THE IMPACT OF TIME MANAGEMENT ON THE FINANCIAL AND MOTIVATIONAL INDICATORS OF AN ENTERPRISE IN CONDITIONS OF TURBULENCE IN THE EXTERNAL ENVIRONMENT

The article examines the impact of time management on the financial and motivational performance of an enterprise in a turbulent external environment. The relevance of the topic is due to the fact that modern enterprises operate under the simultaneous pressure of the consequences of the COVID-19 pandemic, full-scale war, logistical disruptions, energy instability, and the mass spread of artificial intelligence-based technologies, which significantly increase the requirements for the quality of working time organization, process coordination, and adaptability of management decisions. The purpose of the study is to assess the impact of time management on the financial and motivational performance of enterprises in the logistics industry, as well as to determine the role of external turbulence, time loss, enterprise scale, and the intensity of the use of artificial intelligence-based technologies in shaping the performance of activities. The empirical basis is a sample of 5 actually operating logistics enterprises in our country for 2021–2025. Our study used the methods of theoretical generalization, descriptive statistics, correlation analysis, simple and multivariate regression, as well as graphical visualization of the results. The evaluation results showed that better organization of working time is associated with higher operational efficiency, reduced time loss, and stronger motivational characteristics of personnel. At the same time, external turbulence negatively affects the results of activity, but enterprises with a higher level of time management demonstrate greater resistance to crisis disturbances. It has been proven that time management should be considered not only as an individual skill, but as an important component of the organizational efficiency of the enterprise. The practical significance of the results obtained lies in the possibility of using them to improve internal management activities, increase labor productivity, strengthen labor motivation, and reduce operational losses in an unstable external environment.