Gavrysh I. Increasing the competitiveness of publishing and printing companies in conditions of market uncertainty

The dissertation is devoted to the development of theoretical principles, development of methodological provisions and scientific substantiation of practical aspects of increasing the competitiveness of publishing and printing companies in accordance with the temporal requirements of the market, the development of Industry 4.0 and growing market uncertainty. According to the results of the study, scientific and methodological support for diagnosing the competitiveness of publishing and printing companies by regression analysis of market share, which focuses on the information component of competitiveness and serves as a thorough analytical support for variation of solutions to increase competitiveness in market uncertainty. The paper improves the complex method of determining the level of competitiveness of publishing and printing companies, which integrates methods for evaluating its components, situational analysis and forecasting of performance. This provides an opportunity to identify strategically important competitive advantages. The scientific and methodological provisions for ensuring sustainable competitive advantages of publishing and printing companies on the basis of market adaptability have been improved, including through the introduction of processes of intellectualization of services and the provision of comprehensive services for corporate advertising. According to the results of the study, the interpretation of the concepts was further developed: "market adaptability of the enterprise" as the ability to quickly adapt to market instability and the emergence of digital substitutes, creating competitive advantages and forming a cost structure based on greening the economy; "Information goal of the enterprise" as supported by the capabilities of the purpose of the enterprise to create the image of an effective generator of commercial information.