STRATEGIES FOR MANAGING SUSTAINABILITY RISKS IN HIGHER EDUCATION ORGANIZATIONAL SYSTEMS: THE ROLE OF CORPORATE IDENTITY (ANALYTICAL REVIEW OF MODERN RESEARCH)

The article presents the results of a comparative analysis of the main approaches to the study of the problem of risk management of modern universities sustainable development. The purpose of the study is to identify and systematize strategies and models for managing the sustainability risks of organizational systems of universities with an emphasis on the role of corporate identity in the context of global challenges and digital transformation. The methodology is based on a qualitative approach using a comparative analytical analysis of scientific literature. Theoretical models of corporate identity (Melevar-Jenkins, Balmer et al.), paradoxical management (Hahn et al.) and the resource approach (Garipagaoglu) are analyzed, as well as cases of universities implementing sustainable development with the integration of information technologies. The results obtained show that the sustainability of universities is closely related to corporate identity, which acts as a resource and at the same time an object of management. A three-level risk management model (operational, conceptual, existential risks) is proposed, the need to consider cultural and psychological factors is emphasized. Recommendations are formulated for the strategic integration of sustainable development principles while maintaining academic identity, increasing the involvement of personnel and stakeholders in change processes. Prospects for further research include empirical testing of the proposed models in an international comparison, development of universal metrics of identity sustainability, and in-depth analysis of the impact of digitalization on the corporate culture of universities.