CIRCULAR ECONOMY IN THE CONTEXT OF UKRAINE'S COMPETITIVENESS PROSPECTS

Abstract

The article considers the requirements for the provision of modern competitive services,
determines the direct impact of competitiveness on the economic security of the organization. Ensuring
economic security within the framework of increasing competitiveness requires adjustment for optimal
functioning and development of investment capacity, that is, a system of diagnostics and analysis,
response to actual and potential changes in the external and internal environment, which will ensure
a stable level of competitiveness. Each enterprise is faced with various types of risks and threats
throughout its life cycle, which negatively affect the level of economic security within the framework
of increasing the effectiveness of competitiveness. The competitiveness of the enterprise is the key to
profitability, survival and adaptation of the enterprise to various challenges, risks and threats, which
requires adaptation to the dynamism and demandingness of consumers regarding products and
services. Increasing the competitiveness of a business entity in the conditions of an unstable external
environment is relevant, therefore, a general approach to the development of a strategy for increasing
competitiveness is considered, where stability and customer orientation are defined as significant
competitive advantages.
The purpose of the article is to define and substantiate the directions and priorities of postwar economic development of Ukraine.
The scientific novelty is that the implementation of this strategy will contribute to the further
strengthening of the economic security of the organization.Customer orientation is a key competence
in the strategy of achieving sustainable development of the enterprise. The implementation of such a strategy is able to ensure a constant strengthening of economic security, improvement of image and
reputation, expansion of the client base and increase in the level of competitiveness.
Conclusions. The elements of the development strategy are proposed, taking into account
external and internal factors of competitiveness. The importance of finding innovative approaches to
the management of subjects of economic relations in post-war conditions is proven. The priorities of
achieving sustainable functioning of the economy based on a closed cycle of production and achieving
the goals of sustainable development have been determined. A client-oriented strategy that takes into
account globalization challenges, focused on overcoming structural disparities and developing
innovative projects within the domestic resource base is competitive. The results of the study have
value in the post-war reconstruction of the economy of Ukraine.