Abstract: in the conditions of the new normality, which was formed under the influence of the COVID-19 pandemic, the war in Ukraine and global economic crises. The authors highlight the key aspects of enterprises’ adaptation to changes, in particular, digitalization, innovation, sustainable development and risk resistance. It is substantiated that in the modern world, characterized by ontological uncertainty, enterprises are forced to operate in the conditions of the new normality, which is dictated by global challenges, in particular: pandemic, economic crises, environmental threats, military actions and galloping digitalization. It is determined that the key problem is that traditional strategic approaches no longer provide an adequate response to the dynamics of being, which is transforming at breakneck speed. The importance of a flexible strategic approach that ensures the long-term competitiveness of enterprises in a dynamic environment is considered. The emphasis is on digital transformation as a basis for increasing the efficiency of business processes, using environmentally sound solutions for sustainable development and integration into global supply chains. The authors investigate the impact of government support, employee mental well-being and innovative approaches on the resilience of enterprises during the crisis. Macroeconomic indicators are analyzed, in particular, labor market recovery, fiscal stability and foreign trade, which form the basis for strategic development. The issues of enterprise adaptation to long-term crisis conditions, the balance between environmental responsibility and economic benefit, as well as effective integration into international markets are discussed. The article emphasizes the need for a systemic approach to change management, which involves the use of innovations, digital technologies and sustainable development strategies to maintain competitiveness in an ever-changing world.