HYBRID MODEL OF ENTERPRISE SUSTAINABLE DEVELOPMENT MANAGEMENT: INTEGRATING MARKETING TOOLS AND AI TO ASSESS SOCIALLY RESPONSIBLE IMPACT AND ENHANCE ECONOMIC RESILIENCE
Abstract
The article substantiates the necessity of transitioning from traditional linear sustainable development management to a hybrid model that ensures transformative economic resilience through the integration of marketing tools and AI. It is substantiated that long-term survival requires transformative resilience – the ability to proactively change one's structure. It has been proven that under conditions of radical uncertainty (geopolitical, climatic and technological shocks), economic resilience depends on the enterprise's socially responsible image and the effectiveness of its strategic change management. A key gap in existing models is the lack of mechanisms for real-time monitoring of non-financial risks (specifically, the social dimension of ESG) and their integration into decision-making regarding strategic changes. Socially responsible impact is justified as a fundamental, unmeasured asset that forms social capital, critical for maintaining stability during crises. Therefore, the authors present a hybrid model structure utilizing AI for proactive assessment of socially responsible impact. A four-module architecture is proposed for operational proactive resilience management. It is substantiated that AI, particularly NLP analysis of Big Data from marketing channels, functions as a signal system (social monitoring module) converting the market's social reaction into a trigger for strategic change, serving as the key to proactivity. A social resilience coefficient is proposed as an innovative metric that quantifies non-financial resilience reserves, addressing the management "blind spot." It has been proven that the model triggers the strategic change module only when this coefficient falls below a critical threshold, ensuring timely and transformational decisions. Thus, the hybrid model initiates a closed-loop proactive management system, transforming socially responsible activities into a measurable strategic asset. This enables the enterprise to continuously adjust its strategy, proactively shaping a sustainable and competitive future.
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