Journal content No6 (june) 2026 y.

Annotation: With modern marketing structures more complex and data-rich than ever before, organizations are under growing pressure to optimize performance without adding the cost associated with doing so. Although there are many approaches that suggest that budget expansion is a primary driver of growth, emerging evidence is pointing out that inefficiencies within marketing systems mean that the return on marketing investment (ROMI) is often constrained. The Efficiency-Driven Marketing Optimization Model (EDMOM) as an analytical frame which the author developed serves to improve the performance of marketing with process and allocation optimization. Based on literature within the fields of marketing analytics, customer journey theory and omnichannel strategy, this study defines marketing inefficiency in terms of misallocation of resources as a product of misguided funnel dynamics. The model incorporates financial metrics such as CPL and CAC with funnel-based analytics to uncover structural inefficiencies and resource misallocation. Data to date suggests there exists a significant efficiency gap at transition stages in the funnel and fragmented omnichannel environments, thereby resulting in inflated acquisition costs despite stable lead generation performance. The study also adds to the literature by discussing a system-level strategy to marketing optimization, with higher ROMI generation by optimizing funnel efficiency and budget allocation at the same time while remaining in equilibrium with total marketing expenditure.

Annotation: (Українська) Стаття присвячена розгляду перспективним напрямам розвитку сервісної діяльності для підприємств готельного та ресторанного бізнесу. В статті розглянуто теоретичні засади сервісної діяльності індустрії гостинності, а також проаналізовано та систематизовано перспективні напрямки розвитку сервісу, враховуючи актуальні світові тренди. Також, окремо розглянуто шляхи удосконалення сервісу для вітчизняних підприємств, враховуючи внутрішню ситуацію в країні, а також потреби місцевих споживачів. Дана стаття розглядає комплексний підхід впливу різних факторів на сервісну діяльність готельно-ресторанних підприємств, зокрема враховуючи чинники зовнішнього середовища. В статті наведений прямий взаємозв’язок між діяльністю підприємством в процесі створення продукту гостинності та лояльністю споживачів.

Annotation: Every year, more than 300 million people visit U.S. national parks. Managing such large numbers of visitors without harming the environment requires specific solutions, and over the past century, these solutions have been compiled into a body of documented best practices. This article examines which approaches have proven effective, where unexpected consequences have arisen and what practical lessons can be learned from this experience by managers of protected areas. The role of travel agencies is also considered: data from three independent Ukrainian agencies showed a reduction in the number of incidents during trips of between 47% and 58% following the introduction of mandatory pre-departure briefings for clients. The article concludes that a combination of regulatory, educational and technological measures, aligned with continuous monitoring of the actual state of ecosystems, is key. The pre-departure preparation methodology developed by the author, formalized as the CXC-360 Visitor Preparation Framework, represents a scalable model applicable beyond the Ukrainian context.

Annotation: The article investigates the comprehensive transformation of the operational environment of the independent US automotive aftermarket. The subject matter is examined in the context of the transition from traditional highly specialized transponders to programmable ecosystems of universal smart keys and multi-protocol superchips. Special attention is given to microeconomic shifts, problems of cryptographic fragmentation and cognitive adaptation of human capital to the new digital reality. The work is directed at identifying pathways for the optimization of logistical resources, the minimization of technological risks and the institutional legalization of processes through federal cybersecurity standards. The research architecture is based on a pragmatic approach applying a convergent mixed-methods design. The quantitative stage includes financial modeling and operational time studies based on 120 American service centers. The qualitative stage relies on unstructured expert consultations with 45 certified vehicle security professionals and thematic synthesis of their cognitive load. The use of multi-protocol superchips creates a “sandbox environment” that fosters a heuristic approach to programming. The extensive model of physical inventory accumulation is increasingly supplemented or superseded by digital flexibility, which reduces the warehouse nomenclature by approximately 84.3%. The key achievement of innovation management is the improvement of cognitive ergonomics: the decoupling of cryptographic code from the hardware carrier and the possibility of multiple rewriting of superchips institutionalize the “right to error”. This substantially reduces cognitive overload and the professional stress level of engineers by approximately 62%. The successful assimilation of technologies is possible only under strict legal compliance (NASTF, SDRM), which transfers specialists into the status of authorized data analysts, challenging traditional dealer service models.