ADAPTIVE RISK MANAGEMENT IN INTERNATIONAL TRANSPORTATION AS A FACTOR IN ENHANCING ENTERPRISE COMPETITIVENESS

The article examines the specifics of risk management in international road transport within the context of a highly uncertain and dynamic transport environment. It substantiates the need to shift from reactive and proactive risk management to an adaptive approach, which entails continuous monitoring of changes, forecasting, the prompt adjustment of management decisions, and the use of digital technologies. The aim of the article is to substantiate an adaptive approach to risk management in international road transport and to develop a conceptual model for its implementation, focused on creating competitive advantages for road transport enterprises. The study systematizes the differences between reactive, proactive, and adaptive approaches to risk management based on objectives, the nature of managerial decision-making, tools, the level of digital technology adoption, flexibility, and the capacity to respond to new risks. It establishes that adaptive management combines the advantages of reactive and proactive approaches, entailing continuous monitoring of changes, real-time information updates, forecasting, dynamic adjustment of management decisions, and the use of digital technologies. External, internal, and integrated risks associated with international road transport are systematized, and corresponding adaptive response strategies are identified. It is proposed that risks be viewed not merely as sources of potential loss but as objects of management; an effective response to them can transform risk management outcomes into competitive advantages for the enterprise. A conceptual model of adaptive risk management has been developed, based on the cyclical interaction of monitoring, analysis, forecasting, decision-making, and feedback. A distinctive feature of the model is the integration of information regarding risk events, development scenarios, and the outcomes of implemented management measures, thereby creating the conditions for the continuous enhancement of the management system's adaptability. It has been demonstrated that adaptive risk management contributes to ensuring the continuity of the transport process, enhancing delivery reliability and quality, optimizing resource utilization, strengthening client and partner trust, and building long-term competitive advantages.