This article discusses the study of adaptive business management in the context of digital transformation and the development of conceptual frameworks for organizations that can effectively operate in the digital economy.

The aim of the research is to establish the principles of adaptive management and develop a conceptual model for a business that is focused on resilience, flexibility, and the ability to adapt rapidly in response to dynamic technological changes.

This topic is relevant due to the rapid evolution of digital technology, increasing global competition, and growing uncertainty in the external business environment. These factors necessitate a shift from traditional management approaches towards more flexible and adaptive models for organizations. The paper employs methods of systematic and comparative analysis, which allowed us to view the enterprise as an open socio-economic system and to identify key factors influencing its adaptive capabilities. As a result of this research, a conceptual model of an adaptive enterprise was developed, including interrelated elements such as strategy, organizational structure, technological infrastructure, human capital, and organizational culture.

The findings demonstrate that the integration of digital technologies, development of dynamic organizational capabilities, and establishment of flexible management mechanisms can enhance the sustainability of enterprises, their innovation potential, and readiness for future change. The scientific and practical importance of this research lies in its contribution to the theoretical understanding of adaptive management, and the potential for using the proposed model to develop digital transformation strategies and improve management systems in modern enterprises.

JIANG J.

2nd year doctoral student, DBA, Al-Farabi business school, Al-Farabi Kazakh national university, Almaty, Kazakhstan

E-mail: jiang.yun.02@mail.ru, https://orcid.org/0009-0008-5962-4543

NIYETALINA G.

PhD, associate professor, Turan University, Almaty, Kazakhstan

E-mail: gniyetalina@gmail.com, https://orcid.org/0000-0002-2004-0603

KARSHALOVA A.

PhD, associate professor, Kazakh-British Technical University, Almaty, Kazakhstan

E-mail: alma1984@mail.ru, https://orcid.org/0000-0002-0065-8369

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adaptive management, organizational flexibility, digital transformation, dynamic capabilities of the enterprise, digital economy