TRANSFORMATION OF ANTI-CRISIS MANAGEMENT REACTIONS IN THE ENTERPRISE EVOLUTION PROCESS
The paper is devoted to the application of the theory of life cycle of an enterprise in making anti-crisis management decisions to ensure its effective functioning. In particular, the scientific and methodological approach to crisis diagnosis as a violation of financial equilibrium is improved in the paper. The analysis of existing approaches to understanding the crisis at the enterprise was made, as a result in a number of difficulties in determining the general concept of the crisis were found. The content of the occurrence of failures that could lead to the deterioration or inability of the functioning of economic entities and organizations is considered according to this purpose. It is determined that the degree of reliability of estimation of financial equilibrium of the enterprise and appropriate set of necessary measures to prevent possible threats of its violation depend on accurate identification of the threats and appropriate choice of to prevent possible threats related to its violation depend on the exact identification of threats, on the correct choice of a system of indicators for crisis diagnosis. The expediency of integration into the system of anti-crisis financial management of the theory of life cycles is proved, which makes it possible to trace the regularities of development of enterprises at different stages of its functioning, as well as to manage this development. That is proved in the paper that no changes of external and internal factors occur at the same time that’s why the causes and factors of the crisis as a disturbance of financial equilibrium in different periods of enterprise development will also be different. Knowledge of the stage of enterprise development gives an opportunity to assess properly how the activities carried out and the adopted management style correspond to this stage and the environment. To implement this approach, a matrix of enterprise anti-crisis measures, based on the results of diagnostics of the financial state and identification of the stage of the life cycle of the enterprise is offered and provides preventive adaptation of enterprise to changes in the environment or changes in the locus of the enterprise development.
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