Abstract
The article formalizes the purpose and defines the objectives of the financial strategy aimed at sustainable competitive development of the company. The principles, stages and elements of a corporate financial strategy are defined and justified. The features of its formation and implementation during the crisis are formulated. In relation to it, the principles of forming a financial strategy have been clarified and ranked, its elements and stages have been defined and adapted. A system of anti-crisis measures has been developed for trading companies aimed at ensuring financial stability in crisis conditions.
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