Actual problems of innovative economy and law

Journal "Actual problems of innovative economy and law" is included in category B for specialties: in the field of knowledge "Management and administration": 073, 076 (order of the Ministry of Education and Science of Ukraine dated 23.08.2023 No. 1035) and 071, 072, 075 (order of the Ministry of Education and Science of Ukraine dated 12.20.2023 No. 1543); in the field of knowledge "Social and behavioral sciences" 051 (order of the Ministry of Education and Science of Ukraine dated August 23, 2023 No. 1035); in the field of knowledge "Law" - 081 and "Public management and administration" - 281 (order of the Ministry of Education and Science of Ukraine dated 12.20.2023 No. 1543).
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Formation of sustainable competitive advantages of the enterprise in the digital environment

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УДК: 330.341.1:004.738.5:005.21

DOI: https://doi.org/10.36887/2524-0455-2025-3-13

Shapovalova Inga,
Doctor of Economic Sciences, Associate Professor,
Simon Kuznets Kharkiv National University of Economics,
https://orcid.org/0000-0003-1588-3910

At the end of the 20th and beginning of the 21st centuries, there was an intensification of digital transformation, which radically changed the global economy, causing not only the automation of existing business processes but also fundamental changes in economic models and principles of competition. In today’s dynamic environment, traditional sources of competitive advantage, such as significant physical assets, economies of scale of production, or extensive distribution channels, are gradually losing relevance or becoming less effective. In the conditions of instant access to global markets and wide availability of computing infrastructure on an “on-demand” model, previous sources of sustainable advantages were recognized as unviable. This study analyzes in detail the evolution of the concept of competitive advantage, starting from the classical theories of Michael Porter to the modern digital paradigm. It was highlighted that information has become the key resource of the new economy, and the availability of unique data and relevant competencies determines advantage. The article identifies and systematizes five fundamental components on which resilience in the digital era is built: data and analytics, network effects, organizational flexibility and adaptability, customer experience (CX) quality and personalization, and digital brand and reputation. Each of these components is examined in detail from the point of view of its impact on the formation and maintenance of competitive leadership. To illustrate the theoretical provisions practically, the paper presents strategic models and architectures for their implementation. An in-depth analysis of cases of leading global companies, such as Amazon and Netflix, and successful Ukrainian leaders – Monobank and Rozetka, is conducted. These examples demonstrate how integrating digital assets and adopting ecosystem business models allow companies to achieve and maintain dominant positions in the market. Finally, the article considers risks, ethical challenges, and future technological trends to determine competition parameters. Particular attention was paid to the importance of the human factor and a moral, or responsible, approach to using artificial intelligence (Responsible AI) as a source of sustainable competitive advantage in the future, where trust is likely to become a key differentiator.

Keywords: digital transformation, competitive advantage, data and analytics, network effects, organizational agility, customer experience (CX).

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The article was received 22.04.2025

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Shapovalova I. 22.04.2025. Formation of sustainable competitive advantages of the enterprise in the digital environment. Actual problems of innovative economy and law. 2025. №3. 63-72 pp. https://doi.org/10.36887/2524-0455-2025-3-13

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Shapovalova I. Formation of sustainable competitive advantages of the enterprise in the digital environment. Actual problems of innovative economy and law. 22.04.2025. https://doi.org/10.36887/2524-0455-2025-3-13