New Challenges and Imperatives in Ensuring the Competitiveness of an Organization in Conditions of a Deep External Crisis: Aspects of Management Quality

The article examines the issues of effective management of organizations, in particular its adaptation to the complex realities of instability and a deep external (relative to the economic entity) crisis. The problem of managing the competitiveness of an enterprise is analyzed as its ability not only to survive in today’s difficult conditions (full-scale war), but also to maintain its stability, manage effectively and win over competitors in access to resources and markets, consumer purchasing funds, maintain and even expand market positions. On these principles, the aim of the study is to identify and generalize new challenges, as well as to substantiate adaptation imperatives and achieve a high level of management quality in ensuring the competitiveness of the organization in conditions of a deep external crisis. It is argued that even with a high level of turbulence on the part of the company’s top management, it would be a mistake to choose a survival strategy, but should focus only on development and competitiveness. The most relevant challenges of ensuring the competitiveness of the company in difficult external circumstances are summarized. It is shown how a deep external (relative to the organization) crisis affects various aspects of the functioning and development of enterprises. The need to maintain a high level of management quality in crisis situations and the need to maintain high competitive positions of the enterprise is proved. Management imperatives, as well as goals and objectives, aspects of the toolkit for ensuring the proper level of competitiveness of the enterprise in crisis situations are determined. It is concluded that the identification of new challenges and imperatives serves as the initial stage in the formation of a holistic toolkit for the enterprise’s proactive policy in the field of preserving its competitive positions.