СТРУКТУРНІ ТРЕНДИ МІЖНАРОДНОГО МАРКЕТИНГУ

The article seeks to provide insights on the current structural trends in international marketing. It is observed that in recent decades, marketing as a business concept has undergone internal qualitative changes which have been primarily underpinned by new technological advancements and globalization opportunities. The rapid pace of globalization has fuelled the emergence of a large number of new customers and new competitors in the global market, as well as spurred revolutionary changes in communication technology. In modern realia of intensified competition, marketing remains an exceptional tool to win and protect market share for most companies. Further on, the study explores the etymology of the word "trend" and substantiates its significance to business development perspectives along with providing the most popular trend classification groupings: by the generational theory and according to the Internet marketing concept. The findings reveal the key latest trends in various industries that have gained a positive response from consumers, thus verifying a growing interest in marketing trends. In addition, the study presents an overview of the latest trends that will help companies enhance their market position. It is argued that to be competitive, each company should monitor trends, follow trends and actively implement them in their marketing activities, especially in the international market. It is resumed that for these trends in international marketing to be effective, a special emphasis should be placed to targeted communication with consumers, in particular, marketing strategies should focus on the following principles: the need to adapt the content of messages and channels to the target audience demands by age groups and generations; narrow market segmentation – hyperpersonalization; creating interactive advertising content and format and using games; trend towards individuality, environmental friendliness and consumer involvement in the process of developing goods, products and services; flexibility in obtaining data; collaboration with international brands; active implementation of new functions on social platforms (such as Shops on Instagram / Facebook) in company marketing.

Using Implementation Science Active Implementation Frameworks to Implement an Instructional Framework to Increase Teacher Capacity for Instructional Access for Students With Disabilities

This article discusses the use of the Active Implementation Frameworks (AIF; Fixsen et al., 2005; Fixsen & Blasé, 2011) in a grant-funded project to implement the use of Universal Design for Learning as an instructional intervention to improve the access to quality instruction for students with disabilities. The discussion is based upon data specific to the AIF Implementation Drivers that facilitate and ensure the success of initiatives. The data illustrate the extent that characteristics of the respective schools and districts participating in the project impacted the fidelity of implementation processes and their associated outcomes.

The Method of Real Options and the Business Model «Lean Canvas» in the Practice of Performance Evaluation of it Projects

The relevance of the study is due to the active implementation of IT technologies in various aspects of companies, which gives special importance to the development of a methodology for assessing the effectiveness of projects in a highly uncertain environment. The paper presents the methodology and assesses the effectiveness of IT projects using binomial «decision tree» model and iterative risk assessment metamodel «Lean Canvas». The comparative assessment of IT project efficiency using discounted cash flow method, binomial «decision tree» model and Black–Scholes model was carried out. The results have shown the advantage of option-based approach to the evaluation of IT project efficiency in comparison with the traditional DCF method, which allows to build flexibility in the planning and management of the project, assess its potential and consider the uncertainties as additional opportunities for profit.

Decentralization as one of the main goals of the cultural development strategy of the Dnipropetrovsk region

The purpose of the article is to clarify the essence and place of decentralization in the system of culture of the Dnipropetrovsk region and the Development Strategy. To identify and investigate factors preventing active implementation of decentralization in the cultural sphere of the industrial region. The article reveals and discusses the main vectors of forces that should lead the sector of culture from the periphery of political interests and ensure its one of the main places in the public and political arena of Ukraine. The methodology is based on using analysis and observations to identify the phenomena of decentralization in culture and its further implementation in the region, particularly, the identification of factors that have a negative and positive impact on the sphere of culture through the prism of decentralization, and also the establishment of a ruinous force that encourages the preservation and multiplication of cultural values. The scientific novelty lies in the research into the problem of decentralization of culture at a higher level than that of the borders of the country. The Dnipropetrovsk region is an industrial region with a clear industrial specialization, which among the various areas has shortcomings in the sphere of culture, including in the mechanism of decentralization. The implementation of this dimension will allow reaching a solution to the problems that are urgent in the sphere of culture and lay a solid foundation for new innovation and cultural development of the Dnipropetrovsk region. Conclusions. As a result of the research, the main factors affecting the implementation of decentralization in the sphere of culture in the Dnipropetrovsk region were identified and the solution of problematic issues was proposed, namely by identifying priority areas, such as Active economic activity of cultural institutions, the attraction of investors, implementation of a new human resources policy, differentiation of management decisions at the local stage, which will contribute to the modernization of the level of culture in the region. Key words: decentralization, culture, reforming, Culture Development Strategy, Dnipropetrovsk region.

Legal features of the use of big data in the tax activities of the state

Objective: The article is devoted to determining the legal nature of Big Data technology. Some aspects of the problematic in the field of using Big Data technology in public tax activities are investigated. The theoretical and legal approaches to the regulation of Big Data technology in domestic and international law are analyzed. Methods: The authors used a combination of methods: theoretical, general scientific methods and empirical methods. Results: The development of the conceptual and terminological apparatus and the harmonization of domestic and international legislation is indicated as one of the possible directions for the formation of legislation. Conclusion and recommendations: Active implementation of the activities of tax authorities in the digital economy requires the adoption of adequate legal decisions. The thesis that legislation must be formed considering the legal and commercial nature of Big Data technology is considered. The use of Big Data technology must be accompanied by legal and ethical standards.

Constitutional and Legal Foundations of Parliamentary Control in the Republic of South Ossetia

Parliamentary control is recognized as the most effective form of influence on government bodies (primarily executive bodies) in the implementation of its main functions by the legislative body. Parliamentary control is of great importance to ensure a balance between the legislative and executive branches of government, as it is one of the main elements of the system of checks and balances. Parliamentary control in the Republic of South Ossetia has its own characteristics and specific features, even taking into account the desire of the South Ossetia legislator to converge national and Russian legislation. The author provides a characteristic of the forms of parliamentary control and mechanisms for the implementation of these forms, based on the legal framework and established practice. A comparative legal analysis of certain forms of parliamentary control with similar ones in the Russian Federation and a number of other foreign countries has been carried out. It is concluded that the absence of a system-forming act in the field of parliamentary control for the highest representative and only legislative body of the Republic of South Ossetia is not an obstacle to the active implementation of its control functions.

Prevention of complications of transpapillary endoscopic interventions

This study analyzed the treatment results of 345 patients who underwent planned and emergency transpapillary surgical interventions for various diseases of the biliopancreatoduodenal region. Among these patients, 68.9% were women and 31.1% were men aged 1892 (mean age, 63.7 4.5) years. The study included patients who used various types of transpapillary endoscopic interventions as a treatment method, such as endoscopic papillo-sphincterotomy (71.9%, including choledocholite extraction in 68.7% of the patients), endoprosthetics of the common bile duct and main pancreatic duct (17.8%), balloon dilatation and bougienage of bile duct strictures (6.2%), mechanical lithotripsy (2%), nasobiliary drainage (1%), endoscopic wirsungotomy (0.8%), and endoscopic papillectomy (0.3%). Variants of the inflow of hepaticoholedochus and Wirsung duct were assessed using magnetic resonance cholangiopancreatography. The active implementation of preventive measures regulated by the global community made it possible to reduce the overall incidence of complications of transpapillary interventions to 13.1% and the rates of postoperative mortality to 1.3% (p 0.05). The use of these measures led to a significant decrease in the incidence of acute post-manipulation pancreatitis from 10.3% to 4.8%, postoperative bleeding from 8.9% to 5.5%, cholangitis from 2.8% to 0.7%, and a low incidence of retroduodenal perforation in 1.1%. Personalized consideration of the modern recommendations of the global endoscopic communities (Europeans, Americans, and Japanese) when performing endoscopic retrograde cholangiopancreatography, as well as original approaches associated with the determination of the anatomical features of the structure of the Vater papilla with variants of fusion of hepaticocholedochus and Wirsung duct, helped to significantly reduce the overall incidence of complications following transpapillary endoscopic procedures from 22.2% to 13.1%.

Globolocalization versus Russophony: the search for an alternative to hybridity and cross-cultural situation

The relevance of the research topic is due to social contradictions caused by the proliferation of glovolocalization, transculturation and translocality projects in the global culture, associated with the active implementation of the manipulative practices of adaptation of linguistic and cultural locuses to the global market. Hybridity as a basic property of postmodernity requires the interpretation of these projects on the basis of new methodological premises: philosophy of media, structuralism and poststructuralism, critical theory. The neoliberal hehemony lays in the basis of these projects an imaginary tolerant cross-cultural phenomenon, which often makes it difficult to identify the deepest paradoxes of their repressiveness. The central project of cross-culture today is glocalism. The aim of the research is to carry out a comparative analysis of global localization and Russophony as alternative (pragmatic and ethical) ways of resolving hybrid conflicts between cultures and finding ways of dialogue at the global (world) and local (Russian) levels. As a result of the analysis of materials on glocalization, the author comes to the conclusion about the existence of a number of legitimate contradictions in glocalism, the main ones of which are: the contradiction between capital and labor, time and space; the contradiction between ethical universalism and the economic particularism of the market; the contradiction between the imaginary freedom of horizontal communication and the asymmetric governing structure of organized haos; the contradiction between transnational companies and the state, which risks losing its national and civilizational subjectivity; the contradiction between the promises to the regions from transnational companies and the real possibilities of the regions; double codes in relation to protest movements in globalist and anti-globalist regions. As an alternative to glocalization in relation to Russia and a number of other countries, including Ukraine, we propose a solidarity project of Russophony as a mechanism of linguistic solidarization of cultural subjects on civilizational, cultural and symbolic grounds.

Changing the legal status of cryptocurrency in Russia in 2020–2021 as a promising step into the future

Subject. The article deals with the process of cryptocurrencies development in Russia after the change in their legal status, and the forecast of further legislative changes in this area. Objectives. The aims are to consider the change in the legal status of cryptocurrencies in Russia from January 1, 2021, the successful experience of legal regulation of cryptocurrency turnover in Japan, and to compare it with the Russian experience of recent years; to justify the need for further legal changes in the field of cryptocurrencies in the Russian Federation; to address prospects for active implementation of cryptocurrencies in Russia. Methods. The study employs methods of comparative and systems analysis, method of observation, generalization, classification, the analysis of theoretical Russian and foreign sources, the structural type of analysis, using analytical, graphical and statistical tools. Results. The paper presents the main legislative changes that have taken place in the field of cryptocurrency adoption in Russia since January 1, 2021; considers draft laws on settlement of cryptocurrencies of the past years, explains their fundamental shortcomings. It predicts legislative initiatives in cryptocurrency development in the Russian market and proves the further need for changes in the regulatory framework for cryptocurrency. Conclusions. Tightening and regulating the cryptocurrencies in the Russian financial and economic market are a timely response to speculation and fraud. The change in the legal status of cryptocurrencies in Russia is a step into the future.

MODERN REQUIREMENTS FOR COMPETENCIES OF SCIENTIFIC AND PEDAGOGICAL EMPLOYEES OF HIGHER EDUCATION INSTITUTIONS

The current state of the problem of informatization of education in Ukraine has been analyzed. It is shown that information technologies largely determine the nature and direction of higher education, and their active implementation in the educational process contributes to effective training of future competitive professionals. The main aspects of solving the problem of informatization are considered: computerization of educational institutions and acquisition of information and communication competencies by research and teaching staff of universities.