Problem Statement. In the context of modern digital transformation, the structure of enterprise distribution channels is undergoing significant change. The development of e-commerce, marketplaces, social commerce, and digital platforms is forming a new ecosystem of interaction between manufacturers, intermediaries, and consumers. Traditional channels are becoming less effective without the integration of digital tools, which necessitates the revision and modernization of enterprises’ distribution policies. The purpose of the article is to explore enterprise product distribution channels in the digital economy, taking into account the differences between B2B and B2C models and identifying key factors for their optimization. Research methods: analysis, systematization, comparison, classification, graphical interpretation, and structural-functional analysis. The research hypothesis assumes that a rational selection of distribution channels in the context of digitalization increases the effectiveness of distribution policy and reduces conflicts among stakeholders. Presentation of the main material. The study examines the specifics of distribution in the digital economy and summarizes the main channels characteristic of the B2B and B2C segments. It is established that an effective distribution system is a combination of direct, indirect, online, and offline channels. Conflicts among key stakeholders manufacturers, distributors, marketplaces, and end consumers have been systematized. A classification of distribution channels is provided, along with key directions for their optimization. Originality and practical significance lie in identifying approaches to optimizing distribution channels with consideration of digital tools and stakeholder interests. The results may be used by enterprises to develop a modern distribution strategy. Conclusions. The optimal distribution channel in the digital economy is an integrated model that ensures market coverage, personalization, and effective pricing. Aligning the interests of distribution system participants helps reduce conflicts and enhance enterprise competitiveness. Further research should focus on quantitative assessment of channel efficiency and the development of models for integrated omnichannel systems.

The European energy crisis not only led to an increase in energy prices but also to a recession in the Moldovan economy. After the end of the energy crisis, stagnation was registered in Moldova. The recession and subsequent stagnation led to an increase in the number of people living below the poverty line, as well as to the rise in energy poverty. Thus, in these circumstances, the study of energy vulnerability and its impact on the quality of life has become especially relevant. Therefore, the main research problem in this article is to analyze energy vulnerability as a risk factor for the decline in the quality of life in Moldova. The aim of the research is to assess the relationship between energy vulnerability and quality of life in Moldova. The main objectives of this study are to analyze the theoretical aspects of the concept of energy vulnerability, identify and analyze the determinants of energy vulnerability, and conduct an empirical assessment of the impact of energy vulnerability on households in Moldova. The object of the study is energy vulnerability and its impact on the quality of life. The article examines the theoretical aspects of the concept of energy vulnerability, as well as the determinants of energy vulnerability. Research methods: abstract logical method, comparative analysis method, statistical and economic methods. The central hypothesis: Moldova’s energy vulnerability at the macro level is transformed into a decline in the quality of life and into deprivation of households at the micro level. The statement of basic materials: The conducted empirical analysis showed that Moldova is vulnerable to external energy shocks, as it mainly imports energy resources. Domestic primary energy production covered 22.2% of total energy consumption, while domestic electricity production covered 11.3% of total electricity consumption in 2023. The primary sources of electricity are the CHP (Combined Heat and Power) plants in Chisinau and Balti, as well as the growing green energy. But, unfortunately, the share of renewable energy is still small. Moldova is pursuing a strategy of energy resource diversification to strengthen energy security. To this end, the synchronization of Moldovan power grids with the European ENTSO-E (European Network of Transmission System Operators for Electricity) network and the construction of the Iasi-Ungheni-Chisinau gas pipeline were carried out. However, the implementation of these projects has not yet yielded tangible results. The main reason is the increase in the price of energy resources, which has negatively affected the competitiveness of goods, as their prices have also risen due to the rise in energy costs. As a result, there is a decline in production and an increase in the number of unemployed, which negatively affects the quality of life. At the same time, the increase in tariffs for energy resources has led to a rise in the share of energy expenditure above 10% of total consumer spending, which indicates both energy poverty and a decrease in the quality of life of the population. The originality and practical significance of the study: This study contributes to the scientific literature by presenting the results of an empirical analysis using the example of a country with a high dependence on energy imports. In this paper, the authors examine how the impact of external shocks on energy vulnerability is manifested in the quality of life of the population. Conclusions and prospects for further research: The results of the study revealed that energy vulnerability is a persistent issue in Moldova. It is leading to energy poverty and limiting the basic opportunities of the population to access quality food, to purchase clothes and shoes, since, within the available budget, households are forced to reduce other expenditure items to cover the costs of heating, hot water, and electricity. The transition to lower-quality nutrition leads to health problems. Thus, energy vulnerability will lead to a decrease in the quality of life and is an obstacle to a decent life.

At the end of the 20th century, economic thought faced a fundamental challenge: the ineffectiveness of traditional monetarist approaches in addressing hyperinflation in several Latin American countries, including Brazil. In response, the theory of inertial inflation emerged, offering a novel paradigmatic approach that emphasized managing inflationary expectations and breaking the cycle of inflationary inertia. Despite its theoretical grounding, the practical outcomes of implementing this theory in Brazil remain a subject of scholarly debate. Consequently, there is a need for a systematic evaluation of the effectiveness of this approach to determine its actual contribution to economic stabilization and to assess its adaptability to contemporary macroeconomic conditions, which significantly differ from the realities of the 1990s. Research Objective. The study aims to analyze the foundations of the inertial inflation theory and the specifics of its practical implementation within Brazil’s stabilization programs. Research Subject. The process of implementing the inertial inflation theory in Brazil’s economic stabilization policies. Methods. The study employs a comparative-historical analysis to draw parallels between the stages of anti-inflationary strategies in Brazil and to identify causal relationships between policy decisions and their outcomes. Statistical analysis enabled the processing of empirical data arrays (inflation, interest rates, GDP). Time series analysis was used to examine inflation dynamics, while econometric modeling facilitated a quantitative assessment of the relationship between the introduction of inertial anchors, inflationary expectations, and consumer prices. Main Hypothesis. The practical implementation of the inertial inflation theory was a key factor in overcoming hyperinflation in Brazil during the 1990s. Presentation of Main Findings. The study elucidates the genesis and results of implementing the heterodox theory of inertial inflation in Brazil’s economic policy during the second half of the 20th century. It clarifies the interplay of inflationary expectations, indexation mechanisms, and structural imbalances that shaped the trajectory of the country’s macroeconomic dynamics. Unlike monetarist or Keynesian approaches, the inertial inflation theory is rooted in mechanisms of wage and price indexation, pricing models in oligopolistic markets, and inflationary expectations that can trigger a self-sustaining inflationary cycle. The study evaluates the effectiveness of key heterodox stabilization plans in Brazil (Cruzado Plan 1986, Bresser Plan 1987, and Real Plan 1994) in breaking the inertial cycle. It is demonstrated that the success of the Real Plan was driven by a strategy combining orthodox measures (exchange rate anchor, strict fiscal discipline) with heterodox tools aimed at dismantling the inertial mechanism. Originality and Practical Significance. The originality of the research lies in its comprehensive analysis of Brazil’s stabilization experience through the lens of the inertial inflation theory, with an emphasis on the interaction of psychological (expectations) and institutional factors, which are often overlooked in traditional economic studies. The practical significance is reflected in the potential application of the study’s findings to develop anti-inflationary strategies for modern economies facing high inflation. Conclusions and Future Research Directions. The practical implementation of the inertial inflation theory under the Real Plan proved to be a decisive factor in overcoming hyperinflation in Brazil. Its success stemmed from the ability to effectively break inflationary inertia by managing expectations and introducing transitional currency anchors. However, the sustainability of the achieved stabilization was conditional and depended on subsequent structural reforms and robust institutional frameworks. Future research directions include exploring inertial inflation in Brazil’s service sector in the context of prospective fiscal-monetary imbalances.

The article substantiates the importance of the synergy of innovation, digitalization and entrepreneurship as an integration resource for the sustainable development of territorial communities. It is shown that innovation is the driving force for the modernization of local economic systems, digitalization ensures the transformation of management and socio-economic processes, and entrepreneurship is the main factor in the economic activity and sustainability of communities. The purpose of the study is to theoretically substantiate and practically analyze the synergy of innovation, digitalization and entrepreneurship as an integration resource for the sustainable development of territorial communities, as well as to identify barriers and tools for its implementation to achieve sustainable development of local economies. The object of the study is the process of synergy of innovation, digitalization and entrepreneurship in the context of the sustainable development of territorial communities. Methods used in the study: mathematical methods, models and information and innovation technologies for nonlinear dynamics of socio-economic systems. Research hypothesis: their combination creates a synergistic effect that creates new opportunities for development, increased competitiveness and social integration. Presentation of the main material. Three key dimensions of synergy are identified: economic (development of small and medium-sized businesses, diversification of the local economy, attraction of investments), social (creation of jobs, spread of digital services, increased trust in the authorities), environmental (use of renewable energy sources, spread of "green" technologies, digital monitoring of the state of the environment). At the same time, risks and barriers that hinder the realization of the synergy potential are identified, in particular, digital inequality, limited financial resources, weak innovation infrastructure and personnel shortage. Originality and practical significance of the results obtained. The need to use a complex of organizational and economic instruments is substantiated, which include tax incentives, public-private partnership mechanisms, innovation hubs, business incubators, grant programs and digital development platforms. The emphasis is on the importance of the partnership "business - government - community - science" as a prerequisite for the effective implementation of a synergistic approach. Research conclusions. It is concluded that the integration of innovations, digital technologies and entrepreneurship is a determining factor in the sustainability and competitiveness of territorial communities, and its practical implementation requires systematicity, adaptability to local conditions and active involvement of all stakeholders

In the context of intensified competition and product offering unification, the development and implementation of effective mechanisms for building and maintaining customer loyalty has become a strategic imperative of modern marketing. Increasingly, consumer loyalty is interpreted not only as an indicator of trust but also as a key determinant of an organization’s sustainable competitive advantage. Moreover, loyalty serves as a kind of barometer for a business’s innovative capacity – both in production and in customer service systems. Research Objective. Implementing a customer loyalty policy requires a high level of strategic consistency in choosing tools that influence consumer behavioral dispositions. Significant outcomes can be achieved only through the implementation of an integrated program aimed at shaping a target model of consumer behavior, emotional attachment, and long-term brand engagement. Subject of the Study. The study focuses on the mechanisms for implementing loyalty programs within the marketing activities of enterprises, as well as their institutional value in the context of enhancing the effectiveness of marketing investments in the domestic business environment. Research Methods. Methods used in the study include analysis and synthesis of scientific literature, system and comparative analysis, economic and statistical methods, as well as expert evaluation and questionnaire surveys. Research Hypothesis. The hypothesis suggests that loyalty programs, when institutionally integrated into the marketing system of an enterprise, contribute to increasing the effectiveness of marketing investments by boosting customer retention, trust, and repeat purchases. Presentation of the Main Material. The study analyzes the essence of loyalty programs as a marketing tool, their institutional value, and their impact on the effectiveness of marketing investments. Key factors influencing the success of loyalty programs in the Ukrainian market are identified. Based on statistical and expert data, the feasibility of integrating loyalty programs into the marketing strategies of enterprises is substantiated to ensure sustainable profitability growth and stronger customer relationships. Originality and Practical Significance of the Study. The originality lies in identifying the institutional role of loyalty programs as a strategic tool for enhancing the effectiveness of marketing investments, adapted to the operational context of Ukrainian enterprises. The proposed approaches can be used to improve marketing policies, increase customer retention, and optimize promotion-related costs. Conclusions and Prospects for Further Research. The study concludes that loyalty programs play an important institutional role in building long-term customer relationships and ensuring effective use of marketing investments. Their implementation promotes enterprise profitability through improved customer retention, brand trust, and repeat purchasing. Future research should focus on a deeper analysis of the impact of digital technologies on loyalty program effectiveness, as well as on developing industry-specific models for their application in Ukrainian enterprises of various sizes.

An integral part of Industry 4.0 is the Internet of Things, or rather the Industrial Internet of Things (IoT), which ensures the interaction of autonomous technical devices and their control by humans. Built-in sensors and systems for processing large amounts of information (big data) received from them are widely used to implement control. The purpose of the article is to develop a paradigm for the global sustainable development of complex systems in modern conditions, as well as to study new paradigms for the global sustainable development of complex systems. The object of the study is the synthesis of integrated models taking into account humanitarian and cognitive variables for assessing sustainable and safe development, the creation of methodological research tools, using which it was possible to determine objective global values of people independent of consciousness and will and the global goal of human development. The hypothesis of the study is that based on the use of information and innovative technologies, integrated stochastic models of objects and processes suitable for conditions of systemic crises have been developed and studied. Methods used in the study: mathematical methods, models and information and innovative technologies for nonlinear dynamics of ecological - economic and socio - humanitarian systems, integrated stochastic models of objects and processes suitable for conditions of systemic crises have been developed and investigated. Presentation of the main material. An ordered hierarchical structure turns into a chaotic conglomerate of the simplest structures (system destruction, collapse, catastrophe). Integrated stochastic models of objects and processes suitable for conditions of systemic crises have been developed and investigated. Social and economic interaction tools are proposed as factors for research in the fields of neuroeconomics, processes and tools of global development of complex systems, and others. Originality and practical significance of the results obtained - an approach to assessing the level of sustainable development of complex systems based on nine factors, including cognitive, innovative, intellectual, and others, has been proposed for the first time. Conclusions of the study. The results of the authors' previous works in solving the problem of assessing the sustainable development of a technogenic production system taking into account nine factors in the conditions of an innovative economy are summarized and developed, and global development tools and others are proposed

Ukrainian business found itself in conditions of unprecedented challenges caused by military aggression, global economic instability and accelerated digitalization, which requires a fundamental transformation of marketing strategies, especially in the field of digital marketing and branding. Purpose of the study. To identify key areas and tools for transforming marketing strategies of Ukrainian business in conditions of global challenges, with a special focus on digital marketing and branding, as well as to formulate practical recommendations for their implementation. Research object. Processes of adaptation and transformation of marketing strategies of Ukrainian enterprises of various industries and scales of activity in conditions of multiple crisis phenomena of 2014-2025. Methods used in the study are system analysis, comparative analysis, benchmarking of international experience, analysis of cases of Ukrainian companies, statistical analysis of data from international consulting agencies and the State Statistics Service of Ukraine, predictive modeling of trends in marketing tools. Research hypothesis. Effective transformation of marketing strategies of Ukrainian businesses in crisis conditions requires a balanced combination of digital innovations and traditional approaches, with a special emphasis on the development of branding as a tool for ensuring the sustainability and competitiveness of the enterprise. Presentation of the main material of the study. The evolution of marketing tools for 1993-2024 is analyzed, a shift in focus from traditional methods to digital technologies is identified. Successful cases of adaptation of marketing strategies of Ukrainian companies (Rozetka, Nova Poshta, Monobank, Silpo, Epicenter) in wartime conditions are studied. Key trends in digital marketing are identified, including AI-based personalization, omnichannel, and socially responsible marketing. A forecast for the development of marketing tools until 2025 has been developed and the growing role of artificial intelligence, predictive analytics, and metaverse technologies in marketing strategies has been established. The originality and practical significance of the study. For the first time, a comprehensive approach to the transformation of marketing strategies in the face of multiple crisis phenomena has been proposed and a methodology for assessing the digital maturity of marketing functions of Ukrainian enterprises has been developed. The practical value lies in the development of a step-by-step model for the implementation of digital marketing tools, taking into account the level of company readiness and resource limitations. Conclusions and prospects for further research. Successful transformation of marketing strategies of Ukrainian businesses requires a balance between innovation and stability, technology and the human factor, global standards and local needs. Ten promising areas for further research are identified, including a methodology for assessing digital marketing maturity, the impact of martial law on consumer behavior, models of marketing adaptation in conditions of limited resources, the integration of artificial intelligence into marketing processes, and the transformation of branding strategies in the post-crisis period.

The mainstream of development of enterprises in the electric power industry is decentralization, the development of renewable energy sources, the active role of consumers, innovations and ensuring the country's energy independence, which are constantly changing and require constant monitoring and analysis. The article is aimed at highlighting the results of the study of the mainstream development of enterprises in the electric power industry. Methods used in the study: chorological, classification, detailing and generalization, grouping, complex, tabular, etc. The hypothesis of the study was the assumption that the mainstream development of enterprises in the electric power industry is transformed due to changes in history, leaders, determinants and tools. Presentation of the main material. Based on the results of scientific research of the mainstream development of enterprises in the electric power industry, the key economic aspects of their functioning have been identified, the history of the development of the electric power industry has been analyzed, and energy efficiency as one of the determining determinants of the energy complex and the Energy Strategy of Ukraine until 2050 has been outlined. The essence of the concepts of "energy saving" and "energy efficiency" has been clarified and leaders of the energy complex of Ukraine in 2023, which made it possible to form a rating of the most successful companies in the energy sector, which included five leading enterprises owned by the state, but only two managed to increase their income. In terms of management and ownership, the Ukrainian energy system consists of main power lines and generation capacities. The article classifies the types of economic activity according to the Classification of Economic Activities, which covers the supply of electricity, natural gas, steam, hot water and other energy resources through permanent infrastructure — power lines, cable networks, gas pipelines and water pipelines. Ukraine continues to actively implement the Classification of Economic Activities aimed at unifying the classification of industries, which contributes to better interaction between different sectors of the economy and business entities. The originality and practical significance of the study lies in determining the modern aspects of the mainstream development of enterprises in the electric power industry. Conclusions. The mainstream of development of enterprises in the electric power industry depends on market leaders, determinants and tools for the functioning of electric power enterprises. Further research consists in continuing the study of the spatial organization of electric power enterprises, developing mechanisms for adaptation to wartime conditions and post-war recovery, as well as intensifying integration with European energy markets

The organizers of the ground infrastructure of civil aviation and its current state are comprehensively analyzed and assessed, unresolved problems are identified. The purpose of the article is to develop the transport system as a whole and air transport, which is an important area, which is a prerequisite for the implementation of the innovative model of economic growth in Azerbaijan, as well as an important factor in improving the well-being of the population and the economy as a whole. The object of the research is the service infrastructure that uses the existing advantages of increasing the competitiveness of the national economy (fast delivery of passengers and cargo, no road construction, the ability to get to any point, etc.). The research method is modern methods and technologies of scientific knowledge, methods and techniques for conducting scientific research, tools for system, complex, economic analysis, principles of transport system management, which allow revising existing approaches in modern economic conditions. The hypothesis of the research was the assumption of the possibility of determining the logic of cognition of the process of managing transport potential in modern conditions. The statement of basic materials. It is proven that air transport is used in the study purposefully. It is confirmed that the importance of air transport infrastructure in the implementation of the innovative model of economic growth of Azerbaijan is very important given the preservation of the integrity and security of the country's territory in order to improve the quality of life of the population. In conclusion, proposals were made in the direction of improving the management of air transport infrastructure. The originality and practical significance of the study is confirmed by the stated priority of air transport development. Conclusions and prospects for further research consist in the implementation of a radical increase in competitiveness compared to other modes of transport, and for this reason, improving the management of air transport infrastructure has now become very relevant. Therefore, the formation of an effective development of special programs for the management of air transport infrastructure is a priority of the national economy. Further research will be aimed at developing special programs for the management of air transport infrastructure, based on the scope of their regional location

One of the distinctive features of the world economy in the second half of the 20th century is the intensive development of international relations. There is an expansion and deepening of economic relations between countries, groups of countries, economic groupings, individual firms and organizations. The mechanism for implementing international relations is being improved and rebuilt. The purpose of the article is conducting an analysis of the characteristic features of international relations and the prospects of their entering the world arena. The methodological basis of the research in the article is the scientific work of the authors in the field of economics of culture, innovation management, management in the field of culture, as well as social partnership. The research was carried out on the basis of general scientific methods of research - a systematic approach, analysis and synthesis, methods of typological and comparative analysis, empirical methods. The object of the study is the sphere of culture, which needs conditions in which organizational and financial reforms are carried out, as well as the development and application of innovative management methods. The hypothesis of the study. Thanks to foreign trade, an international division of labor is formed, which deepens and improves along with the development of foreign trade and other international economic operations. Foreign exchange reserves are official foreign exchange reserves in the central bank, in the financial authorities of the country or in international monetary and credit organizations. Presentation of the main material. These processes are manifested in the deepening of the international division of labor, the internationalization of financial and economic ties, the globalization of the world economy, the increasing openness of national economies, their mutual complementarity and rapprochement, the development and strengthening of regional international structures. It is characteristic that all these processes of interaction, rapprochement, and cooperation are contradictory and dialectical in nature. The originality and practical significance of the study. The dialectic of international relations consists in the fact that the desire for economic independence and strengthening of the national economies of individual countries ultimately leads to an ever greater internationalization of the world economy, the openness of national economies, and the deepening of the international division of labor. Conclusions. Thus, international relations include a multi-level complex of economic relations between individual countries, their regional associations, and individual enterprises in the world economic system.