MANAGEMENT OF FINANCIAL ACTIVITIES OF ENTERPRISE AS A COMPONENT OF ANTICIPATIVE BUSINESS MANAGEMENT

Abstract

Objective. The objective of the article is to study modern approaches to the effective organization of management of the company’s financial activities in conditions of uncertainty of the functioning environment and to ensure anticipatory influence of the company's strategic management system. Methods. The following methods are used to achieve the goal: analysis and synthesis (to study the theoretical definition of the terminology that defines the essence of financial activity management and anticipatory management), scientific research and generalization (to make theoretical conclusions), comparison (to determine the role of anticipatory management and management of financial activities in strategic management), as well as the tabular method (to ensure the representativeness of scientific research and conclusions). Results. It is established that the management of the financial activities of the enterprise is a component of the management of the enterprise, which is aimed at achieving strategic goals through an effective system of financial and economic functioning of the enterprise in conditions of uncertainty of the development of the business environment. Anticipatory business management is a component of strategic management that uses the management of financial activities as a tool of preventive influence. Management of the financial activities of the enterprise in modern conditions should be carried out in compliance with the principles of: continuity; variability; systematic changes; compatibility of changes; resource support; flexibility. It is proven that the management of the financial activities of the enterprise is closely related to anticipatory management, as it forms both the resource basis for monitoring the activity environment and scanning for weak signals, and for the implementation of measures of preventive influence in the form of strategic changes.In order to ensure effective management of financial activities within the framework of anticipatory management, it is advisable to implement the following measures at the enterprise (as an addition to the typical, «classical» tools of financial management): systematic financial monitoring of the enterprise’s activities; use of forecasting tools at all stages of implementation of management of financial activities of the enterprise; application of «scenario planning»; expansion of control operations within the framework of financial activity management.