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Economy, finances, management: topical issues of science and practical activity

space SCIENTIFIC JOURNALS OF VINNITSA NATIONAL AGRARIAN UNIVERSITY
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Issue №: 3 (77)

Published: 2026.10.12
DOI: 10.37128/2411-4413-2026-3


Description:
The journal deals with the issues of efficiency of functioning of the national economics and organizational forms of management of the national economy. Attention is paid to the problems of marketing, management and efficiency of production and economic activity of agrarian enterprises. The issues of public administration and administration, accounting and taxation, banking and insurance, forecasting and modeling of economic processes, foreign economic activity, commodity flows of economic entities and their infrastructure support.

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MANAGING THE PROCESS OF FORMING A POSITIVE IMAGE OF THE ENTERPRISE IN THE CONTEXT OF MILITARY TRANSFORMATIONS

DOI: 10.37128/2411-4413-2026-3-5
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SEMENCHUK Tetiana – Candidate of Economic Sciences, Professor of the Department of Business Management and Logistics Flows, National Transport University (01010, Kyiv, 1, Mykhaila Omelianovycha-Pavlenka Str., e-mail: semenchyktb81@gmail.com, https://orcid.org/0000-0001-7834-1655).

ONOSHKO Taras – Postgraduate Student of the Fourth Year of Study of the Department of Business Management and Logistics Flows, National Transport University (01010, Kyiv, 1, Mykhaila Omelianovycha-Pavlenka Str., e-mail: tarasonoshko@gmail.com, https://orcid.org/0009-0005-9284-0377).

Annotation

This study identifies key approaches to managing the process of building a positive corporate image under martial law, a period characterized by significant changes in the economic environment, an increase in information risks, and heightened reputational sensitivity among stakeholders. It is argued that wartime conditions impose new requirements on corporate behavior, necessitating adaptive management of image-building processes focused on ensuring trust, transparency, social responsibility, and business sustainability. It has been established that a positive image during a crisis is a strategic resource for a company, one that is shaped not only by communication efforts but also by concrete actions to support employees, ensure business continuity, and participate in social, humanitarian, and volunteer initiatives.

An algorithm has been developed to manage the process of building a positive corporate image under martial law, which involves sequentially completing the following interrelated stages: assessing the company’s current image; identifying the target groups and their expectations; developing a target model for a positive image; developing and implementing a set of image-building measures; monitoring the results and adjusting management decisions. It has been determined that the implementation of the algorithm should be based on a combination of communication, organizational, social, and reputational tools, including ensuring transparency of information, using digital communication channels, responding promptly to negative information signals, supporting employees, and developing socially responsible initiatives.

The adaptive nature of the proposed algorithm has been substantiated; it allows for the prompt adjustment of image policy in response to the changes in the security situation, the information environment, stakeholder expectations, and the emergence of reputational risks. It has been demonstrated that its application contributes to strengthening a company’s reputational capital, increasing stakeholder trust, ensuring stable communications, and creating the conditions necessary to maintain competitiveness and long-term business development under martial law.

Keywords: model, development, image, enterprise, crisis-driven transformations, martial law, management, process

List of references

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About the journal

Topics of the journal:

С1 Economics and International Economic Relations (by specialization)

D1 Accounting and Taxation

D2 Finance, Banking, Insurance and Stock Market

D3 Management

D4 Public Management and Administration

D5 Marketing

D7 Trade

J3 Tourism and Recreation

 

Keywords: economics , international economic relations , accounting , taxation , finance , banking , insurance , stock market , management , public management and administration , marketing , trade , tourism and recreation
Key information:
ISSN (print): 2411-4413
DOI: 10.37128
All-Ukrainian scientific and production journal “Economics, finance, management: topical issues of science and practical activity” is a peer-reviewed open-access journal that publishes original research, theoretical articles and reviews on a wide range of economic and business issues. The articles, which have scientific and scientific-practical significance, highlight theoretical and methodological aspects of the development of agrarian sector of economy and related industries, the results of fundamental and applied research.
 
The purpose of the journal is to highlight the results of fundamental and applied research in the field of economic sciences, aimed at developing modern approaches to managing economic processes, financial support for enterprise activities and increasing the efficiency of economic systems. The publication is focused on creating a scientific environment for the exchange of research results between scientists, higher education students and practitioners in economic sphere, as well as on the dissemination of modern scientific and methodological approaches to solving current economic and management problems. The journal contributes to the development of the research in the field of enterprise economics, finance, accounting, auditing, management, marketing, entrepreneurship, trade, tourism and recreation, public management and administration, economic development and international economic relations, which meets the modern needs of the socio-economic development of the state.
 
The journal’s objectives are:
 • publishing the results of fundamental and applied research in the fields of economics, international economic relations, finance, management, public administration, accounting, marketing, tourism and recreation, and entrepreneurship;
• promoting the development of modern methods of managing enterprises and organizations, increasing the efficiency of using financial and material resources;
• supporting the research aimed at improving the economic mechanisms of enterprise functioning, developing innovative activity, and increasing the competitiveness of economic structures;
• ensuring the scientific exchange of research results between higher education institutions, scientific institutions, and business entities;
• developing methods of economic analysis, forecasting, and modeling of socio-economic processes;
• disseminating of modern approaches to financial management, accounting, taxation, and control of economic activity;
• promoting the development of interdisciplinary research related to the economic support of the development of agrarian sector of economy and rural areas;
• integration of scientific research results into the international scientific space and increasing the level of scientific communication.
Publisher: Vinnytsia National Agrarian University
Link to the journal on the publisher’s website: ”Economics, finance, management: topical issues of science and practical activity”
Frequency of issue: 4 times a year.
Language of publication: Ukrainian, English.
Editor-in-Chief: Inna Honcharuk
State registration: Decision of the National Council of Ukraine on Television and Radio Broadcasting No. 1337 and No. 1178. Media identifier – R30-05171. Publisher registration number (EDRPOU) 00497236.
Publisher’s ROR: https://ror.org/05m3ysc06 Publisher’s DOI prefix: 10.37128 ISSN (print): 2411-4413
Publisher DOI prefix: 10.37128 ISSN (print): 2411-4413
The scientific journal is included in category "B" of the List of scientific professional publications of Ukraine, in which the results of dissertations for the degree of Doctor and Candidate of Sciences in the specialties C1 (051) - Economics, D1 (071) - Accounting and Taxation, D2 (072) – Finance, Banking, Insurance and Stock Market, D3 (073) – Management, D5 (075) – Marketing, D7 (076) – Entrepreneurship and Trade, (241) – Hotel and Restaurant Business, D4 (281) – Public Management and Administration (Order of the Ministry of Education and Science of Ukraine dated June 11, 2026 №928)
History of journal:

Founded in 1997 under the name ”Bulletin of Vinnytsia State Agricultural Institute”. In 2010-2014 it was published under the name “Collection of Scientific Papers of Vinnytsia National Agrarian University”. Since 2015 “Economics, finance, management: current issues of science and practical activity” (Certificate of State Registration of Mass Media No. 21154-10954 PR dated 12/31/2014).