Трансформація бізнес-комунікацій в Україні під час воєнного стану: основні напрямки та цифрові інструменти

Анотація

The aim of the article is to highlight main directions of communication technologies’ use and transformation in the development of effective retail business. The topicality of this study grounds on the fact that modern conditions of the Ukrainian market — martial law, competition, mediatisation and rapid implementation of digitalisation — require new approaches from retail companies in order to conduct successful business. It is proved that only high-quality development and implementation of digital, information and communication technologies can ensure the economic development of enterprises and create the necessary conditions for interaction with customers. In this article, the ways of overcoming actual problems of the time period of martial law are outlined. The analysis is focused on the following directions of communication: active communication with customers, productive cooperation with suppliers and partners, effective management of business processes, keeping statistics, monitoring and data analysis. Communication tools of three leading Ukrainian retail businesses, such as internal, external and crisis communications, are analysed: they provide real-time updates on the situation, government regulations and market conditions. Additionally, alternative communication tools are considered: they create favourable conditions for decision-making and the effectiveness of enterprises in the wartime period. The scientific novelty of the obtained results lies in the fact that for the first time, the specifics of communication technologies of Ukrainian retail companies during the war are studied, as well as the implementation of forms of digitalisation by enterprises under conditions of the modern market development is analysed.

Класифікація

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