Neseniuk Y. Formation of increase strategy of enterprise competitiveness on the innovative bases

The dissertation is devoted to the decision of the actual scientific and practical task on development of theoretical positions and development of scientific and methodical recommendations on formation of strategy of increase of competitiveness of the enterprise on innovative bases. The dissertation defines the economic content of the strategy of increasing the competitiveness of enterprises as a set of measures that will accompany the long-term trajectory of their innovative development in the market environment towards achieving a common mission to strengthen competitive positions based on innovative equipment, technology, goods, works, services. The theoretical results of the dissertation are related to the improvement of the definition of the competitiveness of the enterprise, the process of strategic analysis of environmental factors for the impact on the competitive position and competitiveness of enterprises. In the dissertation the stages of formation of strategy of increase of competitiveness of the enterprises of light industry are formalized, the balanced system of indicators is developed thanks to allocation of an additional chain of creation of value in the form of innovations and strengthening of applied aspect in the form of a strategic map. The methodological approach to developing a strategy to increase the competitiveness of the enterprise based on the comparison of its indicators with industry and marking competitive positions with points on the Cartesian plane, the coordinates of which are determined by the difference in profitability of all activities and depreciation of fixed assets. The segmentation of enterprises according to the quadrants of the Cartesian coordinate system is carried out. A common marketing strategy to increase the competitiveness of the enterprise on an innovative basis using the SPACE method, identifies the designation of the state of strategic competitive position of the entity. Improved methodological position and developed a conceptual model for the formation of the competitiveness of light industry enterprises based on the realization of competitive potential, taking into account the level of innovation of resource provision and management technologies and methods. Investment opportunities for the development of innovative potential of light industry enterprises are identified. In order to improve the state policy on light industry development, a conceptual model of formation of the Strategy of innovative development of light industry of Ukraine is proposed, which defines the goals and objectives of light industry development, implementation tools and levers, funding sources and expected results.