INNOVATIVE BUSINESS DEVELOPMENT STRATEGIES IN THE CONDITIONS OF UKRAINE'S POST-WAR RECOVERY: INTEGRATION CHALLENGES AND THE ROLE OF ENTREPRENEURIAL ACTIVITY
Abstract
The article investigates innovative business development strategies in Ukraine in the context of post-war recovery and European integration challenges. The purpose of the study is to explore innovation-driven business strategies during Ukraine's post-conflict reconstruction, considering the constraints of limited resources and the requirements of EU integration. Special emphasis is placed on the role of entrepreneurial activity as a key driver of economic recovery, along with the identification of priority directions for innovative growth that can ensure resilience, adaptability, and competitiveness of national enterprises in the new geopolitical and economic environment. The current state of the business environment is analyzed, and key barriers to innovation and entrepreneurship are identified. Particular attention is given to the role of small and medium-sized enterprises (SMEs) as central actors in fostering resilience, economic revitalization, and structural modernization. The article underscores the need for long-term innovation policies, adequate institutional support, and inclusive frameworks to restore the business landscape. Priority areas include digital transformation, technological modernization, social and environmental innovation, and export orientation. The necessity of applying adaptive strategies in response to crises is emphasized, with a focus on sustainability, access to international markets, and financial independence. Based on analytical findings and policy analysis, the article proposes a structured classification of risks faced by innovative businesses and offers strategies for overcoming institutional, infrastructural, and security-related obstacles. The concept of a national innovation imperative is introduced as a catalyst for mobilizing resources and reconfiguring economic activity under war-related constraints. The scientific novelty lies in the conceptualization of innovation strategies not only as tools for modernization but as a prerequisite for Ukraine’s resilience and its alignment with EU standards. The practical significance is reflected in the policy recommendations offered to support SMEs and strengthen innovation ecosystems. The article also highlights the importance of integrated digitalization, international cooperation, and cross-sectoral engagement as foundations of economic transformation. Future research should focus on regional disparities, investment behavior, and the digital maturity of enterprises in post-conflict settings.
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