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The subject of the study is the theoretical and practical aspects of problem solving and institutional provision of prospects for the use of cryptocurrencies on the financial market. The purpose of the article is to determine the existing scope, advantages and risks of using cryptocurrencies in the financial markets and, on these bases, to justify the strategic directions of their development and the prospects of using them as the latest financial instruments. The methodological basis of the article is a monographic, historical, system-structural analysis and synthesis – when determining the essence, stages of development and use of cryptocurrencies; statistical and economic, fundamental analysis (FA) and technical analysis (TA) – when determining the market, positions, dynamics of cryptocurrencies, their effectiveness as digital assets or investment instruments; mathematical programming, modeling, behavioral finance – when forecasting the dynamics of cryptocurrency rates and the effectiveness of directions and forms of their institutional support. Results of the article. The theoretical foundations of the creation, functioning and use of cryptocurrencies were clarified; identification of factors, functions and competitive advantages, principles of management; determination of the most effective methods of evaluating their courses, market volatility; substantiation of forecasting tools and directions and forms of development of institutional support with the aim of improving its use in the future. Field of application of results. The materials of the article can be recommended for implementation in the activities of financial and economic faculties or institutes of higher education institutions; financial institutions. Conclusions. Cryptocurrencies as digital monetary or financial assets, virtual money are becoming more and more widespread in terms of the amount of monetary mass and the number of types, use by the population all over the world as a full-fledged means of payment; official recognition by the governments of many countries. Their further use is based on identifying and taking into account in practical activity the essence and functions of financial instruments, competitive advantages and risks, and on the basis of this - the development of appropriate strategies and tactics of use. As a financial instrument, cryptocurrency is considered primarily as a means of capital accumulation; means of payment; to a lesser extent - as a means of lending and insurance, investment. However, the strategic directions of using cryptocurrency as a digital asset are related to their use as a financial instrument, not only with its functions and content, but also with investment strategies. They rely on, including and on the cryptocurrency trading strategy and depend on its competitive advantages and risks, types, volumes, market trends, cyclicality and the general state and dynamics of financial and other markets, the socio-economic situation in individual countries and in the world; behavioral economics and behavioral finance. Taking into account the specified factors allows to determine and forecast the strategic directions of its development in the future.

The subject of the study is the organisational, economic and marketing aspects of the development of the electronic (digital) economy and e-commerce as the most promising segment of modern markets in the context of restrictions on direct contacts and movement of people due to measures to combat the COVID-19 pandemic and personal safety. The purpose of the article is to study the organisational, economic and marketing aspects of the development of the electronic (digital) economy and e-commerce as the most promising segment of modern markets in the context of restrictions on direct contacts and movement of people due to measures to combat the COVID-19 pandemic and personal security. The methodological basis of the article is based on the following methods: system-structural analysis and synthesis (in determining the set of factors of influence and its level on the electronic economy and commerce; determining the composition and structure of the digital economy and e-commerce); historical and monographic (in identifying the stages of development and territorial spread of e-commerce); statistical and economic (for establishing and analysing quantitative indicators of the status, trends and prospects of e-commerce development). Results of the article. As a result of the research, it was found that the following are of the greatest importance in the modern digital economy: digitalisation of business processes and organisational structure of enterprises with a view to their optimisation; digitalisation of document flow; and e-commerce. The latter is an independent and most progressive segment of the consumer market. The author identifies the main factors influencing the development of the electronic economy and, in particular, e-commerce; its main components and features of work in the online network; identifies the benefits and problems for organisations, employees and consumers. The scale, trends and prospects for the development of e-commerce are determined on the basis of analysis and synthesis, evaluation and diagnostics of quantitative indicators. Field of application of results. The results of the article can be used by representatives of small businesses that carry out e-commerce or plan to develop it; scientists, teachers and students of higher education institutions. Conclusions. Prospects for the development of e-commerce are associated with the promotion of the following areas and the use of the following tools: improving the institutional support for e-commerce and security (especially personal data) of its participants; involvement of marketing strategies based on their specificity in the online environment; establishing comprehensive aspects of behavioural economics and behavioural finance to monitor and predict and increase demand and form product offers; promotion of mobile commerce through the global.

The subject of the study is the process of formation and implementation of competitive strategies of enterprises in the conditions of globalization of markets. The purpose of the article is to study the relationship between the globalization of markets and the development of competitive strategies of enterprises, as well as to provide recommendations to enterprises on the development of effective competitive strategies that take into account global trends and the peculiarities of local markets. The methodological basis of the article can be various research approaches and methods, depending on the specific orientation. The methods of economic analysis are used, in particular, comparative analysis of various competitive strategies, SWOT analysis, Porter's analysis, and others. Also used are methods of sociological research, in particular surveys of various groups of stakeholders, or methods of practical experience, including case studies of successful enterprises and their strategies. Results of the article. It has been established that in the conditions of globalization of markets, enterprises must develop competitive strategies that take into account the trends of global market development and the peculiarities of competition in different regions of the world. The main factors influencing the development of competitive strategies of enterprises in the conditions of globalization of markets are identified, in particular: changes in the political, economic, socio-cultural and technological environment, the growth of competition, changes in consumer requirements, the strengthening of the influence of regulatory bodies, etc. The main strategies that can be applied by enterprises in the conditions of globalization of markets, such as: differentiation strategies, cost reduction strategies, focusing strategies and combined strategies, are studied. It was found that the success of the company's competitive strategy in the conditions of globalization of markets depends on several factors, in particular: choosing the right strategy, effective management of resources, adaptation to local conditions and interaction with partners. Recommendations are given on the development and implementation of competitive strategies of enterprises in the conditions of globalization of markets, in particular: analyze trends in the development of the global market. An additional result is the identification of key factors that influence the formation and implementation of competitive strategies of enterprises in the conditions of globalization of markets. This enables enterprises to more effectively adapt to changing market conditions and develop their strategies based on the analysis of these factors. Field of application of results. The recommendations for the development of competitive strategies that have been formulated can be used by enterprises of various sizes and industries that wish to compete in international markets. In particular, the research can be useful for managers who are responsible for the development of company strategies, as well as for researchers and teachers who deal with problems of competitiveness of enterprises. Conclusions. The development of competitive strategies of enterprises in the conditions of globalization of markets is an important factor in their success and preservation of competitiveness. Effective selection and implementation of strategies requires a deep analysis of external and internal environmental factors, a thorough study of the competitive field, and the use of modern strategic management tools.

The subject of the study is to highlight the socio-economic significance of the social component of student training and teachers' activities as competitive participants in the labor market, educational space, highly qualified and patriotic potential of the Ukrainian nation. The purpose of the article is to identify new opportunities for strengthening the social components of training and increasing the competitiveness of future specialists in agricultural universities and their implementation by means of management and administration. The methodological basis of the article is historical, monographic, dialectical, system-structural analysis and synthesis, statistical-economic methods. Results of the article. It was determined that social components can and should be strengthened in the process of professional training of students (responsibility for one's actions in relation to future subordinates, colleagues, partners, consumers, business and environmental ecology; patriotism; educated and intelligent behavior, empathy for others; love for nature as factor of competitive agricultural activity, etc.); industrial and educational and industrial practices (advisory, professional and digital, etc. assistance to rural territorial communities, individuals, enterprises); in the development of student self-government; cultural-mass and socially useful work at the university (participation in cultural-artistic and social events at various levels of organization and management – clubs, competitions, trainings, field days, round tables, Olympiads, presentations, etc.); in the organization of student leisure, food and sports; in ensuring the personal growth of each teacher and student; in the form of volunteer activities of teachers and students; in the process of interaction of the university with local and state authorities, etc. Collectively, these directions can be characterized as the social responsibility of universities and their management and administration. Field of application of results. The results of the article can be used by agricultural universities, public organizations, students, graduate students, teachers; bodies of local self-government and management of rural territorial communities. Conclusions. Therefore, the social components of training students of agricultural universities as future competitive specialists in the labor market are of great importance. We have determined a clear periodization of social work in time (before the war (with the exception of the times of the pandemic), during the war, after it); by locations of conduct (intra-university, external environment, combined events); by subjects of influence, functions, mission - among students, for students, by the forces of students; terms of implementation - permanent, periodic, one-time measures; regarding the educational process and methods of implementation - as part of educational programs, special in additional time, combined, etc. In modern conditions, along with traditional and established social measures, strategic priorities include: administration and provision of healthy nutrition and physical culture and sports for students; support of rural communities by students, including during educational and industrial and complex industrial and pre-diploma practices. It is also development on the basis of social responsibility of teachers and students of volunteer activities. Finally, it is constant support for constant personal growth, self-education, self-improvement, development of an active civic position, including through participation in student and local self-government bodies.

The subject of the study is the theoretical and practical aspects of the development and improvement of the competitiveness of small enterprises on the basis of the formation and spread of digital business processes in domestic small businesses of various fields and types of activity. The purpose of the article is to establish the main types and manifestations of digital business processes in small businesses, their content and competitive advantages, features of organization and management to increase the competitiveness of the functioning and development of small enterprises. The methodological basis of the article is the main methodological provisions of enterprise economics; problem-targeted approach; methods: system-structural analysis and synthesis, historical and monographic, statistical and economic. Results of the article. The competitive advantages of digitalization of business processes in small businesses have been established (optimization, productivity improvement, saving labor, money, etc., unification, improvement of the quality of products and services, etc.). It was determined that this allows us to predict their total distribution in the future. The main types of digital business processes were characterized and the addition of new ones (operations with cryptocurrencies) was substantiated. Manifestation formats, effectiveness and strategic development priorities for the future were developed. Field of application of results. The conclusions and results of the article can be used by small enterprises in the organization of business processes on the basis of digitalization; in the implementation of marketing technologies in the conditions of e-commerce; in strategies for increasing competitiveness. They will be useful in the educational process of economic specialties of institutions of higher education, in the scientific work of students, graduate students, and teachers. Conclusions. In the structure of modern social and industrial and economic activity at the level of small enterprises, digital business processes are gaining more and more importance. They are formed both in traditional activities and in the latest digital economy. However, in any case, they relate to both the main and auxiliary activities; all links of reproduction; provide significant savings due to optimization of the organization, automation, lack of need for premises, equipment, additional employees; reduce the number of errors and other negative manifestations of personal factors and thus work to increase the overall competitiveness of small businesses. Therefore, in the future, their unification by spheres of activity (food production, fashion industry, IT development, etc.) and introduction into the practice of small business management will be of great importance.

The subject of the research is the peculiarities of the use of marketing technologies for the development of enterprises in the environment of e-commerce and digital economy, as well as their implementation of social responsibility. The purpose of the article is to establish the features of Internet marketing and the impact and directions of application of marketing technologies on the development of enterprises and their implementation of social responsibility in the e-commerce environment as an important part of the digital economy. The methodological basis of the article are methods of system-structural analysis and synthesis, historical and monographic, economic comparisons. The results of the article. As a result, it was determined that Internet marketing or marketing technologies for enterprise development cover specific tools and techniques. However, since social responsibility, which is introduced in the traditional economy as an important factor in improving the image and business reputation of business, helps to increase the loyalty and profitability of enterprises, it should be implemented in the e-economy. Its specific forms and manifestations are established. Field of application of results. Conclusions and results of the article can be used by enterprises in the implementation of marketing technologies in e-commerce; in the educational process of economic specialties of higher education institutions. Conclusions. The development and operation of enterprises in the e-commerce environment is accompanied by special strategies and technologies of Internet marketing. They apply not only to its components and tools, typical of online conditions (interactivity, targeting, web analytics), but also to various forms and manifestations of social responsibility. Given that e-commerce is targeted at the target audience, manifestations of social responsibility help to improve the business reputation and image of enterprises, and thus attract additional customers. Manifestations of social responsibility are: providing information and presenting new quality products from processed raw materials; development and use of loyalty programs for regular customers; accrual of bonuses for the purchase of goods for animals, as well as environmental orientation; providing promotions and discounts on food products and basic necessities. It is also the provision of free delivery of goods - unconditionally or under certain conditions. Finally, it is the online sale of only products and services that are permitted by law. This includes providing truthful information and publicity, good faith and accountability.

The purpose of the article is to determine the socio-economic features of the implementation of academic mobility as a tool for training competitive specialists at universities and in agriculture in particular, in accordance with national and international requirements. Research methods. System-structural analysis and synthesis were used in the research process; methods: monographic, historical, and abstractions and economic comparisons. Theoretical and methodological basis: concepts, approaches, theories, provisions, conclusions, considered in the scientific works of domestic and foreign scientists, communication theory, information technology; normative legal acts of public authorities regarding the development of higher education and academic mobility (Constitution of Ukraine, laws of Ukraine, resolutions and orders of the Cabinet of Ministers of Ukraine). Research results. Academic mobility is considered a system with a particular structure in terms of forms and types of its implementation, location, duration and timing. Social and economic benefits have been identified through the new Regulation of the Cabinet of Ministers of Ukraine on economic mobility. The functions and tasks have been clarified and recognised as a critical tool for improving the quality and competitiveness of training of future specialists in the country's universities. In addition to the procedure for implementing and administering academic mobility, attention is paid to its information support and supplementing other forms and areas of international exchanges in the field of science and education. Scientific novelty. For the first time, the emphasis is on strengthening the social benefits of academic mobility in terms of its implementation, which will preserve places of study and work for domestic participants in the educational process for a long time, which was not expected before. Also, for the first time, the need for the integrated use of organizational and economic factors to ensure academic mobility through a combination of mechanisms to support universities and individual initiatives of students, teachers and the scientific community. Practical significance. The obtained conclusions and results can be used in the educational process of higher education institutions of Ukraine, youth and students, public organizations and governing bodies in the field of science and education at the level of regional authorities and local communities.

The subject of the research is theoretical, methodological and practical aspects of supporting projects and strategies for the development of rural green tourism enterprises at the local and state levels. The aim of the article is to identify new directions and forms of local and state support for rural green tourism development strategies in the context of pandemic restrictions, as well as to clarify existing ones. The methodological basis of the article is the theoretical and methodological provisions of business economics and tourism economics, management and marketing, public administration; regulations of Ukraine and the European Union; historical, monographic, system-structural analysis and synthesis, statistical-economic, problem-target research methods. The results of the article. Forms and directions of state and local support of strategies for development of rural green tourism enterprises as small business entities are substantiated; sources of tourist services, development of the middle class in rural areas and the reproduction of rural areas. This takes into account the tools and methods of direct and indirect support, material and moral incentives and incentives. It is stated that in modern conditions, strategic plans should take into account tactical steps: pandemic restrictions; certificates and other factors of conformity; budget payments to entrepreneurs and consumer incentives on terms determined by the state. Field of application of results. In higher education institutions; in the management and personnel management of agricultural enterprises and corporations; in public administration and local self-government bodies; at rural green tourism enterprises and public organizations. Conclusions. It is determined that the national concept of supporting the development of rural green tourism enterprises should be based on common theoretical and methodological principles and cover the state, regional and local and business level of organization, management and administration. Strategies and projects for their development should be based on mostly indirect methods, material and moral incentives and incentives. However, in the current COVID-19 pandemic, they must take into account new requirements, compliance and restrictions; use direct state financial support for small businesses and consumers; follow the rules of sanitary safety and develop new products and services in accordance with the adjustments made by the pandemic in tourism.

The purpose of the article is to make conceptual assessments of the implementation of the principles of inclusive rural areas development with the participation of agroholding integrated formations. Research methods. In the course of the research a number of general scientific and special methods were used, in particular: system-structural analysis and synthesis as the main methodological tool (in the analysis of directions of social responsibility and inclusive development of agroholding integrated formations); monographic (in determining the essence and methodological assessment of the role of agroholding integrated formations as integrated structures in the inclusive development of Ukraine's economy); extrapolations (with substantiation of potential and possibilities of strengthening of inclusive orientation in development of agroholding integrated formations for the future). Research results. The methodological context of inclusiveness in the effects of management in the agricultural sector of the economy in the formation of the concept of sustainability is outlined. Institutional and organizational-economic characteristics are revealed and priority roles of agroholding integrated formations in realization of principles of inclusive development of rural territories are identified. The emphasis on the direction of development of agroholding integrated formations on realization of projects of socially responsible management which will consider features of development of rural territories is defined as effective and methodically expedient. Scientific novelty. The methodological context of inclusiveness in the effects of management in the agricultural sector of the economy in the formation of the concept of sustainability is outlined. Institutional and organizational-economic characteristics are revealed and priority roles of agroholding integrated formations in realization of principles of inclusive development of rural territories are identified. The emphasis on the direction of development of agroholding integrated formations on realization of projects of socially responsible management which will consider features of development of rural territories is defined as effective and methodically expedient. Practical significance. Methodological substantiation of organizational and economic characteristics and conceptualization of the role of agroholding integrated formations in the implementation of the principles of inclusive rural areas development with proof of the need for stimulating involvement of this type of structures in the implementation of socially responsible management with projection to achieve sustainability through inclusiveness. Tabl.: 2. Refs.: 50.