STRATEGY FOR DEVELOPING THE ECONOMIC GROWTH POTENTIAL OF AN ENTERPRISE IN CONDITIONS OF TURBULENCE

І. Бузецький

doi:10.18664/btie.94.361532

Автор(и)

І. Бузецький Individual entrepreneur Buzetskyi I. H., Україна https://orcid.org/0009-0002-6767-2138

DOI:

https://doi.org/10.18664/btie.94.361532

Ключові слова:

strategy, potential, economic growth potential, enterprises, tools, turbulence, digitalization

Анотація

The article explores the theoretical and methodological principles of forming the potential for economic growth of an enterprise in the conditions of turbulence in the external environment. It is substantiated that the modern economy operates in conditions of permanent shock caused by military, energy and financial factors, as well as the transformation of consumer behavior and the digitalization of business processes. It is established that traditional management models are losing their effectiveness, which necessitates the transition to adaptive approaches to enterprise development. It is substantiated that the key drivers of the formation of the potential for economic growth are the digitalization of business processes, the development of human capital, increasing operational flexibility and ensuring financial resilience. It is proven that effective management of this potential requires a transition from static models of strategic planning to the concept of dynamic capabilities, which implies the ability of an enterprise to quickly reconfigure its resources, competencies and business models in accordance with changes in the external environment. On this basis, the conceptual foundations of the strategy for developing the economic growth potential of an enterprise are revealed, which is based on the integration of four key vectors: operational determination (Agile transformation), technological imperative and digital convergence, the development of cognitive potential and human capital, as well as the formation of strategic resilience and financial immunity, the synergy of which will contribute to the formation of an adaptive business architecture capable not only of minimizing the negative impact of crisis phenomena, but also of transforming them into a source of competitive advantages for enterprises. It is determined that the implementation of this strategy will allow the formation of an integrated economic growth potential capable of ensuring flexibility, financial stability and technological competitiveness of the enterprise in conditions of high turbulence.

Біографія автора

І. Бузецький, Individual entrepreneur Buzetskyi I. H.

Candidate of Economic Sciences

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