Zharova Liubov, Doctor of Economics, Assistant professor, professor of Kyiv-Mohyla School of Professional and Continuing Education of the National University “Kyiv-Mohyla Academy”, Ukraine, University of Economics and Humanities in Bielsko-Biala, Poland

ORCID: 0000-0002-3568-775X
e-mail: l.zharova@ukma.edu.ua

Strategic Management of Higher Education Institutions in Conditions of Uncertainty

Abstract. Introduction. Higher education institutions increasingly operate in volatile, complex, and unpredictable environments shaped by demographic decline, digital transformation, geopolitical instability, and shifting policy frameworks. These uncertainties challenge traditional management models and require universities to adopt flexible and evidence‑based strategic approaches. The article focus on conceptualization the role of strategic management as a core institutional capability that supports stability, adaptability, and mission continuity under volatile conditions; synthesize existing research on strategic planning, governance, and resilience in higher education, identifying current trends, limitations, and emerging approaches; analysis key challenges that undermine strategic coherence – including financial constraints, demographic shifts, policy volatility, and geopolitical shocks – and explain why they demand new strategic tools.

Purpose. The purpose of this study is to examine how higher education institutions can design and operationalize effective strategic management frameworks capable of functioning under conditions of persistent uncertainty.

Results. This article examines the evolution and core components of strategic management in higher education, emphasizing scenario planning, agile governance, data‑driven decision‑making, and mechanisms for institutional resilience. Drawing on recent research and crisis experiences – including the COVID‑19 pandemic and geopolitical disruptions affecting Eastern Europe – the study highlights how effective strategic management supports adaptability, financial stability, and long‑term sustainability. Special attention is given to the Ukrainian context, where institutions must navigate unprecedented uncertainty while maintaining educational continuity and pursuing modernization.

Conclusions. The analysis demonstrates that strategic management is fundamental to ensuring that higher education institutions remain resilient, competitive, and mission‑driven in turbulent conditions.

Keywords: strategic management, management; higher education institutions; uncertainty; resilience; agile governance; scenario planning; data‑driven decision‑making.

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