Analytical support for strategic management of enterprise development

Abstract

The article is devoted to the issues of strategic enterprise management under conditions of dynamic changes in the external and internal environment and increasing uncertainty regarding future performance outcomes. The relevance of the research topic is determined by the need to move from traditional retrospective analysis of performance results to the development of an integrated analytical system capable of ensuring the timely identification of changes, the assessment of their potential consequences, the forecasting of alternative development trajectories, and the analytical support for strategic choice. Of particular importance is the integration of disparate information sources, analytical methods, and digital tools into a unified management framework focused not only on assessing past performance but also on shaping future managerial actions. The study aims to develop the theoretical and methodological foundations of analytical support for strategic management of enterprise development. The article examines the evolution of scientific approaches to understanding the role of analytics in strategic management. A comprehensive analysis of the literature enabled us to substantiate an integrated adaptive model of analytical support for the strategic management of enterprise development, based on a cyclical logic that transforms data into analytical knowledge, forecasts, strategic alternatives, and managerial decisions. The model comprises six interconnected functional blocks: formulation of the strategic request; formation of the analytical data framework; strategic diagnostics; forecasting and scenario analysis; prescriptive analytics and selection of a strategic alternative; and monitoring and adaptation. This sequence ensures a continuous link between the managerial problem, its analytical investigation, forecasting of possible outcomes, selection of a managerial alternative, and assessment of the actual consequences of its implementation. The study also substantiates the expediency of developing an analytical data framework based on integrating internal and external information. The internal framework encompasses financial condition, production and resource potential, marketing and sales, customer and human resource potential, logistics processes, investment and innovation activities, and the enterprise’s digital maturity. The external framework includes information on the market, competitive, consumer, supplier, pricing, macroeconomic, foreign exchange and financial, technological, regulatory, investment, social, and risk environments. Such a structure makes it possible to consider an enterprise’s strategic development simultaneously through the lenses of its internal capabilities and external operating conditions. Keywords: data analytics, strategic management, analytical support, business analytics, strategic diagnostics, forecasting, adaptive management.