Sustainable business development in the face of turbulence and digitalisation: Strategic approaches to ensuring competitiveness

Ensuring business competitiveness in the face of turbulence and digitalisation requires rethinking traditional strategic management. Sustainable development serves as the conceptual foundation for building strategic resilience, combining economic efficiency, social responsibility, and environmental sustainability. The purpose of the study was to substantiate strategic approaches to ensuring business competitiveness in conditions of turbulence and digitalisation of the external environment based on the principles of sustainable development. The study was theoretical and conceptual in nature. It applied methods of conceptual modelling and analytical formalisation, which created prerequisites for further empirical verification of the proposed provisions. Contemporary scientific approaches to interpreting the relationship between sustainable development, digitalisation, and business competitiveness were summarised, and the impact of turbulence on the transformation of business models and management processes was analysed. The paper substantiated the change in the role of digital technologies in the strategic management system, which was manifested in the transition from fragmented use of digital tools to their comprehensive integration into the strategies of sustainable development and adaptation of enterprises. A conceptual model for ensuring business competitiveness was proposed, which reflected the logic of interaction between external challenges of a turbulent environment, strategic tools for sustainable development, digital management decisions, and mechanisms of organisational adaptation. The analytical relationship between the key processes of the model was formulated, which allowed substantiating hypotheses about strengthening the competitive position of business in conditions of a high level of digital maturity and integration of ESG approaches into strategic management. The practical significance of the results obtained lies in the possibility of their application in the process of strategic planning, development of sustainable development programmes, and implementation of digital business transformation strategies in conditions of increased uncertainty