THEORETICAL PRINCIPLES OF FORMING A MECHANISM FOR ENSURING THE COMPETITIVENESS OF ENTERPRISES

The article examines the theoretical, methodological, and practical foundations for establishing a mechanism to ensure enterprise competitiveness within the context of modern business conditions. It substantiates that enterprise competitiveness is a key factor in sustainable operation, economic development, and the ability to adapt to dynamic changes in both the external and internal environments. It is noted that modern conditions are characterized by intensified competition, the digitalization of business processes, technological shifts, economic instability, evolving consumer needs, and rising risk levels. The economic essence of enterprise competitiveness is explored, and the primary approaches to its assessment are systematized. Key components of competitiveness – specifically financial-economic, production, marketing, innovation, human resources, and organizationalmanagerial aspects – are characterized. The study summarizes the main internal and external environmental factors that determine an enterprise's level of competitive advantage and influence its operational efficiency. A structural-functional approach to establishing a mechanism for ensuring enterprise competitiveness is substantiated. The study identifies the mechanism's core elements, including competitiveness management goals and principles, methods and tools of influence, resource provision, organizational-economic levers, and systems for monitoring and performance assessment. Particular attention is paid to the role of strategic management, innovation, digital technologies, efficient resource utilization, and human capital development in establishing sustainable competitive advantages for the enterprise. The study identifies key challenges in ensuring enterprise competitiveness under current conditions, such as limited financial resources, high uncertainty, intensifying competition, technological risks, market instability, and the insufficient adaptability of traditional management systems. The necessity of refining the mechanism for ensuring competitiveness through a comprehensive combination of strategic, organizational, economic, innovative, and digital tools is substantiated. It is concluded that the effective development of a mechanism to ensure enterprise competitiveness must be based on a systemic approach, continuous monitoring of the competitive environment, timely identification of threats and opportunities, rational resource use, and the active implementation of innovations. The proposed theoretical insights and practical recommendations can be utilized by enterprises to enhance management efficiency, strengthen competitive positions, and ensure sustainable development amidst modern economic transformations.