ANALYSIS AND DIRECTIONS OF IMPROVING THE EFFICIENCY OF MANAGEMENT DECISIONS IN THE FIELD OF BUSINESS SUSTAINABILITY IN CRISIS CONDITIONS

Abstract

The object of the study is the process of maintaining viability and ensuring the development of enterprises in crisis conditions. It was established that for such purposes, the formation and implementation of tools and means of anti-crisis management, aimed at strengthening the stability of the business entity in crisis conditions, becomes critically relevant. It is emphasized that in the conditions of a crisis caused by a full-scale war, the emphasis and prerogatives in the management of sustainability change for the sake of stability and orderliness of the functioning and development of economic entities. It is additionally argued that in crisis situations, the focus of attention shifts from issues of high efficiency to the task of preventing challenges and threats, when the subject of attention is the economic security of business, the relevant mechanisms and tools for ensuring it. Based on these principles, the purpose of the study is to analyze and identify directions for improving the effectiveness of management decisions in the field of business sustainability in crisis conditions. The implementation of the specified goal made it possible to develop a complex of means of improvement and development of anti-crisis management systems of domestic enterprises. According to the results of the survey of managers of domestic enterprises, their low activity in the field of business sustainability management and the concentration of measures in this field mainly only on monitoring the financial and economic condition of the enterprise were established,

the current market situation and its changing trends, assortment, quality and price parameters of the products presented on the market. The leading factors that weaken the state of stability of domestic enterprises have been identified, which remain the unstable market conditions, in particular demand, pressure from competitors, insufficiently high level of development of the industry and related types of economic activity, underdevelopment of the product sales system, lack of material and technical and technical and technological support of enterprises. It has been proven that the difficulties of the war lead to the complication of the survival conditions of economic entities and, accordingly, require greater efforts of domestic enterprises to preserve their own financial and economic stability. The structural and functional basis for improving management in the field of managing the stability of domestic enterprises in crisis conditions through the rationalization of their strategic marketing management, which involves the implementation of measures of a financial-economic, organizational-production, intellectual-personnel, and socio-economic nature, is substantiated. An aggregated structural model of anti-crisis management in the area of guaranteeing the sustainability of domestic enterprises has been developed.