# 88 437-440 View full article

УДК 658.8:004.738.5:005.591.6

DOI: https://doi.org/10.36887/2415-8453-2025-3-88

Havrylchenko Olena,
Dr. Sc. (Econ), Professor, Professor of the Department of Management, Business and Administration,
Simon Kuznets Kharkiv National University of Economics
https://orcid.org/0000-0002-0624-2938
Mazorenko Yevhen,
Head of the educational laboratory “International Business School of S. Kuznets KhNUE”,
Simon Kuznets Kharkiv National University of Economics
https://orcid.org/0009-0000-8855-5964

JEL classification: M31, M10, M54

The article examines the specific features of adapting enterprises’ marketing activities to relocation and remote work conditions. It substantiates that relocation involves not only the physical transfer of production or managerial capacities, but also a comprehensive transformation of the marketing environment. The main directions of these changes are identified, including the transformation of demand geography, the competitive environment, distribution channels, consumer priorities, as well as the increasing importance of corporate social responsibility and the strategic flexibility of enterprises. The marketing implications of relocation are generalized and manifest in the need for market re-segmentation, adaptation of the product portfolio, adjustment of pricing policy, localization of communications, development of omnichannel approaches, and implementation of digital tools for consumer interaction. Attention is paid to the role of digital marketing as a key instrument for ensuring the continuity of business processes under new operating conditions. Its main advantages are identified, including independence from the enterprise’s physical presence, precise targeting, measurable results, and the high speed of marketing campaign adaptation. The main digital marketing tools (SEO, SMM, contextual advertising, video marketing, and influencer marketing) are used to maintain customer communication, expand sales markets, and enhance enterprise competitiveness. The significance of brand management under relocation conditions is revealed: preserving brand identity, adapting positioning to the new market environment, and maintaining the target audience’s trust. Attention is also given to the organizational aspects of remote marketing, including implementing digital management platforms, adopting agile working methodologies, and adopting a results-oriented approach to performance evaluation. It has been proven that combining marketing localization with preserving brand integrity creates the preconditions for long-term enterprise resilience in a changing external environment.

Keywords: organization of marketing activities, enterprise relocation, remote work, digital marketing, adaptation, competitiveness, branding, distribution channels, localization, omnichannel strategies, strategic flexibility.

Rеferences

  1. Tataryntseva, Y., Pushkar, O., Druhova, O., Osypova, S., Makarenko, A., Mordovtsev, O. (2022). «Economic evaluation of digital marketing management at the enterprise». Eastern-European Journal of Enterprise Technologies. № 2 (13 (116). рр. 24-30. DOI: https://doi.org/10.15587/1729-4061.2022.254485.
  2. Chepeliuk, M.I. (2025). «Marketing strategies in martial law conditions: business adaptation to new realities». Biznes Inform. № 6. рр. 499–504. DOI: https://doi.org/10.32983/2222-4459-2025-6-499-504.
  3. Sychova, O., Osypenko, N., Petrishyna, T. (2023). «Digital marketing as a tool for sustainable business development». Ekonomika ta suspil’stvo. № 50. DOI: https://doi.org/10.32782/2524-0072/2023-50-32.
  4. Ivanchenko, N., Kudryts’ka, Zh., Rekachyns’ka, K. (2020). «Business models in the context of digital transformations». Vcheni zapysky TNU imeni V. I. Vernads’koho. Seriia: Ekonomika i upravlinnia. № 3. Vol. 31. рр. 185–190. Available at: http://econ.vernadskyjournals.in.ua/journals/2020/31_70_3/31_70_3_2/33.pdf.
  5. Merezhko, V., Ivanchenko, H. (2023). «The main stages of forming an enterprise relocation strategy under martial law». Ekonomika ta suspil’stvo. № 50. DOI: https://doi.org/10.32782/2524-0072/2023-50-83.
  6. Rodionov, S.O. (2022). «Internet marketing in Ukraine: modern trends and tools». Journal of Strategic Economic Research. № 3. рр. 110-118. DOI: https://doi.org/10.30857/2786-5398.2022.3.11.
  7. Pauwels, K., Wang, Y. (2020). «Marketing innovations during a global crisis: typologies and practices during COVID-19». Journal of Business Research. № 116. рр. 209-219. DOI: https://doi.org/10.1016/j.jbusres.2020.05.029.
  8. Datsyshyn, M. (2022). Relokatsiia pidpryiemstv u zakhidni rehiony Ukrainy: scho vazhlyvo znaty hromadam, iaki khochut’ ikh pryjniaty? [Relocation of enterprises to the western regions of Ukraine: what is important for communities that want to accept them to know?]. Pidtrymka detsentralizatsii v Ukraini. Available at: https://hromady.org/wp-content/uploads/2022/04/business_relocation.pdf.
  9. Bubenets’, I.H., Olinichenko, K.S., Khrystenko, S.S. (2025). «Marketing activities of enterprises in the conditions of digitalization: a practical aspect». Problemy suchasnykh transformatsij. Seriia: ekonomika ta upravlinnia. № 17. DOI: https://doi.org/10.54929/2786-5738-2025-17-04-08.
  10. Panchenko, V.A., Hrabchuk, I.L. (2024). «Challenges of business relocation: regulatory and accounting dimensions». Aktual’ni problemy ekonomiky. № 6. рр. 246-252. DOI: https://doi.org/10.32752/1993-6788-2024-1-276-246-252.

The article was received 12.08.2025

Quote article, APA style

Havrylchenko O. , Mazorenko Y. 12.08.2025 . Adaptation of enterprise marketing activities to the conditions of relocation and remote work. Ukrainian Journal of Applied Economics and Technology. 2025. №3. 437-440 pp. https://doi.org/10.36887/2415-8453-2025-3-88

Quote article, MLA style

Havrylchenko O. , Mazorenko Y. Adaptation of enterprise marketing activities to the conditions of relocation and remote work. Ukrainian Journal of Applied Economics and Technology. 12.08.2025 . https://doi.org/10.36887/2415-8453-2025-3-88