APPROACHES TO EVALUATING ENTERPRISE COMPETITIVENESS

Анотація

The article provides a detailed analysis of existing approaches and methods for assessing the competitiveness level of an enterprise as one of the key indicators of its operational efficiency, which ensures the identification of the strengths and weaknesses of the enterprise's activities, its market positioning, and expansion of its market share, as well as the development of a winning strategy, etc. In order to harmonize the classification features of assessment methods for the competitiveness level of an enterprise, their analysis, clarification of classification features, formation of corresponding groups of methods, and identification of the methods belonging to one or another group of methods have been carried out. During the analysis, the main advantages and disadvantages of each method and the conditions for their application have been determined. It is noted that the same method for assessing the competitiveness level of an enterprise may belong to several groups of methods simultaneously. Scientists and practitioners most often distinguish between structural and functional approaches to assessing enterprise competitiveness, qualitative and quantitative assessment methods, as well as matrix, index, analytical, graphical, special, and complex assessment methods. The assessment methods for the competitiveness level of an enterprise that are prioritized by individual scientists have been identified. Due to the significant number of approaches and methods for assessing the competitiveness level of an enterprise, the authors cannot develop a single comprehensive assessment methodology that would meet all the requirements for such methodologies. The necessity of forming a single universal methodology for assessing the competitiveness level of an enterprise in all markets and on the international arena in particular has been substantiated. It is suggested to consider the use of complex methods as the most suitable for forming a universally recognized methodology for assessing the competitiveness level of an enterprise.

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