ASSESSING THE COMPLIANCE OF THE ENTERPRISE’S COMPETITIVE STRATEGY WITH THE STATE OF THE EXTERNAL BUSINESS ENVIRONMENT: ECONOMIC AND LEGAL ASPECTS

Introduction. In today's business environment, where competition between enterprises is a determining factor in their success, assessing the suitability of a competitive strategy to the state of the external business environment becomes a key task for enterprises. Making appropriate, effective management decisions at the enterprise requires a systematic study and assessment not only of changes in the legal environment, but also in the economic sphere, the sphere of management, marketing and innovation, etc. Research into the relationship between an enterprise's competitive strategy and its legal liability is important for the modern business environment and enterprise development in conditions of risk and uncertainty. Purpose. The purpose of the article is to improve the theoretical provisions and form practical recommendations regarding the assessment of the compliance of the enterprise's competitive strategy with the state of the external business environment, taking into account the legal responsibility for the violation of the legislation on the protection of economic competition. Materials and methods. Research materials are scientific, reference literature and legislation of Ukraine for the defined purpose. In the course of the research, various scientific methods were applied, including generalization, systematization and system analysis, as well as the method of economic and mathematical modeling. Results. he features of assessing the compliance of an enterprise's competitive strategy with the state of the external business environment are revealed. The main components of the system basis for compliance of the competitive strategy of an enterprise with the state of the external business environment are presented, taking into account legal liability for violation of the legislation on the protection of economic competition. An economic-mathematical method is proposed to determine the level of compliance of an enterprise's competitive strategy with the state of the external business environment, which involves analyzing factors of the external business environment of direct action and takes into account the legal responsibility of the enterprise for violating the legislation on the protection of economic competition. It is substantiated that the assessment of the compliance of an enterprise's competitive strategy with the state of the external business environment should not only be strategic, but should also take into account legal aspects, in particular, legal liability for violating the legislation on the protection of economic competition. Continuous improvement of management strategies and response to changes in the business environment helps maintain the competitive position of the enterprise and ensures its successful operation in conditions of instability and risk. Prospects. In the future, it is advisable to investigate the impact of digitalization, information systems and technologies on the competitiveness of the enterprise in conditions of risk and uncertainty.