DEVELOPMENT STRATEGIES FOR SERVICE ENTERPRISES

Abstract

The article examines strategic management as a key tool for ensuring the effective functioning of service sector enterprises amid profound transformations in the socio-economic environment. It is noted that at the current stage of national economic development, the service sector plays an increasingly important role. Even under the conditions of a full-scale war in Ukraine, the share of the service sector continues to grow, indicating its resilience, flexibility, and strategic importance for the country. The relevance of the topic is driven by the need to reconsider approaches to managing service enterprises in the face of global challenges. The paper reviews scholarly sources that address the issues of service enterprise management, analyzes the dynamics of the service sector's development in Ukraine, and outlines major trends, risks, and potential growth points. Special attention is paid to the analysis of typical mistakes associated with a lack of strategic approach: ignoring changes in the external environment, focusing solely on internal resources, underestimating digital transformations, and demonstrating low adaptability. The shortcomings of strategic management implementation are also outlined, including high resource requirements, the necessity of organizational restructuring, the complexity of market forecasting, and the risk of strategic missteps with potentially critical consequences for enterprises. The study identifies priority strategic directions for the development of Ukraine’s service sector: service digitalization, human capital development, promotion of service exports, stimulation of innovation, support for small and medium-sized enterprises, deregulation, institutional support, and ensuring regional balance. In conclusion, the author argues that under current conditions, strategic management must combine long-term development vision with adaptability to a changing environment, which requires not only clear planning but also readiness for rapid response. Effective strategic management becomes a necessary condition for sustainable development of service enterprises, increasing their innovativeness, competitiveness, and contribution to the national economy as a whole.