Modern approaches to managing production and sales activities of enterprises

The article examines modern approaches to managing the production and sales activities of enterprises operating under the difficult conditions of Ukraine’s economic transformation, market globalization, and increased competitive pressure. The author outlines the theoretical foundations of managing production and sales processes, shows their interdependence, and highlights their importance in ensuring enterprise efficiency. The paper focuses on systemic, process, marketing, logistics, and innovation-digital approaches, which, in modern conditions, serve as the conceptual basis for effective management decisions. The paper assesses Ukrainian enterprises’ operational practices. It analyzes the strengths of existing mechanisms, including consumer-oriented focus, the development of new sales channels, and the gradual digitalization of management processes. At the same time, it identifies several problems, including insufficient integration between production and sales subsystems, limited flexibility in management structures, limited use of modern information systems, and a primary focus on short-term financial results. The article supports the feasibility of shifting from fragmented management tools to integrated mechanisms that combine strategic planning, logistics solutions, marketing analytics, and digital technologies. It is shown that integrated management models create opportunities to increase resource efficiency, reduce costs, ensure adaptability, and build long-term competitive advantages. The study proposes directions for improving production and sales management, including using a single information space, increasing client interest, and adapting to changes in the external environment. The practical significance of the results lies in the potential to apply the developed approaches to improve the management systems of Ukrainian enterprises, thereby enabling them not only to increase operational efficiency but also to integrate more actively into global production and sales chains.