MODERN APPROACHES TO MANAGING ENTERPRISE COMPETITIVENESS UNDER THE CONDITIONS OF DIGITAL ECONOMIC TRANSFORMATION

Abstract

Introduction. In the context of globalization, intensifying competition, and rapid digital transformation of the economy, enterprises operate in a highly dynamic and uncertain environment, which significantly complicates the process of building and sustaining competitive advantages. Traditional approaches to competitiveness management are gradually losing their effectiveness, as they do not fully account for the impact of digital technologies, innovative changes, and emerging business models.

Under current conditions, there is a growing need to develop a comprehensive enterprise competitiveness management system that integrates strategic, innovative, customer-oriented, and digital management tools.

Purpose. The purpose of the study is to generalize the theoretical foundations and substantiate modern approaches to enterprise competitiveness management in the context of digital transformation of the economy, as well as to identify key methods, tools, and mechanisms for developing sustainable competitive advantages based on strategic management, innovative development, business process digitalization, and a customer-oriented approach.

Materials and methods. The materials of the study include: (1) scholarly works by domestic and foreign authors devoted to the issues of enterprise competitiveness management, strategic management, innovative development, and digital transformation of the economy; (2) analytical and conceptual approaches to the formation of enterprise competitive advantages in a dynamic market environment; (3) generalized provisions on the application of modern management tools (SWOT analysis, PEST analysis, Michael Porter’s Five Forces model, Lean Management, TQM, CRM systems, Big Data, and artificial intelligence).

The research employed the following scientific methods: theoretical generalization and systematization (to define the essence and content of enterprise competitiveness management); comparative analysis (to examine the evolution of approaches to competitiveness management and identify contemporary concepts); systems approach (to substantiate the structure of the enterprise competitiveness management system and the interrelationships among its elements); structural-logical analysis (to classify management tools into strategic, tactical, and operational levels); as well as synthesis and logical generalization (to formulate conclusions regarding the effectiveness of modern approaches to ensuring enterprise competitive advantages in the context of digital transformation of the economy).

Results. The article summarizes and systematizes contemporary approaches to enterprise competitiveness management in the context of digital transformation of the economy. It explores the essence of competitiveness as a key characteristic of enterprise performance and defines its role in ensuring long-term economic development under conditions of a dynamic market environment.

The content and structural elements of the enterprise competitiveness management system are defined, including coordination, support, organizational, and target subsystems, which interact closely and form an integrated mechanism for achieving competitive advantages. The necessity of applying a systems approach to competitiveness management is substantiated as a prerequisite for the effective functioning of an enterprise.

The study examines the levels of competitiveness management (operational, tactical, and strategic) and their instrumental support, which enables the formation of a balanced system of managerial decisions across different planning horizons. The role of strategic analysis as a fundamental stage in developing a competitive strategy is outlined, using modern methods such as SWOT analysis, PEST analysis, Michael Porter’s Five Forces model, the BCG matrix, and product life cycle analysis.

It is established that the key contemporary directions for enhancing enterprise competitiveness include innovative development, digitalization of business processes, implementation of CRM systems, the use of Big Data and artificial intelligence, as well as the application of Lean Management and TQM concepts. It is demonstrated that the integration of a customer-oriented approach with digital technologies enhances enterprise flexibility, improves the quality of managerial decisions, and increases market adaptability.

It is emphasized that the systematic application of strategic, innovative, and digital management tools for competitiveness creates prerequisites for strengthening an enterprise’s market position, improving its efficiency, and ensuring long-term competitive sustainability in the context of globalization and digital transformation of the economy.

Discussion. Future research should focus on deepening the practical aspects of enterprise competitiveness management in the context of digital transformation of the economy, in particular on the development of mechanisms for evaluating the effectiveness of implementing digital technologies and innovative management tools in enterprise operations.