MANAGEMENT OF ENTERPRISE COMPETITIVE ADVANTAGES

The article reveals the features of management of enterprise competitive advantages. It has been determined that the concept of competitive advantage can be defined as the features and attributes of a product or service that give an enterprise certain advantages over its competitors. It has been established that managing competitive advantages is a conscious process of forming competitive advantages (preserving and developing existing ones, creating new ones) to adapt to the requirements of the external environment and ensure the long-term success of the enterprise. It was revealed that the process of forming competitive advantages includes the creation of competitive advantages, that is, the process of acquiring new specific properties and technologies that give the company an advantage over competitors, as well as the process of strengthening. It has been established that the goal of managing competitive advantages is a set of relationships that arise within the enterprise and between the enterprise and other market entities in the process of achieving an advantage over competitors. The main tasks of managing the competitive advantages of an enterprise are highlighted. The features of the process of managing the competitive advantages of an enterprise in modern situations are revealed. It has been determined that the main priorities in the formation of competitive advantages are increasing the share of intangible assets, understanding ways to create added value through innovative leasing, the speed of commercialization and innovation, reducing the life cycle of goods and services, and growing consumer demand. It has been established that the management of competitive advantages is considered a platform for non-price competition. The study takes into account individual ideas and some provisions, theoretical and practical aspects of the formation and use of economic diagnostic systems for enterprise activities, including the main provisions and tools for analyzing and assessing its results and development in modern conditions. All this must be taken into account in the future for further research when improving the system and tools for diagnosing the compliance of the competitive strategy of an enterprise with the state of the external environment in modern conditions.