Інноваційні підходи у мотиваційному управлінні в умовах змін і викликів

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Innovative approaches to managing staff motivation in the face of changes and challenges are explored. The author analyzes the main problems in modern motivation, the solution of which depends on the ability of companies to provide personalized support and adapt to the various priorities of employees. It is determined that integrating an individual approach into management practices will help build loyalty and increase employee productivity. The author considers Russia’s full-scale war against Ukraine to be the main challenge in the motivational management of Ukrainian companies. Changes in approaches to managing staff motivation and their adaptation to the conditions of the wartime period are considered. Attention is focused on ensuring the safety of employees as a motivation factor specific to current realities in Ukraine. Maintaining staff’s physical and psychological condition is emphasized, especially in the frontline regions where companies face direct risks to employees’ lives. Both sectoral and regional differences in the motivation of Ukrainian employees during the war are highlighted. In the context of Ukraine’s post-war recovery, the staff motivation system should consider both economic instability and the growing need for employees for stability and support. The article highlights innovative foreign practices in staff motivation management that are widely used in developed countries, including flexible working hours, cafeteria compensation packages, participatory corporate governance, and programs to support unique skills. It is substantiated that small businesses have the potential to become drivers of economic development through the introduction of flexible and socially oriented motivational systems. Recommendations for improving incentive systems in Ukraine after the war’s end, focusing on supporting small businesses are proposed. The recommendations aim to develop innovative motivation strategies that can ensure long-term effectiveness in the post-war period in Ukraine. Keywords: management, motivation, personnel, innovative approaches, changes, challenges.