Entrepreneurial activity of the IT sector in the conditions of the COVID-19 pandemic and in the post-quarantine period

Despite the rapid growth rate, the IT sector of Ukraine is characterized by a weak competitive position due to work in the low-cost segment and growing competition from companies located in low-income countries; mainly outsourcing model of IT business development, which is determined by a low level of margins. This model of development of the IT sector of Ukraine is due, in particular, to the low efficiency of competitiveness management technologies used by IT companies. The latter actualizes the development of adequate mechanisms for managing the competitiveness of companies in the IT sector of Ukraine. The purpose of the paper is to develop the theory and procedural guidelines for the formation of assessment and forecasting of the level of competitiveness of companies in the IT sector. The works in the field of cognitive management, cognitive control, adaptive management, proactive management, competitiveness management are the theoretical-methodological basis of the paper. The assessment and forecasting of the state of the environment of 20 IT companies of Ukraine were carried out, the inertial scenario of their development was created, and forecasting of threats to sustainable operation of the companies was carried out. Comparison of the current and forecast level of competitiveness allowed to assess the stability of competitive positions of the companies, to identify the IT companies, for which it is advisable to develop proactive strategies aimed at reversing the negative trends, which are formed according to forecast data on the accepted competitiveness management strategy. It was demonstrated that the negative consequences of the “shock” of COVID-19 (in particular, 61 of the 68 largest companies in the IT sector (90 %) included in the S & P500 index are characterized by negative market value dynamics) lead to the need to consider adaptive strategy as a focus strategy.