Evolution of business model for the drinking water market in Ukraine and its application under the new European concept of the blue economy

Purpose. This article is devoted to a comprehensive study of the transformations taking place in the business models of the drinking water market, to the study of their compliance with global trends, and to the assessment of the expediency of applying Ukrainian experience in the context of sustainable development of the Mediterranean region. Methodology / approach. Our research uses a qualitative analysis approach that carefully analyzes the international and Ukrainian practice of extraction and distribution of drinking and mineral water. It is based on a repository of best practices and principles adopted by world leaders in the modeling of distribution networks in the sector. Results. The main focus of the study is to highlight the primary importance of drinking and mineral water consumption, especially in light of external factors such as climate change, population growth and constant changes in consumption patterns. Combining international and Ukrainian experience, the study not only highlights the problems, but also offers effective strategies for the sustainable development of the drinking and mineral water industry. Perhaps the most important of our results is the potential reproduction of a unique pattern of water distribution in Ukraine. This model, developed in war-affected regions, offers valuable information to address water supply challenges in war-prone areas. This knowledge can guide efforts to achieve the goals of the blue economy and global sustainability. Originality / scientific novelty. This study is one of the first scientific studies to offer a comprehensive synthesis of international and Ukrainian experience based on the drinking water market. It not only describes changes in business models, but also reveals the complex process of their adaptation to the changing landscape of global dynamics. Practical value / implications. The findings of this research have profound practical implications that are reflected in the development of policy, corporate strategy, and community initiatives. They stand as a call to action for the imperative of sustainable water management, heralding an era in which innovation in drinking water becomes the unassailable norm. In addition, the study draws attention to promising investment prospects that reflect the resonance of population growth, aging infrastructure, pollution, climate disruption and the onslaught of digital technologies.