CONCEPTUAL APPROACHES TO MANAGEMENT OF ENTERPRISE COMPETITIVENESS IN MODERN CONDITIONS

Анотація

The article examines the evolution of scientific approaches to enterprise activity management aimed at ensuring competitiveness under conditions of a dynamic market environment and increasing uncertainty. It is substantiated that enterprise competitiveness should be interpreted as a dynamic, systemic, and adaptive economic category formed under the influence of a set of internal and external factors and manifested in the enterprise’s ability to create, implement, and sustain competitive advantages. It is determined that both classical (functional, process, system, situational) and contemporary (innovative, resource-based, adaptive, personalized, network) management approaches address specific aspects of enterprise activity but fail to provide a comprehensive consideration of the interaction between internal potential and the external environment. A concept of purposeful enterprise activity management is proposed, focused on the formation and maintenance of sustainable competitive advantages. The concept is based on the systemic integration of strategic, process, and innovation-oriented approaches, adaptability to environmental changes, and the achievement of synergy between the enterprise’s internal resources and the opportunities generated by state economic and tax policy. Particular attention is paid to the coordination of managerial decisions at the strategic, tactical, and operational levels, as well as to the role of feedback mechanisms in maintaining the integrity of the management system. It is argued that the practical value of the proposed concept lies in its ability to combine analytical assessment procedures with flexible managerial responses to external challenges, thus ensuring a more effective transformation of enterprise potential into competitive outcomes. The findings confirm that the implementation of an integrated management approach strengthens the enterprise’s capacity for long-term development, improves its responsiveness to uncertainty, and contributes to the preservation of stable market positions. In addition, the proposed conceptual framework emphasizes the importance of linking resource allocation, process efficiency, innovation activity, and institutional adaptability within a unified managerial logic.

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