OVERVIEW OF MODERN APPROACHES TO DEVELOPING BUSINESS SCALING STRATEGIES

The article presents an analytical generalisation of business scaling strategies in the context of transformations in the modern entrepreneurial environment. The purpose of the study is to summarise and analyse current approaches to the development and implementation of business scaling strategies, taking into account the most pressing challenges. Methods of systems analysis, comparative analysis, and critical evaluation were employed to assess academic sources and identify trends in the evolution of strategic scaling. The study clarifies the distinction between the concepts of "business growth" and "scaling", which allows for a more precise definition of the research subject. An original interpretation of scaling is proposed–as a strategically oriented process of replicating and optimising the business model and operational processes, with the aim of achieving growth without compromising efficiency. Based on a review of theoretical approaches and practical experience, a structured classification of scaling strategies is developed, comprising both traditional strategies (franchising, branch networks, expansion into adjacent markets) and modern ones (modular, digital, ecosystembased, and platform-based scaling). The results of the research reveal consistent patterns in the transition from classical to innovation-oriented models, which enable more flexible, resource-efficient, and dynamic business expansion. Particular attention is given to the factors influencing the choice of an appropriate scaling strategy, including: strategic business goals, the level of process standardisation, resource availability, organisational maturity, the regulatory environment, and the enterprise's readiness for change. A clear distinction is made between scaling strategies and business expansion strategies, providing greater clarity in strategic management. Key features that determine the effectiveness of scaling in the context of the digital economy are also identified. The practical value of the study lies in the development of a methodological basis for strategic decision-making by enterprises striving for growth in a dynamic environment, as well as in offering guidance for assessing the viability of a selected scaling strategy. The results obtained may serve as a methodological foundation for the development of scaling strategies at both the micro and meso levels, taking into account industry specifics and current challenges.