BUSINESS RESILIENCE AND INTERNATIONAL ECONOMIC RELATIONS: AMWAY’S RESPONSE TO WAR IN UKRAINE

This article examines the concept of business resilience within the context of international economic relations during armed conflict, using Amway’s operations in Ukraine amid the 2022 Russian invasion as a case study. The research focuses on identifying specific strat- egies Amway employs to maintain financial stability, customer trust, and operational continuity under extreme conditions. The study reveals a multi-layered resilience framework adopted by the company by analysing supply chain adjustments, direct selling model eficiency and internal employee support. Results demonstrate that Amway’s ability to adapt to logistics disruptions, currency devaluation, and labour market instability was rooted in decentralised infrastructure, health-focused product demand, and local empowerment strategies. The findings contribute to a broader understanding of how multinational corporations can support macroeconomic stability and public well-being during crises. This analysis may serve as a model for future business re- sponses in conflict-affected regions.