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This article explores entrepreneurial strategies in the food industry, highlighting the growing role of digital platforms, social media, and innovative technologies in shaping consumer behavior and business development. The study emphasizes how personalized marketing campaigns, data- driven promotion tools, and brand positioning practices affect consumer decision-making, influence purchasing motivation, and facilitate effective market segmentation.

The main principles of the system of team interaction of enterprise personnel in modern conditions are determined and recommendations for its improvement are provided.

The purpose of the study is to examine the essence, effectiveness, specifics and possibilities of using emotional marketing in a full-scale war, as well as to identify key emotional triggers that affect consumer behavior and brand competitiveness in crisis situations. The main factors of emotional influence, development trends and challenges facing companies in wartime are summarized.