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Diversification and Integration as the Forms of Ensuring Strategic Guidelines for the Enterprise Development Management
Khaustova V. Y.

Khaustova, Viktoriia Ye. (2020) “Diversification and Integration as the Forms of Ensuring Strategic Guidelines for the Enterprise Development Management.” Business Inform 12:482–494.
https://doi.org/10.32983/2222-4459-2020-12-482-494

Section: Management and Marketing

UDC 338.83

Abstract:
The article defines that an increase in both the external and the internal instability of enterprise operation imposes new requirements for the choice and substantiation of the strategy and forms of provision of strategic guidelines for managing the enterprise development that can ensure its viability and sustainable development. Thus, the publication is aimed at developing the theoretical-methodical principles of diversification and integration as the forms of ensuring strategic guidelines for the enterprise development management. According to the aim, the author considers the main views on understanding the strategy; the levels of strategic management of the enterprise; the main types of strategies that can be implemented at the enterprise; the classification of types of strategies. The interpretation of the essence of concepts of «goal», «guideline» and «development» is updated. It is substantiated that the main (target) guideline for managing the development of enterprise is to ensure its viability. Achieving this main guideline requires the implementation of a number of basic and specific guidelines, which, together with the target, will make up a system of strategic guidelines. The essence of the concept of «diversification» is closer defined; the motives, factors of the internal environment of enterprise, which should be taken into account when choosing a diversification strategy, are examined; various classifications of diversification types are considered. It is proved that diversification is seamlessly related to integration. It is determined that the formation and implementation of a diversification strategy of enterprise is preceded by substantiating the choice of its types, forms and approaches to implementation. The essence of the concept of «integration» is specified, its forms, types, classifications depending on certain classification characteristics are researched. The place and role of diversification and integration in the strategic management of enterprise, criteria of expediency of choice and implementation of a certain strategy are considered. It is proved that diversification and integration are the most important instruments for enhancing the efficiency of enterprises, which is directed towards increasing their viability and competitiveness, improving the financial condition and investment attractiveness.

Keywords: diversification, integration, strategy, strategic guidelines, development management, strategic management, enterprise.

Fig.: 1. Tabl.: 8. Bibl.: 40.

Khaustova Viktoriia Ye. – Doctor of Sciences (Economics), Professor, Director, Research Centre for Industrial Problems of Development of NAS of Ukraine (2 floor 1-a Inzhenernyi Ln., Kharkiv, 61166, Ukraine)
Email: [email protected]

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