DIGITALIZATION OF STRATEGIC MANAGEMENT OF CONSTRUCTION ENTERPRISE COMPETITIVENESS BASED ON THE FORMALIZED ASSESSMENT OF COMPETITIVE ADVANTAGES

Анотація

The article substantiates a methodological approach to the digitalization of strategic management of construction enterprise competitiveness on the basis of a formalized assessment of competitive advantages. It is proved that enterprise competitiveness in construction is formed through the interaction of product competitiveness, personnel competitiveness, financial resilience, digital maturity, operational reliability, reputation, innovation capacity and market position. The proposed methodology is approbated on real construction enterprises operating in the Ukrainian residential development market, namely KAN Development, Kovalska, NovaBudova, GEOS and BudCapital. The results of the formalized evaluation indicate that KAN Development has the highest integral competitiveness index, Kovalska demonstrates a strong second position due to vertical integration and resource control, while NovaBudova, GEOS and BudCapital form differentiated competitive profiles depending on the structure of their project portfolios, reliability indicators and human capital capacity. The scientific novelty of the study lies in the integration of product and personnel subindices with digital strategic management tools and public market rating indicators. The practical value is determined by the possibility of using the proposed model in strategic management accounting, budgeting, pricing, investment project selection and risk-oriented management of construction enterprises. The article’s scientific novelty lies in substantiating an integrated model of enterprise competitiveness that goes beyond product competitiveness and incorporates product and personnel dimensions into a digital strategic management system. Unlike approaches based solely on financial ratios or expert descriptions, the model integrates market ratings, project portfolio data, and internal managerial indicators into a unified analytical framework for strategic management accounting.Keywords: competitiveness, digitalization, strategic management, competitive advantages, enterprise competitiveness, product competitiveness, personnel competitiveness, construction enterprise, formalized assessment.

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