ROBOTISATION, GREENING, DIGITALIZATION: FORMATION OF COMPETITIVE ADVANTAGES IN THE CONTEXT OF EUROPEAN INTEGRATION
Abstract
The article examines the conceptual foundations and practical mechanisms for ensuring enterprise competitiveness amid deep global economic transformations driven by digitalization, robotization, greening, and European integration. It is argued that in the context of the EU’s shift toward a digital and low-carbon economy, technological innovation and environmental responsibility become key factors of sustainable competitive advantage. Digital and robotic technologies are shown to fundamentally reshape business models, production systems, and management approaches, ensuring flexibility, efficiency, and alignment with European market requirements. Special attention is given to digital transformation as a driver of innovation and management modernization. The use of advanced digital tools, AI, and data analytics optimizes processes, enhances decision-making, and increases productivity. Robotization improves technological precision, reduces costs, and supports the transition to Industry 4.0 standards. The article highlights the importance of greening as a component of sustainable development, emphasizing reduced environmental impact, improved energy efficiency, and compliance with EU regulations and the European Green Deal. The study analyzes how European integration fosters the adaptation of Ukrainian enterprises to EU standards, certification systems, and quality management principles, opening new market opportunities and stimulating innovation and investment. The article defines key principles of competitiveness: innovation orientation, technological flexibility, environmental responsibility, digitalized management, human capital development, partnership, and strategic adaptability. It concludes that integrating robotization, digitalization, and greening into enterprise strategies forms a competitiveness model based on innovation, sustainability, and social responsibility, ensuring resilience and strengthening positions in European and global markets. Additionally, the study emphasizes that consistent alignment with European policies enhances the long-term strategic potential of national businesses.
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