Annotation and references (in Latin): translation / transliteration / transcription Текст научной статьи по специальности «Экономика и бизнес»

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ВІСНИК Київського національного університету імені Тараса Шевченка ISSN 1728-3817

Appendix 1

ANNOTATION AND REFERENCES (IN LATIN):

TRANSLATION / TRANSLITERATION / TRANSCRIPTION

А. Starostina, Doctor of Sciences (Economics), Professor Taras Shevchenko National University of Kyiv, Kyiv,

O. Babanska, Assistant I. Mechnikov Odessa national university, Odessa

INTERNATIONAL ECONOMIC TRANSBOUNDARY COOPERATION: ESSENCE, CONTENT, FORMbl, SUBJECTS

In the article critical analysis of the main theoretical schools about the nature and mechanisms of the implementation of trans-border cooperation (TBC) was conducted. Author's approach for determining TBC essence, its forms and subjects was developed. TBC is a process of establishment of the international regional relations between subjects (local and regional authorities, territorial communities, public organizations, businessmen) of two or more countries which have general borders. This process includes development of general strategies, priority directions and programs of the development of territories on the basis of estimation of their general potential, strengths and weaknesses, determinations of sinergetical effect from their use, exposure of risks with the purpose of realization of socio-economic interests of all participants of collaboration, executed by corresponding agreements which do not conflict with the current legislation of countries. Special attention is paid to the classification of the subjects of the TBC and the system of their socio-economic interests.

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konkurentospromozhnosti regionu. Naukovij visnik Volins'kogo nacional'nogo universitetu imeni Lesi Ukrainki. 2009, №11 Serija: Mizhnarodni vidnosini [online]: <http://archive.nbuv.gov.ua/portal/natural/nvvnu/misnarod_vidnos/2009_11/R1/

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19. Pavliha N.V., Kicjuk I.V. Misce ta znachennja transkordonnogo spivrobitnictva v konteksti pidvishhennja

konkurentospromozhnosti regionu. Naukovij visnik Volins'kogo nacional'nogo universitetu imeni Lesi Ukrainki. 2009, №11 Serija: Mizhnarodni vidnosini [online]: <http://archive.nbuv.gov.ua/portal/natural/nvvnu/misnarod_vidnos/2009_11/R1/

Pavliha.pdf> [Accessed]. (Ukrainian).

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Volyns'kogo nacional'nogo universytetu imeni Lesi Ukrai'nky Serija Ekonomika, 2010, №4 [online]: <

archive.nbuv.gov.ua/portal/natural/nvvnu/ekonomika/2010_4/R8/Dolyniak.pdf > [Accessed]. (Ukrainian).

V. Kravchenko, PhD in Economics, Associate Professor, А. Starostina, Doctor of Sciences (Economics), Professor Taras Shevchenko National University of Kyiv, Kyiv

EVOLUTION OF THEORETICAL APPROACHES TO ENTERPRISE RISKS ANALYSIS

Modern state of the Ukrainian clannish-oligarchic economy can be characterized in the terms of extraordinarily high degree of riskiness that makes actual use of scientifically based approach to the entrepreneurial risk management. Paper analyses certain types of enterprise risks than are connected with the certain forms of rotation of capital. Approaches of the different scientific schools to enterprise and its risks (classic political economy, Austrian, Marxism, Austro -German, Keynesianism, behavioral economics, neoclassical school, institutionalism) are considered in the article. Formation of the modern Ukrainian theory of enterprise risks must include achievements of other scientific schools.

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6. Valras, L., 2000. Ehlementy chistoj politicheskoj ehkonomii - M.: Izograf, - 448 s. [online] <http://biznessolimp.ru/ books/valras-l-elementy-chistoy-politicheskoy-ekonomii-razdel-1/stranica-1> [Accessed 20 June 2014]. (Russian).

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crisis> [Accessed 20 June 2014; Roseingrave, L., 2010. Consultant links global financial crisis to cocaine. Irish Examiner, December 16, 2010.: [online] <http://www.irishexaminer.com/ireland/consultant-links-global-financial-crisis-to-cocaine-139549.html> [Accessed 20 June 2014]

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28. Ibid, p. 20.

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30. Soskin O. Mozhlyvosti realizatsii modeli narodnoho kapitalizmu v Ukraini. Zbirnyk naukovykh prats "Ekonomichni nauky", Seriia "Ekonomichna teoriia ta ekonomichna istoriia", Vypusk 7(28), chastyna 2 Lutskyi natsionalnyi tekhnichnyi universytet, 2010 [online] < http://osp-ua.info/interview/15065-ekonomichna-model-mozhlivosti-realizatsiyi-modeli-narodnogo-kapitalizmu-v-ukrayini--oleg-soskin.html > [Accessed 20 June 2014]

31. Korzhov, H., 2007. Oliharkhiia yak model obmezhenoi modernizatsii. Ukrainskyi sotsium. №1., p.104-114. Visnyk Lvivskoho universytetu. Seriia Sotsiolohichna. Vypusk 01 (Russian).

32. Herasymenko, P., 2011. Podatok na prybutok - chynnyk stymuliuvannia ekonomiky? 19-04-11 ZAXID.NET: [online]

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[Accessed 20 June 2014] (Ukrainian).

33. Martsynovskyi, Viktor, Liamets, Serhii, 2013. Memorandum z pidpryiemstvamy HMK: "dohovorniak" ta koruptsiinist.

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[Accessed 20 June 2014]. (Ukrainian).

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O. Garashchuk, Doctor of Sciences (Economics), Associate Professor Deputy Head of the organizaional and information support -the Head of the Public Relations and Media and International Cooperation of the State inspection of educational institutions of Ukraine,

V. Kutsenko, Doctor of Sciences (Economics), Professor Chief Scientific Officer State Institution "Institute of Environmental Economics and Sustainable Development of NAS of Ukraine"

AN INNOVATIVE WAY OF DEVELOPMENT OF HIGHER EDUCATION -A PREREQUISITE TO ENHANCE ITS QUALITY

Improving the quality of education needs to move her to an innovative way of development. The paper states that innovation in education - a key condition of its availability, efficient use of resources. Innovations in Education author examines how the introduction of something new in higher education, the implementation of new ideas, new methods. Reviewed state of scientific and technical progress in Ukraine, noting that the volume of scientific and technical work performed by enterprises grows. Emphasizes the role of higher education, which is an integral component of the economy. Systematized indicators characterizing the level of development of higher education in Ukraine. The changes that have occurred and the factors that led to them. Emphasized the importance of implementing the various components of the innovation in the educational process and proved a number of measures for its development. Revealed the importance of financial components to provide the resource base for the transition of the educational sector in the innovation way of development.

The need for structural changes in higher education, in training, which has a positive impact on the socio-economic performance of the country and the economic activity of the population. It is emphasized that confirm the activity of higher education transition to an innovative way of development is closely associated with this process in a secondary school. And therefore stresses the need for further computerization and informatization of secondary school and in higher education needs to accelerate the development and implementation of new learning technologies, formation of creative innovation teams and ensure their mobility, financial security model of higher education, including through public-private partnership.

1. Burdzhalov F.E. (2013), Innovatsionnyy protses: prioritety v sprose na rabochuyu silu Sotsialnaya

sosotavlyayushchaya innovatsionnogo razvitiya [Innovative process priorities in the demand for labor. The social component of innovation development], IMEMO PAN, Moscow, Russia

2. State Statistics Service of Ukraine (2013) Statistical Bulletin "General educational institutions of Ukraine at the beginning of the 2012/13 school year", Kyiv, Ukraine3. Kartash M., Kryzanivskyy and O. Kartash (2014) "Higher engineering education in sustainable social development" Vysha osvita Ukrayin, vol. 2, p. 57.

4. Klimova G.P. (2012) "Innovative development of higher education in Ukraine: methodological aspects of analysis" Aktualni pytannya innovatsiynoho rozvytku, vol. 3, p. 90-105.

5. Knyazev E.A. and Draguntosova N.V. (2014) "European dimension and institutional information in Russian higher education" Voprosy obrazovaniya, vol. 4, p. 115.

6. Kozarezenko L.V. (2014) "Public-private partnerships as a tool of financial regulation of human development" Finansy Ukrayiny, vol. 2, p. 89-91.

7. Kononenko K. and Chernenko T. (2014) "Corruption in education: a strategic threat to the development of Ukrainian society" Stratehichni prioritety, vol. 1(30), p. 124.

8. Kuklin O.V. "Conceptual Foundations of innovative development of higher education institutions" available at: http://www.economy nayka. com.ua/?op=1Srr=1186) (Accessed 28 July 2014).

9. Lukyanova A.L. (2010), Otdacha ot obrazovaniya: chto pokazyvayet meta-analiz [Returns to Education: shows that a meta-analysis], GU VSHE, Moscow, Russia

10. State Statistics Service of Ukraine (2013) Statistical Bulletin "Basic indicators of higher education in Ukraine at the beginning of 2013/14 school year", Kyiv, Ukraine

11. Podolskih O.A. and Panov D.S. (2014) "The first study of Adult Competencies in Russia" Voprosy obrazovaniya, vol. 2, p. 82-108.

12. State Statistics Service of Ukraine (2014) Statistical Bulletin "Socio-demographic characteristics of households in 2013 (according to the Survey of Household Ukraine)", Kyiv, Ukraine

13. (2014) Sotsialnaya sostavlyayushaya innovatsionnogo razvitiya [The social component of innovation development], IMEMO PAN, Moscow, Russia

14. Starutska O.P. (2012) "The importance of innovation development of higher education in the integration into the European educational community" Innovatsiyna ekonomika, vol. 1(27), p. 29-33.

15. State Statistics Service of Ukraine (2012) "Statistical Yearbook of Ukraine for 2011", TOV "Avgust Treyd", Kyiv, Ukraine

16. Fedoruk D. (2013) "Public-Private Partnerships in Health" Yurydychna hazeta, vol. 41, p. 34.

17. Haustov V.K. (2014) "Innovation potential structural changes in Ukraine" Ekonomika i prognozuvannya, vol. 2, p. 85.

18. Millennium bectaration of the Millenium Development Gals for Ukraine, available at: http://www.Vg.Undp.org/ Ukraine/en/home.hkml (Accessed 25 July 2014).

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V. Shevchenko, PhD in Economics, Associate Professor Taras Shevchenko National University of Kyiv, Kyiv

INTERACTION OF TRADE AND FINANCIAL LINKAGES IN THE FREE TRADE ZONES

Different models of free trade agreements (FTA) and free trade zones (FTZ) are considered in the article, argued the complex approach to their structures and results under unstable global economic environment. Such agreements support the trade relations progress, create conditions for financial linkages development among the countries, including trade financing, banking services, foreign investments.

The typology of the free trade zones models and financial linkages types between countries have been developed. Approaches to the results of the free trade zones have been argued. It has been discovered that for the free trade zones of transitional countries the prevailing are tarde flows concentration whereas financial and investment linkages are acting with developed countries.

The main directions of increasing of the financial linkages results in the free trade zones have been discovered.

1. Платіжний баланс і зовнішній борг України 2013 рік. - Національний банк України, 2014. http://www.bank.gov.ua/ Balance/PB/2012/aPB_2013.pdf.

2. Baldwin,, R. (ed.), The Great Trade Collapse: Causes, Consequences and Prospects. / R.Baldwin - London: CEPR - 2009.

3. Baier, S., Bergstrand, J.Do free trade agreements actually increase members' international trade? / S.Baier, J.Bergstrand // - Journal of International Economics - 2007 - No. 71 (1), - P.72-95.

4. Bhagwati, J. Termites in the Trading System. How Preferential Agreements Undermine Free Trade. /. J.Bhagwati -Oxford, Oxford University Press, 2008.

5. Cheong D. Methods for Ex Post Economic Evaluation of Free Trade Agreements./ D. Cheong // - ADB Working Paper Series on Regional Economic Integration. - Asian Dvelopment Bank, 2010.

6. International Monetary Fund. World Economic Outlook Update. January 2012. - IMF, Washington, 2012 -www. imf. org/weo/2012.

7. IMF International Financial Statistics. - Washington, International Monetary Fund. - Mode of access: http://www. imfstatistics.org/imf/

8. Karacaovali, B., Limao, N. The clash of liberalizations: preferential vs. multilateral trade liberalization in the European Union./ B.Karacaovali, N.Limao.// - Journal of International Economics, - 2008, No. 74(2). - P. 299-327.

9. Mayda, A., Steinberg, C. Do South-South Trade Agreements Increase Trade? Commodity-Level Evidence from COMESA /A.Mayda, C.Steinberg.// - IMF Working Paper,- 2007, No. 07/40.

10. Nilsson, L., Matsson, N. Truth and Myths about the Openess of EU Trade Policy and the Use of Eu Trade Preferences./ L.Nilsson, N.Matsson// - Brussels, European Commision Directorate Genaral for Trade Working Paper - 2009.

11. UNCTAD Trade and Development Report 2007: Regional cooperation for development' - Geneva, UNCTAD, 2007

12. World Bank Global Economic Prospects 2005: Trade, Regionalism and Development. - Washington, World Bank - 2005.

N. Kochkina, PhD in Economics, Associate Professor Taras Shevchenko National University of Kyiv, Kyiv

TRENDS IN THE DEVELOPMENT OF MARKETING COMMUNICATIONS IN THE GLOBAL INTERACTIVE SPACE

The article identifies trends in the development of marketing communications in the global interactive space by analyzing the factors of their functioning and researching motivation of viral audience. It is revealed the prevalence of interactive technologies in today's information space and the growth dynamics of interactive advertising market. It is proved that favorable conditions for marketing communications' functioning forms the basis for the development of viral advertising as an effective communication tool for untraditional impact on potential customers. The popularity of social networks as a major source of viral messages is determined. The motivation of YouTube audience, which provides a resonant video viewing and retransmission, is investigated. Gender and age differences that stipulate communication affect on consumers are identified. Cyclic social consciousness is observed that demands further research of viral audience, including constructing scenarios of viral behavior.

1. The Akamai State of the Internet Report. Available through: http://www.akamai.com/stateoftheinternet/soti-visualizations. html#stoi-map.

2. Global Ad Expenditure Forecast 2014 / ZenithOptimedia. Available through: http://www.researchfindr.com/global-ad-expenditure-forecast-2014.

3. Marketing Fact Pack 2014. - Advertising Age, 2013. - 30 December. Available through: http://gaia.adage.com/ images/bin/pdf/MFPweb_spreadsv2.pdf.

4. Mindshare prognoziruet rost reklamnogo rynka Ukrainy na 10% / Marketing Media Review, 2012. - 9 November. Available through: http://mmr.ua/news/id/mindshare-prognoziruet-rost-reklamnogo-rynka-ukrainy-na-10-32499/.

5. Ob#em reklamno-kommunikacionnogo rynka Ukrainy 2013 i razvitie rynka v 2014 godu. Jekspertnyj prognoz Vseukrainskoj reklamnoj koalicii. Available through: http://www.adcoalition.org.ua/ckeditor_assets/V_UA_2013-14.pdf.

6. Rynok internet-reklamy v Ukraine: 2013 vs 2014. Available through: http://ain.ua/2014/02/27/514335..

7 Dlja chego ukrainskoj molodezhi nuzhen Internet? Vseukrainskoe sociologicheskoe issledovanie "Sovremennaja molodezh' Ukrainy". 1-20 March 2013. Available through: http://institute.gorshenin.ua/researches/

119_dlya_chego_ukrainskoy_molodezhi_nuzhen.html.

8. Breakdown of traffic from social networks by country. Available through: http://bitlyscience.github.io/geo_social/.

9. YouTube-kanaly: auditorija i monetizacija / Marketing Media Review, 2012. - 23 November. Available through: http://mmr.ua/news/id/youtube-kanaly-auditorija-i-monetizacija-32680/.

10. Pis'mennyj A. Issledovany privychki rossijskih pol'zovatelej interneta / A. Pis'mennyj. Available through: http://blogs.computerra.ru/45556.

11. Interactive Timeline: YouTube Rewind 2010/2011/2012/2013 (Global). Available through: http://www.youtube.com/rewind.

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12. Telekinetic Coffee Shop Surprise. Available through: http://www.youtube.com/watch?v=VlOxlSOr3_M&list= PLgkgHkcXY5iZcKGmftc_yIwD8NfT1fzNy.

13. Why you asking all them questions? Available through: http://www. youtube.com/watch?v=gwUX4cSwrRk&index= 8&list=PLgkgHkcXY5ibr4lWCe7JIIAR1YkVxInI8.

14. Facebook Parenting: For the troubled teen. Available through: http://www. youtube.com/watch?v=

kl1ujzRidmU&index=10&list=PLgkgHkcXY5ibr4lWCe7JIIAR1YkVxInI8.

L. Kudyrko, PhD in Economics, Professor Kyiv National University of Trade and Economics, Kyiv

OVERCOMING THE "INFORMATION GAP" IN EDUCATIONAL TRAINING OF INTERNATIONAL ECONOMISTS

The article analyzes the approaches to compliance methodological heritage of macro-and microeconomics theory to modern economic development challenges. Thesis about need of the methodological tools extension for the analysis of new processes and phenomena at the supranational level is argued. The expediency of strengthening interdisciplinary approach in their evaluation, which will provide a more objective and comprehensive understanding of nature and mechanisms of transformation of international economic relations in the modern era, and thus will improve the quality of professional training of international economists is substantiated.

1. Miheev V. N., Bondarenko I. G. K voprosu o metodologii ekonomicheskogo analiza/ V. N. Miheev, I. G. Bondarenko // Problemyi sovremennoy ekonomiki, 2012. - № 2 (42). -S.59-62.

2. SavelEv E.V. MIzhnarodna ekonomIka/E.V SavelEv./ 3-tE vid., K.: Znannya, 2008. - 622 s.

3. Inozemtsev V.L. Demokratiya i modernizatsiya: k diskussii o vyizovah XXI veka/ V.L. Inozemtsev /Tsentr issledovaniy postindustrialnogo obschestva- M.: Izdatelstvo "Evropa", 2010. - 318 s.

4. Sakaya T. The Knowledge-Value Revolution or a History of the Future. - N.Y., Tokyo, London, 1991. - 234 r.

5. Fukuyami F. Doverie [Tekst] / F. Fukuyama ; per. s angl. D. Pavlova [i dr.] - M. : aSt ; M. : Hranitel, 2006. - 730 s.

6. Druker, Piter F. Epoha razryiva. Orientiryi dlya nashego menyayuschegosya obschestva [Tekst] / P. F. Druker ; per. s angl. i red. B. L. Glushak. - M. ; SPb. ; K. : Vilyams, 2007. - 323 s.

7. YuNKTAD, Doklad o mirovyih investitsiyah, 2011 god [Elektronniy resurs]. - Rezhim dostupu: http://www.un.org/ru/development/surveys/docs/investments2011.pdf. UNCTAD, World investment report 2011, available at: <http://www.un.org/ru/development/surveys/docs/investments2011.pdf>.

8. Hodzhson Dzh. Ekonomicheskaya teoriya i institutyi [Tekst] : manifest sovremennoy institutsionalnoy ekonomicheskoy teorii / D. Hodzhson ; per. s angl. M. Ya. Kazhdan ; nauch. red. per. V. I. Maevskiy ; Tsentr evolyutsionnoy ekonomiki. - M. : Akademiya narodnogo hozyaystva pri Pravitelstve RF : Delo, 2003. - 464 s.

9. Belousov K. Yu. Ustoychivoe razvitie kompanii i korporativnaya ustoychivost: problemyi interpretatsii/ K. Yu. Belousov // Problemyi sovremennoy ekonomiki- 2012 - №4 (44) - S. 120-123.

10. Golovko M.V.Institutsionalno-evolyutsionnyiy podhod k issledovaniyu razvitiya natsionalno-ekonomicheskoy sistemyi/ M.V. Golovko // Voprosyi upravleniya - 2011 - Vyipusk №4(17) - [Elektronniy resurs]. - Rezhim dostupu: http://vestnik.uapa.ru/ru-ru/issue/2011/04/07/

11. Nelson R., Winter S. An Evolutionary Theory of Economic Change. - Harward Univ. Press, Cambrige, 1982. - 631 r.

12. Lyubimova T.A. Nanoekonomika kak ishodnyiy uroven analiza ekonomicheskih otnosheniy / T.A.Lyubimova // Vestnik IrGTU. - 2009. - №2. - S.88-97.

13. Dubrova T.A. Statisticheskiy analiz i prognozirovanie ekonomicheskoy dinamiki: problemyi i podhodyi / T.A. Dubrova// V kn.: Metodologiya statisticheskogo issledovaniya sotsialno-ekonomicheskih protsessov / Otv. red.: V. G. Minashkin. M. : YuNITI- DANA, 2012. - S. 110-138.

14. GolIkov A.P. EkonomIko-matematichne modelyuvannya svItogospodarskih protsesIv: Navchalniy posIbnik.-3-tE vid., pererobl.I dopovn. -K.: Znannya, 2009. - 222 s.

15. Gai, Prasanna, and Sujit Kapadia, 2010, "Contagion in Financial Networks", "Proceedings of the Royal Society A", Vol. 466, №2120.- pp. 2401-2423.

16. Kameliya Minoyu. Set, iz kotoroy ne vyirvatsya/ Minoyu Kameliya //Finansyi i razvitie. Ezhekvartalnyiy zhurnal Mezhdunarodnogo valyutnogo fonda.-2012-Vyipusk49-№3 [Elektronnyiy resurs]. - Rezhim dostupa: http://www.imf.org/ external/russian/pubs/ft/fandd/2012/09/pdf/fd0912r.pdf

17. Melnik T.M. MIzhnarodna torgIvlya tovarami v umovah globalnoYi konkurentsIYi: [monografIya] / Tetyana MikolaYivna Melnik. - K. : KiYiv. nats. torg.-ekon. un-t, 2007. - 396 s.

N. Krylova, PhD in Economics, Associate Professor,

J. Red'ko, master of International Economics Taras Shevchenko National University of Kyiv, Kyiv

OPTIMIZATION MODEL OF UKRAINIAN GRAIN EXPORT IN INTERNATIONAL MARKET

Grain consumption is growing constantly along with the population growth and this factors favor to the demand of grain growth. Such trend define the necessity to found out th emain factors, which shape the Ukraininan crops' export. Defnition of such factors will allow to optimize the process of export orientation of srops production in Ukraine.

1. Definition and classification of commodities [electronic resource] // Food and Agriculture Organization of the United Nations - 1994.- Access to the site: http://www.fao.org/waicent/faoinfo/economic/faodef/fdef01e. htm - Title screen.

2. Factors shaping the future of world trade [electronic resource] // World T rade Report. - 2013, p. 35.

3. Factors shaping the future of world trade [electronic resource] // World T rade Report. - 2013, p. 110.

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4. The World Factbook [electronic resource] // CIA - Access to the site: https://www.cia.gov/library/publications/the-world-factbook/geos/xx.html - Title screen.

5. World Population Prospects: The 2012 Revision // United Nations - 2013. - Access to the site: United Nations, Department of Economic and Social Affairs, Population Division (2013) - Title screen.

6. World Wheat, Flour, and Products Trade [electronic resource] // United States Department of Agriculture - Access to the site: http://www.fas. usda.gov/psdonline/psdReport.aspx?hidReportRetrievalName=World+Wheat%2c+Flour%2c+and+ Products+Trade&hidReportRetrievalID=386&hidReportRetrievalTemplateID=7

7. Year of Estimate: 2013 [electronic resource] // United States Department of Agriculture. - 2013 - Access to the site: United States Department of Agriculture. - The name of the screen.

8 Analytical Reference for the Protection of the internal market and competitiveness of domestic producers [electronic resource] // National Tripartite Social and Economic Council. 2012 - Access: http://www.ntser.gov.ua/ua/activity/128.html.

9 Database Food and Agriculture Organization of the United Nations [electronic resource] - Access to the site: http://faostat.fao.org/site/616/DesktopDefault.aspx?PageID=616#ancor. - The name of the screen.

10 Database US Department of Commerce [electronic resource] - Access to the site: http://www.census.gov/.

11 Database of State Statistics Committee of Ukraine [electronic resource] - Access to the site: http://www.ukrstat.gov.ua.

12 Database NBU [electronic resource] - Access to the site: http://www.bank.gov.ua/.

13 Database WTO [electronic resource] - Access to the site: http://wto.org/english/tratop_e/agric_e/agric_e.htm

14 Zavgorodnya TP Econometrics - K., 2006. - 762 p.

15 Prosperous Society, Competitive Economy, Effective State [electronic resource] // economic reform program in 2010 Ukraine - 2014// Committee on Economic Reforms under Prezydentovi- 2010 - Access to the site: http://www.president.gov.ua/ docs/Programa_refo rm_F INAL_1.pdf.

16. Class grain 60-70% determines the performance of wheat [electronic resource] / Vladimir Morhun // Kazakh grain. -Access to site :http://www.kazakh-zerno.kz/index.php?option=com_content&view=article&id=22425%3A-60-70-&catid= 16%3Anewssngworld&Itemid=62

V. Savelyev, PhD in Economics, Assistant Taras Shevchenko National University of Kyiv, Kyiv

MODEL OF CONSUMER BEHAVIOR TRANSFORMATION AS A BASIS FOR MARKETING STRATEGY

The article concerns with the basic consumer segments. The consumer needs are analyzed in the article and the model of change in consumer behavior is created. The article proposes the recommendations on effective strategic actions in order to competitive capacity increase.

It is determined that in low purchasing power conditions, focus on meeting the needs of loyal customer segments will allow companies to increase the competitiveness of the market supply.

Adaptation of marketing strategy in low purchasing power conditions is a creative process in which success is based on the orientation of the changed consumption motives.

1. M. Porter. Mezhdunarodnaya konkurenciya. - m.: mezhdunarodnye otnosheniya, - 1993. - 896 p.

2. Starostina A. O., Dligach A.O., Kravchenko V.A. Promislovij marketing: teoriya, svitovij doglyad, ukra'i'nska praktika: pidruchnik / za red. A.O. Starostinoy. - K.: Znannya, 2005. - 764 p.

3. Fatxutdinov R. A. Strategicheskij marketing: uchebnik. - M., 2000. - 640 p.

4. Kotler Philipp, Armstrong Gari, Sonders Dzhon, Vong Veronika. Osnovy marketinga /per. s angl. - m., Spb., k.: izd. dom "Vilyams", 1999. - 1152 p.

5. Lamben Zhan-Zhak. Menedzhment, orientirovannyj na rynok / per. s angl. - Spb.: Piter, 2004. - 800 p.

N. Danylova, Assistant Taras Shevchenko National University of Kyiv, Kyiv

RECENT CHANGES IN THE EU RENEWABLE ENERGY MARKET REGULATIONS

This paper studies recent trends of the world energy system in the case of globalization. The problems causing changes in the global energy market and raises the possibility of an energy crisis are idenitified, both in the short- and in the long-term period. The increased competition in global energy market is also revealed.

In the case of global competitive pressure on energy resources, renewable energy market has become the subject of many studies of modern domestic and foreign scholars, such as MKaltshmit, A.Vize, V.Shtreyher, V.Rau, B.Zanner, and S.Dunn others.

During the study of the global renewable energy market as the most dynamic the European market of renewable energy sources was detected. However, the dynamics of this market is becoming more sophisticate, the share of renewable energy in the total energy production is not stable, increasing international competition from foreign producers is growing, which requires further study changes.

The paper proposed a simplified model of the impact of alternative energy market players on its development and illustrates changes in the state policy of the European energy strategy.

1. Sledz S. National alternative industry: to be or not to be? / S. Sledz // Weekend Mirror: Ukraine - 2013. - №42. -[Електронний ресурс]. - Режим доступу: http://gazeta.zn.ua/business/otechestvennaya-industriya-po-proizvodstvu-oborudovaniya-dlya-alternativnoy-energetiki-byt-ili-ne-byt-_.html?page=2&items=20.

2. William Pentland World's Most Innovative Clean-Energy Companies / Pentland W. // Forbes - Oct 22, 2014 -[electronic resource]. - Mode of access: http://www.forbes.com/sites/williampentland/2011/10/26/worlds-most-innovative-clean-energy-companies.

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3. The official web-site of the European commission. Renewable energy in the EU28 Share of renewables in energy consumption up to 14% in 2012 / Eurostat News Release - 37/2014 - 10 March 2014 - [Електронний ресурс]. - Режим доступу: http://epp.eurostat.ec.europa.eu/cache/ITY_PUBLIC/8-10032014-AP/EN/8-10032014-AP-EN.PDF.

4. Hmelnickiy L. Use of renewable energy sources as a mechanism to overcome the imbalances of macroeconomic development / L. Hmelnickiy // Regional Energy Problems. - 2010 - № 3 - p. 25-34.

А. Kozlova, PhD student Taras Shevchenko National University of Kyiv, Kyiv

TECHNOLOGICAL IMPERATIVE IMPACT OF GLOBALIZATION ON INTERNATIONAL AGRICULTURAL ECONOMY

The article highlights the factors influencing agricultural production towards global market. The study consists basic fundamental imperatives of globalization on the agricultural sector in international economic relations. The article analyzes the strategic priorities of the international agricultural sector, which includes financial and credit support, legal aspects, processes and integration of organizational structures. Technological imperatives require a large structural and institutional turn in the Ukrainian economy on the basis of current trends in the global economy, scientific and technical potential. There is a growing importance of organizing and conducting international level in the field of technological forecasting. This type of prediction is considered as backbone component in strategic forecasting and economic development programming.

1. Bazylevych V.D., Ylyn V.V. Philosophy of Economics. History / V. Bazylevych, V. Ylyn. - K.: Knowledge; Moscow: Ribary, 2011. - 927s.

2. Kanischenko O.L. International marketing in the activities of Ukrainian enterprises: - K.: Znannya, 2007. - 446 s.

3. Starostina A.O. Marketing / A.O. Starostina, N. Honcharova, EV Krykavskyy. - K.: Znannya, 2009. - 1070 s.

4. Fedulova L.I. Innovative development industry in Ukraine: Trends and patterns / LI Fedulova / / Actual problems of economy. - 2007. - № 3 (69). - P. 82-84.

5. Aubert J-E. Innovation Policy for the Developing World / J-E. Aubert // Special Report of The World Bank. - The World Bank, 2013. - P. 7-9.

6. Lederman D. Innovation and Development around the World, 1960-2000 / D. Lederman, L. Saenz // World Bank Policy Research Working Paper 3774. - The World Bank, 2013. - 35 p.

M. Ustymenko, PhD student Taras Shevchenko National University of Kyiv, Kyiv

THE ROLE OF INTERNATIONAL INNOVATION CLUSTERS ON INCREASING ECONOMIC AGENTS SUSTAINABILITY

The influence of enterprises integration into international innovation clusters on the increasing of enterprises, countries and regions economic sustainability under the global instability are explored. Potential sources of instability and threats of the integration into international cluster structures are defined.

Author outlines the main benefits of international innovation cluster for enhancement of economic agents sustainability, such as: possibility for joint exploitation of market opportunities and efforts consolidation for overcoming market threats, cluster selfsufficiency, effective cluster internal reorganization and adaptation in response to external changes.

Three clusters (engineering for agriculture production cluster (Hersonska oblast and German enterprises), IT cluster (Lvivska oblast and Poland enterprises), cluster for R&D commercialization (Slobodzanschina euroregion)) are examined to uncover the role of international innovation cluster formation on enhancement of economic agents' economic sustainability.

1. Gusenko O.S. Rozvitok promyslovo-innovatsiynyh klasteriv v krainah Yevropy: stan ta perspectyvy [Електронний ресурс] / Режим доступу: http://irbis-nbuv.gov.ua/.

2. Yermakova O.A. Rol klasteriv u pidvischenni mizhnarodnoi konkurentospromozhnosti regionu [Електронний ресурс] / O.A. Yermakova // Ekonomika promislovosti. - 2009. - №48. - Режим доступу: http://www.nbuv.gov.ua/ portal/Soc_Gum/eprom/2009_48/st_4 8_12.pdf.

3. OECD (2009), Policy Responses to the Economic Crisis: Investing in Innovation for Long-Term Growth, OECD Publishing.

4. Popelnyuhov R.V. Theoretyko-metodychni zasadu makroekonomichnoi stabilnosti. "Ekonomika ta derdzava" № 12, 2009, p. 58-61.

5. Feschur R.V. Ekonomichna stiykist pidpriiemstva / R.V. Feschur, H.S. Baranivska // Problemy ekonomiki ta upravlinnya. Visnuk Natsionalnogo universytetu "Lvivsks politehnika." - 2010. - №684.

6. Mokhonko G.A. Strategichna stiykist pidpruiemstva ta yii zabezpechennya v umovah nestabilnogo rynkovogo

seredovyscha: dis candidat. econom. nauk. : 08.00.04 - ekonomika ta upravlinnya pidpryiemstvami (za vydamy

ekonomichnoi diyalnosti) / Mokhonko. - S. 2010. - 21.

7. Bazhenova O. External shocks on economic growth of Ukraine: theoretical backgrounds and empirical testing / O. Bazhenova // News of Ki'i'vskogo natsionalnogo universitetu im. Tarasa Shevchenko. Ekonomika. -K.: cWd "Kiev The Univ," 2012, N Vip. 140.-S.6-9

8. Kozlovskyi S.V. Stiykist ekonomiki yak factor bezpeky ta rozvytku derzhavy/ Kaletnik G.M., Kozlovsky S.V., Kozlovsky V.O. // Ekonomika Ukrainy. - 2012. - №7. - P. 16-25.

9. Starostina A.O., V.A. Kravchenko. Ryzyk menedzhment: teoriya ta praktyka: navch. posib. - K.: IVTS "Vydavnytstvo" Politehnika"", 2004.

10. Hart, D.A. (2000), Innovation Clusters: Key Concepts, Working paper, Department of Land Management and Development, and School of Planning Studies, The University of Reading, United Kingdom. http://centaur.reading.ac.uk/ 27212/1/0600.pdf.

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11. Cainelli, G. (2012), "Production and financial linkages in inter-firm networks: structural variety, risk-sharing and resilience", Journal of Evolutionary Economics. Sep2012, Vol. 22 Issue 4, p711-734.

12. Obolentseva L.V. Klasteryzatsiya yak napryam rozvitku natsionalnoi ekonomiku: problem ta perspectuvu / L.V. Obolentseva // Ekonomichni problemu ta perspekttyvy rozvytku zhitlovo-kommunalnogo gospodarstva na suchasnomy etapi: materialy II mizhnar. nauk.-pract. conf., Kharkiv, 20 - 22, 2010 zhovtnya p. / Min-vo z pytan ZHKG Ukrainy, HNAMG. - H.: HNAMG, 2010 - S. 173 - 176 - [Електронний ресурс] / Режим доступу: http://eprints.kname.edu.ua/17645/.

13. OECD (2009), Clusters, Innovation and Entrepreneurship, Local Economic and Employment Development (LEED), OECD Publishing.

14. Walerud C. and A. Viachka (2012) "Transnational networks of cluster organisations. Cluster Observatory Report "Stockholm: Center for Strategy and Competitiveness, Stockholm School of Economics.

15. Shovkalyuk V.S. Clustery ta innovatsiiny rozvutok Ukrainy / Stvorennya ta funktsionuvannya innovatsiynih klasteriv. Informatsiyno-analitichny materialy Derzhavnogo agenstva Ukrainy z pytan nauku, innovatsii ta informatuzatsii Ukrainy [Електронний ресурс] / Режим доступу: http://dknii.gov.ua/?q=system/files/sites/default/files/images/

Stvor_ta_funk_klasteriv.pdf.

16. Pro stvorennya v Hersonskii oblasti mashinobudivnogo clusteru vyrobnytstva, zberigannya ta realizatsii zernozbyralnih kombayniv: rozporyadzennya Kabinetu Ministriv na vikonanannya doruchennya presidenta Ukrainy 25 Bereznya od 2011 roku №1-1 / 566.

17. Priorytety polityky importozamischennya v strategii modernizatsii promislovosti Ukrainy ". Analitychna dopovid. Instytut strategichnih doslidzhen Ukrainy [Електронний ресурс] / Режим доступу: http://www.niss.gov.ua/.

18. Conceptual approach to the creation of a system innovation platform GeoTeCHNOPOLIS within the Euroregion "Sloboda" [Text] / Alex Kiryuhin et al. // Zhurnal sotsialno-ekonomichnoi geografii. - 2011 - Vip. 10 - S. 167-172.

M. Osvald, PhD student Taras Shevchenko National University of Kyiv, Kyiv

CONFLICT OF INTERESTS IN TRANSFER PRICING

In the conditions of globalization all the companies try to find the effective ways of maximizing their profit. One of the instruments is the system of the transfer pricing that helps to optimize the costs and allocate effective the resources of the company. Transfer pricing has detrimental effect on the economy of countries, though the governments use the regulations to minimize this effect on their economy. In this case the conflict of interests appears. Paper deals with an analysis of the functions and reasons of the economic agents which use the transfer prices to demonstrate the conflict of interests in transfer pricing. The purpose of the study is the determination of the best ways to solve the conflict situations in the process of transfer pricing according to the economic interests of the agents: company and government and within the company: headquarters and subsidiaries. The main point of resolving the conflict between company and government is to make clear regulations of transfer pricing for enterprises and productive relations between company and government. The methods to resolve the conflict within the company are: clear guidelines, decentralization and motivation for stuff members.

1. Pashkus V.J. Transfer pricing: evolution of conception and current introduction // Vestnik Sankt-Peterburskogo universiteta. Serija 5 (Ekonomika). - SPb.: Izdatelstvo Sankt-Peterburskogo universiteta, 2001. - Vip. 4 - №29. - S. 61-70.

2. Dzyuba P. Transfer pricing in financial system of TNC : Dis. ... kand. ekon. nauk: 08.05.01. - K.:2005. - 210 s.

3. Vahrushina M.A. Transfer pricind in pracicw of Russian organizations // Sovremennij buhuchet. - 2000. - №4 - s.4-14.

4. Weber. Internationale Verrechnungspreise im Konzern, a.a, 2004, S.14.

5. World Investment Report 2011 // http://unctad.org/Sections/dite_dir/docs/WIR11_web%20tab%2034.pdf [19.05.2014].

6. ChumakovaO.O. Tax policy in transfer pricing: effectiveness and thin capitalization // http://www.kbuapa.kharkov.ua/ e-book/tpdu/2013-3/doc/2/17.pdf [19.05.2014].

7. Illicit Financial Flows from Developing Countries: 2000 - 2009 // http://www.gfintegrity.org/storage/ gfip/documents/ reports/IFF2010/gfi_iff_update_report-web.pdf [18.05.2014].

8. Instytut strategichnih doslisdzhen. Transfer pricing // http://ukrstrategy.com/uk/analitika/ item/56-transfert-cen.html [17.05.2014].

9. Suhov S.M. Economic interests of agents of ecological insurance: avtoref. dis.. kand. ekon. Nauk / S.M. Suhov.-M., 2003.

10. Bai S.I., Rymar I.A. Social function of enterprise / http://www.pu.if.ua/depart/Finances/resource/file/%D0%97% D0%B1%D1%96%D1%80%D0%BD%D0%B8%D0%BA/2011-2/%D0%91%D0%B0%D0%B9.pdf [18.05.2014].

11. Shpakov E.Yu., Gvasaliia D.S. Social function of the government / http://www.rusnauka.com/ 15_APSN_2010/Economics/67943.doc. htm [18.05.2014].

12. The Fund of Ukraine will be contributed with the half of billion through transfer pricing / http://weather.tsn.ua/groshi/byudzhet-ukrayini-popovnivsya-na-pivmilyarda-za-rahunok-transfertnogo-cinoutvorennya-316451.html [19.05.2014].

13. Starostina A.O. Industrial marketing: theory and business cases. Pidruchnik.Kyiv. Ivan Federov, 1997, 400s.

14. Kanishchenko O.L. International Marketing in activity of the Ukrainian enterprises. Monografiya., - K.: Znannya, 2007, 446 s.

15. Dligach A.O. Marketing pricing: international practices, national practices: Navchalniy posibnyk/ - K.: VD Profesional, 2006. - 225-228 s.

16. Letzing J. Transfer pricing brings tax troubles to tech bigs: http://www.marketwatch.com/story/transfer-pricing-brings-tax-troubles-to-tech-bigs-2012-04-02?pagenumber=1 [18.05.2014]

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I. Protsenko, PhD student Taras Shevchenko National University of Kyiv, Kyiv

MODERN TRENDS IN MULTILATERAL REGULATION OF INTERNATIONAL MARKETS SERVICES

One of the main world economy's trends is the priority development of the service sector. Services, capital, information and technology flows typically fall outside the scope of regulation of national governments. The particular relevance to the issues of international legal regulation of international services market, therefore. Multilateral regulation of trade in services defined key provisions of the General Agreement on Trade in Services (GATS). The role of GATS (within the WTO) is very important nowadays, because the agreement defines the legal framework for trade in services, including in areas such as transport, investment, education, communications, financial services, energy, water and movement of natural persons. Intensive growth of international trade in services has caused the need for the creation of supranational institutions and a new level. The heist level of services liberalization achieved under such integration organizations as the EU, NAFTA, OECD and UNCTAD for assistance. One of the main trends in multilateral trade regulation is increase the share of regional trade agreements in the total volume of international trade cooperation

1. Kovalenko Y. (2012) "Teoretychni aspekty sutnosti posluhy ta yii vydy", Visnyk KNTEU, Vol. 2, pp 38-46.

2. Zablotska R.O. (2008) "Osoblyvosti rehuliuvannia torhivli posluhamy na bahatostoronnomu ta rehionalnomu rivniakh", Svit finansiv, Vol.3, no. 16, рр.162-169.

3. Puzanov I.I. (2011) "Faktory vplyvu na zovnishnotorhovelnu polityku krain v umovakh liberalizatsii i hlobalizatsii

svitovoi ekonomiky", available at: http://archive.nbuv.gov.ua/portal/soc_gum/pips/2011_2/tom2/607.pdf (accessed

November 15, 2013).

4.Olefir A., Tipanov O. (2009) "Tendentsii rozvytku mizhnarodnoi torhivli posluhamy v umovakh dynamizatsii konkurentnoho seredovyshcha", available at: http://archive.nbuv.gov.ua/portal/soc_gum/mep/2009_8_9/08-

3612/8_Olefir_Tipanov.pdf (accessed November 15, 2013).

5. Usenko O. (2008) "Liberalizatsiia torhivli posluhamy v ramkakh preferentsiinykh torhivelnykh uhod", available at: http://archive.nbuv.gov.ua/portal/soc_gum/NM/2008_10/pdf/usenko.pdf (accessed November 15, 2013).

6. Hans van Houtte, 2002. The law of international trade. Sweet & Maxwell, 312 p.

7. Demaret P., 1995. The Metamorphoses of the GATT from the Havana Charter to the World Trade Organization. Columbia Journal of Transnational Law, 34, pp.132-138.

8. Bagwell, Kyle W., George A. Bermann, Petros C. Mavroidis, 2010. Law and economics of contingent protection in international trade, New York. 424 p.

9. Wolfrum, RQdiger, Peter-Tobias Stoll, Clemens Feinaugle, eds., 2008. WTO - Trade in Services. Boston: Martinus Nijhoff Publishers, 784p.

10. Mattoo, Aaditya, Pierre Sauve, eds. 2003. Domestic Regulation and Service Trade Liberalization. Oxford University Press, 236 p.

E. Piskunova, Doctor of of Sciences (Economics), Professor,

O. Osypova, Assistant

Kiev National Economic University named after Vadim Hetman, Kyiv CLASTER ANALYSIS IN MODELING FOOD SECURITY AT THE REGIONAL LEVEL

Based on the statistical data for regions of Ukraine with the use of cluster analysis by k-means classification of regions of Ukraine on the structure of consumption of basic foodstuffs. Analyzed the relationship between the structure of consumption and the level of economic security areas. To determine the factors that explain regional differences were found in the structure of food consumption the method of analysis of variance. The effect on the volume and structure of consumption in production of food, cash income, the cost of an average range of food items, as well as the proportion of the rural population in the region.

1. Osypova, O. I., 2014. Ranking of regions in Ukraine in terms of food security. Modeling and forecasting of socioeconomic processes: IV International Scientific and Practical Internet Conference of Young Scientists and Students (Kharkov, March 13-14, 2014), 4, pp. 45-48.

2. Lukan', L., Tsehlyk, H., 2009. Use of cluster analysis to assess the development of small business in the regions of Ukraine. Formation of a market economy in Ukraine, 19, pp. 73-80.

3. Sokolova, L. V., Veryasova, H. M., Sokolov, O. Ye., 2011. Use of cluster analysis in practice companies. Management and Entrepreneurship in Ukraine: the stages of formation and development problems, pp. 240-246.

4. Rayskaya, N. N., Serhyenko, Ya. V., Frenkel', A. A., 2007. Statistical Issues, 5, pp. 3-9.

5. Vitlins'kyy, V. V., Piskunova, O. V., 2010. Mathematical models and methods of market economy: tutorial. Kyiv: KNEU.

6. Bayazitova, I. A., 2014. The grouping of regions of Ukraine in terms of threats to economic security. Modeling and forecasting of socio-economic processes: IV International Scientific and Practical Internet Conference of Young Scientists and Students (Kharkov, March 13-14, 2014), 4, pp. 70-74.

7. Law of Ukraine "On food security". 2011. № 4227 - VI. Kyiv: Holos Ukrayiny.

8. Hoychuk, O. I., 2004. Food security. Zhytomyr: Polissya.

9. Resolution "On approval of food sets, sets of sets of non-food products and services for major social and demographic groups". 2000. № 656. Kyiv: Holos Ukrayiny.

10. Osaulenko, O. H., 2013. Statistical Yearbook of Ukraine for 2012. Kyiv: State Statistics Service of Ukraine.

11. Bureeva, N.N., 2007. Multivariate statistical analysis using the software package "STATISTICA". Educational and methodological materials on training program "Application software in research and teaching of mathematics and mechanics". Nizhny Novgorod.

12. Nakonechnyy, S. I., Tereshchenko, T. O., Romanyuk, T. P., 2006. Econometrics: Tutorial. fourth ed. Kyiv: KNEU.

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ВІСНИК Київського національного університету імені Тараса Шевченка ISSN 1728-3817

О. Klepikova, PhD in Economics, Assosiate Professor Odessa National Polytechnic University, Odessa

ESTIMATE OF INSURANCE COMPANIE'S PROFITS USING COMPUTER SIMULATION

The article describes the main provisions of accounting and movement of financial resources insurance company. Has been developed simulation model of the interaction of financial flows insurance company that allows you to track the chain of financial resources and evaluate the possibility of making a profit.

The purpose of this article is to assess profit insurance company based on the developed simulation model.

Simulation model is divided in the following main business areas: accounting premiums; accumulation of income of the insurer and their distribution; modeling of the insurer; formation profit insurer.

For different types of insurance are simulated: the flow of customers; financial flows of payments; reserve funds; operating costs and revenues. Estimated various stochastic factors on finance flows (inflation, actions of competitors, crisis and postcrisis actions, etc.). Process simulation leads to the definition of the main results of the insurer (income, expenses, deductions in insurance reserves, commissions, administrative expenses, net income, retained earnings, etc.).

1. Bazilevich V.D. Strahova sprava. / V.D. Bazilevich, K.S. Bazilevich. - [6-te vid.]. - K. : Znannja, 2008. - 351 s.

2. Internet-zhurnal o strahovanii "Forinshurer" [Elektron. resurs]. - Rezhim dostupu: http://forinsurer.com.

3. Ivashko L.M. Vikoristannja informacjjno-komunikacijnih tehnologij dlja ocinjuvannja kompetencij pri pidgotovci ekonomistiv / L. M. Ivashko // Visnik social'no-ekonomichnih doslidzhen'. Zbirnik naukovih prac'. Odes'kij nacional'nij ekonomichnij universitet. - 2012. - №1(44). - S.196-201.

4. Klepikova O. A. Imitacijna model' strahovoi kompanii jak sposib dosjagnennja strategichnih finansovih cilej [Elektronnij resurs] / O.A. Klepikova // Ekonomika: realii chasu. Naukovij zhurnal. - 2013. - № 4 (9). - S. 195-201. -Rezhim dostupu do zhurn.: http://www.economics.opu.ua/2013/n4.html.

5. Klepikova O. A. Modeljuvannja marketingovoi strategii strahovoi kompanii / O. A. Klepikova // Visnik Kiivs'kogo nacional'nogo universitetu im. T.G. Shevchenka. Ekonomika. - 2013. - № 6(147). - s. 55-60.

6. Medzhibovskaja N.S. Metodologicheskij pohod k opredeleniju єkonomicheskoj єffektivnosti sitemy jelektronnogo snabzhenija / N.S. Medzhibovskaja // Visnik Hmel'nic'kogo nacional'nogo universitetu. - 2013. - № 2 (3). - s. 62-65.

7. Pankov D.A. Buhgalterskaja interpretacija real'nyh finansovyh potokov strahovyh organizacij: perespektiva razvitija uchetnoj metodiki v respublike Belarus' / D.A. Pankov, O.A. Rusak // Mizhnarodnij zbirnik naukovih prac'. - 2011. - №2. -S. 264-272.

8. Sinicyna T.A. Formuvannya systemy marketynhovoyi diyal"nosti straxovoyi kompaniyi / T.A. Sinicyna // Naukovi praci Donec"koho nacional"noho texnichnoho universytetu. Seriya: ekonomichna. - 2014. - № 5 - S. 210-216.

9. Sokolovs'ka Z.M. Prikladnoe imitacionnoe modelirovanie kak analiticheskaja osnova prinjatija upravlencheskih reshenij / Z.M. Sokolovs'ka, N.V. Jacenko // Biznes Inform (Harkiv). - Har'kiv : OoO Izdatkl'skij dom "INZhJeK", 2013. -№ 6. - S. 69-76.

10. Fedorova T.A. Strahovanie: uchenik [2-e izd., pererab. i dop.] / T.A. Fedorova. - M. : Jekonomist#, 2006. - 400 c.

11. Cisar' I.F. Modelirovanie jekonomiki v Ithink_Stella. Krizisy, nalogi, informacija, banki. - M.: "Izd-vo DIALOG_MIFI", 2009. - 224 s.

12. Forrester Dzh. Osnovy kibernetiki predprijatija / Dzh. Forrester; [per. s angl. D.M. Gvishiani]. - M. : Progress, 1971. - 765 s.

A. Tsyutsyak, Lecturer

Ivano-Frankivsk University of Law Named After Danylo Galytskyy, Ivano-Frankivsk MORERN STATE OF ACCOUNTING AND TAXING OF FRANCHISING IN A RESTAURANT BUSINESS

It is covered the nature of franchising as the system of franchiser trade network development and as the form of business organization of the entrepreneurs who have the rights for running business under the brand of franchiser. The modern state of accounting operations according to the franchising agreement in a restaurant business is analyzed. The article enlights the problems of accounting operations' appearing during the creation of the trade mark by the franchiser, the getting of the franchise, and the charging of the franchising expenses and the bonus to a franchiser.

Considering the institutional theory, it is proposed to divide the franchising expenses (connected with the franchising agreement) into pre-franchising and franchising and to interpret them as the expenses of operations' coordination. We explain the order of franchising accounting.

1. Borodina Zh.N. Pravovoe regulirovanie kommercheskoj koncessii (franchajzinga) : [monografija] / Zh.N. Borodina. -Kazan' : Poznanie, 2008. - 120 s.

2. Kulemina N.V. Uchet franchajzingovih operacij na predprijatijah passazhirskogo avtotransporta / N.V. Kulemina // Vestnik Saratovskogo gosudarstvennogo social'no-jekonomicheskogo universiteta. - 2008. - № 1. - S.74-76.

3. Matusevich M.S. Osobennosti marketinga franchajzingovyh setej predprijatij pitanija / M.S. Matusevich / Nauchno-informacionnyj zhurnal "Jekonomicheskie nauki". - 2011. - № 3. - S. 230-233.

4. Suchkov A.V. Efektivnist' franchajzingu jak instrumentu investicijnoi dijal'nosti pidpriєmstv harchovoi promislovosti : avtoref. dis. na zdobuttja nauk. stupenja kand. ekon. nauk: spec. 08.00.04 - ekonomika i upravlinnja pidp^mstvami(harchova promislovist') / A.V. Suchkov / Nacional'nij universitet harchovih tehnologij. - K., 2010. - 22 s.

5. Civil'nij kodeks Ukraini vid 16.01.2003 r. № 435-IV [iz zminami i dopovnennjami] [Elektronnij resurs] // Verhovna Rada Ukraini: [sajt]. - Rezhim dostupu: http://zakon2.rada.gov.ua/laws/show/435-15.

6. Proekt Zakonu Ukraini "Pro franchajzing" [Elektronnij resurs] // Verhovna Rada Ukraini: [sajt]. -http://w1.c1.rada.gov.ua/pls/zweb2/webproc4_2?skl=4&pf3516=8241.

7. Filina F.N. Franchajzing: pravovye osnovy dejatel'nosti : [monografija] / F.N. Filina. - M. : GrossMedia, 2008 (Velikie Luki). - 189 s.

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8. Sosna S.A. Franchajzing. Kommercheskaja koncessija : [monografija] / S.A. Sosna, E.N. Vasil'eva - M.: IKC "Akademkniga", 2005. - 375 s.

9. Momot L.V. Buhgalters'kij oblik franshizi / L.V. Momot, O.V. Ovdij // Naukovi praci NUHT. - 2010. - № 35. - S. 173-178.

10. Gospodars'kij kodeks Ukraini vid 16.01.2003 № 436-IV [iz zminami і dopovnennjami] [Elektronnij resurs] // Verhovna Rada Ukrarni: [sajt]. - Rezhim dostupu: http://zakon2.rada.gov.ua/laws/show/436-15.

11. Aliev T. Franchajzing v nalogovom i buhgalterskom uchete / T. Aliev // BUHGALTER & ZAKON. - 2011. - № 12. -C.44-49.

12. Vodop'janova O. Dogovori vid A do Ja / O. Vodop'janova // Special'nij vipusk buhgalters'kogo tizhnevika "Debet-Kredit", 2009. - № 03-04. - Chast. 1.

13. Zhitna I.P. Uchetno-pravovye problemy franchajzinga v Ukraine / I.P. Zhitna, M.Ju. Manuhina // Naukovi praci KNTU. Ekonomichni nauki. - Vip. 7. - Chast. II - Kirovograd: KNTU, 2005. - 528 s. - S.12-18.

14. Visochan O.S. Franchajzing v turizmi: problemi v oblikovomu vidobrazhenni / O.S. Visochan // Suchasni problemi ekonomiki i menedzhmentu : tezi dopovidej mizhnarodnoi' naukovo-praktichnoi' konferencii', L'viv, 10-12 listopada 2011 roku. - L'viv : Vidavnictvo L'vivs'koi' politehniki, 2011. - S.453-454.

15. Borovich O.V. Oblik ta analiz neprjamih vitrat sil's'kogospodars'kih pidp^mstv : avtoref. dis. na zdobuttja nauk. stupenja kand. ekon. nauk: spec. 08.00.09 - buhgalters'kij oblik, analiz ta audit(za vidami ekonomichnoi' dijal'nosti) / O.V. Borovich / Nacional'nij naukovij centr "Institut agrarnoi' ekonomiki". - K., 2010. - 17 s.

16. Lisa O. Oblikovo-pravovi aspekti franchajzingu / O. Lisa, R. Andrushko // Visnik L'vivs'kogo nacional'nogo agrarnogo universitetu. - 2013. - t.№ 20. - S.200-205.

N. Butenko, PhD in Economics, Assosiate Professor Taras Shevchenko National University of Kyiv, Kyiv,

K. Pankova, PhD Student Lutsk Natioanal Technical University, Lutsk

ENVIRONMENTAL AND ECONOMIC MANAGEMENT OF THE PARTNERSHIP NETWORKS IN THE CONCEPT OF SUSTAINABLE DEVELOPMENT OF THE NATIONAL ECONOMY

In the existing conditions of industrial markets development, Ukrainian companies are losing competitiveness due to inefficient use of resources, not ecological production process and environmental pollution. This article summarizes the existing theoretical basis and develops practical recommendations for the forming of marketing ecologization system for domestic enterprises. Providing the sustainable socio-economic development in Ukraine requires creation of theoretical, methodological and practical basis introducing the eco-oriented business concept implementation. The concept of environmental marketing aims to strengthen the company's position in the market and facilitate building of long-term and transparent relationships between the consumers and the producers. It is necessary to develop a system of means in environmental marketing and improve the existing system of environmental certification and labeling of products and services. Implementation of these proposals will improve the environmental prosperity of consumer and society as a whole.

1. Baker, M. Marketing// M. Baker (red). - SPb.: Piter, - 2002 r - 1200 s.

2. Illyashenko S.M, Prokopenko O.V., Environmental Marketing// [Elektronnyy resurs] - Rezhym dostupu: http://essuir.sumdu.edu.ua/bitstream/123456789/8550/1/2003_19.pdf

3. Karavayeva N.V., A comprehensive evaluation of the effectiveness of environmental regulation aiming to ensure sustainable development of the territory: dys. kand. ekon. nauk: 08.08.01 - Sumy, 2005. - 230 s.

4. Kozub N.N., Marketing and ecology: features and perspectives // Ahrarnyy visnyk Prychornomor'ya, Ekonomichni nauky, - # 49 - 2009 r.

5. Comprehensive program of implementation at the national level of the decisions, made at the World Summit on

Sustainable Development for 2003-2015, approved by the Cabinet of Ministers of Ukrainie on April, 26, 2003 #634 [Elektronnyy resurs]. - Rezhym dostupu: http://www.ekmair.ukma.kiev.ua/bitstream/123456789/142/1/ukraine-

sustainable_development-role_of_education-guide.pdf

6. Mel'nyk L.H. Environmental economics: Uchebnyk. - Sumy: Yzdatel'stvo "Unyversytetskaya knyha", 2001. - 350 s.

7. Mel'nyk L.H., Khens L., Socio-economical potential of sustainable development: Uchebnik // L.H. Mel'nyk, L. Khens (red.). - Sumy: YTD "Unyversytetskaya knyha", 2007. - 1120 s.

8. Mel'nyk L.H., Shapochky M.K. The basis of ecology. Environmental economics and management of nature: Pidruchnyk // L.H. Mel'nyk, M.K. Shapochky (red..). - Sumy: vTd "Universytets'ka knyha", 2006. - 759 s.

9. Rashchenko A.V. Essence and evolution of environmental marketing // [Elktronnyy resurs] - Rezhym dostupu: http://www.nbuv.gov.ua/portal/soc_gum/znpen/2011_7/16SEM.pdf

10. Rudenko L.H., Bilyavs'kyy H.O., Horlenko I.O. Assessment of the World Summit on Sustainable Development (Johannesburg, 2002)outcomes implementation in Ukraine// L.H. Rudenko, H.O. Bilyavs'kyy, I.O. Horlenko ta in.. - K.: Akademperiodyka, 2004. - 208 s.

11. Khlobystov Ye.V. Environmental security of transformational economics // S.I. Dorohuntsov (red..). - RVPS Ukrayiny NAN Ukrayiny - K.: Ahentstvo “Chornobyl'interinform”, 2004. - 336 s.

12. Shevchuk V.O. Global Mission of Ukraine and national model for sustainable development// "Ekonomist" - 2006r. -#1 - S. 62-65

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