Planning, Innovation, Survival:  Experience of Ukrainian Retail Business

Ivan Bobyliev; Nataliia Chupryna

doi:10.58683/dnswsb.2059

Published : 2025-08-01

Vol. 108 No. 1 (2025)

Planning, Innovation, Survival: Experience of Ukrainian Retail Business

Mr. Bobyliev

https://orcid.org/0009-0001-5431-860X

Prof. Chupryna

https://orcid.org/0000-0002-4035-8934

DOI: https://doi.org/10.58683/dnswsb.2059

Abstract

This article is devoted to analysing strategic approaches the Ukrainian entrepreneurs use to adapt and survive in the conditions of russian military invasion. The paper evaluates the main challenges that retail businesses face under constant threats and risks, including disruptions in logistics chains, instability of demand, changes in consumer behaviour, financial risks, and the need for rapid implementation of innovations and strategic decisions that affect not only business but human lives. Special attention is paid to the analysis of the financial stability of enterprises during the full-scale war. Key performance indicators are identified: profitability, liquidity, and cost optimisation, which play a crucial role in maintaining the competitiveness of companies. In addition, the article covers the role of process automation, the transition to omnichannel business models, and increased customer focus in new market realities. Based on the obtained results, I have proposed some recommendations to expand the sustainability of enterprises in the long term. In particular, stressing the importance of expanding digital sales channels, having more flexibility in supply chains (including developing partnerships), and improving operational efficiency.

Keywords:

planning, innovation, sales networks, crisis management, strategic development, competitiveness, logistics, financial sustainability

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Bobyliev, I., & Chupryna, N. (2025). Planning, Innovation, Survival: Experience of Ukrainian Retail Business. Zeszyty Naukowe Wyższej Szkoły Bankowej W Poznaniu, 108(1). https://doi.org/10.58683/dnswsb.2059

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Mr. Bobyliev

https://orcid.org/0009-0001-5431-860X

Affiliation:

Ukrainian State University of Science and Technology, Dnipro (Ukraine) Ukraine

Bio Statement (e.g., department and rank)

Recipient of the scientific degree of Doctor of Philosophy

Prof. Chupryna

https://orcid.org/0000-0002-4035-8934

Affiliation:

Ukrainian State University of Science and Technology, Dnipro (Ukraine) Ukraine

Bio Statement (e.g., department and rank)

Doctor of Economic Sciences, professor, dean of the Faculty of Economic Science