Enterprise management in VUCA conditions
Today’s world, which is characterised by variability, uncertainty, complexity and ambiguity (VUCA), poses a problem associated with a shift in the business administration paradigm. Therefore, the purpose of this paper is to define the features and develop a conceptual model of business administration in the VUCA world. The article defines the components of the VUCA world and describes their impact on business administration. The research was conducted from September to November 2017 based on a sample of 90 Ukrainian enterprises in Kharkiv city with the involvement of managers of 34 manufacturing, 36 trade and 20 transport enterprises to determine factors affecting the efficiency of management under the conditions of variability, uncertainty, complexity and ambiguity. The authors of the article have developed a conceptual model of business administration in the VUCA world based on the identified factors and characteristics of the modern world. The model includes objectives of entrepreneurial activity from the perspective of marketing approaches and stakeholders’ interests with regard to environmental factors, as well as methods and management tools that ensure competitive growth.