BUSINESS TRANSFORMATIONIN THE CONDITIONS OF GLOBAL MACROECONOMIC INSTABILITY IN UKRAINE

Abstract

Background. The contemporary business environment is affected by various factors, among which geopolitical conflicts and military actions occupy a special place. The transformation of businesses in wartime conditions is a relevant topic for research in the present economic and social context. Military conflicts and geopolitical tensions can significantly impact the strategies, processes, and development of businesses in various sectors of the economy. The goal was to highlight the results of a study of the most common ways of business transformation for its adaptation to the new conditions of global macroeconomic instability in Ukraine caused by the war. Methods. The following methods were used: scientific content analysis, methods of comparison, synthesis of information from scientific and journalistic sources, and generalization of existing theoretical approaches to the implementation of business transformation in both peacetime and wartime. Results. The primary responses to global macroeconomic instability in Ukraine have been identified as digitalization and reorganization of businesses. The concept and role of digitalization in ensuring business development are studied. The advantages that digitalization provides to businesses in wartime are appraised and several challenges facing a company that resorts to digitalization in wartime are identified. The types of changes involved in digital transformation and the stages of a firm"s digital transformation are also defined. The concept of business reorganization is defined, the types of business reorganization in Ukraine and around the world are presented, and the priority directions of business reorganization in Ukraine in wartime conditions are identified. A comparative description of digitization and reorganization is provided regarding the main forms of business transformation in wartime conditions. Conclusions. Based on the research, the most important factors for the successful adaptation of domestic enterprises to the conditions of war and approaches for the successful transformation of business in digital transformation and reorganization were determined.