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Marketing Strategy of the Small Business Adaptation to Quarantine Limitations in the Sphere of Trade Entrepreneurship


Nataliia Ivanova, Olha Popelo, Ruslan Avhustyn, Olena Rusak, Alina Proshchalykina


Vol. 22  No. 1  pp. 149-160


The article considers the peculiarities of developing a marketing strategy for the adaptation of small businesses to quarantine restrictions in the field of commercial entrepreneurship. The importance of reformatting the existing marketing strategy in connection with the change of key conditions of trade activity with the introduction of quarantine restrictions due to the covid-19 virus epidemic is substantiated. Quarantine restrictions and the temporary introduction of lockdown in various countries around the world, including Ukraine, have not only caused a crisis for small businesses. But they became a shock therapy and accelerated the digitalization of retail. Trends in digitalization and development of digital infrastructure allow both to adapt the structures of commercial entrepreneurship to the current conditions, and set directions for development in the long run. Particular attention in the article is paid to changing the business model and automation of sales processes based on the introduction of vending. The preconditions and existing experience of vending in Ukraine are analyzed. An outline of the business model of the project for the sale of goods through vending machines has been developed.


marketing strategy, digitalization, digital consumer behavior, trade entrepreneurship, retail, quarantine restrictions, covid-19, vending.