EXTERNAL ENVIRONMENTAL FACTORS AND ECONOMIC-LEGAL ASPECTS OF ENSURING ENTERPRISE COMPETITIVENESS UNDER MARTIAL LAW

Abstract

The article is devoted to the analysis of the instability of the economic environment and the specifics of ensuring the competitiveness of enterprises under martial law, which is accompanied by an increased level of risks, uncertainty, and resource constraints. In such conditions, creating favorable prerequisites for effective entrepreneurial activity becomes particularly relevant, as they can differ significantly depending on the industry, region, and the specific functioning of economic entities. It is expedient to consider the enterprise as a system possessing resource-functional potential to maintain stable yet flexible competitive positions in the market. This involves not only the ability to effectively utilize existing resources but also to adapt quickly to changes, ensuring that products or services meet current consumer needs. A significant role is played by the influence of both internal factors (management structure, human resource potential, technological level) and external ones (economic situation, state policy, competitive environment). In this context, the clear definition and systematization of environmental elements that shape the level of enterprise competitiveness require special attention. The entrepreneurial climate serves as the fundamental basis for business development: the more stable, predictable, and favorable it is, the more opportunities an enterprise has to strengthen its market positions. At the same time, competitiveness is a complex category formed under the influence of a set of interconnected factors and determined by the enterprise's ability to create, maintain, and increase advantages in the long term. The article substantiates the expediency of using priority tools to enhance the competitiveness of enterprises under martial law. These include institutional-legal, fiscal-tax, financial-investment, marketing-market, technical-technological, and intellectual-personnel tools that ensure development and facilitate informed management decisions. Thus, the activities of an enterprise in both the short and long term should be evaluated through the prism of competitiveness. This involves considering not only current competitive advantages but also the potential for their preservation and effective utilization in the future amidst the transformation of the market environment.