Modern Approaches to Enterprise Strategic Management Based on the Strategic Potential Assessment

Анотація

The article demonstrates that in conditions of military and economic instability, the traditional paradigm of strategic management, based on long-term fixed planning, loses its effectiveness and requires transformation in the direction of adaptive management. The feasibility of transitioning from planning results to managing the development capabilities of the enterprise is substantiated, where the key element of strategy formation is strategic potential. The main components of the strategic potential of the enterprise are determined: financial and investment, production and technological, personnel and management and marketing and innovation, the coordinated interaction of which forms realistic boundaries of strategic development. A scientific and methodological approach to choosing the type of enterprise development strategy based on the priority of the most developed components of strategic potential is developed, which allows to coordinate strategic decisions with the internal capabilities of the enterprise and reduce the risk of their non-implementation. A typology of enterprise development strategies and adaptive options for strategic planning are proposed, which provide for the possibility of transforming the trajectory of achieving a strategic goal in conditions of a sharp change in the external environment. The practical significance of the results lies in increasing the validity of strategic decisions, reducing the level of strategic risks and ensuring the stability of enterprises in the war and post-war periods. It is substantiated that the strategic management of a modern enterprise should be based on continuous assessment and development of strategic potential, which ensures not only adaptation to changes in the external environment, but also the formation of prerequisites for long-term competitive development.

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