COMPETITIVENESS OF A CONSTRUCTION ENTERPRISE TAKING INTO ACCOUNT INTANGIBLE FACTORS

Abstract

The article is devoted to the issues of determining the factors that affect the level of competitiveness of a construction enterprise, in particular, intangible factors are singled out, which are the competitive advantage of construction enterprises themselves. It is substantiated that a sustainable competitive advantage is achieved only thanks to assets and competencies that cannot be copied or accurately reproduced. Therefore, considering the features and advantages of intangible assets of a construction enterprise in the context of competitiveness, it is proven that, unlike tangible assets, intangible assets are more difficult to accumulate and transfer, since they are unique to the companies that own them. It is determined that, unlike tangible assets, which have specific limited capacities and technical characteristics, intangible assets have more "soft" restrictions, that is, the same assets can be used in the development of a number of products or in promoting goods on the market. The article determines that an important characteristic of intangible assets is their scalability, which is limited, in essence, only by the capacity of the market. An additional competitive advantage of intangible assets is the benefits obtained through the network effect, which is that the value of the asset of the end consumer increases with the increase in the number of people using it. In this case, the positive impact of the network effect, on the one hand, increases the benefits of all end consumers of the product (i.e., those who already use this asset), on the other hand, contributes to the attraction of new users (those who still use the asset), which ultimately leads to an increase in the benefits of the company itself. The article proves that the intangible factors of the competitiveness of construction enterprises are sources of potential benefits devoid of physical or financial form, characterized by significant information potential. In addition, in conditions of increased competition, globalization and digitalization, the intangible factors of the competitiveness of construction enterprises can serve as a significant competitive advantage due to their uniqueness, the difficulty of accumulating, transferring and reproducing them, the absence of strict restrictions on the scope and volume of their use.