Аnalysis of changing approaches to accounting, management, and marketing under economic instability conditions

Abstract

The modern economy increasingly operates under conditions of uncertainty, crisis, and instability, which reveal the limitations of traditional approaches to accounting, management, and marketing. The COVID-19 pandemic, geopolitical conflicts, disruptions in supply chains, and global financial turbulence highlight the need to rethink the principles of business operations. In such circumstances, the effectiveness of organizations increasingly depends on their ability to adapt, respond quickly to changes, and make decisions based on incomplete or contradictory information. Therefore, the purpose of this article is to analyze the transformation of approaches to accounting, management, and marketing under conditions of economic instability, as well as to explore how the principles of chaos theory can be integrated into these systems to enhance their flexibility, adaptability, and resilience. The results of the study demonstrate that in today's economic environment characterized by instability and uncertainty, organizational effectiveness is determined not by complete control but by the ability to detect weak signals within accounting, management, and marketing systems and adapt to changes.