This article presents the results of an expert survey as a method of empirical research to identify current problems, barriers, features, trends, and directions of the transformation of organizational culture, and applies the concept of “organizational culture” in evaluating the case of Ukrainian enterprises. First, the authors present the methodological approach, using the analytic hierarchy process, to evaluate the optimal scenario choice for developing the organizational culture of enterprises based on the twelve most important criteria and their systematization into four groups (adaptability, mission, consistency, and involvement). Second, they test a hypothesis that the optimal direction of transforming organizational culture depends on digital transformation which includes introducing digital technologies, information-powered enterprise ecosystems, innovative business models, and efficiency in B2B and P2P communications. Third, they argue that the key barriers hindering the effective development of organizational culture could be provisionally classified into seven groups: personnel, information, organization, marketing, education, technology, and investment-financial. Fourth, the authors evaluate the expediency of applying an integrated approach as a symbiosis and a constant inter-relation of influencing factors, constituent elements, digital competencies and skills, and information technologies. In conclusion, they summarize the findings of the study and discuss formulas to evaluate the impact of digital transformation on the organizational culture of enterprises in the information economy towards a people-oriented, innovative, customer-centric, and agile system in the case of Ukraine.

The article provides a content structure of the information economy, including the main components and development factors. The factors of influence on the development of the information economy are identified, which are conditionally classified into five groups: research and development in the field of ICT; employee component; ICT sector development; digital technologies in business; information security. The dynamics of the development indicators of the information economy is analyzed. Prospective lines of the development of the information economy in the global cyberspace are identified, including the creation of a digital platform as a new business model; using the concept of Industry 4.0 and the “smart factory” as drivers for the digital transformation of industrial development; implementation of the “cyber physical system” as a single complex of information resources, systems and physical processes. A formula is proposed for evaluating the effect of the information economy development.

The tendencies of marketing policy development in some world’s mining countries in the light of global transformational changes are considered. The factors influencing the marketing activity of Ukrainian coal mining enterprises are identified. The volumes and structure of coal consumption in Ukraine are analyzed with a purpose to identify trends of demand volatility and specifics of logistics services for different consumer categories. It is substantiated the expediency of marketing networks formation as a form of partnership relations between different counterparties in the coal market. It is proposed the mechanism of realization of public-private partnership in the management of coalmining enterprises marketing activity based on syndicate form of incorporation. It is improved the methodological approach, which by use of the hierarchy analysis method allows selecting the optimal direction of enterprises organizational culture transformation based on defining 12 the most important criteria and their systematization into 4 groups. An integrated assessment of the level of organizational culture development of coal mining enterprises is made using economic and mathematical tools.

The article analyses the preconditions for shaping and developing the concept of a green economy. The stages of the evolutionary development of the circular economy are considered: work with waste; environmental performance strategies; maximum conservation in the era of resource depletion. Having analysed the scientific opinions on the emergence of “circular economy”, the paper has found out that this concept is identified with the terms “round economy”, “cyclical economy”, “recovery economy”, “closed-cycle economy”, “green economy”. The approaches of different scientific schools to the category of “circular economy” are analysed and conventionally systematized into 12 groups: closed-cycle economy; renewable resource economy; alternative to traditional linear economy; global economic model; closed-loop economic system based on R-principles; the concept of economic development; sustainable development strategy; a "green" economy instrument; business philosophy; economic activity; use of production waste; recycling of secondary raw materials. There is proposed the authors' formulation of the circular economy as an innovative approach to organizing logistics processes based on the closed movement of resources with their minimum losses in the form of waste and the maximum involvement of secondary resources in production in order to achieve sustainable development of logistics systems. The article identifies the barriers preventing the implementation of the circular economy concept, among them being regulatory, institutional, economic, financial and investment, market, technological, informational, and cultural. The article considers the best practices of effective implementation of circular economy solutions on the example of Finland. The indicators of the development of the green technologies market in the world and the national logistics system of Ukraine under conditions of a circular economy are analysed. It has been established that many conceptual approaches to the definition of the terms “green logistics” and “environmental logistics” are generally accepted and have a broader meaning, without taking into account the functioning specificity of various spheres of economic activity, including transport and logistics. Scientific views on interpreting the essence and content of the concept "green logistics" are generalized. It is proposed to consider the term "green logistics" from three angles: a circular economy instrument; a component of business corporate social responsibility; and a type of economic activity aimed at reducing the negative impact on the ecosystem and the environment. In order to effectively implement the concept of green logistics, an organizational and economic mechanism has been developed, the main elements of which are: diagnostics of the current state, features and trends in the logistics systems' development, taking into account the environmental component; exogenous and endogenous factors affecting the development of logistics systems; risks in organizing the processes of logistics activities; subjects and objects of management, goals, objectives, principles, functions, tools, methods, management tools, information technology, criteria. The priority principles of forming an organizational and economic mechanism include consistency, integration, reliability, dynamism, compliance with the goals of sustainable development, and efficiency. A structural diagram of forming an organizational and economic mechanism for implementing the concept of green logistics is proposed, including the following blocks: management of material resources’ supplies and purchases; products manufacturing; warehousing and stocks; logistic flows; the risks of logistics activities; logistics service processes; recycling of waste; innovation and transformations. Introduction of the proposed organizational and economic mechanism will reduce the cost of managing the movement of logistics flows and increase the level of environmental safety. This is one of the most important requirements for implementing the concept of business corporate social responsibility in a circular economy.

A classification of contact personnel was proposed and a provision was developed on the assessment of its competencies and their impact on the potential of internal marketing, which provide for the construction of a graphical model that reflects the level of resource, process and strategic prerequisites for achieving the effectiveness of internal marketing of the enterprise, taking into account all stakeholders. A system was developed for monitoring the management of internal marketing of enterprises providing services, which involves the use of economic and mathematical modeling, decision-making support systems and the Internet technologies. This allows the owner of the enterprise to control management decisions affecting the internal marketing system, taking into account the role of contact personnel in order to ensure the effectiveness of running a business in a competitive environment. The analytical tools for diagnosing internal marketing of enterprises were improved, which, unlike the existing methodological approaches, allow, given the nature of services, assessing the level of satisfaction of three study objects at the same time: consumers, contact personnel and top managers of the enterprise.

The article analyses the dynamics of development indicators of the regional transport and logistics system of the economic region «Podillya». The barriers that hinder its effective functioning are identified and conditionally divided into 10 groups: political, institutional, investment-financial, infrastructural, logistical, tariff, customs, innovation, information, and environmental ones. It is proved that to eliminate these barriers it is advisable to develop a cluster model of logistics in the economic region, which means a conceptual approach that involves the creation and development of transport and logistics cluster as a mechanism for sustainable operation of the regional transport and logistics system. The cluster model includes the following blocks: a single set of logistics processes; members of the transport and logistics cluster that organize these processes; algorithm of cluster formation and functioning; organizational and economic mechanism of creation and development of transport and logistics cluster; mechanisms for forming partnerships between cluster members; achieving sustainable development of the transport and logistics cluster on the basis of stimulating the regions. Implementation of the cluster model of organizing logistics in the economic region will contribute to the synergetic (economic, social and environmental) effect.

Харчишина доктор економічних наук, доцент, експерт з організаційного розвитку і людських ресурсів Команди підтримки реформ Міністерства освіти і науки України, професор кафедри економіки, менеджменту, маркетингу та готельно-ресторанної справи, Житомирський державний університет імені Івана Франка, м.

The analysis of the dynamics of the regional transport and logistics system of the Prydniprovsky economic region revealed many barriers to its effective functioning, which were divided into 10 groups: political, institutional, innovative, investment and financial, information, environmental, tariff, infrastructure, customs, and logistics. The forecast estimation of the indicators characterizing the development of the regional transport and logistic system in the Prydniprovsky economic region by using economic and mathematical tools was carried out, and on this basis tendencies of its functioning were revealed. It should be noted that forecast estimates should be considered forecasts-warnings. That is, provided that the insignificant level of labor productivity is maintained, as well as its reduction, the low return on capital investments in the coming years can significantly reduce the volume of transport (rail and road) in the Prydniprovsky economic region. Based on the regional development strategies of Dnipropetrovsk, Zaporizhzhia and Kirovohrad regions generalized, their shortcomings in creating a transport and logistics cluster were identified. In order to transform the regional innovation ecosystem, a conceptual approach to forming the transport and logistics cluster as an element of innovation infrastructure based on reasonable specialization was substantiated. It was proved that this structure should take the form of a partnership of business structures, research institutions, higher education institutions, institutions of logistics and innovation infrastructure, and government agencies. The structural scheme of interaction between the transport and logistics cluster and the innovation ecosystem was proposed to achieve the strategic goal of "Innovative development of the region on the basis of smart specialization" while implementing the strategic documents for the period till 2027. It was established that the development and implementation of basic conceptual provisions for forming a transport and logistics cluster would create appropriate conditions for increasing the volume and quality of transport and logistics services, for intensifying innovative development and implementing a qualitatively new regional pattern of sustainable development of the Prydniprovsky economic region, which must meet modern requirements for managing economic systems.