Conceptual framework for proactive crisis enterprise management

There has been a significant increase in requests for recognition of the debtor insolvent, this situation actualize proactive crisis management in combination with low rehabilitation potential of the institution of bankruptcy since 2014. The crisеs in the development of enterprises are inevitable, moreover it can have positive aspects, for example, increase the company's susceptibility to progress and prevention of more serious crises, so the main objective of proactive crisis management isn`t the avoidance of crisis but optimization of the crisis process. Optimization of process involves the correlation of the costs of implementation of preventive measures and available resources to allocated resources are sufficient for implementation of all phases of proactive crisis solutions, but at the same time, the company has not incurred unreasonably high costs. The authors conducted a comparative analysis of definitions of “proactivecrisis management” and specified the content of this concept. The adoptionprocess of proactive crisis solutions should be clearly structured, so the authors highlighted and discussed in detail the process of adoption of proactivecrisis solutions, which includes 4 stages: obtaining information about the internal and external enterprise environment, the stage of processing the gathered information and taking necessary proactive crisis decisions, the implementation of the adopted decisions and control their implementation.Modern tools of proactivecrisis management are varied and take into account the specifics of modern Russian system of market relations, because they include analysis of internal and external enterprise environment, quantitative and qualitative indicators. The authors suggest to consider innovation as one of the possible instruments of preventive crisis management.