SPECIFICS OF RISK MANAGEMENT OF ENTERPRISE TRANSFORMATION IN INTERNATIONAL BUSINESS

<p>Today, international business faces a greater number of risks than ever before. This article delves into and evaluates the risks associated with the transformation of companies operating in the international market. Transformation involves a shift in the company’s strategic approach and mindset. In the contemporary business environment, continuous changes and trends present managers with a variety of new challenges. In these conditions, managers must maintain both an internal and external orientation, make rapid decisions, be perpetually ready for new challenges and risks, and display high levels of energy and entrepreneurial spirit. For companies, this means engaging in constant transformation processes and adjusting their strategies, structures, and roles. Drawing from the analysis of both domestic and international theoretical and practical research, this article emphasizes the necessity of investigating the impact and management of risks associated with enterprise transformation in international business. The analysis includes companies from Western, Central, and Eastern Europe, as well as those from Bosnia and Herzegovina. The goal of the paper is also to compare the assessments and positioning of Bosnia and Herzegovina in transformation processes with other transitioning countries.</p>