FINANCIAL MANAGEMENT AND ITS BASIC CONCEPTS IN THE CONTEXT OF THE CURRENT STATE OF UKRAINIAN ECONOMY

Abstract

The purpose of the article is to substantiate the theoretical and applied role and concepts of financial management in the context of enterprise management, in particular in the current state of the Ukrainian economy. The article explores how various financial strategies and instruments can be effectively applied to ensure the financial sustainability of enterprises, increase their competitiveness and adapt to economic and political changes. Taking into account the current problems faced by Ukrainian enterprises, such as inflation, currency fluctuations, changes in the tax and regulatory environment, as well as the consequences of military aggression, the article substantiates theoretical approaches to applying basic financial management concepts for enterprises operating in an uncertain environment. The research methodology is based on the use of such methods as logical generalization, scientific abstraction and structural analysis. Logical generalization allows to identify the main trends and patterns of financial management in an unstable economy, and structural analysis allows to systematize the basic concepts and tools of financial management in enterprises. An important stage of the study is the use of scientific abstraction to identify the key aspects of financial management that are most important for enterprises in the current economic environment. As a result of the study, the author proposes to systematize the basic theoretical elements of financial management, among which the basic concepts, their essence, purpose, principles, as well as the advantages and disadvantages of their application in conditions of economic instability are defined. Particular attention is paid to the issues of financial risk management, capital optimization and liquidity of enterprises, which are critical for ensuring their financial stability in the current economic situation. The practical significance of the research results is that the proposed approaches to enterprise financial management can be successfully implemented to achieve the ultimate interests of enterprise owners, increase their efficiency and ability to adapt to a rapidly changing economic environment. The use of these approaches will help enterprises not only to ensure stable development in the face of crisis, but also to achieve strategic goals in the long term, while maintaining high competitiveness and efficiency of their activities.