MODERN APPROACHES TO ENTERPRISE MANAGEMENT UNDER CONDITIONS OF UNCERTAINTY

Abstract

The article examines modern approaches to enterprise management under conditions of uncertainty, which have become a defining feature of the contemporary economic environment. The purpose of the study is to systematize modern approaches to enterprise management in conditions of uncertainty, analyze their key characteristics, advantages, and limitations, and determine the role of digital technologies and flexible management methods in improving the adaptability and competitiveness of enterprises. The research is based on the analysis and generalization of scientific literature in the field of strategic management, risk management, crisis management, and digital transformation of enterprises. The study reveals that traditional management models, which were developed for relatively stable economic conditions and focused on long-term rigid planning, centralized decision-making, and predictable market dynamics, are gradually losing their effectiveness in a highly volatile environment. Modern enterprises require adaptive management models capable of responding quickly to changes in the external environment, managing risks, and effectively using available resources to maintain sustainable development. The article identifies and analyzes several key modern management approaches that are particularly relevant in conditions of uncertainty. These include strategic management with an emphasis on flexibility and scenario planning, risk management aimed at identifying, assessing, and minimizing potential threats, crisis management focused on preventing and overcoming organizational crises, and agile management approaches that ensure rapid adaptation to changing business conditions. Special attention is given to the importance of organizational change management and the development of an innovative corporate culture that encourages continuous learning, creativity, and openness to transformation. The research also emphasizes the growing importance of digital technologies in enterprise management. The implementation of enterprise resource planning (ERP) systems, customer relationship management (CRM) tools, business intelligence (BI), big data analytics, and decision support systems (DSS) allows enterprises to process large volumes of information, improve the quality of managerial decisions, and reduce the level of uncertainty.