RESILIENT WINE DISTRIBUTION MODELS: STRATEGIC ADAPTATION TO MARKET TURBULENCE AND LESSONS OF SECURITY-ORIENTED MANAGEMENT FOR UKRAINIAN WINEMAKERS
Abstract
The purpose of this article is to substantiate strategic approaches to the development of resilient wine distribution models in Ukraine under conditions of market turbulence and systemic uncertainty. It aims to identify effective mechanisms for adapting distribution systems to the challenges of wartime logistics, fragmented consumer demand, and infrastructural constraints. Special attention is given to integrating security-oriented management principles and international best practices into the Ukrainian context, with a focus on enhancing the competitiveness and sustainability of domestic winemakers. The authors analyze current challenges faced by domestic wine producers, including fragmented sales channels, unstable consumer demand, and limited infrastructure resources in various regions. The core of the study is the search for an effective distribution model that integrates international experience with Ukrainian realities, taking into account legal, economic, and psychological aspects of consumer and distributor behavior. The research methodology is based on systems analysis, comparative modeling, and SWOT diagnostics of key elements in the distribution chain. Elements of Spiral Dynamics are applied to assess the motivational profiles of market participants, revealing deep decision-making drivers in logistics and marketing. The study also employs expert surveys, content analysis of regulatory documents, and statistical data processing. The results demonstrate that adapting flexible, multichannel distribution models with consideration of local specifics enhances sales efficiency, reduces transactional costs, and strengthens the competitive position of Ukrainian winemakers. Specific recommendations are proposed for integrating digital platforms, developing partnership networks, and implementing motivational mechanisms for distributors. The practical significance of the findings lies in their applicability for strategic planning in the agricultural sector, development of educational programs for logistics and marketing professionals, and formulation of state policies to support small and mediumsized wine producers. The proposed model may serve as a foundation for further research in agri-food distribution under crisis conditions.
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