The universal principles of Leonardo da Vinci’s competitive strategies and their adaptability to modern business in the context of digitalization

DOI: 10.33917/mic-2.127.2026.61-72

It has been established that Leonardo da Vinci’s competitive strategies have universal principles that can be adapted to modern business. His methods of creating unique products, such as the «sfumato» technique and an individual approach to customers, correspond to modern differentiation strategies. The approach to personal brand formation and artificial scarcity anticipates modern luxury marketing practices. Leonardo’s flexible pricing strategies contain elements relevant to the digital economy. And the combination of art, engineering, and science in his work serves as a model for modern multidisciplinary strategies.

As the conducted research has shown, the basic principles of Leonardo’s competitive strategies demonstrate amazing stability over time and can serve as a valuable guideline for modern companies. This is especially true for: companies in the creative industries (design, architecture, advertising); luxury segment enterprises; innovative start-ups; premium professional services.

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