ASSESSMENT OF THE EFFECTIVENESS OF THE ADAPTIVE STRATEGY FOR MANAGING MARKETING ACTIVITIES OF OPEN SOCIO-ECONOMIC SYSTEMS THROUGH THE FORMATION OF SECURITY CONDITIONS FOR FUNCTIONING

The article identifies the features of the formation of an adaptive strategy for managing marketing activities of open socio-economic systems operating in a changing market environment. The need for a balanced approach is proven, which combines measures to improve marketing processes with the formation of security conditions for the enterprise's activities. For the purpose of in-depth analysis, the feasibility of using the method of forming complex assessments is substantiated, which allows quantitatively assessing the contribution of each component of the adaptive strategy, taking into account the probability of risks and potential benefits. The effectiveness of the expert analysis method is also established, thanks to which experts' assessments of the real suitability and flexibility of the developed strategy in conditions of market instability were obtained. The study characterized the main elements of the proposed adaptive strategy: direct and indirect forms of response to market challenges, hard and soft management mechanisms, and permanent and promising tools for ensuring the security of functioning. Based on the integration of comprehensive assessments and expert opinions, it is proven that the developed strategy not only provides a higher level of consumer satisfaction and growth in financial indicators but also contributes to the formation of sustainable reputational capital. At the same time, the possibilities for effective resource allocation and targeted prevention of possible crisis situations are expanded. Thus, it has been established that the proposed methodology for assessing and building an adaptive strategy for managing marketing activities of open socio-economic systems, which covers both quantitative indicators and an expert approach, is an effective tool for increasing the flexibility and security of the functioning of enterprises in modern conditions.