ENSURING THE COMPETITIVENESS OF INNOVATIVE BUSINESS MODELS IN THE CONTEXT OF THE DIGITALIZATION OF THE NATIONAL ECONOMY

Abstract

The article examines the issues of ensuring the competitiveness of innovative business models in the context of the digitalization of the national economy, emphasizing that digital transformation serves as a key driver for enhancing business efficiency, creating new sources of value, and forming sustainable competitive advantages for enterprises. The theoretical foundations of the essence of the business model, its evolution, and the features of its transformation under the influence of innovations and digital technologies are considered. The role of innovative business models as a tool for adapting enterprises to a dynamic environment characterized by a high level of uncertainty, technological changes, and intensifying competition is substantiated. The key factors of competitiveness of innovative business models are analyzed, including technological, organizational, financial, market, institutional, and security-related factors that form a comprehensive basis for the effective functioning of enterprises in the digital environment. It is established that digitalization contributes to the transformation of business processes, increases the importance of data-driven management approaches, while simultaneously creating new challenges related to cybersecurity, the need for significant investments, and adaptation to rapid changes. Particular attention is paid to the development of a mechanism for ensuring the competitiveness of innovative business models, which is based on the integration of strategic, digital, analytical, innovative, risk-oriented, and ESG components. It is proven that the effectiveness of such a mechanism is determined by the level of synergy between its elements, as well as the ability of enterprises to adapt, maintain flexibility, and utilize modern digital tools. Key problems that hinder the development of innovative business models are identified, including the insufficient level of digital maturity of enterprises, limited investment resources, instability of the external environment, and the impact of wartime challenges. The necessity of forming a comprehensive approach to ensuring business competitiveness is substantiated, which involves the integration of innovations, digital technologies, and modern management practices. The implementation of the proposed approaches will contribute to increasing business efficiency, forming sustainable competitive advantages, and ensuring long-term development of enterprises in the context of the digitalization of the national economy.