DIVERSIFICATION OF PROFESSIONAL B2B SERVICES AS A DRIVER OF RESILIENCE UNDER WARTIME CONDITIONS

The article examines diversification of marketing policy as a mechanism for strengthening the resilience of professional B2B service firms under prolonged wartime risk. It proposes a multidimensional portfolio approach covering services, clients, geography, currencies and demand drivers. Using IRES as a case, the study shows how Project Management, Facility Management and design documentation can be complemented by export-oriented BIM services. A six-stage diversification pathway is proposed: concentration diagnosis, capability mapping, selection of an adjacent service-market combination, pilot validation, development of a dedicated acquisition channel and portfolio control. The findings show that diversification improves resilience when new activities use transferable competences and rely on partly different demand cycles.