Financial sustainability of enterprises in conditions of economic turbulence: modern challenges and ways to overcome them

The article examines modern challenges caused by the instability of the macroeconomic environment, particularly the impact of crisis phenomena, inflationary processes, currency fluctuations, and changes in regulatory policies on the financial condition of enterprises. The aim of the study is to identify the key factors of financial stability of enterprises in conditions of economic turbulence and to substantiate effective strategies for ensuring it. The research methods include a comprehensive approach that combines quantitative and qualitative analysis, statistical modeling, comparative analysis of financial indicators, as well as expert risk assessment methods. SWOT analysis tools were used to assess internal and external factors influencing the financial stability of enterprises, and regression analysis was applied to identify the dependence between the level of financial stability and key macroeconomic indicators. The research results demonstrate that ensuring financial stability of enterprises in crisis conditions requires the application of adaptive financial strategies, including diversification of financing sources, increasing liquidity levels, optimizing capital structure, and effective risk management. It was found that the use of modern financial technologies, particularly digital platforms and automated financial management systems, contributes to enhancing enterprise stability in an unstable economic environment. Conclusions. The study confirmed the necessity of developing a comprehensive approach to ensuring financial stability of enterprises, based on flexible financial resource management, risk monitoring, and adaptation to changes in the external environment. The proposed recommendations can be applied in financial management practices to improve the efficiency of enterprise financial stability management in the long-term perspective.