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The article summarizes the arguments and counterarguments about the peculiarities of formation of competitive advantages on the services market in Ukraine on the example of consulting. Assessment of the development of consulting services market in Ukraine was conducted for ten years (2010; 2011; 2012; 2013; 2013; 2014; 2015; 2016; 2017; 2018; 2019, 2020). Methodology. The use of methods of analysis, synthesis and graphical representation allowed for a theoretical study of the formation of competitive advantages. The use of methods of economic, heuristic and strategic analysis became the basis for estimating the market of consulting services in Ukraine and working out practical recommendations for its development. Results. The author's understanding of the concept of "competitive advantages of the company", the factors of their formation and described the relationship of competitive strategies with the process of their formation. Analysis of the market of consulting services in Ukraine revealed its immaturity, exacerbated by the economic crisis, as well as the institutional vulnerability of consulting. The reasons of unstable demand for consulting services are described. According to the results of the expert assessment the Top 15 Ukrainian consulting companies (2020) out of 102 were determined. The leadership matrix of these companies is built depending on their role in the target market, taking into account the typology of competitive strategies of F. Kotler. The analysis showed the transformation of consulting in Ukraine under the influence of the COVID-19 pandemic and the broad interest in digital and HR consulting. Practical recommendations for the development of the market of consulting services in Ukraine are presented. Practical implications. It is proposed to include the following factors in the formation of the competitive advantages of the consulting company: the quality of services, competence of consultants and productivity of the company. The main competitive advantage is the competence of consultants, the level of which affects the quality of services, the results of the company and its customers. To strengthen the competitive advantage it is recommended to use the standard of consulting services in the activities of Ukrainian companies. Value/originality. The results of the study can be useful for any consulting company wishing to improve its competitiveness and expand the market for its services.
Yevtushenko et al. (Mon,) studied this question.