TRANSFORMATION OF STRATEGIC MANAGEMENT IN AN ERA OF UNCERTAINTY

Abstract

The modern economic reality is characterized by a transition from a relatively stable environment to an era of turbulence. An analysis of the uncertainty index dynamics substantiates the inadequacy of traditional strategic planning methods based on long-term forecasts. This paper examines the transformation of strategic management and systematizes approaches adequate to address contemporary challenges. Drivers of strategic transformations, such as digitalization, the implementation of artificial intelligence tools, and ESG principles, are identified. Alternative classical models are considered: adaptive strategy, scenario planning, and holistic management, which enable organizations to operate in a multifaceted and ambiguous future. Particular attention is paid to the development of dynamic capabilities, the decentralization of decisions, and the transition from defense to resilience. A conclusion is drawn about the fundamental transformation of strategic management from a set of analytical procedures into a dynamic organizational system, where flexibility, continuous learning, and the ability to transform uncertainty into a source of renewal and growth are key success factors.