EVOLUTION OF APPROACHES TO DEVELOPING COMPETITIVE STRATEGIES OF BUSINESS ORGANIZATIONS

Abstract

This article examines the evolution of approaches to developing competitive strategies of business organizations in the context of modern challenges and trends in global and national business environments. The study aims to comprehensively analyze the transformation from classical analytical models to integrative, dynamic, and innovation-oriented strategic concepts, while determining possibilities for effective utilization of both traditional and contemporary strategic tools for forming adaptive, innovative, and value-oriented enterprise strategies. The research methodology encompasses critical analysis of fundamental works by Michael Porter, Igor Ansoff, W. Chan Kim, and Renée Mauborgne, alongside examination of Ukrainian scholars' contributions including O.A. Vasylenko, L.G. Melnyk, N.M. Repin, and Y.S. Rogach. The study evaluates classical strategic analysis instruments including SWOT analysis, PEST analysis, Porter's Five Forces model, BCG matrix, Ansoff matrix, Balanced Scorecard (BSC), and Blue Ocean Strategy concept. Key findings reveal that traditional strategic analysis tools maintain relevance but require reconceptualization and adaptation to digital transformation conditions, increasing uncertainty, sustainable development requirements, and rapid market changes. Effective application is possible only through comprehensive utilization, combining classical methods with modern knowledge management approaches, digital technologies, Big Data analytics, and customer-centric strategies. The research demonstrates successful implementation examples in Ukrainian companies, which integrated financial and non-financial indicators within BSC frameworks. The article concludes that future research should focus on developing methodological tools capable of ensuring effective adaptation of strategic decisions to new realities of knowledge economy, digital transformation, and sustainable development, emphasizing the need for hybrid models integrating multiple strategic frameworks.