The paper contains a proposed methodology for determining the digital readiness of retail, which, unlike the known ones, allows managing the internal capabilities of digital transformation of enterprises in the FMCG retail segment. This technique has a number of advantages: data availability; ease of calculation; sufficiency and non-overloading of the attributes of the resulting feature; the possibility of using both in the process of primary self-diagnosis and at the control stage to determine the effectiveness of changes in the implementation of digital projects in retail. The proposed methodology involves the calculation of the integral index of digital readiness of retail enterprises, which is an indicator. It is based on morphological analysis and a formalized system of scoring share indices according to the selected components of internal capabilities for the digital transformation of an enterprise. The internal possibilities of digital transformation of retail are investigated in the context of management and support subsystems. The managerial subsystem of the digital readiness of the organization is formed by two groups of digitalization factors: the aspiration of the management staff and the presence of a digital strategy of the enterprise. The following factors are referred to the supporting subsystem: digital potential and digital culture of the enterprise. The parameters and attributes that characterize the internal capabilities of an enterprise in digital transformation in the context of the selected factors and subsystems are determined. A scale for interpreting the assessment of the level of internal digital capabilities for adapting an enterprise to the conditions of business digitalization is substantiated. The proposed methodology was tested on a representative quota sample of network FMCG segment objects, which included the largest retail operators in the region under study in terms of retail turnover. The results obtained made it possible to identify gaps in the management and support subsystems of the digital transformation of retail and offer a solution for managing the internal digital capabilities of the enterprises under study. It has been established that the main reason for the inhibition of digitalization processes is the weak will of managers and the lack of formation of digital thinking, lack of experience in developing and implementing a digital development strategy, limited financial resources, a weak level of digital skills of employees, as well as a lack of methods for assessing and managing digital transformation processes. The results obtained form the basis for discussions on industry-specific factors of business readiness for digital transformation. As well as the prerequisite for determining the directions of digital activity of network retailers, developing scenarios for digital business transformation.

The article is aimed at studying the peculiarities of the manifestation of the digital economy during the COVID-19 pandemic and martial law, identifying the impact of digitalization on the prospects for the development of Ukrainian business. The digital economy, the functioning of which is based on the creation, distribution and use of digital technologies and related products and services, is constantly evolving in accordance with new challenges of economic development, which is reflected in the expansion of its architecture. In recent years, the transformation of economic activity models caused by the use of end-to-end digital technologies (artificial intelligence, robotics, the Internet of Things, wireless technologies, etc.) has been actualized, which has turned digitalization into the most important factor of economic growth. Digital technologies were used in various spheres of economic activity even before the COVID-19 pandemic, but the latter significantly intensified the digital transformation of business processes. The use of online applications, the provision of online services, the creation of hybrid business models that combine the features of offline and online services, has allowed many economic actors to switch to a remote work format, reducing losses from social distancing and other preventive measures, and some companies have even managed to increase the efficiency of their activities. Improving the efficiency of management and production activities based on digital solutions has turned digitalization from an anti-crisis tool into a source of profitability for companies in the long term. A certain similarity of the challenges caused by the coronavirus crisis and the disruption of the domestic economy as a result of Russian aggression has led to the need to intensify the use of digital technologies by business and the State. A number of measures implemented during martial law by the Ministry of Digital Transformation of Ukraine together with other executive bodies create digital preconditions for increasing the resilience of the Ukrainian economy now and in the period of its post-war development.

The purpose of the article is to study modern migration challenges for Ukraine and the problems of re-immigration of Ukrainians in the post-war period. The processes of globalization and integration of the world economy have their share in the growth of the dynamism of the international labor movement. International labor migration helps to overcome cultural, ethnic and traditional borders, but simultaneously creates risks regarding the development of the economies of recipient countries. In the history of migration processes in Ukraine in the twentieth century and up to the present one may allocate six stages of external labor migration. The current period includes two waves of forced migration: as a result of obtaining a visa-free regime with the EU and the russian invasion of Ukraine (2014 and 2022), as well as a wave of decline in the number of migrant workers due to pandemic restrictions during 2020–2021. The problem of labor migration existed in Ukraine even before the start of a full-scale russian intervention, because of the unregulated and imperfect legislation, low wages, and the lack of a policy of re-immigration of Ukrainian workers. The growth of external labor migration of Ukrainians can lead to an outflow of labor force, which is especially risky in the context of a demographic crisis. A higher level of wages in European countries creates a risk of Ukrainians losing their desire to work in Ukraine. This is true of both the recipients of remittances on our territory and those who have decided to change their country of residence forever, which may become an obstacle to the post-war recovery of the national economy. Therefore, already now, even in the conditions of wartime, the government should begin to implement measures for the re-immigration of Ukrainian labor. The implementation of the experience of other countries in similar situations in full is impractical due to the outdated approaches, other location, behavior of the authorities, reputation of forced migrants, etc. Thus, Ukraine should develop its own re-immigration policy with the involvement of European countries, international organizations and its own migrants.

The article is aimed at disclosing the peculiarities of models of institutionalization of «behavioral» regulation at the macro-economic level in the countries of the world. Behavioral nudge nowadays is seen as a potentially promising approach to improving government regulation both in academic discussion and in practice. Increasing the efficiency of the practice of using behavioral motives of economic entities in the process of development of the State economic policy is being fulfilled due to the application and implementation of techniques of influence of the nudge theory, which determines the choice of a more rational solution that corresponds to the interests of both individual and society. Activation of the application of nudge technologies and their increasingly frequent combination with traditional measures to stimulate citizens and businesses have caused in many world countries the institutionalization of behavioral regulation in either centralized or decentralized models. The institutionalization of behavioral regulation in a centralized model is represented by specific government bodies or subdivisions specializing in the development of solutions using the theory of behavioral economy. The institutions of a decentralized model are independent commercial organizations that are not part of the structure of government bodies. The process of formation and functioning of behavioral regulation institutions in different world countries has its own specifics, and the bodies themselves are constantly being modified. However, all the variants for institutionalizing the behavioral regulation at macro-level are subject to the risk of application of the «dark nudging», which requires the creation of special institutions to mitigate or eliminate its negative consequences. The most important principle in the development of a behavioral instrumentarium is compliance with universal and personal interests at the same time.

Ушакова Н. Г., Помінова І. І. Поведінкова економіка в парадигмальній структурі сучасної економічної теорії Метою статті є визначення місця поведінкової економіки в парадигмальній структурі сучасної економічної теорії та її ролі в розвитку сучасного економічного знання. Слабка увага класичної економічної теорії до поведінкового аспекту прийняття рішень економічними суб'єктами в умовах зростання нестабільності та невизначеності господарського розвитку спричинила актуалізацію та популяризацію досліджень у сфері поведінкової економіки. Підкреслено, що дослідницький конструкт саме поведінкової економічної теорії дозволяє осмислити ірраціональні феномени економічної поведінки. На основі виявлення спільних і відмітних характеристик неокласичної та поведінкової теорій, а також враховуючи експертні оцінки, доведено, що поведінкова економіка розширює теоретико-методологічну базу сучасної економічної науки за рахунок впровадження досліджень когнітивно-психологічних модусів суб'єкта, який приймає господарські рішення. Визначено, що сучасна економічна теорія має поліпарадигмальний характер, що спричинено домінуванням розгалуженості та гетерогенності наукових інтерпретацій одних і тих самих економічних явищ і проблем. Унаслідок цього присутні складні форми співіснування та взаємодії наукових парадигм і уможливлюються варіації міжпарадигмального синтезу, наприклад активний розвиток теорій поведінкової економіки: когнітивна економіка, нейроекономіка та ін. Розвиток поведінкової економіки відбувається у взаємодії з іншими сучасними економічними теоріями (сучасною неокласикою, експериментальною економікою, неоінституціональною теорією, еволюційною теорією та ін.), однак її прикладний потенціал є значно більшим, що виводить поведінкову економіку від наукової «периферії» до «центру» парадигмальної структури сучасної економічної теорії.