INTERNATIONAL SCIENTIFIC-PRACTICAL JOURNAL COMMODITIES AND MARKETS

Innovative companies in the international pharmaceutical market

Liudmyla KUDYRKO — 2025-03-12

Increasing the role of the global imperative of health care as a benchmark for the civilizational development of mankind in the modern era creates a strong demand for achievement of high performance in the innovative sector of contemporary pharmaceuticals. At the same time, the innovation process is a complex and high-risk phenomenon, which depends on the interaction of a number of factors. The preliminary research hypothesis presented in this article is the thesis on the conditionality of innovations in the international pharmaceutical business by the contradictory influence of factors of both external (exogenous) and internal (endogenous) origin and their significant external consequences for global healthcare, economic development and social welfare. The purpose of the article is to disclose the exogenous determinants of innovative development of companies in the international pharmaceutical market. To accomplish the task, a complex of methods of scientific knowledge, which contains analysis and synthesis, comparative analysis and systematization, is applied. To obtain substantiated conclusions, the study was based on the CASE STUDY method and empirical-statistical analysis. The study showed that the pharmaceutical business is currently one of the most dynamic and innovation-oriented sectors of the global economy, which has received additional impetus for its development in the conditions of COVID-19, revolutionary shifts in the system of fundamental science, active integration of artificial intelligence into research and production processes. The assessment of individual regulatory levers of influence on the activities of pharmaceutical companies has shown some differences in national regimes for regulation and maintenance of innovative activity in the pharmaceutical sector, in particular regarding the practice of direct R&D subsidization, the scale of the spread of reimbursement mechanisms, the intellectual property protection, etc. The analysis also demonstrated that marketing technologies have a strong impact on the implementation of pharmaceutical companiesʼ innovation priorities, in particular, due to the active implementation of product life cycle strategies, the continuation of market exclusivity and the protection of monopolistic drug sales is achieved. Future research prospects are considered in terms of the analysis of economic mechanisms for the inclusion of national companies in the global chains of new drug development and production, directions of increasing the investment attractiveness of the domestic pharmaceutical sector for leading non-resident companies, which are leaders of the international market.

Competitive advantages of the labor market in Ukraine

Yurii BYTSIURA — 2025-03-12

The article is devoted to the research of the competitive advantages of the labor market in Ukraine, which determine the enhancement of the national economyʼs competitiveness in the context of globalization and modern challenges. The relevance of the topic is driven by the intensifying competition for skilled labor at the international level, the influence of globalization, demographic changes, and technological progress. The aim of the research is to analyze the key competitive advantages of Ukraineʼs labor market and to develop recommendations for strengthening them in the context of globalization and the digital transformation of the economy. The research is based on the hypothesis that Ukraine possesses significant competitive advantages, such as a highly educated population, a developed IT sector, and strategic geographical location. However, these advantages can be neutralized by low labor productivity, insufficient investment in human capital, and large-scale labor migration. It is assumed that the introduction of systemic reforms in education, social policy, and labor market infrastructure can strengthen the competitive advantages of Ukraineʼs labor market. The research methodology is based on the use of general scientific approaches, including statistical data analysis, a systematic approach, and comparative analysis. Data from the State Statistics Service of Ukraine, international organizations, and analytical reports are used. The authors have conducted a SWOT analysis of the labor marketʼs competitive advantages, which identified its strengths and weaknesses, as well as opportunities and threats for development. The results of the research have been revealed that Ukraine has significant potential to enhance its labor marketʼs competitive advantages, particularly through the development of a "green" economy, modernization of educational programs, and stimulation of innovation. The practical significance of the research lies in formulating recommendations for government bodies to reduce labor migration, increase investment in human capital, and improve working conditions. The research makes a scientific and practical contribution to understanding the competitive advantages of Ukraineʼs labor market and provides a basis for developing strategies for their effective utilization under modern conditions.

Market research of canned fruits and vegetables in Ukraine (2020–2024)

Oksana VITRIAK — 2025-03-12

Fruit and vegetable products account for a significant share of the Ukrainian diet. Consumers want high-quality and safe agricultural products with valuable chemical composition. However, the storage of fresh raw materials is complicated by the seasonality of its cultivation and significant storage costs. The aim and objectives of the study were to present trends in the canned fruit and vegetable market, in particular, import and export volumes, and to justify the use of effective methods of canning vegetable raw materials to saturate the market with quality products. General scientific methods are used – collection of information, its processing and generalization; economic and statistical, systematic and comprehensive analysis of the market environment of canned fruit and vegetables in Ukraine. The paper identifies effective ways of preserving biologically active substances in long-term storage plant products, such as freeze-drying under vacuum, shock freezing, convective and infrared drying. Innovative ways to extend the shelf life of fruits and vegetables are analyzed: the use of alternative gas mixtures; the use of nanotechnology; the addition of natural preservatives with high antioxidant and antimicrobial properties. The prospects for the production and consumption of fruit and vegetable products in Ukraine are outlined. It is established that imports of dried fruit and vegetable products prevail and exports of domestic frozen berries have decreased, but there is a tendency to develop craft enterprises – local producers who produce canned fruits and vegetables according to their own authorʼs recipes and innovative technologies. Due to the martial law in Ukraine and the difficult energy situation, it is important to produce long-life food products for ordinary consumers and military personnel in extreme conditions, during hostilities away from supply bases. The described hypothesis indicates that the introduction of promising canning technologies and the use of local fruit and vegetable raw materials would contribute to the production of safe and high-quality products with preserved chemical composition and useful properties of fresh products, expanding their range and development of local enterprises for processing agricultural raw materials, and strengthening the market of canned fruit and vegetable products in Ukraine.

The wine market of Ukraine in 2024

Inna BEZHENAR — 2025-03-12

Abstract. The relevance of the study lies in understanding consumer preferences in wine selection, essential for adapting to current trends, improving consumer satisfaction, and ensuring the competitiveness of local producers. The purpose of the study is to analyze consumer behavior in wine selection across different categories of consumers, in the context of growing demand for a variety of wines, both local and imported, and to identify the key factors influencing these preferences. The research methods involved surveying 112 respondents aged 18 to 56+, using closed-ended questions to collect data on demographics, purchase frequency, preferred purchase locations, taste preferences, and perceptions of local wines. The results showed that the largest group of consumers (55.4%) was in the 36–45 age category. White wine emerged as the most popular choice, with 69.6% of respondents selecting it most frequently. Gender analysis revealed a slight difference in preferences: 70.6% of men and 68.4% of women prefer white wines, suggesting nearly equal interest between genders. Supermarkets were the most popular purchase channel across all age groups. Older consumers, in particular, show a preference for supermarkets and specialized wine shops, valuing the shopping experience and expert recommendations. Imported wines from France, Italy, and Spain were the most preferred, though there is growing interest in local wines from certain consumer groups. The practical value of the study lies in providing recommendations for local winemakers, marketers, retailers, online wine shops, and tourism businesses to improve their marketing strategies and better align with consumer preferences, ensuring sustainable growth and consumer loyalty.

Intelligent marketing information systems

Oleksandr SAMARDAK — 2025-03-12

Modern globalization and the rapid development of information technology in society require the adaptation of theoretical marketing principles to ensure the effective functioning of trade enterprises in new conditions. This particularly relates to intersectoral integration, the implementation of digital technologies, changes in consumer behavior, and the intensification of competition in the global market. To enhance the competitiveness of enterprises, the development of effective communication strategies is necessary, which is impossible without high-quality informational support. The hypothesis is posed that the implementation of a marketing information system integrating SMM and H2H models improves communication between trade enterprises and consumers. It is expected that this will contribute to improving qualitative indicators, such as consumer satisfaction and brand perception, as well as quantitative indicators such as sales levels and customer loyalty. Data collection and analysis will be carried out in the next stages of the research. The methodological basis of the research is composed of theoretical search methods, such as: analysis, comparison, data systematization, and the method of systems analysis. Based on the analysis of scientific sources and the rapid development of trade in social media, methodological principles for informational support of communication strategies for trade enterprises on social media platforms have been developed, and effective methods for optimizing the storage and analysis of large volumes of data and consumer segmentation, considering SMM and H2H models, have been explored, which will contribute to the increased effectiveness of communication strategies for enterprises. The proposed approach to selecting segmentation criteria for consumers allows for the development of effective marketing strategies for trade enterprises. Further research will focus on methods for segmenting consumers on social media platforms and developing a portfolio of communication strategies with consumers, as well as evaluating their effectiveness for trade enterprises.

Consumer behavior in the choice of laundry detergents

Marуna ZHALDAK — 2025-03-12

The article examines the state of the synthetic detergents market in Ukraine, including laundry detergents, during 2020–2024. The results of a study of the market saturation with domestic and foreign products are presented. The dynamics of export-import operations of the studied product are characterized. A sociological survey of consumers was conducted, which determined the main brands that are in the highest demand among the latter. A study of indicators of sociological and technological factors of samples (according to the results of a consumer survey) of washing powders was conducted. The research is based on the hypothesis that a comprehensive analysis of sociological and technological factors in the choice of detergents will help develop a strategy for shaping conscious consumer choices. General scientific methods – collection of information, its analytical processing and theoretical generalization; statistical methods – for quantitative assessment of the volumes of export-import operations of the studied product; graphical – for illustrating the dynamics of the studied indicators were used. It was established that among the variety of laundry detergents, consumers prefer relatively inexpensive goods. An assessment of the quality of the studied samples showed that they all meet the requirements of the current regulatory documents.

Product range for enteral nutrition: classification and trade positioning

Dmytro ANTIUSHKO — 2025-03-12

Nutrition is one of the main factors ensuring functioning of the organism. Its compliance with metabolic processes becomes increasingly important in emergencies. In order to minimize the negative impact of these phenomena in the body, the consumption (use) of food products for special medical purposes, in particular products for enteral nutrition, has become widespread in modern practice. Properly planned and implemented measures aimed at the formation of a rationally planned assortment, its segmentation, presentation and positioning on the market are rather important for ensuring market promotion and products sales. It should be based on an analysis of consumers needs, expectations and interests. This necessitates the development and implementation of a set of measures that will ensure the success of organizations in the production and sale of goods, in particular products for enteral nutrition. The scientific hypothesis that the study and consideration of methodological features of products for enteral nutrition systematization and positioning, attitudes, and expectations of their target consumers will improve the process of forming an assortment matrix and selling of product this type has been established. Based on the analysis of methodological aspects of products for enteral nutrition assortment’s systematization and positioning, their main manufacturers were identified. It was analysed that these products belong to the group of everyday goods, in particular the subgroup of emergency demand. The expediency of their trade grouping by purpose, the use of the concept and type of commodity display, which will be determined by the certain retail organization’s peculiarities planning were established. It was found that consumers are mostly favorable (44.8%) to the use the products for enteral nutrition. The main factor determining the need to purchase these products is ensuring the acceleration of the pace of treatment and rehabilitation in case of diseases and injuries (30.2%). The main factor influencing the choice of certain names of this product by consumers is the recommendations of professional medical workers (36.8%). Other factors of the choice of the studied products were analyzed: the estimated amount of funds for purchase, information about the composition, manufacturer, country of manufacture, presentation form, type of packaging, optimal amount of product in it, recommendations and wishes of target consumers. The low level of awareness of the population about this product, its properties, consumer benefits, which significantly affects demand, was also noted.