Green, Blue and Digital Economy Journal

STRATEGIC MARKETING IN THE AUTOMOTIVE INDUSTRY

2026-01-16T07:41:30+00:00

The relevance of the topic is due to large-scale changes in the automotive industry, in particular, active digitalization, transformation of communication channels and the formation of new consumer demands. The modern buyer expects not only a high-quality product, but also fast, personalized and interactive interaction with the brand in the digital environment. Promotion strategies that take into account the behavioral patterns of the online audience, the growing role of social networks, content marketing platforms and the possibilities of targeted advertising are of particular importance. The problem lies in the insufficient adaptation of strategic marketing to the modern conditions of the Ukrainian market, where traditional approaches dominate, not always effective in the digital age. The purpose of the study is to identify effective approaches to promoting the Volkswagen Caddy and Multivan models in the context of digital transformations and a competitive environment. The object is marketing in the automotive industry, the subject is promotion tools adapted to digital channels and local features of the Ukrainian market. To achieve the goal, a set of methods was used: statistical and comparative analysis of official sales data, content analysis of advertising presentations and campaigns, as well as expert surveys of automotive business specialists and marketers. Value / originality. The study covers the period 2019-2024, which allows us to trace the impact of the implemented strategies on sales dynamics and the level of recognition of models among consumers. The author analyzed the brand's marketing strategies, determined the effectiveness of various presentation formats and the role of visual content in the purchase decision-making process. The most effective promotion channels were also identified, including integrated communication platforms, video marketing, personalized email newsletters and SMM campaigns. The results of the study showed that an effective content strategy should be implemented as a flexible system that involves defining business goals, in-depth analysis of the target audience, building a content architecture, selecting relevant formats and channels, planning and regular analytical testing. It is shown that the choice of content formats should be subordinated to the dominant campaign metric: to increase traffic – use viral videos, to maintain attention – long reads and narrative series, to increase conversion – interactive content and online test drives. The conclusions provide practical recommendations for adapting marketing approaches to local conditions, digital trends and the specifics of Ukrainian consumer behavior in the automotive market segment.

ARTIFICIAL INTELLIGENCE-DRIVEN OPTIMIZATION OF TRANSPORT OPERATIONS FOR REDUCING LOGISTICS COSTS AND CARBON FOOTPRINT

2026-01-16T07:41:30+00:00

Purpose. The purpose of this paper is to investigate ways to enhance the efficiency of transport and logistics systems in the context of global digital transformation and economic decarbonization. The study focuses on the optimization of transport routes using artificial intelligence technologies as a tool for reducing logistics costs and the carbon footprint of enterprises. Methodology. The research is based on a comprehensive methodological framework that integrates systemic, analytical, logical-structural, and comparative approaches. The study employs mathematical modeling, machine learning algorithms, big data analytics, and multi-criteria optimization techniques. To evaluate the model’s performance, a digital twin of the transport network was developed, allowing the simulation of various transportation scenarios in real time. The optimization model combines three key parameters-logistics costs, CO₂ emissions, and delivery time-using adjustable weighting coefficients according to enterprise-specific priorities. Findings. The results of simulation modeling demonstrate that the implementation of AI-driven routing technologies enables a reduction in fuel consumption by 18.7%, a decrease in average delivery time by 12.3%, a reduction in CO₂ emissions by 20.1%, and an overall decrease in logistics costs by 22.4%. These outcomes are consistent with global trends in the digital transformation of logistics and confirm the effectiveness of intelligent transport systems in achieving sustainable development objectives. The application of machine learning, genetic algorithms, and particle swarm optimization provided superior stability of solutions and adaptability to changing operational conditions. Practical implications. The developed model can be applied by enterprises of different sizes to increase competitiveness, reduce operational costs, and meet climate targets. The findings may also support the design of public policies aimed at promoting sustainable transport, digitalization, and decarbonization across the economy. Value / originality. The study contributes to the advancement of green logistics and the concept of sustainable digital supply chains by integrating intelligent optimization algorithms into transport management. It presents a conceptual and methodological framework for AI-based optimization of transport operations, which bridges economic efficiency and environmental sustainability. Future research should focus on developing industry standards for AI integration in logistics systems, creating hybrid optimization algorithms, and exploring the socio-economic impacts of digital transformation in the transport sector.

BALANCING THE DOUGHNUT: A NEW PARADIGM FOR SUSTAINABLE BUSINESS PRACTICES THROUGH STAKEHOLDER ENGAGEMENT

2026-01-16T07:41:30+00:00

This study explores the integration of Doughnut Economics with Stakeholder Theory and Legitimacy Theory to create a sustainable business framework. The primary objective is to demonstrate how this hybrid model can facilitate corporate social responsibility (CSR) and corporate governance (CG) practices that align with both social needs and ecological limits. Utilizing qualitative case analysis, the research examines best practices from companies such as Patagonia and Interface. Patagonia’s commitment to ethical sourcing and community welfare illustrates how businesses can meet the expectations of multiple stakeholders, while Interface’s transformation towards sustainability highlights a practical application of the doughnut model. Methodologically, this study employs a mixed-methods approach, combining theoretical analysis with real-world case studies. The research first outlines the foundational concepts of Doughnut Economics, which juxtaposes humanity’s social foundation against planetary boundaries. It then intertwines this conceptual model with Stakeholder Theory, which emphasizes a corporation's role in addressing the needs of various stakeholders beyond mere profit generation. Furthermore, Legitimacy Theory is introduced to assert that a company’s visibility and long-term viability depend on its ability to harmonize stakeholder expectations with ethical practices. The findings reveal a compelling case for integrating these frameworks to foster systemic change in business operations. Both case studies demonstrate that companies not only enhanced their reputations through proactive stakeholder engagement but also achieved significant financial benefits, thereby proving that sustainable practices can result in economic viability. In conclusion, this research suggests that embedding the principles of Doughnut Economics into CSR and CG frameworks enables organizations to address pressing social and environmental issues while creating long-term shareholder value. By encouraging firms to prioritize ethical sourcing, diversity, and responsible governance, this paradigm shift paves the way for a more equitable and sustainable business landscape.

MANAGEMENT OF SUSTAINABLE DEVELOPMENT IN THE HOSPITALITY INDUSTRY WITHIN THE FRAMEWORK OF THE AIRPORT CITY CONCEPT

2026-01-16T07:41:30+00:00

The article explores the management mechanisms of sustainable development in the hospitality industry through the lens of the Airport City concept, which integrates transportation, logistics, and service infrastructures into a unified economic ecosystem. The study highlights how aviation hubs function not only as transport nodes but also as powerful catalysts for the transformation of hospitality and tourism sectors, creating new models of regional competitiveness and spatial development. The research subject encompasses the interrelation between airport-centered logistics systems and the management of the HoReCa sector under conditions of growing global mobility. The methodological foundation of the research is based on a system approach and principles of strategic and sustainable management. Comparative and structural analyses were applied to examine the dynamics of hospitality development in European airport hubs such as Vienna, Frankfurt, Warsaw, and Budapest. The study also used statistical data from the Vienna Airport Group, ACI Europe, and national tourism authorities to evaluate investment trends, hotel performance indicators, and the efficiency of integrated logistics systems. The research combines theoretical synthesis with case-based analysis, focusing on the Airport City Vienna as a benchmark of effective integration between transport and hospitality infrastructures. The purpose of the study is to identify the managerial patterns and economic factors that determine the sustainability of hospitality development in regions with active airport-based economies. The research aims to reveal how the synergy between air transport, urban logistics, and service industries influences hotel performance, investment attractiveness, and the diversification of hospitality services. The findings indicate that airport cities represent a new model of territorial management where hospitality enterprises become integral elements of the transport and logistics chain. The analysis of Airport City Vienna demonstrates that the expansion of passenger flows and transport accessibility directly correlates with the growth of hotel occupancy, average daily rates, and investment volumes. Effective management of sustainable development in this context relies on integrated strategies combining public–private partnerships, digital transformation, ESG principles, and innovations in smart logistics. In conclusion, the study substantiates that the Airport City model can serve as a framework for managing the sustainable evolution of the hospitality industry. This framework enhances operational efficiency, supports green transition objectives, and strengthens the economic and social resilience of regions integrated into global air transport networks.

INTERNATIONAL PRACTICES OF IMPLEMENTING FOOD SAFETY SYSTEMS (HACCP, ISO, GMP): PROSPECTS FOR SMALL AND MEDIUM BUSINESSES

2026-01-16T07:41:29+00:00

Relevance of the topic. Against the backdrop of the globalization of food markets, increasing requirements for the quality of food products and the transition to European standards, the issue of implementing food safety systems in the work of small and medium-sized enterprises is becoming particularly relevant. For Ukrainian SMEs, these systems are not only a means of complying with sanitary standards, but also a strategic mechanism for increasing competitiveness, expanding sales markets, strengthening consumer confidence and ensuring integration into international supply chains. Purpose and object of the study. The purpose of the article is to analyze and substantiate the prospects for the development of small and medium-sized enterprises in the food industry based on the implementation of integrated food safety systems. The object of the study is food safety management systems (HACCP, ISO 22000, GMP) and their role in the strategic development of SMEs. Research methods. Systemic, comparative and analytical approaches, SWOT analysis, content analysis of international regulatory documentation and statistical reports, as well as the method of generalizing the practical experience of certified SMEs were applied. Practical significance. The results show that the implementation of integrated food safety systems increases management efficiency, minimizes risks, reduces production losses and opens access to international markets. Results. The study demonstrated that HACCP, ISO 22000 and GMP standards form a holistic strategic management model for SMEs, which ensures resilience, adaptability and long-term competitive advantage in a global environment.

THE IMPACT OF SUSTAINABLE LEADERSHIP ON LONG-TERM CORPORATE PERFORMANCE: BUSINESS CASE OF LIGHTNING INDUSTRY

2026-01-16T07:41:29+00:00

The study aims to evaluate the impact of sustainable leadership practices on long-term corporate performance within the European lighting industry. In light of the global transition toward low-carbon and resource-efficient economies, the research explores how the integration of economic, environmental, and social sustainability dimensions contributes to the creation of shareholder value, competitive advantage, and organisational resilience. Specifically, the study seeks to identify the specific leadership practices that enable companies to successfully balance financial stability with ethical responsibility, innovation, and environmental stewardship. To gain insights from business representatives, the paper focuses on lightning, using Philips Lighting (now known as Signify) as a representative case study. By focusing on Signify’s strategic transformation between 2016 and 2024, the research examines how sustainable leadership principles are embedded into corporate governance, investment decisions, and stakeholder relations. The purpose is to generate empirical insights into how sustainability-oriented leadership can drive measurable, long-term performance and support the broader objectives of sustainable development in dynamic and innovation-driven markets. Methodology. The research is based on secondary quantitative data derived from Philips Lighting (Signify) annual and sustainability reports for 2016–2024. Fourteen indicators were grouped into three categories—economic, environmental, and social and analysed through correlation analysis to determine their relationship with the company’s share price, representing shareholder value. The latter enabled the identification of interdependencies between sustainability-related metrics and market valuation over time. Results. The results demonstrate that economic indicators remain the primary drivers of market valuation, with Return on Equity and EBITA showing the strongest positive correlations. Social indicators, including gender diversity in leadership and training investments, also positively affect share price, while safety incidents and energy consumption display negative relationships. Environmental improvements, such as reduced carbon emissions, are associated with higher investor confidence. Overall, sustainable leadership enhances long-term corporate value through the balanced integration of profitability, environmental responsibility, and social development. Practical implications. The findings suggest that companies should combine financial performance with social inclusion, environmental efficiency, and strong corporate governance to achieve genuine sustainability. Integrating these dimensions into leadership and decision-making processes strengthens corporate reputation, mitigates risks, and enhances investor trust. Value/Originality. This paper presents one of the few empirical analyses that quantifies the relationship between sustainable leadership practices and long-term financial outcomes. By applying correlation analysis to longitudinal company data, it bridges the gap between conceptual theories of sustainable leadership and measurable business performance, demonstrating how sustainability-oriented leadership can serve as a source of competitive advantage and strategic resilience.