Irina Parkhomenko’s scientific contributions

The full-scale war of the Russian Federation against Ukraine led to real shocks in the Ukrainian economy. The restoration of the Ukrainian economy is unthinkable without active cooperation with Ukrainian companies. An important place is occupied by Ukrainian marketing companies. A survey was conducted of a number of marketing companies that define themselves as "leading". There is no doubt that all the surveyed companies were quite successful until February 24, 2022. In all cases, the surveyed companies failed the implicit marketing test. Completely failed. Promises were made to complete the work as soon as possible. Not a word was presented. In one case, it was clearly stated that the company could not perform such work due to lack of data. In other cases, everything ended with an unexpected silence and a complete break in contacts. It can be stated that there is no clear understanding that the economy of Ukraine before February 24, 2022 and after the end of this war is not the same object of study. The war is perceived as a kind of external factor, and after its completion, "everything will return to normal." Accordingly, nothing needs to be changed in the marketing research standard. A number of practically significant conclusions are made. Clear recommendations for conducting high-quality marketing research in Ukraine are formulated. The recommendations are targeted at European and American companies.

The reconstruction of Ukraine after a war is not a trivial issue. The timing of investments is one of the most challenging problems. We are discussing overseas investments. Consideration is given to the factors that shape the Western perspective on investing in postwar Ukraine. There are significant disparities in the evaluation of the situation based on the initial view point. Western entrepreneurs have their own particular perspective. This viewpoint is not the only one. There is an approach taken by the Ukrainian party. There is a position of Indian and Chinese investors. An interesting situation in its own way. Recommendations are given for starting work in the market of post-war Ukraine. The research is of interest from the point of view of effective marketing for commercial activity in Ukraine.

The market is a self-organizing system. It has a lot of surprises. Market forecasting is a highly complex procedure. Predictions often fail outright. The reasons for the failures can be related both to force majeure (for example, the start of a full-scale war of the Russian Federation against Ukraine), or to be quite implicit. Until the end, it remains unclear what was done incorrectly by the experts. There are many examples of this kind of implicit forecasting failure. There are special cases too. The war of the Russian Federation against Ukraine has become a catalyst for dramatic changes in the post-Soviet space. As a result, a large number of post-Soviet states are categorically moving away from the former influence of Russia. They become anti-Russia. This is an emphatic and consistent position. In the case of massive destruction (Ukraine), one can unequivocally predict the fundamental directions of economic restructuring. The concept of outrunning marketing is based on just such a case. The socio-cultural standard of the development of the territory of Ukraine is changing radically. Previously, it developed under the clear dominance of Russia. In the new version, there is an unequivocal dominance of the Western socio-cultural system. The new link determines the dynamics of economic change. This is due both to the elimination of the obvious consequences of the war and long-term trends (periods of up to 10 years or more). An important element of the concept of outrunning marketing is related to regional analysis. Ukraine is too big a state to analyze it as a whole. Ukraine's reality is dramatic regional differences. The war only strengthened them. The concept allows for a detailed regional analysis of the territory of Ukraine. Communities (“gromadas”) are taken as a basis. This is a grassroots unit of the administrative territorial structure of Ukraine. At the moment, their number is determined at 1469. The concept of outrunning marketing is fully adapted to modern digital cartography. It can be an effective basis for solving issues of locating new production facilities in Ukraine. The study may be useful to economists, geographers, marketers and a number of other experts. The concept of outrunning marketing is focused on solving practical issues generated by the war of the Russian Federation against Ukraine.