MANAGEMENT OF ENTERPRISES IN CONDITIONS OF UNCERTAINTY: INTEGRATION OF MODERN MANAGEMENT APPROACHES AND VUCA-WORLD PRINCIPLES

Abstract

The article explores the impact of modern management trends on the efficiency of enterprise management in the context of an uncertain and dynamic environment known as VUCA (Volatility, Uncertainty, Complexity, Ambiguity). In today's business world, characterized by globalization, rapid technological development, political instability, climate change, and pandemics, companies face the need for constant adaptation to new challenges. Traditional management approaches are proving insufficiently flexible to ensure a quick response to changes. The VUCA concept highlights the importance of integrating innovative solutions and adaptive strategies to maintain the resilience and competitiveness of businesses. The purpose of the study is to analyze modern management trends and substantiate their integration with VUCA principles for effective enterprise management under conditions of uncertainty. Among the key trends discussed in the article are diversity, equity, and inclusion (DEI) management, technological innovation, stakeholder management, employee well-being, the use of information technologies for performance management, and sustainable development and regulatory compliance. The authors explore the relationship between these trends and VUCA principles, particularly how diversity supports complexity management, technological innovations address the challenges of volatility, and stakeholder management helps cope with uncertainty. The article also examines the role of technology in enhancing productivity and the importance of employee well-being in minimizing ambiguity in management. As a result of the study, a model is proposed for integrating modern management approaches with VUCA principles, enabling enterprises to increase adaptability, resilience, and efficiency in rapidly changing conditions. The concept of VUCA (Volatility, Uncertainty, Complexity, Ambiguity) has been the foundation for understanding an unstable and unpredictable world that is constantly changing. However, new concepts have emerged in response to modern challenges and shifts. For example, BANI (Brittle, Anxious, Nonlinear, Incomprehensible) focuses on a more fragile and anxious reality, where changes are nonlinear and hard to comprehend. SHIVA addresses the idea of continuous transformation. These new frameworks help businesses adapt better to a rapidly evolving world, offering suitable management and social approaches.