HUMAN RESOURCES FOR IMPLEMENTATION OF THE BUSINESS DEVELOPMENT STRATEGY IN MARTIAL ARTS CONDITIONS: CHALLENGES, RESOURCES, DIGITAL SOLUTIONS

Abstract

The article considers the complex issues of personnel support for the implementation of enterprise development strategies under martial law. An analysis of the transformations of the business environment in Ukraine after the start of full-scale aggression was carried out, and the main challenges that complicate strategic planning and the functioning of organizations were identified. It is proven that effective personnel management is a key factor in the adaptation and long-term growth of companies, especially critical in conditions of instability, personnel migration and mobilization pressure on the labor market. Based on the system analysis, a personnel support mechanism was formed, which includes five blocks: target orientation, resource structuring, mechanisms for staff growth and retention, institutional support and internal consolidation of resources and actions. In addition, the main threats to the successful implementation of strategies were identified - from financial and institutional uncertainty to psychological exhaustion of employees. Special attention is paid to the use of digital technologies that provide flexibility, analytics, efficiency and increase the efficiency of management processes. Recommendations for integrating the HR vector into strategic management are summarized, with an emphasis on non-financial motivational methods and support for the psycho-emotional health of personnel. Despite limited resources, an unstable regulatory field and difficulties with personnel, many Ukrainian enterprises demonstrate a high level of flexibility, adaptability and innovative initiative. One of the key conclusions is that systematic staffing, built on the principles of strategic HRM, is able not only to compensate for personnel losses, but also to create new growth points. Internal training, development of a personnel reserve, digitalization of personnel management processes are approaches that have proven their effectiveness both in conditions of stability and in times of crisis. The conclusion is made that Ukrainian enterprises can successfully implement survival and development strategies through institutional flexibility, technological development and strengthening of human capital.