MARKETING ADAPTATION STRATEGIES AS A TOOL FOR ENSURING BUSINESS RESILIENCE UNDER CONDITIONS OF HYBRID CRISES

Abstract

The relevance of the study is driven by the global economic transition to a state of permanent turbulence, which renders traditional marketing strategies ineffective in countering hybrid crises. The importance of the topic is reinforced by the urgent need to find new business stabilization mechanisms in a non-linear environment (BANI model) and radical socio-political shocks. The aim of the work is the theoretical substantiation and development of adaptive marketing tools aimed at ensuring the organizational resilience in crisis conditions. The research design is based on a conceptual analysis of the evolution of marketing models from static planning to dynamic response. An interdisciplinary approach is applied, combining strategic management theory, the concept of antifragility, and the Service-Dominant Logic paradigm. The research hypothesis suggests that in hybrid crises, business viability is determined not by the volume of tangible assets but by the speed of value proposition adaptation and the level of accumulated consumer trust. The methodology is based on a combination of systemic analysis and the deductive method for deriving strategic tactics. Within the study, the experience of leading Ukrainian market operators ("Nova Post", Rozetka) is analyzed, and patterns of transition from the classical 4P complex to service-oriented 4C models are established. The principles of marketing agility are formulated, and an original model for measuring adaptive efficiency is proposed, based on the synergy of value, trust capital, and reaction time lag. The theoretical significance of the work lies in expanding the understanding of business resilience through the prism of marketing durability. Practical value is provided by the possibility of implementing recommendations for stabilizing enterprises in high-risk zones. The scientific novelty consists in the conceptualization of adaptive marketing as a strategic stabilization mechanism. This article is a theoretical study.