The research aimed to identify promising areas and outline problems associated with the transition of Ukrainian industrial enterprises towards advanced innovative development based on information and knowledge and to formulate recommendations for improving the knowledge management and commercialisation at these enterprises. The study used several methods for analysis, including a literature review; system, structural and statistical analyses; SWOT analysis; the inference method; and interpretation. The research efforts resulted in systemised major sources of knowledge in an enterprise and types of their utilisation. The performed analysis found the key ways to obtain and commercialise knowledge used by Ukrainian industrial enterprises. The results were compared with data of the EU countries. The analysis produced strengths and weaknesses of the existing knowledge management system used in Ukrainian enterprises. Strengths: growth in the number of enterprises producing new knowledge and implementing marketing and organisational innovations; intensified patent activity; and a rational structure of innovation-active enterprises by their size. Weaknesses: the new knowledge structure does not meet the needs of enterprises; an insignificant and unstable share of innovation-active enterprises in the total number of firms; and insignificant sales volumes of patents. The research revealed that Ukrainian enterprises had the potential ability to produce and commercialise new knowledge effectively and to use it as the basis to form, strengthen and implement relative competitive advantages, which would contribute to the innovative growth of the Ukrainian economy as a whole. Recommendations were designed for the formation of prerequisites necessary to improve the efficiency of knowledge management in the context of conditions required for the innovative development of domestic enterprises. The obtained results can be used as an information base for evaluating the system of knowledge production and commercialisation at Ukrainian enterprises to enhance the management and identify promising areas for innovative development.

ЕКОНОМІКА ТА УПРАВЛІННЯ ПІДПРИЄМСТВАМИ 1 Робота виконана за рахунок бюджетних коштів МОН України, наданих на виконання науково-дослідних тем «Механізм управління знаннями в системі інноваційного розвитку господарюючих суб'єктів», № ДР 0117U002255; «Механізм управління формуванням стратегій випереджаючого інноваційного розвитку промислових підприємств», № ДР 0117U003928; «Розроблення механізму комерціалізації інноваційної продукції» № ДР 0118U003572.

The aim of the article is development of an approach to the formation on the basis of marketing of the tourist image and brand of the region for the development of domestic tourism in the period and after the pandemic COVID-19 with the prospect of further entry into the international market of tourist services. Analyses. The global pandemic COVID-19 has negatively affected the entire world economy. The tourism sector has suffered greatly from it. More than a hundred countries have imposed restrictions on entry into their territories, which has reduced their revenues from the tourism industry. This has led to significant losses, as the share of tourism in the economy of foreign countries is about 10% (international average). One of the most effective measures to correct the negative trends in the field of tourism is the development of domestic tourism, which should compensate for the losses caused by reducing the flow of foreign tourists. In countries with developed tourism, their share is up to 90%. Ukraine's tourism industry is less dependent on foreign tourists, accounting for about a third of the total. However, domestic tourism can not only provide rapid results that will offset the current losses, but will also prepare for the development of international tourism after the recession of the COVID-19 pandemic. In view of the above, there is a problem of finding ways to develop domestic tourism in Ukraine with the prospect of strengthening the position of the domestic tourism industry in the international market of tourist services. Based on statistics, it is shown that the development of domestic tourism can not only compensate for the curtailment of revenues from international tourism in the context of the COVID-19 pandemic, but also prepare for the recovery of the international tourism services market after the recession of the COVID-19 pandemic. The main components of the tourist potential of the regions of Ukraine are specified. The approach to assessing the feasibility of developing certain types of domestic tourism in specific regions of the country has been improved, based on their tourism potential, the state of tourism infrastructure, existing market opportunities and threats, taking into account the impact of the COVID-19 pandemic. Its practical approbation is executed. The structure of the tourist image of the region has been clarified. The range of communication tools for the formation of the tourist image and brand of the region is outlined. Conclusions and directions for further research.The obtained results form an approach to the development on the basis of marketing the tourist image and brand of the region for the development of domestic tourism during the pandemic COVID-19, and in the future after the end of quarantine restrictions - to enter the international market of tourist services. Further research should be aimed at developing methodological approaches to management by formalized procedures (taking into account factors of incomplete certainty and risk), formation and promotion of the tourist image and brand of the regions of Ukraine in both domestic and international markets

Abstract. Introduction. In recent decades, economic growth of the leading world countries have occurred on the basis of information and knowledge embodied in new products, production technologies and management at all stages of production and marketing. Due to the generation and commercialisation of knowledge competitive advantages of individual companies, institutions and national economies, leaders of economic growth are formed and advanced. Considering the current trends in the changing conditions of economic and political space of Ukraine and abroad, which will only intensify fast and efficient reorientation to new markets is relevant for the domestic producers. The purpose of the study is to investigate the role and place of knowledge as an element of intellectual capital of organisations to ensure their competitiveness in light of trends in the global economy; to assess the current position and to outline the problems and perspectives of fast and efficient innovation growth in Ukraine based on knowledge. Results. The role of knowledge in providing competitive advantages of organisations has been outlined. The place of knowledge relevant to intellectual capital of organisations is specified. It has been determined that knowledge as an element of intellectual capital has a dual nature: it can be regarded both as an intellectual resource and as a possibility to implement existing intellectual capital of organisations. The influence of knowledge in the global economy is investigated. Ukraine's position in the world rankings, which reflects the level of economic development based on intellectual capital and innovation, as well as the status of its competitiveness, has been studied. From these positions, we have specified strengths and weaknesses of the national economy and outlined the prospects of economic growth based on knowledge as an element of intellectual capital. Keywords: Intellectual Capital; Knowledge Economy; Knowledge; Potential of Innovative Development; Innovation Development Model; Competitive Advantages JEL Classification: F29; O30; O31; O33 DOI: http://dx.doi.org/10.21003/ea.V156-0011 Ілляшенко С. М. доктор економічних наук, професор, завідувач кафедри маркетингу та управління інноваційною діяльністю, Сумський державний університет, Суми, Україна хабілітований доктор, професор, Вища економіко-гуманітарна школа, Бельсько-Бяла, Польща Рот-Сєров Є. В. аспірант кафедри маркетингу та управління інноваційною діяльністю, Сумський державний університет Знання як фактор конкурентних переваг: перспективи України Анотація. Окреслено роль знань у забезпеченні конкурентних переваг організацій. Уточнено місце знань в інте-лектуальному капіталі організації. Визначено, що знання як елемент інтелектуального капіталу, мають дуалістичну природу: їх можна розглядати як інтелектуальний ресурс, а також як можливість реалізації наявного інтелектуального капіталу організації. Досліджено вплив знань на розвиток світової економіки. Досліджено позиції України у світових рейтингах, які відображають рівень економічного ро...

The purpose of the article is to identify and systematize promising directions and problems of development of higher education institutions in the context of the fourth industrial revolution (IR4.0), taking into account the influence of its main technologies and the innovations created on their basis for both the labor market and the personel training system. According to the results of the carried out analysis, in accordance with the proposed sequence of procedures (technologies; innovations created on their basis; consequences of their introduction; impacts on the labor market and the personel training system), the possibilities and threats to the development of higher education institutions caused by the introduction of IR4.0 technologies are identified and systematized. Taking account of them, promising directions for the development of higher education institutions are defined, the problems of their implementation are outlined. A systematization of the selected directions is carried out according to the incentives that create conditions for their implementation. A schematic diagram of the functioning of a higher education institution in the conditions of IR4.0 as a self-managed system is proposed, which, by analogy with industrial enterprises, allows combining with the help of IR4.0 technologies into a single complex the following: human potential (staff and students); resource potential (tangible and intangible resources); processes (scientific, educational and auxiliary), etc. The practical aspects of using favorable opportunities for innovative development based on IR4.0 technologies by leading universities of Ukraine are considered. The obtained results together deepen the fundamental aspects of innovative management of a higher education institution in terms of improving the approach to the formation of the methodological base of the organizational and economic mechanism for managing strategies for its innovative development in the context of IR4.0. Further research should be aimed at developing methodological approaches to management according to formalized procedures for the selection and implementation of strategies for the innovative development of higher education institutions in the context of IR4.0, which is rapidly gaining strength.