STRATEGY FOR MANAGING THE COMPETITIVENESS OF THE EXPORT POTENTIAL OF THE NATIONAL ECONOMY UNDER DIGITAL TRANSFORMATIONS

Анотація

The article is devoted to the study and systematization of approaches to the formation of a strategy for managing the competitiveness of the export potential of the national economy under conditions of digitalization. Modern scientific approaches to the strategy of managing the competitiveness of the export potential of the national economy are generalized, and the role of digital technologies as a key driver of the transformation of economic relations and the enhancement of competitiveness is substantiated. It is determined that digital innovations, as fundamental tools for the development of export-oriented industries, enable the national economy to reduce costs and transform the structure of exports. It is substantiated that a comprehensive strategic concept for managing the competitiveness of export potential should integrate the tools of digital export platforms and be based on a proactive state policy to support exporters, where a significant role is assigned to the development of human capital and the implementation of innovative technologies aimed at stimulating the export of high value-added products. On this basis, the need to increase the economic mobility of exporting enterprises and ensure effective technological modernization of business processes is emphasized. In crisis conditions, this requires rapid adaptation to changes in the market environment and the development of an effective risk management system to ensure financial stability and competitiveness.

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