ОЦІНКА ЕФЕКТИВНОСТІ ТА АДАПТАЦІЯ СТРАТЕГІЇ У СФЕРІ БІЗНЕСУ

Abstract

This article examines contemporary approaches to evaluating the effectiveness of business strategies and the mechanisms required for their adaptation in conditions of high turbulence and uncertainty. The study highlights the growing importance of systematic strategic monitoring using quantitative performance measurement tools such as Key Performance Indicators (KPI), the Balanced Scorecard (BSC), and the Objectives and Key Results (OKR) methodology. These instruments are considered in the context of dynamic market environments, where strategic decisions must be regularly reassessed and aligned with rapidly changing external and internal factors. The article emphasizes that effective strategy evaluation must integrate financial indicators, operational metrics, customer-oriented parameters, and learning-and-growth components to ensure long-term competitiveness. Based on analytical data from 2023–2025 concerning the state of small and medium-sized enterprises (SMEs) in Ukraine, the research demonstrates key trends in entrepreneurial sentiment, the dynamics of new business registrations and closures, shifts in business expectations, and the increasing role of digitalization. A decline in the Small Business Sentiment Index and a rise in business closures in 2024 reflect the intensification of wartime risks and economic pressure. Nevertheless, the recovery of the National Bank of Ukraine’s Business Activity Expectations Index in 2025 indicates renewed optimism and provides a foundation for strategic adjustment. The study also explores regional disparities in digital transformation and the implications of limited technological adoption among Ukrainian SMEs. The article summarizes best practices of strategic adaptation observed in both Ukrainian and international companies. Examples such as Netflix, Nova Poshta, and Ukrposhta illustrate how investment in technological modernization, scenario-based planning, and ongoing performance evaluation strengthens resilience and enables organizations to sustain operations during crises. The findings underline that combining KPI, BSC, and OKR with data-driven decision-making, organizational learning, and proactive innovation allows businesses to maintain strategic stability and exploit new opportunities. The results can be used by enterprise managers to enhance strategic planning processes and implement adaptive management models suitable for uncertain environments.