Methodological Components of Scientific Research on the Implementation of Adaptive Strategies for Enterprise Development: Management and Marketing

The article examines the methodological principles of strategic management of enterprises in conditions of dynamic change and uncertainty, focusing on the conception of adaptive development as a key tool for ensuring sustainability and competitiveness. The study analyzes the transformation of classical management approaches in the context of globalization, digitalization and variability of the market environment. The issue of adaptive development is relevant in modern scientific discourse due to the growing turbulence of economic systems caused by technological progress, sociocultural shifts and increased competition. The need to rethink management strategies is due to the inability of traditional models to ensure effective self-organization and innovative renewal of enterprises in a VUCA environment. The aim of the study is to develop a comprehensive methodological approach to assessing the effectiveness of adaptive strategies, which integrates interdisciplinary tools for the formation of sustainable management decisions. The article uses system analysis to study the relationships between the internal resources of the enterprise and the external environment, which made it possible to assess the adaptive potential as a holistic system. The comparative method was used to compare traditional and modern strategic approaches, revealing the advantages of flexible management models in conditions of environmental uncertainty. The study seeks to substantiate the principles of the transition from planning to strategic navigation in conditions of instability. It is found that adaptability depends on the integration of multidimensional KPIs, digital tools and intangible factors, such as transformational leadership. An assessment model has been developed that ensures the transparency of decisions. Approaches that combine risk management, customer centricity and innovative activity for strategic renewal have been proposed. Further research can be aimed at improving analytical platforms using artificial intelligence to predict consumer behavioral trends.