THEORETICAL ASPECTS OF THE CONCEPT OF ENTERPRISE COMPETITIVENESS MANAGEMENT

The article is devoted to the theoretical aspects of enterprise competitiveness management, which is an important factor for successful development in the conditions of a modern market economy. The study presents the main approaches to defining the concept of "competitiveness". The article substantiates the importance of each of these approaches for effective management of enterprise competitiveness, which allows it not only to withstand competitive pressure, but also to achieve stable market positions. The role of enterprise adaptability in a variable market environment is considered, allowing a quick response to new technologies, changes in consumer demand and other economic conditions. The study showed that in order to ensure high competitiveness, it is necessary not only to adapt to market changes, but also to actively form development strategies that take into account future changes in the external environment.