ANALYZING COMPANY’S COMPETITIVENESS: DEFINITIONS AND INFLUENCING FACTORS

Abstract

The article is devoted to the study of the competitiveness of the enterprise as an economic concept and an object of assessment. Issues that remain unresolved, despite the significant level of development of this issue, are considered. In particular, the problems of the integration of digital technologies as one of the main factors of competitiveness are highlighted, the importance of the adaptability of cross-industry innovations is shown, and the relationship between the concepts of sustainable development and the competitiveness of the enterprise is explained. It was determined that today enterprises, forming competitive advantages, face new challenges in the context of globalization. Much of the existing research focuses on static models of competitiveness, while prospective studies should pay more attention to how corporations can maintain competitiveness in a dynamic global marketplace. The article identifies the main factors in the formation of sustainable competitive advantages of enterprises in the conditions of the digital economy and the intensive spread of technologies. The authors proposed a schematic visualization of the multifaceted meaningful interrelationship of competitiveness and the main business competencies of innovative enterprises. Based on the analysis of scientific sources and previous empirical studies of the authors, the list of competitiveness factors is summarized, which is based on a synthetic approach and includes external, internal, macroeconomic, environmental, social, technological, innovative and other factors. It is emphasized that one of the key levers of the mechanism of formation of sustainable competitive advantages of enterprises in modern conditions of uncertainty is market adaptability, which is subject to economic analysis and forecasting. Thus, the authors note that innovation potential has become a key element for maintaining competitiveness, especially in technology-driven industries, while corporate social responsibility and sustainable development are increasingly seen as integral components of long-term competitiveness; moreover, with the deepening of globalization, companies must possess the ability to adapt to the conditions of international markets in order to remain competitive in the long term. The priority direction of further research is the development of a model for evaluating the market adaptability of innovatively active enterprises operating in growing markets.