ANALYSIS OF UKRAINE'S COMPETITIVE POSITIONS IN THE GLOBAL IT OUTSOURCING MARKET

Abstract

The article provides an analysis of the dynamics, significant challenges, and strategic priorities of the Ukrainian IT outsourcing sector within the context of worldwide competition and national crises. The aim is to identify factors shaping Ukraine’s competitive advantages, analyze the impact of war and economic fluctuations on the sector, and substantiate priorities for sustainability, innovation, and modernization. The contribution lies in synthesizing statistical data, indices, and reports, which revealed interdependence between macroeconomic conditions, human capital, institutional support, and business flexibility. Emphasis is placed on IT service exports in 2016–2024, the industry’s role in stabilizing the economy during crises, and mechanisms enabling firms to operate under war, energy shocks, and uncertainty. The novelty is defining resilience as a new competitive advantage of Ukrainian outsourcing. Unlike many Eastern European and Asian rivals, Ukrainian companies have gained unique experience in sustaining operations under extreme conditions. This shaped continuity protocols, stimulated diversification, and enhanced international trust. At the same time, the imbalance between skilled human capital and limited institutional and financial support creates opportunities and constraints for ecosystem development. Practical significance lies in applying results to policy, corporate strategies, and cooperation. The framework includes five priorities: human capital preservation, infrastructure and digital security, market diversification, innovation and investment, branding and partnerships. Their implementation will sustain outsourcing and shift it from subcontracting to providing integrated, high-value-added solutions. Conclusions confirm that Ukraine retains strong global market positions despite war and competition. Human capital, cost advantages, expertise, flexibility, and institutional support are emphasized as resilience drivers. Further integration into technological chains, ecosystem development, and reputation building remain crucial. The industry continues to be a major contributor to the national economy and can consolidate leadership in Eastern Europe through consistent strategic measures.