Трансформаційні практики українського бізнесу під час пандемії коронавірусу і війни

Abstract

It is noted that the individualized society with an increased tendency to nomadization, which began to form on Ukrainian territory, was forced to transition to sedentarization during the coronavirus pandemic, and during the war was affected by the opposite processes. “Narrowing the boundaries” of objective reality forces people to “expand the boundaries”, pave new paths and find/create alternative environments for the existence and realization of their creative abilities, which also applies to business. It is established that entrepreneurs began to produce new and transform existing business practices: closing, “zero” work, spending the “financial cushion”, relocation, covering the cost of materials, safe logistics, helping activists, changing the vector of entrepreneurial activity to foreign markets, implementing projects, participation in contests, grant programs, special initiatives (eDeclaration, “Supporting business in conditions of war”, grants to support micro and small businesses, Diia.Business, Virtual center Diia.Business, “Export in conditions of war”, access to international market and search for partners abroad, "Buy Ukrainian products and services", etc. It is suggested to strengthen the business strategy through the use of such effective tools as: landing page, multi-page site, Instagram, marketing kit, selling video, working with the database of customers, performance marketing, Google ADS, targeted advertising on Instagram & Facebook, marketing mix model, etc.; their positive and negative aspects. It is emphasized that transformative business practices in Ukraine can contribute not only to the formation of new trends, but also to the revolutionary transformation of economic forms – the transformation and renewal of economic consciousness.