The goal of the article is to identify peculiarities and main problems of small business development in Ukraine, including taking into account changes in the market environment as a result of the deployment of the fourth industrial revolution. To achieve this goal the following tasks are set: to analyze the specific operation of small businesses along with big and medium; identify trends of small businesses compared with big and medium in Ukraine and small businesses in other countries; to determine the factors influencing the formation of these trends; to assess the level of innovation potential of small enterprises of Ukraine in terms of types of economic activity; identify potential internal strengths and weaknesses, opportunities and threats of small business development in Ukraine. It has been established that in the countries of the European Union (EU), the USA and Japan, small and medium-sized enterprises account for about 50% of the total number of employed. Their share in GDP is more than 50 %. For comparison, the added value of small and medium-sized businesses in Ukraine amounted to 60,1% in 2016. At the same time, there is a certain difference between Ukraine and the EU countries in the allocation of value added by size of enterprises. So, in the EU micro-enterprises produce more than 20% of value added, and small and medium-sized enterprisesabout 18 %. In Ukraine, the bulk of value added (43,4 %) is formed by medium-sized enterprises. The small enterprises is formed 16,7% of value added, and micro enterprises-only 5,4%, which indicates the low efficiency of micro enterprises in Ukraine. Among the factors that now have a negative impact on the development of small businesses in Ukraine, the following are highlighted: very low demand for products (59 % of 1800 respondents), unstable political situation (44 %); high taxes (35 %); complex tax administration (27 %); inflation and frequent changes in legislation (26 %), high regulatory pressure and corruption (23 %); war in the east of the country (20 %); low availability of loans (19 %). Among other factors, insufficient financial capacity remains a significant obstacle to the expansion and improvement of the activities of small enterprises. Problems with lack of financing for business development are relevant for 44 % of small and medium-sized enterprises. The difficulties of bringing small businesses in foreign markets are another widespread problem. 33 % of medium-sized and 36 % of small enterprises suffer from the lack of working capital. In Ukraine small entrepreneurs also complain about limited opportunities for obtaining loans. The main factor that makes enterprises abandon bank lending are high rates. The most important measures of the state policy to promote the development of small business in conditions of the fourth industrial revolution should be such as: reducing the number of documents required for business, simplifying tax administration and transforming the State fiscal service into a service for taxpayers, creating a single information r...

Different approaches to determining the employer brand were analyzed. The main components of the employer brand were identified. It is customary to divide the components of the employer brand into tangible and intangible ones. Material ones include wages, official employment, the material system of motivation. Intangible components are additional benefits, office, rating, and reputation of a company, type of activity of a company, the possibility of training and development. A tendency of the lack of information to form the employer brand for Generation Z was detected. Generation Z is the people born in 1997–2012. The list of value propositions of employers in the labor market for Generation Z was analyzed. The results of our own research – a survey among students (1341 respondents) having or not having experience – were analyzed. To analyze the results of the survey, mathematical expectation, root mean square deviation, and coefficient of variation of expert evaluation results were used. The rating of the components of the employer brand and their integrated scores in terms of attractiveness for Generation Z were established. The aspects to which employers need primarily to pay attention to for forming a value proposition in the labor market when selecting personnel were established This study is important because the main components of the employer brand and their priority for Generation Z were not investigated in the scientific field.  As a result of the study, companies were rated by their attractiveness as a place of work or internship in retail and FMCG (fast-moving consumer goods) spheres. These data can be used by HR-brand agencies, HR departments of international and national companies. Using the results of the survey of the formation of the employer brand for Generation Z will allow enterprises to take into account the expectations of their target audience.

To substantiate the range of products of the enterprise there is a need to assess the potential of products in terms of the company’s ability to manufacture these products, consumer opportunities to meet their needs for these products, and market opportunities to ensure a strategic position among similar products. The study used structural-logical and causal methods of analysis to determine the structure of the novelty of goods. The numerical method of multi-criteria decision making TOPSIS (Technique for Order Preference by Similarity to Ideal Solution) was used to rank the product range of new products according to the level of importance of novelty. Weights of individual components to assess the importance level of novelty in the enterprise were determined by the method of analysis of hierarchies of T.L. Saati. The study used the classification of novelty by its functional focus, according to which consumer, market, and manufacturing novelty of goods are distinguished. The importance of novelty for the manufacturer is the conformity of the product to its innovative development strategy, determination of its place in the market, and prospects for further activities. The importance of the novelty of a new product for the company is proposed to be defined as a measure of the importance of the novelty level of the product for the development of the optimal product range in the product innovative policy of the enterprise. To assess the level of significance of the novelty of goods, criteria of novelty by its types were proposed. According to the results of the study it was found that industrial novelty characterizes the level of use of new technologies in the enterprise, market – the position of a new product on the market among analogues, and consumer – the level and way to meet consumer needs. Further research should relate to the development of appropriate guidelines for the formation of product range and its management based on the assessment of the level of significance of novelty

FINANCIAL SAFETY OF A COUNTRY AND AN ENTERPRISE: DEFINITIONS, INTERRELATION AND RISKS OF PROVIDING У статті систематизовано наявні наукові підходи до визначення понять «фінансова безпека країни» та «фінанова безпека підприємства» та надано авторське бачення розкриття їх суті. Проаналізовано динаміку інтерального показника економічної безпеки, до складу якого входить субіндекс фінансової безпеки, та індексу фінансового стресу в Україні, на основі яких можна оцінювати безпеку фінансової системи країни. Проведено експлікацію взаємозв'язку між фінансовою безпекою країни та підприємств. Ідентифіковано ризики забезпечення фінансової безпеки підприємства та країни. Обгрунтовано висновки щодо особливостей забезпечення на практиці фінансової безпеки різних країн та підприємств. Визначено, що для реалізації стратегії розвитку України нині дуже важливо налагодити сучасні дієві форми взаємодії різних владних структур й інституцій у питаннях організації перманентного фінансового моніторингу та створення і підтримки умов для забезпечення фінансової безпеки країни, у т.ч. українських підприємств, без належного рівня фінансової безпеки яких просто неможливо сподіватися на загальнонаціональне економічне зростання. Problem Statement. The process of solving tasks at the country level and at the enterprise level always requires certain financial resources, access to which may be limited. This as well as the unsatisfactory state of the country's financial system and other factors significantly affect financial safety and determine the relevance of our research. Analysis of recent research and publications has shown that despite the existence of some scientific achievements in the study of financial safety of countries and enterprises, aspects related to changes in such safety due to new market challenges, as well as explications of the interrelation between financial safety at contry and enterprise levels, have not yet been considered. The purpose of our study is to explain the interrelation between the financial safety of a country and an enterprise. Materials and methods. Our information base was the data from the National Bank of Ukraine, the Ministry for Development of Economy, Trade and Agriculture of Ukraine, the results of own and other scientific studies, etc. Throughout this research, we used methods of comparison, systematization, induction and deduction, abstract-logical, critical analysis, graphical modeling. Research results. It has been found that today scholars and practitioners use different approaches to defining the essence of financial safety. At the country level, they were systematized into: combined; target and functional approaches; and at the enterprise level, they were systematized into the approaches from the positions of: the enterprise' financial condition; financial constraints; dynamic capabilities of the enterprise. It is proposed to consider the financial safety of an enterprise as the ability to create and maintain at this enterprise such financial conditions in which the impact on it external and int...

No abstract