ІННОВАЦІЙНІ ПІДХОДИ ДО УПРАВЛІННЯ КОНКУРЕНТОСПРОМОЖНІСТЮ ТОРГОВЕЛЬНИХ ПІДПРИЄМСТВ У СФЕРІ E-COMMERCE

Abstract

This article improves the academic understanding of the innovative approaches to the manage-ment of enterprise competitiveness in the sphere of electronic commerce. E-commerce competitiveness is an integral indicator that characterizes the effectiveness of the enterprise’s activities, the stage and possibility of its development, and changes aimed to increase the resilience of the enterprise to disrup-tions within the industry and socio-economic system. The authors proposed to identify the competitive-ness of the e-commerce enterprise as a complex characteristic that reflects the ability of the enterprise to resist competition in the short-term and long-term perspectives due to the set of competitive ad-vantages formed with the help of internal and external resources. The research helped to identify the direct link between competitiveness and innovativeness of e-commerce enterprises. Among the internal factors that influence the enterprise’s competitiveness, thereare resources available to the enterprise; marketing potential; financial opportunities; supply system; strategy and tactics; characteristics of goods and services; and innovativeness of the enterprise. At the same time, external factors that influ-ence the enterprise’s competitiveness include the influence of external agents (consumers, suppliers, etc.), competition level, and dissemination of innovative solutions within the industry. The authors formed stages of the process of managing the competitivenessof e-commerce enterprises. The authors propose to use process, systems, situations, and innovative approaches to managing the competitiveness of e-commerce enterprises and also examine their features and mechanisms of action in detail. It needs to be noted that innovations that an enterprise adopts should align with the general enterprise’s strategy and align with its resource potential. There is also the perspective of combining tangible and intangible resources to create a unique value proposition