Marketing innovative technologies and business analytics of foreign economic activity in risk management of transport enterprises

Abstract

The article examines marketing innovation technologies and business analytics of foreign economic activity (FEA) in risk management of transport enterprises of Ukraine in the context of globalization and war. The impact of digital technologies on increasing the efficiency of risk management is analyzed, and the need for integrating business analytics to adapt to new challenges is substantiated. The article analyzes the dynamics of changes in the transport industry of Ukraine for 2022–2024, in particular the volume of cargo and passenger transportation. It is found that the largest decline was observed in 2022 due to the destruction of logistics routes, blockade of ports and loss of markets. In 2023–2024, a gradual recovery is noted due to the adaptation of enterprises to new conditions, the development of alternative delivery routes and partnerships with EU countries. The integration of marketing innovations (Big Data, IoT, blockchain) and business analytics is proposed to create adaptive risk management strategies. This will minimize the impact of crisis factors, optimize resources and ensure long-term competitiveness of transport enterprises.

The article examines the impact of war on the activities of transport enterprises of Ukraine in the field of foreign economic activity (FEA) and risk management. The role of marketing innovative technologies and business analytics in minimizing risks caused by the destruction of infrastructure, loss of markets and logistics routes is investigated. Approaches to integrating innovative technologies into the strategy of enterprises are proposed to ensure their competitiveness in war conditions. The combination of these approaches contributes to the stability of the industry even in war conditions and creates opportunities for its further development. The goal is to develop recommendations for the implementation of marketing innovative technologies and business analytics for effective risk management in transport enterprises engaged in foreign economic activity. Research methods: the research used business analytics methods, namely: statistical analysis - using data from the State Statistics Service of Ukraine to assess transportation volumes; expert assessments - involving specialists to identify critical risks in the transport industry; Literature analysis – a review of scientific publications on the topic of marketing innovations and business analytics.