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Recibido: 2024-09-10 Aceptado: 2024-10-13
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Dialectics of Job Stress and Organizational Peace.
A critical study on the Management
of Personnel Motivation in Enterprise Marketing in the Face
of the Ukrainian War Experience
Kornieieva, Tetiana
1
Correo: tetiana.kornieieva@isg.pt
Orcid: https://orcid.org/0000-0002-6434-0552
Syniuk, Oksana
2
Correo: oksankaa79@gmail.com
Orcid: https://orcid.org/0000-0001-8066-6985
Shevchenko, Nataliia
3
Correo: shevchenkon09@gmail.com
Orcid: https://orcid.org/0000-0002-1815-7554
Marushko, Nadiia
4
Correo: marushkon@ukr.net
Orcid: https://orcid.org/0000-0001-7214-4394
Abstract
In philosophical terms, the dialectic between work stress and organizational peace
focuses on how the war in Ukraine affects the management of personal motivation
in corporate marketing. Accordingly, the overall objective of this study is to
analyze how job stress affects employee motivation and, in turn, conditions
organizational effectiveness in crisis situations, resulting from the war. The
methods used included a mixture of qualitative approaches, a reading of the texts
and contexts that account for this complex reality, together with open interviews
with two experts on the subject. The contribution of this research is to provide
recommendations to improve stress management and create a work environment
that promotes organizational peace and personal motivation, despite the war, thus
facilitating effective recovery during a prolonged crisis. In conclusion, this critical
analysis shows that stress at work not only has an impact on the mental health of
1
Instituto Superior de Gestão. Business and Economics School. CIGEST – Center for Management Research.
Lisbon, Portugal.
2
National Environmental University. Ukraine
3
Lviv State University of Internal Affairs. Ukraine
4
Institute of Economics and Management, Lviv Polytechnic National University. Ukraine
Sección: Artículo científico 2025, enero-junio, año 5, No. 9, 711-739
Clío. Revista de Historia, Ciencias Humanas y Pensamiento Crítico
ISSN: 2660-9037 / Provincia de Pontevedra - España
Año 5, No. 9, enero-junio, 2025
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workers, but also directly affects productivity and the organizational environment,
with political and economic consequences for society.
Keywords: Dialectics of work stress, Organizational peace, Motivational
management, Corporate marketing, War in Ukraine.
Dialéctica del estrés laboral y la paz organizativa. Un estudio crítico
sobre la Gestión de la Motivación del Personal en el Marketing
Empresarial ante la Experiencia de la Guerra de Ucrania
Resumen
En términos filosóficos, la dialéctica entre el estrés laboral y paz organizacional
se centra en cómo la guerra en Ucrania afecta la gestión de la motivación personal
en el marketing empresarial. En consecuencia, el objetivo general de este estudio
es analizar cómo el estrés laboral afecta la motivación de los empleados y, a su
vez, condiciona la eficacia organizacional en situaciones de crisis, resultado de la
guerra. Los métodos utilizados incluyeron una mixtura de enfoques cualitativos,
realizando una lectura de los textos y contextos que dan cuenta de esta compleja
realidad, junto a entrevistas abiertas a dos expertos sobre el tema. El aporte de esta
investigación es brindar recomendaciones para mejorar el manejo del estrés y crear
un ambiente de trabajo que promueva la paz organizacional y la motivación
personal, a pesar de la guerra, facilitando así la recuperación efectiva durante una
crisis prolongada. Como conclusión, este análisis crítico muestra que el estrés en
el trabajo no solo repercute en la salud mental de los trabajadores, sino que también
incide directamente en la productividad y el ambiente de la organización, con
consecuencias políticas y económicas para la sociedad en su conjunto.
Palabras clave: dialéctica del estrés laboral, paz organizacional, gestión de
motivación, marketing empresarial, guerra en Ucrania.
Clío. Revista de Historia, Ciencias Humanas y Pensamiento Crítico
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Introduction
The eminently dialectical relationship
5
between work stress and
organizational peace has become an important issue in companies in the 21st
century, especially in the context of the crisis caused by the war in Ukraine.
Immersed in a war conflagration that extends in time and geographical space, the
constant stress faced by employees affects their personal well-being and affects
the productivity and work environment of the organization in which they work. In
fact, a study by Nuñez Soriano and Valencia Chávez (2022) showed that there is
an inverse relationship between work stress and motivation, indicating that high
stress can reduce employee engagement and efficiency, thus affecting
organizational peace and the overall productivity of a company.
There is no doubt that the war in Ukraine has increased work stress and
created an environment of uncertainty and general anxiety. A report by the World
Health Organization (WHO), cited by Euro News (2022), highlights that a large
part of the population of Ukraine suffers from psychological problems because of
the armed conflict, which affects their work performance. This context creates
challenges for companies trying to maintain a stimulating and productive
environment despite adversity.
WHO estimates that up to 10 million people are at risk of suffering from
some form of mental disorder, from anxiety and stress to more serious
conditions," Jarno Habicht, WHO representative in Ukraine, said at a
press conference held in Geneva by videoconference. (Euro News,
2022, para., 2)
5
Following Lander (2008), we understand the notion of dialectics in the materialist sense as the clash of
antagonistic conceptual pairs or the friction of material or psychological forces such as stress and labor peace,
which end up complementing each other in the advance of historical, individual, and collective processes.
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Similarly: "Among the most serious conditions is post-traumatic stress
disorder (PTSD) caused by distressing events. Cases are rising... which has led
another UN body to launch online support services" (Euro News, 2022, para., 3)
(emphasis added).
As will be seen throughout the text, effective stress management is a
structural pillar to promote organizational peace in any company. Strategies such
as emotional support and the creation of a healthy work environment are essential
when seeking to mitigate the negative effects, individual and collective, of stress.
As explained by Moreira-Saltos, Loor-Carvajal and Sánchez-Briones (2024), in
general terms:
Work stress, characterized by anguish and anxiety, affects the daily
activities in different work contexts of employees, reducing their ability
to concentrate, make decisions and collaborate effectively in the
organization. Their presence leads to a decrease in the quality of work,
increased risks and errors that ultimately affect the team's work
performance. (Moreira-Saltos, et al., 2024, p. 134).
As you might assume, corporate marketing also faces unique challenges in
the unpredictable scenario of the war in Ukraine. Despite the growing objective
and subjective, material, and symbolic difficulties, the individual motivation of
workers becomes a crucial force for developing effective strategies that adjust to
the demands of the market and the problems of the company. In this sense,
according to Peña Rivas and Villón Perero (2018), there is a correlation between
a high degree of motivation and higher business productivity, which suggests that
companies should prioritize the emotional well-being of their work teams to
achieve their business goals.
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In addition to the above, in scientific terms it is interesting to reflect critically
on how Ukrainian companies can adjust to the new circumstances established by
the war in which they are immersed, since, for sure, no one knows when this
conflagration will end. In any case, organizational adaptability, and the ability to
react to difficult circumstances are fundamental skills to preserve employee
motivation in the face of any crisis. For these reasons, authors such as: Sánchez-
Huamán, Villafuerte-Miranda, Flores-Morales, and Neyra-Huamani (2023),
propose that companies must be ready to make rapid modifications in their work
strategies, thus fostering an environment that enhances both the resistance and the
dedication of their protagonists, their workers.
The development of this research is justified by the fact that the dialectic
between work stress and organizational peace is a complex issue that requires
multidisciplinary attention, even more so in times of crisis, as is the case with the
war in Ukraine. A complex and dramatic reality where companies must adopt,
always, proactive approaches to stress management and, at the same time, foster,
as much as possible, a motivating environment to guarantee not only the well-
being of their employees, but also their long-term success for the benefit of the
national economy. It was precisely in this crisis scenario that we set ourselves the
objective of our research, to analyze how work stress affects employee motivation
and, in turn, conditions organizational effectiveness in crisis situations, because of
the war.
This work is divided into four parts, independent but interconnected. In the
first, a balance of the most relevant international literature on work stress and
organizational peace is shown. In the second section, the methodological aspects
of the research are explained, in terms of qualitative methodology. Then, in the
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third section, the "data" obtained in the research process are analyzed and
discussed. Finally, the main conclusions and recommendations of the authors are
presented. We believe that this scientific article provides valuable insights on how
to address intersubjective challenges and build stronger, more resilient
organizations in the face of the adversities of war in Eastern Europe.
1. State of the art. Thematic balance on the categories of work
stress and organizational peace in crisis contexts
Any review on the subject shows that the relationship between stress at work
and organizational peace is an issue that has gained importance today, particularly
in circumstances of crisis such as the war in Ukraine. In this thematic and
problematic area, in 2019, the scientific article by Kati, Kneževi c, Berber,
Ivaniševi  and Leber (2019), analyzes the way in which the institutional policies
of the organization affect the resources of workers and their conduct within it. This
analysis highlights that a healthy work environment can reduce stress and foster a
culture of peace in the organization. But, in addition, the study proposes that
companies should implement proactive tactics to manage stress, which leads to
better performance and well-being of workers in general. For this reason, people's
life and work merge into the existential:
People are facing new challenges for career management and life
management arising from the complexity of today's world of work. The
goal of an organization is to achieve business goals and intensive
development, as well as to focus on the interests of its key employees,
the achievement of their personal and professional goals, the
harmonization of life and work. Organizations can help employees by
introducing them to a new concept called Positive Life Management,
which helps to see personal and organizational goals together... (Kati,
et al., 2019, p. 12).
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In this order of ideas, the effect of work stress is also linked to the
effectiveness of the organization, so that, the greater the stress of the human
resource, the lower the organizational performance. According to Cooper and
Cartwright (1994), in their classic work on the subject, entitled: Healthy mind;
healthy organization: A proactive approach to occupational stress, it is stated that
a proactive attitude to occupational stress not only enhances the mental health of
workers, but also promotes a positive work environment. This research argues that
the mental well-being of workers is essential to the sustainability of an
organization, which means that companies must allocate resources to mental
health programs for their employees. The relationship between mental health and
performance at work is intrinsic to preserving the tranquility of a given
organization.
Additionally, the research entitled The psychology of sustainability and
sustainable development for well-being in organizations by Di Fabio (2017),
emphasizes the relevance of promoting positive and healthy entities. More
specifically, the author proposes that the philosophical action of promoting a sense
of purpose and meaning at work can decrease stress and, at the same time, increase
worker satisfaction.
The psychology of well-being based on sustainable development in
companies, which combines meaning and meaning in the organizational sphere,
not only favors people, but also fosters a company culture that is more resistant to
adversity. To the point that entities that value emotional well-being are more likely
to preserve a calm and efficient environment, even in periods of major crises.
The psychology of sustainability and sustainable development is
considered a primary prevention perspective that can promote well-