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RESEARCH CENTER FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS of Ukraine (KHARKIV, UKRAINE)

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Liburkina L. M.

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Clustering of Ukraine’s Regions by the Level of Risks in Realizing the Investment and Marketing Potential of Territorial Communities
Uhodnikova O. I., Rudachenko O. O., Troian V. I.

Uhodnikova, Olena I., Rudachenko, Olhа O., and Troian, Vladyslava I. (2026) “Clustering of Ukraine’s Regions by the Level of Risks in Realizing the Investment and Marketing Potential of Territorial Communities.” Business Inform 9:276–287.
https://doi.org/10.32983/2222-4459-2026-9-276-287

Section: Regional Economy

Article is written in Ukrainian
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UDC 332.146.2:339.138:311.216(477)

Abstract:
The article substantiates the theoretical and methodological foundations for assessing and clustering Ukraine’s regions by the level of risks affecting the realization of the investment and marketing potential of territorial communities under martial law and postwar recovery conditions. Five groups of risks are systematized – security, infrastructural, financial-economic, socio-demographic, and institutional-managerial – which determine the capacity of territorial communities to attract investment and promote their potential effectively. A methodological approach to clustering regions is proposed, based on Ward’s hierarchical method with subsequent refinement using the k-means method on a standardized set of indicators. Based on the cluster analysis, four clusters of regions are identified, ranging from conditionally stable to critical risk levels, each characterized by a specific combination of dominant risks and a different degree of actual realization of the investment and marketing potential of territorial communities. It is proved that a unified approach to territorial investment promotion is inexpedient under wartime conditions: differentiated management measures and marketing promotion tools are substantiated for each cluster – from active brand management of «territories of opportunity» in safe regions to forming a «deferred» investment portfolio and compensation mechanisms for communities at critical risk levels. The results obtained can be used by local self-government bodies and State institutions to develop a regionally differentiated investment and marketing policy.

Keywords: investment and marketing potential; territorial communities; cluster analysis; regional risks; regional development; regional clustering; place marketing.

Fig.: 1. Tabl.: 3. Bibl.: 22.

Uhodnikova Olena I. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Finance, Accounting, and Business Security, O. M. Beketov National University of Urban Economy in Kharkiv (17 Chornohlazivska Str., Kharkіv, 61002, Ukraine)
Email: [email protected]
Rudachenko Olhа O. – Doctor of Sciences (Economics), Professor, Professor, Department of Entrepreneurship and Business Administration, O. M. Beketov National University of Urban Economy in Kharkiv (17 Chornohlazivska Str., Kharkіv, 61002, Ukraine)
Email: [email protected]
Troian Vladyslava I. – PhD, Senior Lecturer, Department of Management and Public Administration, O. M. Beketov National University of Urban Economy in Kharkiv (17 Chornohlazivska Str., Kharkіv, 61002, Ukraine)
Email: [email protected]

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