AUK Digital Repository
American University Kyiv electronic data repository, also called an e-archive or centralized data repository
Recent Submissions
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.
EFFECTIVE STRATEGY PRIORITIZATION FOR SMES IN CRISIS MANAGEMENT: APPROACHES TO RESILIENCE AND RECOVERY
(Manuscript, 2025) Ponomarenko, Mykhailo
This research explores crisis management strategies employed by small and medium-sized enterprises (SMEs) in Ukraine to ensure survival and growth during severe disruptions, such as the ongoing war and prior global crises like COVID-19. The primary research questions include: How can SMEs effectively manage crises to remain resilient? What risks do they face, and what strategies mitigate these risks?
The main aim of the study is to examine the crisis management strategies employed by small and medium-sized enterprises (SMEs) in Ukraine during severe disruptions and to identify actionable frameworks to enhance their resilience and recovery.
The object of the research is the crisis management strategies and management practices of small and medium-sized enterprises (SMEs) in Ukraine, accumulated from the experience of Ukrainian enterprises, particularly during periods of severe disruptions such as economic instability, armed conflict, and other critical challenges.
The study is based on qualitative interviews with SME owners and managers across various industries, supplemented by insights from international reports and surveys. Participants shared their experiences with challenges such as operational disruptions, financial instability, market shifts, and workforce retention issues.
Key strategies adopted during the crisis included operational flexibility (employed by 75% of participants), digital transformation (70%), and market diversification (60%). Post-crisis recovery focused on sustainable practices and organizational culture enhancement, which participants identified as drivers of long-term resilience.
LEVERAGING DIGITAL TRANSFORMATION FOR COMPETITIVE ADVANTAGE: A TECHNOLOGY INTEGRATION STRATEGY FOR MANUFACTURING COMPANY IN E-COMMERCE
(Manuscript, 2025) Pastushenko, Vasyl
This study reviews how digital transformation, focusing on composable architecture, can enable manufacturing companies to enter the e-commerce domain. Composable architecture, a modular alternative to traditional monolithic systems, addresses scalability and manageability
challenges faced by enterprises experiencing rapid growth. The study assesses the operational and technological impact of transitioning to composable architecture through a mixed-methods approach, including case studies and qualitative interviews with industry experts. Key findings highlight the importance of aligning technological adoption with workforce readiness, operational processes, and business objectives to ensure sustainable growth. The proposed technology integration roadmap provides actionable strategies for manufacturing companies to leverage digital transformation and remain competitive in the evolving e-commerce landscape.