Background. The booming development of information technologies has changed business models of companies, market mechanisms as well as economy. It is therefore necessary to investigate the directions of its influence on activity of the financial institutions and movements of financial resources in general. The aim of the study is to define the main directions of the impact of information technology on the financial potential of the country. Materials and methods. Information base of the investigation relies on the papers of domestic and foreign scientists, reports of consulting companies, electronic resources. General scientific and special methods of research were used. Results. There are many definition of “fintech”, a term used to cover difference forms of finance and technology interaction. At the moment there is no universal understanding of fintech, resulted mainly from radical changes in this sphere (regulations requirements, technical possibility ect.). However, fintech allows to optimize relation between financial institutions and customers, reduce risks and make movements of financial resources more effective. And this has a great impact on the financial potential of the country. Conclusion. Development of financial potential of the state is based on transformation of financial instruments, financial institutions and regulation changes. Main possibilities in this case are related to cryptocurrencies, such as bitcoin, which use blockchain technology. In this regard, central bank of Ukraine should focus on perspectives of this innovation instrument for achieving the economic growth.

Background. In recent decades, the role of international production networks has grown significantly. Individual country-members of IPN are increasingly faced with the inevitable decline in their domestic value added in exports, while other countries, on the contrary, increase the output, gross value added and, as a result, increase GDP and overall welfare of the country. The way in which countries are integrated into the IPN and the benefits they receive is greatly influenced by the determinants of industrial integration, which create opportunities for integration. Identification of these determinants is the aim of the study. Materials and methods. Theoretical and methodological basis for analytical representation of the data represented in the article were the works of local and foreign scientists in the field of economics and international trade. The base of statistical information is data of State Statistics Service, as well as data of world organizations UNCTAD, OECD, WTO. This paper uses a wide range of general and special methods including: methods of analysis, synthesis and comparison; the historical, statistical and structural analysis, etc. Results. A deep analysis of the determinants of industrial integration has been carried out. A conceptual approach was proposed. Its application makes it possible to determine the systemic effect of the determinants of industrial integration by calculating an index that takes into account the level of development of individual factors of production - the index of potential opportunities of integration to the IPN. The highest value of the index is in metallurgical industry (2.46), agriculture (1.99) and extractive industries (1.75). This confirms the raw material orientation of the domestic industry and indicates the underdevelopment of high-tech industries (branches producing computer and more sophisticated electronic products are of the smallest importance). Conclusion. The key factors that promote or hinder active participation in the IPN and increase the value added were identified. As a result of calculating the index of potential opportunities for integration, it was revealed which types of economic activity in Ukraine have a greater potential for integration to the IPN. There are mostly raw material industries. In order to remedy this, it is important to develop a strategy for deepening participation in the IPN and change the integration vector towards high-tech industries with a higher level of value added.

Background. Modality in the character of the world economy proves the constant renewal of the conditions of its functioning and ecological determinism in the interactions of international actors. After all, the political, economic and environmental interests of market counterparts in the form of reconciliation are complex, which can cause risks and bifurcations in market functioning. The joint counteraction to environmental threats requires the interest of all parties of the international community. The aim of the article is to identify trends in the development of diplomacy and mediation in the system of alternatives to environmental innovation that are reflected in the field of international economic relations and progressive initiatives of the society. Materials and methods. The article uses methods of macroeconomic analysis that deepens understanding of the essence of diplomacy and mediation, revealing their differences in the context of international environmental issues. Results. Peacemaking interests require not only the resolution of existing conflicts, but also the prevention of new ones. One of the practical measures in this area is the ability of countries to overcome conflictuality in the world by applying a set of actions on preventive diplomacy, which is in line with the diplomacy of peacetime and crisis diplomacy, the environmental axis. Traditionally, the format of publicity arises in the alternative - diplomacy and mediation. Comprehensive use of instruments of foreign policy of countries such as diplomacy and mediation provides the selection by its subjects of alternatives to environmental innovation during negotions, taking into account the principles of: potential, ability, mobility and progressiveness. Conclusion. The emergence of social conflicts because of various reasons (ideological, doctrinal, political, social, commercial and economic) determines the modernization of branches, sectors and institutions of diplomacy, as well as variability in the application of different types of mediation with the aim of their mutual enhancement or improvement in the practice of international environmental and economic relations of the countries of the world.

Background. Under the conditions of globalization, the nature of political power changes; nation states are losing part of their sovereignty under the pressure of the emerging global power. Now there are new subjects of public power, which, having economic power, determine the activities of the political power. At the same time, the deepening of contradictions, conflicts and threats in the world requires the intensification and strengthening of both the role of the state and the influence of international political institutions. The aim of this article is to analyze some aspects of interaction and interdependence of the world of politics and economy in the conditions of globalization, reveal the main tendencies of this process and the threats associated with it. Materials and methods. The research is based on a critical approach, the methodological basis of which constitute the following methods: analysis and synthesis, historical, systemic, comparative; principles of knowledge –- historicism, objectivity, systematicity, social conditionality. Results. Globalization implies a specific relationship between economic and political aspects. In a controversy on the impact of globalization on the balance of political and economic spheres, two different positions emerged. The first states that globalization weakens the nation state. The second is that globalization does not weaken the state, but challenges it. The main actors in power, to whom the states are forced to give up their particular sovereign rights, are international, transnational non-governmental organizations operating in the territories of the states, but remaining outside the influence of these states. Centers for making important social decisions shift from national to supranational level. International organizations, multinational corporations, developed countries make up a new system of global power that functions beyond the control of the public. Globalization, which involves openness and free competition for goods and services from around the world, turns for "weaker players" into the dominance of imported goods and the decline of their own productions. Therefore, the interaction of the political and economic spheres in the conditions of globalization is increasing and at the same time it becomes more controversial, ambiguous. Ukraine has joined the globalization processes and is taking steps to integrate. But there are certain problems in the relations between the subjects of political and economic power: the difficulties in relations between the Ukrainian state and IFIs (international financial organizations); inefficiency of state regulation in an open economy and high level of its dependence on foreign resources. Conclusion. Ukraine needs to enter the "average" level of economic development and the welfare of its citizens, to learn in practice democratic values. Only under such conditions globalization will bring our country success. For Ukraine, the main tasks are the transformation of certain functions of the state in the field of economy: from the controller to the arbitrator; concentration of the state apparatus on strategic functions instead of "patching the holes"; reduction of bureaucracy and corruption.

Background. In the hospitality business, commercial success is substantially dependent on the ability of management to maintain the structure of the target needs of hotel clients and form an optimal portfolio of hotel services. In these circumstances marketing serves as a strategic guideline, the focus of which is to establish long-term relationships at the micro and macro levels, with all market participants. The consumer carries out the choice, guided not only by criteria of price and quality, but also image benefits. The question of definition of possibilities of forming high-quality hotel product with the help of the concept of experience marketing are the object of this study. Analysis of recent researches and publications on selected subject allowed us to determine that the problem of the application of modern marketing trends, particularly of experience marketing, is gaining popularity in the world, but there are only the individual elements within the loyalty programs of the hotel in Ukraine. In this regard, the question of determining the possible ways of organizing sustainable impressions as a profitable business product has become the purpose of this article. The aim of the study is to solve a scientific problem connected with the development and substantiation of theoretical and practical aspects of forming new ideas of hotel business development based on experience marketing. Materials and methods. The methodological basis of the research consists of implementation of empirical and econometric methods. Results. An important achievement of this study is the disclosure of key aspects of using the concepts of the experience marketing by the domestic hotels. The range of directions of image characteristics formation, which in the future is a means of enhancing competitiveness, was offered. Conclusion. Despite the deepening recession and military threats, businesses need to take global marketing trends and at the intersection of threats and capabilities to develop its own model of socio-psychological and commercial interactions with customers and partners. Marketing techniques offered in the article are inexpensive, easy to realize and percept by the consumers of services and partners, flexible in terms of innovation, however, little used by domestic hotels. In-depth studies of the economic effects of experience marketing technology in domestic hotels are prospective.

Background. In Ukraine, more than 28,000 tender committees are involved in public procurement with more than UAH 800 billion in procurement, of which 40% ofpurchases are canceled, do not occur and are stopped by the appeals because of unprofessional nature. The aim of the article is to analyze the level of professionalism of a specialist in public procurement in the EU and Ukraine, studying the requirements of employers to the buyer, defining his professional competencies. Materials and methods. The research uses the methods of statistical analysis and systematization. Results. The analysis of the main ways of obtaining educational services in the field of public procurement in Ukraine and the EU countries has been carried out. The necessary requirements of the employer for the buyer, cognitive, socioemotional and professional skills of the buyer have been investigated. The professional standard of a specialist in procurements has been considered. Conclusion. New profession – public procurement specialist (purchaser in the public sector of the economy) with a corresponding set of professional knowledge and skills, has appeared on the labor market. The main ways of obtaining educational services in the field of public procurement in Ukraine are: short-term training and qualification programs; university education in the field of public procurement; international programs, which independently form the training program and competency of the buyer.

Background. The topics of brand management and branding technology, in particular, as well as its importance for creating the reputation of retail e-commerce companies, are relatively new to Ukraine. There is a need for research in the direction of brand management in the Internet as a whole and its particular aspects. Analysis of recent research and publications has shown that despite the existence of individual research papers on brand management, Internet commerce and company reputation, it is necessary to study the issue of the activities of retail e-commerce companies and the influence of brand management on its reputation. The aim of the paper is to reveal the role of brand management of the retail e-commerce company in shaping its reputation, to identify reputational factors important for online store customers, whose management by means of branding technology will contribute to the formation of a positive reputation of online businesses. Materials and methods. The research used the work of scientists who contributed to the theoretical and methodological aspects of brand management, legislation of Ukraine, Internet resources of research companies, as well as the results of research of online shoppers conducted by the author of the article. The following methods were applied: bibliographic, induction and deduction, analysis and synthesis; poll. Results. The statistics, collected and cited in the article, shows the importance of brand management and, in particular, branding technology for retail e-commerce companies. The results of the scientific research carried out by the author of the article confirm the relevance of the brands on the Internet and make it possible to conclude that the important factors influencing the decision to choose an online store are reputable. Their list has been determined, the essence has been studied and a comment has been given to each of them. Thanks to the survey an assessment of the importance of each of the factors of the online buyers who participated in the study has been received. Recommendations on taking factors into account in the process of brand management as an important factor for the formation of the online stores’ reputation were given. Conclusion. Unlike existing publications, interdependence between brand management and retail e-commerce reputation has been considered for the first time. The list of reputational factors of brand-management of online stores is formulated, their rating from the point of view of online buyers is given. Thus, the importance of branding and brand management technology for online trading companies as a significant factor in the formation of their positive reputation has been substantiated. Recommendations for taking into account each of the proposed factors are given. Further research is needed to address the actual reputation factors of brand management through branding technology in Ukraine and to explore other factors of brand management of retail companies.

Background. By ordering specialists training, the state can provide access to higher education and adjust the supply and demand in the market of skilled labor. For Ukraine, budget financing has a priority, therefore, it is expedient to justify existing problems in providing higher education with public finances and to find ways to level their influence on the development of higher educational institutions and the quality of educational services. The analysis of recent researches and publications has shown that theoretical and methodological research in this field can not be considered complete, because the dynamics of the state make constant adjustments to already established processes and trends, and therefore requires constant study. The aim of the article is to identify problems in the system of state financing of higher educational institutions of Ukraine and to find ways to eliminate them. Materials and methods. In the course of the research, methods of comparative analysis, synthesis and system approach were used in the analysis of the efficiency of budget financing of universities. The information base of the study is based on the legislative base of Ukraine that regulates the development of higher education, statistics of domestic and foreign institutions and organizations, analysis of scientific papers on financing of higher education. Results. The peculiarities of the legislative base regulating the state financing of universities, the effectiveness and coherence of which determine the mechanism and the executors of the state order for the training of qualified specialists have been explored and disclosed; it outlines the scenario of financing higher education at the expense of the state budget; regulates the mechanisms for the formation and distribution of public procurement and, as a consequence, forms the supply of labor potential in the labor market and its quality. Conclusion. Among the problematic issues that exist in the field of public financing of higher education, one can distinguish those that require the fastest solution, namely: the imperfection of the legislative framework, which requires further improvement of the processes of formation and placement of state orders for the training of specialists in higher education institutions; secondly, the irrational distribution of allocations by the main spending units among government contractors, which makes it possible for non-popular students to paranet at the expense of the state; thirdly, the low cost of training of one student, and, consequently, the insufficient level of funding for the university, which makes it impossible to improve the quality of educational services.

Background. The article considers with the main approaches to marketing communications enterprise costs accounting and analyzes the causal relationships between problems that arise due to limited access to high-quality costs information of reporti users and the current provisions that do not prevent their occurrence. The proposed approach based on the working hypothesis that the marketing communications costs accounting does not allow users of information to receive operative and qualitative information about enterprise marketing activity, therefore the offered approach of costs accounting information disclosure, mentioned above, will allow its users to operate relevant data, which is expected contributes to the effectiveness of its costs managing. The article aim is to improve the current approach accounting to marketing communications enterprise costs accounting, which using, would provide users the opportunity to receive more qualitative, objective information, which, in turn, will contribute to improving the efficiency of making managerial decisions. Materials and methods. The research was carried out using: monographic method, analysis and synthesis, induction and deduction, system analysis, classification-analytical method, graphic method and questionnaire. The information base of the research is monographic literature, Ukraine legal acts, materials of periodicals, as well as Internet information. Results. The proposed approach based on the working hypothesis that the marketing communications costs accounting does not allow users of information to receive operative and qualitative information about enterprise marketing activity, therefore the offered approach of costs accounting information disclosure, mentioned above, will allow its users to operate with relevant information, which is expected contributes to the effectiveness of its costs managing. It is proposed to differentiate the enterprise costs, directly related to the work of the sales department, and the costs related to the marketing department, in particular. Conclusion. With the development of an open economy and the active diversification of enterprises business processes, well-established accounting system does not provide users with full information to operate enterprise expenses data. In order to solve this problem it is proposed: to expand the concept content "marketing communications"; To improve the classification of marketing communications costs baseing on the purposes of using funds by the marketing department; Divide account 93 into two sub-accounts: account 93.1 – for the accumulation of costs information related to the work of the sales department; 93.2 – for the accumulation of costs information related to the work of the marketing department, including marketing communications costs; To exclude from the account 92 "Administrative expenses" expenses related to marketing activity. The accounting of marketing communications expenses in the context of proposed classification will provide an opportunity to conduct such costs detailed analysis in order to evaluate their effectiveness and feasibility.