Management Theory and Studies for Rural Business and Infrastructure Development

DISPROPORTIONS IN RURAL AND URBAN LIVING CONDITIONS AND SMART VILLAGE STRATEGY FOR SUSTAINABLE AGRICULTURE

Maryna Tatar — 2025-12-30

The purpose of the article is to analyze disparities in living conditions between rural and urban areas and to evaluate the prospects for implementing a Smart Village strategy to enhance the efficiency of agricultural development. Our results indicate that significant differences persist between rural and urban areas, affecting life satisfaction in rural communities, agricultural development, and urbanization patterns. In low-income countries, the rural population is proportionally higher than in high-income and upper-middle-income countries, whereas disparities in living conditions are less pronounced in high-income countries. We propose quantitative indicators to assess rural living standards and inform decisions regarding residence in rural areas. Also, we identify the key components of a Smart Village strategy and examine barriers to its practical implementation.

FORMATION OF STRATEGIC ALTERNATIVES FOR ENSURING THE FINANCIAL SECURITY OF THE ENTERPRISE IN THE CHANGING ENVIRONMENT

Samira Pіletska — 2025-12-30

The current conditions of financial and economic activity of enterprises are characterized by increased competition, as well as growing uncertainty and dynamic transformation in the external high environment. The article reveals the essence and content of the concept of “strategy for ensuring financial security of an enterprise”. The aim of the work is to generalize the theoretical and methodological approaches to the formation and implementation of a strategy for ensuring the financial security of enterprise. An algorithm for the formation and implementation of a strategy for ensuring the financial security of enterprise has been developed and its main stages have been identified. This algorithm is based on the model of functioning of the information-analytical platform for its provision. An algorithm for the formation and implementation of a strategy for ensuring the financial security of an enterprise is suggested, the main purpose of which is to substantiate strategic alternatives, taking into account the impact of the macro environment.

SAFETY-ORIENTED MANAGEMENT OF PROTECTION PROJECTS OF CRITICAL INFRASTRUCTURE OBJECTS

Dmytro Kobylkin — 2025-12-30

The article discusses approaches to ensuring the state of protection of infrastructure projects, programs and portfolios of projects, in particular critical infrastructure objects, under the conditions of risks and exposure to hazards. The study is based on the analysis of potentially dangerous objects of critical infrastructure (hydraulic structures) in the western region of Ukraine. Their mapping, simulation and modelling of the consequences of possible accidents were carried out using the ArcGIS software environment. The modelling results made it possible to determine the regions with the highest level of flooding risk as a result of accidents at hydrotechnical structures and to assess the potential impact of these emergency situations on other critical infrastructure objects, population and territories. A model of a protective mechanism has been developed to ensure the safety of infrastructure projects, programs, and portfolios. The model accounts for the adaptation of standardized protection project templates to external and internal environmental factors, deviations, and risks. A model of a safety-oriented environment for the functioning of the protective mechanism of infrastructure projects has been formed. It identifies the levels of project protection due to their individual characteristics and network connections. The need for a comprehensive approach to risk management and monitoring of the safety status of infrastructure projects at different phases of the life cycle is summarized and further directions of research are formed.

MARKETING INSIGHTS INTO NATIONAL FOOD CONSUMPTION IN THE EUROPEAN UNION

Jana Majerová — 2025-12-30

The article deals with the issue of identifying marketing models for the development of rural business in the organic food sector based on the similarities of EU national markets. The reason for this is the adoption of examples of good practice without taking into account national market specifics. The main objective of the article is to identify market similarities in the EU context using cluster analysis and to formulate framework recommendations for marketing practice. Applying this approach, the heterogeneity of the EU market in this area has been confirmed and eight groups of countries have been identified.

STATE POLICY IN THE FIELD OF STRATEGIC COMMUNICATIONS IN THE MODERN SYSTEM OF INTERNATIONAL SECURITY: EUROPEAN INTEGRATION DIMENSION

Viktoriia Zahurska-Antoniuk — 2025-12-30

In the article, features of modern formation of the state policy in the field of strategic communications in the international security system are studied. It was determined that today issues of ensuring security and economic stability through establishment of effective cooperation with European and world leaders are relevant for Ukraine. The main signed agreements between Ukraine and partner countries in the direction of cooperation in the security sphere have been analyzed. Features of some agreements were singled out, which distinguishes them from each other. The basic principles of formation and implementation of strategic communications in international security are allocated. Based on the analysis of security agreements, the main obstacles and shortcomings in the state policy system in the direction of development of strategic communications have been formed. The conceptual scheme of the state policy mechanism in the field of strategic communications in the international security system was proposed.

EVALUATING THE IMPACT OF INCLUSIVE MARKETING DIMENSIONS ON ADVERTISING EFFECTIVENESS

Kristina Zikienė — 2025-12-30

Inclusive marketing, as a type of marketing, nowadays is often used by companies to enhance their advertising effectiveness and establish stronger connections with diverse consumer groups. Although inclusive marketing is widely actualized in many scientific studies of recent years, there is still a lack of clarity about which dimensions of inclusivity most effectively impact consumer responses and advertising effectiveness. Considering the above circumstances, the research problem is stated: how to use inclusive marketing to increase the effectiveness of advertising? Therefore, the aim of the paper is to evaluate the impact of different dimensions of inclusive marketing on the effectiveness of advertising. To reach the aim, research methods of literature analysis, quantitative research using questionnaire as an instrument and Friedman's test with descriptive statistical analysis methods were used. Research results showed that all dimensions of inclusive marketing have a statistically significant effect on the different stages of the advertising affect hierarchy. All dimensions have a significant effect on advertising effectiveness at the cognitive and affective stages of advertising perception; none of the dimensions has a significant effect at the conative stage.

MODELING STRATEGIES FOR THE EQUILIBRIUM OF SOCIO-ECONOMIC SYSTEMS OF ADAPTIVE CORPORATE MANAGEMENT OF PUBLIC-PRIVATE PARTNERSHIP PROJECTS IN ACADEMIC ENTREPRENEURSHIP IN THE CONTEXT OF POST-WAR RECOVERY

Sergii Ierokhin — 2025-12-30

The article presents an integrated scientific and methodological model for modeling strategies for the equilibrium of socio-economic systems in the context of adaptive corporate management of public-private partnership projects in the field of academic entrepreneurship in the context of post-war recovery. The proposed approach combines the tools of integral analysis, stochastic differential equations and multi-criteria optimization, which allows describing the complex interaction between participants in partnership relations, taking into account dynamics, risks, time shifts of the effect, as well as strategic, economic and social goals that are heterogeneous in their content and significance. Thus, the model provides a mathematical platform for implementing adaptive management in conditions of uncertainty, which is a necessary condition for effective planning in academic entrepreneurship. The agent-oriented structure of the model allows taking into account the individual preferences of each participant in the system, reflected in the form of an intertemporal benefit function, where discounting shows a tendency towards short-term or long-term goals. Modeling on the example of twenty hypothetical objects with different weight configurations allowed to obtain a range of possible values of the optimal intensity of participation in the project, which depend on the priorities given to individual criteria. The results obtained can be used as an analytical basis for strategic planning, the formation of partnerships within the framework of public-private agreements, preliminary profiling of potential participants, as well as a tool for supporting decision-making in a dynamic environment. The developed model is capable of further adaptation by taking into account the specifics of the industry, region, level of institutional maturity and social capital, which ensures its practical relevance.

LIMITATIONS OF INCOME STABILIZATION INDEX METHODS IN LITHUANIAN GRAIN FARMS: THE CONTEXT OF RISK MANAGEMENT AND MUTUAL SUPPORT FUNDS

Jolita Greblikaitė — 2025-12-30

Income stabilization tools (IST) and mutual risk-sharing funds have been promoted as innovative instruments to address increasing income volatility in European agriculture. Their effectiveness, however, depends critically on whether sector-level income indices accurately represent the income dynamics of individual farms. This study evaluates the limitations of index-based stabilization methods in the context of Lithuanian grain farms, drawing on Lithuanian FADN data (2006–2023) from farm-level gross margins, revenue structures, and long-term yield and price variability. Using correlation analysis, dispersion measures, and simulated income-trigger scenarios, we demonstrate that Lithuanian grain farms exhibit strong heterogeneity across regions, farm sizes, and production structures. As a result, aggregate or sector-level indices fail to track fluctuations in individual income, leading to significant basis risk. The empirical findings show that: (i) farm-level gross margin and revenue variability differ several-fold even within the same region; (ii) correlations between individual farms’ income series are insufficient for effective risk mutualization; (iii) yield and price shocks often co-move at the sector level, creating systemic risks that undermine collective fund solvency; and (iv) index-based triggers distort compensation outcomes, generating overcompensation for some farms and under compensation for others. These results are consistent with the theoretical literature on index insurance, basis risk, and mutual fund design, and highlight the structural constraints on implementing IST-type schemes in grain sectors exposed to spatially widespread, price-driven shocks. Policy implications emphasize the need for: (a) hybrid instruments combining farm-level revenue measures with reinsurance or state guarantees; (b) differentiated contributions based on risk profiles; (c) improved data systems enabling more granular index construction; and (d) cautious expectations regarding IST applicability in highly correlated crop sectors. The study concludes that sector-level index-based income-stabilization tools are unlikely to be effective for Lithuanian grain farms without substantial methodological and institutional adjustments.

COMPREHENSIVE CHARACTERISTICS OF THE SALES FUNNEL LEVELS TRANSFORMATION UNDER THE INFLUENCE OF DIGITAL TRENDS IN THE MARKETING SPHERE

Volodymyr Dubnytskyi — 2025-12-30

The paper explores the transformation of sales funnel levels under the influence of digital trends in marketing, emphasizing the relevance of optimizing customer interaction in a rapidly changing digital environment. The purpose of the study is to refine theoretical and methodological approaches to understanding the sales funnel and to justify the necessity of its transformation according to digitalization processes. The research applies system analysis, generalization, comparative and content analysis, as well as modeling methods to study customer movement through the sales funnel and to visualize key interaction stages. The Ukrainian market situation during 2022-2023, marked by increased demand for energy equipment, illustrates the need for adaptive marketing tools. The study proposes a Customer Journey Map model for an online wholesale company as a practical example of sales funnel optimization. The findings substantiate that digital tools and CRM systems enhance communication efficiency, adaptability, and sustainable business development under the conditions of global digital transformation.