retail chains, economic recovery, infrastructure damage, regional strategies for retail chains, Russian-Ukrainian war
Abstract
The conflict between russia and Ukraine has caused extensive destruction to Ukraine’s infrastructure, significantly impacting retail chains. The latter appeared as essential aspects of economic recovery. The government supported businesses and stabilised prices during the war by reducing VAT rates on fuel and updating the tax system. However, the fullscale invasion brought formidable economic and infrastructural challenges to Ukrainian retailers, with store destruction and damage resulting in significant losses totalling $402 million, according to the Ukrainian Council of Shopping Centers, with the eastern regions bearing the brunt. Amidst the war, retailers logically responded, adapting strategies to regional conditions to restore infrastructure and ensure the safety of their employees and consumers. In areas less affected by the war actions, marketing campaigns and product assortment adjustments assisted adaptation, while retail growth occurred in regions with high displacement rates. The article underscores the efficacy of retail chains’ strategic responses, as evidenced by data from the Ukrainian Retailers Association. Over 97% of retail establishments resumed operations within the first 14 months of the conflict, indicating a steady market recovery. In the subsequent three months, leading retail chains nearly restored pre-war outlet numbers, signalling readiness for growth. Future research avenues include deeper examination of war impacts on retailers, evaluation of regional recovery strategies’ efficacy, and exploration of international expansion opportunities.
Author Biography
Yurii Tymeichuk, National University of Water and Environmental Engineering, Rivne
