STRATEGIC MANAGEMENT IN THE MANAGEMENT SYSTEM OF THE ECONOMIC POTENTIAL OF AN ENTERPRISE: INNOVATIVE APPROACHES AND DEVELOPMENT MECHANISMS

Анотація

The article examines modern approaches to integrating strategic management with the management of an enterprise's economic potential amid the digital transformation of the economy, increased competition, and high external uncertainty. It is established that the effective functioning of enterprises in the modern business environment largely depends on management's ability to formulate and implement strategic decisions aimed at the rational use of resources, the development of innovative potential, and the ensuring of economic security. Scientific approaches to interpreting the essence of an enterprise's economic and innovative potential are analyzed, and their role in ensuring sustainable development is also determined. The structural components of economic potential are considered, including production, financial, personnel, intellectual, marketing, information, and digital potentials. The need to use integrated methods for assessing innovation potential to determine an enterprise's readiness to implement innovative changes is substantiated. It is well established that modern strategic management should be based on the principles of adaptability, flexibility, and continuous performance monitoring. Attention is paid to the role of feedback as a key element of the organizational and economic management mechanism. The main internal and external barriers to enterprise development are identified, including a lack of financial resources, resistance to change among personnel, macroeconomic instability, disruptions to logistics chains, and the consequences of military operations. The impact of digitalization on the transformation of business processes and strategic management is studied. It is established that the use of artificial intelligence technologies, big data, cloud services, the Internet of Things, and digital platforms contributes to increasing the efficiency of management decisions, optimizing costs, and creating new competitive advantages. Considerable attention is paid to the capabilities of generative artificial intelligence in marketing, customer service, sales, and personnel management. Strategic directions for developing the economic potential of enterprises are proposed, including the modernization of the organizational and economic management mechanism, digital integration, human resource development, implementation of impression economy tools, and adherence to the principles of responsible innovation. The implementation of the proposed approaches will contribute to increasing the competitiveness, innovation, and sustainability of enterprises amid transformation processes. Keywords: strategic management, economic potential of the enterprise, innovative development, digital transformation, artificial intelligence, competitiveness.

Класифікація

Ідентифікатори

Схожі роботи