ENERGY SUSTAINABILITY AND BUSINESS VIABILITY: STRATEGIES FOR ADAPTATION OF UKRAINIAN ENTERPRISES IN CONDITIONS ON WAR AND ENERGY DEFICIT

Abstract

The purpose of the study is to organize and theoretically substantiate the main strategies that will allow Ukrainian enterprises to adapt to the challenges of wartime and energy shortages in order to maintain their functionality and viability. The research methodology is based on the generalization of modern theoretical approaches, analysis of publications, the experience of Ukrainian companies, as well as on conceptual modeling of an adaptive strategy for business. Findings. The transformation of energy sustainability from an infrastructure element into a key strategic competence of the enterprise is justified. The main strategic prospects of enterprises that invest in their own energy solutions and demonstrate higher viability and competitiveness are highlighted: Energy autonomy becomes a competitive advantage; Development of renewable energy – as a business model and as protection; Integration into the European energy system ensures long-term stability; The development of distributed generation reduces dependence on centralized networks. Based on the analysis of Ukrainian business practices (Top 20 investors in own generation), four interrelated adaptation strategies were identified and systematized: technological decentralization and autonomization of energy supply; operational agility and accelerated digitalization; relocation, diversification and neomarketing; investments in social and organizational capital. An adaptive business strategy structured around three pillars (autonomy, adaptability, resilience) and implemented in four sequential stages (“Survival”, “Stabilization”, “Development”, “Transformation”) is proposed. Practical value. The proposed strategy allows not only to maintain the viability of the enterprise in conditions of energy shortages and economic challenges due to the war, but also to form long-term competitive advantages through energy autonomy and operational sustainability. The practical significance of the results lies in the possibility of applying the proposed business strategy both in the war and post-war periods. A set of practical recommendations for the state and business has been formed, aimed at supporting the adaptation of enterprises in conditions of war and energy shortage. Implementing such an approach is critical for the recovery and future leadership of the Ukrainian economy.