ENTREPRENEURSHIP OF MEANING: WHEN MISSION PREVAILS OVER PROFIT

Анотація

This paper investigates purpose-driven entrepreneurship – a business model where social mission takes precedence over commercial profit. The topic gains particular significance due to profound shifts in Ukraine’s entrepreneurial culture triggered by the full-scale invasion: a growing number of companies now embed a social dimension into their strategy, treating it not as a supplementary feature but as the very foundation of their business model. Wartime conditions have amplified the demand for entrepreneurial initiatives directed at addressing pressing social challenges – ranging from veteran employment to rebuilding damaged infrastructure. The study aims to delineate the defining characteristics of mission-oriented entrepreneurship in Ukraine, to classify its practical manifestations, and to evaluate how wartime circumstances have reshaped domestic business values, drawing on official statistics, sociological survey data, and reports from international bodies covering 2022–2026. As a result, it was found that during the full-scale invasion, there was a qualitative shift in the motivation of entrepreneurs: the share of companies that systematically integrate the social component into the strategy increased from 24% to 61% during 2022–2025. Registered social enterprises expanded by 109% (from 850 to 1,780), while corporate charitable donations doubled in volume. Comparative data show that mission-oriented enterprises, even with lower near-term profitability (8.2% compared to 11.7%), exhibit stronger three-year survival rates (78% against 54%), greater customer loyalty (71% repeat buyers versus 44%), and reduced employee turnover. Organisational forms of purpose-driven entrepreneurship were classified, and a sectoral review identified the environmental and recycling sector as yielding the highest social return on investment. The paper concludes that purpose-driven entrepreneurship represents both an ethical stance and a viable pathway to sustained competitive advantage. Further progress in this area calls for building adequate institutional foundations: enacting dedicated legislation, implementing social procurement instruments, and establishing robust social impact assessment frameworks.

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