Economics and Education

METHODOLOGICAL APPROACHES TO ASSESSING INDUSTRIAL PARKS: R&D POTENTIAL AND THE QUADRUPLE HELIX MODEL IN THE CONTEXT OF STRATEGIC RESILIENCE

Anton Andriienko — Fri, 15 May 2026 00:00:00 +0000

The subject of this research is the methodological framework for evaluating the multi-dimensional performance of industrial parks (IPs). The focus is on R&D potential and the Quadruple Helix (QH) governance model. The present study explores how such institutional structures in transitional economies can be optimised to foster strategic resilience and structural transformation during post-war recovery. Methodology. The study employs a hybrid Multi-Criteria Decision-Making (MCDM) approach grounded in the OPERRA framework (Operational Performance, Plug-and-Play Readiness, Economic Vibrancy, Risk and Security Management, Resource and Climate Resilience, and Social and ESG Adaptation). The assessment combines the Analytic Hierarchy Process (AHP) for rigorous criteria weighting and the Technique for Order Preference by Similarity to Ideal Solution (TOPSIS) to benchmark industrial ecosystems against ideal operational profiles. The purpose of the research is to establish a comprehensive rating methodology that mitigates information asymmetry in the investment market. The study proposes a verified signalling mechanism as a means of distinguishing high-performing innovation hubs from non-functional "paper parks", with a view to optimising state support and attracting long-term foreign direct investment (FDI). The research concludes that the viability of industrial parks in transitional settings is contingent on their evolution from passive land plots into integrated innovation ecosystems. The QH model is a governance logic that is necessary to ensure societal alignment and knowledge co-creation. The operationalisation of strategic resilience is to be achieved through dual-use infrastructure and climate adaptation metrics. Furthermore, a robust rating system functions as a narrative device that facilitates a shift in investor perception from "war-related risk" to "institutional opportunity".

GENERATIVE ARTIFICIAL INTELLIGENCE IN E-COMMERCE: ECONOMIC VALUE FORMATION AND TRANSFORMATION OF PLATFORM MODELS

Anastasiia Artomova, Ievgen Reginia — Fri, 15 May 2026 00:00:00 +0000

This article examines the impact of generative artificial intelligence (GenAI) on electronic commerce, focusing on the creation of economic value and the evolution of platform models. The topic's relevance is determined by the rapid diffusion of GenAI tools in digital trade, where they are having an increasingly significant impact on product search, content creation, personalisation, seller support and consumer interaction. This study aims to summarise the theoretical and practical foundations of GenAI implementation in e-commerce, identifying the key mechanisms through which it generates economic value and reshapes platform-based market models. Methodology. The research is based on a methodology that includes theoretical generalisation, systematisation, comparative analysis, case studies and content analysis of academic publications, institutional reports and official corporate materials. This approach enables the micro-level effects of GenAI tools to be connected with broader changes in the architecture of digital commerce. Results. The study shows that generative artificial intelligence in e-commerce should not be viewed as a collection of standalone automation tools. Its economic significance is revealed through several interconnected mechanisms, including reducing information asymmetry, lowering transaction costs, improving the quality and scalability of commercial content, enabling stronger personalisation and giving sellers broader access to advanced digital tools. Drawing on examples from Amazon, Alibaba, Vinted and Shopify, the article illustrates how GenAI is transforming the role of digital platforms from passive intermediaries to active participants in value creation. At a macroeconomic level, the adoption of GenAI is linked to increased productivity, altered competitive dynamics, and new opportunities for small and medium-sized enterprises. However, it also poses growing risks such as market concentration, algorithmic opacity, and unequal access to AI infrastructure. Practical implications. The obtained results may be useful for understanding how generative artificial intelligence changes the economic logic of e-commerce platforms and expands the digital capabilities of sellers, especially small and medium-sized businesses. Value / Originality. The scientific novelty of the article lies in its interpretation of generative artificial intelligence as a factor in the structural transformation of platform commerce, rather than as a mere tool of operational optimisation.

INTEGRATING ARTIFICIAL INTELLIGENCE INTO DIGITAL LOGISTICS COORDINATION: A MODEL BASED ON THE VIBER ECOSYSTEM IN THE UNITED STATES

Maksym Horbunkov — Fri, 15 May 2026 00:00:00 +0000

Various models of process coordination are used in logistics, including organisational coordination based on the enterprise and focused on internal business processes, project coordination focused on achieving goals, and coordination of systems to achieve the common goals of various participants in logistics activities. In the context of digitalisation, researching digital coordination in logistics is becoming increasingly relevant in order to understand the key advantages, disadvantages and complexities of the different co-operation models. This article studies the integration of artificial intelligence into digital logistics coordination, including a model based on the US Viber ecosystem. The article highlights trends in the US logistics industry, focusing on transportation and warehousing efficiency. It discusses the characteristics of the domestic logistics services market, focusing on co-operation and coordination. The decline in the efficiency of the logistics sector between 2018 and 2023 was due to infrastructure problems, such as a reduction in the quality of international transport and issues with timely delivery. The domestic logistics services market is characterised by a growing reliance on “third-party” logistics amid high demand for domestic deliveries and an increase in international shipments. The outsourcing of warehousing and storage services for manufacturers' goods is becoming increasingly important and is contributing to the development of "multilateral" logistics. Under these conditions, coordination and information exchange in logistics will become more important, necessitating the development of digital communication channels to enable the rapid transfer of information between the various parties involved in logistics processes. One area of digitalisation in logistics is the integration of artificial intelligence (AI) into processes, contributing to changes in coordination and connections within the industry. AI technologies improve logistics functions by enabling automated demand and supply forecasting, optimising delivery routes, reducing operating costs and automating warehouse processes to reduce order processing times. This paper examines the advantages and disadvantages of digital coordination in logistics using a model based on the Viber ecosystem to establish informal communication. The Viber ecosystem-based communication model is proposed as part of the digital coordination process in logistics. It is a practical approach to the remote synchronisation of simple actions and operations, which are important for the continuity of complex processes and actions.

PRACTICE OF IMPLEMENTING DIGITAL EDUCATIONAL TECHNOLOGIES IN THE SERVICE-ORIENTED ADMISSION MODEL

Natalia Pokorny — Fri, 15 May 2026 00:00:00 +0000

This study focuses on the digital transformation of the university’s admissions campaign as an institutional mechanism to improve the effectiveness of attracting and converting applicants within the service-oriented admissions model. The admission campaign is considered an integrated digital platform combining modules for identifying and selecting educational trajectories, verifying documents, concluding contracts, paying tuition fees, and making enrolment decisions. The theoretical basis is formed by modern approaches to the digital organisation of universities, platform management and user behavioural analytics. Within this framework, admissions are interpreted as a controlled, multilevel process with defined transition points and performance indicators. The study aims to substantiate the methodological and applied foundations of the applicant's personal electronic account as a tool for the service-oriented admission model. It also aims to analyse applicants' digital behaviour within the pilot implementation of the EUni web and mobile application during the 2025/26 academic year admissions campaign. The methodology is based on systemic, process-oriented, and structural-functional approaches. It is supplemented by an analysis of the conversion rates of the digital admissions funnel, as well as a logical generalisation of the results of passing through the stages of registration, submitting an application, concluding a contract, making a payment, and enrolling. Analytical and synthetic methods were employed to develop a comprehensive model for evaluating the digital performance of the admissions campaign. The results showed that integrating functional blocks into a unified user profile ensures high completion rates in the final stages of the digital funnel, minimises transaction losses and makes management decisions regarding the formation of the student body more predictable. The largest number of dropouts occurs in the early stages, while the contract signing and payment stages are characterised by stable conversion rates, indicating the rational digital behaviour of users and the effectiveness of the service-oriented platform architecture. The conclusions state that implementing the Applicant’s Account’s integrated digital platform ensures greater transparency, manageability and effectiveness of the admission campaign. This is achieved by optimising navigation logic, reducing transaction costs and establishing a stable digital trajectory for applicants transitioning to student status.

FEATURES OF THE USE OF IMMERSION TECHNOLOGIES IN MARKETING 6.0

Roman Tsaturian, Igor Virienko — Fri, 15 May 2026 00:00:00 +0000

The purpose of the publication is to systematically analyse and critically evaluate current trends in the development of immersion technologies, such as virtual and augmented reality, in the context of their influence on the transformation of Marketing 6.0. The publication focuses on identifying their potential to enhance communication efficiency between producers and consumers, optimise decision-making processes and contribute to the creation of a unique consumer experience that aligns with the principles of sustainable development and social responsibility. Methodology. The study of immersion marketing technologies 6.0 is conducted with a clear distinction between components, areas of use, segments and sub-segments of industrial activity, types of software and immersion services. The attainment of the formulated objective of the study is facilitated by a comprehensive examination of the technical aspects of extended, mixed, and immersive virtual reality. The research objectives have therefore been achieved: to examine the specific impact of immersive technologies on changes in marketing strategies; to identify the characteristics and challenges of implementing immersive technologies in sectoral marketing; to assess the effectiveness of using immersive technologies in the context of enhancing competitiveness; to develop recommendations for the effective integration of immersive technologies into Marketing 6.0 based on the results of the empirical study. Practical implication. The authors' vision of the structure of an extended physical-digital reality as part of an enriched physical reality, mixed virtuality and virtual reality is substantiated. Their definition is provided and the application of these concepts in marketing is described. With clear reference to the features of augmented, virtual and mixed reality, the use of digitalisation tools in marketing activities to form and maintain a unique consumer path is evaluated. Value/Originality. The established areas of application of digital immersion tools for physical-digital marketing 6.0 allow determination of the ways in which visualisation, training and simulation of activities, personalisation of experience, product customisation, increased engagement, improved service and sales processes, monitoring of the consumer journey, planning of marketing campaigns, customer support information, immersion tours of production and adoption decisions in conditions involving the choice of various options, comparing and determining the objective and subjective value of purchases, etc. can be used to improve management of processes for forming hyper-personal consumer experiences based on emotional intelligence, empathy, ethical branding and maximum consumer trust.

THEORETICAL DIMENSIONS OF POST-WAR RECOVERY

Glib Aleksin — Fri, 15 May 2026 00:00:00 +0000

This paper aims to develop a theoretical framework for post-war recovery financing, substantiating its interpretation as a layered, institutionally conditioned and risk-sensitive system of capital allocation. Methodology. The study's methodology draws on Keynesian economics, Rosenstein-Rodan’s big-push theory, Hirschman’s theory of unbalanced growth, Musgrave’s theory of public finance, North’s institutional theory and Stiglitz’s information economics. Methods employed include theoretical generalisation, comparative analysis, structural decomposition and conceptual synthesis. Results. It has been established that post-war recovery financing should not be reduced to a single fiscal task or the mere mobilisation of external resources. This study demonstrates that its effectiveness depends on the interaction of several interconnected layers: stabilisation finance; coordinated reconstruction finance; strategic sectoral prioritisation; institutional support; and risk-absorption mechanisms to mobilise private capital. The study proves that grants, budget support and concessional resources dominate the initial phase of recovery due to weak private demand and heightened uncertainty. In contrast, guarantees, insurance, co-financing and blended instruments are important for the later-stage crowding-in of commercial investment. The results also show that institutional quality—including procurement credibility, enforcement mechanisms, monitoring systems and administrative capacity—is an integral part of the recovery financing architecture, rather than an external condition. Additionally, the study highlights the importance of distinguishing between compensatory financing, which restores destroyed assets and minimum functionality, and transformational financing, which drives structural modernisation and alters the economy's long-term growth trajectory. Practical implications. The proposed framework can serve as a conceptual basis for the design of post-war financing strategies, the selection of appropriate financial instruments, the structuring of public-private participation models and the improvement of reconstruction policy coherence in countries affected by war. Value/Originality. This research is novel in that it develops an integrated theoretical approach to post-war recovery financing, synthesising macroeconomic, developmental, institutional and financial perspectives. The study's originality lies in substantiating post-war recovery financing as a coherent interdisciplinary system, where the effectiveness of reconstruction depends on more than just the scale of funding. Other factors include sequencing, institutional embeddedness, sectoral coordination and the capacity to reduce extreme risk.

VIDEO CONTENT AS A TOOL FOR TRANSFERRING PROFESSIONAL EXPERIENCE IN DIGITAL LOGISTICS

Kostiantyn Saniuta — Fri, 15 May 2026 00:00:00 +0000

It has been proven that multimedia is a tool that can stimulate the assimilation of new material, providing information on a variety of topics and allowing for the realistic reproduction of complex phenomena. It is emphasised that these technologies can be used at all levels of education, from primary school to higher education and professional training courses. The purpose of this article is to investigate the effectiveness of video content as a tool for sharing professional experience in digital logistics, and to determine its impact on learning and improving specialist competence. Methodology. The methodological basis of the study is the methods of analysis, generalisation and systematisation of scientific sources on the use of multimedia technologies and video content in the educational process. Moreover, the analysis of open empirical data was employed to ascertain the impact of video materials on the effectiveness of training and the formation of professional competencies in the field of digital logistics. Results. During the study, it was confirmed that using video expands access to educational resources, enables the organisation of educational activities regardless of time constraints, and creates conditions for the individualisation of the educational process. It was also found that using video as a learning tool promotes active learning and memorisation. Provided that training is carried out using video materials that combine images and audio, the information is stored in memory for longer than if it were obtained separately from audio or visual materials. Practical implications. It has been determined that using video in the educational process requires certain demonstration platforms. In distance learning, it is customary to use a universal platform, typically provided by a higher education institution. In other cases, any other available platforms and digital services may be used. Value/Originality. When open empirical data was analysed, it was found that perception of video materials depends on individual learning styles – particularly visual, auditory and kinaesthetic – highlighting the need for a differentiated approach to designing educational video content.

FAIRY TALE AS A TOOL OF (SCIENTIFIC AND TECHNICAL EDUCATION) STEM EDUCATION FOR CHILDREN

Valeriia Voitko — Fri, 15 May 2026 00:00:00 +0000

The article aims to provide scientific evidence and empirical confirmation of the effectiveness of using fairy tales as a teaching tool to develop STEM competencies in children. The article reveals the potential of fairy tales as a pedagogical tool for integrating humanities, natural sciences, and technology in a single educational environment. Methodology. The study is based on a combination of theoretical modelling and empirical verification, in the form of a questionnaire survey of 235 teachers. The survey is structured into three analytical categories: productive indicators (level of understanding of cause-and-effect relationships, validity of explanatory models, quality of engineering solutions, and ability to transfer knowledge to new contexts); procedural indicators (development of critical thinking, logical sequence of reasoning, and collaborative interaction in educational activities); methodological indicators (effectiveness of epistemic framing, use of modelling as a tool for testing hypotheses, and formation of reflection on the boundaries of knowledge). Results. Generalisation of the empirical data revealed a high level of pedagogical recognition of the effectiveness of fairy tales in STEM education. The majority of respondents (63.0%) consider fairy tales to be an effective means of forming an understanding of cause-and-effect relationships in natural and technical phenomena, while 51.5% consider them to be an effective tool for developing design and modelling skills. Over two-thirds of respondents (69.8%) noted the positive impact of the fairy-tale context on critical thinking development, and 60.0% emphasised its role in fostering co-operation skills. At the same time, indicators of the reflective component remain low (37.5%), suggesting a need to enhance metacognitive skill development and scientific knowledge boundaries awareness. Practical significance. The results obtained confirm the effectiveness of fairy tales as an integrative didactic tool in STEM education, capable of ensuring the cognitive, emotional and social integrity of the educational process. The proposed approach can form the basis of educational modules aimed at developing critical, engineering and reflective thinking skills in schoolchildren. The scientific novelty lies in the development and empirical confirmation of a model for assessing the effectiveness of fairy tales in STEM education. This model combines productive, procedural and methodological indicators to form a new approach to the study of narrative technologies in scientific and technical education.

EMOTIONAL–INTUITIVE APPROACHES IN COACHING: BARRIERS AND PROFESSIONAL IDENTITY OF WOMEN COACHES IN ACADEMIC AND CORPORATE CONTEXTS

Tetiana Dunaievska — Fri, 15 May 2026 00:00:00 +0000

This article examines how the emotional–intuitive approach is being integrated into academic and corporate environments. It focuses on female coaches whose professional practice is rooted in emotional intelligence, empathy and intuitive awareness. The study analyses how specialists working with emotions adapt to formalised systems that prioritise logic, evidence and standardised performance criteria. This study employed a qualitative design, combining autoethnography and semi-structured interviews (n = 10) with an online survey. This approach enabled the identification of internal and external barriers faced by female practitioners, including impostor syndrome, professional marginalisation and institutional expectations of objectivity. The findings suggest that participants develop adaptive strategies that combine emotional awareness with professional standards. The analysis identified several key themes that shape the professional experiences of women coaches. These themes include the tension between emotional authenticity and institutional expectations of rational professionalism, strategies for maintaining inner stability, and the development of intuition as a form of professional judgement based on experience. Rather than being obstacles, emotional sensitivity, empathy and embodied awareness emerge as structured professional competencies that contribute to relational trust, leadership development and organisational culture. These findings inform current discussions in professional education and leadership studies, demonstrating how emotional and relational competencies can be considered legitimate components of professional expertise in contemporary coaching practice. The study emphasises the growing importance of integrating emotional awareness into professional training environments, highlighting the role of reflective practice in strengthening professional identity and sustainability among coaching practitioners. This study makes a valuable contribution to the growing body of research on emotionally informed professional practice, offering qualitative insights into the negotiation of relational and intuitive competencies within institutional environments. It suggests that incorporating emotional and intuitive competencies into professional education and leadership training could enhance contemporary academic and corporate settings.

IMPROVING THE EFFICIENCY AND SUSTAINABILITY OF THE FLORIST BUSINESS THROUGH DIGITAL OPTIMISATION

Bohdan Furman — Fri, 15 May 2026 00:00:00 +0000

Purpose of the study. This research aims to determine the strategic potential of digital technologies in increasing the operational efficiency and long-term sustainability of floristry enterprises. Particular attention will be paid to the role of digital marketing tools, data analytics and online sales platforms in strengthening market positions and improving business model adaptability in response to dynamic consumer demand. Research subject. The study focuses on the managerial, marketing and technological mechanisms that facilitate the digital transformation of floristic enterprises. This includes integrating electronic commerce, customer relationship management systems and digital communication channels into business processes. Research methodology. The study's methodological framework is based on a combination of analytical, comparative and structural approaches. Methods of system analysis and synthesis were employed to identify the key elements of digital transformation within the floristry industry. Additionally, marketing analytics and the generalisation of empirical observations concerning the use of digital tools in small and medium-sized enterprises were employed to assess their impact on customer engagement and operational efficiency. Results and conclusions. The research demonstrates that implementing digital technologies can significantly boost the competitiveness and sustainability of floristry businesses by improving customer interaction, optimising marketing strategies and increasing online sales opportunities. The results confirm that integrating data-driven decision-making tools, automated marketing platforms and personalised communication channels enables businesses to understand consumer preferences better and respond more effectively to market changes. It can be concluded that the systematic application of digital solutions contributes to the formation of a flexible and resilient business model that can ensure stable development in conditions of increasing technological and competitive pressure.