Business marketing activities in Ukraine during wartime

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The war in Ukraine dealt a crushing blow to the country’s economy. The relevance of the topic is due to the marketing ability to be an effective tool for restoring and developing business in Ukraine. The paper aims to define the state and prospects for developing business and its marketing component during the war in Ukraine. The research analysis demonstrates that the share of business representatives who completely or partially ceased their activities during the first three months of the war decreased from 75.3% in March to 49.0% in May (compared to February 24, 2022), which is indicative of the gradual resumption of business in Ukraine. At the same time, it was found that in May 2022, the food retail, non-food retail, household appliances, and electronics sectors partially resumed their work. The best renewal rates are observed in the jewelry sector, and the worst – in the entertainment sector. A study of marketing activities in Ukraine shows that the most positive changes regarding gradual renewal are observed in digital marketing. The paper highlights the key consequences of hostilities for Ukrainian business and its marketing activities: supply chain disruption, reduced purchasing power, changes in consumer demand, stockpiling, and a state of uncertainty among business representatives. In addition, the study offers general approaches to adapting marketing and SMM during the war to preserve, restore, and further develop business in Ukraine.

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    • Figure 1. The state of business activity in Ukraine (in relation to February 24)
    • Figure 2. Estimating existing/closed retail facilities as of April 21, 2022
    • Figure 3. Annual growth rates of digital ads` spending in Ukraine from 2013 to April 2022
    • Data curation
      Maxim Korneyev, Volodymyr Dzhyndzhoian, Tatiana Kubakh, Kostiantyn Horb
    • Formal Analysis
      Maxim Korneyev, Volodymyr Dzhyndzhoian, Tatiana Kubakh, Kostiantyn Horb
    • Investigation
      Maxim Korneyev, Ivan Berezhniuk, Volodymyr Dzhyndzhoian, Tatiana Kubakh, Kostiantyn Horb
    • Resources
      Maxim Korneyev, Volodymyr Dzhyndzhoian, Tatiana Kubakh, Kostiantyn Horb
    • Validation
      Maxim Korneyev, Volodymyr Dzhyndzhoian
    • Writing – original draft
      Maxim Korneyev, Ivan Berezhniuk, Volodymyr Dzhyndzhoian
    • Writing – review & editing
      Maxim Korneyev, Ivan Berezhniuk, Volodymyr Dzhyndzhoian, Tatiana Kubakh, Kostiantyn Horb
    • Conceptualization
      Ivan Berezhniuk, Volodymyr Dzhyndzhoian
    • Funding acquisition
      Ivan Berezhniuk
    • Methodology
      Ivan Berezhniuk, Volodymyr Dzhyndzhoian
    • Project administration
      Ivan Berezhniuk
    • Software
      Ivan Berezhniuk, Volodymyr Dzhyndzhoian
    • Supervision
      Ivan Berezhniuk, Tatiana Kubakh, Kostiantyn Horb
    • Visualization
      Tatiana Kubakh, Kostiantyn Horb