CRISIS MANAGEMENT IN ENTERPRISES: THEORETICAL ASPECTS AND PRACTICAL STRATEGIES

Abstract

The article is dedicated to the theoretical foundations of crisis management in enterprises in the context of contemporary global economic turbulence. The paper examines the main aspects of crisis management (CM) as a system of measures aimed at preventing, detecting, neutralizing, and overcoming crisis phenomena in the operations of organizations. The article discusses various approaches to defining CM, including preventive, reactive, and post-crisis strategies, which are focused on ensuring the stability and development of the organization in uncertain conditions. Particular attention is paid to the characteristics of the fundamental principles of crisis management, such as preventiveness, flexibility, innovation, comprehensiveness, and social responsibility. It is noted that modern approaches to CM are no longer limited to merely eliminating the consequences of a crisis but include long-term planning and strategies for adapting enterprises to a changing environment. CM is viewed as an integral part of the overall strategic management of the enterprise, ensuring its sustainability and competitiveness. The article also explores the stages and measures of crisis management, which include crisis diagnosis, formulation of tasks and objectives, strategy development, implementation of anti-crisis measures, and assessment of the effectiveness of actions taken. The key stages of the crisis management process, covering the entire life cycle of the crisis-from its detection to post-crisis recovery-are described. Special attention is given to new global challenges faced by enterprises, such as transformations in the global economy, the development of digital technologies, and social and environmental issues, which significantly impact approaches to crisis management. Both internal and external factors affecting enterprises are considered, and recommendations are provided for implementing adaptive strategies to overcome crises in modern conditions. This article aims to reveal the key theoretical foundations of crisis management, define the main principles and strategies that allow enterprises to effectively respond to crisis situations, adapt to new conditions, and ensure sustainable growth in times of economic instability.