Sitkovskа Alla, Doctor of Economics, Professor, Professor of Department of Economics, Dnipro State Agrarian and Economic University, Dnipro, Ukraine

ORCID: 0000-0003-1892-6314
e-mail: sitkovska.a.o@dsau.dp.ua

Polehenka Maryna, PhD (Economics), Associate Professor, Associate professor of the  Department of Economics, Dnipro State Agrarian and Economic University, Dnipro, Ukraine

ORCID: 0000-0001-5866-668X
e-mail: polehenka.m.a@dsau.dp.ua

Prokopyshyn Oksana, PhD (Economics), Associate Professor, Associate professor of the Department of Accounting and Taxation, Lviv National University of Veterinary Medicine and Biotechnology named after S.Z. Gzytskyi, Lviv, Ukraine

ORCID: 0000-0002-7027-3499
e-mail: os378@ukr.net

Strategic Management of Competitive Behavior of Enterprises in Conditions of Uncertainty

Abstract. Introduction. The article examines the theoretical and applied aspects of strategic management of the competitive behavior of enterprises in the conditions of uncertainty of the modern economic environment. The relevance of the topic is due to the strengthening of the impact of crisis phenomena, the instability of the market situation, limited resources, increased competitive pressure and rapid changes in the regulatory, legal and technological environment of the functioning of enterprises.

Purpose. The purpose of the article is to study the strategic management of the competitive behavior of enterprises, affecting their operation efficiency and increasing competitiveness in conditions of uncertainty.

Results. The need to move from reactive management models to strategically oriented approaches based on long-term planning, strategic analysis and forecasting of the development of the external environment is substantiated.

The essence of strategic management of the competitive behavior of enterprises as a system of management decisions aimed at forming and maintaining sustainable competitive advantages is revealed. It has been proven that the effectiveness of strategic management is determined by the level of adaptability of the enterprise to changes in the external environment, the ability to innovate, effectively manage risks and rationally use resource potential. It was determined that the competitive strategy acts as the basis for the formation of the competitive behavior of the enterprise and determines the directions of its development, priorities for the use of resources and mechanisms for the realization of market opportunities.

In the work, competition is considered as a dynamic process of interaction of market subjects, which accompanies all stages of entrepreneurial activity. The need to use a systematic approach to strategic management is substantiated, which involves the integration of strategic planning, analytical support, monitoring of the competitive environment and forecasting of the development of the industry. It has been proven that increasing the competitiveness of enterprises directly depends on the quality of the management system and the level of information and analytical support.

Conclusions. It has been established that the introduction of modern methods of strategic management contributes to reducing the level of uncertainty of management decisions, increasing the efficiency of resource use and forming long-term competitive advantages of enterprises.

Keywords: strategic management, competitive behaviour, competitiveness, competitive strategy, uncertainty, strategic analysis, competitive advantage.

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