ADKAR MODELING IS AN EFFECTIVE ANALYTICAL TOOL FOR MANAGING THE RESILIENCE OF INTERNET MARKETING COMPANIES

Abstract

Any change based on the transformation process entails the risk of the company losing its own resilience. Industry professionals and academics are increasingly choosing modern tools for strategic business analysis as basic specialized methods: scenario planning to develop a set of acceptable alternatives for enterprise development and ADKAR modelling to practically orient the change model towards achieving business resilience goals. The article considers the implementation of the theoretical and methodological provisions of the ADKAR model for the strategic management of resilience of enterprises in the digital marketing sector of Ukraine. Using the ADKAR modeling, the author develops high-quality anti-crisis measures in the process of developing a change management strategy, taking into account the specifics of companies’ activities. The advantages of the ADKAR model are its ease of use, applicability to small businesses, and involvement of employees of different management levels in decision-making. For change management, it is important that each element at certain stages has its own description and development methodology, but at the same time, it provides space for the project team to use their own ideas and plans. The practical implementation of the model is presented in the form of measures to transform the strategy of Digital Agency Panem on the basis of resilience. At each of the stages: “Awareness”, “Desire”, “Knowledge”, “Ability” and “Reinforcement”, a number of activities related to the transformation of the company's business strategy are carried out. The ADKAR model will provide the main conditions for internet marketing companies to achieve resilience in the strategic perspective by assessing the company's readiness for change, diagnosing problems in the change management program, a high degree of understanding of the level of resistance to change, and timely overcoming physical and psychological barriers during the change initiative. ADKAR modeling creates the conditions for involving a large number of employees in strategy development, the ability to quickly modernize the process, receive feedback at each stage, and focus on important ideas and suggestions to maintain the company's resilience in the long term.