ABSTRACT
The purpose of the study is to reveal the specifics of the turbulent business environment formed by the COVID-19 pandemic, as well as to substantiate the most effective strategies for adapting companies to ensure their rapid adaptation to new conditions. The authors proved that the COVID-19 pandemic has created a new turbulent environment for business activities (due to the suddenness and intensity of infection with the virus;high level of globalization;inclusion of each individual;blocking and reduced socio-economic mobility;uncertainty of the timing and consequences of the spread of the virus). The authors determined that the pandemic qualitatively strengthened the trend associated with “slowing down globalization” and consolidating the diversification of world centers of influence, and also became a catalyst for a number of structural shifts. The authors analyze the possibilities of implementing various strategies for adapting companies in a turbulent business environment. It is concluded that an ambivalent strategy, which allows companies to use separate elements of the cost reduction strategy and investment strategy at different stages of adaptation, has the greatest potential for effective implementation by companies in conditions of turbulence. © 2022, The Author(s), under exclusive license to Springer Nature Switzerland AG.