Marketing Mechanism for the Adaptation of Ukrainian Enterprises to Wartime Conditions Amid Geopolitical and Economic Challenges

Authors

  • Svitlana Kovalchuk Professor, Head of the Department of Marketing and Management, Khmelnytskyi Cooperative Trade and Economic Institute, Ukraine
  • Iryna Perevozova Head of the Department of Entrepreneurship and Marketing Ivano-Frankivsk National Technical University of Oil and Gas, Ukraine
  • Anastasiia Abdullaieva Associate professor at the Department of Finance, Vinnytsia Institute of Trade and Economics of State University of Trade and Economics, Ukraine
  • Alona Tanasiichuk Professor of the Department of Marketing and Advertising, Vinnytsia Institute of Trade and Economics of State University of Trade and Economics, Ukraine
  • Ihor Zhuk Postgraduate student ESP Management Ivano-Frankivsk National Technical University of oil and gas, Ukraine.
  • Sergii Vyshniuk Postgraduate student, Khmelnytskyi National University, Ukraine.
  • Olena Garmatiuk PhD, Senior Lecturer at the Department of Marketing, Management and Business Management, Institute of Economy and Business Education, Pavlo Tychyna Uman State Pedagogical University, Uman, Ukraine

DOI:

https://doi.org/10.14207/ejsd.2025.v14n2p241

Keywords:

marketing mechanism, geopolitical challenges, economic challenges, logistics, adaptive marketing strategies, competitiveness, consumer demand, competition, logistics management, international markets, export restrictions, disrupted supply chains, trade barriers, resource management, allocate resources, Target Market Analysis (TAM), Iron and Steel, marketing adaptation mechanism, oreign economic activity of enterprises, exports, market convergence, trade openness, political stability, logistical constraints, transport infrastructure, Logistics flexibility, logistics potential of enterprises

Abstract

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Published

2025-06-01

How to Cite

Kovalchuk, S. ., Perevozova, I. ., Abdullaieva, A. ., Tanasiichuk, A. ., Zhuk, I. ., Vyshniuk, S. ., & Garmatiuk, O. . (2025). Marketing Mechanism for the Adaptation of Ukrainian Enterprises to Wartime Conditions Amid Geopolitical and Economic Challenges. European Journal of Sustainable Development, 14(2), 241. https://doi.org/10.14207/ejsd.2025.v14n2p241

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