Planning, Innovation, Survival: Experience of Ukrainian Retail Business

This article is devoted to analysing strategic approaches the Ukrainian entrepreneurs use to adapt and survive in the conditions of russian military invasion. The paper evaluates the main challenges that retail businesses face under constant threats and risks, including disruptions in logistics chains, instability of demand, changes in consumer behaviour, financial risks, and the need for rapid implementation of innovations and strategic decisions that affect not only business but human lives. Special attention is paid to the analysis of the financial stability of enterprises during the full-scale war. Key performance indicators are identified: profitability, liquidity, and cost optimisation, which play a crucial role in maintaining the competitiveness of companies. In addition, the article covers the role of process automation, the transition to omnichannel business models, and increased customer focus in new market realities. Based on the obtained results, I have proposed some recommendations to expand the sustainability of enterprises in the long term. In particular, stressing the importance of expanding digital sales channels, having more flexibility in supply chains (including developing partnerships), and improving operational efficiency.