Marketing and Management of Innovations

ISSN (print) – 2218-4511 

ISSN (online) – 2227-6718

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Identifier in the register: R30-01179 Decision dated August 31, 2023, No. 759

The language of publication is English. 

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Editor-in-Chieff             View Editorial Board

Oleksii Lyulyov

Sumy State University | Ukraine

Development of an International Marketing Strategy for Domestic Enterprises During a State of War

Anzhela Kuznyetsova1, , Olga Garafonova2,*  , Roman Yankovoi3, , Hanna Zhosan4, , Iryna Lomachynska5
  1. Cracow University of Economics, Poland
  2. Kyiv National Economic University named after Vadym Hetman, Ukraine
  3. “Zhytomyr Polytechnic” State University, Ukraine
  4. Kherson State Agrarian and Economic University, Ukraine
  5. Odesa I.I. Mechnikov National University, Ukraine

     * Corresponding author

Received: 20 June  2023

Revised: 13 October 2023

Accepted: 7 November 2023


This article aims to address the critical topic of developing an international marketing strategy for domestic enterprises during a state of war. The study examines the implications of such conditions for marketing activities and offers insights into how domestic firms can navigate international markets amidst challenges arising from war and geopolitical tensions. This research combines an extensive review of the literature with a systematic methodology for developing international marketing strategies. The methodology involves identifying key factors influencing financial risk, assigning appropriate weighting coefficients, evaluating individual indicators, and calculating a comprehensive indicator. This comprehensive approach enables enterprises to understand their financial standing and make informed decisions to navigate challenges during times of war. The study highlights the significant challenges that domestic enterprises face during a state of war, disrupting economic stability, altering market dynamics, and introducing unprecedented financial risks. Comprehensive calculations of the indicators reveal the different effects of financial riskon international marketing activities, which vary across indicator categories and years. The methodology provides valuable insights into developing optimal international marketing strategies based on the changing dynamics of financial risk. This research fills a gap in the literature by focusing on developing international marketing strategies specifically tailored to the unique circumstances of domestic enterprises during times of conflict. The systematic methodology for calculating comprehensive indicators and deriving strategies adds a novel dimension to the existing research on international marketing strategies. This study offers practical recommendations for domestic enterprises operating in regions affected by a state of war. The identified strategies, such as price leadership, market diversification, collaboration with local partners, retaining customer bases, and enhancing online sales, provide actionable insights for businesses seeking to maintain competitiveness and thrive in international markets.

Keywords: agricultural economics; international marketing strategy; state of war; financial risks; comprehensive indicator; domestic enterprises.

How to Cite: Kuznyetsova, A., Garafonova, O., Yankovoi, R., Zhosan, H., & Lomachynska, I. (2023). Development of an International Marketing Strategy for Domestic Enterprises During a State of War. Marketing and Management of Innovations, 14(4), 200–211.

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