УПРАВЛІННЯ ЗМІНАМИ: СТРАТЕГІЧНИЙ ВИМІР

The article examines the influence of the external environment on change strategies. The factors causing the need for changes in modern organizations are characterized, in particular technological, economic and socio-cultural transformations. Differences between external and internal causes of changes are highlighted. External factors include factors that arise in the external environment, including changes in the market, technologies, legislation, and others. Internal causes are related to the implementation of the strategy, the culture of the organization and the actions of its personnel. Change is defined as a transformation process that can be a reaction to external or internal influences, carried out at different levels and in different spheres: economic, social, technological. Particular attention is paid to the concept of strategic changes, which are systematic and planned in nature, involve deep transformations, and may include the reorganization of business processes, a change in the development strategy, the introduction of new technologies or cultural changes aimed at achieving specific (strategic) goals of the organization. Types of strategic change are described: adaptation to small changes, reconstruction as rapid transformations, evolution as gradual development, and revolution, which involves radical changes to achieve new goals. It is emphasized that organizations that are able to adapt to economic, technological, socio-cultural and other changes have significantly greater chances of success and competitiveness in the market. The article discusses strategies for implementing changes that include a prescriptive approach that provides quick responses to crisis situations; a negotiated approach to reducing resistance; normative strategy for increasing the responsibility of personnel; an analytical approach focused on making informed decisions based on data, and an action-oriented strategy that allows for incremental experimentation. The strategic continuum (according to J. Kotter and L. Shlesinger) is considered as a means of choosing a change strategy.