COMPETITIVENESS IN THE CONDITIONS OF DIGITAL TRANSFORMATION AND GLOBAL CHANGES

Abstract. The article examines the evolution of the concept of competitiveness in the context of digitalization and globalization. The main stages of the development of competitiveness as a concept are analyzed – from assessing the characteristics of an individual product to evaluating enterprises, industries, and national economies. The key factors influencing competitiveness in modern conditions are identified, including innovation, digital technology integration, market flexibility, environmental sustainability, and strategic management. Key approaches to competitiveness management are considered, including systemic, innovative, and globalization approaches. The role of strategic management, digital transformation, global market integration, and social responsibility in shaping long-term competitive advantages is determined. The article analyzes modern approaches to assessing competitiveness, particularly focusing on economic, social, technological, and environmental aspects. The interrelation between product, enterprise, industry, and national competitiveness is substantiated, reflecting the multilevel nature of this phenomenon. Special attention is given to the role of innovation and digital technologies in creating competitive advantages. It is determined that in modern conditions, competitiveness depends not only on the cost of products or services but also on the level of digital transformation, adaptability to market changes, and integration into global supply chains. The evolution of the concept of competitiveness is examined, covering various aspects that influence this indicator at the levels of enterprises, industries, and countries. Each level is analyzed in terms of its defining factors and mechanisms of influence. It is proven that competitiveness has a multi-level nature, where the factors affecting enterprises, industries, and national economies are interconnected. Sustainable competitiveness requires not only the development of individual companies but also state support, technological integration, and effective resource management. Recommendations are proposed for the development of competitiveness strategies that will contribute to increasing enterprise efficiency, enhancing their adaptability to rapid market changes, and fostering the growth of an innovative economy. Particular emphasis is placed on the necessity of building a digital ecosystem, implementing sustainable business models, and strengthening cooperation between the public, private, and scientific sectors to ensure long-term economic growth.