MODERN TYPES OF BUSINESS PROCESS DIVERSIFICATION STRATEGIES IN THE CONTEXT OF EUROPEAN INTEGRATION

Abstract

THE AIM OF THE STUDY was to highlight the existing strategies for diversifying business processes in the context of Ukraine's European integration.

RESEARCH METHODS. The following research methods were used in the article: general scientific methods, methods of studying economic phenomena and processes: method of comparison, method of synthesis, graph and tabular method, method of structuring and grouping.

RESULTS. The article proves that topical issues of ensuring the effectiveness of diversification of business processes in the context of European integration are of fundamental importance, since the competitiveness of enterprises and their sustainability in foreign markets depend on the successful implementation of diversification strategies. This is especially important in the context of constant changes in the global market and the need to adapt to new business conditions determined by integration processes and the need to comply with international standards. The article systematises and summarises the main diversification strategies, such as vertical, horizontal, conglomerate and international. The essence of each strategy is described, their features are noted, and the main differences, advantages and risks are highlighted. The study also summarises the possible consequences and identifies the need to adapt to the new business environment in line with European standards. It is proved that vertical diversification involves expansion along the production or supply chain to optimise costs, while horizontal diversification involves expansion of activities at the same level of production or services to expand the range or improve quality. The process of entering the European market by opening branches in Poland by Nova Poshta LLC is studied, the adaptation of the business model by forming an international team and the strategy of cooperation with the local partner InPost is analysed. The financial costs of opening branches were estimated and the changes in the company's corporate identity in the context of European integration were recorded

KEYWORDS: risks; expansion of activities; vertical and horizontal diversification; international markets; martial law; supply chains; innovative development.