The purpose of the study is to assess the relationship between Ukraine's foreign trade and its major macroeconomic indicators in the context of deepening globalization processes and increasing dependence of national economic development on exogenous determinants. In order to achieve this goal, the most important factors of influence of macro level on the scale of foreign trade turnover have been selected, the interval of observations has covered 1999-2018. Authors used the method of economic and mathematical modeling based on the E-Views software. A multifactor regression model has been constructed, tested for autocorrelation and heteroskedasticity; causal effects have been identified between foreign trade and the main macroeconomic indicators of combinatorial nature (both exogenous and endogenous), Ukraine’s foreign trade volumes has been forecasted up to 2023. Methodology. The study is based on the analyzed macroeconomic indicators for the period of 1999-2018, which made it possible to select those that showed up greatest impact on foreign trade. The results of the conducted modeling showed: high level achievement of foreign trade dynamics of Ukraine over the mentioned years, which exceeded similar indicators of dynamics of global trade; strong link between foreign trade, foreign direct investment and employment; revealing of a significant influence upon foreign trade of innovative activity of national business in industry as a dominant segment of the foreign sector of the country. As conclusions, the authors formulated a thesis on the need to strengthen institutional support for innovation and investment activities of national enterprises as a driver for scale-up and improvement of quality of Ukraine's trade relations with the entire world. It is determined that the multiplicative interaction of innovation and investment would diversify and complicate the commodity structure of exports, increase the level of its technological and innovative nature, and thus it is to allow to get rid of the established attitude to Ukraine on the trading map of the world as a supplier of low-tech raw materials. Practical implications. The main theoretical propositions, the authors’ conclusions presented in the article, are supposed to form a methodological basis for expert evaluation in substantiating the priorities of the state policy modernization regarding conditions and factors promoting the export-oriented sectors of the national economy. Value/originality. Prospects for further research in this sphere may be to assumed onto making an assess on risks (threats) and macroeconomic effects of foreign trade deterioration in the context of declining economic activity regarding importing countries of their domestic products, especially in the EU and the PRC, further weakening of external channels of investment and reducing the ability of businesses to innovate in deepening recessionary processes on the global and national levels.

In the context of neo-protectionism and in terms of WTO membership, regulatory mechanisms for promoting the national producer and country’s external expansion require an institutional basis. This paper primarily aims to explore the resource and institutional component in promoting Ukraine’s exports to Chinese market and to identify the level of Ukraine’s export promotion system effectiveness based on combinatorial approach, which includes the calculation of quantitative indicators of foreign trade in the form of international production and marketing cooperation and estimation of qualitative parameters of export promotion effectiveness. The empirical findings indicate following: high dynamism of increasing mutual trade volume; enlargement of trade flows asymmetry caused by the negative trade balance of Ukrainian economy; limited list of commodity groups of Ukrainian exports in mutual trade with China with stable relative advantages; dominance of low-value-added commodities among export priority groups; absence of beneficial effect of such a factor as “long-term partnerships” in the mutual trade flow. The paper reveals that national export promotion system in Ukraine can be characterized by low efficiency and strong potential for growth. The authors emphasize the importance of intensifying the projects and mechanisms of financial and investment support for exporters with increasing the level of their innovative orientation. Prospects for further research in this area are as follows: the assessment of macroeconomic effects from the introduction of export promotion tools for the national economy of countries of origin of goods and importing countries; detection of anticompetitive risks in the implementation of selective support programs for exporters.

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This article reveals the principles of research of investment-innovation development of the country in terms of digitization of the economy, which will lead to economic growth and increase the country’s competitiveness on the world market. The article reveals the global trend of digitization, analyzes approaches to digitization, identifies the place of information and communication and digital technologies at the current stage of economic development, and focuses on the need of digital transformation of Ukraine. The authors focus on the multifaceted processes of digitization and digital transformation of the world’s economies. Current trends of digital transformation of the world’s economies and various processes have necessitated this study. In particular, the authors pay more attention to the digitization of investment-innovation development of Ukrainian economy on the basis of empirical analysis. The role and importance of foreign direct investments and the need of financing innovations in the digital transformation of Ukraine’s economy to accelerate economic growth and increase global competitiveness are proved. Based on the analysis of works of domestic and foreign scientists, author’s research and generalization of world economic development trends and Ukraine’s for the last twenty years, the leading place of foreign direct investments and innovations in transformation processes that promote rapid economic growth have been proved. The econometric model constructed by the authors showed the relationship between macroeconomic factors (GDP, foreign trade, inflation and employment) and their influence on investment-innovation development in terms of digitization of economy.

The purpose of the article is to analyse the approaches to the development and implementation of marketing strategies of the European retail chains (ERC) in the grocery market in Ukraine and to systematise them under the relevant classification criteria. The practice of implementing marketing strategies of ERC in Ukraine is exposed. It is defined that marketing strategies of ERC are influenced by factors of strategic and tactical character according to the objectives and the resource base of the retail chain through a variable combination of the «global centre» and polycentrism approaches. The logic synthesis and systematic approach methods are used to identify the role of marketing strategies in enhancing the competitive advantage of ERC in Ukraine. The statistical and matrix methods are used to evaluate the ERC status by BCG experts' approaches. The method for systematic synthesis is used to reveal the economic and social effects of the implementation of marketing strategies of ERC on the trade development in general and the supply chain participants, including small and medium businesses. The perspective direction for further research is to identify a conflict of interests at the level of society, national small business and powerful trade chains, which arises as a result of the implementation of strategic programs of ERC in marketing, serving as a catalyst for innovation development of production companies and trade sector in general, but at the same time causing pressure on local suppliers, creating conflicts within links of «resident producer -non-resident retailer». Keywords: Retail Chain; Marketing Strategy; Global Strategy; Innovation in Trade; Polycentrism JEL Classification: F19; F20; М31; L81 DOI: http://dx.doi.org/10.21003/ea.V158-10 Кудирко Л. П. кандидат економічних наук, професор, кафедра міжнародної економіки, Київський національний торговельно-економічний університет, Київ, Україна Севрук І. М. кандидат економічних наук, асистент, кафедра міжнародної економіки, Київський національний торговельно-економічний університет, Київ, Україна Маркетингові стратегії європейських роздрібних торговельних мереж в Україні Анотація Розкрито практику впровадження маркетингових стратегій європейських роздрібних торговельних мереж (ЄРТМ) на ринку України. Визначено зумовленість маркетингових стратегій ЄРТМ впливом факторів стратегічного та тактичного характеру з огляду на цілі та ресурсну базу мереж шляхом варіативного поєднання підходів «глобального центру» та поліцентризму. На основі аналізу результатів реалізації маркетингових стратегій ЄРТМ визначено, що окрім позитивних впливів на розвиток галузі торгівлі в цілому, спостерігається негативний опосередкований ефект щодо учасників системи постачань сфери торгівлі, зокрема представників малого та середнього бізнесу. Перспективним напрямком подальших досліджень визначено ідентифікацію конфлікту інтересів у межах ланки «виробник-резидент -роздрібна мережа-нерезидент» унаслідок впровадження стратегічних програм ЄРТМ у сфері маркетингу. Ключові слова: торго...