The main determinants of green competitiveness

Abstract

Introduction. The development of the business sector is characterized by the tendency of many enterprises to promote environmentally friendly strategies; implement sustainable development goals; which will help solve global and local environmental problems; reduce anthropogenic pressure on the environment; save resources; form competitive development of the country and business sector as a whole.The purpose of the article is to study scientific approaches to determining the main factors and components of sustainable competitiveness; defining key goals (target groups) and determinants that will determine the subject basis of appropriate marketing strategies to ensure the green competitiveness of enterprises.Results. In order to form strategic guidelines for promoting green competitiveness; the article has systematized scientific approaches to its research; which include marketing; technology; innovation; communication; stakeholder; quality; level; financial and ethical areas.The authors have emphasized that the processes of providing environmentally friendly competitive advantages are largely determined by a set of appropriate determinants. The article proposes to create two groups of the relevant determinants; which will be determined by objective (external) and subjective (internal) components. The system of relevant factors is proposed to be classified according to managerial; financial; infrastructural; nanoeconomics; behavioral; production; innovation; and cultural and ethical criteria. The content of external and internal determinants is determined for each criterion separately.Prospects for further research. The study of the main determinants of green competitiveness will form a range of appropriate strategies for its promotion. It is advisable to use these components as key guidelines; primarily related to internal components.