BUSINESS DEVELOPMENT MANAGEMENT IN THE CONTEXT OF DIGITAL UNCERTAINTY AND RISKS
Main Article Content
Abstract
Introduction. The modern stage of economic development is characterized by the rapid implementation of digital technologies, which significantly transform business processes and management systems. At the same time, digitalization increases the level of uncertainty and generates new types of risks related to technological instability, information asymmetry, and cybersecurity threats. Under such conditions, traditional approaches to enterprise development management lose their effectiveness and require transformation.
Purpose. The purpose of the study is to substantiate the features of enterprise development management under conditions of digital uncertainty and risks, as well as to develop an adaptive approach to improving enterprise resilience.
Results. The study reveals the essence of digital uncertainty and its impact on enterprise development. It is proved that digital transformation forms a new structure of risks, including technological, informational, cyber, and organizational risks. The necessity of integrating risk management into the overall system of enterprise development management is substantiated. Special attention is paid to the role of adaptive management based on the principles of flexibility, proactiveness, and continuous monitoring of the digital environment. The paper proposes an approach to enterprise development management that combines digital infrastructure, risk management systems, and strategic flexibility. It is determined that the use of big data, predictive analytics, and artificial intelligence allows timely identification of potential threats and improves the quality of managerial decision-making.
Originality. The scientific novelty of the research lies in the substantiation of an adaptive approach to enterprise development management in conditions of digital uncertainty and risks, based on the integration of digital technologies, risk management mechanisms, and strategic flexibility, which ensures increased resilience and effectiveness of enterprise development.
Conclusion. It is established that digital uncertainty is an objective characteristic of the modern business environment that simultaneously acts as a source of risks and a driver of development. The effectiveness of enterprise development management under such conditions depends on the level of adaptability of the management system and the ability to integrate digital tools into strategic processes. Further research should focus on the development of quantitative methods for assessing the impact of digital uncertainty on enterprise performance and the empirical validation of the proposed approach.
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