditions. The study applies an interdisciplinary perspective that merges institutional economics and value-based management, highlighting the absence of unified definitions, limited integration of communication into core business strategy, and insufficient use of quantitative assessment tools. Addressing these gaps, the model substantiates communication as a systemic economic subsystem of enterprise management, capable of transforming information and trust into measurable financial and intangible assets. Beyond practical implications, the research contributes to theoretical discourse by conceptualizing communication as a strategic resource comparable to traditional production factors. This understanding underscores its ability to generate institutional rent, stimulate innovation, reduce market uncertainty, and support the formation of sustainable competitive advantages in the long run.