Abstract
<jats:p>Turbulent market environments increase the need for coherent strategies that enhance enterprise performance. Designing such a strategy involves developing marketing capabilities and forming a synergistic portfolio of marketing tools aligned with target performance indicators and mechanisms for adapting to environmental changes. The research is based on a systematic approach to studying strategic performance management, conceptual provisions of Business Performance Management, the theory of dynamic capabilities, and modern marketing science achievements. The study employs methods of theoretical generalization, structural-logical analysis, conceptual modeling, and graphic visualization to form a holistic theoretical and methodological construct of the performance enhancement strategy. An original definition of the enterprise performance enhancement strategy is proposed as a purposefully designed system of interrelated management decisions and action rules that determine priorities, resources, temporal logic, and coordination mechanisms to achieve a target level of performance. It is demonstrated that the key role in implementing such a strategy is played by developing marketing capabilities and forming an adaptive synergistic portfolio of marketing tools. A theoretical-conceptual framework for designing a performance enhancement strategy has been developed, integrating the development of enterprise marketing capabilities with achieving target performance indicators in financial, operational, innovative, environmental, social, and production spheres. It is substantiated that achieving the target performance level is ensured through maintaining the manifestation of emergent effects from the synergistic application of marketing tools in various areas of enterprise activity. The proposed approach enables enterprises to form a balanced system of management decisions for enhancing performance through purposeful development of marketing capabilities and forming a portfolio of marketing tools considering the specifics of a turbulent external environment. Research results can be used in developing corporate, competitive, and functional strategies for enterprises across various economic sectors.</jats:p>