A B S T R A C T

The purpose of the research – the aim of this study is to explore the theoretical and methodological foundations of managing competitive behavior in the context of airline companies, to analyze the mechanism for the formation of competitive activity, and to propose recommendations aimed at achieving competitive advantages within the framework of strategic management.

The methodology of the research – the study employs methods such as systematic analysis, comparative approach, empirical observation, graphical analysis, and functional evaluation.

The practical importance of the research – the research findings are significant for providing recommendations that can be used to effectively manage competitive behavior in companies, strengthen their market position, and support strategic decision-making processes.

The results of the research – the study demonstrates that a 1% increase in competitive activity results in approximately a 0.25–0.30% increase in market share. Managing this process is of critical importance for ensuring the financial stability and long-term development of a company.

The originality and scientific novelty of the research – for the first time, competitive behavior is analyzed within the comprehensive framework of the “enterprise–external environment” system. The scientific novelty lies in examining competitive behavior not only as internal market rivalry, but also in the context of attracting innovation resources, optimizing strategic planning, and systematically assessing competitive activity.

Keywords: competitive behavior, strategic management, competitive activity, competitive advantage, competitiveness, financial stability.

http://doi.org/10.59610/bbu2.2025.2.5