Increasing the competitiveness of IT enterprises in the context of transformational changes: the impact of entering international markets

Abstract

The purpose of the article is to identify the main factors that influence the increase in the competitiveness of IT enterprises and the formation of their security potential in the context of transformational changes, as well as to analyze the features of entering international markets. The article highlights the urgent issue of increasing the competitiveness of IT enterprises in the context of dynamic transformational changes taking place in the digital sphere and the global economy as a whole. Particular attention is paid to the role of security potential, which is becoming one of the key factors of success in the context of constant technological development and global competition. After all, the ability to protect data, guarantee operational stability and meet the requirements of international security standards is a decisive advantage for an IT enterprise that seeks to enter new markets and strengthen the trust of potential consumers. Specific aspects of the implementation of innovations, the development of cybersecurity, the formation of global marketing and brand management strategies are considered. It is shown that the interaction of these components directly affects the competitiveness of an IT company, as it allows for more efficient use of resources, faster adaptation to environmental challenges and adherence to high standards in the field of information security. In addition, the paper analyzes statistical indicators that confirm the steady growth in the number of operating IT companies and the activation of their presence in international markets in recent years. Considerable attention is also paid to assessing the impact of the COVID-19 pandemic, which began in 2020, and the full-scale invasion of 2022, which significantly affected the state of the business environment. These events pushed IT companies to further develop remote work tools, cloud solutions and secure methods of information exchange. In conclusion, the materials of the article help to realize the importance of careful planning, a systematic approach and the formation of security potential as a foundation for sustainable international development and increasing the competitiveness of IT enterprises.