Given the variability of the environment and the need for a lightning reaction to any changes, the requirements for strategic choice of the enterprise increase. Therefore, there is a need for a terminological analysis of definitions, which would be the basis for the formation of theoretical and applied principles of strategic choice. The aim of the article is to analyze and summarize the views of scientists on the identification of approaches to the definition of strategic choice. Taking into account scientific developments related to the decision-making process, the term strategic choice is understood by scientists in two ways. In the sense of sensu largo, it is interpreted in accordance with the essence and logic of the decision-making process and the conditions of doing business. From another sensu stricte point of view, it is the result of a process, is a finally implemented strategic decision. The article states that the process approach to the essence of strategic choice involves its consideration as a sequence of phases (stages) of decision-making. This approach allows to identify it with the course of the strategic decision-making process. In general, the literature on this issue focuses on two main aspects of the process of strategic choice: prescriptive, which is to make a rational and logical decision by gradually decomposing the problem into different components, and emergent, accompanied by constant learning, knowledge, experience and emotional engagement, decision-makers, is by increasing their commitment to the accepted direction of development and the emergence of thus tested patterns. Both approaches to strategic choice complement each other, distinguishing typical phases of this process. It is substantiated that the main direction of strategic choice in an effective approach are strategic goals that determine the intentions and reflect the meaning of the enterprise. They are characterized by a long time horizon and special significance for the development of the enterprise. Defining goals is a critical step in the process of strategic management, which helps the company: properly allocate resources, achieve a common understanding of priorities, delegate responsibilities and identify those responsible for the results. It is proved that strategic choice is made at the corporate, business and functional levels. Making a strategic choice is not easy, it must be based on strong arguments and helps achieve the desired results for the company. Keywords: strategic choice, process approach, effective approach, determinism, freedom of choice, phases (stages) of strategic choice process, strategic goals.