15.06.2026
The Faculty of Economics and Business Administration (FEBA) at Sofia University “St. Kliment Ohridski” welcomed Marina Saprykina, Chair of the Board of the Center for CSR Development in Ukraine and founder of U&WE Hub. She delivered a public lecture entitled “Resilience as a Driver of Competitiveness: From Risk Management to Crisis Readiness”.
In her presentation, Saprykina emphasized the need for organizations to develop the ability to adapt and respond quickly in times of instability. She noted that Ukrainian businesses have accumulated substantial experience operating under conditions of high uncertainty and that, despite numerous challenges, many companies have managed not only to sustain their operations but also to expand beyond national borders. As an example, she highlighted a logistics company that evolved from a local operator into an organization with a presence across multiple European countries.
Among the key factors contributing to successful crisis management, Saprykina underscored the importance of leadership. According to her, confident and well-prepared leaders create a sense of stability among employees and help organizations navigate periods of disruption more effectively. She pointed out that many Ukrainian companies are investing strategically in management training programs focused on leading teams in complex and unpredictable environments.
Particular attention was devoted to communication as a critical element of crisis management. Drawing on a range of practical examples, Saprykina stressed the importance of timely, transparent, and consistent communication during emergencies. Such communication, she explained, reduces uncertainty and fosters trust among employees, customers, and business partners.
During the lecture, several concrete practices for ensuring business continuity were discussed. Saprykina shared the case of a Ukrainian bank whose headquarters had been damaged in a missile attack. Thanks to pre-established contingency plans, backup systems, and effective coordination among teams, banking services continued without interruption, while customers received prompt information about the measures being taken.
The speaker emphasized that, given the daily risks they face, Ukrainian companies place strong emphasis on infrastructure protection and emergency preparedness. Many organizations maintain alternative communication channels, backup workspaces, and procedures for relocating operations when necessary.
As an example of customer commitment, Saprykina referred to the logistics company Nova Poshta, which has pledged to compensate customers for shipments destroyed as a result of attacks on its logistics facilities. According to her, such actions are essential for maintaining public trust and safeguarding organizational reputation.
A significant portion of the lecture focused on employee mental health and well-being. Various initiatives aimed at providing psychological support, preventing burnout, and assisting veterans and their families were presented. One example was the pharmaceutical company Darnytsia, which has developed programs for psychological assistance and workplace well-being. Saprykina noted that for many organizations, employee well-being has become a strategic priority, particularly given that some employees are directly involved in military service.
Another topic discussed was the growing engagement of businesses in social causes. The lecturer shared examples of companies investing in local communities, supporting cultural initiatives, and implementing projects with positive social impact. She highlighted IDS Ukraine’s efforts to promote employee volunteering, as well as initiatives by Octava Capital that support educational, environmental, and community development projects.
Particular interest was generated by examples of companies using corporate social responsibility as a tool for preserving cultural identity. Among them was the retail chain Aurora, which has launched initiatives supporting culture and creative industries, demonstrating how businesses can create social value beyond their core economic activities.
The lecture also featured the example of a Ukrainian consumer electronics retail chain that introduced special “quiet hours” in its stores. By reducing noise levels and visual stimuli, the company has created a more comfortable environment for veterans, people with specific needs, and visitors who are sensitive to noise, while also contributing to more efficient resource use.
During the discussion, participants explored practices related to employee safety, risk management, and emergency preparedness. Saprykina emphasized that resilient leadership and effective communication are among the most important factors in successfully managing crises, as they foster trust and provide clarity during periods of uncertainty.
In conclusion, she encouraged students and business representatives to view crises not only as challenges but also as opportunities for growth, innovation, and strengthening organizational capacity. The lecture provided valuable insights into international best practices and demonstrated that resilience is built through a combination of prepared leadership, care for people, social responsibility, and the ability to adapt rapidly to a changing environment.