УПРАВЛІННЯ КОНКУРЕНТОСПРОМОЖНІСТЮ ЯК СВІТОГЛЯД МЕНЕДЖМЕНТУ ПІДПРИЄМСТВА

Abstract

The article deals with the issues of enterprise competitiveness management, in particular, the article focuses on the scientific approaches of foreign and domestic researchers to define the essence of the concept of "enterprise competitiveness management". It is noted that in scientific circles the interpretation of this economic category is considered quite diverse. It should be noted that the concept of " enterprise competitiveness management " is considered by the vast majority of scientists as management actions aimed at creating and maintaining long-term competitive advantages, with an emphasis on the development of competitive strategies. In view of the various approaches of scholars to the definition of "enterprise competitiveness management", the main characteristics of enterprise competitiveness management are allocated. It is pointed out that the competitive strategy should be built in close connection with the overall strategy of the company. Each enterprise should create an effective system of competitive strategies, which includes several variants of strategies, which have to be periodically reviewed and adjusted to changes in the internal and external environment. It is extremely important to have a set of competitive strategies because the company's activities always take place in conditions of uncertainty and are accompanied by risks, and the company must develop continuously in such conditions, so it is extremely important to create a system of competitive strategies. The presence of a number of competitive strategies will provide an enterprise with sustainable competitive advantages and will help to meet all kinds of consumer needs many times more effectively than competitors. The levels of competitive strategies of an enterprise and their characteristics are assigned: low, medium, high, and attention is also focused on the levels of competitive advantages and their characteristics: low, high and highest. The correspondence between the levels of competitive strategy and competitive advantage is compared. It is emphasized that, in addition to strategic measures, the enterprise's competitiveness management includes tactical measures, which are taken in case of the need for a quick reaction or action in response to the actions of competitors.