Modeling of management and marketing solutions for the implementation of adaptive security approaches in the management of the effectiveness of an innovatively oriented advertising business enterprise in conditions of digitalization

Relevance of the research topic. The actualization of the issue of modeling management solutions
for the implementation of adaptive security approaches in the management of the effectiveness of an
innovatively oriented advertising business enterprise in the conditions of digitalization is conditioned by
the lack of systematic research of this process in Ukraine.
Formulation of the problem. The system of managing financial and economic results should be
characterized by high dynamism, which takes into account changes in external factors and parameters
of the functioning of the innovation–oriented enterprise itself. The main goal of managing financial and
economic results is the development of management decisions aimed at ensuring the financial and реeconomic
capacity of the enterprise in the current and prospective period based on adaptive security
approaches, which in the conditions of digitalization determines the relevance of the research topic.
Setting the purpose and objectives of the study – to investigate the modeling of management
solutions for the implementation of adaptive security approaches in the management of the effectiveness
of an innovatively oriented advertising business enterprise in the conditions of digitalization.
Research method or methodology. The article uses the following methods: monographic, graphic,
abstract–logical, analysis and synthesis, systematization.
Presentation of the main material (research results). The conceptual principles of modeling
management solutions for the implementation of adaptive security approaches in the management
of the performance of an innovatively oriented advertising business enterprise in the conditions of
digitalization, which are aimed at determining the prerequisites for rational resource use while
maximizing financial and economic performance, are considered.
Field of application of results. The results of the research can be used in practical activities for
modeling management decisions on the implementation of adaptive security approaches in managing
the effectiveness of an innovatively oriented advertising business enterprise in conditions of digitalization.
Conclusions on the article. A system of parameters for the development of financial and economic
performance for an innovatively oriented advertising business enterprise is formulated, based on
planning effective changes, determining the usefulness of technological solutions and monitoring
changes in resources. The procedure of actions in the process of planning the optimal load on the
resource potential of the enterprise in the process of forming financial and economic effectiveness,
the method of assessing the perspective of management decisions when implementing or improving
adaptive security approaches in management in conditions of digitalization is defined.