The development of Ukrainian trade organizations in ordinary conditions is characterized by a high degree of inertia. Therefore, when situations that need to change arise, business strategies of market participants also change dramatically. Most often, such transformations are connected with external factors, such as the overall economic crisis, a sharp change in the state “rules of the game” in a particular sector of economic relations, as well as another external factor bond to the occurrence of new serious competitors. The development of organizational and economic mechanism to ensure the innovative development of retail trade, requires comprehensive consideration of internal and external factors of the studied system, the formation of strategies and programs to increase the innovation potential of its participants, their active interaction, increasing the use of innovative technologies, generating ideas and transformations. The article considers the issues related to the impact of business globalization processes on the transformation of business models of trade organizations and their operation strategy, as the degree of trade development indicates the standard of living and the state of the economy and society. The authors of the article suggest that retail organizations adapt to the changes in the macro and micro environment, using innovative components in economic and financial activities, which will ensure their competitiveness and prevent crises. The proposed model of an innovative trade organization allows to identify the goals components of innovation activities, which combine the strategic guidelines of the state regulation and help to improve the economic condition of trade organizations

У статті розглянуто тенденції розвитку контенту як складової просування бізнесу. Обґрунтовано причини популярності контент-маркетингу, наведено його основні характеристики. Визначено контент-маркетинг як окреме поняття в процесі просування бренду. Проаналізовано використання організаціями різних типів контент-маркетингу сьогодні, найбільш популярні соціальні мережі серед користувачів в Україні для сприятливого розміщення контенту та ведення бізнеспрофілів. Визначено основні критерії успішності контент-стратегії. Опрацьовано результати ефективності контент-маркетингу на підприємствах, проаналізовано оцінки маркетологами успіху контент-маркетингу їх організацій. Обґрунтовано залежність ефективності контент-маркетингу від витрат у часі та фінансових інвестицій. Надано кінцеві висновки та прогнози розвитку контентмаркетингу. Ключові слова: контент-маркетинг, просування, контент-стратегія, соціальні мережі, SEO.

Abstract. The relevance of the study is determined by the objective need to model the processes and results of business entities in conditions of the internal and external environment uncertainty in order to identify and reduce risks. The aim of the research is to make systematization of the risk sources and its main types inherent in Economics, Marketing, Finance and Accounting, as well as to develop recommendations for the use of Risk Management Models. The source of information was the International Organization for Standardization Guidelines, International Financial Reporting Standards, Directives of the European Parliament and the Council, scientific articles. Research methods are: system approach, formalization, theory of risk and modeling, analysis and synthesis. The main scientific result is to generalize the principles, structure, processes, sources of risks, approaches to its modelling, monitoring, quantification, reflection in accounting and reporting. The content and purpose of Risk Management Models, requirements to the information base and methods of their construction, approaches to description, practical application and validation were formalized. Such Risk Management Models as: reflexive, simulation, scenario, Value-at-Risk (VAR), Expected Shortfall (ES), SWOT-analysis, gap-management were considered in details. Authors’ contribution is mainly focused on the improvement of the modelling process based on the recommendation to apply an additional stage-model risk assessment, which will improve the quality of Risk Management Models and their further application. The practical significance of the obtained results is to increase the efficiency of economic, marketing, financial decision-making on the basis of Risk Management Models in conditions of uncertainty. Keywords: risk, management, model, economics, marketing, finance, accounting. JEL Classifications C50, D81, G32, M00, O21 Formulas: 0; fig.: 1; tabl.: 0; bibl.: 15.

The article draws attention to the global nature of the pandemic, accelerating digitalization at an unprecedented rate, with online platforms playing an indispensable role in helping citizens transition to the new life realities in the pandemic and enabling them to lead their normal daily lives despite periodic blockages. In the next decade, a technological solutions wave will affect and transform almost every area of our lives. Technology can both solve existing problems and exacerbate them, as well as create new ones. It is important to shape a fair and responsible future in which we want to live and exist, because technology can scale both solutions and problems. Marketing is an intermediate link in the information path between the enterprise and the consumer. If marketing with the help of appropriate methods and tools correctly interprets the features that characterize market processes, the market will receive consumer-oriented products. The article gives the author's definition of this term, as well as the trends in the such systems development and their ability to adapt to ever-changing conditions. It is determined that for the normal system existence it is necessary to implement an adaptive marketing information system that will resolve issues between the main system components: consumers, business structures and the state. We can assume that the modern consumption ecosystem is an information and communication environment consisting of information and technical (artificially created by man - the world of technology, etc.) and information and psychological (the world of wildlife, which includes man himself) systems. In this case, as a supply system or service system can be considered just a marketing information system that helps the whole system to achieve a social goal, and in the case of modern ecosystems to ensure the normal functioning of all elements of the system. It is concluded that it is necessary to implement an adaptive marketing information system for the normal system existence that will resolve issues between the main system components: consumers, business structures and the state. It is proved that such an information system will become the main core of a digital organization, and will be able to cover the providing solutions technology for staff, as well as managing the partner digital ecosystem and new models of administrative processes that it implements. The main functions of such a system include: the use of ready-made solutions that simplify the applications development and deployment; platform economy challenges and risks and the reaction of regulators.

The article considers the phenomenon of the video game industry growth as the latest trend in the development of the e-commerce market for digital products in the post-pandemic period. The latest technologies and the active promotion of the Internet usage have contributed to the emergence of a new type of games – video games. Video games are gradually replacing regular games and have a direct impact on how Internet users fill their free time, as they offer an expanded range of products and services, both gaming and non-gaming. Features of incomes volumes change in various directions of the entertainment industry for understanding of a share of video games in the general volume of its growth are outlined. The increase in interest in video games has been found to be due to a structural shift in the entertainment industry caused by the COVID-19 pandemic and the forced self-isolation of most people around the world. The global costs of video games by types of devices were analyzed, which allowed to form an understanding of the increased interest of users in games presented in a format available for use on smartphones. In 2019, consumers spent $149 billion (excluding equipment) on video games, compared to $35 billion in 2004. The distinctive features of the demographics of gamers in the United States are listed, which can be taken as a basis for marketing research of e-commerce of computer games in other countries. The peculiarities of the marketing campaign of the company "CD Project RED" – a well-known giant on the market of development and implementation of computer games are researched. The key problem of "CD Project RED" management has been extremely high ambitions and the scale of statements that cannot be fulfilled on practice. As a result of marketing activities, gamers' expectations were so high that it was impossible to create a game that would satisfy the excitement that the company's marketers have been creating for eight years. Understanding the mistakes in marketing activities has already allowed the management of "CD Project RED" to smooth out the financial consequences of the previous failure. Unlike most sectors of the economy that suffered from the effects of forced downtime during the COVID-19 pandemic, the gaming sector "went against the flow" and found opportunities where other sectors suffered losses.