GREEN COMPETITIVENESS OF ENTERPRISES: A RETROSPECTIVE ANALYSIS OF THE CONCEPT DEVELOPMENT

Abstract

The article presents the results of the analysis of publications devoted to the formation of the concept and components of the green competitiveness of enterprises. The study was conducted using bibliometric analysis VOSviewer v.1.6 visualization tools and ScopusTools tools. During the analysis, a set of 54,753 scientific articles on this issue for the period 1991–2020 was generated in publications indexed by scientometric databases Scopus and Web of Science. The results of the study allowed to identify the prerequisites for the development of the concept of green competitiveness. Promotion of greening processes in the business sector (development of green production, use of resource-saving technologies and renewable energy sources, implementation of recycling) provides additional environmentally-oriented competitive advantages to enterprises. The dynamics of publishing activity characterizes the increase of scientific interest in this issue since the late 1990s. This trend is largely due to the global development of the business sector, increased competition, the promotion of the so-called "fifth way". The main stages of development of the concept of green competitiveness include the following stages: related to the transformation of approaches to the interpretation of the concept of "competitiveness" (2004-2012); the second is related to the emergence and dominance in cross-sectoral research of two new patterns that reflect the development of the green economy and determine the competitive advantages of enterprises (2012-2014); the third is related to the development of the concept of green marketing and the implementation of its tools as a determinant of ensuring the competitiveness of enterprises (2014-2016). The results of the analysis showed that the most cited scientific publications on the topic of green competitiveness belong to scientists from the United States, China, Great Britain, Germany, and Spain. The main areas of research are engineering, science, social sciences, energy, business and management, and computer science. The study formed the basis for building tools to ensure green competitive advantages of enterprises.