Healthcare during the war in Ukraine

The problem of the emergence of psychosocial risks among the population has become especially relevant in connection with the war in Ukraine. Therefore, there is a need for the development and implementation of effective measures to prevent such risks, to define guidelines for programme regulation in order to implement qualified psychological rehabilitation of the population. The basic principles of providing psychosocial and psychiatric care to persons with mental disorders are analyzed. The Concept of the development of mental health care in Ukraine for the period until 2030 and the need to develop other mental health and psychosocial support programmes are characterized, their target orientations, advantages and disadvantages are determined. The application of an individual approach is justified depending on the categories of citizens who need help, since the degree and nature of the traumas experienced can differ significantly. It is emphasized that mental health reforms should be non-intrusive and organic to reduce coercion and support mental health service users to make their own decisions about treatment. The special needs of people with mental disorders, including combatants, displaced persons, children, women, and the elderly, are identified. An integrated approach is emphasized, which would include the use of social, psychological, and medical measures at different levels (state, regional, and local) for the most effective intervention, providing the necessary support and accompaniment at various stages. The risks of the use of civilian firearms by the population of Ukraine in the context of the adoption by the Verkhovna Rada of Ukraine in the first reading of the draft Law of Ukraine “On the right to civilian firearms” are considered. It is emphasized the need to introduce a balanced permitting procedure in order to minimize risks against the background of the worsening situation in the field of mental health. Taking into account the experience of European countries, the possibility of functioning of interdisciplinary teams in the field of mental health, which are a basic element of the mental health care system in the community, has been considered. Based on the analysis of shortcomings and problems that arise in the process of receiving psychosocial services, practical recommendations have been developed to prevent psychosocial risks caused by the war in Ukraine.

The war in Ukraine has entered its third year and no one can predict what may happen in 2024 and the years to come. Many military leaders consider that it is very difficult to predict the conduct of the Russia – Ukraine War in the next six months and beyond. Even so, Russia’s recent momentum, together with the upcoming Ukraine’s weaponry and ammunition shortage, as well as the delayed US military aid, should raise serious red flags to political and military analysts regarding some concerns and worries on the current situation in Ukraine and the possible scenarios for the end of 2024 and beyond. Moreover, the war in Ukraine should be analysed in an international context, taking into consideration the evolution of the situation in the Middle East and Africa, as well as the fierce Sino – American confrontation for the World dominance. Therefore, this paper will focus on the main characteristics of the War in Ukraine at the beginning of 2024, in order to design several scenarios concerning what might happen in the near future. The research method is based on facts analysis and comparison with the last two years of war. The article has some limitations because the international support’s effects on the battlefield are still unclear and the uncertainty regarding the results of the US future Presidential elections. But, even so, it could be used to design Eastern European countries’ strategies for the evolving situation, including Romania.

Introduction. During the war in Ukraine, the hotel industry underwent significant changes. Due to restrictions and danger, the flow of tourists decreased, which affected the income of hotels. However, many institutions began to provide their premises for temporary accommodation of displaced persons and volunteers. This made it possible to maintain activities and save jobs. The use of resources in the hospitality industry during wartime is critical. Ensuring quality service in conditions of limited opportunities requires optimal allocation of funds, supplies and human resources. Control over resources helps enterprises not only to survive, but also to find new ways of development, in particular through innovative solutions, social projects and support of economic growth. The purpose of the paper is to determine the problems of resource provision of enterprises of the hotel sector of Ukraine in a state of war. Results. The war situation in Ukraine had a great impact on the hotel industry and forced businesses to adapt to new conditions. Hotels have become not only a place for temporary accommodation, but also a refuge for refugees, and restaurants have the ability to provide work flow and phone charges for customers. The difficulties in providing resources such as material, financial, human and other have become particularly relevant. Hotels and restaurants respond to these challenges by taking into account the protection of employees and guests, attracting financial and material support and adapting to limited conditions. Secured resources became a key part of the survival and further development of the hotel industry during the war. Conclusion. The specificity of resourcing the hotel industry requires the maximum level of security for consumers, and also becomes a problem for business owners who are faced with attacks on infrastructure and lack of materials due to a complex logistics process or financial situation. Problems with material, financial, human, informational, technical, natural and property support have become extremely urgent, so the provision of some resources in wartime conditions have become priorities for hotels and restaurants. Understanding resource management principles such as autonomy, continuity, compliance, adaptability, planning, focus, and resource conservation helps businesses respond to the challenges of war effectively and in time. An important component of success in these conditions is not only the preservation of operational activity, but also the ability to adapt to new conditions and provide anything needed, including personnel, in wartime conditions.

The outcome of the conflict in Ukraine will bring fundamental political, military, economic and social consequences, and define global and regional balance of power and fate of number of international organizations, including European Union and NATO. The aim of this paper is to analyze political and military consequences of the first year of the conflict in Ukraine for countries of Central and Eastern Europe, including the Baltic States and further development of trans-Atlantic link for European security, including development of NATO Alliance until 2030. Fundamentally different threat perception in Russian Federation and in NATO, EU countries, and Ukraine led to the beginning of military action of Russian Federation against Ukraine in February 24, 2022. Since then, military conflict in Ukraine has evolved into full-scale war on terrain of Ukraine, and increasingly negative escalation of political, military and economic relationships between Russian Federation and NATO, EU and other actors, bringing parties to nuclear standoff. War in Ukraine has brought substantial political and military endurance test for NATO and European Union. The immediate political consequences of the first year of war in Ukraine have been outlined in NATO Summit in Madrid in summer of 2022 and in NATO Agenda 2030. Continuation of NATO Open Door Policy has led to invitation of Finland and Sweden to join the Alliance thus fundamentally changing security environment in Central and Eastern Europe and the Baltic Sea Region. The Summit also declared to strengthen military posture on the Eastern flank of the Alliance thus countering hypothetical military threat of Russian Federation to the Baltic States and Central and Eastern European states. From the pure military perspective- NATO has substantially increased military support of Ukraine via creation of decision-making platform of Ramstein format as well as increasing understanding of NATO members for need to spend more resources allocated to defense. On the other hand, European Union has granted status of candidate for Ukraine, as well as provided continuous economic and financial support for Ukraine. Moreover, European Union has staged continuous and increasing policy of economic sanctions towards Russian Federation. However, despite substantial increase of political and military coherence and coordination of efforts of NATO and EU countries after the first year of the war in Ukraine, there are mounting challenges and risks. Firstly, increasing economic challenges in EU and NATO member- states which, subsequently, can lead to fundamental political consequences thus leading to diminished political and military support to Ukraine. Secondly, potential challenges for further military support of Ukraine and NATO Open Door Policy. NATO members- Turkey and Hungary-have different point of view on the enlargement of the Alliance and support of Ukraine. Thirdly, global and regional attitudes towards war in Ukraine and, predominantly, Western coalition of support for Ukraine. People’s Republic of China, India, Africa, Central and Latin America, other global and regional actors are mostly neutral towards war in Ukraine thus avoiding political and economic confrontation with Russian Federation. Yet another fundamental challenge: NATO countries are continuing to provide Ukraine with increasingly effective and sophisticated weapon systems which can lead to direct military confrontation between Russian Federation and NATO/The United States in 2023. Taking into account previously mentioned risks and challenges, it is obvious that there are several scenarios of development of war in Ukraine ranging from complete military victory for Ukraine and, subsequently, for the West to complete military victory of Russian Federation in Ukraine via long-term warfare of attrition.

Developing balanced diets is an important step to maintain the health of people living in areas with soils contaminated by the war in Ukraine. Such diets should be used by catering establishments as well as private households, especially in rural areas. When developing balanced diets for preventive purposes for people living in areas with contaminated soils, it is necessary to take into account not only the need to provide the human body with the necessary nutrients, but also the task of removing toxic compounds. Therefore, the development of such diets is a necessary element of food technology in Ukraine. An analysis of research and publications has shown that, to date, issues related to the development of balanced diets for people living in areas contaminated by war waste have not been given any attention in the scientific literature. The aim of the work is to develop a balanced diet of traditional dishes for the population of Ukraine, which will prevent the dangerous toxic effects of pollutants entering through the consumption of water and food products produced in areas where military actions are taking place. Based on traditional dishes for the population of Ukraine and available food products, an example of a daily balanced diet for people living in areas contaminated by war waste (heavy metals, oil products, etc.) has been developed. It provides greater resistance of the human body to toxic compounds that can enter with food and drinking water obtained from contaminated soils. The proposed block diagrams can be used in catering establishments when introducing balanced diets for preventive purposes, as well as the HACCP system. Some recommendations for rational nutrition in wartime conditions taking into account food products from raw materials obtained from contaminated soils are given. An example of a balanced diet for people living in areas contaminated by the war in Ukraine is calculated. The intake of nutrients and minerals in the developed diet is compared with physiological standards for men and women in Ukraine. Block diagrams for the preparation of traditional dishes for catering establishments are proposed.

The article discusses various definitions of marketing, its essence, and its main elements. Different interpretations of these concepts by domestic and foreign scientists have been studied. The main key units of service marketing have been determined. Various marketing concepts and the importance of applying new methods and techniques of marketing in the service sector have been studied. The necessity of applying the main types of services in the development of the economy under market conditions has been highlighted. The role of marketing as a factor in the modern development of the service sector in Ukraine, from the perspective of defining the peculiarities and the need for applying its main instruments and methods, has been highlighted. Attention has been drawn to the peculiarities of marketing and its instruments used in market competition when providing relevant services. Conclusions have been made that different types of services require the application of various management approaches, among which marketing occupies a central place. Marketing strategies that allow enterprises to maintain and develop services have been investigated. The market for various services and transportation services has been analyzed, in particular. It has been proven that the role of marketing in the service sector lies in maximizing consumer and producer satisfaction through the application of modern marketing instruments in Ukraine's market economy, regardless of peacetime or wartime conditions. The authors have formulated proposals for improving the application of marketing instruments in the service market during war and post-war times in Ukraine.

Purpose. To describe the regional organizational features of educational services proposed by higher educational institutions (HEIs) of Ukraine in wartime. Methodology. Normative documents regulating the educational process in Ukraine in wartime conditions were analyzed. Observations, interviews, online surveys, and questionnaires followed by mathematical and statistical analysis constituted the empirical basis of the research. The selection of respondents was carried out in HEIs which are not located in the zones of active hostilities or in the immediate vicinity of them. Findings. Since the beginning of the full-scale war in Ukraine, students of higher education have had problems of an infrastructural, institutional, and personal nature. Mixed training has become the optimal form of training for HEIs which are not located in the zones of active hostilities or in the immediate vicinity of them. To ensure continuous learning, higher education institutions should offer students flexible options for education; establish communication between students and experienced and qualified teachers; guarantee access to relevant educational materials; create online learning platforms; provide students with mental health support; cooperate with other universities and educational establishments; and make any necessary adjustments to programs and services. For mixed learning formats, it is best to apply the following educational technologies: online learning platforms; virtual classrooms for lectures and group discussions; video conferencing tools; digital libraries; mobile learning software; and messengers. Originality. Access to high-quality educational opportunities in higher education institutions in the conditions of war in Ukraine requires the introduction of flexible forms of education. Mixed training will be effective in certain regions of the country under acceptable safety conditions. Practical value. Assessment of access for higher education learners to educational resources and technologies in the conditions of war in Ukraine has been performed. The effectiveness of distance education has been studied. Strategies have been developed to solve the problem of ensuring the continuity of education in active combat zones or in the immediate vicinity of them.

The paper presents a comprehensive study of the impact of the war in Ukraine on security in the European Union. The authors analyze the political and economic consequences of the war in Ukraine in the financial and geopolitical dimensions. The types, measures and sources of international financial assistance to Ukraine are specified. It is stated that the peaceful settlement of the war in Ukraine should be based not only on an agreement that would state the agreements on territorial and political consensus. The author proposes to develop a comprehensive draft of the “International Program of Assistance to Ukraine by the International Community” with the aim of restoring the economy in the post-war period, and to include it as a separate clause of the future peace agreement. The peculiarities of the impact of the war in Ukraine on the countries of Eastern Europe are identified. It is summarized that the war in Ukraine has led to global consequences, such as: international tension, which increases the risks of escalation of the conflict in the European region and in other hot spots of the world, including nuclear danger; incapacitation of international institutions, such as the UN or the ICC, as wars undermine international law in general; destabilization of regions, which allows terrorist groups to spread and seize power, creating migration crises and social tensions; cybersecurity, including cyber attacks on critical infrastructure and government registries; economic and financial crises, which cause inflation and recession around the world. Emphasis on international cooperation in the defense sector, including joint production of certain types of weapons, modernization of Ukraine's military-industrial complex, production of unmanned ground, air and sea devices, and strengthening of air defense is placed.

The purpose of the article is to study the global economic crisis through the prism of the war in Ukraine, as well as to study the prospects to overcome it. The subject matter of the research is global economic crisis. Research methodology includes the use of general scientific and special methods of scientific knowledge, including dialectical, historical, qualitative and quantitative comparison, normative and dogmatic, method of factor and structural analysis, modelling and forecasting methods. Research results. The peculiarities of the term “economic crisis” are revealed and the authors’ definition of this concept is provided. National and international statistical studies related to the economic situation in Ukraine are considered. The legislative acts and resolutions on solving the problems of the economic crisis caused by the war, adopted by Ukraine, are analyzed. Practical implementation. It is determined how the war in Ukraine affects the economic system of all countries of the world. It is concluded that the war in Ukraine negatively affects inflation fluctuations and may cause and could increase poverty in Colombia. Value/ originality. It is concluded that the war in Ukraine can be the cause of global economic crisis. The measures that will contribute to overcoming rapid development of this negative phenomenon are proposed.

Background. Acute respiratory infections (ARIs) are one of the most common groups of diseases in the practice of pediatricians. Stressful factors affect the immune system, reducing its effectiveness and leading to direct impact on the nervous system and the occurrence of its disorders: sleep changes, the development of a post-traumatic stress disorder, a decrease in the quality of life, especially during the last years in wartime conditions in Ukraine. The latter requires improving the implementation of combined therapeutic approaches to increase a short- and long-term effect on the health of the youngest children. Aim of the study: to increase the effectiveness of treatment and rehabilitation of children from the youngest age group (6 months to 6 years) with ARIs against the background of stress disorders of the war in Ukraine by using comprehensive schemes with the inclusion of immunocorrective (the drug with immunocorrective properties contained a complex of ultra-low-dose dilutions of gamma interferon antibodies, histamine antibodies, CD4 antibodies) and sedative (the drug with sedative properties contained antibodies to the brain-specific protein S100) agents. Material and methods. The study involved 119 children aged 6 months to 6 years who had ≥ 5 episodes of ARIs (55 %) during the previous year and permanently lived in almost the entire territory of Ukraine (Kyiv, Kharkiv, Lviv, Dnipro, Zaporizhzhia, Odesa, Kropyvnytskyi, Vinnytsia, Kryvyi Rih, Zhytomyr, Cherkasy, Poltava, Sumy, Berdychiv, Romny, Bila Tserkva). The study was carried out as part of the program for outpatient observation of children with various manifestations of ARIs against the background of stress damage to the nervous system who took drugs with immunocorrective properties (scheme (1)) alone and in combination with a sedative agent (scheme (1+2)). The drug with immunocorrective pro­perties contained a complex of ultra-low-dose dilutions of gamma interferon antibodies, histamine antibodies, CD4 antibodies, and the drug with sedative properties — antibodies to the brain-specific protein S100. The observation period was October-December 2023. Statistical processing of the results was carried out using GraphPad Prism 9.0 Software for Windows (USA, San Diego, CA). Results. The combined therapeutic approach of the scheme (1+2) showed a significantly better effect on fever, duration of low fever, sore throat, runny nose, bronchitis symptoms, manifestations of respiratory infection, assessed by the Wisconsin Questionnaire, as well as stress, sleep disorders, and changes in the quality of life on the 5th day of treatment and after 1 month of observation. The comparative evaluation of scheme (1) and scheme (1+2) showed a significant diffe­rence in favor of the effectiveness of the latter, which is ensured by its additional sedative and anti-anxiety action, resulting in a direct positive effect on stress-induced disturbances of the nervous system and an indirect — on the immune response, which in general increases the effectiveness of solving the problem of ARI therapy in children aged 6 months to 6 years, who for 2.5 years were constantly in psycho-traumatizing and socially oppressed conditions of the war in Ukraine. The analysis of satisfaction with the treatment effect according to the international IMOS scale during the observation period showed positive results and a high level of evaluation by both parents and doctors. Conclusions. The use of a combination of reme­dies with immunocorrective and sedative effects showed their high mutual enhancing effectiveness in the treatment and rehabilitation of children aged 6 months to 6 years, suffering from ARIs, and in the correction of stress disorders caused by the war in Ukraine.

This paper examines the role of technology on military communications, focusing on the impact of the commercial Starlink system on the battlefield. Utilizing the conflict in Ukraine as a case study, it will evaluate in detail how Starlink has influenced military actions, decision support, and the coordination of military efforts, offering a unique perspective on the transformation of communications in the context of modern conflicts. Furthermore, the study will analyze the essential role played by Starlink in supporting military morale and social resilience, highlighting how access to secure and rapid satellite communications has contributed to maintaining a positive mindset and cohesion under wartime conditions. By addressing these dimensions, the paper aims to capture the critical importance of emerging technologies not only in optimizing military actions but also in strengthening civil solidarity and social cohesion in times of crisis or war.

Introduction. Full-scale military actions led to the need for radical changes in the management of agricultural enterprises. Effective management of Ukrainian agribusiness under conditions of military aggression can contribute to the stability of revenues to the country's budget and strengthen national security, particularly in providing the population with food and jobs in depressed rural regions. The state of war in Ukraine determines the peculiarities of the activities of agricultural enterprises and, accordingly, forms the peculiarities of agricultural management, which requires scientific research. Aim and tasks. The study aims to develop directions and tools for managing agricultural enterprises in the conditions of war in Ukraine. The task of the study was to develop a mathematical model of operational change in the goal of an agro-enterprise, establish conditions for changing agribusiness goals, determine wartime requirements for agribusiness management, and assess the impact of the war on the components of the resource potential of agricultural enterprises. Results. A mathematical model of the operative change in the purpose of an agro-enterprise under the conditions of acquisition of integral risks, including the risk of military operations, of a degree greater than 50%, has been developed. The study of the components of the resource potential established the following: the growth of the dynamism of the land market, the acceleration of the redistribution of land ownership - the alienated area of land in 2023 compared to 2022 has almost doubled; the share of individual entrepreneurs in the total number increased by 19.8% in 2022; a decrease in the level of provision of labour resources, which has long-term and short-term dimensions related to military operations, reducing the volume of imports of agricultural machinery by approximately 30–35%. The implementation of effective management requires a comprehensive approach to the formation of systemic prerequisites for agricultural activity and the improvement of the structure of agricultural production, taking into account the impact of the war in Ukraine. Conclusions. The developed mathematical model makes it possible to change the goals of agricultural enterprises in an operational manner and form an appropriate level of competitiveness to ensure the viability of agricultural enterprises. The proposed directions and management tools of agricultural enterprises will ensure an increase in the efficiency of agribusiness management during wartime conditions. Evaluation of the impact of the war on the components of the resource potential of agricultural enterprises will increase the efficiency of resource use.

TVP Polonia adapted its programming to the war in Ukraine, focusing on the conflict’s impact, particularly on its compatriots living there, by centring much of its content around the ongoing crisis.As one of the few Polish TV stations, it had the opportunity to work with journalists permanently living in Ukraine. The aim of the study is to describe the media image of Polish-Ukrainian relations during the war in Ukraine in the television broadcast of the program “Studio Lviv” carried out by Polish journalists in Lviv. The material for analysis was selected on the basis of the following criteria: (1) temporal, the year of the war (February 2022-February 2023) a total of 50 archived episodes and (2) issues concerning the war and Polish-Ukrainian relations (in the area of topics and visualisation of communication about the war). The content analysis research is in the nature of a media-culturalist perspective (according to Denis McQualin), in which media communication gives priority to the content and form of the media message. In the area of form, the mechanisms of audiovisual message construction were indicated, while in the area of content, the research material was categorised in four main contexts located in the area of Polish-Ukrainian relations: social, historical, cultural and political contexts. Analysis of the research material showed a clear dominance in the program of the subject matter of the war in Ukraine after the outbreak of war on 24 February 2022. The perspective of Polish journalists determined the way of telling about the situation of Ukraine during the Russian onslaught and Polish-Ukrainian relations. Exposing dialogue and cooperation confirmed the hypothesis that the message of the Polish-American TV magazine on public television created a positive image of Polish-Ukrainian relations.

The war in Ukraine, just like any other historical event, is an impetus for the creation of certain semantic unities to denote new phenomena. The wide media representation of events in Ukraine in the mass media both at home and abroad requires a particularly careful attitude to the terminology of war to prevent incorrect interpretations of events and phenomena. That is why it is important not only to specify the Ukrainian-language terminology for the phenomena of war, but also to compare it with the available terms in other languages. The purpose of this article is to analyze the trends in the formation and use of semantic unities to denote the concept of «war in Ukraine» based on scientific and popular science articles published in Ukrainian, English, and German-language sources in 2022–2024. Tracking and analyzing the processes of formation and use of semantic unities to denote the concept of «war in Ukraine» is relevant from the point of view of linguistic and semantic research, as these processes provide the scientific basis for «term creation work» aimed at creating new Ukrainian terms for foreign language terms. While journalism should be based on the principles of objectivity and neutrality, we believe that international journalists should not and should not remain neutral in their assessment of current events in Ukraine. In our opinion, the most politically correct from the point of view of legal assessment of the situation in Ukraine are semantic unities with a connotative component of negative assessment that are widely used in English-language media. Russia's war of aggression against Ukraine has given rise to the creation and use of certain semantic unities that contain negative evaluative connotations, are used in certain contexts and reflect the sharply negative attitude of the world community to the aggressive actions of the invading country.

This study examines the development of a marketing mechanism to support the adaptation of Ukrainian enterprises in the face of geopolitical and economic challenges. It is argued that wartime conditions and geopolitical instability significantly affect business operations, particularly in areas such as sales, production, raw material supply, logistics, and other critical processes. The research demonstrates that the formulation of adaptive marketing strategies and mechanisms enables enterprises to maintain competitiveness during crisis periods. Developing and implementing marketing adaptation mechanisms is identified as a key success factor for Ukrainian businesses operating under extreme conditions of war and geopolitical uncertainty. The study highlights that implementing modern methods of marketing adaptation requires acknowledging that contemporary businesses are subject to constant transformation due to rapid changes in the economic environment. Globalization, technological advancements, shifts in consumer demand and competition, and the need to adapt to wartime realities amid geopolitical and economic upheavals represent only a few of the challenges enterprises face. Accordingly, the study focuses on the rationale for adopting modern marketing adaptation methods. These include market analysis, attracting new customers, retaining and expanding existing customer bases, developing optimal strategies to respond to economic difficulties using marketing approaches, adaptive models that account for rapid changes in consumer behavior and psychological triggers under crisis conditions, building logistics management systems, and identifying key success factors for enterprise adaptation in times of economic distress. The findings conclude that the war in Ukraine has led to a decline in investment and consumer demand. Manufacturers face limited access to international markets due to export restrictions, disrupted supply chains, and other trade barriers. Security costs for personnel and facilities have increased amid the intensifying conflict, and military actions often result in damage or loss of equipment and infrastructure. Companies located in frontline regions have been especially affected, with many forced to relocate to host communities during the war. It is argued that an effective marketing-based resource management mechanism is a crucial component of a successful marketing strategy. This mechanism involves the optimal use of a company’s financial, human, and material resources. Therefore, it is recommended that companies take into account market needs, the competitive landscape, and internal capacities and constraints to identify the most strategically important markets for achieving business goals and allocate resources accordingly. The study explores the methodology of Target Market Analysis (TAM), which offers deeper insights into the market and allows companies to make data-driven decisions aligned with their specific growth objectives. TAM helps businesses understand the total market size, identify opportunities for specific products, and assess how best to capture value within their target segments. A clear understanding of one’s target market is vital for making strategic decisions and setting priorities in a competitive business environment. A conceptual perspective is proposed on the marketing mechanism for retaining existing customers while acquiring new ones. This dual strategy involves maintaining loyalty among the current customer base through loyalty programs, discounts, and personalized services, while also implementing initiatives to attract new clients. The comprehensive application of these strategies can significantly enhance a company's success by ensuring a steady flow of customers and increasing its profitability. Another key advantage is the improvement of customer loyalty to the brand, especially under conditions of economic instability. An assessment of commodity markets in Ukraine most affected during the war has made it possible to better understand supply and demand dynamics, and the competitive landscape, and to analyze and develop strategic pathways for enterprises producing products within commodity group 72 – “Iron and Steel.” The application of a marketing adaptation mechanism enabled the formulation of recommendations for Ukrainian enterprises on how to adjust their products under complex and unstable conditions, thereby ensuring competitiveness and resilience in times of military conflict and geopolitical tensions. Based on the analysis of export dynamics for the metallurgical industry (commodity group 72 – “Iron and Steel”) in Ukraine from 2020 to 2024, it is concluded that the war had a profoundly negative impact on foreign economic activity. While 2021 marked the peak in exports for this commodity group, a sharp decline followed due to the war and other geopolitical and economic disruptions, including logistical breakdowns and the blockade of seaports. However, signs of stabilization emerged in 2024. Ukrainian exports demonstrated notable flexibility: a decrease in exports of iron and steel to certain countries was offset by growth in others, such as Moldova, Slovenia, and Greece. An evaluation of market convergence was carried out for potential export destinations including China, Mexico, India, South Korea, Belgium, France, Vietnam, Spain, Thailand, and Indonesia. The analysis revealed similarities in business environments, which may be beneficial for Ukrainian industrial enterprises exporting iron and steel products. Among these, Belgium, France, and Spain were identified as the most promising markets due to their relative geographic proximity, high-quality infrastructure, trade openness, and political stability. The study emphasizes the importance of systematically accounting for current logistical constraints and actively seeking alternative export routes, considering the blockade of Black Sea ports and the destruction of transport infrastructure. Logistics flexibility is deemed a key factor for restoring export volumes of commodity group 72 – “Iron and Steel” in 2025. The findings of this study will support the adaptation of Ukrainian enterprises to wartime conditions amid geopolitical and economic challenges, helping them avoid missing timely opportunities to access new international markets. Keywords: marketing mechanism, geopolitical challenges, economic challenges, logistics, adaptive marketing strategies, competitiveness, consumer demand, competition, logistics management, international markets, export restrictions, disrupted supply chains, trade barriers, logistics, trade barriers, resource management, allocate resources, Target Market Analysis (TAM), Iron and Steel, marketing adaptation mechanism, foreign economic activity of enterprises, exports, market convergence, trade openness, political stability, logistical constraints, transport infrastructure, Logistics flexibility, logistics potential of enterprises.