Diversification and integration as a form of providing strategic orientations of enterprise management

The article discusses the main views on understanding the strategy; levels of strategic enterprise management; the main types of strategies that can be implemented in the enterprise; classification of types of strategies. The author clarifies the interpretation of the essence of the concepts “goal”, “landmark” and “development”. The paper substantiates that the main (target) guideline of enterprise development management is to ensure its viability. Achieving this benchmark requires the implementation of a number of basic and specific benchmarks, which, together with the target, will constitute a system of strategic benchmarks. The essence of the concept of “diversification” is clarified; the motives, factors of the internal environment of the enterprise, which should be taken into account when choosing a diversification strategy are investigated; various classifications of diversification types are considered. Diversification is closely related to integration. The essence of the concept of “integration” is clarified, its forms, types, classifications, depending on certain characteristics are investigated. The place and role of diversification and integration in the strategic management of an enterprise, the criteria for the expediency of choosing and implementing a strategy are considered. It is concluded that diversification and integration are the most important tools for increasing the efficiency of the functioning of enterprises, increasing their viability and competitiveness, improving the financial condition and investment attractiveness. The purpose of the article is to expand the theoretical and methodological foundations of diversification and integration as forms of providing strategic guidelines for enterprise development management. The article determines that the strengthening of external and internal instability of the functioning of enterprises imposes new requirements on the choice and substantiation of the strategy and forms of providing strategic guidelines for managing the development of enterprises capable of ensuring viability and sustainable development.