Purpose. This study aims to develop innovative pricing models for digital educational products in higher education institutions, focusing on diversification and digitalization, especially for short-term and online programs. The research addresses a significant gap in pricing methods for online courses and digital learning materials, which have become increasingly important as universities expand beyond traditional degree programs. Methodology. The study uses a multi-method approach combining comparative analysis of European pricing practices, typological classification of educational products, and mathematical modeling for cost calculation and price setting. Mathematical algorithms are created for both synchronous and asynchronous online courses, integrating cost-based foundations with market-driven adjustment coefficients that reflect institutional reputation, seasonal demand, level of innovation, digital marketing effectiveness, content relevance, labor market needs for skills, and instructor expertise. Results. The study presents a comprehensive two-part typology that distinguishes traditional educational products (degree programs, professional development courses, corporate training) from online programs (synchronous online courses, asynchronous video courses, electronic materials). Each type shows different cost structures, demand elasticity, and scalability potential. The proposed pricing algorithms factor in fixed costs, variable costs per student, marketing expenses, and nine adjustment coefficients ranging from 0.80 to 1.40, with built-in limits to prevent overpricing. The research shows that digital products have high demand elasticity, substantial economies of scale due to minimal marginal costs, and need to incorporate behavioral and value-based factors along with traditional cost calculations. Financial modeling includes break-even analysis and scenario planning for various enrollment levels. Practical implications. The models developed enable universities to set prices that are economically justified and competitive, adopt flexible pricing strategies (such as subscriptions, freemium, pay-per-course), predict financial outcomes under different scenarios, optimize marketing spending, and diversify revenue sources, especially important during wartime when government funding is limited and institutional relocations have disrupted operations. Value/originality. This research fills a critical methodological gap by developing concrete, formula-based pricing algorithms specifically for digital learning environments. The integration of behavioral factors, quality measures, and labor market relevance with cost-based calculations presents a new approach to competitive pricing in higher education, situated within Ukraine's wartime context and the urgent need for financial independence while maintaining educational accessibility.

Abstract. This article examines the strategic role of energy diplomacy as a fundamental instrument through which states ensure their energy security, economic resilience, and long-term stability. In the contemporary global landscape – characterised by the transition to renewable energy sources, increasing geopolitical tensions, and rising economic interdependence – traditional mechanisms of energy management are no longer sufficient. The subject of this research is the multidimensional function of diplomacy in strengthening national energy systems, shaping international energy relations, and supporting the implementation of sustainable strategies, with a focus on the case of the Republic of Moldova. Methodologically, the study adopts a theoretical-analytical approach, which involves the examination of academic literature, policy documents, and recent developments in international energy governance. A comparative analysis is also employed to contrast Moldova’s diplomatic initiatives with broader European and regional models of energy cooperation. Additionally, the research uses qualitative policy analysis to explore how diplomatic tools – such as bilateral negotiations, multilateral agreements, and participation in regional energy platforms – contribute to enhancing energy security and diversifying supply sources. This combination of methods enables a holistic understanding of the mechanisms through which diplomacy shapes the national energy agenda. The purpose of the study is to identify the ways in which diplomacy can reduce Moldova’s historical vulnerabilities, especially its dependence on a limited number of external suppliers, and to demonstrate how integrating into European energy structures strengthens both security and economic competitiveness. By analysing diplomatic efforts related to energy diversification, cross-border interconnections, infrastructure development, and cooperation with European institutions, the study highlights the importance of proactive and coherent external engagement.The conclusions indicate that energy diplomacy has become a central pillar of national security policy, particularly for small and geopolitically exposed states such as the Republic of Moldova. Diplomatic actions – including participation in European energy markets, negotiating alternative supply routes, and securing financial and technical support from international partners – significantly increase national resilience. The findings also show that Moldova’s alignment with EU norms and integration into regional networks provide long-term benefits in terms of sustainability, affordability, and infrastructure modernisation. Ultimately, the study demonstrates that diplomacy is not only a tool of political communication but a strategic instrument capable of shaping energy policy, reducing external risks, and ensuring the country’s economic and security interests in an increasingly volatile global environment.

In modern conditions, the use of AI is an advantage for business. This allows you to free up additional human resources and direct them to other tasks, speed up operations, and move to new areas of development. At the same time, the use of AI leads to an increase in risks, cyber threats, costs, and the possibilities of minimizing risk using AI determine the relevance of this study. In this scientific work, the subject of research is the process of applying and using AI in the banking business and in the banking risk management. The topics specified for the study were applied standard scientific methods of analysis, synthesis, deduction, and induction, it is possible to determine the directions of using AI in the banking sector and identify the possibilities of using AI together with risk management tools. The main goal of the research is to identify the advantages and threats of using AI in the banking sector. Taking into account the clear regulation of banks' activities, the paper highlights risk management tools: creation and maintenance of a database of internal and external operational risk events, key operational risk indicators, operational risk self-assessment, scenario analysis, mathematical modelling, analysis of process maps, comparative analysis. Today, almost all bank operations can be performed based on AI or systems that use it. Examples of where such tools are used include financial monitoring, active or treasury operations, securitization, Chat-bots and social networks, remote identification and office management. At the same time, AI systems are also used to control the risks arising in these processes: for process control and risk management. Each of the above risk management tools can be based on AI systems, which opens up significant opportunities for control, risk minimization and the release of human resources. However, one should not forget about potential threats that can worsen the quality of risk management: lack of specialists, data fragmentation in banks, validation problems, the cost of connecting AI, imperfection of existing models, and the possibility of data loss. In conclusion, it is worth noting that the use of artificial intelligence, along with significant advantages for banks, generates numerous risks that can be minimized with the use of the same artificial intelligence. This situation indicates a transition to a new stage of banking risk management – the stage of cooperation with artificial intelligence.

The purpose of the paper is to explore the transformation of human resource management (HRM) practices in the context of digitalisation, with a specific focus on European enterprises and the potential adaptation of these practices in Ukraine under wartime conditions. The study examines how digital tools, ranging from AI-powered recruitment platforms to integrated HR systems, have changed the operational landscape of HR departments and contributed to organizational resilience. Methodology. The research is based on a comparative analysis of secondary data, case studies, and recent literature on digital HRM tools implemented across European countries. A structured evaluation of selected platforms (e.g., SAP SuccessFactors, LinkedIn Talent Solutions, Oracle HCM) was conducted, focusing on their advantages, limitations, and applicability in crisis settings. The results highlight the strategic shift toward employee-centered digitalisation and reveal how large European enterprises have successfully leveraged digital HR tools to ensure continuity, engagement, and performance. These practices, however, face limitations in wartime Ukraine due to infrastructural constraints, workforce displacement, and legal misalignment. The paper identifies hybrid solutions combining global platforms with localized modules as the most promising approach for Ukrainian companies. Practical implications. The findings offer evidence-based recommendations for enterprises operating in volatile environments, particularly those in Ukraine, suggesting gradual digital adoption, integration with national systems, and employee-centered implementation strategies. Emphasis is placed on balancing technological innovation with psychological safety and adaptability of human capital. Value / originality. The paper contributes to the understanding of how digital HRM can be implemented in complex environments shaped by both digital transition and geopolitical disruption, offering original insight into adapting European practices to the Ukrainian context under martial law.

The purpose of the paper is to provide the conceptual basis for the classification of creative industries and to conduct an empirical analysis of their development in Ukraine on the basis of sales volumes in 2010-2022. Methodology. The article provides a critical review of international classification approaches (DCMS, WIPO, UNESCO, UNCTAD) and proposes an author's classification model based on three parameters: the method of economic value creation, the form of the final product, and the type of interaction with the consumer. The empirical analysis is based on statistical data on product sales in eight groups of creative industries, grouped into four categories. The results of the study show significant structural shifts towards digital and technology-oriented sectors. In particular, digital industries showed the highest compound annual growth rate (CAGR – 163.55%), while traditional creative industries remained relatively stable or showed slowing growth rates. This indicates a change in consumer priorities and the growing role of digital platforms, IT solutions and multimedia content in the structure of the creative economy. Practical implications. The proposed classification model can be used for the purposes of strategic planning, improving public policy to support the creative sector and building a modern statistical accounting system. It makes it possible to identify sectors with high growth potential and to increase the efficiency of management decisions in this area. Value / originality. The article offers an authorial approach to the classification of creative industries, taking into account the modern challenges of the digital economy, and combines it with a quantitative analysis of sales volumes. The results obtained provide an analytical basis for further research and application in the design of innovative economic policies.

The article focuses on the use of artificial intelligence (AI) in driving personalisation within the cosmetics industry, emphasising its potential to shift from mass-market production to highly customized skincare solutions tailored to individual consumer needs. The purpose of the paper is to examine how AI-powered personalisation can redefine business strategies, enhance consumer satisfaction, and establish competitive advantages for cosmetic brands. Methodology. The research employs a comparative analysis of current market practices and strategic forecasts for AI adoption in cosmetics. The study draws upon a range of sources, including case studies, industry reports, and technological advancements, in addition to the beauty market, in order to assess the viability and the challenges associated with the implementation of AI-driven personalisation. Results. The article concludes that AI-driven personalisation offers significant opportunities to revolutionise the cosmetics industry, enabling brands to meet individual consumer demands efficiently. The necessity of localized manufacturing, flexible production processes, and adaptive logistics to address challenges is highlighted. The findings emphasise the transformative capacity of consumer-driven innovations in shaping global beauty market dynamics. The analysis demonstrates that AI-driven personalisation facilitates a transition in cosmetic brands from mass-market strategies to individualised product development, thereby fostering enhanced consumer engagement. However, the research identifies key challenges, including the need for adaptable production processes, streamlined logistics, and localized manufacturing to meet rapidly evolving consumer demands. Practical implications. The findings suggest that brands adopting AI-driven personalisation can achieve a competitive advantage by offering tailored skincare solutions, enhancing consumer loyalty, and capturing niche market segments. Investment in local production facilities and flexible supply chains is critical for the efficient delivery of customised products. Furthermore, brands are able to leverage their technological and beauty innovation expertise to gain a dominant position in global markets by aligning personalisation strategies with diverse consumer preferences. Value / Originality. This study provides a unique perspective on the integration of AI into the cosmetics industry, emphasising the strategic importance of consumer-driven innovation. By focusing on the potential for leadership in this transformation, the research offers valuable insights for industry stakeholders aiming to harness AI for market differentiation. The originality of this study lies in its exploration of how AI-powered customisation can redefine traditional business models and establish new standards in the global beauty industry.

Relevance of the topic. Bilateral investment treaties are an extremely important form of investment promotion. The purpose of signing these agreements is to deepen the economic ties between the countries. No matter how big the role of investments is in the economy, it is necessary to regulate them. It is necessary to pay more attention to the discussion of this issue from an academic point of view. Especially, taking into account the adverse experience that Georgia received from the judgments against it from international arbitrations. It is important to facilitate the legal study of various norms and protective measures for foreign investments, taking into account the agreements. Insufficient consideration of regulations and relevant norms regarding the issue, considering the development of investments, may even lead to financial responsibility. The purpose of the article. To evaluate the effectiveness of bilateral agreements. Scientific novelty of the paper. The issue is very relevant and its practical purpose is the possibility of using the obtained results in the educational process during the study of the mentioned topic, through analysis. Identifying advantages, disadvantages, as well as opportunities and threats, developing relevant recommendations in terms of effectiveness. Accepting the challenges in this field is a necessary condition. The mentioned issues have practical value and potential impact on the field and wider society. Methodology. Based on the SWOT analysis of bilateral investment agreements, their importance and socio-economic aspects are evaluated. The importance of investment agreements, foreign experience of their regulation is reviewed. As well as an innovative SWOT analysis of the concluded bilateral investment agreements. Discussion. An in-depth analysis of this issue leads to the promotion of the foreign investment regulation process. It will also give Georgia the opportunity to establish more effective approaches for attracting and protecting foreign investment capital. Conclusions. Taking into account the recommendations based on the scientific analysis proposed in the work will contribute to the improvement of the investment environment, thus raising employment and living standards, and the economic situation of Georgia.

The research highlights the objective need and the problems of assessing the development of cross-border co-operation in Ukraine, especially in the conditions of critical economic and social instability caused by a full-scale invasion and its consequences. The purpose of the article is to scientifically substantiate methodological approaches to the assessment of cross-border territorial co-operation and the construction of a balanced and multi-level information and analysis system. In order to achieve this goal, the methods of analysis and synthesis, grouping of indicators, theoretical generalisation and content analysis were used. It has been established that there is no generally accepted methodology for evaluating these processes. Furthermore, the methodologies that do exist cover a range of spheres and mechanisms of interaction with European countries, with a particular focus on specific programmes and initiatives. Additionally, it was determined that Ukraine lacks a systematic approach to monitoring the aforementioned processes, despite the Ministry of Community and Territorial Development of Ukraine's obligation to regularly furnish data on the advancement of the goals set forth in the State Program for the Development of Cross-Border Co-operation of Ukraine for the 2021-2027 period. It is proposed to expand the system of indicators for relevant monitoring by adding a number of basic indicators (GRP, investment activity, international image of the territory). The findings of the study substantiate the issue of inadequate substantiation of the theoretical and methodological foundations of cross-border co-operation of Ukrainian territories in the context of war and the challenges posed by European integration. This proves the need to develop a multi-level system for monitoring cross-border co-operation at the level of the state, macro-raions, oblasts and hromadas (raions) with a list of clear criteria and evaluation indicators that would take into account the basic principles, main tasks and risks of such co-operation. It is of the utmost importance to acknowledge the invaluable experience of European countries in the assessment of cross-border relations, particularly in the construction of domestic methodology and the search for additional data sources. The foundation for future research in this area can be an evaluation of the extent to which the objectives set out by the Ukrainian state for the development of cross-border co-operation have been met, and an assessment of the potential for further progress.

The purpose of the paper is to critically analyse and understand how foreign investment can affect and potentially improve Ukraine's competitiveness in the global market after the war. Methodology. This study aims to analyse the various aspects and dimensions of foreign investment, in particular direct investment flows, and their impact on key sectors of the economy in Ukraine in the post-war period. In addition, it attempts to assess the challenges and opportunities that foreign investment creates in the context of rebuilding and modernising Ukraine's infrastructure, enhancing its technological and innovation potential, and strengthening its labour force and industrial base. The survey results showed that foreign investment has had a significant positive impact on Ukraine's economic growth in the post-war period, especially in the restoration of key industries and infrastructure. FDI plays an important role in attracting advanced technologies and expertise to Ukraine, thereby increasing its competitiveness. The document emphasises the need for policy reforms to create a more favourable investment climate, including improved legal protection for investors, anti-corruption measures and increased efficiency of the bureaucracy. The results of the study point to the existing challenges in attracting foreign investment, such as political instability, infrastructure deficit and unclear investment legislation. Finally, the publication forecasts the long-term impact of foreign investment on economic stability and growth trajectory in Ukraine, which leads to cautiously optimistic conclusions. Practical implications. The research aims to provide insights and recommendations on how Ukraine can effectively use foreign investment to rebuild its economy, increase its global competitiveness and ensure long-term sustainable development in the post-war period. The SWOT analysis in this article helps to identify strategic areas for improvement and capitalisation. It can help them formulate policies to improve the investment climate by focusing on strengthening strengths, mitigating weaknesses, seizing opportunities and protecting against threats. Value/Originality. The value and originality of the paper lies in its comprehensive and detailed study of how foreign investment can be a key factor in reforming and reviving Ukraine's economy after the war. The paper specifically examines the post-war economic landscape of Ukraine, a topic that has not been widely studied. It provides a fresh perspective on the challenges and opportunities for a country recovering from war.

This academic paper aims to explore the role of technological innovation in merchandising and its impact on consumer behaviour and retail performance. The study uses a systematic review and meta-analysis approach to collect and analyse existing research articles, industry reports and case studies related to technological innovation in merchandising. A comprehensive search strategy is used to identify relevant literature sources and rigorous inclusion and exclusion criteria are applied to select high quality studies for analysis. The results of the systematic review and meta-analysis demonstrate the significant impact of technological innovation on various aspects of merchandising. These include improvements in inventory management, supply chain logistics, product presentation and customer engagement. In addition, the integration of technology into merchandising strategies was found to enhance the customer experience, increase sales conversion and improve overall retail performance. The findings of this study have practical implications for retailers and marketers seeking to leverage technological innovation in their merchandising strategies. It highlights the importance of embracing emerging technologies such as augmented reality, virtual reality, mobile applications and smart devices to create immersive and interactive shopping experiences. Retailers can use these technologies to improve product discovery, provide personalised recommendations and streamline the buying process. In addition, the study highlights the need for continuous adaptation and investment in technology to remain competitive in the evolving retail landscape. This research contributes to the existing body of knowledge by systematically synthesising the available evidence on the role of technological innovation in merchandising. It provides valuable insights into the potential benefits and challenges associated with the adoption of new technologies in the retail sector. This study serves as a valuable resource for academics, practitioners and policy makers interested in understanding and harnessing the power of technological innovation in merchandising.