Subject The article considers factors affecting the level of competitiveness. It is crucial to clearly define them. It is particularly important under digital transformation of business, as there is a problem of inefficiency of traditional approaches and criteria for assessing the competitiveness of an enterprise, as well as identifying the areas of competitive advantage. Objectives The study aims to identify the place and role of digital technologies in creating a lasting competitive advantage in current market conditions; to explore existing approaches to the analysis of competitiveness; to offer recommendations for competitiveness criteria of an enterprise, taking into account digital transformation of business. Methods We review modern models of enterprise competitiveness management. The study employs the systems and structural-functional methods, when considering the components of enterprise competitiveness. We also review the theoretic research in the field of analysis of enterprise competitiveness, taking into account the digitalization of business. Results The paper identifies and systematizes factors affecting the competitiveness of enterprises in modern market conditions. It offers a model for managing enterprise competitiveness, considering internal and external factors. Conclusions The analysis of enterprise competitiveness in the current conditions of dynamic digitalization of business is an urgent marketing task. The criteria for evaluating the competitiveness of companies should be expanded by adding the criteria that reflect digital competitiveness. The significance of evaluation parameters should be ranked in accordance with the implementation of one of the main marketing objectives, i.e. the creation of a unique competitive advantage.
Keywords: competitive ability, competitiveness parameter, digital technology, marketing, logistics
References:
Kizim A.A., Kaifedzhan D.P. [The role of innovation instruments of marketing communications in forming the strategy of competitive positioning of companies]. Ekonomika ustoichivogo razvitiya = Economics of Stable Development, 2017, no. 3, pp. 186–192. URL: Link (In Russ.)
Porter M. Konkurentnoe preimushchestvo: Kak dostich' vysokogo rezul'tata i obespechit' ego ustoichivost' [Competitive Advantage: Creating and Sustaining Superior Performance]. Moscow, Al'pina Biznes Buks Publ., 2015, 715 p.
Babkin A.V., Chistyakova O.V. [Digital economy and its impact on the competitiveness of business structures]. Rossiiskoe predprinimatel'stvo = Russian Journal of Entrepreneurship, 2017, no. 24, pp. 4087–4002. URL: Link (In Russ.)
Savich Yu.A. [Digital transformation and its impact on the competitiveness of industrial enterprises]. Ekonominfo, 2018, vol. 15, no. 4, pp. 44–48. URL: Link (In Russ.)
Stepnov I.M., Koval'chuk Yu.A. [Value Chain Modeling in Digital Strategic Management]. Uchet. Analiz. Audit = Accounting. Analysis. Auditing, 2018, no. 5, pp. 6–23. URL: Link (In Russ.)
Andieva E.Yu., Fil'chakova V.D. [Digital economy of the future, industry 4.0]. Prikladnaya matematika i fundamental'naya informatika, 2016, no. 3, pp. 214–218. (In Russ.)
Khalin V.G., Chernova G.V. [Digitalization and its impact on the Russian economy and society: Advantages, challenges, threats and risks]. Upravlencheskoe konsul'tirovanie = Administrative Consulting, 2018, no. 10, pp. 46–63. URL: Link (In Russ.)
Kizim A.A., Malkova E.M., Kaifedzhan D.P. [Interaction of marketing and logistics technologies with the cross-heightening principle]. Nauka i obrazovanie: khozyaistvo i ekonomika; predprinimatel'stvo; pravo i upravlenie, 2018, no. 11, pp. 30–37. URL: Link (In Russ.)
Starkova N.O., Ponomarenko L.V., Rzun I.G. [Modern aspects of functioning of trade logistics centers of distribution]. Ekonomika i predprinimatel'stvo = Journal of Economy and Entrepreneurship, 2015, no. 9-1, pp. 691–696. (In Russ.)
Berezovskii E.E. Sovremennye podkhody v upravlenii ekonomicheskimi sistemami na osnove Lean-menedzhmenta i menedzhmenta potochnykh protsessov. V kn.: Natsional'nye modeli ekonomicheskikh sistem: kollektivnaya monografiya [Modern approaches to managing the economic systems based on Lean Management and Flow Management. In: National models of economic systems: a collective monograph]. Krasnodar, Krasnodarskii TsNTI Publ., 2019, pp. 133–142.
Nikulina O.V., Lim A.I. [Analyzing the dynamics of Danon's business processes in the condition of information and digitalization of world economy]. Ekonomika ustoichivogo razvitiya = Economics of Sustainable Development, 2019, no. 2, pp. 231–236. URL: Link (In Russ.)
Vasin N.S. [Managing the enterprise sustainability in the digital economy]. Ekonomicheskii analiz: teoriya i praktika =Economic Analysis: Theory and Practice, 2018, vol. 17, iss. 6, pp. 1100–1113. (In Russ.) URL: Link
Astaf'eva O.V. [Specifics of management under contemporary technological mode change]. Ekonomicheskii analiz: teoriya i praktika =Economic Analysis: Theory and Practice, 2018, vol. 17, iss. 2, pp. 340–352. (In Russ.) URL: Link
Shevchenko I.V., Korobeinikova M.S. [Digital tools to develop national and international business]. Finansy i kredit = Finance and Credit, 2019, vol. 25, iss. 6, pp. 1420–1443. (In Russ.) URL: Link
Frolov D.P., Lavrent'eva A.V. [Digital economy as a subject of regulation: The institutional theory perspective]. Ekonomicheskii analiz: teoriya i praktika =Economic Analysis: Theory and Practice, 2019, vol. 18, iss. 11, pp. 2044–2058. (In Russ.) URL: Link
Gorodnova N.V., Peshkova A.A. [Digital capabilities of the industrial enterprise: Substance and methods]. Natsional'nye interesy: prioritety i bezopasnost' = National Interests: Priorities and Security, 2019, vol. 15, iss. 5, pp. 870–896. URL: Link (In Russ.)
Petukh A.V., Safonova M.F. [Modern audit in terms of digitalization of the economy: Challenges and prospects for development]. Mezhdunarodnyi bukhgalterskii uchet = International Accounting, 2019, vol. 22, iss. 10, pp. 1154–1169. (In Russ.) URL: Link
