СТРАТЕГІЧНА ПОВЕДІНКА КОМПАНІЙ В УМОВАХ ВІЙНИ ТА ПОВОЄННОГО ВІДНОВЛЕННЯ

Abstract

The article is devoted to the problem of formation of strategic behavior of companies, development of effective business strategies in the context of ensuring their survival, recovery and qualitative renewal. To achieve the objectives of the study, the following general scientific methods were used: analysis and synthesis, induction and deduction, comparison. The state and problems faced by domestic companies after the beginning of the war in Ukraine are analyzed. It is established that the business that is focused on the local market, in particular micro-, small- and medium-sized businesses, whose financial strength margin is smaller or much smaller compared to large businesses, has been particularly affected. In these conditions, companies should make effective managerial decisions on the formation of their strategic behavior, the implementation of which is conditionally divided into three consecutive stages: to survive, to keep the business "afloat"; to recover, to adapt to new realities; and thirdly, to lay the foundation and successfully update in the future. The company's strategy should meet its main objectives at a particular stage, reflect what the business needs to operate, and the success of its implementation will be determined by the appropriate "decision tree", which focuses on how, given the situation, to effectively confront the main challenges, resume work and function effectively. It is proposed that at the stage of survival, companies should implement a reduction strategy with an emphasis on capital preservation and cost reduction. At the stage of recovery, it is advisable for companies to implement a stabilization strategy, form a clear program of measures to restore the business, carry out a full or partial change in the business configuration, build new operating models, apply methods and technologies to expand the customer base, establish logistics and effective communications, enter new markets or expand existing ones, build strong relationships with partners, use new technologies for the organization of production and labor. At the stage of renewal, the company should implement certain strategic changes within the growth strategy that will optimize business processes and update the business model. It is concluded that the choice of alternative strategic behavior of the company and justification of business strategy is one of the key factors of its success at the stages of survival, recovery and renewal.