DEVELOPING AN ADAPTIVE MANAGEMENT SYSTEM FOR ENTERPRISE DEVELOPMENT IN THE CONTEXT OF MARTIAL LAW AND DIGITAL CHALLENGES
This article examines the theoretical and methodological foundations of adaptive management as a modern management concept that enables enterprises to respond promptly to dynamic changes in the external and internal environments. It is argued that adaptive management is a system of principles, methods, and managerial actions aimed at improving operational efficiency, organizational resilience, and long-term competitiveness under conditions of uncertainty. The essence of adaptive management is revealed as an integrated model that combines elements of flexible, innovative, strategic, and digital management supported by analytical tools and information technologies. It is demonstrated that the primary objective of adaptive management is to ensure sustainable enterprise development through timely managerial decision-making, effective resource allocation, and continuous adaptation to environmental changes. Particular attention is paid to the conditions of martial law and digital challenges, which substantially increase business risks and uncertainty. It is determined that digital transformation, including the implementation of artificial intelligence, big data analytics, ERP, and CRM systems, is a key instrument for improving management adaptability. The importance of early risk identification, proactive response mechanisms, and the development of digital resilience is substantiated. Special emphasis is placed on human capital, continuous staff development, and the enhancement of managerial competencies as essential factors of organizational adaptation. Contemporary scientific approaches to integrating crisis, strategic, innovation, and digital management are summarized. A conceptual vision of adaptive management is proposed as a foundation for strengthening enterprise sustainability, improving organizational flexibility, increasing innovation capacity, and ensuring long-term competitiveness in a rapidly changing economic environment through effective organizational transformation and continuous strategic adaptation to change.