STARTUP MANAGEMENT IN CONDITIONS OF MACROECONOMIC INSTABILITY: MODERN CHALLENGES AND DEVELOPMENT PROSPECTS

Abstract

The article examines startup management under conditions of macroeconomic instability and increasing uncertainty in the business environment. The relevance of the study is determined by the growing role of innovative entrepreneurship and the increasing impact of inflation, exchange rate volatility, declining investment activity, digital transformation and fluctuations in market demand on startup development. Under such conditions, startups become particularly vulnerable due to limited resources, investment constraints and the need for rapid adaptation to external changes. The purpose of the article is to analyze modern challenges affecting startup management and to substantiate adaptive management approaches aimed at increasing resilience, competitiveness and long-term sustainability of innovative enterprises. The methodological basis of the study includes system analysis, comparative analysis, synthesis and generalization of scientific approaches to startup management. The article examines Agile, Scrum, Lean Startup, scenario planning, digital analytics and risk management as key tools for improving managerial flexibility and decision-making efficiency. Particular attention is paid to the role of digital technologies and analytical tools in strengthening operational transparency, improving strategic planning and supporting data-driven managerial decisions in unstable economic conditions and highly competitive markets. The study substantiates the importance of human capital, adaptive leadership, communication and organizational culture in ensuring startup sustainability and long-term development. It is proved that effective startup management should combine strategic flexibility, continuous monitoring of the external environment and systematic risk-oriented management. The practical value of the research lies in the proposed approach to risk assessment based on a risk matrix and scenario analysis. The results of the study can be used to improve startup resilience, scalability and investment attractiveness under conditions of economic uncertainty.