Strategic changes and their influence on the development of sports industry organizations
Authors: Leonov Yaroslav V. 
Published: December 2024

The purpose of the research there is a substantiation of directions of world tendencies of development of the organizations of the sports industry in the conditions of strategic changes. Methodology. The methodological basis of the study was general scientific and special economic research. The method of logical generalization and system analysis was also used. Results. The article considers the causes of strategic changes. Modern socio-political and humanitarian challenges in the global space are related to a complex of various factors (globalization, decentralization, digitalization, etc.) and are complex and contradictory in the development of states. Unexpected external changes lead to the emergence of “strategic windows” in certain markets. Strategic windows are new opportunities that appear to companies as a result of unexpected changes in the external environment. The most important reasons for opening strategic windows are new: technology, legislation, distribution channels, markets, external shocks (“Black Swans”). The task of management in terms of strategic change is to create conditions that will allow organizations to respond to changes in the external environment in scientific, technical, social and political spheres, implement modern investment tools to attract new sources of funding and ensure sustainable development of organizations. The main measures to counter change: operational and strategic. Operational – do not lead to significant changes in the appearance of the organization and its “way of life”, but can be quite radical. Management actions include: active sales promotion, sharp price reductions, elimination of stocks of obsolete sports equipment and reduction of innovation costs, etc. Strategic – are taken to bring the activities of sports organizations, their potential, organizational structure and culture in line with changes in the environment. It is proved that the essence of management of organizations of the sports industry in the conditions of strategic changes consists in anticipation of changes of resource and infrastructural base, definition of development priorities, formulation of targets and restrictions that becomes possible thanks to joint efforts of state (territorial) administration, public and business. to achieve strategic goals. Practical meaning. Measures of an organizational nature in ensuring the system of strategic development and activation of the strategic potential of sports organizations are: the presence of a strategy that will allow the choice of directions of development by reorienting to the creation of new competitive advantages; competence of the sports organization, which understands changes of organizational nature, including structure, resources and skills, managerial potential of the system; staff behavior, which includes the distribution of power, attitudes to change, norms of group behavior, value system. Prospects for further research. On the basis of the study the relevance of strategic development of sports organizations through quality production of sports products and attracting the largest number of people to healthy lifestyles and physical activity was determined.