Actual problems of innovative economy and law

Journal "Actual problems of innovative economy and law" is included in category B for specialties: in the field of knowledge "Management and administration": 073, 076 (order of the Ministry of Education and Science of Ukraine dated 23.08.2023 No. 1035) and 071, 072, 075 (order of the Ministry of Education and Science of Ukraine dated 12.20.2023 No. 1543); in the field of knowledge "Social and behavioral sciences" 051 (order of the Ministry of Education and Science of Ukraine dated August 23, 2023 No. 1035); in the field of knowledge "Law" - 081 and "Public management and administration" - 281 (order of the Ministry of Education and Science of Ukraine dated 12.20.2023 No. 1543).
Registration of an entity in print media: Decision of the National Council of Ukraine on Television and Radio Broadcasting No. 1390 dated 11/16/2023. Media identifier: R30-02018
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Інтеграція територіального маркетингу та цифровізації публічно-адміністративних послуг у забезпеченні розвитку громад в умовах війни та післявоєнного відновлення

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УДК: 332.14:352:004.9:339.138

DOI: https://doi.org/10.36887/2524-0455-2026-2-26

Popadynets Nazariy
Doctor of Economics Sciences, Senior Researcher, Acting Director, Senior Researcher of the Department of Regional Economic Policy
Separated Structural Subdivision Educational and Research Institute of Spatial Planning and Advanced Technologies of Lviv Polytechnic National University; Dolishniy Institute of Regional Research of NAS of Ukraine
https://orcid.org/0000-0002-7556-6135
Tymkovych Oksana
Candidate of Economic Sciences, Associate Professor, Associate Professor of the Department of Economy and Marketing
Separated Structural Subdivision Educational and Research Institute of Spatial Planning and Advanced Technologies of Lviv Polytechnic National University
https://orcid.org/0000-0003-3262-0768
Zhuravel Yuliya
Candidate of Economics Sciences, Senior Lecturer of the
Department of Economy and Marketing Lviv, Ukraine
https://orcid.org/0000-0003-4065-540x

Published: 31.05.2026

This article presents a rationale for integrating territorial marketing and the digitalization of public administrative services as complementary tools for the development of local communities during wartime and post-war recovery. It is demonstrated that, in today’s environment, community marketing cannot be limited to branding or promoting tourism, investment, or spatial advantages; it must also foster the territory’s actual reputation through the quality, accessibility, speed, transparency, and convenience of services for residents, businesses, internally displaced persons, veterans, investors, civil society organizations, and international partners. It is proposed to view the digitalization of public administrative services not only as the technological modernization of management processes, but as a service foundation for territorial marketing that builds trust in local authorities, reduces transaction costs, ensures continuous communication between the community and service users, promotes transparency in decision-making, and enhances the territory’s competitiveness in the race for human capital, entrepreneurial activity, investment, and resource recovery. The study emphasizes that under conditions of martial law and post-war reconstruction, digital services constitute an important component of the community’s security, social, and economic stability; however, access to administrative, social, informational, and advisory services must be maintained even under conditions of physical restrictions, population displacement, infrastructure destruction, or increased pressure on local institutions. The key mechanisms for integrating territorial marketing and the digitalization of public administrative services are systematized as follows: institutional coordination, service design, communication-reputation, analytics-data, investment-recovery, and inclusive security. It is demonstrated that their interaction enables a transition from fragmented use of digital tools to a holistic, service-oriented model of community development. Practical tools for implementing such mechanisms are proposed, including a digital community profile, omnichannel services, marketing analytics of user requests, digital offices for businesses and investors, online maps of services and project recovery, CRM logic for stakeholder engagement, e-consultations, open monitoring dashboards, interactive registries of needs and projects, as well as digital feedback channels.

Keywords: regional marketing, digitalization, public services, administrative services, local communities, Administrative Service Centers, Diya, recovery, service-oriented state, investment attractiveness.

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Popadynets N. , Tymkovych O. , Zhuravel Y. Інтеграція територіального маркетингу та цифровізації публічно-адміністративних послуг у забезпеченні розвитку громад в умовах війни та післявоєнного відновлення. Actual problems of innovative economy and law. 2026. №2. 121-126 pp. https://doi.org/10.36887/2524-0455-2026-2-26

Quote article, MLA style

Popadynets N. , Tymkovych O. , Zhuravel Y. Інтеграція територіального маркетингу та цифровізації публічно-адміністративних послуг у забезпеченні розвитку громад в умовах війни та післявоєнного відновлення. Actual problems of innovative economy and law. https://doi.org/10.36887/2524-0455-2026-2-26