CRISIS MANAGEMENT AS A KEY ELEMENT IN ENSURING THE SUSTAINABILITY OF SMALL AND MEDIUM-SIZED BUSINESSES

Crisis management is of particular importance in an unstable economic environment, increased competition, global crises and military conflicts. Small and medium-sized businesses (SMEs), which are a key element of the economic system, are particularly vulnerable due to limited access to resources, dependence on external markets and logistical difficulties. The war in Ukraine has exacerbated these challenges, creating additional problems such as the destruction of infrastructure, labor migration, a decline in the purchasing power of the population and the loss of traditional sales markets. The aim of the study is to identify effective methods of crisis management to reduce the impact of crisis situations on SMEs and ensure their sustainability and development. Practical recommendations are proposed to minimize risks through financial stabilization, optimization of business processes, diversification of activities, digitalization and support from the state and international organizations. The experience of the war period demonstrated the importance of relocating businesses to safer regions, integrating into European markets, and implementing digital technologies to attract customers and support sales. For example, the creation of online stores and the use of social networks have become important tools for business adaptation. Financial assistance, in particular soft loans and grant programs, also played a significant role, which contributed to preserving jobs and supporting the economy. Anti-crisis management requires a systematic approach that includes the stages of crisis prevention and overcoming. Prevention involves monitoring the financial situation, analyzing risks, and developing measures to neutralize threats. Overcoming the crisis focuses on assessing the scale of the problem, developing anti-crisis measures, and adapting strategies. The study emphasizes the importance of strategic planning aimed at increasing the competitiveness, investment attractiveness, and innovativeness of business. In the postwar period, Ukrainian enterprises must be ready to integrate into global economic processes, using the experience gained in anti-crisis management to strengthen their resilience and long-term development.