Retail trade, as the final stage of the movement of goods, plays a crucial role in ensuring the efficiency of the state’s economy and the well-being of its population. In the conditions of war, the uninterrupted operation of retail enterprises has become the foundation for the survival and further development of manufacturing enterprises in the FMCG market and a guarantee of food security in Ukraine. During the war, domestic retail underwent specific stages of survival and development, responding to external challenges in unique ways and employing unconventional approaches and solutions to overcome them. The aim of the article is to determine the life trajectory of retail during the war, systematize the approaches of domestic retailers to adaptation and business activity recovery. In the research general scientific methods, including theoretical genera­lization, systematization, and grouping; abstra­ct­ion, analysis, and synthesis; statistical method; deduction and induction methods were used. The main challenges of retail in various spheres of activity were considered, and survival and recovery methods under heightened political risks were generalized. A life trajectory of the trading business in times of war has been constructed, encompassing four main stages driven by the dynamics and contradictions of changes in the trading business’s external environment. Ways to overcome (reduce the negative impact) retail challenges in the conditions of martial law were systematized. It has been established that the key principles of survival and development for retail in the context of full-scale war in Ukraine are flexibility, maneuverability, adaptability, and the use of a situational approach to overcome unforeseen challenges. Systematizing the positive experi­ence of restoring business activity in retail during times of war allows its direct application or adaptation for various market segments, industries, and individual enterprises in the dynamic nature of changes.

The strategy of import substitution in the national economic policy, which provides the creation of conditions for the domestic production development, is mainly based on production capabilities and is aimed at ensuring the socio-economic and security needs of the country. Much less emphasis was placed on the possibility of substituting domestically produced goods for the demand of the population. Much less emphasis was placed on the possibility of the population’s demand replacement with domesti­cally produced goods. However, in view of social security, especially in the conditions of martial law, when there are disruptions in the supply of products, in particular imported products, the correlation between the industrial and trade sectors within the policy of import substitution seems to be unfairly underestimated. So the issue of taking into account the parameters of retail trade when determining the priorities of the national policy of import substitution becomes relevant. Therefore, the purpose of the article is to investigate the potential impact of retail trade on the implementation of the policy of import substitution in the country and to determine the directions of trade business support for domestic production in wartime with the perspective of post-war recovery of Ukraine. Using the me­thods of analysis and synthesis, comparison, grouping and systematization, the article exa­mines the level of import dependence of the retail trade of Ukraine in the pre-war period, which gives an idea of the potential of import substitution in the industry. Evaluating the product structure of retail turnover according to the criterion of the ratio of domestic and imported products made it possible to establish product groups, the domestic production of which must be supported and developed. Using the analysis of the dynamics of the commodity structure of imports in the prewar and wartime period, commodity items were identified for which supply chains were restored and for which there is a sufficiently high domestic demand, reflecting the needs of the market under martial law. Also, based on the analytical assessment of the levers of influence of trade business on its supply chain partners – domestic suppliers, the directions of its support for domestic, import-substituting production have been determined. The involvement of trade enterprises in the implementation of the national strategy of import substitution with the perspective of post-war reproduction involves the transformation of approaches to the integrated management of supply chains.

The residential real estate market plays a key role in the development of global and national economies, since it has acted as a powerful driver of GDP growth, increasing the level of employment, household incomes, and profitability of financial institutions, construction organizations and trading enterprises. The house price growth has two dimensions, threat to financial stability and source of economic development. The aim of this research is to formulate a list of criteria, based on which one can decide whether the house price at a given stage of housing market development needs to be constrained or not. The aim is achieved by a multi-perspective analysis of residential real estate market in Ukraine and its evolution. This research is based on general scientific and special methods of cognition, including abstract logical reasoning, grouping, and statistical analysis. The factors that con­tribute to the growth of house prices are formed using the method of principal component analysis, and the effect is estimated using least squares regression. Five stages of the evolution of the Ukrainian residential real estate market are identified according to two general indicators: housing price growth and credit activity. The segmentation is based on signi­ficant changes in market conditions and/or changes in housing price drivers, as well as changes in the regulatory environment. Factors affecting house prices at each of these stages were investigated using principal component analysis to identify variables for regression analysis. A set of criteria has been formed using which one can assess if the current rise in housing prices poses systemic risks to the national financial system and overall economy. Three hypotheses were put forward and their empirical verification was carried out, according to the results of which it was established that demand factors had the greatest impact on housing prices during the observation period; macro-financial conditions primarily affect prices on the primary real estate market; lending conditions affect price dynamics mainly only at the first stage of development of the housing market in Ukraine, which are determined in this study. The main drivers of the housing market in Ukraine are the unemployment rate, income growth levels, and population size. The conclusions drawn can significantly contribute to the monitoring system of the housing market in Ukraine and the analysis of the systemic risks it generates.

The startup ecosystem of each country contains separate elements and reflects the effectiveness of their interaction, which is also reflected in regional ecosystems. The aim of the research is to identify and rank the start-up ecosystems of the regions of Ukraine according to various indicators, distinguish the differences between the ecosystems and determine the main directions of their development, expansion within a separate region. In the research multifactorial comparative analysis in four stages has been used, such as: justification of the indicator system, normalization of the matrix of standardized coefficients, squaring of all elements of the matrix of standardized coefficients and placement of the obtained rating values by rank. The highest level is charac­terized by a sufficient number of supporting elements that help startups find financing options and accelerate market entry processes; the high level has a dynamic ecosystem that helps early-stage startups find support and funding programs; the medium level has a developing ecosystem, and the existing business structure contributes to the development of the startup movement in the region; the low level has the potential for further development and additional initiatives by local authorities and business structures. According to the rating, the highest level was determined in Kyiv region, the high level is found in Dnipropetrovsk, Lviv, Odesa and Kharkiv regions, the average level is found in Donetsk and Zaporizhia regions. Other regions belong to the lower and the lowest levels, which emphasize the promising development of startup ecosystems in the regions. Regions with the highest level can focus on maintaining and expanding their existing ecosystem by providing additional support and funding for startups; with high indicators they can focus on the further development of its dynamic ecosystem, creating more clusters and events to attract startups and investors; medium level regions can consentrate on increasing the number of supporting elements to make it easier for startups to find funding and scale; with a low level regions can focus on conducting competitions, hackathons, involving the IT community for the development of the startup community.

On February 24, 2022, russia unleashed the first continental war in Europe in the 21st century, undermining the system of collective world security established after World War II. The aggravation of hostilities and the scale of the destruction of Ukrainian cities and critical infrastructure objects actualize the issue of national resilience research. The aim of the article is to substantiate the national resilience of Ukraine as a necessary condition for countering russian aggression, as well as to identify directions for its support. General scientific and special methods have been used: theoretical generalization, system analysis, systematization, statistical, grouping, and scientific abstraction. Ensuring national resi­lien­ce for Ukraine can be considered as a new stage of state building and restoration of sovereignty. National resilience determines the reaction of the state and society to internal and external challenges and threats. However, in the conditions of war, an important component in the development of national resilience is the international support of partner countries, which can satisfy the key needs of our state with their resources and diplomatic efforts. Such support includes the provision of humanitarian and military aid, financial assistance, and participation in international diplomatic efforts to negotiate a ceasefire and restore peace. The russian-Ukrainian war caused a series of global challenges that destabilized the international security environment. Key among them are: food, energy, humanitarian, security and environmental global challenges. Restoring global stability and countering new challenges is a common goal for all stakeholders. Using the Peace Fund’s approach to assessing the level of national resilience, the spheres of Ukraine’s national resilience were analyzed and its vulnerabilities were identified. The process of ensuring national resilience is multi-vector and requires careful planning and financing in all directions.

Current affairs in our country necessitate the introduction of effective steps for the post-war restoration of various spheres of the state and society. One of the most important aspects of Ukraine’s post-war restoration is currently considered to be the recovery of human capital, which will have a positive impact on improving various aspects of the state’s functioning. At the same time, it is important to continuously assess human capital by determining the relevant indexes, which should be facilitated by electronic governance. The aim of the research is to study the possibility of using electronic governance in Ukraine as a tool for reflecting the process of post-war recovery of human capital. The research was conducted using methods of theoretical generalization, compara­tive and systemic analyses, modeling. The paper analyzed the concept of human capital as a special type of capital that is expressed in the form of intellectual abilities and practical skills that were acquired in the process of education and practical activity of a person. The state of human capital in Ukraine before the war, which remained relatively stable until 2021, and during the war period, when there were noticeable losses of human capital under the influence of various factors, were analyzed. The prospect of post-war recovery of human capital was considered, with special attention. In addition, the concept and features of electronic governance as a tool for reflecting the recovery of human capital and one of the strategies for Ukraine’s post-war restoration were consi­dered. The dynamics of the Human Capital Index in Ukraine for 2010–2021 was analyzed. It was found that electronic governance, by analyzing data from official sources, makes it possible to calculate the Human Capital Index. It was noted that Big Data and artificial intelligence can be used to determine changes in human capital, which is possible due to the availability of electronic governance. The results allow us to state that there are significant opportunities to use electronic governance to assess human capital with a reflection of its post-war recovery.

Virtual assets, such as crypto-currencies, have become the object of significant interest in the conditions of global economic instability, when people are looking for alternative investment opportunities and means of saving funds. One of the reasons for the growing popularity of virtual assets in such conditions is their independence from traditional financial markets and the potential for diversification of the investment portfolio. In times of economic instability, such traditional assets as stocks and bonds can be highly dependent on market fluctuations. Instead, virtual assets can be a way for investors to preserve their funds and even make a profit. At the same time, the market of virtual assets is extremely risky. It is known for its volatility, which can lead to significant losses for investors. Therefore, the investment strategy, which provides for the distribution of assets to reduce risk, is optimal in conditions of economic instability. Virtual assets can play an important role in diversifying an investment portfolio, reducing overall risk, as these assets can respond to market events independently of traditional assets. The aim of this research is to determine the possibilities of using virtual assets in conditions of global economic instability. General scientific and special methods are applied: observation, description, comparison, analysis and synthesis. Data on prices of virtual assets and stock indices in online environments TraadingView and CoinMarketCap were used. The benefits of using virtual assets based on blockchain technology (using bitcoin as an example) in conditions of global economic instability are considered. A comparative analysis of the price of bitcoin with leading stock indices affecting the global economy was carried out. The main advantages and disadvantages of using virtual assets as investment tools and the prospects for their use in this area are determined.

With the beginning of hostilities, all pharmaceutical companies were forced to suspend their marketing activities. But from April-May 2022, promotional activities began to resume. The presented analysis of the phar­maceutical market of Ukraine for 2022 using the example of two groups of drugs – prescription and over-the-counter (according to the analy­tical system of market research PharmXplorer"/"Pharm­standard") shows that significant oppor­tunities have opened up for those pharma­ceutical companies that have timely resumed marketing activities with brand promotion. Under these conditions, timely response to new challenges, promptness and flexibility in making marketing decisions become the main tasks of the functioning of the brand management system. It is those brands whose managers realize that promotion in wartime is both a risk and an opportunity at the same time, will become trendy, will be able to optimize efforts and find non-standard solutions for positioning and promotion. The aim of the research was to analyze whether the military situation affected the development of the pharmaceutical market of Ukraine and to determine the main strategic decisions in the brand management system to increase the efficiency of the functioning of pharmaceutical business enterprises. Using such methods as generalization, analysis and synthesis, comparison, tabular and graphic representation, it was found that despite the negative impact of the war, the demand for medicines remains high. However, the efficiency of enterprises is determined by the chosen marketing strategy. Therefore, correction, adap­tation and rapid response to market needs are important for pharmaceutical business enter­prises in wartime. For this, it is important for pharmaceutical companies to take a clear social position and adjust their promotional efforts according to changes in consumer priorities. At the same time, it is advisable to constantly plan and implement marketing activities for the promotion of brands. This also applies to drugs – almost every brand can be replaced by another generic drug. Timely restoration and continuation of promotional activity of brands in the conditions of martial law is, on the one hand, a marketing challenge, but, as the results of last year show, it is also a great opportunity to gain a leadership position and strengthen the brand’s consumer loyalty.

Unequal conditions for the functioning of farms as a part of agricultural sector require strategic thinking and marketing orientation from farmers. The limited use of marketing tools in the management activities of farmers is associated with insufficiently adapted marketing provision for the specifics of farming. The aim of the article is to substantiate the marketing provision of the strategic development of farming based on a rational combination of optimal elements of modification models of the marketing mix. The theoretical and methodolo­gical basis of the research was made up of the fundamental positions of the general economic theory, the system-structural analysis of econo­mic processes, the results of the scientists’ work on the researched issues. Monographic, abstract-logical, graphic methods, analysis and synthesis, analogy, theory of rational choice, methods of points, expert evaluations, combi­ning, analytical hierarchy, and statistical proces­sing of information were used in the research process. Prerequisites of the marketing type of farm management are determined. Based on the generalization of the problems of farming in modern conditions, the expediency of using strategic marketing tools in the process of its activity is argued. The meaning and significance of marketing provision in the development of farming is revealed. A model of the farm marketing complex has been created. The marketing support of farming is substantiated, within which examples of the use of strategic tools are given. Farms that use strategic marketing have the advantages of successful adaptation to the market, different from their competitors. The application of reasonable marketing provision for the development of farming on the basis of a marketing mix adapted to the specifics of farming expands its possibilities and strategic horizons as a progressive business form.