Adaptive strategic planning as a tool for building managerial flexibility in small beauty industry enterprises

The article analyzes the features of adaptive strategic planning as a tool for building managerial flexibility in small enterprises of the beauty industry. It focuses on the differences between improvisational, hybrid and institutionalized management models, as well as on the role of digital infrastructure, strategic publicity and marketing flexibility. A multiple case study of two Ukrainian beauty brands using structured content analysis was conducted, which allowed the development of an integrated model of the evolution of managerial flexibility. The findings demonstrate the gradual accumulation of managerial capacity through the implementation of CRM, AI personalization algorithms and inclusive branding. Practical recommendations are proposed for owners and managers of small service companies to facilitate the transition from situational to systemic strategic management, thereby enhancing their resilience and competitiveness.