ANTI-CRISIS STRATEGIC DEVELOPMENT OF RETAIL CHAINS UNDER LOGISTICAL DESTABILIZATION

Abstract

The article  examines the transformation of retail chains in Ukraine under conditions of severe logistical disruption caused by wartime shocks and infrastructure damage. The research focuses on identifying the strategic determinants of business resilience when supply chains become unstable, transportation routes are reconfigured, and cost structures are significantly altered. Retail networks are considered not only as commercial entities but also as systemically important actors ensuring market continuity and consumer access to essential goods. The study analyzes the key performance indicators dynamics of leading retail chains during 2021-2024, revealing a strong sensitivity of profitability and inventory turnover to external logistical constraints. The deterioration of sales margins during the disruption peak phase is interpreted as a consequence of increased transportation costs, supply delays, shifts in import dependence, and the need to accumulate precautionary stocks. At the same time, the research highlights differentiated adaptive capacity across retail formats, demonstrating that discount-oriented business models exhibit relatively higher operational flexibility under crisis conditions. A multi-level conceptual framework is developed to explain the interaction between external risk factors and internal organizational responses. The paper substantiates the transition from cost-minimization logic toward adaptive strategic management that integrates supplier diversification, logistics restructuring, buffer inventory policies, digital supply chain management tools, financial stabilization instruments, and omnichannel development. Emphasis is placed on the systemic nature of transformation, where operational, technological, financial, and institutional adjustments are implemented in a coordinated manner. The findings confirm that sustainable recovery of retail chains requires not isolated tactical reactions but a comprehensive redesign of supply chain architecture and strategic priorities. The proposed set of anti-crisis strategies forms a foundation for strengthening competitiveness, enhancing liquidity, and ensuring long-term adaptability in a volatile economic environment. The conclusions may serve as a methodological basis for improving strategic planning of retail chains operating in high-risk and post-crisis context.