STRATEGIC DIRECTIONS OF ENTERPRISE MANAGEMENT IN THE GREEN ECONOMY

Abstract

This scientific article explores comprehensive strategic directions for enterprise management within the evolving paradigm of the green economy, outlining how sustainability has become a core determinant of competitive advantage, operational resilience, technological modernization, and long-term financial viability. The study synthesizes theoretical insights, global policy dynamics, sector-level transformations, quantitative indicators, and case-based evidence to frame a holistic and integrated green management architecture suitable for diverse industries and national contexts. The research identifies how enterprises must redefine corporate strategies around decarbonization, circular economy principles, stakeholder-driven governance, resource efficiency, renewable energy adoption, eco-innovation, green marketing, green finance instruments, digital transformation, and environmental risk assessment.