ANALYSIS OF FACTORS AFFECTING COMPETITIVENESS MICRO-, SMALL AND MEDIUM-SIZED ENTERPRISES OF UKRAINE ON THE GLOBAL MARKET

The article considers a number of factors that affect the competitiveness of micro, small and medium-sized enterprises of Ukraine on the world market. The great role of MSMEs in the economy and development of the country is shown. The need to ensure a high level of competitiveness of MSMEs at the international level was emphasized. The following factors influencing competitiveness are listed, such as: the introduction of innovations, opportunities to attract capital, the availability of qualified workers and managers, joining business associations, the presence of demand for MSME goods/services, the presence of partners abroad, the country's image, state support policy, the presence of a brand, the ability to ensure the necessary volumes of production, compliance with international standards, as well as social responsibility of business. Their influence on the competitiveness of MSMEs in the world market is analyzed. A study of each influencing factor in modern conditions was made. It is considered that the introduction of innovations by MSMEs is much faster than by large enterprises, the interest of small enterprises in carrying out innovative activities is aimed at non-technological improvements both in the field of service provision and in the industry. During the war, MSMEs lack qualified personnel due to the labor force imbalance in Ukraine. Emphasis was placed on the need to include MSMEs in business associations for successful work in the conditions of global market competition. It is shown that the positive image of our country on the international market, which is being formed now, has an impact on competitiveness and ensures a good attitude towards the products of Ukrainian manufacturers. Ensuring the necessary production volumes is currently possible only under the conditions of reformatting of logistics, mutual assistance, and state support. Means of finding partners abroad by Ukrainian MSMEs, possible sources of financing are listed. The importance of social responsibility of MSMEs, the need for branding their products was noted. compliance with international standards.