• Energy Research

The war in Ukraine dealt a crushing blow to the country’s economy. The relevance of the topic is due to the marketing ability to be an effective tool for restoring and developing business in Ukraine. The paper aims to define the state and prospects for developing business and its marketing component during the war in Ukraine. The research analysis demonstrates that the share of business representatives who completely or partially ceased their activities during the first three months of the war decreased from 75.3% in March to 49.0% in May (compared to February 24, 2022), which is indicative of the gradual resumption of business in Ukraine. At the same time, it was found that in May 2022, the food retail, non-food retail, household appliances, and electronics sectors partially resumed their work. The best renewal rates are observed in the jewelry sector, and the worst – in the entertainment sector. A study of marketing activities in Ukraine shows that the most positive changes regarding gradual renewal are observed in digital marketing. The paper highlights the key consequences of hostilities for Ukrainian business and its marketing activities: supply chain disruption, reduced purchasing power, changes in consumer demand, stockpiling, and a state of uncertainty among business representatives. In addition, the study offers general approaches to adapting marketing and SMM during the war to preserve, restore, and further develop business in Ukraine.

The disruptive technologies and cyber-physical production systems are important factors that bring transformations to socio-economic formations. The paper aims to formulate the content, key directions, positive and negative effects of additive economy (AE) in the current transition phase to Industry 4.0. The research method is based on the analysis of structural links in socio-economic systems, where the additive economy potential is realized. The additive economy is treated as a new approach to production technological aspect based on the additive principle of manufacturing and aimed at minimizing the use of primary natural resources for dematerialization of social production. AE is the antithesis of the subtractive economy, which dominates today and uses only a tiny proportion of extracted natural resources. Among the positive effects of AE, there are the reduction in energy intensity of products, dematerialization of production, solidarity of society, economic systems sustainability, and intellectualization of technologies and materials. Among the negative expectations of AE, there are increased information vulnerability of production, risk of losing control over cyber-physical systems, expanding the unification of individuals, and increasing psychological stress. The additive economy is more sustainable than the subtractive economy since it does not require extra components to the production spheres, reduces the resource scarcity, and could satisfy more economic agents’ needs. Therefore, improved production efficiency due to AE promises economic growth acceleration, environmental burden and social risk reduction. Acknowledgment The publication was prepared in the framework of the research projects “Sustainable development and resource security: from disruptive technologies to digital transformation of Ukrainian economy” (№ 0121U100470); Fundamental bases of the phase transition to an additive economy: from disruptive technologies to institutional sociologization of decisions (No. 0121U109557).