ANALYSIS OF COMPANIES’ COMPETITIVENESS IN THE GLOBAL MARKET

The competitiveness of fifteen leading companies from five key sectors of the global market was examined for the period 2022–2024: the automotive industry, sportswear and footwear, consumer electronics, food and beverages, and luxury goods. The dynamics of operational efficiency were analyzed, revealing significant variability in performance indicators caused by both internal factors (innovation, digitalization, management efficiency) and external challenges (global economic instability, changes in consumer demand, stricter regulatory constraints). In particular, the sportswear industry showed the highest instability, while luxury goods companies demonstrated the greatest stability. Key factors influencing the maintenance of competitiveness in the current global environment were identified.