Comparative Analysis of Resilience and Marketing Adaptation Strategies: An Integrated Company Resilience Index and a Crisis Planning Model

Abstract

The article examines the resilience strategies and marketing adaptation of Ukrainian enterprises under the conditions of Russia’s full-scale war against Ukraine, with a focus on the period 2022–2024. The purpose of the study is to develop and test an integrated resilience index for companies and clusters, as well as a crisis-planning model that combines the financial-export, operational-logistical, marketing, and institutional-organizational dimensions of business resilience. Based on statistical data on Ukraine’s foreign trade (State Statistics Service of Ukraine), the TOP-15 export commodity groups were selected and consolidated into three leading export-oriented clusters: agri-food (raw materials and processing), furniture manufacturing, and mechanical engineering and electrical equipment. For each cluster, sub-indices of financial-export, operational-logistical, marketing, and institutional-organizational resilience were calculated, along with an integrated resilience index, which made it possible to identify distinct resilience profiles – “financial-institutional” (agri-food sector), “marketing-operational” (furniture cluster), and a profile of unrealized strategic potential (mechanical engineering and electrical equipment). The analysis demonstrates that marketing adaptation – increasing the share of high value-added products, developing branding, digital sales channels, and geographical diversification – is a critical determinant of long-term resilience and cannot be treated as a secondary element of crisis management. Based on the results of the integrated assessment, cluster-specific directions of marketing adaptation in international markets were formulated and incorporated into a continuous crisis-planning model for enterprises. The practical significance of the study lies in the possibility of applying the proposed approach to prioritize instruments of state and regional export-support policies, as well as to develop corporate resilience strategies and marketing adaptation programs for Ukrainian companies during the war and the post-war recovery period.

Keywords: Resilience strategy, marketing adaptation, integrated company resilience index, crisis management, marketing strategy, marketing communication, consumer behavior in crisis conditions, branding during a crisis, digital marketing, adaptive marketing tools, brand positioning, innovation adaptability, financial business resilience, corporate social responsibility (CSR), sustainable marketing, anti-crisis marketing, export-oriented clusters, agri-food sector, furniture industry, mechanical engineering