TRANSFORMATION OF APPROACHES AND PROBLEMS OF EVALUATING STRATEGIC DEVELOPMENT OF ENTERPRISES IN THE CONTEXT OF EUROINTEGRATION

Abstract

The article is devoted to topical issues of strategic development of enterprises. The article analyzes the essential content of the concept of “strategic development of an economic entity”. The author's own approach to the interpretation of this concept is proposed. Namely, it is proposed to consider the strategic development of an enterprise as a process of formation and implementation of long-term goals aimed at strengthening the competitive position of an enterprise in the national and international markets, increasing its flexibility to market changes through the use of modern management approaches, innovative technologies and adaptation to international standards. The proposed approach, unlike the existing ones, emphasizes the need to introduce the latest technologies, products, services, management methods and takes into account the European integration aspirations of domestic enterprises. Strategic development, taking into account innovations and European integration, is a prerequisite for the successful operation of Ukrainian enterprises in the modern market. It is determined that the assessment of the strategic development of an enterprise is a complex process that allows determining the effectiveness of long-term goals, adaptation to changes in the external environment and the level of competitiveness. The peculiarities of assessing the strategic development of business entities in the context of European integration are studied. It is determined that the methodology for assessing strategic development involves the use of various approaches and analytical tools. The main stages of assessing the strategic development of enterprises are proposed. The main problems faced by business entities in the process of evaluation are outlined. In particular, the lack of unified approaches and assessment methodology; difficulty in forecasting long-term results; limited information base; low level of use of modern analytical tools, lack of digital technologies, artificial intelligence and Big Data in strategic development analysis; insufficient automation of data collection, processing and analysis. In addition, strategic development assessment is often based on expert opinions, which can lead to bias and subjectivity. In addition, it is difficult to assess strategic factors such as the level of innovation, corporate culture, or brand reputation, especially in the absence of clear indicators for assessing the intellectual capital of an enterprise.