METHODOLOGICAL PRINCIPLES OF FINANCIAL MANAGEMENT OF SUBJECTS OF ENTREPRENEURSHIP IN CONDITIONS OF UNCERTAINTY

. The financial manager has to take into account a large number of factors in the process of adoption of managerial decisions. The effect of these factors can be caused by the uncertainty of the market environment. The emergence of a risk that destabilizes the financial and business activities of business entities and leads to financial losses can become a negative manifestation of uncertainty. Under such conditions, there is a need to clarify the methodological principles for reducing the level of uncertainty in the process of business risk management.Purpose. The article aims to analyze and generalize theoretical and methodological approaches as for consideration the factors of uncertainty when making decisions in the framework of financial management of business entities.Method (methodology). To generalize the methodological principles of consideration the uncertainty of the conditions of the functioning of business entities, when adopting financial decisions, the techniques of the abstract and logical method of research have been used. They are method of analysis, method of synthesis, method of analogy, method of comparison, method of abstraction and induction.Results. The modern concepts of uncertainty and risk in the theory and practice of financial management of subjects of entrepreneurship have been analysed. Risk is considered as a result of uncertainty of market trends. The approaches to enterprise risk management have been defined. It has been substantiated that in conditions of unstable market environment the emphasis in financial decision-making procedures shifts from the optimal choice of alternatives of risk-taking activities to methods of studying and neutralizing factors of uncertainty and risk.