School of Management (capstones)

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https://er.auk.edu.ua/handle/234907866/3

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AI IN THE BOARDROOM: DIRECTOR SENSEMAKING IN UKRAINIAN CORPORATE GOVERNANCE
(Manuscript, 2026) Skorupych, Artem
While artificial intelligence increasingly influences organizational decision-making, how corporate board directors make sense of AI for governance purposes remains underexplored, particularly in non-Western and high-stress contexts. This study investigates three questions: how boards currently engage with AI, how board composition and organizational context shape directors' perspectives, and what governance practices directors identify as necessary for responsible adoption. Using a qualitative design, the research collected data through semi-structured interviews (n=5) and written qualitative surveys (n=17) with Ukrainian board directors across banking, technology, energy, healthcare, and other sectors. Analysis followed Gioia-inspired methodology, progressing from first-order concepts through interpretive themes to aggregate theoretical dimensions. Findings reveal directors hold a dialectical understanding of AI—simultaneously recognizing its potential to address cognitive constraints (information overload, backward focus, data fragmentation) while creating governance risks (explanation difficulties, accountability ambiguity, judgment erosion). Board composition, particularly the mix of technical and traditional expertise, systematically shapes these perspectives, while Ukrainian wartime conditions create paradoxical pressures making AI both more urgent and more risky. Directors converge on governance practices emphasizing human-in-the-loop principles, formal frameworks, transparency, and director capability-building. The study contributes to bounded rationality, upper echelons, and socio-technical systems theories while demonstrating how extreme contexts function as theoretical microscopes, revealing dynamics relevant to boards globally.
IMPROVING TASK COMPLETION PREDICTABILITY AND WORK VISIBILITY IN OUTSOURCED IT PROJECTS USING PROCESS FORMALIZATION AND AI – ASSISTED COMMUNICATION AUTOMATION
(Manuscript, 2026) Diak, Petro
Outsourced IT projects often suffer from unpredictable task completion, limited real-time visibility, and coordination inefficiencies caused by inconsistent status updates and fragmented communication. In the studied environment, Data Engineers and QA engineers update work items in Azure DevOps irregularly, follow individual reporting routines, and frequently communicate via ad hoc messages in Microsoft Teams. As a result, task boards do not reflect the actual state of work, architects and leads are overloaded with coordination tasks, and project managers lack timely information for decision-making. This reduces delivery predictability and erodes client confidence. This Capstone addresses these issues by developing a Task Visibility and Predictability Framework that combines process formalization with AI-assisted communication automation. Using qualitative methods and semi-structured interviews, the study applies open and axial coding to identify causes of visibility breakdowns and coordination overload. Based on Agile governance and project-management practices, the framework establishes clear reporting responsibilities, standardized update routines, and structured communication rules. The framework introduces formal update triggers, minimal documentation standards, and role-specific responsibilities. It also incorporates lightweight AI-assisted mechanisms—such as reminders, stale-task detection, and Azure DevOps–Microsoft Teams integration—to support timely updates without relying on complex models or large datasets. Its application shows improved task visibility, fewer outdated task states, reduced need for status meetings, and lower coordination burden. The findings suggest that even simple automation, when aligned with clear processes, can significantly enhance transparency, predictability, and execution reliability in outsourced IT projects.
AN AI-DRIVEN PREDICTIVE MODEL FOR SCREENING LEGAL PROFESSIONALS IN INTERNATIONALLY ORIENTED UKRAINIAN IT COMPANIES
(Manuscript, 2026) Dzoban, Volodymyr
This applied research remedies a pressing talents issue for legal departments in Ukrainian IT companies because typical credentials are poor predictors for success in a fast-moving technology sector. The author created and tested a screening tool based on large language model and statistical modelling techniques to better evaluate candidates in an initial assessment stage. Using a dataset of 269 legal professionals who were 178 candidates for a major Ukrainian IT company and 91 professionals in the LinkedIn networking group, this study applied logistic regression analysis and narrative coding to explore predictors for success measured as acceptance of a job offer, retention for 24 months, and delivery of satisfactory performance. Results demonstrated that a background in the information technology industry, English language skills, foreign transaction experience, interest in technology, and a business focus were strong predictors for success, while traditional credentials such as university name, prior employment with a law firm, and membership in a bar association lacked predictive power. The model has 78.4% classification accuracy with 81.2% sensitivity and 75.6% specificity in cross-validation with AUC=0.78. It was used for creating a screening tool based on GPT for candidate screening where output classifies candidate data into organized assessments with scoring points for strong traits, areas of concern, and interview recommendations. Pilot testing showed a 60% reduction in screening time while maintaining quality. This study addresses a repeatable approach for statistical model development in the context of a particular legal staff environment and a usable screening tool for the technology sector legal recruitment. The results of this research challenge traditional forms of credentialism associated with legal recruitment and establish that culture fit factors potentially outperform legal credentials.
MANAGEMENT TRANSFORMATION IN THE UKRAINIAN VACATION SHORT-TERM RENTAL MARKET: LEVERAGING AI TOOLS FOR MARKETING AS A COMPETITIVE ADVANTAGE AND RESOURCE OPTIMIZATION
(Manuscript, 2026) Danchak, Nestor
The rapidly growing artificial intelligence industry is transforming hospitality operations, with applications spanning automated customer service, content generation, and workflow optimization. While large hotel chains have more resources to adopt enterprise AI solutions, small vacation rental operators managing cabins, cottages, and nature-based properties face critical challenges: dependence on online travel agencies (OTAs) extracting 15-25% commission fees while controlling customer relationships, combined with resource constraints limiting competitive response capabilities. This capstone develops a management framework enabling small Ukrainian vacation rental operators to leverage accessible AI tools for marketing automation, platform independence, and resource optimization. The research employs qualitative methodology: empathy mapping and customer journey analysis. Applying them across nine in-depth interviews with vacation rental guests. Analysis identifies five distinct guest segments (Aesthetic Sensualists, Comfort Planners, Nature Explorers, Festive Socializers, Retreat Seekers) and three universal friction points: insufficient online brand presence, slow communication response times, and content-audience mismatch. The resulting framework integrates four automated components implemented through a phased 12-week roadmap, reducing weekly operator time to 2-3 hours while targeting 30-40% direct booking conversion within six months. While specific AI tools evolve rapidly (ChatGPT, Make.com, and Google Vision AI may be superseded), the framework emphasizes goal-oriented methodology: defining clear key performance indicators (KPIs), validating tool effectiveness against strategic objectives, and continuously adapting technology choices to serve business outcomes rather than pursuing technology for its own sake. This research proposes an actionable framework enabling resource-constrained operators to potentially achieve competitive advantages through strategic AI adoption. The framework design suggests significant time savings and platform independence opportunities.
USE OF ARTIFICIAL INTELLIGENCE IN THE MANAGEMENT OF SECONDARY EDUCATION INSTITUTIONS IN UKRAINE
(Manuscript, 2026) Vyslynskyi, Bohdan
The management of secondary education institutions increasingly relies on digital tools to support administrative decision-making and organizational processes. While Artificial Intelligence (AI) has been widely discussed in the context of teaching and learning, yet its use in secondary school management remains underexplored. This study examines institutional readiness, current patterns of AI use, and perceived risks of AI adoption in the management of secondary education institutions in Ukraine. Using a mixed-methods approach, the study combines data from an online survey of 43 urban school administrators with insights from ten semi-structured interviews. The findings show a state of moderate readiness, as most schools indicated some level of infrastructure and strategic planning for AI integration. However, only a few cases of systematic use of AI have been reported in administrative practices. In most cases, respondents apply AI in isolated instances or pilot projects. AI applications are therefore most common in relatively simple administrative areas, such as scheduling and resource allocation, while their use remains rare in more complex areas, including decision-making and performance monitoring. The main barriers to wider AI adoption include concerns related to data protection, regulatory uncertainty, insufficient funding, and limited staff capacity. These findings suggest that effective AI integration in school management requires clear governance frameworks, targeted professional development, and upgrades to digital infrastructure.
MSMES AS A KEY DRIVER OF UKRAINE’S RECOVERY: EVALUATING SUPPORT PROGRAMS, COMPARING INTERNATIONAL PRACTICE, AND CREATING A BANK-HUB STRATEGY
(Manuscript, 2026) Zhulanova, Yuliia
This capstone is a consulting engagement that addresses three applied questions: (1) what the available market and program evidence suggests about the effectiveness of Ukraine’s MSME support instruments in 2022–2024; (2) how these instruments compare with historical and institutional lessons from South Korea, Israel, Japan, and the Marshall Plan countries; and (3) how a bank-based delivery approach can be structured to scale support under high risk and uncertainty. The analysis relies on practical evidence from operational statistics, program and administrative reporting, and donor/IFI documentation. Because inputs are fragmented across sources, results are synthesized through a unified KPI logic—drawing on OECD and World Bank evaluation approaches adapted to wartime conditions—and presented in comparative tables and appendixes. Oschadbank is used as a case study with a significant market role to validate and illustrate program findings at the bank level. The work also uses historical context to refine instrument design choices and to translate international experience into feasible steps for Ukraine. Results show that Ukraine deployed a broad toolkit dominated by subsidized lending and guarantees: over 100,000 loans were issued under “Affordable Loans 5-7-9%” (several hundred billion hryvnias), and over 30,000 loans were covered by state portfolio guarantees. Donor and hybrid facilities increase leverage and program quality (approximately 2–4×). The Oschadbank case indicates strong scaling capacity: its MSME loan portfolio increased more than threefold in 2022–2025, with around UAH 65 billion disbursed, supporting the feasibility of consolidating delivery through a Bank-Hub approach. Scenario simulations suggest that an MSME-focused Bank-Hub envelope of EUR 300 million+ could support several thousand additional investment projects and mobilize over EUR 1 billion when combined with IFI risk-sharing. The capstone concludes with an action-oriented plan to priorities instruments, rebalance support toward risk-sharing and blended finance, strengthen unified data and monitoring, and add a venture/equity pillar for innovative and high-growth firms.
DEVELOPMENT OF PRINCIPLES OF AN INNOVATIVE MODEL OF GROUP BUYING PLATFORM FOR ESTABLISHED COMMUNITIES: THE UKRAINIAN CONTEXT
(Manuscript, 2026) Natalukha, Vitalii
This research develops principles for an innovative Group Buying Platform (GBP) model tailored to the specific socio-economic context of Ukraine as a “frontier” economy and characterized by high inflation, institutional instability, and a social structure having low generalized trust. The study investigates how digital platforms can leverage pre-existing social ties within established communities, such as neighborhood associations and professional collectives, to facilitate collective bargaining power and overcome the interaction frictions. A qualitative survey was conducted with 37 residents of multi-apartment buildings in Kyiv to test hypotheses regarding consumer interest, trust dynamics, and willingness to pay for platform services. The results reveal that while economic savings are the primary motivator, the main barrier to participation is the risk of disorganization and financial loss. Data analysis confirms that a significant majority of users are willing to collaborate with strangers if the platform provides a guaranteed “Safe Wallet” escrow mechanism, effectively substituting institutional trust for interpersonal trust. The study concludes that sustainable investment model prioritizing resilience and sustainable growth is essential for the Ukrainian market. The proposed business model utilizes a bottom up, consumer-initiated approach that empowers existing communities to organize, thereby creating tangible economic value for households and acting as a substitute institution that fosters a culture of broader economic cooperation.
GROWTH STRATEGIES IN SUBSCRIPTION-BASED B2C STARTUPS: EVIDENCE FROM UKRAINIAN TECH ECOSYSTEM
(Manuscript, 2026-01) Honyk, Bohdan
This capstone project investigates how Ukrainian subscription-based B2C digital startups perceive and implement their growth strategies while operating within venture-builder ecosystems. The research addresses the central question of how Ukrainian subscription-based B2C startups grow within venture-builder structures, utilize shared capabilities, and how this context influences their acquisition, activation, retention, and monetization strategies. To answer this, the study also examines questions related to experimentation velocity, funnel standardization, and the trade-offs between autonomy and centralized support. The data were collected through seven semi-structured in-depth interviews with founders and C-level managers responsible for growth in venture-builder portfolio companies. Using a qualitative multiple-case design, all interviews were analyzed thematically across five constructs: acquisition, activation, retention, monetization, and venture builder ecosystem support. The findings reveal strong convergence around ecosystem-wide growth playbooks, including quiz-first onboarding, email-driven retention, and performance-based acquisition. At the same time, substantial divergence arises from differences in team autonomy, resource-sharing arrangements, product maturity, and product launch strategies. The study concludes that venture-builder ecosystems function simultaneously as accelerators and constraints: they reduce operational friction, diffuse best practices, and impose structural boundaries that shape strategic behavior. These insights have practical implications for founders and venture builders seeking to balance standardization with flexibility.
MANAGING THE WORK DYNAMICS OF LOCAL AND INTERNATIONAL STAFF WITHIN REPRESENTATIONS OF INTERNATIONAL ORGANIZATIONS IN UKRAINE
(Manuscript, 2026) Yermak, Yakym
This research investigates the status of Human Resource Management (HRM) practices in international organizations in Ukraine. The focus of this research is HRM differences toward expatriates and host country nationals (HCNs), and the impact of cultural trainings/onboarding on the collaboration of both groups. The study is built on Elton Mayo's Human Relations theory, and Configurational theory by John E. Delery and D. Harold Doty. These theories proclaim that strong interpersonal connections and synchronized HRM practices toward the staff lead to a high level of effectiveness for the whole organization. The data for this research was gathered through the open survey, where 46 expatriates and HCNs left their feedback on the status of HRM practices in their organizations. Participants presented organizations working in various fields: defense sector, culture, education, embassies, and others. The key findings of the research indicate differing perceptions of HRM practices and their impacts between HCNs and expatriates. HCNs report that HR differences influence negatively their perception of equality in the organization and basic work processes. More than half of the expatriates don't see these correlations. From the training side, it was identified, that cultural onboarding is a necessary step for strengthening working practices between HCNs and expatriates. These results contribute to the existing HR academic literature and deepen knowledge in the field of local and international staff cooperation in international organizations.
TEAM RESILIENCE DEVELOPMENT IN BUSINESS ORGANIZATIONS: WARTIME OPERATIONS EXPERIENCE
(Manuscript, 2026) Korol, Andrii
This research studies team resilience as a core component of organizational resilience in the context of extreme and prolonged crisis. Organizational resilience is understood as a dynamic capability that give ablity for organizations to anticipate, overcome, adapt to, and transform internal processes in order to sustain survival, consistency and growth under conditions of uncertainty, volatility, and disruption. While existing literature identifies multiple interrelated components of organizational resilience such as leadership, strategy, operations, finance, culture, learning, and networks, this study focuses specifically on team resilience as a critical, underestimated launching mechanism. The objective of the research is to analyse how managerial decisions and leadership practices influenced the development of team resilience in Ukrainian organizations during the full-scale war in Ukraine. The study explores how teams were stabilized, coordinated, motivated, and adapted under conditions of high uncertainty, time pressure, and emotional deformation, and how these processes contributed to develop organizational resilience. The findings disclosed team resilience during crisis emerges not as a single practice, but as a configuration of interdependent managerial mechanisms. Leadership presence and sensemaking, rapid and reversible decision-making, intensified, transparent and fair communication, redistribution of responsibility, and meaning-based motivation were identified as primary resilience enablers during the initial shock phase. At the same time, the study highlights several crucial structural blind spots, including over-reliance on leadership centrality, delayed formalization of learning, communication saturation, unarticulated emotional labour, and uneven distribution of resilience capacity across organizational levels. Based on these insights, the research proposes a multi-stage framework for strengthening team resilience as an integral part of organizational resilience. The framework combines immediate crisis-response practices with longer-term institutionalization mechanisms and provides actionable recommendations for organizations operating not only in wartime or crisis contexts, but also in environments characterized by continuous instability.
MOTIVATION TOOLS IN COMPANIES WITH DIFFERENT LEVELS OF INNOVATION
(Manuscript, 2025) Zasiedatielieva, Yaroslava
The topic of the research is to analyse the impact of motivational tools on the innovative development of companies in the context of the countries' positions in the Global Innovation Index. The main question of this study is how innovative companies use motivational strategies to stimulate creativity and innovative development. The participants are companies from countries that currently rank high in the innovation rankings (Switzerland, Sweden, the United States, Singapore, and the United Kingdom), as well as from countries that currently rank low in the innovation rankings (Nigeria and Nepal). For each country, two companies were selected: one large and well-known company engaged in innovation or technology development, and one medium-sized or local company. The method of data collection was based on content analysis of official materials, including corporate websites, HR policies, reports and media publications. The results of the research show that Self-Determination Theory is an effective tool for stimulating innovation in both high and low ranking countries in the Global Innovation Index. Potential implications of the study include recommendations for companies to develop effective incentive strategies that promote innovation. Future research could be focused on creating universal incentive models that consider global and local specifics.
THE ROLE OF FEMALE LEADERSHIP IN BUSINESS INNOVATIONS
(Manuscript, 2025) Volynets, Maryna
This research explores the role of female leadership in driving business innovation, addressing the critical question of how gender diversity in leadership impacts organizational creativity and innovation outcomes. Using firm-level data from the EBRD-EIB-WBG Enterprise Surveys conducted between 2018 and 2020, the study investigates the influence of female representation in top management and ownership on innovation metrics, including product and process innovations. The analysis consists of descriptive statistics, correlation analysis, and regression modeling to assess the relationships between female leadership and innovation outcomes, uncovering a critical threshold of at least 10% female representation in leadership roles. The results reveal that firms meeting or exceeding this threshold exhibit significantly higher rates of innovation, with product innovation increasing by 11.55% and process innovation by 8.45% compared to firms below the threshold. Moreover, the findings highlight the complementary role of majority women ownership in fostering innovation. Strong correlations between female leadership metrics and innovation outcomes underscore the importance of gender diversity in driving organizational performance. The study aligns with prior research, refining the understanding of critical mass in leadership diversity and its impact on innovation. Implications include the need for organizations to implement policies that elevate women into leadership positions and promote diversity as a strategic advantage. Future research could explore the effects of surpassing higher thresholds and examine industry-specific or regional variations. By demonstrating that even modest levels of female leadership can significantly enhance innovation, this study provides actionable insights for businesses and policymakers whose goal is developing inclusive and innovative organizational cultures.
MANAGEMENT OF STRATEGIC GROWTH IN B2B MARKETING: EFFECTIVE APPROACHES TO BRAND BUILDING AND SALES ACTIVATION (CASE STUDY)
(Manuscript, 2025) Volokhova, Maryna
This capstone explores the strategic management of growth in B2B marketing, focusing on balancing long-term brand building and short-term sales activation to achieve sustainable outcomes. The research addresses the question: How can B2B marketers effectively harmonize branding and sales strategies to foster growth? Using a mixed-methods approach, the study integrates insights from literature, survey data, and a Salesforce case study to highlight practical applications of theoretical models. The primary objective of this research is to explore the alignment between prevailing perceptions of effective B2B marketing strategies and evidence from academic research and Salesforce case study. The findings emphasize the importance of mental availability, consistent branding, and emotional storytelling in B2B contexts. Survey data reveals a preference for short-term sales tactics over long-term brand-building investments, reflecting gaps in understanding the compounding benefits of brand equity. The Salesforce case study demonstrates how leading organizations balance these priorities through thought leadership, customer advocacy, and data-driven strategies. The study concludes that achieving sustainable growth requires integrating emotional and rational messaging, leveraging customer advocacy, and adopting data-driven decision-making. These insights bridge theoretical frameworks with real-world applications, offering actionable recommendations for practitioners. Future research is proposed to explore evolving digital marketing dynamics and the integration of artificial intelligence in B2B strategies.
ANALYSIS OF INVESTMENT STRATEGIES FOR DRONE MANUFACTURING ON EXAMPLE OF AILAND SYSTEMS
(Manuscript, 2025) Tyshchenko, Daria
The drone manufacturing industry is one of the most dynamic and rapidly evolving sectors worldwide. It plays a vital role in defense, agriculture, logistics, and construction, with growing demand fueled by advances in technologies and AI. The full-scale war in Ukraine, along with these technological shifts, accelerated the need for enhanced drone capabilities. Ukraine's drone sector has demonstrated rapid growth since the start of the full-scale war in 2022, driving innovation and local production. International and local investors, venture capital firms, business acceleration, and government programs have increasingly supported this growth. However, the industry faces challenges, including supply chain reliance on China, regulatory hurdles, war-time risks, and export limitations. This capstone explores strategic investment opportunities in drone manufacturing, focusing on Ukraine. Through a financial analysis of Ailand Systems as a case study and risk and opportunities analysis using the PESTEL model, it provides insights into investment potential and strategic directions. The report is structured to first review the global market, then analyze investment opportunities, analyze a case study of Ailand Systems, identify industry challenges, and offer actionable recommendations for drone manufacturers on the example of Ailand Systems.
ASSESSING THE IMPACT OF AI INTEGRATION ON BUSINESS EFFICIENCY AND PROFITABILITY: A CASE STUDY ANALYSIS
(Manuscript, 2025) Tkachuk, Oksana
The objective of this research is to evaluate how artificial intelligence (AI) can enhance business productivity and efficiency, particularly in response to the labor shortage crisis. This shortage is driven by demographic shifts, economic and social factors, skills mismatches, economic uncertainties, and evolving work preferences. Industries such as technology, healthcare, manufacturing, construction, finance, and education are most affected. AI technology has the potential to address these challenges, as evidenced by reports indicating significant improvements in productivity and potential GDP growth. This research aims to assess the impact of AI on business efficiency and profitability using real-case examples and modeling through Profit and Loss Financial Statements. The object of research in this study is the impact of AI technologies on business operations, with a focus on management-related aspects such as operational efficiency, financial performance, and strategic integration. The research addresses the critical challenges posed by global labor shortages and evaluates how AI can transform managerial processes to enhance productivity, profitability, and competitiveness. The study will examine AI's effects on operational efficiency, and financial performance, and provide a framework and roadmap for successful AI integration.
GLOBAL MANAGEMENT STRATEGIES FOR DEMOCRATIZING HIGHER EDUCATION VIA IDG FRAMEWORK IMPLEMENTATION: INSIGHTS FROM 57 CASES
(Manuscript, 2025) Shtaltovna, Yuliya
This paper explores the integration of Inner Development Goals (IDGs) within higher education, focusing on the concept of democratization, leadership, and the role of universities in shaping sustainable careers. The study reviews key theories and concepts surrounding the democratization of higher education and investigates how the IDGs framework can contribute to the development of leadership skills and social equity in educational settings. Through a comprehensive literature review, the research identifies the challenges and opportunities in implementing IDGs. Research Object: Global management strategies used in implementing the Inner Development Goals (IDG) Framework within higher education institutions globally. The objective is to document and understand how these strategies contribute to democratizing leadership education, promoting sustainable development, and meeting the complex demands of 21st-century leadership across diverse cultural and institutional contexts through 57 detailed case studies worldwide. The research methodology emphasizes a qualitative approach, involving the collection and analysis of 57 cases from global higher education institutions, evaluating how IDGs have been adopted and implemented. The findings highlight the significant potential for IDGs for transformative educational experiences that enhance personal development and societal impact. The paper concludes with a reflection on the importance of universities embracing IDGs as a tool for global leadership, sustainability, and community building. It also outlines the necessary steps to overcome barriers to IDG integration and suggests strategies for enhancing educational frameworks to prepare students for the complexities of the modern world.
ENHANCING THE LEVEL OF MOTIVATION AMONG MILITARY PERSONNEL IN ORDER TO IMPROVE TASKS FULFILLMENT EFFICIENCY
(Manuscript, 2025) Shevchenko, Oleksander
Motivation of military personnel is a key factor in ensuring the effectiveness and combat readiness of a modern army. It has a direct impact on morale, commitment and performance, determining their ability to perform effectively in challenging environments. Understanding the motivational factors that drive military personnel to join the army, continue their service, or achieve high performance is important for strategic planning and maintaining the effectiveness of defense structures. Existing research on motivation in the military sphere is mainly focused on armies involved in conflicts on the territory of other states, such as peacekeeping missions or interventions abroad. However, such results often do not take into account the specifics of armies operating in the defense of their own territory, where the stakes are much higher both at the individual and collective level. This paper examines the impact of material and non-material incentives on military personnel motivation, with a focus on comparing the effectiveness of different types of incentives, such as cash bonuses, social benefits, medals, and career opportunities, as well as non-material factors such as recognition, team support, and psychological resilience. The study complements the existing work on motivational factors by analyzing their effectiveness in modern conditions and comparing theoretical models with empirical data. The methods used include a literature review and surveys of military personnel, which allows us to offer recommendations for increasing mobilization efficiency, improving service conditions, and reducing the level of unauthorized abandonment of units. The results showed that material incentives meet the basic needs of military personnel and are critical, but their effectiveness is reduced without the support of non-material aspects. Non-material incentives, such as recognition, team support, and leadership from commanders, have a lasting positive impact on morale and performance. Unit cohesion and social support also significantly reduce stress levels and increase combat effectiveness.
THE ROLE OF SOCIAL MEDIA IN DEVELOPING INDUSTRY LEADERSHIP AND IMPROVING BUSINESS STRATEGIES IN THE B2B SEGMENT
(Manuscript, 2025) Shapravska, Tetiana
This study investigates the role of social media in fostering industry leadership and improving business strategies in the B2B segment in Ukraine. The object of the study is the social media and business strategies in the B2B segment in Ukraine. The research examines how platforms such as LinkedIn, Facebook, Instagram, Telegram, YouTube and X contribute to building corporate reputation, strengthening stakeholder relationships, and driving strategic innovation. Through a comprehensive methodology incorporating platform analysis, content analysis, and surveys of B2B communication professionals, the study explores the intersection of social media and business strategy. The findings reveal that social media serves as a critical tool for demonstrating thought leadership and industry expertise, enabling companies to position themselves as credible and innovative market leaders. Platforms allow businesses to engage directly with stakeholders, facilitating trust-building and transparent communication. Additionally, social media provides real-time insights into market trends and competitor strategies, supporting flexible decision-making and strategic adaptation. While many Ukrainian B2B companies leverage social media for opinion leadership and engagement, the potential to drive innovation and long-term partnerships remains underutilized. Challenges such as algorithms variability, content oversaturation and the need for high quality, consistent content emphasize the need for strategic, platform-specific approaches. The study also highlights the growing importance of corporate social responsibility and reputation management in the Ukrainian socio-political context, with social media playing a key role in these efforts.
THE ROLE OF MACHINE LEARNING-DRIVEN SOLUTIONS IN ENHANCING MANAGERIAL DECISION-MAKING IN THE RETAIL INDUSTRY
(Manuscript, 2025) Samko, Vladyslav
Traditionally, data processing in the retail industry heavily relies on manual methods or situational sampling, often affected by human factors such as data manipulation or falsified photo reports to hide poorly executed tasks. The purpose of this research is to analyze the practical impact of implementing machine learning (ML) technologies on enhancing managerial decision-making and business process transformation in the Ukrainian retail sector. The research aims to answer the question: How do ML-driven solutions improve the quality and efficiency of managerial decision-making in the Ukrainian retail sector? Hence, the project involved the Confectionery Corporation “Roshen” and its 20 subsidiary distributors to conduct the study and answer the stated question. Mix of quantitative and qualitative methods have been utilized in the project to assess the implementation and performance of ML-driven solutions. Based on the results of this implementation, the adoption of ML solutions optimized personnel management, improved analysis and evaluation of merchandising performance, minimized manipulations, and automated processes, thereby enhancing the quality of managerial decision-making in Confectionery Corporation “Roshen” and its 20 subsidiary distributors. The findings of the research highlight the efficiency of ML-driven solutions and show their potential for other areas such as sales forecasting of new products and marketing research. Future research should focus on enhancing automatization of current solution and exploring additional opportunities for leveraging ML to optimize business operations, reducing operational costs and strengthen competitive positioning in the retail sector.
INVESTMENT MANAGEMENT STRATEGIES FOR UKRAINE IN WARTIME: NAVIGATING CHALLENGES AND LEVERAGING OPPORTUNITIES (FINANCIAL SECTOR OF THE ECONOMY)
(Manuscript, 2025) Pylypchuk, Dmytro
Ukraine is currently in a state of war and major part of the government budget goes to security and defense sector. Around 20% of the expenditure is left for economic, social, infrastructure, and healthcare sectors. Investment strategy for Ukraine is needed to attract not only investments in the form of a financial aid, but also direct investments. The key to successful adaptation of the economy lies in the dimension of the long – term investment strategy needed for reconstruction and sustainable development. Methods for data collection process included open – source data analysis of the National Bank of Ukraine, Ministry of Finance, UkraineInvest, World Bank. Collected data for Ukraine had been compared to peer countries to assess current state of investment climate of Ukraine. Methods such as correlation – regression analysis and economic – mathematical forecast had been used to assess efficiency and correlation between foreign direct investments and development of financial sector of Ukraine on the example GDP growth. FDI inflows to Ukraine have been compared to the nominal values of GDP in Ukraine resulted in regression coefficient of 5.7770 representing the estimated marginal effect of FDI to Ukraine on the GDP of Ukraine in this model. Correlation coefficient resulted in 0.4161, which indicated a moderate positive relationship between FDI inflows and GDP of Ukraine. Results of analysis show that wartime conditions have accelerated the restructuring of the economy, fostering new sectors, partnerships and reforms which can become the ground for future growth. Furthermore, for a successful investment management strategy, it is essential to have a roadmap with clear directions and performance indicators. Main factors for investment management strategies are supported by key directions outlined on the country level in the form of a framework and should be reflected in the following areas: • Continuous financial assistance to Ukraine from developed countries, international organizations. • Enhancing the cooperation between the National Bank of Ukraine and the government to support the real sector of the economy. • Launching of international programs and projects for the reconstruction of the economy, focusing mainly on agriculture and agribusiness.

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