THEORETICAL ASPECTS OF DETERMINING THE VIABILITY OF THE COMPANY

In the modern fast-changing world the viability of a company is becoming a vital factor in successful business. In conditions of economic uncertainty, military conflicts, pandemics and technological structural changes, companies have to stay viable and be able to adapt to new challenges, demonstrating flexibility and innovation. The relevance of the research topic is explained by need to identify strategies that will provide the sustainability and success of companies in such conditions in the long run. The article examines the conceptual aspects of the viability of organizations through the ideas of Porter, Drucker and Christensen, which allows us to formulate a complex definition of this characteristic of companies. The purpose of the study is to analyze and integrate ideas that support increase companies’ viability. The research methodology includes the systematization and critical analysis both theoretical concepts and practical cases that illustrate successful examples of the implementation of these strategies. Special attention is paid to the analysis of strategies of refuse, continuous improvement of productivity, use of opportunities and innovations, which postulate Drucker's key ideas. As a result of the study, the main factors influencing the company’s viability were identified, including: the ability to adapt to changing market conditions, the ability to identify and use new opportunities and readiness to innovate. Focusing on opportunities, not on problems, and systematic improvement of processes can become driving forces for companies that are going to achieve success in conditions of constant changes. Prospects for further researches are to develop the practical recommendations for companies in different areas for implementation of the mentioned strategies. Also, they are to disclose the role of anti-crisis management in providing the viability of companies through the prism of the ideas considered in the article.