MANAGEMENT UNDER UNCERTAINTY AND CRISIS: TRANSFORMING THE MANAGERIAL PARADIGM IN UKRAINE
Abstract
The article investigates the transformation of Ukraine’s managerial paradigm under the conditions of global uncertainty and multi-crisis turbulence caused by the COVID-19 pandemic and the full-scale war. It analyzes how contemporary challenges have accelerated the evolution of management systems, leading to a shift from traditional hierarchical and mechanistic models to adaptive, flexible, and human-centered approaches. The study highlights that uncertainty has become a defining characteristic of the modern business environment, where rapid decision-making, resilience, and digital adaptability determine the efficiency and sustainability of organizations. Particular attention is paid to the development of anti-crisis and recovery management models that combine strategic foresight, scenario planning, and flexible decision-making. The research demonstrates that both the pandemic and wartime realities have catalyzed new management priorities—strengthening social responsibility, digital transformation, and organizational culture oriented toward agility and learning. The comparison of managerial responses to the pandemic and the war reveals significant differences in crisis nature and strategic focus: while the pandemic emphasized health protection, remote work, and digitalization, wartime management focuses on physical safety, operational continuity, and humanitarian support. The study substantiates that effective management in times of uncertainty requires adaptive leadership, psychological resilience, and the integration of digital tools for data-driven decision-making. Scenario planning, hybrid employment, and proactive communication are identified as key mechanisms of sustainable adaptation. The findings confirm that crises have accelerated the renewal of managerial values and promoted a new paradigm based on flexibility, human capital, and systemic thinking. These transformations form the foundation for developing management models capable of ensuring long-term stability, social responsibility, and competitiveness of Ukrainian organizations in a rapidly changing global environment.
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