THEORETICAL ASPECTS OF THE FORMATION OF COMPETITIVE ADVANTAGES OF THE ENTERPRISE

The article provides a comprehensive analysis of the theoretical aspects of forming competitive advantages in a company, emphasizing various concepts and approaches. It highlights that competitive advantages play a crucial role in ensuring the company's stability in the market amid global competition and rapid changes in the external environment. Key approaches to defining competitive advantages are examined, including the resource-based theory, which focuses on the effective use of material and intangible assets to create a unique market position. The competitive strategy theory, which emphasizes the development and implementation of differentiation and cost leadership strategies that allow companies to achieve sustainable competitive positions, is also discussed. Special attention is given to the dynamic capabilities theory, explaining how companies can adapt to ever-changing external conditions by enhancing their internal capabilities, innovations, and technologies. In particular, the significance of innovation and technological development as key factors in creating competitive advantages is explored, since new technologies and products enable companies to not only maintain but also strengthen their market positions. The article also highlights the role of human capital, as effective personnel management, skills development, and motivation for innovation are essential elements of a successful competitive strategy. Additionally, the importance of a company's resilience to external factors, such as economic crises, regulatory changes, or demand fluctuations, is justified as a necessary condition for long-term retention of competitive positions in the market. This resilience ensures that a company can adapt and respond to changes swiftly, thereby protecting its market share and reputation. The research concludes that to achieve long-lasting competitive advantages, companies must actively employ innovations, develop dynamic capabilities, and effectively manage their resources, emphasizing the importance of agile leadership and strategic foresight in anticipating market trends and potential disruptions.