SOCIALLY RESPONSIBLE BEHAVIOR OF BUSINESS ENTITIES IN THE UN-OCCUPIED TERRITORIES OF UKRAINE UNDER WAR CONDITIONS: ASPECTS OF MARKETING AND MANAGEMENT
DOI:
https://doi.org/10.31891/mdes/2022-4-11Keywords:
enterprise management, economical development; war, unoccupied territories, social responsibility, marketing, managementAbstract
The purpose of the study is to identify obstacles and prospects for the development of domestic enterprises during the war, identify problematic aspects of social and labor relations and substantiate marketing and management tools and means of implementing socially responsible behavior of business entities in the unoccupied territories.
The study reveals the relevance of the problem of formation and implementation of socially responsible behavior of economic entities in wartime. The key problems faced by business in martial law are revealed. The key problematic aspects of the functioning of the social sphere and the population of Ukraine in the context of a full-scale war of the Russian Federation against Ukraine (refugees and migration abroad, internally displaced persons, loss of jobs and income, etc.) are pointed out.
It is shown that the full-scale war of the Russian Federation against Ukraine led to a critical and negative impact on the population of the country, as it caused mass forced displacements both within the country and abroad, destruction of social and business infrastructure, destabilization of labor markets and employment. existing and formed a set of new socio-humanitarian problems at the level of macroeconomic, social and demographic security of the country.
The scale of the negative consequences of the war for business in Ukraine is shown. The tools and measures for managing the development and implementation of socially responsible behavior of enterprises in the unoccupied territories of Ukraine according to the basic functions of management - analysis, planning, organization, motivation and control. The tools and means of marketing policy to ensure the development and implementation of socially responsible behavior of enterprises in the unoccupied territories of Ukraine are substantiated.
The applied significance of the research results is that specific tools and means in the spheres of management and marketing have been identified, the implementation of which ensures, firstly, the viability of economic entities in the difficult conditions of war; secondly, the realization of their capabilities in terms of active socially responsible policy.
The scientific novelty of the research results is the improvement of the methodology of planning a socially responsible policy of economic entities, when the appropriate tools in this area are formed by the functions of management and marketing functions.
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