АНТИКРИЗОВЕ УПРАВЛІННЯ: ЕВОЛЮЦІЯ ПОНЯТТЯ ТА УТОЧНЕННЯ ЕКОНОМІЧНОГО ЗМІСТУ
Authors:   Taras Shevchenko National University of Kyiv, Ivanchenko Kostiantyn , Bilovodska Olena 
Published: January 2025

In the context of increasing instability in the global economic environment and heightened competition, the issue of effective crisis management has become particularly relevant for businesses. The traditional division of crisis management approaches into proactive and reactive strategies creates a certain dichotomy in management theory and practice, often leading to the preference for only one direction in a company's management system. This narrow focus can limit the ability of organizations to respond to multifaceted crises effectively, necessitating the development of more integrated approaches that balance prevention, preparedness, and recovery measures. Purpose of the study. The purpose of the study is to systematically analyze the evolution of the concept "crisis management" through the prism of changes in economic, social, and political conditions, and to refine its content, taking into account the transformation from the traditional dichotomy of "proactive-reactive management" to more comprehensive approaches that consider the multifaceted nature of contemporary challenges. Methodology. The study is based on a systematic analysis of scientific approaches to defining the concept of "crisis management." Comparative analysis methods are employed to identify differences between proactive and reactive approaches, while synthesis methods are used to formulate a comprehensive approach to crisis management. Systematization and generalization methods are applied to structure the specific features of each approach. A retrospective analysis is conducted to examine the evolution of the concept over time and identify trends in its development. Structural-functional analysis is used to study the components of the "crisis management" concept and their functional interrelations. The research encompasses the analysis of 33 definitions of "crisis management" from Ukrainian and international scholars over the period from 1993 to 2022. Results. The study reflects the gradual transition from classical approaches to crisis management, primarily focused on response and recovery after a crisis, to more integrated modern approaches. These encompass crisis prevention, preparedness, active response, and effective recovery, forming the basis for refining the content of crisis management by shifting from the traditional "proactive-reactive management" dichotomy to more comprehensive approaches. Scientific novelty. The scientific novelty of the study lies in identifying key changes in the understanding of the "crisis management" concept. This allows for tracing current trends in contemporary research and refining the concept of crisis management. Unlike existing approaches, the refined concept involves the simultaneous application of proactive and reactive management tools depending on the type, scale, and predictability of crisis phenomena. Practical significance. The developed theoretical and methodological propositions regarding the evolution of the "crisis management" concept will contribute to the development of more flexible and effective management systems. These systems are capable of integrating proactive and reactive approaches to crisis resolution, optimizing resource allocation between preventive and reactive measures, and enhancing the resilience of enterprises to crises of various types and scales.