Competitive Struggle Research Articles

СУЧАСНІ МЕТОДИ ІНТЕРНЕТ-ПРОСУВАННЯ НА РИНКУ ДВЕРЕЙ

This article highlights current strategies and effective methods of promoting products in the door market via the Internet in the competitive struggle for sales markets. Analyzing a highly competitive industry, the authors examine various aspects of an effective online presence to increase store traffic and sales. The article focuses on the analysis and comparison of various modern methods of Internet promotion in the context of the door market, with an emphasis on determining the most effective approaches to their application, in particular, such as: social networks, search engine optimization, e-commerce, video marketing, cooperation with influencers, retargeting, content -marketing and adaptive web design. The authors examine each of these methods in detail, evaluating their cost, complexity of setup, and potential effectiveness for different target audiences. Special attention is paid to analyzing the needs of different market segments, such as: young professionals, married couples, older generations, eco-conscious buyers, developers, owners of commercial premises and real estate investors. The article examines exactly how strategies can help increase competitiveness and effectively attract the attention of the target audience. The authors emphasize the importance of a comprehensive approach and individual targeting of each segment, taking into account their unique needs and preferences. The article also includes recommendations for the optimal combination of various Internet marketing methods to maximize the effectiveness of marketing efforts in the door market. Conclusions and proposals are based on a deep analysis of modern trends in digital marketing, as well as on the experience of the author team in this field. The article contains practical recommendations for companies specializing in the sale of doors, which seek to successfully market their products via the Internet. In particular, modern trends and innovative approaches for optimizing electronic business in the field of door production and their implementation are considered. This work can be useful for marketers, door manufacturers, and anyone interested in developing effective Internet marketing strategies in specific markets.

ГОТОВНІСТЬ МАЙБУТНІХ КЕРІВНИКІВ ЗАКЛАДІВ ВИЩОЇ ОСВІТИ ДО ЗАСТОСУВАННЯ ІННОВАЦІЙНИХ УПРАВЛІНСЬКИХ ТЕХНОЛОГІЙ

The relevance of this article is determined by the necessity to ensure the competitiveness of educational institutions in the educational services market. Modern challenges require educational institutions to continuously improve their activities. Successful development of an educational institution is possible only through the integration of innovations that stimulate the achievement of its goals and contribute to improving the quality of education for students. This aligns with the interests of Ukrainian society, which, like any other developed society, is interested in a high level of educational services. With the growth of the educational services market and increasing competition, it is important for leaders of educational institutions to focus on searching for and implementing innovative management technologies to secure significant competitive advantages. Thus, the current market conditions and the need for competitive struggle highlight the importance of innovations for leaders, with innovative management technologies becoming key to achieving the goals of the educational institution and enhancing the quality of education. Objective: To analyze the readiness of future leaders of educational institutions to implement and apply innovative management technologies to enhance the competitiveness of their organizations in the educational services market. Methods: Study of scientific sources, legislative and normative-legal documents, surveys and interviews, case studies, SWOT analysis, expert assessments, and modeling. Results: During the study, the readiness of future educational institution leaders to implement innovative management technologies was evaluated; key barriers and challenges faced by future leaders, including limited resources, fear of change, and an insufficient level of knowledge about innovative technologies, were identified. At the same time, positive aspects were also discovered, namely a high level of motivation for learning and improvement, and readiness to introduce innovations to enhance the quality of education and adapt to modern labor market requirements. A comprehensive set of measures to increase the readiness of future leaders for innovation was developed and substantiated. This includes professional development programs, mentorship, and the creation of innovative educational spaces for experimentation and practical application of new approaches. The role of strategic planning in the successful implementation of innovative management technologies was also determined, which involves clear formulation of the mission, vision of the educational institution, as well as the development of specific goals and tasks to achieve defined results. Conclusions: This article examined the readiness of future educational institution leaders to apply innovative management technologies, which is crucial for enhancing competitiveness and the quality of educational services provided. The main barriers and challenges leaders may face when implementing innovations were identified, and methods to overcome these challenges were proposed. Special attention was given to the importance of a systematic approach and strategic planning in the process of adapting and implementing new practices in management. Developed and substantiated recommendations for focusing on innovative management practices include: enhancing the qualifications of future leaders, developing openness to change, and stimulating creativity and innovative thinking. It was determined that the successful implementation of innovative management technologies depends on a comprehensive approach that takes into account the specifics of the educational institution, the readiness of the staff for changes, and the presence of the necessary material and technical base. The findings of the study make it clear that innovative management technologies play a decisive role in forming an effective management model in modern educational institutions. Their implementation not only improves the quality of educational services but also ensures the sustainable development of educational organizations, meeting the challenges of the contemporary dynamic educational environment.

Determination of hydrostatic pressure on the plane surface of an arbitrary non-simmetrical form by the three-command method K123

Competitive struggle in the conditions of wide access to unlimited amounts of information and computerization of all branches of production and services imposes strict requirements on specialized knowledge, practical skills and general mathematical culture of future engineers. The online program of modern multivariate engineering calculation of the problem of determining the force of hydrostatic pressure on an element of a flat asymmetric surface with a curvilinear face is presented - https://www.k123.org.ua/jeh5.html. Algorithms are implemented according to the author's method of three commands K123 (c) Yu.D. Kopanytsia (hereinafter the K123 method). A client-server solution based on CGI technology with a web form for inputting source data has been implemented. The results of the online calculation were performed according to the new analytical dependencies obtained on the basis of the author's method K123. In parallel, the numerical algorithms of the author's method of three K123 commands and the conclusions of the corresponding calculations in tabular form were implemented. Realized generation of graphics by the server program based on the coordinates of the points obtained by iterative calculations according to the algorithms of the numerical implementation of the K123 method. The relative error of iterative calculations and the estimation of the accuracy of the result are automatically determined based on the proposed exact analytical dependencies.

Останется ли цена ключевым фактором формирования конкурентных стратегий в период цифровизации?

Having a significant impact on separate commodity markets, digitalization affects competitive relationship within these markets. The competitive strategies’ formation in the digital economy has a very specific nature. This concerns primarily the prices’ formation and the occurrence of pricing violations of competition rules. In this article different aspects of digitalization’s impact on pricing condition are examined; the author of the article proves that despite the specifics of price formation in separate commodity markets, primarily price in the digital markets is still the main mechanism of competitive struggle and pricing violation of competition rules can still have an extremely negative impact on these markets.

Evolution and Competitive Struggles of Lactiplantibacillus plantarum under Different Oxygen Contents.

Lactiplantibacillus (Lb.) plantarum is known as a benign bacterium found in various habitats, including the intestines of animals and fermented foods. Since animal intestines lack oxygen, while fermented foods provide a limited or more oxygen environment, this study aimed to investigate whether there were genetic differences in the growth of Lb. plantarum under aerobic vs. anaerobic conditions. Genomic analysis of Lb. plantarum obtained from five sources-animals, dairy products, fermented meat, fermented vegetables, and humans-was conducted. The analysis included not only an examination of oxygen-utilizing genes but also a comparative pan-genomic analysis to investigate evolutionary relationships between genomes. The ancestral gene analysis of the evolutionary pathway classified Lb. plantarum into groups A and B, with group A further subdivided into A1 and A2. It was confirmed that group A1 does not possess the narGHIJ operon, which is necessary for energy production under limited oxygen conditions. Additionally, it was found that group A1 has experienced more gene acquisition and loss compared to groups A2 and B. Despite an initial assumption that there would be genetic distinctions based on the origin (aerobic or anaerobic conditions), it was observed that such differentiation could not be attributed to the origin. However, the evolutionary process indicated that the loss of genes related to nitrate metabolism was essential in anaerobic or limited oxygen conditions, contrary to the initial hypothesis.

Социально-экономические проблемы реализации подходов к обучению в звеньях «индивид-группа-организация», осуществляемых в интересах наращивания объемов знаний

The relevance of the presented study is determined by the fact that as the post-industrial society develops, more and more attention is paid to the knowledge economy, the basic components of which are the generation and training of new knowledge. At the same time, the accumulation of this knowledge by organizations in the competitive struggle is of fundamental importance. Currently, there are quite a lot of approaches to considering training in the individual-group-organization links both as processes and as modeled structures, including in the interests of the strategic development of the organization. At the same time, an obvious drawback of the known approaches is the hypothesis of a monotonous increase in the volume of knowledge in the organization without taking into account the socio-economic problems arising in the process of acquiring and using new knowledge. The purpose of the presented studies is to identify the problems of implementing approaches to training in the individual-group-organization links in the interests of increasing the volume of knowledge, conditioned by the socio-economic aspects of acquiring and using new knowledge in a competitive environment, from the standpoint of strategic development. The scientific novelty of the obtained results lies in the identification of the key problem of the transition from tacit knowledge to explicit knowledge, caused by agency conflicts associated with the rights to this type of intangible asset between an individual generating new knowledge and an organization seeking to convey this knowledge through training to its employees. The practical significance of the research results lies in the possibility of their use in the implementation of approaches to training in the individual-group-organization links both within the framework of the concept of management based on the use of human capital in the 2030s and within the framework of the concept of management based on the use of the intellectual capital of an organization in the 2040s.

THE INFLUENCE OF TRADITIONAL AND MODERN COMMUNICATION TECHNOLOGIES ON CONSUMER ATTITUDES

Nowadays, access to various forms of information is often achieved using modern information technologies. The media is flooded with information, but it has never been harder to get the right information. In the competitive struggle, traditional media rely more and more on the possibilities that new technological solutions bring. Integrating the features of print, radio and television with the possibilities provided by modern technologies is a key factor in future business. In the conditions of intense competition on the media scene, the Internet is the basis for the survival of traditional media companies at the local and regional level. Social networks have changed the way of thinking of their audience and their users. Thanks to the development of technology, it is possible to exchange information and spread numerous contents very quickly through social networks. The work indicates that a lot of time is spent on social networks. The aim of this paper is to point out the integration of traditional media and social networks and their influence on consumer attitudes.

Investment strategy – a tool for forming sustainable competitive advantages of enterprises

Introduction. Business investment can extend beyond meeting current investment needs arising from the need to replace outdated assets and the structure of economic activity. Ensuring a stable position of enterprises on the market and long-term economic development requires appropriate investment support. This requires creating an investment management system based on scientifically balanced forecasts regarding the directions and forms that ensure the realization of the general goals of the development of enterprises and the adaptation of their activities to the conditions of the external environment. The investment strategy is an effective tool for long-term management of the enterprise's investment activities in the conditions of the realization of the goals of economic development, significant changes in macro- and micro-economic factors, the influence of state regulation on market processes, the state of the investment market and related uncertainties. This determined the choice of topic, research structure, relevance, and theoretical and practical significance. This article aims to form an investment strategy as a tool for obtaining sustainable competitive advantages for enterprises. The results. Understanding the essence of investment and its implementation mechanism in modern conditions will allow food enterprises to optimize their activities, contribute to the company's development, and increase their market competitiveness. Investments are a vital tool in the competitive struggle, as their implementation leads to lower costs, lower prices, increased profits, the emergence of new needs, attracting financial resources, and improving the manufacturer's image. Conclusions. Investments play a pivotal role in implementing innovations, be it scientific, technical, organizational, or socio-technical. These innovations are aimed at use in the operational, investment, or financial spheres of the enterprise, with the goal of generating income and influencing qualitative changes in social and economic terms. Therefore, in the modern market, and particularly in the post-war period, investment and innovation activity in Ukraine will be a key driver of economic development and a prerequisite for enhancing the competitiveness of enterprises. Keywords: investments, innovations, strategic management, influencing factors, fruit and vegetable preserves.

Analysis of innovative financial instruments in modern Ukrainian scientific literature

Innovative financial instruments act as a driving force for economic development. In the modern economy, the role of innovative financial instruments has grown significantly. With the application of financial innovations, it is almost possible to obtain high profits, minimize costs, develop new markets, and create competitive products with a high degree of novelty. So, in the market economy, innovative financial instruments are an effective means of competitive struggle, as they lead to the creation of new needs, a reduction in the cost of products, an inflow of investments, and an increase in the image of the manufacturer of new products, to the attraction of new customers. This article aims to define the essence of innovative financial instruments, drawing on an analysis of existing definitions of the concept of 'financial innovation' in contemporary Ukrainian scientific literature. Building on the reviewed material, this article presents an analysis of the types of innovative financial instruments put forth by Ukrainian scientists. L. B. Kolinets offers a classification that includes innovations related to equity instruments and debt instruments. Another group of scientists, S. V. Radinsky and O. D. Dyachun, identify financing instruments, hedging instruments, and special financial services as innovative financial instruments. The article also references other types of innovative financial instruments explored in the works of contemporary Ukrainian scientists. We analyzed statistical data on the development of derivatives and fintech and implemented business projects in Ukraine with the help of the «Big Idea». The expediency of using innovative financial instruments has been determined. The main advantages of using innovative financial instruments are that they accelerate business development, expand access to capital, and support the development of new products and services. In conclusion, ways were suggested to contribute to developing innovative financial instruments. Keywords: financial instruments, financial innovations, derivatives, crowdfunding platforms, cryptocurrency, blockchain technologies, fintech, payment system.

Challenges and prospects of cooperation between the countries of the South Caucasus: the context of the Eastern Partnership Initiative

In today's increasingly intensified international competition and the world full of growing threats, the need to deepen cooperative relations between states is being activated with new force. World history is full of examples of both militaristic and political associations that were formed and changed according to specific historical circumstances. No less important unions, the formation of which has an economic basis. In this case, the main motive of cooperation is to obtain a synergistic effect and strengthen positions on a global scale, to gain an advantage in the competitive struggle, to use existing resources and conditions more fully and effectively, etc. A new understanding of cooperation is the implementation of the political initiative - Eastern Partnership by the European Union, which allows the Eastern neighboring countries of the European Union to start closer cooperation both with the member states and with each other, which can be considered as a new formula for their future success. The Eastern Partnership initiative is a very big contribution from the European Union to the stability and development of the Eastern neighboring countries and, at the same time, it is a very good opportunity to support European security and the achievement of global goals. That is why the right steps taken by both sides lead to the achievement of multifaceted positive results for all parties involved. From the mentioned point of view, it is especially important for the European Union to promote the development of the South Caucasus states when they become supporters of the international order and regulations. We consider this to be one of the important directions in which the cooperation between the EU member states and the countries of the Eastern Partnership (including the South Caucasus) should be developed. Therefore, it is a mutual interest and mutual need, which should be well understood by all EU member states. Keywords: Eastern partisanship; regional commons; Regional cooperation

Владимир Чуб: советская карьера первого донского губернатора

The article delves into the Soviet period characterizing the biography of the first governor of Rostov region Vladimir Fedorovich Chub (born July 24, 1948). Attention is paid to the circumstances of his formation as a personality, a politician and a manager. V.F. Chub passed the school of work at a transport enterprise, in the Proletarian district committee of the CPSU. During the years of perestroika, he proved himself to be a supporter of renewal – democratization, expansion of independence, development of glasnost. In 1989, he became the head of the City executive Committee of Rostov-on-Don, and then, in a competitive struggle with party structures, he was elected chairman of the Rostov City Council. A pragmatic position in August 1991 allowed V.F. Chub to become a compromise figure for the post of governor of the Rostov region. During the preparation of the article, documents and materials of personal conversations between the author and the hero of the publication were used, which were introduced into scientific circulation for the first time.

ВИКОРИСТАННЯ ПІДХОДУ ЖИТТЄВОГО ЦИКЛУ ДЛЯ АНАЛІЗУ ГАЛУЗЕВОЇ СПЕЦИФІКУ УПРАВЛІННЯ ВИРОБНИЧИМ ПІДПРИЄМСТВОМ

The article raises the issue of expanding the management toolkit for managers of manufacturing enterprises by structuring business development using the life cycle methodology. The author proposes to separate the life cycles of a product and an operational process for a manufacturing enterprise in order to analyze in more detail the industry specifics of the manufacturing enterprise management model. The authors describe the stages of the life cycle of a product and a production process separately, which allows to more accurately formulate the conditions under which the growth, development and decline of manufacturing enterprises occur. Thus, the presentation of the subject area of the study in the form of a "Process - Product" matrix allows analyzing the variability of approaches to managing the manufacturing business. The paper provides a certain algorithm for choosing an approach to management depending on the market situation and the current position of the enterprise in the competitive struggle. In other words, this tool allows structuring strategic alternatives for further steps of the business in the market. The authors also propose the stages of the life cycle of a manufacturing business, including a description of each stage according to the main characteristics of the management model. The paper provides a basic scenario of the enterprise's movement through the life cycle, taking into account the risks and financial efficiency of the business. Thus, this approach forms a roadmap for business development from a startup to a full-fledged business. The most probable risks for management in making management decisions in the transition between stages are analyzed, the nature of their occurrence and the criteria for their manifestation are identified. Summarizing, it can be concluded that the proposed tools allow expanding the possibilities for the management of the enterprise to make timely and appropriate management decisions.

DEVELOPMENT OF RISK ASSESSMENT METHODS IN THE IMPLEMENTATION OF EXPLORATION PROJECTS

The peculiarity of oil and gas projects is their long implementation period, during which they are subject to the influence of a large number of different risk factors that complicate project implementation and result in failure to achieve the planned economic indicators set by investors. The effective operation of companies therefore depends on how reliably investors can predict the prospects for project development. The success of the subsequent functioning of the investment project depends to a large extent on the reliability of the assessment of the effectiveness of the investment project, based on the optimally chosen strategy of its development, and, above all, on the anticipation of possible risk factors and tools for their prevention. Therefore, at present, the competitive struggle in the oil and gas production industry is currently shifting to the area of pre-project preparation of investment projects and increasing the reliability (quality) of their economic efficiency assessment at the stage of making a decision to start their implementation.Geological risks become important in the implementation of exploration projects, the first stage in the overall process of developing the Company's assets. It is necessary to find a balance between the cost of project implementation and the amount of accumulated hydrocarbons for the forecast period, which will ensure maximum profitability of the project. The challenge to optimize the financial outlay on the implementation of geological exploration works by focusing on the most promising and important projects for companies becomes relevant. In this regard, the article considers the methodological approaches proposed by the author to assess the risks of exploration with the aim of improving the efficiency of the planning process and reducing inefficient financial costs.

Consolidation of a New Organizational and Production Paradigm in Software Development Projects

This article discusses the current process of consolidation a new organizational and production paradigm in software development projects and digital services in Europe and Russia. This paradigm combines the possibilities of completely remote work of engineers in projects with deep adaptation of production and management processes (internal automation, communications visualization, risk management, etc.). To solve the actual scientific and practical task of determining the main properties of the new paradigm in the IT industry, industry studies for 2020-2023 were summarized and considered the sequence of influencing factors: from the use of geographically distributed development in software projects since the end of the last century to modern trends in workflow virtualization under the influence of the COVID pandemic and the use of artificial intelligence in software development. The paper also pays attention to the role and reasons for the emergence of a "hybrid" model for organizing the work of IT companies, when a team works together in the office several days a week, and several outside it. The results of the analyzed studies confirm that in 2023, fully remote work and the "hybrid" model are less and less dependent on the risks of a pandemic, are economically successful when used in the IT industry and create a completely new reality in the competitive struggle in the global IT market.

ACHIEVING THE REQUIRED MACHINING ACCURACY BY CORRECTING ERRORS USING VARIABLES OF PARAMETRIC FUNCTIONS

Nowadays, the machine-building complex is actively saturated with high-tech equipment, without which an enterprise cannot enter the global market or keep up with its competitors. And it's not just about using systems with artificial intelligence elements as scientific and technical solutions to improve quality and reduce production costs. It is also about reducing the time required to prepare products for production and bringing them to the consumer ahead of schedule. Today, the most preferred method in the competitive struggle is to equip CAD/CAM production with computer-aided design systems. With their help, engineering and technology services cannot only design models of new products but also generate CNC control software for manufacturing parts on CNC machines. At the same time, program frames composed in G-codes have several drawbacks, the main one being a "rigid" algorithm of action, i.e., the lack of variability for final solutions when the required accuracy is achieved by correcting the numerical values of the coordinates of the points of formation of individual surfaces in the PC. In this case, the operator largely intuitively corrects individual program frames based on his or her own experience, which is almost impossible without appropriate calculations for controllers with linear-circular and angular motions. In addition, after some such changes, the program loses its geometric adequacy to the part drawing, and by correcting one element of the shaped profile, we invariably violate the laws of contact with neighboring elements specified in the drawing. The paper considers the analytical geometry apparatus that allows a line on a double curvature surface, the theoretical trajectory of tool movement, to be represented not as a set of scalar points but in a vector representation, considering its possible torsion. This approach is ensured by parametric programming with computational frames of point coordinates and logical transitions, determining the angles of inclination of the cutter axis relative to the normal to the surface in the case of multi-axis machining. However, the main advantage of this method is the ability to correct processing errors not by local changes in the numerical values of the coordinates, but by introducing correction coefficients into the equation of the shape formation trajectory - reactors for the appearance of errors in the shape or location of surfaces, arising, for example, from elastic movements. The value of the coefficients per group of personnel can be set in the process of research and industrial production and change depending on the properties of the blanks. For example, according to the current standards, variations in hardness of up to 10-12% were allowed for the blanks of rolling mill rolls. The article presents the experimental data of the research of the correction task in a parametric form and the results of their application for machining parts with radius cutters in real production..

MAIN ASPECTS OF THE TRANSFORMATION OF WORLD TRADE REGIMES AT THE PRESENT STAGE

The article is devoted to the analysis of key aspects of the transformation of world trade regimes at the current stage, such as digital commerce, regional trade agreements, protectionism, trade exchange of services, global supply chains and protection of innovative technologies for international economic stability. It is proved that the study of modern trends and transformations of the world economy is an actual theoretical and applied task, which involves the systematic consolidation of methods and mechanisms of interdisciplinary research. Important factor in modern conditions of globalization of trade relations is the use of information technologies, they become the determining factors of victory in the competitive struggle, it allows you to break traditional supply chains and move to the future. Implementation of digital technologies contributes to significant improvement of business results and significantly accelerates strategic changes in the development of world trade. It is summarized that until recently globalization processes were characterized as stable, mostly positive. But at the current stage, it became clear that the processes of transformation are linear in nature and largely depend on the geopolitical situation in the world, the cyclical nature of global economic development, the geographical location and structure of the economy of the countries of the world. The transformation of the management trade balance changes the form and content of world trade regimes .Accordingly, predicting the future, we understand that we cannot give even approximate calculations or make a more or less accurate analysis. The economic interdependence of different countries should be a guarantee of financial success, but in recent decades it has increasingly transformed and turned into something unusual in world trade. The main focus is on the discussion of forecasts for the current year 2024 of international organizations such as the World Trade Organization (WTO) and the World Trade Organization (WTO), which play a key role in regulating trade relations at this stage.

Обоснование состава и периодичности выполнения контрольно-диагностических и восстановительных операций при техническом обслуживании автомобилей

The control of the frequency of car maintenance, remaining the main tool to ensure the safety of a rolling stock, has also become a tool of the competition struggle of manufacturers. Some manufacturers announce of the periodicity increase of the technical maintenance of their automobiles, presenting it as the proof of the raise of the quality of their products in comparison to their competitors. Operating the results of the experimental data of Kia business-class cars, the article proves that an extreme raise of the periodicity of technical maintenance leads to the reduce of the safety of a rolling stock and that the periodicity must not be maximum but optimal. Also, optimal periodicity and the composition of the diagnostic and restoration operations when car maintenance is being carried out have been set.

ПЕРСПЕКТИВИ І ПРОБЛЕМИ ЗАСТОСУВАННЯ ШТУЧНОГО ІНТЕЛЕКТУ В ЕКОНОМІЧНИХ СИСТЕМАХ: ДОСВІД ЄС ТА УКРАЇНИ

Recent years have been characterised by rapid technological development that shapes a new reality and encompasses virtually all aspects of human life. Artificial Intelligence (AI) is a key component of technological advancement and is crucial in shaping the modern technological landscape. The article highlights the relevance of introducing artificial intelligence in the modern world and reveals its impact on various sectors of the economy. The growth of volumes of information data, the power of computer systems and the development of machine learning algorithms create favourable conditions for integrating artificial intelligence in education and science, medicine, production technologies, finance and other sectors of the economy. The implementation of artificial intelligence in the practices of economic entities is currently an urgent necessity for socio-economic development. This allows for an increase in the efficiency of production processes, a reduction in costs (resources, time, labour), and an enhancement of the competitiveness of economic systems. Today, artificial intelligence is successfully utilised in various fields of activity, including agriculture, industry, logistics, healthcare, financial activities, and energy. Artificial intelligence optimises work operations regarding time and space, reduces costs, and strengthens control over production processes. The introduction of artificial intelligence opens up new opportunities for optimising production processes, increasing the efficiency of enterprises and the economy, and solving complex tasks. However, it poses the challenge of addressing many socio-economic problems. The hindrance of this process is attributed to the lag in the scientific process and the loss in the competitive struggle for leading positions in the global economy. The article examines the advantages and problems of implementing artificial intelligence, emphasising its key role in forming a technologically advanced and innovative society.

АНАЛІЗ ВПЛИВУ ІННОВАЦІЙНОЇ ДІЯЛЬНОСТІ НА КОНКУРЕНТОСПРОМОЖНІСТЬ ПІДПРИЄМСТВ

The article is dedicated to the impact of innovative activities on the competitiveness of enterprises. The relevance of the topic is driven by the rapid global growth of the role of advanced technologies in shaping and changing consumer habits significantly influencing the success of B2C (business-to-consumer) companies and determining their market positions and prospects. Understanding the relationship between innovative activities and the long-term sustainability and competitiveness of enterprises requires defining optimal innovative solutions, approaches to their implementation, and shaping a culture of managing the innovation process. The absence of clear development strategies can lead to falling behind current trends, weakening competitiveness and loss of market positions. The research is based on the analysis of regulatory, market, and internal factors influencing the innovative activities of enterprises and their ability to engage in effective competitive struggle, which is reflected in their marketing and financial results. The analysis of innovative activities of enterprises reveals approaches to implementing innovative solutions and their impact on the quality of enterprise management and customer satisfaction. In the course of the study was conducted the analysis of the concepts of innovation and competitiveness. Also was examined the role of innovation in the modern business environment, their interconnection with the competitiveness of enterprises and the necessary prerequisites for organizing and implementing innovative activities by enterprises. The research results confirm that innovation is a key factor in achieving and maintaining the competitive advantage of enterprises, while innovation is not limited to new product development – internal transformations are another priority area of the competition for market leadership. Successful innovative activity is impossible without creating conditions for its management by state and international regulators that ensure the necessary educational and scientific level, developed infrastructure and institutions, free access to capital and transparent business environment.

СУЧАСНІ ПРОБЛЕМИ ФОРМУВАННЯ КОНКУРЕНТНИХ ПЕРЕВАГ ВІТЧИЗНЯНИМИ ПРОМИСЛОВИМИ ПІДПРИЄМСТВАМИ

The fact is demonstrated that the formation of competitive advantages by domestic industrial enterprises is a dynamic process, involving the creation or adjustment of unique value propositions that not only differ from those of competitors in the market but are also significant to consumers and difficult to replicate. Given the comprehensive nature of competitive advantage formation, it should encompass a range of strategies and approaches (such as product innovation, efficient production, process management enhancement, brand development, and others), the actions of which are intended to ensure successful market penetration, sustainable operation, and market growth. The proper format of the outlined process is achievable through timely recognition and resolution of issues that could hinder the viability and success of the manufacturing enterprise in the long term. Therefore, the article aims to identify contemporary challenges in competitive advantage formation by domestic industrial enterprises. Various research methods can be used to achieve this goal, including analysis of existing theories, empirical studies, case studies, surveys, and more. The research findings confirm that the dynamic nature of competitive advantage formation by domestic industrial enterprises is associated with several challenges, including rapid technological advancements, shifts in demand, changes in the competitive landscape, alterations in regulatory and legislative frameworks, and globalization. It is demonstrated that to address these challenges in the formation of competitive advantages, domestic industrial enterprises must continuously monitor market conditions, ensure flexibility, and have the ability to quickly respond to changes. The results of such research could serve as a basis for developing recommendations and strategies for enterprises aiming to enhance their competitiveness. Furthermore, the prospects for further research lie in the development of approaches to innovation management strategies, studying the impact of globalization on the competitive struggle of domestic enterprises, analyzing the relationship between technological changes and competitiveness, and examining market conditions.