ФОРМУВАННЯ СТРАТЕГІЧНОЇ СТІЙКОСТІ B2B-ПІДПРИЄМСТВ В УМОВАХ ВОЄННОЇ НЕСТАБІЛЬНОСТІ: РОЛЬ НАВЧАННЯ ТА ПІДТРИМКИ ПАРТНЕРІВ

The purpose of this study is to examine the strategies and mechanisms of business-to-business (B2B) interactions under conditions of global crises, with particular emphasis on the COVID-19 pandemic. The research investigates how enterprises adapt their relational strategies with partners and clients to maintain competitive advantage and operational sustainability. The article analyzes the evolution of B2B marketing processes in Ukraine and internationally, highlighting the importance of strategic communication, trustbuilding, and resource dependency management in uncertain environments. The study applies a systematic review of existing literature and empirical data on small and medium enterprises, focusing on the effectiveness of different approaches to relationship management, risk mitigation, and resilience development. Special attention is given to the integration of digital technologies and electronic platforms in B2B interactions, which serve as tools for monitoring partner performance, enhancing customer engagement, and ensuring business continuity. The research also considers the role of expert assessment methods, including the Delphi technique, in evaluating the efficiency of workforce utilization and decisionmaking processes. Findings indicate that enterprises employing proactive and flexible strategies, incorporating both technological solutions and human-centered management practices, demonstrate higher adaptability and long-term sustainability. Furthermore, the study identifies critical challenges in the Ukrainian market, including legislative constraints, economic volatility, and limited access to strategic resources, which require targeted interventions and innovative solutions. The paper concludes that the combination of empirical research, systematic literature review, and expert evaluations provides a comprehensive framework for understanding and improving B2B relationship management during crises. The results contribute to theoretical and practical knowledge in strategic management, highlighting actionable recommendations for managers, policymakers, and researchers aiming to enhance business resilience, strengthen partnerships, and optimize resource allocation in dynamic and uncertain business environments. Overall, this study emphasizes the necessity of integrating adaptive strategies, technological advancements, and collaborative approaches to secure competitive advantage and ensure sustainable growth in B2B markets under global crisis conditions.