MECHANISMS FOR THE DEVELOPMENT OF BRAND STRATEGY IN THE CONTEXT OF ADAPTIVE MANAGEMENT

Rapid changes in the global economy, the acceleration of digital transformation processes, and a high level of market uncertainty are demanding new approaches to enterprise management. In particular, the rigidity and slow adaptability of traditional management models are gradually reducing their effectiveness in modern competitive conditions. Therefore, the implementation of adaptive management concepts in enterprise activities is emerging as a key strategic direction. According to McKinsey & Company, companies that have implemented adaptive management systems achieve an average increase of 25–30% in operational efficiency, while decision-making speed doubles. This clearly demonstrates the direct economic impact of agile approaches.