СУЧАСНІ ПІДХОДИ ОЦІНКИ ДО ОЦІНЮВАННЯ ЕФЕКТИВНОСТІ ДИВЕРСИФІКАЦІЇ БІЗНЕС-ПРОЦЕСІВ В НЕСТАБІЛЬНИХ ЕКОНОМІЧНИХ УМОВАХ

Abstract

The study is aimed at highlighting modern methods of assessing the effectiveness of business process diversification, taking into account unstable economic conditions. The following methods were used to solve the tasks: the dialectical method of scientific knowledge, the method of analysis and synthesis; the method of comparison, description and generalisation. As a result of the study, approaches to assessing the effectiveness of business process diversification strategies, including marketing, strategic, financial and risk approaches, were clarified and systematised. Particular attention is paid to the financial approach, which allows to qualitatively and quantitatively assess the effectiveness of diversification strategies, taking into account various aspects of their implementation. It is also determined that the successful implementation of busi ness process diversification can have a positive impact on the economic, technological and resource aspects of an enterprise, ensuring increased profitability, introduction of innovative technologies and efficient use of resources in the context of European integration. It has been found that the use of different approaches to assessing the effectiveness of diversification allows to comprehensively consider its impact on the enterprise and determine the prospects for its development. The results of the study can be applied in the management of strategic decisions of enterprises in various sectors of the economy, such as: business economics, finance, management, administration. In the context of economic instability, it is important to use a variety of approaches to assess the effectiveness of business process diversification, which will allow enterprises to adapt to changes and ensure sustainability in development. Such an integrated approach will help to increase competitiveness and successfully function in an unpredictable market environment.