TRANSFORMATION OF APPROACHES TO UNDERSTANDING
ENTERPRISE COMPETITIVENESS

Olha HYTROVA

Chernivtsi Institute of Trade and Economics of SUTE, Chernivtsi

https://orcid.org/0000-0003-2253-4356

DOI: http://doi.org/10.34025/2310-8185-2025-3.99.08

Keywords: enterprise competitiveness, competitive advantages, innovations, strategies, knowledge, integration.

Summary

Changes in industries and market segments, which occur under the influence of global trends, digitalization and the emergence of Industry 4.0, are an important element of the global economy, in which companies are fiercely competing for dominance. Traditional approaches to managing the competitiveness of enterprises, industries and countries have undergone serious changes in recent years under the influence of a whole complex of global factors and phenomena. Numerous and radical changes in the conditions of production, trade procedures, rules for forming supply chains have seriously transformed the conditions of competition and the very concept of competitiveness and competitive advantages. It forces us to look for new ways to maintain the competitiveness of enterprises at a level sufficient for world markets and to look for new effective tools for competing for a place in the market and for consumers of their products.

The solution to this problem lies in the theoretical and empirical analysis of modern approaches to managing the competitive advantages of an enterprise within the framework of the global theory of competitiveness, as well as a number of independent areas of research on the general topic of competitiveness. The basis for solving the conceptual task of finding new mechanisms and tools for competitive struggle is the study of the results achieved in modern foreign science of adapting the concepts of enterprise competitiveness, competitive advantages, methods and tools for competitive struggle in regional and world markets in modern conditions.

The purpose of the study is to identify the main approaches to the concepts of enterprise competitiveness, competitive advantages, methods and tools for competitive struggle in regional and world markets, which are in foreign literature, and to structure them according to areas of analysis.

Based on the application of methods of bibliographic historical analysis and comparative studies, four basic directions of foreign research in the field of competitiveness are identified. The results of the analysis of differences in the strategies of leading firms regarding basic competitive dynamics, available in foreign sources, are summarized.

Biographies of authors:

Olha HYTROVA,

Chernivtsi Institute of Trade and Economics of SUTE

Candidate of Economic Sciences, Associate Professor

Associate Professor Department of Management, Marketing and Logistics

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