Yasyshena V.
Doctor of Economic Sciences, Professor,
Professor of the Department of Economics, Accounting and Taxation
Dolyuk A.
Candidate of Economic Sciences,
Teacher of the Department of Finance, Banking and Insurance
Bagriy S.
Мaster of the Vinnytsia Educational and Scientific Institute of Economics of the West Ukrainian National University,
Ukraine, Vinnytsia

Abstract
The article considers approaches to improving the organization of advertising activities in medical institutions to increase their competitiveness. Nine stages were formed and revealed, which should be applied by medical institutions to increase their level of competitiveness, namely: market research; brand development; creation of a website and presence in social networks; targeted advertising; reviews and reputation; staff training and development; partnerships and networking; analysis of marketing and advertising results; compliance with laws and regulations.

Keywords: advertising, competitiveness, brand, marketing, website development, healthcare.

Aliyeva N.
PhD student in economics
Nakhchivan State University
Nakhchivan, Azerbaijan
ORCİD İD: 0009-0002-3108-4094

Abstract
This article explores the critical role of diversification in the sustainable growth and resilience of small businesses. Recognizing the unique challenges faced by small business owners, this practical guide delves into various diversification strategies designed to enhance competitiveness, mitigate risks, and unlock new opportunities. Drawing on real-world examples and expert insights, the article covers key considerations such as market research, resource allocation, and strategic planning. From product and service diversification to geographical expansion and digital transformation, the guide provides actionable steps for small business owners to navigate the complexities of diversification successfully. By understanding the nuances of diversification and implementing tailored strategies, small businesses can not only weather economic uncertainties but also thrive in dynamic markets. This comprehensive guide aims to empower small business owners with the knowledge and tools needed to make informed decisions and strategically diversify their operations for long-term success.

 Keywords:  Diversification, small business, resilience, growth strategies, risk mitigation, strategic planning

Parsyan A.
Candidate of Economic Sciences, ASUE
Tumasyan Z.
Candidate of Economic Sciences, ASUE
Hovsepyan T.
Medical College named after the pharmacist-artist
Levon Sargsyan

Abstract
The relevance and importance of the topic is substantiated in the article. The content of the concept of tourism and the Armenian specificity, the dynamics of the RA tourist visitors during 2015-2022, the analysis of the RA official statistical data are presented. The article substantiates the investment policy, main directions, and statistics implemented in the field of RA tourism. The table shows the amounts to be allocated from the RA state budget for 2020-2024. The specificity, vision and main goals of the development policy of the RA Tourism sector are studied. Appropriate conclusions are drawn.

Keywords: tourism, visitor, investment, state, investment policy for tourism development