Забезпечення економічної резильєнтності підприємства в умовах цифрової трансформації: конвергенція стратегічних змін та маркетингових інструментів

Abstract

The primary purpose of the article is the theoretical and methodological substantiation and development of a conceptual model for ensuring the economic resilience of a modern enterprise functioning in conditions of high turbulence and uncertainty of the business environment. The study aims to solve the scientific problem regarding the fragmentation of existing management approaches by proving the necessity of the convergence (systemic combination) of digital transformation processes, strategic change management, and the use of the latest marketing tools as a single mechanism for adaptation and development. The methodological basis of the study is the dialectical approach to understanding the essence of economic transformations. A complex of general scientific and special methods was used in the work: system-structural analysis – to determine the architectonics of economic resilience; abstraction and logical generalization methods – to clarify the conceptual apparatus and distinguish between the categories of "economic stability" and "resilience"; the modeling method – to develop a cybernetic model of convergent management; scenario analysis methods – to determine algorithms for strategic changes. The fundamental provisions of the dynamic capabilities theory and the concept of the digital economy served the information base. During the study, it was substantiated that under conditions of permanent crisis phenomena, the traditional paradigm of stability loses its relevance, giving way to the concept of economic resilience – the dynamic ability of an enterprise to reconfigure resources and restore functionality after shock impacts. It has been proven that digital transformation serves not only as a technological toolkit but also as an institutional foundation that creates a unified information space and eliminates time lags in decision-making. A structural-logical model of resilience assurance based on the synergy of three components has been developed and presented. Firstly, the role of strategic change management is defined as a mechanism of structural adaptation implemented through the stages of threat recognition, resource mobilization, and business model transformation. Secondly, the transformation of marketing tools is revealed, evolving from communication means into a sensory system of predictive analytics and data-driven liquidity generation. Thirdly, the function of digitalization as the "nervous system" of the enterprise, ensuring end-to-end transparency of processes, is substantiated. The proposed model demonstrates that the highest level of efficiency is achieved at the intersection of these vectors, creating a closed management loop with feedback. The scientific novelty of the obtained results lies in the development of theoretical and methodological foundations of enterprise management through the creation of a convergent resilience assurance model, which, unlike existing fragmented approaches, integrates digital transformation, strategic changes, and marketing tools into a single business viability management loop. The practical value of the study lies in the potential application of the proposed model for transitioning enterprises from a reactive to a proactive anti-crisis management approach. This enables economic entities to minimize risks, accelerate their adaptation to market changes, and ensure sustainable economic growth even in the face of destabilizing external environment factors.

Основною метою статті є теоретико-методологічне обґрунтування та розробка концептуальної моделі забезпечення економічної резильєнтності сучасного підприємства, що функціонує в умовах високої турбулентності та невизначеності бізнес-середовища. Дослідження спрямоване на вирішення наукової проблеми фрагментарності існуючих підходів до управління, шляхом доведення необхідності конвергенції (системного поєднання) процесів цифрової трансформації, управління стратегічними змінами та використання новітніх маркетингових інструментів як єдиного механізму адаптації та розвитку.