UKRAINE’S STRATEGIC PRIORITIES IN ADVANCING A PROACTIVE MODEL OF ECONOMIC DIPLOMACY

Abstract

The article explores the strategic priorities for advancing an offensive model of Ukraine’s economic diplomacy in the context of the transformation of the global economic environment, the ongoing armed aggression of the Russian Federation, and the growing intensity of interstate competition for markets, technologies, and investment capital. The study conceptualizes an offensive approach to economic diplomacy as a fundamental shift from a predominantly service-oriented institutional model toward a proactive, strategically driven, and project-based paradigm focused on achieving measurable economic outcomes. It is argued that Ukrainian diplomatic missions should evolve from providing advisory services to delivering comprehensive support and facilitation of international economic projects. This transition is closely linked to the adoption of modern management tools, including the balanced scorecard approach and the implementation of Key performance indicators (KPIs) for diplomatic personnel, aimed at improving institutional efficiency, accountability, and results-oriented performance. Particular emphasis is placed on the development of a digital hub for Ukraine’s economic diplomacy based on the Nazovni platform, enhanced through the integration of artificial intelligence technologies and predictive analytics. In parallel, the paper highlights the urgent need to establish a unified information ecosystem by ensuring deep integration with state registers, customs statistics, international analytical databases, and Customer Relationship Management (CRM) systems used by Ukraine’s diplomatic missions abroad. The article also examines the strategic dimensions of Ukraine’s «policy of new horizons», which is aimed at fostering diversified and resilient partnerships with countries of the Global South, particularly in Africa. Priority areas of this policy include intensifying trade and economic cooperation, expanding investment engagement, increasing exports of Ukrainian goods, and developing new logistics and production networks. The findings suggest that expanding Ukraine’s presence in African markets, despite persistent perceptions of instability, can significantly contribute to the diversification of foreign economic relations, enhance the global competitiveness of Ukrainian producers, and create additional opportunities for investment cooperation and effective diplomatic engagement in the global arena.