Creative potential as a tool for implementing the adaptation strategy of a machine-building enterprise

The essence and components of the strategy for adapting a machine-building enterprise to changes in the external conditions conditions are considered, the analysis of the external and internal conditions of PJSC "Motor Sich" is performed, and the directions for improving the adaptive management system of the enterprise using creative potential are substantiated. The study, based on the practical case of PJSC "Motor Sich", systematically combines the analysis of changes in the external and internal environment of the enterprise in wartime conditions. The influence of external and internal conditional factors on changes in the enterprise's management decisions is analyzed using SWOT-analysis, which takes into account new critical conditions: military actions in the region, regulatory challenges, export restrictions, the impact of energy instability, cost inflation, changes in the global aircraft engine market, the impact of aging technical base, personnel shortage, organizational inertia and weak flexibility of sales policy in conditions of market restrictions. It is proven that the implementation of the adaptation strategy in martial law is not a separate crisis function, but should be a constant integrated process of strategic management, adapted to the macro- and microconditions. Recommendations for the implementation of adaptive management on the basis of the development of creative potential and strengthening of innovative activity as key mechanisms of change are substantiated. This allows creating an applied model of transformation for machine-building enterprises in martial law, which is of practical value for management in crisis situations. Specific steps are identified to strengthen the managerial stability of the enterprise, increase its flexibility and efficiency in conditions of crisis challenges. The results obtained can be used in the practice of managing machine-building enterprises in conditions of instability. The practical value of the study lies in the fact that, based on the analysis of the activities of PJSC "Motor Sich" in martial law, specific management solutions have been developed that can be used to implement an adaptive model of changes by machine-building enterprises on the basis of the development of creative potential. Developing creative potential allows you to more effectively coordinate creative JEL Classification: L19, L29