Business diversification and changes in perspective strategies for managing innovation activities during martial law

The purpose of this article was to study the changes in the directions of entrepreneurial activity and approaches to managing innovation in the context of the Russian-Ukrainian war. The analysis shows that during the Russian-Ukrainian war, the Ukrainian market for innovation and development suffered significantly. This is evidenced by both the global innovation index of Ukraine and the European innovation index. This deterioration has had a significant impact on the development of innovation at Ukrainian enterprises. In order for an enterprise to function effectively in the context of war, more effort and attention should be paid to innovation and changes in the long-term strategies for managing such activities. The author identifies ten areas that should be implemented by Ukrainian enterprises in the context of war: the development of a “business core”, the introduction of artificial intelligence, machine learning, augmented and virtual reality, blockchain technologies, the introduction of “smart solutions” using the Internet of Things, as well as the implementation of “green reconstruction”, genetic engineering or biotechnology, quality improvement, and the creation of their own ecosystem. The study found that the main role in this process is played by the effective management of innovation activities, so it is important for Ukrainian enterprises to change their long-term management strategies. The process of changing the strategy of innovation management and choosing a new way of business diversification for Ukrainian entrepreneurs should take place in five consecutive stages: formation of an individual innovation process, increasing attention to research and development, internal sources of innovation, promoting the interaction of internal and external sources of innovation, combining various components into a single innovation system, and effective management of the created innovation ecosystem. The study identifies the main aspects that should be present in the changed strategies to enable enterprises to function as efficiently as possible during martial law. These aspects include accelerating the emergence of innovations, creating motivation to invest, and developing partnerships in the investment process