The article is devoted to the development of strategic approaches for the advancement of small trade enterprises under the conditions of war. The relevance of the topic is determined by the urgent need to adapt entrepreneurial activity to the deep economic disruptions caused by full-scale military aggression. In the face of destroyed logistics chains, limited consumer demand, population displacement, and infrastructural losses, small businesses must not only ensure survival but also seek new trajectories for development in a volatile environment. The study aims to identify effective strategic directions that could enhance the sustainability, resilience, and transformational capacity of small trade enterprises during periods of prolonged instability. Emphasis is placed on the duality of the war context, which generates both risks and non-obvious opportunities for entrepreneurs, including accelerated digitalization, access to foreign markets, rethinking supply systems, and participation in recovery efforts. The research methodology combines theoretical generalization, system analysis, comparative and structural-functional methods, as well as SWOT analysis to assess internal capabilities and external threats and opportunities. The study resulted in a set of strategic recommendations focused on sustaining and strengthening the operational capacity of small trade enterprises. These include business model transformation, diversification of sales channels, localization of supply chains, investment in digital tools, and community-level partnerships. Special emphasis is placed on the role of flexibility, rapid decision-making, and the ability to pivot in response to evolving conditions. The findings underscore that survival strategies must be paired with forward-looking measures to position small enterprises for post-crisis recovery and growth. The practical value of the article lies in its contribution to the development of a framework for making effective strategic decisions in conditions of high uncertainty and risk. The proposed recommendations can be used by entrepreneurs, business consultants, and policy-makers in designing supportive environments for small trade enterprises during and after the war.
Roman Sharanov (Mon,) studied this question.