ESSENTIAL CHARACTERISTICS OF А CONSTRUCTION ENTERPRISE COMPETITIVENESS

Theoretical approaches to determining the essential characteristics of the enterprise's competitiveness are summarized. Prospective factors for the competitiveness development of the construction enterprise from the standpoint of the school of neoclassical synthesis are outlined. Attention is focused on the change in the competitive conditions of construction enterprises of Ukraine during the war and financial crises. A conclusion is made regarding the projected globalization of the construction market due to the development of transnational corporations, interstate integration within the EU, the limited capacity of the domestic economy to independently rebuild the housing stock destroyed during the war and the production capacities of industrial enterprises. The available interpretations of the concept of "enterprise competitiveness" by economist scientists are considered. The definition of the concept of "enterprise competitiveness" has been clarified based on the new integration of the analysis of approaches to the definition of this category. Attention has been drawn to the fact that in the conditions of active digitization and the application of neurolinguistic programming methods, enterprises are increasingly moving away from traditional approaches to satisfying consumer demand. They prefer demand formation through the use of marketing consulting and branding. A refined definition of the concept of construction enterprise competitiveness is proposed. It is substantiated that in the conditions of the formation of the economy of innovative and intellectual capital, the basis of the growth of the organization's competitiveness is primarily human capital and qualities of managers. The sectoral features of the formation of the enterprise competitiveness are resoluted, which are determined by the specificity of construction products and the multi-vector nature of regulatory and legal state regulation in this sphere. It was noted that the competitiveness of a construction enterprise depends on a number of internal and external factors and is formed along the value creation chain.