EXPORT OF MARKETING-ANALYTICAL SERVICES IN WARTIME: RESILIENCE OF THE UKRAINIAN MARKETING AND ADVERTISING RESEARCH INDUSTRY
DOI:
https://doi.org/10.32782/inclusive_economics.12-32Keywords:
marketing-analytical services, export resilience, marketing research, advertising research, knowledge-intensive business services, KIBS, professional internationalisation, reputation, brand, resilience, advertising, marketing, services marketingAbstract
The article examines the export of marketing-analytical services as a manifestation of the resilience of the Ukrainian marketing and advertising research industry in wartime. The relevance of the study is determined by the fact that professional research services generate intangible value through methodology, data quality, interpretation, ethical engagement with respondents, digital delivery of results, and client trust. Under wartime conditions, such services are capable of maintaining international operability, as their export is less dependent on physical logistics, while requiring a high level of organisational flexibility, technological readiness, and professional legitimacy. The aim of the article is to substantiate the export of marketing-analytical services as a manifestation of the resilience of the Ukrainian marketing and advertising research industry and to develop an original model of export resilience for this sector. The research methodology is based on secondary analysis of scholarly, professional, and statistical sources, a comparative-analytical approach, conceptual modelling, and elements of content analysis of descriptions of Ukrainian research companies. The article shows that in 2025 the Ukrainian marketing research market combined domestic recovery with substantial external activity. It is demonstrated that advertising, brand, media, and communication research, customer and user experience research, market modelling, and customer satisfaction studies form an export-ready analytical portfolio of Ukrainian companies. The scientific novelty of the study lies in the conceptualisation of the export resilience of the marketing-analytical industry as a multi-component capacity of the sector to maintain an international presence, sustain trust in the quality of data and interpretations, operate in accordance with international professional standards, diversify revenue sources, and develop its own methodological agency under conditions of wartime uncertainty. The article proposes the concept of export resilience of the marketing-analytical industry as a multi-component capacity of the sector to maintain an international presence, sustain trust in the quality of data and interpretations, diversify revenue sources, and develop its own methodological agency in wartime conditions. Its key components are identified as diversification of external markets, professional standardisation, data quality, digital readiness, network and reputational capital, workforce resilience, service renewal, and the capacity to counter technological risks.
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