ANTI-CRISIS MANAGEMENT TOOLS IN THE CONTEXT OF SUSTAINABLE DEVELOPMENT OF UKRAINIAN TRADE ENTERPRISES

Summary

. In the current conditions of a full-scale war, the economic environment of Ukraine has undergone significant destabilization, which has created serious challenges for the functioning of trade enterprises. Disruption of logistics chains, reduced purchasing demand, financial instability and institutional uncertainty necessitate a review of existing approaches to management and implementation of sustainable development strategies. The main goal of the scientific work is to substantiate the feasibility of integrating anti-crisis management tools into the strategic planning system for sustainable development of trade enterprises in an unstable environment. To this end, the work considers the main stages of forming an anti-crisis strategy, analyzes its impact on the adaptation of enterprises to crisis challenges, and also identifies opportunities for ensuring the sustainability and competitiveness of business. The study has established that the combination of the principles of sustainable development and anti-crisis management increases the ability of enterprises to effectively respond to external threats, optimize internal resources and ensure long-term growth even in conditions of economic turbulence. The proposed approach creates a basis for strengthening the financial stability, flexibility, and operational efficiency of retail enterprises in the post-crisis period.