Green, Blue and Digital Economy Journal

IMPLEMENTATION OF ARTIFICIAL INTELLIGENCE IN MARKETING STRATEGY OF FINANCIAL SERVICES

2025-10-22T05:58:19+00:00

The purpose of the article is to study the opportunities, advantages, and challenges of implementing artificial intelligence technologies in financial services marketing strategies, analyze practical areas of their use, and justify the feasibility of implementing AI as a tool for increasing the efficiency of interaction with customers, personalizing services, and strengthening the competitive positions of financial institutions in the digital era. The methodology is based on providing a comprehensive study of the problem, taking into account both theoretical foundations and applied aspects of implementing AI in the marketing activities of financial institutions. The study’s findings confirm that the use of AI in financial institutions’ marketing strategies has a positive impact on the effectiveness of service promotion, customer satisfaction, and company competitiveness. It was found that the most successful organizations are those that combine the technical excellence of AI with a focus on consumer needs. At the same time, the study proved to be necessary for further improvement of the regulatory environment, increased transparency of algorithms and development of ethical standards for the use of AI. AI tools used in the marketing strategy of financial services are considered, which are successfully used for the development of the financial sector. It is also advisable to implement mechanisms for auditing and quality control of the operation of the AI system. Significance / Originality. The research is a systematic approach to studying the role of artificial intelligence in the transformation of marketing strategies of financial institutions in the digital economy. The paper proposes the main applications of artificial intelligence in the marketing of financial services and the use of artificial intelligence in the marketing strategies of financial services. Along with this, this study shows the prospects for using the advantages and challenges associated with the implementation of artificial intelligence technologies in the field of financial services. The practical significance of the study lies in the possibility of using the findings of the study in developing strategies for the digital development of banking institutions, improving communications with customers, and increasing the level of personalization of financial services. Thus, the article contributes to a deeper understanding of the potential of AI in financial marketing, providing an analytical basis for making informed management decisions.

INTELLIGENT TECHNOLOGIES IN BUSINESS: THE IMPACT OF ARTIFICIAL INTELLIGENCE ON SUSTAINABLE DEVELOPMENT

2025-10-22T05:58:19+00:00

The purpose of the paper is to evaluate the impact of artificial intelligence (AI) adoption on enterprise-level sustainability in the context of digital transformation. The study aims to determine how different levels of AI implementation and business process automation influence key sustainability indicators – namely, energy efficiency, CO₂ reduction, and cost savings. Metodology. The research is based on a synthetic dataset generated through a simulation approach using probabilistic distributions and literature-based assumptions. The dataset includes 250 observations and four independent variables: level of AI adoption, investment in AI, automation level, and degree of policy support. The dependent variable is an integrated sustainability index composed of three sub-indicators. Regression modeling was conducted using the Random Forest algorithm to detect both linear and nonlinear relationships, identify key drivers, and ensure model robustness. Model accuracy was evaluated through R², RMSE, MAE, and MAPE metrics. Results. The model demonstrated a high level of predictive performance (R² = 0.78), confirming its validity. The most influential factors were the actual use of AI technologies and business process automation. Investment in AI without concrete implementation and state policy support had a lower impact on sustainability outcomes. The feature importance analysis confirmed that energy efficiency, cost savings, and CO₂ reduction are directly correlated with digital implementation rather than with formal spending or subsidies. Practical implications. The findings can support enterprise-level strategic planning by highlighting the need for actionable AI integration instead of declarative investment. For policymakers, the study indicates that future support mechanisms should focus on incentivizing outcomes rather than inputs. The proposed model may also serve as a tool for evaluating the effectiveness of national digital and environmental policies. Value / Originality. The study provides a novel combination of simulation-based data generation and ensemble modeling to explore the relationship between AI and sustainable development. It offers a transferable methodology for countries with limited access to real enterprise data and contributes to a deeper understanding of digital sustainability transitions in emerging economies.

ADMINISTRATIVE MANAGEMENT AS A MECHANISM FOR RISK MANAGEMENT OF ENTERPRISES' GREEN TRANSITION AND BRAND DEVELOPMENT IN THE CONTEXT OF CIRCULAR ECONOMY

2025-10-22T05:58:19+00:00

The article explores the theoretical and applied aspects of administrative management as a mechanism for managing the risks associated with the green transition of enterprises and as a tool for brand development within the framework of the circular economy. The study is grounded in the growing relevance of sustainability, environmental responsibility, and the strategic importance of aligning business operations with the principles of ecological modernization and corporate transparency. The subject of the research is the system of administrative management in enterprises undergoing ecological transformation, with a focus on how it ensures operational stability, risk mitigation, and stakeholder engagement during the shift to circular and green economic models. The scientific novelty lies in the complex vision of administrative management not only as an internal coordination system but as a strategic interface that connects regulatory compliance, environmental innovation, and brand positioning. The research emphasizes that administrative management is becoming a critical function in the formation of ESG-oriented strategies and in maintaining the competitiveness of enterprises in conditions of ecological, financial, and reputational turbulence. The methodology of the study is based on a combination of theoretical and empirical methods, including systemic analysis, comparative analysis of international and national practices, content analysis of regulatory documents, strategic planning models, and case studies of Ukrainian and international companies. The research also draws on secondary data from ESG reports, environmental performance indicators, and sustainability benchmarking tools. The aim of the research is to identify the conceptual foundations and practical approaches to the use of administrative management as a tool for managing the risks of green transition and a strategic resource for brand development. The results of the study show that administrative structures play a key role in building transparent corporate communication, adapting internal policies to EU regulations (e.g., CSRD), and ensuring alignment between operational decisions and sustainability goals. The conclusion highlights the practical importance of embedding administrative management in the center of green transformation processes. It is responsible for internal policy formation, regulatory adaptation, ecological reporting, and coordination of cross-functional initiatives that affect the enterprise’s long-term value. The paper also proposes that effective administrative management enables companies not only to reduce the risks of green transition but also to enhance their brand through trust-based, sustainability-driven reputation. Further research perspectives include the development of industry-specific models of administrative management in the context of circular economy and the digitalization of ESG risk management systems.

STRATEGIC MANAGEMENT PLAN FOR NISSAN MOTOR CO. LTD: NAVIGATING CHALLENGES IN A COMPETITIVE AUTOMOTIVE LANDSCAPE

2025-10-22T05:58:19+00:00

This study presents a comprehensive analysis of Nissan Motor Co. Ltd.'s strategic management plan amidst the evolving challenges of the automotive industry. The primary focus centers on the need for Nissan to navigate a competitive landscape characterized by technological disruption, shifting consumer preferences toward electric vehicles (EVs), and stringent environmental regulations. Employing a synergistic approach, the research integrates two analytical frameworks: SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis and PESTEL (Political, Economic, Social, Technological, Environmental, Legal) analysis. The methodology involves extensive qualitative and quantitative research, leveraging industry reports, corporate documents, and academic literature to contextualize Nissan's strategic position. The investigation delineates Nissan's internal and external environments, demonstrating how external factors such as political instability and economic fluctuations—exemplified by recent supply chain disruptions and impacts from the COVID-19 pandemic—affect its operational efficacy. Concurrently, the analysis reveals internal challenges relative to corporate governance and historical management controversies that have influenced stakeholder trust. Through SWOT analysis, the study identifies Nissan's robust brand equity and commitment to innovation as significant strengths, while financial vulnerabilities and operational disruptions emerge as pressing weaknesses. Informed by the findings, this essay articulates actionable strategic recommendations designed to fortify Nissan’s market position and enhance its competitive advantage. Key recommendations propose strengthened investments in research and development (R&D) focused on electric mobility, eco-friendly technologies, and initiatives aimed at achieving carbon neutrality by 2050. Furthermore, the study emphasizes the importance of cultivating stakeholder relationships and ethical corporate governance as essential elements in rebuilding public trust and enhancing reputation. Fundamentally, this investigation underscores the dual necessity of responding to external market dynamics while redefining internal operational frameworks to sustain long-term growth in an increasingly competitive automotive environment. By aligning its strategic objectives with evolving consumer trends and ecological mandates, Nissan can reposition itself as a leader in the global automotive sector, embodying both economic viability and social responsibility in its journey forward.

THE DUAL ROLE OF ARTIFICIAL INTELLIGENCE IN DIGITAL DIPLOMACY AND TECH DIPLOMACY: GLOBAL IMPLICATIONS

2025-10-22T05:58:18+00:00

Artificial Intelligence (AI) is increasingly recognized as a transformative force in contemporary diplomacy, fulfilling a dual role as both an operational tool and a central subject of international discourse. On the one hand, AI serves as a powerful instrument within digital diplomacy, enabling states and international organizations to enhance the efficiency, scope, and agility of their diplomatic operations. On the other hand, as the focus of tech diplomacy, AI has become a key topic in international negotiations and norm-setting, shaping the global governance landscape. This study aims to develop a comprehensive conceptual framework for analyzing the dynamic intersection between diplomatic practice and AI, with a particular emphasis on how technological innovation is reconfiguring international policy, governance mechanisms, and patterns of global economic growth. Through a comparative theoretical analysis, this research investigates the multifaceted impact of AI on diplomatic communication, conflict prevention, and global coordination. It further explores how AI influences the evolution of international norms, the design of institutional structures, and the dynamics of geopolitical competition. In the context of digital diplomacy, AI-driven tools such as chatbots for consular assistance, predictive analytics for real-time crisis monitoring, and advanced disinformation detection systems—exemplified by Ukraine’s Osavul and NATO’s digital initiatives—significantly enhance the speed, reach, and responsiveness of diplomatic activities. These innovations not only streamline traditional diplomatic processes but also create new opportunities for creative statecraft and international engagement. Conversely, in the domain of tech diplomacy, AI has emerged as a central subject of multilateral negotiations and regulatory discussions. Conceptual frameworks presented in this study underscore AI’s dual function as both a geopolitical lever and a catalyst for international cooperation, necessitating robust regulatory alignment and the establishment of export controls on advanced AI technologies. The study identifies several critical challenges associated with the integration of AI into diplomacy, most notably the urgent need for global consensus on AI governance and the effective management of its strategic risks. The complexity of these challenges is compounded by the rapid pace of technological development and the divergent interests of state and non-state actors. In response, public-private partnerships (PPPs) are emerging as vital enablers, fostering collaboration across sectors, bridging knowledge gaps, and mobilizing resources for the responsible and inclusive development of AI on a global scale. PPPs play a crucial role in advancing standardization, policy harmonization, and the equitable distribution of AI benefits, thereby reinforcing the capacity of states and international organizations to address emerging challenges. Ultimately, AI is not only redefining the functions and practices of diplomacy but also transforming the broader landscape of international relations. By necessitating new frameworks for cooperation, regulation, and ethical oversight, AI is reshaping the foundations of global order and stability. The findings of this study highlight the strategic importance of aligning AI development with core values of global stability, equity, and shared prosperity. As AI continues to evolve, diplomatic efforts must adapt to ensure that technological progress serves the collective interests of the international community, fostering a future in which AI-driven diplomacy contributes to peace, security, and sustainable development.

CHALLENGES IN THE MANAGEMENT OF AGRICULTURAL LAND RESOURCES DURING UKRAINE’S POST-WAR RECOVERY

2025-10-22T05:58:18+00:00

The strategic importance of land governance in Ukraine’s post-war recovery has grown amid severe disruptions to the agricultural sector. With rural livelihoods threatened and economic capacities diminished, this study explores institutional, legal, economic, and logistical challenges to restoring land functionality across various ownership forms. The primary aim is to identify pathways for reorganizing land systems to stabilize agricultural output, reintegrate displaced communities, and strengthen food security. The research examines land management under post-conflict conditions, assessing both damage and opportunities for reform. Methodologically, it applies comparative analysis, economic evaluation, remote sensing to estimate damage, and post-conflict recovery models from other countries. Findings indicate substantial degradation of agricultural capacity. Farmland has become inaccessible or unusable due to contamination, abandonment, or infrastructure collapse, causing estimated annual losses exceeding $11 billion. The disruption of trade corridors has heightened global food price volatility and exposed vulnerabilities in international supply chains, increasing demand for alternatives to Ukrainian grain. Drawing from global cases, the study emphasizes the role of secure tenure, transparent restitution, and decentralized governance in successful recovery. To address these challenges, the paper introduces a recovery index tailored to Ukraine’s agrarian context and proposes practical policy guidelines. Rebuilding credible land institutions emerges as urgent, not only for national stability but also for broader regional food security and investment attractiveness.

FINTECH IN UKRAINE’S POST-WAR RECOVERY: GOVERNANCE AND MANAGERIAL REFLECTIONS

2025-10-22T05:58:18+00:00

Subject of the research. This paper examines a FinTech-centered, “born-digital” governance framework for Ukraine’s post-war recovery. The subject spans state digital platforms – DREAM (public investment management), Prozorro/BI-Prozorro (public procurement), and the National Bank of Ukraine’s open-banking and instant-payment rails – together with results-based budget reimbursements, SOE ownership reforms aligned with OECD standards, and integrity expectations (CPI/MONEYVAL). The core idea is that when project-cycle events – registration, procurement, milestone verification, payment, and audit – are linked by shared identifiers and machine-readable logs, FinTech becomes the operating system of reconstruction rather than a peripheral tool. Methodology. The study (i) maps the governance stack – platforms, legal mandates, and incentives; (ii) traces the plan – payment – result process under results-based reimbursements; and (iii) argues for operationalizing a machine-derivable KPI suite. The KPIs include: approval-to-cash time; share of reconciled account-to-account (A2A) payments; end-to-end traceability in DREAM (live links to procurement and payments); procurement competitiveness (e.g., single-bid share); MSME participation; incidence and remediation speed of red flags; and territorial equity of outputs. Although primarily analytical, the framework is anchored in current institutional designs and public data structures, enabling replication and subsequent causal evaluation as platform rollouts vary across sectors and regions. Aim of the research. The aim is to design and substantiate a FinTech-centered governance framework that (a) shortens the interval from verified milestones to supplier cash, (b) reduces discretion and transaction costs through standardized, auditable workflows, and (c) enables scalable private co-financing (supplier finance/factoring) by exposing standardized data to banks and FinTechs. This allows translating institutional reforms into measurable performance using the proposed KPI suite. Findings and conclusions. Coupling DREAM’s single pipeline and medium-term plan with Prozorro’s donor-aligned module and BI red-flagging, and with open-banking APIs and instant payments, yields operational discipline: funds flow on verifiable events; error correction shifts to pre-payment; approval/settlement times compress; and competition improves. EU/IMF conditionality turns digital deliverables (e.g., reconstruction management tool completion, annual Single Project Pipeline updates) into binding management tasks. Ownership and integrity frameworks (SOE law, OECD alignment, CPI/MONEYVAL) raise the supervisory baseline sustaining these gains. The KPI suite converts this architecture into a management instrument for continuous monitoring, benchmarking, and course correction at portfolio scale. Originality and practical implications. The contribution of this research: (i) reframes FinTech as backbone infrastructure – data as contract, APIs as process, payments as proof of performance – and (ii) provides an implementable KPI standard that donors, ministries, banks, and PIUs can compute directly from platform data. Practically, the framework narrows the gap between commitments and outputs, lets PIUs run one process for multiple financiers, and equips banks and FinTechs to scale working-capital solutions for MSMEs. Limitations are data quality, identifier hygiene, and uneven administrative capacity, motivating future causal evaluation and equity-focused analyses.

SUSTAINABLE DEVELOPMENT IN THE SPACE ECONOMY: CONCEPTUAL FOUNDATIONS AND FUTURE CHALLENGES

2025-10-22T05:58:18+00:00

The purpose of this study is to provide a comprehensive analysis of the conceptual foundations of the formation and development of the space economy in a global dimension, to determine its contribution to sustainable development, and to identify the key challenges that may constrain this process in the future. Methodology. The research methodology includes: the application of a systemic approach to defining the conceptual foundations and categorical framework of the examined phenomenon; identification of development trends in the space economy at the level of global actors and, specifically, the European Union and its competitiveness in this sector, which involves the use of statistical analysis of official data, comparative methods for cross-country benchmarking, and content analysis of analytical and academic sources to assess and determine developmental trajectories; an assessment of the orientation of the space economy towards sustainable development through frame analysis, which enables the identification of boundaries for the integration of sustainable development goals into the sector’s evolution; and predictive analysis to evaluate future directions of growth and potential barriers. Results. The study systematizes approaches to defining the concept of the space economy, distinguishing resource-based, structural, responsibility-oriented, goal-oriented, and balanced approaches. It identifies the stages of global development of the space economy, namely: the emergence of the space sector under government leadership (1950s–1960s); the commercialization of space activities through public–industrial partnerships (1970s–2000s); the "New Space" stage characterized by the interaction of entrepreneurship, state, and industry (2000s–2022); and the stage of renewed international competition in space technologies and exploration at the state level (from 2022 to the present). The findings reveal that technological and scientific advances in the space economy facilitate the implementation of sustainable development goals within the EU, supported by the modernization of the sector’s regulatory framework. Moreover, during the period 2010–2024, investment volumes and industry sales exhibited steady growth despite crises in global and national economies, with the EU space economy demonstrating particular resilience. This suggests that the sector is currently in the growth stage of its life cycle. The research also outlines a set of threats and risks to the development of the EU space economy, the mitigation of which will strengthen its competitive position in the global market. Practical implications. The recommendations developed in this study may serve as a foundation for programmatic frameworks of global partnerships as well as partnerships at the level of Ukraine and EU space economy stakeholders. Value/originality. The scientific novelty of this study lies in the advancement of the conceptual foundations of the space economy and in identifying the specific features of its evolutionary, economic, technological, and organizational development, with particular attention to its role in fostering the achievement of sustainable development goals.

MARKETING IN THE DATA-DRIVEN ERA: ANALYTICAL TOOLS AND DEVELOPMENT PERSPECTIVES

2025-10-22T05:58:17+00:00

The purpose of this article is to explore the role of analytical tools in modern marketing and to assess their influence on decision-making, competitiveness, and consumer engagement in the context of the data-driven era. In particular, the study seeks to classify the main categories of analytical methods, determine the principles of their effective application, and identify the advantages and limitations of using analytics in practice. Special attention is given to the growing relevance of data-driven marketing strategies in conditions of digital transformation, the rapid development of big data technologies, and the increasing importance of artificial intelligence in shaping consumer behavior. Methodology. The research is based on a qualitative analytical approach that combines a comprehensive review of secondary sources, academic literature, industry reports, and practical case studies. A comparative analysis of several widely used analytical tools was carried out, including Google Analytics, Serpstat, KISSmetrics, and SurveyMonkey. These instruments were evaluated in terms of their functions, usability, advantages, and shortcomings. The study also applied a problem-oriented perspective, focusing on how analytics contributes to solving concrete business challenges, such as audience segmentation, campaign optimization, cost reduction, and ROI improvement. The results confirm that marketing analytics has evolved into a central strategic function rather than a supplementary activity. Its application enables companies to segment audiences with greater precision, optimize marketing investments, enhance personalization, and forecast consumer demand at both micro and macro levels. At the same time, the study highlights key risks, including misuse of statistical data, reliance on vanity metrics that do not reflect business outcomes, and ethical challenges related to privacy and transparency. The findings further emphasize the future potential of predictive and prescriptive models, as well as AI-driven tools, which are expected to transform marketing analytics into an even more powerful driver of competitiveness. Practical implications. The study formulates several recommendations for enterprises seeking to enhance their marketing performance through analytics. These include: developing integrated systems that connect CRM, ERP, and advertising platforms for end-to-end evaluation; investing in automation and advanced digital tools to ensure timely insights; prioritizing staff training to develop both technical and interpretive competences; applying analytics to consumer-centric strategies, with a strong focus on personalization; adhering to ethical standards of data use to preserve trust and ensure compliance with legal frameworks such as GDPR. Collectively, these measures allow companies not only to evaluate past performance but also to engage in proactive forecasting and innovation. The originality of this article lies in its integrated perspective that combines theoretical foundations with practical recommendations and comparative analysis of specific analytical tools. Unlike studies that treat analytics as an auxiliary technique, this research demonstrates its central role as a strategic instrument of modern marketing management. By linking micro-level insights into consumer behavior with macro-level market forecasting, the paper offers a holistic framework for understanding the impact of marketing analytics. The value of the study is reflected in its practical relevance for both small and large enterprises, providing them with clear guidelines on how to implement analytics effectively and sustainably in the data-driven era.

MECHANISM FOR ENSURING THE COMPETITIVENESS OF SMALL BUSINESSES

2025-10-22T05:58:17+00:00

The research develops a mechanism for ensuring the competitiveness of small businesses. The subject of the research is the theoretical and applied development of a mechanism to ensure the competitiveness of small businesses under conditions of economic instability, wartime challenges, and post-war recovery. The study focuses on conceptualizing and structuring such a mechanism, taking into account both internal and external factors that influence business competitiveness. Special attention is given to the dynamic business environment, which demands resilience, adaptability, and innovation from small enterprises. Research objective. The main aim of the study is to design a modern, comprehensive mechanism that ensures the competitiveness of small businesses, tailored to their developmental stage and strategic needs. Specific objectives include identifying and justifying the structural elements of the mechanism – its principles, tools, strategies, models, and subsystems; determining appropriate criteria for assessing competitiveness; and developing a flexible, adaptive framework for managerial decision-making, based on the enterprise’s characteristics and market positioning. Methodological tools. The study employs a combination of methodological principles (systematic development, transformation, innovation, balance, stimulation) and management methods (marketing, economic, and organizational). The mechanism also integrates analytical tools for assessing competitiveness; digital tools for process automation and communication; financial and legal instruments; and strategic tools for maintaining long-term competitive advantages. Conceptual models – such as the value orientation model, the product life cycle model, and Porter’s five forces – are employed to guide strategic decision-making. Additionally, the research explores the role of institutional, financial, legal, and consulting subsystems in supporting the mechanism and promoting sustainable development. Research conclusion. The study concludes that the proposed mechanism enables the individualization of strategies and models for enhancing competitiveness based on a business’s development level, market conditions, and sustainability criteria. It promotes effective management interaction, facilitates the transformation of competitive advantages into long-term market positions, and supports balanced economic, social, and environmental goals. The mechanism addresses the realities of wartime and post-war economies through the introduction of innovative tools and adaptive strategies. Further research will focus on refining competitiveness strategies and developing business models aligned with dynamic market demands and sustainable development objectives.

INTEGRAL ANALYSIS OF THE BAKING SECTOR OF UKRAINE'S ECONOMY AS A BASIS FOR STRATEGIC DECISION-MAKING IN WARTIME

2025-10-22T05:58:17+00:00

The purpose of this article is to provide a comprehensive analysis of the state and development of the baking sector in Ukraine, taking into account economic, production and social aspects. This sector is one of the main links in the agro-industrial complex, providing the population with basic foodstuffs and contributing to employment and social stability, especially in times of crisis. In this regard, it is important to develop scientifically sound tools for analysis as a means of strategic management of development in wartime. Methodology. The article uses a combination of quantitative and qualitative approaches to analysis, in particular: comparative analysis, grouping, index analysis and integral assessment methods. The main tool was the creation of an integrated indicator of the development of the baking sector, which covers economic indicators (profitability, consumer price index for bread, net profit of baking sector enterprises and the number of active economic entities), production characteristics (sales price index, sales volumes, sown areas and gross grain harvest) and social factors (employment level, subsistence minimum, population size and consumption of bread products). As part of the study, an integral indicator for Ukraine's baking sector was calculated for the period 2014–2023, which made it possible to track changes in its condition over a ten-year period. To form the integral indicator, data normalisation, weight coefficient determination, and aggregation using the weighted average value were used. Results. An analysis of the dynamics of the integral indicator revealed a wave-like nature of the sector's development. In 2014, the indicator stood at 0.58 points, indicating an average level of efficiency of the industry's functioning in conditions of political and economic instability. In the following years (2015–2017), there was a slight decrease in the indicator (to 0.51 points in 2015) with a gradual increase to 0.55 points in 2017. This may indicate a partial recovery in production and the industry's adaptation to new market conditions. The period from 2018 to 2021 is characterised by a gradual improvement in the integral indicator: from 0.60 points in 2018 to a peak value of 0.69 points in 2021. This stage can be considered relatively stable and productive, given the modernisation of production and growth in labour efficiency. It is particularly important that, despite the challenges posed by the pandemic in 2020, the indicator remained at a relatively high level (0.59 points), demonstrating the adaptability of enterprises in the sector. However, starting in 2022, there will be a sharp decline in the integral indicator—to 0.55 points, and in 2023—to a minimum value of 0.40 points. This negative trend is due to a number of factors: martial law, logistical constraints, resource shortages, declining purchasing power of the population, and a general decline in business activity in the country. The decline in the indicator points to a critical decline in the sector's performance and the need for urgent intervention by the state and the business community. Thus, the results of the study revealed unstable trends in the development of Ukraine's baking sector. The obtained integral indicator not only allows to record these changes, but also serves as an analytical tool for further monitoring the situation, identifying periods of growth and decline, and justifying strategic management decisions at the national level. Practical significance. The proposed methodology for integrated assessment of the sector can be used by government agencies to monitor the sector, as well as by enterprises to diagnose their own condition, strategic planning and justification of investment decisions, taking into account the specifics of the type of economic activity. The integrated indicator can serve as a basis for the development of regional programmes to support bakery enterprises, especially in times of war, unstable inflation and resource shortages. Value/Originality. The originality of the study lies in combining multi-level indicators into a single analytical system in order to provide a comprehensive description of the sector. The proposed integrated indicator is an effective tool that allows not only to record the current state, but also to identify trends and potential threats, forming a basis for forecasting and managing the development of the baking sector of Ukraine's economy. Thus, the article provides a scientifically sound methodology for assessing the efficiency of the baking sector, which has both theoretical and practical value for further research and applied use in the agri-food sector.