HUMAN-CENTRISM IN THE CONTEXT OF ENHANCING THE COMPETITIVENESS OF MODERN ENTERPRISES AND BUSINESS SUCCESS

Abstract

The article explores the impact of the human-centered approach on the competitiveness of modern enterprises and business success in the context of global changes. The authors analyze the theoretical and practical aspects of business development, emphasizing the primacy of human activity as the foundation of socio-economic processes. Special attention is given to the historical preconditions of business issues in Ukraine, particularly its speculative nature, which contributed to the criminalization of the economy and corruption. At the same time, the positive experience of human-centered organizations is discussed, where individuals are seen as the source of innovation and efficiency. Based on the research of G. Hamel and M. Zakini, the principles of «developing» human-centeredness are outlined, which foster employee involvement in management and the unlocking of their potential. A concept of the «New Human-Centered Management Course» for Ukraine is proposed, aimed at improving the quality of life and the happiness level of citizens. The need for a shift towards systemic management focused on human-centered results is justified, which will contribute to sustainable development and business competitiveness. The authors highlight the connection between human-centeredness, economic development, and public administration, suggesting concrete steps for its implementation, including active employee participation in decision-making and the creation of conditions for creative self-realization. These measures, according to the authors, will help form a new management culture based on trust, cooperation, and innovation. The article makes a significant contribution to the theory and practice of human-centered management, offering a holistic approach to enhancing the competitiveness of enterprises and business success in modern conditions. The authors emphasize that human-centeredness is not only a management philosophy but also a strategic tool that can ensure long-term success for business and society as a whole. The article calls for a rethinking of traditional management approaches and a shift towards models that place humans at the center of all processes.