Адаптація інноваційних стратегій та міжнародна експансія бізнесу в умовах війни

Abstract

The aim of the article is to analyze the existing innovation strategies of Ukrainian enterprises and, on this basis, to identify their shortcomings and develop recommendations for improving and adapting innovative approaches to the international expansion of Ukrainian business during the wartime. It is substantiated that in the current conditions of wartime Ukraine, financial crisis, geopolitical pressure, lack of structural reforms, enterprises should not stop introducing innovative approaches to production processes, because this will negatively affect their international competitiveness and business expansion. On the contrary, the active production of advanced innovative products that meet the needs and requirements of consumers will be the basis for maintaining a stable position of enterprises in the market and will ensure their effective and stable functioning in the future. The negative consequences of the full-scale military invasion in relation to the implementation of business activities are determined, which include: reduction in the volume of business activities, in particular, a decrease in the number of operating enterprises; significant loss of income; reducing the number of orders, in particular due to migration processes, decrease in the competitiveness of the population, reduction of local and central budgets; overall cost reduction; reduction of wages; suspension of investments; increasing the turnover of labor resources due to migration processes and mobilization of the population; destruction of energy infrastructure, which led to the disruption of stable activities; loss of equipment and employees by enterprises located in the occupied territories and near the front line. On the example of specific companies, innovative strategies used by Ukrainian enterprises during the wartime for business expansion are analyzed, and the possibilities of their adaptation to terrible conditions, support of pre-war activities and the introduction of improved strategies that will contribute to the further development of companies and their entry into foreign markets in new realities, are considered. Using the matrix method, the potential opportunities and existing threats to Ukrainian enterprises are researched with the help of SWOT analysis, ways to improve their innovation strategies are proposed, by introducing which, Ukrainian enterprises will be able to adapt to the constantly changing business environment, strengthen competitiveness at the global level, enter new markets and optimize production processes in conditions of micro- and macroeconomic instability.