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Transformation Of Marketing In Wartime And Postwar

Author

Listed:
  • Tetiana Shkoda

    (Kyiv National Economic University named after Vadym Hetman, Ukraine)

  • Oleksandr Savych

    (Kyiv National Economic University named after Vadym Hetman, Ukraine)

Abstract

The study is relevant to the current global trends of business environment turbulence and marketing transformation under the influence of the war in Ukraine. The purpose of the article is to identify the reasons for the transformation of marketing under the influence of the war in Ukraine related to various aspects of the problems of marketing activities of business companies that lead to this, and to develop recommendations for improving marketing policy and improving the prospects for business profitability. The novelty of the study lies in the creation of a theoretical model of marketing transformation in the context of turbulence in the business environment. The object of the scientific research is determined as marketing activities of Ukrainian business representatives during the war. The research methodology includes such methods: comparative analysis, critical analysis, descriptive analysis, statistical analysis. The study is based on the results of a sociological survey of business representatives in Ukraine. The study's limitations are that the data collection period covers September-October 2022 during the war in Ukraine. The obtained results confirmed the authors’ hypothesis H1 that Ukrainian businesses use the limited marketing toolkit in times of war that worsens perspectives of marketing transformation in the direction of income growth; H2 – relocation has not really become the driver of marketing transformation in the war-time period as majority of businesses has not realized it in general; H3 – one more problematic zone of marketing activity in the war-time period is the ability of work with clients, which is not well used by the majority of surveyed Ukrainian businesses; and Р4 – the main problem for business not only the war itself, but the absence of effective marketing strategy in general. The practical value of the research for the young scientists' community is in the use of the model of marketing transformation and the practical research results in changing the marketing identity of business entities, which gives the opportunity to improve marketing strategy and the company's profitability. The possible directions of the research development are studying of the correlations of marketing with other elements of business activity and their impact on post-war business recovery.

Suggested Citation

  • Tetiana Shkoda & Oleksandr Savych, 2022. "Transformation Of Marketing In Wartime And Postwar," Baltic Journal of Economic Studies, Publishing house "Baltija Publishing", vol. 8(5).
    • Handle: RePEc:bal:journl:2256-0742:2017:8:5:24
    DOI: 10.30525/2256-0742/2022-8-5-209-216
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    References listed on IDEAS

    as
    1. Janny C. Hoekstra & Peter S. H. Leeflang, 2020. "Marketing in the era of COVID-19," Italian Journal of Marketing, Springer, vol. 2020(4), pages 249-260, December.
    2. Anatolijs Prohorovs, 2022. "Russia’s War in Ukraine: Consequences for European Countries’ Businesses and Economies," JRFM, MDPI, vol. 15(7), pages 1-15, July.
    3. Róisín Murphy & Oluwasegun Seriki, 2021. "The impact of environmental turbulence on the strategic decision-making process in Irish quantity surveying (QS) professional service firms (PSFs)," Construction Management and Economics, Taylor & Francis Journals, vol. 39(9), pages 739-758, September.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    marketing; transformation; war and post-war times; business environment; turbulence;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

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