FLEXIBLE BUSINESS MODELS: A COMPARATIVE ANALYSIS OF ADAPTATION STRATEGIES IN CONDITIONS OF MARKET INSTABILITY

In the context of accelerating changes in the global economic environment and increasing market instability, the development and implementation of flexible business models capable of ensuring companies’ sustainability and competitiveness become critical. This article aims to provide a comparative analysis of various adaptation strategies of business models across different industries and practical cases, identifying key features of flexibility and formulating recommendations for their selection and application. Theoretical foundations of flexible business models are reviewed, along with analyses of domestic and international companies successfully implementing adaptive strategies. The study concludes on the necessity of an integrated approach combining innovative technologies, diversification, and customer orientation for effective management under instability conditions. Practical recommendations are proposed to facilitate the formation of adaptive business models optimally aligned with industry and market conditions.