Marketing Analytics in Ensuring the Recovery and Development of Businesses in Ukraine

Abstract

iven the unprecedented nature of the events taking place in Ukraine, business entities need management tools and methods that are would be adequate to modern challenges. Of particular importance in the process of making managerial decisions is marketing analytics, the key role of which is to promptly generate information on the consequences and changes under the influence of processes and phenomena occurring in the external environment. The article substantiates a new focus of marketing analytics on the search for prospects and opportunities for business survival now and in the future, in the post-war development. The article develops the theoretical foundations and provides applied tools for using marketing analytics to determine the strategic vector of business development. The authors characterize the prerequisites for the emergence of new business management tasks in the context of the ongoing military aggression, which form new requirements for marketing analytics. As changes become more dynamic and dramatic, the survival and development of business in the face of modern shocks depend on the speed of reaction to the processes and phenomena taking place, awareness of the new reality, and promptness of managerial decision-making in terms of initiating actions and measures to implement changes in the company. It is strategically important for businesses to try to manage uncertainty, project the future, and take the initiative, which means acting proactively. This requires critical thinking and high-quality marketing analytics that are able to provide identification and initiation of necessary/desired changes in the company aimed at breakthrough, revolutionary, progressive, radically new transformations in the business model, business processes, organization, technologies, processes, products, services, marketing, strategies of the business entity. Attention is focused on the fact that, along with the crisis, there are also positive processes, which are mainly associated with the fast development of new technologies, the rapid pace of digital transformation, changes in consumer behavior patterns, the introduction of the principles of sustainable development, according to which it is necessary to identify and/or create new opportunities for business development.

Keywords

• business entities
• marketing analytics
• critical thinking
• management
• change
• development
• recovery.