Innovation and Sustainability

The article is dedicated to studying the impact of the external environment on the formation of a company’s strategic behavior. In particular, it explores how economic, political, social, and technological factors change the conditions of a company’s functioning and affect its strategic behavior. The article includes an analysis of recent research and publications on this topic, as well as practical aspects of the relationship between the external environment and a company’s strategic behavior. The goal of the article is to understand how the external environment affects a company’s strategic behavior and how company management can use this knowledge to improve their effectiveness in the modern market environment. The article discusses the issues of forming strategic behavior of companies in conditions of instability and uncertainty. The article examines the theoretical aspects of strategic management as well as practical aspects of forming a company’s strategy. The theoretical aspects of strategic management are presented, where the main approaches to forming a company’s strategy are considered and the main stages of forming a strategy are defined. Factors that affect the formation of a company’s strategy in modern conditions, such as globalization, technological changes, internet development, and competition, were also explored. The practical aspects of forming a company's strategy were investigated, including determining the mission and goals of the company, analyzing the external and internal environment, choosing a development strategy, and implementing it. The article also discusses methods for evaluating the effectiveness of a strategy and the risks associated with its implementation. The general conclusion of the article is that forming a company’s strategy in modern conditions is a complex process that requires a comprehensive approach and careful analysis of all factors that affect the company. Forming a company’s strategic behavior is a complex and multifaceted process that requires a systemic and in-depth analysis

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