The article describes the concept of enterprise anti-crisis management, an important component of which is the formation and development of competitive advantages. Due to various factors, enterprise competitive advantages can be internal, which are, being subject to change, completely controlled by management of enterprises, and externalthe ones that enterprises cannot quickly deal with. The study analyses the current state of activity of the information and telecommunications enterprises in Ukraine, which results in the determined reasons for a slowdown in development of small and medium-sized telecommunication enterprises (SMEs). The list of services of telecommunication enterprises, amongst which mobile communication services are of the highest demand, is provided. The problems of Ukraine's mobile communication market development are determined. It is emphasized that enterprises should constantly implement anticrisis management, which implies the development of telecommunication enterprise competitive advantages. Using the multi-factor correlation-regression analysis, a model of the dependence of net profit on the main types of costs is constructed. Applying the model will enable telecommunication enterprises to predict change in the net profit depending on changes in labour costs and costs of social events, material costs, depreciation and other operating costs, which will contribute to the development of their competitive advantages. The study offers the anti-crisis management mechanism providing timely determination of availability, as well as expediency of development of a competitive advantage, for a telecommunication enterprise.

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In the article discusses the essence of the concept of “anti-crisis management”, describes the terms “competency” and “competence”. The main groups of key competencies that a specialist should possess are considered. The results of studies are presented, which indicate that for many citizens of both Ukraine and Poland, advanced digital technology is now an important element of functioning both in professional and in private life. The concept of “digital competency” is characterized and it is established that the new edition of the key competencies for lifelong learning - recommendation 2018/0008 (NLE) of the European Parliament and the Council (EU), like the previous one, contains digital competence. It is noted that the dissemination of new technologies among society and the full use of their capabilities is impossible without the constant build-up of digital competence, and the formation and development of digital competence among potential and working personnel provides for their approximation and adaptation to world practice. The main provisions of the Concept for the development of the digital economy and society of Ukraine for 2018-2020 are given.

Abstract. The article studies the state and trends of agricultural development in Ukraine. Agriculture today is one of the leading sectors of the Ukrainian economy, as well as that agricultural products are the main ones regarding its foreign trade. At the same time, there are a number of problems that hinder the effective development of agriculture, ranging from outdated material and technical base at enterprises to a significant share of imported agricultural products, that are present on the market, and the prices of which are lower than of the Ukrainian products. The findings of the article prove that in 2019, compared to other years, the share of unprofitable agricultural enterprises increased. In addition, there was a decrease in the level of profitability for all types of agricultural products. It is noted that practical implementation of effective management tools allows enterprises to reduce the size of possible losses and the likelihood of emerging crisis situations, to improve the adaptability of enterprises and to strengthen their competitive positions in the market.  The study identifies that the activity of agricultural enterprises is complicated by competition, which requires the production of products that are in demand. In order to prevent crisis, enterprises should use marketing management that involves managing all general and individual functions of the enterprise, as well as all its units on the basis of marketing. In addition, marketing management involves the orientation of the entire management system of the enterprise to pleasure the needs of consumers. It is established that commercial efficiency and social impact will be achieved as a result of effective use of marketing management in the activities of agricultural enterprises. The list of procedures, with the help of which marketing management at the enterprise can be formed, is investigated. The guidelines for marketing management at agricultural enterprise have been developed, which together will help meet the needs of consumers, gain new competitive advantages, and, as a consequence, increase the profitability and competitiveness of the enterprise.   Keywords: marketing management, agricultural enterprises, crisis, profitability, competitiveness. Formula: 0; fig.: 3; tab.: 0; bibl.: 27.

THE ROLE OF CORPORATE CULTURE IN MOTIVATION OF ENTERPRISE STAFF У статті розглянуто поняття «корпоративна культура». Встановлено, що корпоративна культура є складовою мотивації персоналу підприємства. Розглянуто перелік заходів за допомогою яких будь-якому підприємству варто «оздоровлювати» свою корпоративну культуру. Встановлено, що підвищити інформованість та обізнаність колективу можна за допомогою розроблення «внутрішнього» корпоративного сайту підприємства, на якому співробітники різних підрозділів можуть взаємодіяти між собою, керувати внутрішніми базами даних, проводити розрахунки та інші операції. Розглянуто характеристику та відмінні риси когнітивної та емоційної культур. Наголошено на необхідності керівництва приділяти значну увагу емоційній культурі. Запропоновано підприємствам розглянути можливість впровадження електронної програми-додатку щодо оцінки емоцій співробітників по закінченню робочого дня. Розроблено механізм формування корпоративної