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The ultimate aims of the research are to identify, on the basis of a systematic analysis, the peculiarities of digitalization of the processes of establishing business entities in Ukraine, to structure the relevant totality of organizational and managerial actions in the context of the actual state and potential of their digitalization, to develop a methodology for quantifying the degree of digitalization in the business establishment procedure and assess the impact of its individual organizational components on the final integrated indicator of digitalization. In modern research, significant attention is directed towards the digitalization of economic activities. The article proves the importance of systematically structuring the processes involved in establishing business entities to determine the extent of their digitalization. Such an approach enables the identification of components within the business establishment process that hold promise for digital transformation, representing a crucial factor in enhancing the efficiency of both the business sector and state regulatory institutions. The article provides a comparative analysis of the digitalization processes involved in establishing businesses in the “individual entrepreneur” and “Limited Liability Company” formats. This comparison enabled the identification of specific dependencies regarding the degree of digitalization within the establishment process based on the organizational and legal structure of the business being established. Methodical approaches for quantifying the degree of digitalization in the processes of establishing business entities were proposed. The article presents a structure for the processes of establishing business entities in Ukraine, which consists of six stages. Within each stage, corresponding sets of organizational actions are outlined, distinguishing between digital and non-digital forms. The potential for transforming non-digital organizational actions into digital ones was also identified. A methodology for expert evaluation of the weighting coefficients of the importance of individual components (organizational actions) of the overall process of business establishment was proposed. Based on the application of this methodology, quantitative parameters for assessing the strength of the impact of individual organizational actions on the overall level of digitalization of the process of establishing business entities were suggested. The article also justifies the priority directions for further digitalization of the process of establishing business entities in Ukraine. The key actors in implementing these directions are both the founders of business entities and managers, as well as the relevant state bodies. The article introduces indicators of the average and marginal propensity of founders to digitalize organizational actions when establishing business entities. The indicator of the marginal propensity for digitalization is essential for evaluating the dynamics of digitalization in the processes of establishing business entities. Its utilization enables the determination of how the overall level of digitalization in the business establishment process will change due to the transformation of another “traditional” organizational action into a digital format. The article calculates the actual degree of digitalization of the processes of establishing business entities in Ukraine on the examples of “individual entrepreneur” and “Limited Liability Company”. A methodology was developed and calculations were conducted to assess the potential for its enhancement through further digitalization of a certain totality of organizational actions.

The purpose of the conducted research is to develop indicators of the structure of the share capital of joint-stock companies and methods of their quantitative determination, as well as to explore the impact of the distribution of shares on the distribution of the management resource of the company among the owners of shares. In modern studies, much attention is paid to the issues of quite complex interaction of different groups of shareholders in the process of creating and running a relevant business. The article proves that the nature of these relationships, their effectiveness and features of corporate management of the enterprise are largely defined by the structure of shares distribution in the company. A group of indicators is proposed for characterizing the structure of shares distribution in a jointstock company: concentration, dispersion and differentiation of share capital. A methodology of their quantitative calculation has been developed. The indicator of share capital concentration shows the degree of concentration of share capital among the company’s participants, which makes it possible to accurately determine whether a particular joint-stock company belongs to a certain model of corporate governance. The indicator of share capital differentiation shows the extent to which packages of shares within a jointstock company differ in volume and, accordingly, in the management resources of their owners. The concept of collective and individual management resources in a joint-stock company has been introduced. The article reports a methodology for calculating the management resource of each package of shares, which allows to determine more accurately and quantitatively the available opportunities for managerial influence of their owners on the enterprise’s activity compared with the use of nominal indicators of the size of the share packages. It has been revealed that the deviation of the values of the shareholders’ management resources from the indicators of the relative sizes of their packages of shares occurs as a result of the differentiation of the share capital. The specified dependence is proportional – the higher the capital differentiation is, the more significantly the available management resource of shareholder deviates from the nominal value of his package of shares, and vice versa. The indicator of share capital dispersion characterizes the degree (depth) of the division of the statutory share capital into separate parts (packages of shares). It has been found that this indicator by itself does not affect the implementation of the management function, i.e. it is indifferent (insensitive) to the parameters of establishing the management control in the company

The marketing environment of universities’ activities in Ukraine is changing dramatically. As a result, the system of chances and risks for universities is constantly changing. Therefore, timely detection of changes in the marketing environment and effective management ensure the competitiveness of the universities. The aim of the article is to identify the marketing environment dominants of the Ukrainian universities, as well as to assess the efficiency of marketing tools application in the system of universities’ management. On the basis of statistical and primary data analyses, the higher education market in Ukraine both at the state and regional levels has been assessed and the university’s dependence on market sources of funding has been substantiated. As the modern domains of the marketing environment of universities, changes in the distribution of state-funded places, the impact of external independent testing, and the intensification of competition between universities are determined. The influence of external independent testing on structural intersegmental changes concerning the choice of specialties of universities’ entrants is proved. The comparative characteristics of the marketing management tools in Ukrainian and Polish universities are considered. The obtained results outline the importance of strengthening the marketing orientation of management in universities.