TRANSFORMATION OF THE STRATEGIC MANAGEMENT SYSTEM UNDER GLOBAL CHALLENGES: IMPLEMENTATION OF EUROPEAN QUALITY STANDARDS AND ORGANIZATIONAL CHANGE MANAGEMENT

Abstract

The article provides a comprehensive theoretical and practical substantiation of the transformation of the strategic management system in the context of contemporary global challenges and high environmental turbulence. The author emphasizes that traditional hierarchical management models, based on reactive planning, are no longer effective under conditions of digitalization, geopolitical risks, and intense competitive pressure. The study highlights that the modern paradigm of strategic management requires a transition to adaptive management based on dynamic capabilities, risk-based thinking, and continuous improvement. A significant portion of the research is dedicated to the integration of European quality standards into the overall strategic architecture of the enterprise. The role of the ISO 9001:2015 standard is analyzed as a foundation for a process-oriented approach and systematic risk management. Furthermore, the paper explores the benefits of implementing integrated management systems that include environmental management (ISO 14001) and occupational health and safety (ISO 45001), which support the principles of sustainable development and strengthen the organization's position in global markets. The research pays particular attention to excellence models, such as the EFQM Model and the Common Assessment Framework (CAF). It is argued that these tools allow organizations to move beyond basic compliance with standards toward achieving outstanding performance and creating value for all stakeholders. For the public sector, the use of CAF is identified as a key driver for harmonizing management practices with European standards and increasing transparency. The author concludes that the successful implementation of these standards is impossible without effective organizational change management. The study proposes a conceptual integrated model of transformation that includes strategic adaptation, institutional modernization, organizational transformation, and digital support. This model serves as a practical guide for synchronizing strategic goals with quality management processes. The synergy between the process approach, leadership development, and an innovative corporate culture is defined as a decisive factor for the resilience and long-term competitiveness of organizations in the process of European integration.