ІНТЕГРОВАНЕ БІЗНЕС-ПЛАНУВАННЯ ЯК ЗАПОРУКА УСПІХУ ПРОЄКТНОЇ ДІЯЛЬНОСТІ ПІДПРИЄМСТВА

The article explores integrated business planning, which combines strategic long-term and operational short-term goals. It concludes that traditional business planning approaches lack flexibility and effectiveness amid dynamic economic changes and global uncertainty. An analytical assessment of key business planning issues identifies four main problems: rigid focus solely on strategic management planning or overly chaotic management decisions; formal and unsustainable business plans lacking continuity with economic changes; unrealistic financial goals disregarding available resources; and the absence of necessary tools to motivate the team. The analysis outlines key factors for project success in volatile conditions: focus on strategic goals and readiness to improve initiatives; continuity in business planning; clear measurable benchmarks; and tools for shaping a positive psychological climate and motivating employees toward strategic goals.