ANTI-CRISIS SCALING OF BUSINESS: THE EXPERIENCE OF ENTERING THE EUROPEAN MARKETS OF THE “NOVA” GROUP OF COMPANIES

Abstract

Based on the theoretical research and analysis of the practical experience, the article offers a comprehensive approach to understanding business scaling in the field of postal services during the war period. The purpose of the article is to study the processes of business scaling in the field of postal services in the conditions of war, with a special emphasis on entering European markets. Considering practical examples, the research analyzes the potential of scaling as a strategic management tool in crisis situations and its impact on the functioning of businesses during the war. In particular, the article considers different ways of scaling, such as the development of new niches and markets by a company and business replication by creating a business identical to the existing one, but in a different territory. The study outlines the features of business scaling and identifies the key factors affecting its success. The article states that scaling a business during the war requires adapting to extraordinary circumstances and responding to critical consumer needs. It is an effective tool for managing crisis situations, which ensures business stability and its adaptation to new realities. The article suggests the analysis of scaling strategies that can be applied by companies to increase their efficiency and competitiveness. The research considers the impact of the full-scale war on the expansion of postal services in European markets and identifies possible advantages and risks of such an expansion. The study carried out the analysis of practical examples of successful scaling of the “Nova” group of companies, which set ambitious plans and goals as a startup. The article analyzed the structure and dynamics of the opening of foreign branches of Nova Post after the start of the full-scale war. In addition to focusing on the client segment of Ukrainians in Europe, who know Nova Post as a leader in Ukraine, the company considers local residents of Eurozone countries as potential clients in the future. The scaling uses a startup approach, the main advantages of which are flexibility and project work, adaptability, experimentation and testing of new algorithms and processes. The article proposes conclusions regarding the effectiveness of various scaling strategies to enter the EU markets in wartime conditions and identifies prospects for further research.