2408-9346Research result. Business and Service Technologies2408-93464092TRENDS IN THE DEVELOPMENT OF INDUSTRY AND REGIONAL MARKETS. BUSINESS TRANSFORMATION IN THE NEW REALFrom Operational Response to Proactive Management: The Concept of the Organizational and Economic Mechanism for Health Resort Management in the Context of Modern RealitiesFrom Operational Response to Proactive Management: The Concept of the Organizational and Economic Mechanism for Health Resort Management in the Context of Modern RealitiesProkhorovaOlga V.ProkhorovaOlga V.SamoletovRoman V.SamoletovRoman V.202612100

The article substantiates the relevance of developing a proactive organizational and economic mechanism for health resort organizations amidst high market turbulence and dynamic environmental changes. The research presented is highly relevant, as the competitiveness of health resort entities is determined by the need to form proactive mechanisms capable of mitigating exogenous and endogenous risks in a turbulent market. The practical demand for this scientific problem stems from an objective need for the convergence of medical, rehabilitative, and recreational functions within a single model, requiring the development of new proactive management tools and integrated performance criteria. The scientific novelty lies in the development of a proactive risk-oriented model demonstrating how risks should be transformed from sources of uncertainty into objects of strategic control. The practical significance is defined by the proposed management toolkit, which includes integrated indicators of profitability and aggregate risk. The study results in a model of an organizational and economic mechanism for the effective management of a health resort organization, ensuring synergy between operational efficiency, customer orientation, and long-term financial stability. The research employs a methodological framework synthesizing a systemic-synergetic approach, comparative analysis of scientific concepts, and quantitative assessment tools. These include the calculation of integrated economic indicators of the management system and the aggregate risk to develop a proactive risk-oriented model. The study concludes that implementing the proposed conceptual proactive model facilitates the organization's transition from situational response to anticipatory adaptation, thereby creating a critical competitive advantage.

The article substantiates the relevance of developing a proactive organizational and economic mechanism for health resort organizations amidst high market turbulence and dynamic environmental changes. The research presented is highly relevant, as the competitiveness of health resort entities is determined by the need to form proactive mechanisms capable of mitigating exogenous and endogenous risks in a turbulent market. The practical demand for this scientific problem stems from an objective need for the convergence of medical, rehabilitative, and recreational functions within a single model, requiring the development of new proactive management tools and integrated performance criteria. The scientific novelty lies in the development of a proactive risk-oriented model demonstrating how risks should be transformed from sources of uncertainty into objects of strategic control. The practical significance is defined by the proposed management toolkit, which includes integrated indicators of profitability and aggregate risk. The study results in a model of an organizational and economic mechanism for the effective management of a health resort organization, ensuring synergy between operational efficiency, customer orientation, and long-term financial stability. The research employs a methodological framework synthesizing a systemic-synergetic approach, comparative analysis of scientific concepts, and quantitative assessment tools. These include the calculation of integrated economic indicators of the management system and the aggregate risk to develop a proactive risk-oriented model. The study concludes that implementing the proposed conceptual proactive model facilitates the organization's transition from situational response to anticipatory adaptation, thereby creating a critical competitive advantage.

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