Strategies for Marketing Adaptation of Business in Ukraine to Uncertainty
Year: 2025
Type: article
Abstract: The article studies modern approaches to formation of marketing strategies of adaptation of Ukrainian enterprises in conditions of uncertainty and crisis phenomena. The theoretical foundations for building adaptive marketing strategies are disclosed, the key approaches to managing marketing activities in an unstable external environment are systematised. The features of implementation of adaptive strategies in the context of current challenges faced by the Ukrainian economy are analysed. A comprehensive model of marketing adaptation is proposed, which takes into account the specifics of the functioning of enterprises in conditions of constant change and high level of uncertainty.
Author: Semenda O.
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W6967947426
FWCI:
Cites:
Cited by:
Related to: