Збалансований розвиток підприємства: критерії та підходи до організації бізнес-процесів

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The article updates the issue of ensuring sustainable and long-term functioning and development of enterprises and organizations. It is noted that permanent business development is possible and depends on its ability to take advantage of opportunistic possibilities. Along with this, if the management of the economic entity plans to achieve stability in progress over a long distance, then it cannot do without careful planning of almost all system and structural aspects of the enterprise. It is mainly about such areas as finance, labor, production, marketing and logistics, sales, as well as maintenance of internal business processes. It is argued that the balanced development of the enterprise should be considered as a system with such elements as criteria and parameters of structural balancing, as well as approaches to the management of relevant processes. Therefore, the aim of the research is to substantiate the system of criteria and approaches to the organization of business processes of the enterprise in order to achieve its structurally balanced development. It is proved that the considered criteria for the balanced development of an enterprise should be: provision of financial and investment resources, their rational allocation and effective use; provision of personnel, increase of human potential, provision of intellectual and personnel development; provision of material and technical base and technologies, rhythmicity of production of quality products; rhythmicity of product sales, avoiding the overstocking of warehouses; satisfaction of consumer needs; realization of market potential; achievement of correspondence between consumer needs and demands and product characteristics; effective advertising and sales promotion; balance, rhythmicity and resource efficiency of internal business processes; optimality of the organizational management structure. It is shown that along the same lines, a systematic set of measures aimed at improving the prerequisites for the balanced progress of the enterprise should be implemented. In particular, it is about smart diversification to maximize income and profit; strengthening financial stability and liquidity; personnel development; improving intellectual and personnel support; innovative activity; technological modernization of production; creation of closed production cycles; vertical integration; development of sales networks; expansion and use of export potential, in particular, distribution potential; development and use of Internet marketing opportunities; dissemination of marketing innovations, in particular with the use of ICT, digitization and automation of internal business processes; development of the system of external digital communications.