Issue: № 5, 2025
Doi: https://doi.org/10.37634/efp.2025.5.12
Introduction. The paper examines modern approaches to risk management and business resilience within strategic key account management (KAM) in the context of economic and military crises. The study focuses on how B2B companies adapt their KAM strategies to external shocks such as the COVID-19 pandemic, war, and energy crises, with a comparative emphasis on Ukraine, Poland, Romania, and the Baltic States. The purpose of the paper is to identify and evaluate effective instruments and methods for KAM teams to respond to operational, financial, and logistical risks during periods of uncertainty. The paper aims to highlight both the unique challenges faced by Ukrainian companies and the international best practices that can enhance the business resilience of KAM systems. Results. The research applies comparative and case study methods, including analysis of financial and logistical reporting, expert interviews, and scenario modeling. The results reveal that KAM teams have adjusted their structures, payment policies, and risk management protocols to ensure flexibility and rapid response. Special attention is paid to changes in credit risk management, diversified logistics, and the implementation of advanced financial planning tools. Comparative analysis demonstrates that companies in Poland and the Baltic States rely more on digital risk analytics and insurance instruments, while Ukrainian firms increasingly develop scenario-based approaches and build reserves to manage volatility. Conclusion. The paper formulates practical recommendations for KAM and top management, focusing on proactive risk identification, diversification of supply chains, and dynamic financial planning. The findings contribute to the understanding of business resilience in B2B sectors under crisis conditions and suggest avenues for further research in digitalization and cross-border cooperation in risk management.
Keywords : risk management, business resilience, key account management, crisis adaptation, financial planning, international experience
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