TRANSFORMING FACILITY MANAGEMENT VALUE UNDER WARTIME RISKS: A B2B MARKETING PERSPECTIVE

The article examines how prolonged wartime risks transform the marketing value of Facility Management (FM) in the corporate B2B segment of the office property market. It shows that customer value increasingly extends beyond routine service delivery, price and SLA compliance toward business continuity, responsiveness, risk reduction, transparency and organizational resilience. The study combines services marketing, perceived value, relationship marketing, business continuity and resilience approaches with qualitative analysis of recurring FM practices in Ukraine. A four-level model of FM value evolution is proposed: Operational FM, Integrated FM, Risk-oriented FM and Resilience-oriented FM. The findings support a shift from service-list and price-based positioning toward differentiation based on measurable business outcomes, adaptability and continuity support.