CORPORATE MANAGEMENT OF ENTREPRENEURIAL CHANGES

Abstract

The article is devoted to the study of the issues of corporate change management in entrepreneurship, which is driven by the high level of dynamism of the modern economic environment. Entrepreneurial processes are characterized by a high degree of uncertainty, intensified competition, and the accelerated development of digital technologies. Therefore, corporate governance institutions must create effective tools to prevent the negative impact of a changing environment on the sustainable development of entrepreneurship. Large corporate structures, which possess complex organizational frameworks and significant inertia in management processes, particularly require effective mechanisms for adapting to external and internal transformations. Under these conditions, change management becomes not only a tool for responding to challenges, but also an important prerequisite for strategic development, innovative activity, and ensuring the long-term competitiveness of enterprises. This determines the growing scientific interest in studying the theoretical and applied aspects of change management specifically within the corporate governance system. The article examines and analyzes the main provisions of corporate governance under the influence of a changing environment and emergent impacts of the competitive environment; outlines the key characteristics of entrepreneurship in the corporate sector; identifies the main tasks involved in the formation of modern domestic companies; analyzes current trends in shaping the domestic model of corporate governance; and demonstrates the important role of corporate change management in the form of organizational culture. Particular attention is paid to the role of leadership, strategic communication, and organizational flexibility in the successful implementation of change management processes within corporate structures. In addition, the growing importance of sustainable development principles and corporate social responsibility further strengthens the need for adaptive management systems capable of responding promptly to both internal organizational challenges and external economic fluctuations.