Abstract:

The process of business scaling during wartime is a unique phenomenon that directly relates to the migration and relocation of enterprises, both within the country and abroad. Unlike traditional scaling models, which are typically based on expansion strategies and growth in response to market demands, scaling in wartime occurs as a reaction to urgent consumer needs and is driven by anti-crisis management measures. The study of these processes, particularly in the field of postal services, is essential for understanding the opportunities and risks associated with business operations in extreme conditions. The main objective of this article is to analyze the scaling processes of Ukrainian postal services during the full-scale war, with a focus on the expansion of domestic companies into European markets. The article highlights how Ukrainian corporations, specifically 'Nova Post', adapted their operations to ensure continued service during wartime, using business scaling as a strategic tool. Special attention is given to the impact of the war on both the relocation of enterprises and the entrance into new, foreign markets, emphasizing the challenges faced and strategies employed. The research methodology involves a comprehensive analysis based on primary data collected through interviews with the management of Nova Post branches in Ukraine and Europe. The study is complemented by secondary data, including industry reports and academic literature, to provide a thorough examination of scaling strategies in crisis situations. Qualitative interviews with managers from Nova Post provided valuable insights into the operational challenges and successful strategies used to overcome them during wartime. The findings suggest that business scaling during the war in Ukraine was not only a response to immediate crisis conditions but also a forward-looking strategy for long-term growth and market expansion. Nova Post's entry into European markets, facilitated by the relocation of Ukrainian citizens abroad, played a crucial role in maintaining business continuity and meeting the increased demand for international postal services. The analysis also shows that scaling in wartime serves as both an anti-crisis measure and a tool for stabilizing the economic and social infrastructure.