Borodko, Viktoriia2026-06-262026-06-262026-05Borodko, Viktoriia. (2026). MANAGERIAL STRATEGIES FOR PRODUCT PORTFOLIO REBALANCING IN TURBULENT ENVIRONMENTS: AN ECONOMETRIC ANALYSIS OF THE UKRAINIAN HOME APPLIANCE MARKET. Kyiv: American University Kyiv. URI: https://er.auk.edu.ua/handle/234907866/191https://er.auk.edu.ua/handle/234907866/191This research investigates the strategic adaptation of product portfolios by managers within the Ukrainian home appliance retail sector amidst extreme macroeconomic turbulence. The study addresses two primary research questions: first, how price segments are rebalanced during structural economic shifts, and second, what organizational capabilities define managerial response speed and operational agility. Utilizing a comprehensive longitudinal dataset of 97 months of transactional data integrated with National Bank of Ukraine indicators, the study employs a rigorous mixed econometric methodology. This includes the Chow Test for structural break detection, Income Elasticity analysis and Lag Correlation for agility auditing. The findings mathematically confirm a significant structural break in 2022, resulting in a tripled demand sensitivity to currency fluctuations. The study concludes that navigating high-velocity emerging markets requires a transition from intuitive heuristics to algorithmic management and flexible supply agreements. The research provides a strategic roadmap through 2026, advising a pivot toward value added mid-range products as the market stabilizes. These findings offer a methodological foundation for ensuring long-term retail sustainability during periods of systemic economic recovery.en-USAlgorithmic ResiliencePortfolio RebalancingPremium ResilienceStructural BreakConsumer BehaviorMacroeconomic ShocksRetail ManagementThesis