THE EVOLUTION OF METHODOLOGICAL APPROACHES TO STRATEGIC MANAGEMENT FROM CLASSICAL CONCEPTS TO ADAPTIVE MODELS

Abstract

The article examines the evolution of methodological approaches to strategic management, focusing on the transition from classical concepts to modern adaptive models. Traditional strategic management approaches, including the positional, resource-based, and process-based frameworks, have shaped decision-making but face limitations in today’s volatile business environment. Market uncertainty, digital transformation, and complexity necessitate integrating classical and adaptive models that emphasize flexibility, real-time adjustments, and data-driven decision-making. A key aspect of modern strategic management is the formalization of behavioral and cognitive factors influencing decisions. Traditional models assume rationality but often ignore cognitive biases, heuristics, and emotional responses. This study explores methods for integrating behavioral economics principles into strategic planning, particularly scenario modeling, risk perception, and decision-making heuristics. The use of digital tools, artificial intelligence, and big data analytics enhances strategic decision-making by enabling companies to anticipate market shifts and refine strategies. The study also addresses the balance between long-term strategic planning and agile responses in rapidly evolving environments. Firms in high-uncertainty markets require hybrid approaches, such as dual-speed strategies, which blend structured planning with real-time adaptability. The role of digital ecosystems in strategic management is also analyzed, highlighting the reliance on platform-based business models for inter-organizational cooperation and resource optimization. A review of recent research confirms that strategic management demands a holistic approach integrating behavioral insights, adaptive frameworks, and technological advancements. The study contributes to the discourse on strategic management evolution by identifying key change drivers and offering insights into the future of corporate strategy in dynamic environments.