JEL Classification: J53,J8, M14,M59 DOI: http://doi.org/10.34025/2310-8185-2022-3.87.07 Andriy Kruhlyanko, Candidate of Economic Sciences, Associate Professor, https://orcid.org/0000-0002-4939-2901 Oksana Verstiak, Candidate of Economic Sciences, Associate Professor, https://orcid.org/0000-0002-4222-4964 Inna Kormakova, Candidate of Economic Sciences, Senior Lecturer, https://orcid.org/0000-0003-3237-9396 Chernivtsi Institute of Trade and Economics of SUTE, Chernivtsi THE MAIN PROBLEMS OF THE DEVELOPMENT OF CROSS- CULTURAL MANAGEMENT IN UKRAINE Summary Cross-cultural interaction is becoming an increasingly important problem in the modern world: business relations are expanding, multinational teams of managers are being formed, transnational companies are developing, international public associations are being organized, and intercultural relations are growing. The emergence of international management in the nineties is determined by the emergence of new management problems in large international companies with multinational staff. Organization of the corporate work of the personnel with different cultural attitudes requires studying the patterns of interaction in a multinational environment. Cross-cultural interactions began to concern the problems of group dynamics, taking into account national traditions and cultural differences. The integration of Ukraine into the European community requires knowledge and skills of cross-cultural communication, adaptation of own management model to modern European requirements, which determined the choice of this research topic.The theoretical and methodological basis of the research are the fundamental provisions of management and international economics; formal logics; general scientific theoretical methods of generalization, comparison, which involves a consistent and structural analysis of basic terms and concepts (when researching the essence and content, forming the concept of "cross-cultural management"); combination of systematic and logical-sequential analysis methods, synthesis for the study of cross-cultural management problems. The purpose of the article is to determine the problems of the development of cross- cultural management in Ukraine. The essence and nature of cross-cultural management is studied; the main problems of the development of cross-cultural management in Ukraine are highlighted and considered; the necessity of adapting the Ukrainian management model to modern European realities is substantiated; ways to improve cross-cultural communication during war are suggested. The proposed problems of the development of cross-cultural management in Ukraine can be used for the practical solution of tasks related to the processes of adapting the Ukrainian model of management to modern European realities.

Relevance. Problem statement. European integration implies the development of international tourism flows, which will ensure an increase in demand for hotel and restaurant services. This can contribute to the development of infrastructure, improving the level of service, and creating new job opportunities. Furthermore, in the process of European integration, the standards of the hotel and restaurant business in Ukraine require adaptation to the requirements of European norms and standards. This includes the implementation of appropriate standards for food safety and quality, hygiene, energy efficiency, and more. Additionally, European integration involves free movement of capital and openness to foreign investment, which can help attract investment in the hotel and restaurant business and increase its competitiveness. Therefore, it can be argued that the topic of the hotel and restaurant business is highly relevant in the process of European integration, as this sector is an important factor in the development of tourism and the economy as a whole. Introduction to the EU provides Ukrainian hotels and restaurants with the opportunity to attract new customers from EU countries. The increase in tourist flow can lead to a growing demand for hotel and restaurant services. European standards in the hospitality industry are higher than in some other countries. Ukrainian hotels and restaurants must meet these standards to be competitive on an international level. This requires improvements in service, food quality, safety, and infrastructure. With the increase of foreign investments in the hotel and restaurant industry in Ukraine, new competitors emerge. This stimulates Ukrainian businesses in this sector to constantly enhance their services and embrace innovative solutions. ECO N O MI CS AN D M ANA G EM EN T H OSP I TAL I TY ENTERPRISES Issue I (89), 2023 69 Research objective. The objective of the study is to determine the conceptual foundations of the hotel and restaurant business. Methodology. The tasks outlined in the article were accomplished using general scientific research methods, namely analysis, systematization, and generalization. The research is based on logical-dialectical methods of scientific cognition, methods of systemic analysis, as well as specific methods, including methods of analysis and synthesis. Results. The article explores the hotel and restaurant business in Ukraine, highlighting that it is developing at a slow pace despite aiming to align with European trends. The positive and negative consequences of the integration aspect of the hotel and restaurant business are addressed. The aspects that may be crucial for the hotel and restaurant business after EU accession are examined. Practical significance. Solutions to the issues of sluggish development in the hotel and restaurant business are proposed. It is substantiated that the development of the hotel and restaurant business in Ukraine is essential for Eurointegration and ensuring sustainable economic growth in the country. The article provides suggestions and ideas for the development of the hotel and restaurant business in Ukraine. Prospects for further research. Further research envisages the utilization of all reserves to enhance the quality of service and competitiveness of hotel and restaurant complexes in Ukraine by implementing positive foreign experience in the development of hospitality enterprises.

The topic of professional communication of entrepreneurs with their partners in the aspects of substantiating and promoting their business ideas, their detailed professional description, highlighting strengths, revealing uniqueness, innovative aspects, etc. remains beyond the scope of sufficient attention when planning a business both at the stages of its initiation and development . The use of international communication management standards is often episodic and does not have a systemic nature in the Ukrainian business environment. The practice of communicative management in Ukrainian enterprises is widespread mainly among those who work with international partners, and communication at the level of a separate direction of management is not so much an element of the internal culture of management but a requirement to communicate with international partners. At the same time, communication management is an important component of business success in any country, including Ukraine. Therefore, it is necessary to highlight a number of communication management tools that are widely used today in a Ukrainian business (PR strategies and media resources, social networks, email marketing, corporate journals). Similarly, a number of international communication management standards can be identified that directly or indirectly affect it: ISO 9001, ISO 14001, ISO 26000, ISO 31000, ISO 19600, as well as the Global Reporting Initiative (GRI) standard. Some other standards that can be useful for communication management and business planning are ISO 22301, ISO 22316 and ISO 9004. The introduction into practice of compliance with the requirements of the mentioned standards will significantly speed up the process of harmonization of requirements for communications and in the field of business planning, and as a result - to improve the quality of communication of business entities in Ukraine with international partners, which will definitely open new horizons for starting and developing business as in Ukraine and on international markets. After all, communication management is an important success factor in business planning, since effective communication is a key factor in successful interaction with clients, employees, and other stakeholders. The main goal of communication management in this aspect is to ensure correct understanding and information exchange between all interested parties.

The reform of local self-government in Ukraine was called decentralization. Community residents directly consuming medical, educational, administrative and other services received a real opportunity to influence these services. The processes of decentralization as a way of transferring powers to local self-government bodies in Ukraine have been studied for a long time and remain relevant today. The goal is to find and evaluate the success of local self-government reform in Ukraine at this stage of its implementation. Decentralization reform is called for by the need to bring the provision of most primary public services (security, medicine, education, infrastructure, etc.) closer to citizens as consumers of these services. Thus, the quality and efficiency of these services is formed. After all, in the conditions of the ongoing centralization of state power (in the period until 2014), these characteristics significantly worsened. Decentralization reform has become a tool to overcome these trends at the basic level. The strategy for the implementation of the decentralization reform was defined in 5 clear steps, which were completed with varying degrees of success in the period from 2014 to 2022. There is a clear understanding among practitioners that the reforms have given local officials more responsibility and resources, contributed to increasing the capacity, and especially the resilience and resistance of communities in the difficult circumstances of the martial law period, as well as the continuation of the provision of basic services to the people in communities that have been severely affected by the conflict. The effectiveness of the decentralization reform is confirmed by the fact that the vast majority of local self-government bodies continue to function, including being on the front lines and even under occupation. The application of the assessment of the overall success of local self-government reform makes it possible to evaluate the effectiveness of the reform in general, to see the directions of detailing the criteria for the success of the reform, and to create a basis for the development of a multi-criteria model for evaluating the effectiveness of the reform. Further research is aimed at finding and justifying a specific list of criteria for the success of local self- government reform, which could determine both internal efficiency (from the point of view of an individual community) and external efficiency (from the point of view of central authorities).

In the period of economic globalization changes, competitiveness becomes a mandatory criterion for the effective development of the market of hotel and restaurant services. In the process of competition, hotel and restaurant business (HRB) enterprises are looking for ways to satisfy consumer demand, taking into account the optimal use of resources. Determining the optimal algorithm for building management processes of a strategic and operational nature is currently one of the most urgent and complex business problems for the facilities of the hospitality business. The stabilization of the favorable competitive position of organizational units will depend on the timeliness and clarity of the solution to this issue. Therefore, having economic independence and being fully responsible for the results of their economic activity, hotel and restaurant structures should form management systems that would be able to act as a guarantor of high efficiency, competitiveness, as well as a stable position on the market of hospitality services. Competitiveness in modern market conditions must be considered both from the point of view of the consumer and the enterprise itself, therefore, management activity is an important stage of increasing the competitiveness of the firm. First of all, it manifests itself in the organizational structure that is built at this enterprise, the location of management personnel by levels and management links, the distribution of work and management methods. The quality of managerial decision-making is determined by the level of professional skill of the managers of the enterprise and its divisions. Therefore, today's personnel management procedure consists of a set of innovative elements created around the interaction of employees, activation of the creative potential of personnel, integration of their desire for results and set goals. As a matter of fact, the formation of creativity and innovative thinking of the personnel of modern hotels and restaurants will be the basis of their competence and a condition for survival in a competitive war. The high-quality provision of services by HRB enterprises directly depends on the quality of work of each employee of the organization, that is, the success of the organization directly depends on the cohesion of the collective or team. If the team has a general focus on the result, is subject to a single company policy, knows how to competently divide work and act harmoniously, then it is able to withstand the competition with dignity. The task of administrative management is the development and adoption of management decisions, the distribution of tasks among executors and control over their quality performance. The competitiveness of the enterprise will depend on how the problems of the quality of products and services will be solved by HRB enterprises using administrative management methods. The purpose of the article is to study the influence of administrative management on the competitiveness of the hotel and restaurant business. The theoretical and methodological foundations of the research are fundamental provisions of management, international economy and world economy; formal logistics; general scientific theoretical methods of grouping and generalization, comparison, expert evaluation, which involves a consistent and structural analysis of terms and concepts (when researching the content of administrative management, competitiveness); a combination of methods, systematic and logical-sequential analysis for evaluating the researched processes (when classifying factors that affect the competitiveness of HRB enterprises); analysis and synthesis. The methodological basis of the article is the application of the principle of the unity of theory and practice. The article describes the essence of the competitiveness of the enterprises of HRB. The main factors affecting the competitiveness of the enterprises of the Republic of Belarus are given. The importance of administrative management for the enterprises of HRB is substantiated. The impact of administrative management on the competitiveness of HRB enterprises has been revealed. The practical significance of the results obtained is determined by their relevance, the validity of the proposed provisions and recommendations. The conducted research creates a theoretical and methodological basis for the implementation at the level of hotel and restaurant business enterprises of a complex system approach to the development of measures aimed at the effective performance of management functions to improve the quality of services of HRB enterprises, an internal economic mechanism that provides for the regulation of the main subsystems of HRB enterprises, which contributes increasing the competitive capabilities of firms in the development of ways to improve the quality of services of HRB enterprises. The need for further research into the impact of various management methods on the competitiveness of hotel and restaurant business enterprises is due to the intensifying competition in the hospitality industry. The stable development of HRB enterprises will depend on how the problems of competitiveness, quality of products and services will be solved.