CONCEPTUAL PRINCIPLES OF IDENTIFYING AND OVERCOMING THE FINANCIAL CRISIS AT THE ENTERPRISE IN THE CONDITIONS OF WAR
Abstract
Usually, the state traditionally focuses on the problems of large companies, while small and medium-sized enterprises often lack the resources to solve problems on their own. However, there is a strong feeling that the development of the economy is largely dependent on the development of small and medium-sized businesses. In today's conditions, it is small and medium-sized businesses that have come under the destructive influence of external factors and need support from the state. Certain sectors can overcome these obstacles because they have lower capital needs and are often better able to protect their cash flows and assets by focusing on export markets. This is particularly true for innovative sectors related to digital technologies (in particular IT), as well as consumer delivery services and creative industries in general. The article analyzes a number of factors affecting the emergence of a crisis phenomenon in the course of the enterprise's activity. However, the war in Ukraine made its corrections in all spheres of business activity, in particular, the issue of the financial crisis of enterprises, its detection at the initial stages and the search for mechanisms to overcome it became particularly relevant. The state of development of entrepreneurial activity in terms of large, medium and small enterprises in terms of pandemic and martial law was analyzed. The main conceptual principles of cause-and-effect relationships at the emergence of the first signal manifestations of crisis phenomena, which have their own specificity in the conditions of war, are defined and summarized, and on the basis of these data, a scheme of actions to maintain the enterprise on the market in a valid state is developed. Therefore, the article describes the main conceptual principles for determining the essence of the financial crisis at the enterprise and the reasons for its occurrence in the conditions of martial law and pandemic, as well as ways to get out of it.
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