STRATEGIC ASPECTS OF MANAGING THE COMPETITIVE ENTERPRISE’S ADVANTAGES BASED ON THE USE OF INFORMATION TECHNOLOGY

The article summarizes the essence of the concepts of «competition», «competitive advantage», «competitive advantage management», «information technology», «cloud computing». Researchers' views on the essence of competitive advantages are identified and compared. The main approaches to the management of competitive advantages are defined: passive, adaptive, creative and the possibility of their application for enterprises-producers is substantiated. The basic requirements to competitive advantages as a strategic factor of enterprise success are substantiated. The role and significance of information for the enterprise are given. The main source of information is identified — the global Internet. It was found that the work of the enterprise within the Internet is one of the most important areas of activity for the market player in today's economy. The advantages of the enterprise portal as a powerful tool to increase its competitiveness, which not only changes the internal organization of the enterprise, but also changes its interaction with the external environment (consumers and business partners). The role and theoretical-methodological and practical aspects of the impact of information technology on the effectiveness of management of competitive advantages of the enterprise are considered. There are three main ways in which information technology affects the level of competition according to Porter and Miller. It is determined that only a combination of information technologies with a number of organizational factors will increase the competitive advantages of the enterprise. The main competitive advantages of enterprises that use information technology, including: efficiency of information, reduction of non-production costs and costs associated with the exchange of information, reducing the production and sales cycle, greater openness of the enterprise to its customers.