ADMINISTRATIVE MANAGEMENT AS A MECHANISM FOR RISK MANAGEMENT OF ENTERPRISES' GREEN TRANSITION AND BRAND DEVELOPMENT IN THE CONTEXT OF CIRCULAR ECONOMY

The article explores the theoretical and applied aspects of administrative management as a mechanism for managing the risks associated with the green transition of enterprises and as a tool for brand development within the framework of the circular economy. The study is grounded in the growing relevance of sustainability, environmental responsibility, and the strategic importance of aligning business operations with the principles of ecological modernization and corporate transparency. The subject of the research is the system of administrative management in enterprises undergoing ecological transformation, with a focus on how it ensures operational stability, risk mitigation, and stakeholder engagement during the shift to circular and green economic models. The scientific novelty lies in the complex vision of administrative management not only as an internal coordination system but as a strategic interface that connects regulatory compliance, environmental innovation, and brand positioning. The research emphasizes that administrative management is becoming a critical function in the formation of ESG-oriented strategies and in maintaining the competitiveness of enterprises in conditions of ecological, financial, and reputational turbulence. The methodology of the study is based on a combination of theoretical and empirical methods, including systemic analysis, comparative analysis of international and national practices, content analysis of regulatory documents, strategic planning models, and case studies of Ukrainian and international companies. The research also draws on secondary data from ESG reports, environmental performance indicators, and sustainability benchmarking tools. The aim of the research is to identify the conceptual foundations and practical approaches to the use of administrative management as a tool for managing the risks of green transition and a strategic resource for brand development. The results of the study show that administrative structures play a key role in building transparent corporate communication, adapting internal policies to EU regulations (e.g., CSRD), and ensuring alignment between operational decisions and sustainability goals. The conclusion highlights the practical importance of embedding administrative management in the center of green transformation processes. It is responsible for internal policy formation, regulatory adaptation, ecological reporting, and coordination of cross-functional initiatives that affect the enterprise’s long-term value. The paper also proposes that effective administrative management enables companies not only to reduce the risks of green transition but also to enhance their brand through trust-based, sustainability-driven reputation. Further research perspectives include the development of industry-specific models of administrative management in the context of circular economy and the digitalization of ESG risk management systems.