FORMULATING A CRISIS MANAGEMENT STRATEGY FOR AN ENTERPRISE
FORMULATING A CRISIS MANAGEMENT STRATEGY FOR AN ENTERPRISE

Summary/Abstract: The article examines the challenges faced by Ukrainian enterprises operating under prolonged conditions of full-scale military aggression, which has triggered systemic economic risks, a sharp decline in consumer demand, and reduced innovation activity. In this context, effective crisis management strategies acquire particular importance as key instruments for ensuring operational stability, financial resilience, and the long-term development of enterprises. The study identifies three key aspects of crisis management: conceptual, strategic, and methodological. Their interaction enables the formation of a flexible enterprise behavior model under conditions of instability, supports the maintenance of competitive positions, and contributes to the minimization of financial losses. Various crisis management models are analyzed, revealing their variability depending on the duration, scale, and consequences of crisis phenomena. To identify threats as a component of crisis management guidelines, machine learning algorithms and predictive business analytics based on management reporting systems (ORS, RFID, GDS, HMS) are applied. Based on expert analysis, the degree of threat impact and the timing of risk manifestation are determined. To define preventive measures and ensure rapid response to potential losses, risks are ranked according to their impact level and time horizon, a risk assessment scale is developed, and correlations between threats are calculated. The strength of correlation relationships significantly influences managerial decision-making and strategic planning under uncertainty, facilitating targeted and purposeful adjustments of current revenue planning indicators. In accordance with the identified threats and risks, a matrix of crisis exit and stability recovery strategies is constructed. The research results contribute to the development of theoretical foundations and practical recommendations aimed at strengthening financial resilience, enhancing the effectiveness of managerial decisions, and ensuring the sustainable long-term development of enterprises.

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