VIRTUALIZATION AS AN ELEMENT OF ANTI-CRISIS MANAGEMENT IN INFORMATION EXTERNALITIES

Abstract

The proposed study is focused on the theoretical analysis of anti-crisis management tools during of information externalities, namely the virtualization of the enterprise in all forms of ownership: state and private. Since in the information society any event (political, economic, cultural, social, etc.) is realized in two planes: physical and informational, the informational plane often plays the main role, since it is in the informational field where the perception of the event is formed and the reaction to it is determined in society Information externalities constantly remain a generator of permanent threats and risks of deepening economic crises not only of the enterprise, but also of any area in general. Taken into account that information externalities are realized in the information field, where the main factor is information, and a person acts as the central subject and producer of information, in anti-crisis management during information externalities, among the main steps can be distinguished: 1) HR policy; 2) virtualization; 3) branding. Internet technologies that allow us to get the latest information on a crisis phenomenon are often used in crisis communications planning to provide employees, managers, and external stakeholders with the necessary information. After processing and analysing information, techniques and methods of anti-crisis management are developed, namely training and education of professional personnel to overcome and prevent crisis situations and to implement anti-crisis measures in the future. In the information society, a necessary condition for the effective operation of the enterprise is the virtualization of the enterprise, which can timely ensure the effective withdrawal of the enterprise from a. Virtualization of the enterprise involves the creation of a virtual market, virtual reality and virtual organization of the enterprise with the help of information and communication technologies. Functions performed by virtualization include: communication (email, video conferencing, collaboration software, social media), data management (data storage, data management, data access), marketing (content creation, online advertising, e-commerce, marketing research), process improvement (financial savings, reduction of logistics costs), resource planning (combination of functional aspects of the enterprise).