THE WAR IN UKRAINE AS A CATALYST FOR CHANGE IN EUROPEAN STRATEGIC MILITARY MARKETING
Abstract
The purpose of the article is to substantiate the transformational changes in the strategic military marketing of the European Union countries under the influence of a full-scale armed invasion of Ukraine in 2022. The object of the study is the strategic principles of the formation of military marketing in the EU countries. It is considered how Russia's full-scale invasion of Ukraine (2022) became a catalyst for large-scale transformations in the strategic military marketing of Europe. Key indicators for 2020–2024 are presented, which confirm the fundamental changes. It is explained why these quantitative changes, together with the surge in international arms exhibitions and the growth of military-themed advertising, indicate a new era in the promotion of Europe's defense capabilities. Four main obstacles to these transformations are identified: the fragmentation of the European defense industry and the inconsistency of national interests, which prevents the achievement of economies of scale; dependence on imports of critical components (raw materials, microchips), which creates “bottlenecks” in production; lack of qualified personnel, which hinders the expansion of production; bureaucratic and regulatory barriers that slow down the implementation of defense programs. At the enterprise level, four transformations are identified: the transition of defense companies to a large-scale (de facto military) production regime to meet unprecedented demand; increased marketing activity - record participation in international exhibitions, the use of modern PR tools and the promotion of the combat advantages of products; adaptation of the product portfolio to the lessons of war (priority to the production of ammunition, air defense, drones, etc., which have proven effective in combat); significant expansion of personnel and a change in personnel policy aimed at attracting and training a new generation of specialists. It is proven that the war in Ukraine, although it became a huge challenge for security, at the same time stimulated Europe to consolidate and modernize the defense sector. European strategic military marketing has undergone an accelerated evolution – from passive to proactive, from dispersed to integrated. Despite the existing difficulties, the results of the transformations have already strengthened Europe’s defense potential and increased its role in the global arms market.
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