Theoretical aspects of structuring a company’s strategy

Objective: to develop a conceptual approach to forming a company’s strategy as a sustainable behavioral pattern that ensures its feasibility in a turbulent environment.Methods: the study used abstract-logical method, methods of information analysis and synthesis, conceptual modeling and classification.Results: the research revealed that under high turbulence, the dominant targeted approach to strategy formation, focused on achieving specific indicators by a set deadline, leads to permanent adjustments, blurring its long-term nature and reducing feasibility. As an alternative, a prospective strategy format is justified and proposed as a set of indefinite process guidelines that form a sustainable company “character”. The author developed a typology that compares the classical and prospective strategy formats by key characteristics (objective, presentation method, urgency, degree of publicity, etc.). The study showed that the proposed approach allows moving from reactive adjustment to proactive sustainability, reducing the document volume and increasing its receptivity by staff.Scientific novelty: it consists in developing and theoretically justifying a process-oriented approach to strategy formation, in which for the first time strategy is interpreted not as a plan to achieve targets, but as an indefinite behavioral pattern – a set of long-term decisions that determine the company “character”. The proposed original classification of strategy formats reveals their fundamental differences by the criteria of goal setting, urgency, adaptability, and degree of publicity.Practical significance: it is possible to use the proposed model and classification to develop and update company strategies in various industries. The proposed format allows increasing business resilience to external shocks, simplifying the strategic planning process, and making the strategy a working tool for management and staff rather than a declarative document.