The thesis is devoted to the development of theoretical and methodological bases of formation of adaptive management mechanism for strategy implementation and adaptive strategy modal development for revitalizing Ukrainian enterprises in the digital environment. The genesis of the theory of strategic management in terms of methodological support of the processes of development and adaptive strategyimplementation of export-oriented enterprises is supplemented. The structure of an adaptive management mechanism for enterprise strategy implementation in a digital environment that regulates the rules of the element interaction system, ensures the coordination of strategic goals in accordance with changes in the external environment and its internal capabilities with minimal costs, as well as forms a flexible management system capable of self-organization and transformation is improved. The theoretical and methodical approach to research the features of formation of an adaptive management mechanism for enterprise strategy implementation in export business with estimatingthe potential of revitalizing in the digital environment is developed. Systematically and comprehensively analyses the adaptive strategies of export-oriented enterprises, experience in implementing the strategies on digital platforms and the results of assessing the export potential of national producers in competitive digital markets. The dynamics of export indicators according to the level of manufacturability according to the UN classification is analyzed, it is confirmed that the commodity orientation of raw materials remains in the commodity structure of Ukrainian enterprises. A matrix of analysis results of adaptive strategies is constructed and potential opportunities of revitalizingthe export activity of enterprises are revealed, in particular, by increasingan added value to raw materials on the basis of a ‘servicing’ strategy. The analysis of the world experience of an adaptive management mechanism for strategy implementationon digital platforms Amazon, Alibaba and others is performed. It is concluded that the development of digital platforms is accompanied by a significant increase in concentration in e-commerce, and this trend contradicts the initial expectations of increased competition in digital markets due to economic advantages in customer service. The classification of adaptive enterprise strategies on global digital platforms based on the movement of funds and goods is improved. Based on the analysis of cash and product flows, the advantages and risks of applying strategies for creating a personal brand (Private Label), online arbitration (FBA) and dropshipping in the context of implementing strategic priorities of enterprises to expand export activities are defined. An algorithm for evaluating the effectiveness of the adaptive enterprise strategy in the digital environment is formed. To test the methodological approach, a questionnaire survey of top managers and specialists in international Ukrainian enterprises (93 respondents in total) is conducted. The results of the questionnaire are processed using the tools of a cluster analysis, criterion evaluation of qualitative and quantitative indicators of the architecture of marketing opportunities, strategic planning, pricing quality, organization of feedback with customers and more. The strategies for positioning international companies in social networks and Internet portals are systematized, investment components and pricing strategies of diversified business models on digital platforms are formed, digital drivers of adaptive mechanism management of enterprise strategy implementation are developed. It is proved that digital platforms integrate resource suppliers, manufacturers, distributors, forming innovative business processes and adapting value chains to the needs of market consumers. The system of strategic management of the main points of price increase in export deliveries is improved, and the directions of production and management system adaptation of the enterprise to requirements of various types of digital networks are defined. Management approaches to the adaptation mechanism of export strategies to the requirements of two-sided and multi-sided digital platforms based on the use of business models B2B, B2C, D2C, B2G are developed. The potential of digital drivers in activating the organizational and economic mechanism of implementing strategies of domestic enterprises is revealed, the main digital channels of entering the international market in implementing an adaptive strategy are identified, including: marketplaces (B2B, B2C), social networks (D2C), and own export online stores. The functional model of an adaptive management mechanism for enterprise strategy implementation is developed, and the algorithm of adaptive company strategy development in the international markets in the digital environment is offered.
