Hybrid Business Model Transformation and Financial Sustainability: Evidence from Ukraine’s Structural Transition

Article DOI: https://doi.org/10.57017/jaes.v21.si.1(91).12

Author(s):

Volodymyr SAPIN Department of Management, Alfred Nobel University, Dnipro, Ukraine
Serhii PROKOPENKO Interregional Academy of Personnel Management, Kyiv, Ukraine
Nataliia HAVADZYN Department of Business and Management, Faculty of Social and Applied Sciences, King Danylo University, Ivano-Frankivsk, Ukraine
Valentyna POSTOVA Department of Tourism, Hotel and Restaurant Business Faculty of Trade, Marketing and Services Vinnytsia Institute of Trade and Economics of State University Trade and Economics, Ukraine
Kateryna HALAN The Walt Disney Company, Burbank, USA

Abstract:

This study develops and empirically validates a hybrid transformational business model for service enterprises operating under structural transition conditions. Focusing on Ukraine’s digitally evolving service sector, the research integrates SWOT benchmarking, qualitative adaptability assessment, and indicator-based computational modelling to compare eight archetypal business model configurations. An original multidimensional indicator system, capturing adaptability, strategic agility, resilience, digital integration, customer elasticity, and circular alignment, was constructed using normalized financial and operational metrics. Comparative testing demonstrates that ecosystem-coordinated and digitally servitized configurations significantly outperform traditional transactional and on-demand models in terms of structural resilience and financial sustainability.

Building on these findings, the study synthesizes a hybrid architecture that integrates platform coordination, predictive digital infrastructure, subscription-based monetization, and circular value-retention mechanisms. Indicator-based verification confirms the superior adaptive capacity of the hybrid model across all integral metrics. Theoretically, the research advances business model scholarship by operationalizing adaptability as a quantifiable, multidimensional construct and moving beyond descriptive typologies toward measurable structural competitiveness. Practically, the results provide strategic guidance for managers and policymakers seeking to enhance financial sustainability, institutional resilience, and digital interoperability in transitional economic environments.

Copyright© 2026 The Author(s). This article is distributed under the terms of the license CC-BY 4.0., which permits any further distribution in any medium, provided the original work is properly cited.

Article’s history: Received 30th of October, 2025; Revised 27th of November, 2025; Accepted 28th of December, 2025; Available online: 15th of March, 2026. Published as article in the Volume XXI, Special Issue 1(91), 2026.

How to cite:

Sapin, V., Prokopenko, S., Havadzyn, N, Postova, V., & Halan, K. (2025). Hybrid Business Model Transformation and Financial Sustainability: Evidence from Ukraine’s Structural Transition. Journal of Applied Economic Sciences, Volume XXI, Special Issue, 1(91), 237 – 260. https://doi.org/10.57017/jaes.v21.si.1(91).12

Acknowledgements/Funding: This research did not receive any financial support.

Conflict of Interest Statement: The authors declare no conflicts of interest.

Data Availability Statement: The data that support the findings of this study are available from the corresponding author upon reasonable request.

Ethical Approval Statement: Ethical approval was waived due to the use of secondary data sources and the retrospective nature of the study. All data used were either publicly available or derived using custom text-mining scripts, and no human participants were involved.

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