STRATEGIC VECTORS OF OFFICE REAL ESTATE MARKETING UNDER CONDITIONS OF ENSURING ECONOMIC SECURITY AND DIGITALIZATION

Abstract

This article investigates strategic directions for marketing transformation in the office real estate sector under digital transformation and economic security frameworks. The findings demonstrate that the fundamental paradigm of interaction between developers and consumers is shifting from a transactional model toward service-dominant logic. Consequently, today’s office centers must be viewed not as passive architectural objects, but as dynamic service ecosystems that seamlessly integrate physical space, digital services, and social infrastructure.
Particular attention is paid to differentiating marketing strategies across the project lifecycle amid modern security challenges in Ukraine. During design and construction, marketing maintains a pronounced investment vector aimed at creating future value and attracting capital. Post-commissioning, the focus shifts to operational management–utilizing space branding, architectural storytelling, and community marketing–where community managers act as mediators transforming temporary tenants into permanent ecosystem residents.
Through a comparative analysis of traditional and ecosystem approaches, the study establishes a clear foundation for the resilience, stability, and financial protection of real estate entities. Given Ukraine’s current environment, engineering autonomy and physical safety, including shelters and energy independence, have evolved from distinct competitive advantages into fundamental requirements for project survival. Ultimately, successful office hub operation in the digital economy requires synergizing classic marketing tools, architectural innovations, and long-term partnerships.