THE MODERN PARADIGM OF ENSURING THE COMPANY’S COMPETITIVE ADVANTAGES IN INTERNATIONAL MARKETS

The necessity of forming a modern paradigm of ensuring the company’s competitive advantages in international markets in the conditions of globalization of the economy is substantiated in the article. The content and types of competitive advantages of the enterprise are considered and the tasks of the enterprise for relation to creation and management of them are defined. The basic and modern concepts of formation of competitive advantages of enterprises are described, and it is established that under present conditions of economic activity competitive are those enterprises, that in their activity use innovations, new technologies and conduct cooperation with the aim of finding new sources of competitive advantage. It is suggested that the main competitive advantages include the ability of the enterprise to continuous development through the creation and implementation of innovations, scientific and technological advances, the attraction of intellectual capital, as well as participation in international cooperation and integration. It is believed that these factors will ensure qualitative changes in the activities of enterprises and achieve its competitive position in the international market. Based on the conceptual approach, a modern paradigm of competitive advantage is formed, which, unlike the others, includes an innovative and technological and global-cooperative concept. Globalization processes of the world economy significantly change the conditions of the functioning of enterprises. The rapid economic development of the world economy requires constant adaptation to changes in it and the search for qualitatively new sources of economic growth and sources of ensuring competitiveness on the international market, which becomes an objective condition for effective enterprise management. The urgent problem remains the low competitiveness of domestic enterprises and Ukrainian products, given the change in the paradigm of ensuring the competitive advantages of enterprises on the global market. Therefore, studying the possibility of ensuring the international competitiveness of enterprises in accordance with modern economic requirements is an urgent issue.