CRISIS MANAGEMENT AS A DRIVER OF ENTERPRISE DEVELOPMENT IN CONDITIONS OF UNCERTAINTY

In the current economic conditions of instability caused by international crises, technological progress and external obstacles, crisis management is becoming an essential tool to ensure the long-term viability and growth of businesses. The focus is on the study of the anti–crisis management function as an engine of growth in unstable times. This takes into account important factors, including the phases of the crisis, bankruptcy dynamics, risk assessment and loss analysis in various industries. Special attention is paid to the introduction of new technologies, business process reengineering, optimization of financial management and adaptation of marketing approaches. Crisis management is seen as an opportunity to improve long-term growth and competitive advantages in addition to providing funds to overcome short-term challenges. The article highlights how enterprises can adapt to changes and use crisis phenomena as a catalyst for innovation and expansion, identifying risks in a timely manner and taking preventive measures.