MODERN APPROACHES TO ASSESSING THE PERFORMANCE EFFICIENCY OF CONFECTIONERY INDUSTRY ENTERPRISES

Abstract

The article explores current scientific and practical approaches to assessing the performance efficiency of enterprises in the confectionery industry under conditions of economic transformation and high market competition. The need to revise and modernize traditional efficiency assessment methods – primarily based on financial and economic indicators – is emphasized, in order to incorporate modern management tools, dynamic environmental changes, and the growing role of intangible assets. The analysis systematizes the main groups of indicators used in contemporary practice: financial, production-technological, marketing, innovation, and socio-environmental. Special attention is given to the Balanced Scorecard (BSC) concept, which enables strategic performance evaluation by integrating both quantitative and qualitative parameters. The article also examines integrated evaluation methods that provide a generalized assessment of a company's performance based on a set of criteria. Industry-specific features affecting efficiency assessment in confectionery production are identified, including demand seasonality, limited product shelf life, high quality and safety requirements, dependence on imported raw materials, and high energy consumption. The role of digital technologies, management process automation, and Business Intelligence tools in ensuring transparency and objectivity of evaluation is also analyzed. The authors propose recommendations for developing an adaptive efficiency assessment system that combines traditional and modern approaches, taking into account both internal enterprise characteristics and external influencing factors. It is emphasized that integrating such approaches into strategic management practice will enhance enterprise flexibility, improve responsiveness to market challenges, optimize resource use, and ensure sustainable growth in competitiveness over the long term.