SOCIAL RESPONSIBILITY AS ANTI-FRAGILITY TOOL AND STRENGTHENING MARKET POSITIONS IN A PERIOD OF MACROECONOMIC INSTABILITY

Abstract

The relevance of the topic is due to the unprecedented level of macroeconomic turbulence and military challenges that require domestic business to transition from simple survival strategies to the formation of systemic antifragility. Traditional models of competitiveness management in conditions of prolonged stress are exhausting their potential, which makes it critically important to substantiate the role of social investments as a factor of strategic adaptability. The purpose of the study is to theoretically substantiate and develop applied mechanisms for integrating corporate social responsibility into the anti-crisis management system to ensure antifragility and strengthen the market positions of business entities. The following methods were used in the study: systemic, comparative analysis, method of logical generalization and scientific abstraction, deductive method, diagnostic and structural-functional analysis, methods of predictive modeling. The results obtained confirm that in conditions of systemic instability, social activity of business is transformed into a basic resource for the formation of antifragility. It is proven that the integration of social investments into the anti-crisis management model allows business entities not only to minimize the destructive impact of external shocks, but also to capitalize on stress factors to update business models. An algorithm for implementing social responsibility instruments has been developed, which ensures the strengthening of market positions through the accumulation of reputational capital and increased loyalty of key stakeholders. It is substantiated that socially responsible behavior directly correlates with the growth of investment attractiveness and the reduction of non-financial risks. Methodological approaches to assessing the effectiveness of social projects have been formed according to the criteria of adaptive potential and the speed of recovery of operational activities after crisis events. The practical value of the article lies in the formation of applied tools for enterprise management to build self-adaptive management systems based on social values.