DEVELOPMENT OF THE CONCEPT OF ENTERPRISE COMPETITIVENESS

The article is devoted to the study of the evolution of the concept of enterprise competitiveness in the context of modern challenges and trends in the development of the world economy. Based on the analysis of scientific literature and practical experience, the main stages of the formation of the theory of competitiveness are identified, the specifics of each period are highlighted, and a comparison of traditional and modern approaches to assessing competitiveness is made. Particular attention is paid to considering aspects that are becoming increasingly important in the formation of long-term competitive advantages. Scientific approaches to defining the concept of “competitiveness” are analyzed and key factors that influence the ability of an enterprise to create added value and provide long-term competitive advantages are identified. The results of the study allow a deeper understanding of the dynamics of transformations of the concept of competitiveness and serve as a methodological basis for the formation of complex models for assessing the state and prospects for the development of enterprises in various industries. It is concluded that further improvement of the concept of competitiveness involves taking into account multidisciplinary approaches, strengthening the strategy of sustainable development and synergy between all functional areas of business activity. The obtained theoretical developments can be applied by managers and analysts when developing strategic plans, conducting benchmarking and implementing innovative management models in order to increase the efficiency and competitive positions of enterprises. In addition, the results of the study can be applied in practical activities to monitor the state of competitiveness, identify bottlenecks and form directions for strategic development. Such an approach will contribute to increasing management efficiency, creating competitive advantages and strengthening the position of the enterprise in the domestic and international markets.