ADAPTATION OF ENTERPRISES’ MARKETING STRATEGIES TO POST-WAR RECONSTRUCTION CONDITIONS: CHALLENGES AND OPPORTUNITIES

Abstract

The full-scale military aggression of the Russian Federation against Ukraine, launched in February 2022, has triggered profound structural transformations across all sectors of the national economy, fundamentally altering the operational conditions of domestic enterprises. The gradual stabilisation of the situation and the transition to an active phase of post-war reconstruction create a qualitatively new marketing context that combines substantial recovery demand with persistent resource uncertainty and a deeply reconfigured competitive landscape. The article examines the problem of adapting marketing strategies of domestic enterprises to post-war economic reconstruction. The essence and specificity of the post-war marketing environment are defined and distinguished from both stable peacetime conditions and the conditions of active hostilities. Four principal challenges confronting enterprises in the process of rebuilding their marketing activities are characterised: the transformation of the consumer environment, including large-scale population displacement and restructuring of demand hierarchies; the deficit and redistribution of financial, human, and material resources; information asymmetry caused by the destruction of market monitoring systems and the emergence of new competitors; and reputational and communicational challenges related to the need to reposition brand identity in line with post-war societal expectations. Alongside these challenges, the article identifies four key strategic opportunities of the recovery market: reconstruction demand, international openness through donor financing and preferential investment conditions, accelerated digital transformation of distribution channels, and redistribution of market shares following the withdrawal of a number of competitors. On this basis, the authors proposes a classification of five adaptive marketing strategies – reconstruction positioning, digital transition, international expansion, niche-capture, and social branding – and substantiates a practical algorithm for their selection according to the sectoral characteristics and resource potential of the enterprise. The sectoral specificity of marketing adaptation is analysed for both manufacturing enterprises and service-sector businesses, and the relevance of international post-conflict recovery experience is discussed in the context of formulating effective marketing approaches for Ukrainian enterprises.