Environmentally oriented strategic approaches in business practices of enterprises in turbulent conditions

Abstract

The article considers environmentally oriented strategic approaches in business practices of enterprises and establishes that enterprises face increasing turbulence in the external environment. The necessity of identifying environmentally oriented practices that can increase the sustainability of enterprises in turbulent conditions is proven. It has been found that conditions of turbulence, such as economic crises or political instability, create additional challenges for businesses in implementing environmental initiatives. Therefore, it is necessary to develop strategies that will be resistant to such turbulent conditions and contribute to environmental protection, while ensuring the stability and competitiveness of enterprises. The purpose of the article is to conduct a comprehensive study of modern theoretical and empirical developments on the issues of environmental orientation of business practices in turbulent conditions and to formulate practical recommendations.

It has been established that environmentally oriented approaches are of paramount importance, as they allow enterprises not only to reduce their negative impact on the environment, but also to ensure long-term business sustainability. The implementation of environmentally oriented approaches requires a comprehensive approach that includes not only changes in technological processes, but also adjustments to corporate strategies, policies and practices. It has been established that environmentally oriented approaches involve optimising the use of resources, reducing waste, applying energy-efficient technologies and integrating the principles of the circular economy. Research into environmentally oriented approaches in turbulent conditions has identified the following environmentally oriented strategies that can become an important factor in the successful adaptation of enterprises to the challenges of the modern economy: green innovation strategy, ESG opportunity development, strategic agility and innovation, integrated risk management, circular economy and resource efficiency, regulation and certification, as well as education and corporate culture. An analysis of environmentally oriented strategic approaches in business practices demonstrates the importance of integrating environmental, social and management aspects into corporate sustainability strategies.