THE ROLE OF ANTI-CRISIS MANAGEMENT IN FORMING THE COMPETITIVENESS OF ENTERPRISES IN THE OPERATIONAL MANAGEMENT SYSTEM

Abstract

In the context of a transformational economy, the importance of crisis management as a systemic tool for ensuring enterprise stability and performance is increasing. The issue of defining and implementing priorities of crisis management of efficiency within the operational management system becomes particularly relevant, as the operational sphere is the most sensitive to internal and external destabilizing factors. The purpose of the article is to substantiate the theoretical and methodological foundations of crisis management efficiency priorities in the enterprise operational management system and to determine their role in shaping adaptive and strategically oriented anti crisis solutions. The article proves that crisis management of efficiency should not be considered solely as a reactive mechanism for overcoming crisis phenomena, but rather as an integral element of operational management through a system of operational priorities that determine managerial decision making logic. It is substantiated that the key priorities of crisis management efficiency include ensuring operational resilience, increasing process flexibility, focusing on operational quality, cost optimization, and maintaining business continuity. It has been proven that the implementation of these priorities creates the basis for maintaining and strengthening the competitiveness of enterprises, as it allows maintaining a stable level of quality, quickly adapting operational processes to changes in the market environment, and forming sustainable competitive advantages even in conditions of crisis instability. Special attention is paid to the analysis of functions and factors of crisis management efficiency within operational management. It is established that the functional content of crisis management is transformed under the influence of increasing environmental dynamics, digitalization of operational processes, and higher requirements for managerial decision quality. The effectiveness of ant crisis programs largely depends on the ability of the enterprise operational system to ensure adaptability, coordination, and rapid reconfiguration of business processes. The scientific novelty of the research lies in the development of an original approach to identifying and systematizing priorities of crisis management efficiency in the operational management system from the perspective of strategic orientation and dynamic development of anti crisis systems. The practical significance of the results consists in their applicability to the development of operational strategies, anti crisis programs, and mechanisms for improving enterprise performance under conditions of instability.