Abstract
The article examines the essence of forming competitive advantages of enterprise due to innovative development and management of innovation potential. The factors that influence the level of competitiveness of enterprise are determined. Ensuring competitiveness involves the systematization of all factors that impact it and their further analysis in the context of a separate enterprise. The priority is the allocation of direct action factors that form competitive advantages and, accordingly, the competitiveness of the enterprise. The main principles of innovative enterprise management should be: constant forecasting of the situation in the market of capital, goods and services, planning of actions and anticipation of crisis circumstances; avoidance of technological lagging and, as a result, its prevention; systematic implementation of innovations in all, including the interrelated, spheres of activity of enterprise; continuous investment in human capital, innovations; gaining competitive advantages. It is determined that competitive advantages are the result of interaction of enterprise resources, without which enterprise cannot form its competitiveness. In the system of competitive advantages, it is important to allocate those that are the basis of the advantages of the enterprise as a whole. Ensuring sustainable competitive positions of enterprise should be implemented within the framework of the mechanism of management of its competitiveness, which is a system of instruments, methods, levers and incentives used to form and maintain competitive advantages. The instruments of such management are means to influence the economic activity of enterprise, namely: financial, economic, organizational and technological components. The author suggests the main directions of increasing the competitiveness of enterprises on the basis of innovative management and development. Novel technologies have been identified, the implementation of which will increase the competitiveness of enterprise. The main directions of strengthening the position of enterprises in the market should be cost management, ensuring the innovative and balanced development, substantiation and introduction of the latest technologies.
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