STRATEGIC MECHANISMS OF FORMING PRODUCT PORTFOLIOS OF COMPANIES IN THE CONDITIONS OF MULTI-VECTOR BUSINESS DEVELOPMENT

Abstract

The relevance of the study is due to the dynamism of the business environment, in which companies simultaneously implement several strategic directions of development, diversify the product offer and actively adapt to changing market conditions. Under such circumstances, traditional approaches to the formation of product portfolios lose their effectiveness, which actualizes the need to create strategic mechanisms that can integrate different business trajectories and ensure portfolio balance in accordance with the long-term goals of the enterprise. The purpose of the study is the theoretical justification and development of strategic mechanisms for the formation of product portfolios of companies operating in a multi-vector business environment. The object of the study is the process of strategic management of the product portfolio, and the subject is the mechanisms and tools for its construction and optimization in accordance with the multi-directional vectors of enterprise development. The methodological tools include systemic and comparative analysis to generalize approaches to product portfolio management, strategic diagnostics using BCG and GE/McKinsey matrices to assess product market positions, as well as elements of value proposition mapping and expert assessments, which allowed us to form an author's mechanism for adapting the portfolio to the conditions of multi-vector business development. The study identified factors influencing the portfolio structure, identified limitations of existing models, and developed a mechanism that ensures the consistency of products with the strategic goals of the enterprise and market changes. The results showed that the implementation of adaptive mechanisms increases the flexibility and stability of companies, optimizes the allocation of resources, and accelerates the response to external challenges, and their use is advisable for enterprises that seek to strengthen their competitive positions and effectively manage product development.