ENTERPRISE MANAGEMENT UNDER CONDITIONS OF UNCERTAINTY

Abstract

The article examines the issues of enterprise management in conditions of growing economic, political and social uncertainty. It is emphasized that the full-scale war in Ukraine has become a catalyst for profound transformations in the activities of business structures, which requires a review of traditional approaches to management. The main risks and threats faced by enterprises are identified, in particular: disruption of logistics chains, relocation of production, loss of assets, instability of the foreign exchange market, changes in consumer demand and personnel problems. The emphasis is on the need to develop adaptive management models based on the principles of flexibility, rapid response, multivariate planning and stress testing. Domestic and foreign publications that highlight modern approaches to management in crisis conditions, as well as the practices of Ukrainian enterprises that demonstrate examples of successful adaptation to change, are analyzed. It is noted that anti-crisis management should include strategic planning taking into account multi-scenario forecasts, the implementation of digital control and monitoring tools, as well as the development of an organizational culture focused on innovation and sustainability. The need to transition from a reactive to a proactive management model is substantiated, which allows enterprises not only to adapt to external challenges, but also to form their own development trajectories. As a result, it is emphasized that effective management in conditions of uncertainty is a determining factor in maintaining competitiveness and sustainable functioning of enterprises in a modern dynamic environment. In addition, attention is drawn to the importance of integrating risk management into the overall corporate strategy. The article also underscores the role of leadership and communication in strengthening organizational resilience. Practical recommendations are offered for improving management systems under stress conditions. These findings are valuable both for academic research and for practitioners aiming to ensure business continuity in volatile environments.