The Theoretical Foundations For the Formation and Development of a Product Competitiveness Management System

Abstract

The article is dedicated to the issues of forming the theoretical basis for the development of the product competitiveness management system in the context of a dynamic market environment, digital transformation of the economy, and the intensification of global competition. The relevance of the research topic is determined by the necessity to ensure sustainable competitive advantages for enterprises through the formation of an efficient product competitiveness management system, which takes into account current market development trends, increasing consumer demands, innovative transformations, and the need for rapid adaptation of economic entities to changes in the external environment. The research aims to substantiate the theoretical foundations for the formation and development of a product competitiveness management system in the context of a dynamic market environment. The article examines the evolution of scientific approaches to the interpretation of the economic category «competitiveness», analyzes marketing, resource, systemic, process, and strategic approaches to defining the essence of product competitiveness, and summarizes modern approaches to managing its provision. The interconnections between the competitiveness of products, enterprises, industries, and the national economy have been studied, which made it possible to substantiate the appropriateness of using a hierarchical model («competitiveness pyramid») as a conceptual basis for analyzing the processes of forming competitive advantages. The author’s definition of product competitiveness is substantiated as an integral, relative, and dynamic characteristic of a product that reflects its ability to provide a more complete satisfaction of consumer needs compared to analogs, with an optimal balance of quality characteristics and total consumer costs, as well as to form sustainable competitive advantages for the enterprise through the ability to purposefully manage and adapt to changes in the external environment. The concept of «product competitiveness management» is substantiated as an integrated, systematically organized, and adaptive process of forming, implementing, and developing competitive advantages of a product at all stages of its life cycle through targeted influence on competitiveness factors. A conceptual model of the product competitiveness management system has been proposed, which integrates the subject and object of management, target and functional subsystems, as well as an instrumental-methodological block that combines marketing, economic, organizational, and innovative mechanisms to ensure competitive advantages.