TRADE AND INVESTMENT RELATIONS BETWEEN UKRAINIAN BUSINESS AND THE EUROPEAN UNION IN NEW GEOPOLITICAL REALITIES

Abstract

Problem Statement. In the context of geopolitical changes, Ukrainian businesses, in pursuit of sustainable and innovative development, are reorienting toward the European market. This shift enables them to meet current external requirements, ensure long-term stability, competitiveness, growth, and investment attractiveness. The purpose of the article is to examine the business activity of Ukrainian enterprises in the EU market and to identify the problems and barriers to market access, which will make it possible to determine перспективні directions for the development of trade and investment relations between Ukraine and the EU in the new geopolitical realities. The object of the study is the processes of Ukrainian businesses entering the European market, the associated problems and barriers, as well as ways to overcome them. Methods. The theoretical and methodological basis of the study is grounded in general scientific methodology, combining general and specialized research methods, including analysis and synthesis, statistical, monographic, and logical methods, as well as induction and deduction. This approach made it possible to identify and reveal the main external barriers and to outline mechanisms for facilitating access to the European market. Research hypothesis is based on the assumption that entry into the European market can be ensured through the implementation of an effective national policy. Main Findings. The study examines shifts in the geographical structure of Ukraine’s foreign trade with the EU and identifies its stages. A statistical overview of the position of Ukrainian producers in the EU market is provided. Trends in the development of Ukrainian industry, particularly mechanical engineering, are analyzed, and the main problems and barriers to entering the European market are identified. A statistical review of exports of selected categories of Ukrainian agricultural products to the EU is conducted, highlighting the key challenges and barriers to EU market access. Originality and Practical Significance. The study substantiates the need for further development of state policy aimed at enhancing production and export potential through the formulation of a comprehensive industrial policy and the harmonization of principles and modern approaches to state support of the economy with those already established or emerging in the EU. Conclusions. It is demonstrated that Ukraine’s prospects for European integration generate a number of challenges related to the need to improve and further develop state policy for strengthening production and export potential. Such policy should effectively combine and coordinate various investment incentives, tax benefits, foreign trade regulation instruments, trade diplomacy, measures to facilitate access to financial resources, and the development of education and technical training of specialists. Further research into international expansion requires the active use of digital technologies, adaptation of products to European market requirements, and improvement of logistics processes. Therefore, this range of issues requires separate and in-depth scientific study.