CONCEPTUAL MODELS OF COMPETITIVENESS ASSESSMENT AND THEIR EVOLUTION

This study examines the conceptual models of competitiveness assessment and traces their evolutionary trajectory in the context of structural transformation in the global economy. The growing complexity of market environments, digitalization, and the increasing role of intangible assets have significantly reshaped traditional approaches to measuring competitiveness. The paper aims to systematize the major theoretical frameworks, identify key methodological shifts, and evaluate their analytical relevance for modern industrial enterprises. The research is based on a comprehensive literature synthesis and comparative analysis of structural, resource-based, dynamic capability, systemic, and ecosystem approaches. The findings reveal a clear transition from static, cost-oriented models toward multi-level, capability-driven and network-based frameworks. The study also highlights persistent methodological challenges, including indicator selection, measurement of intangible assets, and cross-level integration. To address these issues, the paper proposes an integrated conceptual architecture that combines micro-, meso-, and macro-level diagnostics. The results contribute to the theoretical advancement of competitiveness assessment and provide practical implications for policymakers and industrial managers seeking to enhance competitive performance in the digital economy. Overall, the research demonstrates that effective competitiveness evaluation in the modern era requires hybrid, dynamic, and system-oriented measurement frameworks capable of capturing both firm-level capabilities and ecosystem interactions.