Impact of the Ukrainian Crisis on Investments in Online Market in Slovakia

Abstract

This article provides a comprehensive analysis of the impact of the Ukrainian crisis on investments in marketing and the online market in Slovakia, in the context of the largest military conflict in Europe since World War II. Given the changing perception of normality in society and the signif­icant impact of economic sanctions against Russia by the EU and the US on the global macroeconomic picture, the paper focuses on the Slovak online market as a relevant case study. The article first examines the current state of the online market in Slovakia and the influence of political and economic factors on its development. It is analyzed how economic sanctions and geopolitical tensions, directly and indirectly, affected the business of Slovak companies in various segments. In the second part of the paper, the needs and opportunities for the improve­ment of the online market in Slovakia are reviewed, taking into account the current challenges and uncertainties. As the main goal of this work, the author wants to show how the current cri­sis, caused by the events in Ukraine, can be successfully overcome by adapt­ing the market to the new rules of business, using the experience and knowl­edge gained during the crisis years during the Covid-19 pandemic. The pa­per ends by summarizing the key conclusions and provides recommenda­tions for further development of this topic, to encourage experts, research­ers and decision-makers to work together to solve the challenges brought about by the Ukrainian crisis.