Adaptive strategizing of economic behavior of domestic pharmaceutical enterprises

The article provides a comprehensive analysis of the theoretical, methodological, and practical foundations of adaptive strategic behavior of pharmaceutical enterprises under global challenges. The study substantiates the need to integrate approaches from strategic management, behavioral economics, fundamental options theory, and the product life cycle concept to develop flexible and resilient decision-making frameworks. Economic behavior is a dynamic mechanism for responding to regulatory uncertainty, market volatility, and external shocks. Special attention is given to institutional and behavioral factors that influence the capacity of pharmaceutical companies to maintain strategic stability in turbulent environments. The study outlines key risks such as supply chain disruptions, pricing pressure, regulatory asymmetry, and intensified competition from international generic manufacturers. A case study of a Ukrainian pharmaceutical company launching a product in Germany demonstrates the economic benefits of applying adaptive strategies in licensing, cost optimization, and early-stage financial planning. The paper offers practical recommendations for scenario-based planning, investment flexibility using real options, portfolio lifecycle optimization, and digital transformation of strategic processes. The scientific novelty lies in the interdisciplinary conceptualization of adaptive strategic behavior as a non-linear and proactive system of actions, capable of ensuring the enterprise’s long-term competitiveness. The findings have practical significance for pharmaceutical companies, strategic units, and policymakers, aiming to increase resilience and strategic responsiveness in conditions of global uncertainty.