The Methodology of Adaptive Strategic Management of Investment Activities of Enterprises in the Context of High Turbulence of Market

This article presents an authors’ methodology for adaptive strategic management of investment activities of enterprises, developed taking into account the conditions of increased market turbulence. The relevance of the research is determined by the increasing instability of the global business environment, where traditional approaches to investing are losing their efficiency. The proposed methodology combines modern conceptions of strategic management, scenario analysis, real options theory, and agile management principles, allowing enterprises to adapt investment decisions in a timely manner to changes in the external environment. The developed management structure includes three sequential blocks: diagnosing the environment and identifying turbulence; forming alternative investment strategies according to likely scenarios of event development; iterative implementation of the strategy with the option for flexible adjustment based on actual changes in market parameters. The methodology is based on five key principles: proactive diagnosis of market changes, forming flexible target guidelines, staged implementation of investments considering real options, decentralization of the decision-making process, and strategic resource reservation. The practical efficiency of the methodology is illustrated through an investment project of an industrial enterprise. The comparison of adaptive and traditional approaches has confirmed the superiority of the former in reducing the risks of capital loss, maintaining financial stability, and ensuring the ability to respond to crisis scenarios. Along with this, the adaptive approach preserves the opportunity to implement profitable projects in the event of an improvement in the situation. The results of the study can be utilized by businesses in various industries in the process of strategic investment under conditions of high volatility in the external environment.