Abstract
Modern enterprises are forced to develop and implement strategies that ensure the fulfilment of new tasks based on innovation due to continuous changes in development. To gain a competitive advantage, which requires finding ways to enhance the competitiveness and adequately respond to external challenges, companies have to search for new strategic guidelines and determine their influence on competitive advantages. The topicality of this paper is in the need to study the formation of the competitiveness of enterprises, determine the features of their development, research strategic guidelines for enterprise development, and their influence on the formation of competitive advantages. The study applied the methods of logical generalization of information, comparison and formalization, analysis of research papers, the study of information, clarification of the studied information, systematization, forecasting, system and logistic approach of observation. The paper researches strategic guidelines for enterprise development and their influence on the formation of competitive advantages. The paper considers enhancing the competitiveness of enterprises through its ability to form and use the aggregated potential in the long-term prospect. This provides benefits to the enterprise and the implementation of its priority tasks, achievement of ultimate goals, and is determined by several methodological aspects, factors for improving competitive positions driven by changes, the implementation of which helps to increase the chances of winning competition in the market. The study has confirmed that guidelines of the company’s development strategy aimed at the competitiveness promote opportunities to enter new markets, create new consumer groups and expand the existing ones allowing the company to grow even without powerful additional technological or productive innovations. The paper proves that the implementation of innovation policy helps the company to gain its competitive advantages, improve its image and, consequently, stimulate consumer interest.
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