INNOVATIVE STRATEGY OF COMPETITIVE ADVANTAGES OF THE ENTERPRISE: A PRACTICAL ASPECT

In this article, the authors highlight some issues regarding the process of forming a strategy of competitive advantage of the enterprise. In particular, attention is paid to the characterization of basic approaches to determining the essence of the following types of enterprise development strategies: activity, economic, business, corporate, cost leadership, intensive growth, and the blue ocean. The definitions are summarized and the advantages of each of the approaches of the essential characteristic of the enterprise development strategy are formulated. It also theoretically substantiates the need to activate innovative processes in the enterprise in three directions: innovation, innovativeness and strategic. In practical terms, the authors have adapted the latest techniques to the formation of components of an innovative strategy of competitive advantages for an enterprise that operates in the territory of Lviv region of Ukraine and specializes in the production of bread and bakery products. The authors of the article describe the results of testing the following methods on the enterprise data: SWOT-analysis, blue-ocean strategy, system constraint theory, Pareto principle. Some of the results of the study are presented graphically in the form of a matrix of «growth-market share» for a set of ten varieties of bakery products of the company under study, compared with its main competitor. The authors also present the results of a comparison of fifteen competitive factors, obtained from a survey of retailers, in the form of a two-dimensional chart for competing companies, called the «strategic outline.» At the end of the article, the authors formulate proposals for improving the activity of the enterprise and strengthening its competitiveness for the future. In addition, the prospects for further research are raised in two sections: theoretical, methodological, and practical.