THE IMPACT OF THE COVID‑19 PANDEMIC ON CHANGING THREATS TO BUSINESS GROWTH IN UKRAINE

Quarantine has paralyzed business activity in all parts of the world. For Ukrainian entrepreneurs, this test has complicated the already difficult economic situation. This article analyzes how the priority of business development threats has changed since the beginning of the pandemic in the world. With the onset of the pandemic, the greatest threat to business development was the risk associated with human capital, which outpaced the risk of the supply chain and the return to territorialism. Contrary to the global trend, in Ukraine this year the risk of staff shortages has moved from the first line, where it has been for the last few years, to the fourth. In particular, a characteristic feature of the labor market in Ukraine has been the large scale of hidden unemployment with a relatively small scale of growth of officially registered unemployment. Moreover, the Ukrainian labor market was negatively affected by the COVID-19 pandemic in several areas. First, the development of the situation on the Ukrainian labor market is influenced by changes in the segment of the national economy, the operation of which is focused on the domestic market of Ukraine. Secondly, in that segment of the national economy, the functioning of which is focused on the foreign (world) market. Third, the development of the situation on the Ukrainian labor market is influenced by changes in the current situation with the direct migration of labor from Ukraine abroad. After all, Ukraine is a fairly large net exporter of labor and labor services on the world market. This approach to the analysis of the Ukrainian labor market in terms of the impact of endogenous (external) factors on its development in a pandemic provides an opportunity to build more reasonable scenarios for the transformation of this market depending on the further course of the COVID-19 pandemic in the world. The pandemic has led to a rethinking of the urgency and importance of digital transformation. Company executives mostly point to the acceleration of digitalization during quarantine. The pandemic has led to a rethinking of the urgency and importance of digital transformation. Company executives mostly point to the acceleration of digitalization during quarantine. The pandemic has also led to a major overhaul of supply chains, both for its suppliers and for the company as a provider of services and goods. Assessing the prospects of Ukrainian business in a pandemic, it should be borne in mind that it has long learned to work under permanent political and economic instability and uncertainty.