Crisis management of an enterprise in the context of modern challenges

The study aimed to identify the peculiarities of enterprises’ response to crisis challenges and analyse adaptation practices on the example of Ukrainian and international companies. The study addressed the Ukrainian companies Nova Poshta, Kernel, Rozetka and DTEK. The study used the method of contextual analysis to analyse political, economic, social and technological factors of enterprise development, as well as benchmarking, which consisted of comparing Ukrainian companies with European or American companies of similar profile. The analysis determined that Nova Poshta has effectively adapted to the new conditions by expanding its operating network and promptly resuming operations in the de-occupied territories. Kernel has relocated its assets to the western regions of Ukraine, combining this process with support for specialists working in the occupied and de-occupied territories. Rozetka has stabilised economic performance by refocusing on Ukrainian producers and introducing promotional programmes to maintain its customer base and attract new customers. DTEK, in turn, is overcoming the crisis challenges by investing in sustainable development, as well as in staff training and retraining. The effectiveness of certain strategies, such as logistics transformation, digital innovation, human capital development and accountability, has been confirmed by the activities of leading foreign companies: Deutsche Post DHL (Germany), Cargill (USA), Enel Group (Italy) and Amazon (USA). Based on the comparative analysis, the study suggested that Ukrainian enterprises should implement the principles of social responsibility, increase investments in infrastructure and human capital, as well as diversify production and manage risks. The practical significance of the study is determined by the possibility of using the proposed strategies to increase competitiveness and ensure sustainable development of enterprises under conditions of uncertainty