STRATEGIC MANAGEMENT OF ENTERPRISE POTENTIAL UNDER THE INFLUENCE OF MILITARY ACTION IN UKRAINE

Abstract

Introduction. The war in Ukraine has provoked profound structural disruptions in the economy, strongly affecting enterprises through destruction of infrastructure, massive labor migration, supply chain interruptions, and limited access to raw materials and energy. These factors created unprecedented challenges for survival and competitiveness, while traditional approaches to management and strategy proved insufficient. Enterprises were forced to adapt quickly, reconfigure operations, and seek innovative responses to sustain resilience. Purpose. The article aims to determine approaches and tools for forming and realizing the potential of domestic enterprises under the influence of wartime challenges and post-war transformations. Methods. The research is based on a systemic approach that considers the enterprise as an open system of interconnected resources. Comparative analysis of scientific approaches to defining strategic potential is applied, supplemented with mathematical modeling to elaborate an integrated model for evaluating management effectiveness. Results. The study proposes a model where enterprise potential is defined as the weighted combination of financial, human, and material-technical resources. The efficiency of strategic management is measured as the ratio between potential growth and invested resources. Findings reveal that restructuring business processes, diversifying logistics, digital transformation, and strengthening human capital are crucial to resilience. Ukrainian enterprises demonstrate adaptability, yet face persistent risks such as production losses, unstable supplies, energy insecurity, declining demand, investment scarcity, and inflationary pressures. Conclusion. Effective management of enterprise potential is a key instrument for overcoming wartime and post-war challenges. The integrated assessment model provides a practical tool for measuring resilience, evaluating managerial decisions, and supporting strategic sustainability. Concrete recommendations include building flexible supply chains, forming strategic alliances, developing resource reserves, and implementing real-time monitoring systems. Further research should focus on enhancing enterprise potential through digital technologies, green investments, and integration into global markets after the war.