Strategic Competitiveness and Digitalization of Enterprise Innovative Development Under Conditions of Unpredictable Market Changes

Abstract

Abstract. The article explores the theoretical foundations and practical mechanisms for the formation of strategic competitiveness of enterprises under conditions of unpredictable changes in the market environment characterized by the features of VUCA (volatility, uncertainty, complexity, ambiguity) and BANI (brittleness, anxiety, nonlinearity, incomprehensibility). It is substantiated that the digitalization of innovative development is a fundamental strategic mechanism that ensures organizational resilience and the ability of enterprises to generate and sustain competitive advantages in a turbulent environment. Based on a critical analysis of the concepts of resource-based theory, dynamic capabilities, strategic flexibility, and innovation ecosystem theory, the key determinants of competitiveness in the digital economy are identified. It is established that traditional approaches to strategic planning are insufficient under BANI-environment conditions, while adaptive and antifragile organizational models are gaining priority importance. A set of digital tools for the innovative development of enterprises — from artificial intelligence and Big Data to Industry 4.0 technologies and blockchain — is systematized, with the definition of their functional purpose and quantitative impact on competitiveness. A four-level model of enterprise strategic resilience is developed, reflecting the evolution from a vulnerable to an antifragile state depending on the level of digital maturity and innovation activity. A comprehensive system of key performance indicators (KPIs) is proposed for monitoring strategic competitiveness and innovative development, covering six groups of measurements: innovation activity, digital maturity, response speed, competitive position, financial efficiency of innovation, and organizational resilience. Methodological recommendations are formulated for integrating digital strategies into the system of strategic management of an enterprise, taking into account industry-specific features and the organization’s readiness for transformation. It is proved that the synthesis of strategic thinking and digital competencies is a necessary condition for achieving long-term competitiveness under conditions of unpredictable market changes.