COMPETITIVENESS OF ENTERPRISES IN THE CONDITIONS OF INNOVATIVE DEVELOPMENT OF THE BUSINESS ECONOMY

Abstract

Introduction. In the modern conditions of globalization, digitalization, and innovative transformation of the economy, the issue of ensuring enterprise competitiveness is becoming particularly relevant. The dynamic development of digital technologies, intensification of international competition, instability of the economic environment, and changes in consumer behavior necessitate the continuous improvement of enterprise management systems and the implementation of innovative business models. Today, enterprise competitiveness is determined not only by the level of financial stability or product quality, but also by the ability to quickly adapt to changes in the external environment, effectively use innovative potential, digital technologies, and modern management tools. Processes of digital transformation, automation of business processes, development of e-commerce, application of artificial intelligence, Big Data, and cloud technologies are gaining special importance. In the modern economy, innovation activity acts as a key factor in the formation of sustainable competitive advantages, increasing labor productivity, optimizing costs, and ensuring the long-term development of enterprises. At the same time, Ukrainian enterprises continue to face problems of insufficient financing of innovation activities, a low level of business digitalization, lack of investment resources, and insufficient state support for innovative development, which negatively affects their competitive positions and restrains operational efficiency.

Purpose. The purpose of the article is to study the theoretical and practical aspects of ensuring enterprise competitiveness in the conditions of innovative development of the business economy, as well as to substantiate the directions for increasing the efficiency of their activities based on innovation and digital transformation.

Materials and Methods. The theoretical and informational basis of the research consisted of scientific works of domestic and foreign scholars on enterprise competitiveness, innovative development, and digital transformation of the economy, as well as analytical materials of international organizations and practical data on the activities of modern enterprises. In the course of the study, a complex of general scientific and special methods was used. The method of analysis and synthesis was applied in studying the essence of enterprise competitiveness and identifying the main factors ensuring it. The systematization method was used to classify external, internal, and innovative factors of enterprise competitiveness. The comparative method was applied in analyzing practical examples of the implementation of innovative technologies by Ukrainian and international companies. The generalization method was used to formulate conclusions regarding the impact of digital transformation and innovation on enterprise efficiency. The graphical method was applied to visualize the system of factors ensuring enterprise competitiveness, while the logical method was used to substantiate directions for increasing enterprise competitiveness in the conditions of an innovative economy.

Results. The article systematizes the main external, internal, and innovative factors ensuring enterprise competitiveness. It is substantiated that digital transformation, investments in R&D, the use of artificial intelligence, cloud technologies, and Big Data play a key role in the formation of competitive advantages. Practical examples of the implementation of innovative solutions by Ukrainian and international companies are analyzed. The main problems of innovative development of enterprises in Ukraine are identified, including insufficient financing of innovation activities, lack of investment resources, low level of digitalization, and limited state support.

Discussion. Prospects for further research include the development of effective mechanisms for the digital transformation of enterprises, improvement of the system of state support for innovation activities, development of innovation infrastructure, and implementation of modern models of strategic management of enterprise competitiveness in the conditions of the digital economy.