THE ESSENCE AND ASSESSMENT METHODS OF MANAGING THE COMPETITIVENESS OF CONSTRUCTION PRODUCTS

Abstract

Ensuring the competitiveness of construction products is critical in a rapidly evolving market economy. However, many companies face a knowledge gap in effectively assessing and managing competitiveness due to the multifactorial nature of construction products, which include quality, price, and compliance with standards. This study reviews theoretical perspectives and practical models—such as the Rosenberg and Grebneva models—and identifies key internal and external factors influencing competitiveness. The methodology includes comparative analysis and expert evaluation of pricing, quality indicators, and market positioning. Findings highlight the importance of comprehensive competitiveness management, integrating marketing strategies, innovation, and consumer needs. Results demonstrate that adopting multidimensional evaluation tools significantly enhances product positioning and market penetration. The study implies that a structured assessment framework is essential for strategic planning and sustainable development in the construction sector.