Етимологія та еволюціонування конкурентної стратегії
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Файли
Дата
2018
Автори
Гавенко, М.С.
Gavenko, М.
Назва журналу
Номер ISSN
Назва тому
Видавець
Хмельницький національний університет
Анотація
У статті представлена етимологія та досліджено еволюційний поступ і трансформацію теорії конкурентних
стратегій. Проаналізовано та систематизовано наукові підходи до становлення і розвитку категорії «конкурентна стратегія».
Запропоновано поєднання традиційного та сучасного підходів до поняття «конкурентна стратегія». Виявлено, що
конкурентна стратегія розробляється для одного виду діяльності організації, спрямована на виявлення та використання
конкурентних переваг, зміцнення конкурентної позиції організації.
The article presents etymology and investigates the evolutionary progress and the transformation of the theory of competitive strategies. The scientific approaches to the formation and development of the category "competitive strategy" are analyzed and systematized. The combination of traditional and modern approaches to the concept of competitive strategy is proposed. As a result of the analysis of scientific approaches, a comparative table of the concept of competitive strategy has been formed according to traditional and modern approaches. It was found that evolutionary changes in the theory of competitive strategies were conditioned by objective factors, first of all, features of the historical period of development of countries and the opportunity to obtain advantages in foreign trade. It is revealed that a competitive strategy is developed for one type of activity of the organization, aimed at identifying and using competitive advantages, strengthening the competitive position of the organization. At the same time, we agree with the scientists about the expediency of forming a competitive strategy, taking into account planning and elements of improvisation. A competitive strategy should be flexible, but excessive attention to flexibility and creativi ty can hinder the company's ability to adhere to a precise and single vector. In the second part of the discussion, we consider it necessary to adopt a resource and market approach. For example, it is impractical to consider the main resources and capabilities of an enterprise without taking into account the features of a promising market. On the other hand, the company should not enter the market without taking into account the resources needed to succeed in this market. Therefore, further research in the field of competitive strategy development will serve as an in-depth case study of market and competitive strategies of transnational corporations, as well as a continuation of the analysis of the existing theoretical framework and practical realities.
The article presents etymology and investigates the evolutionary progress and the transformation of the theory of competitive strategies. The scientific approaches to the formation and development of the category "competitive strategy" are analyzed and systematized. The combination of traditional and modern approaches to the concept of competitive strategy is proposed. As a result of the analysis of scientific approaches, a comparative table of the concept of competitive strategy has been formed according to traditional and modern approaches. It was found that evolutionary changes in the theory of competitive strategies were conditioned by objective factors, first of all, features of the historical period of development of countries and the opportunity to obtain advantages in foreign trade. It is revealed that a competitive strategy is developed for one type of activity of the organization, aimed at identifying and using competitive advantages, strengthening the competitive position of the organization. At the same time, we agree with the scientists about the expediency of forming a competitive strategy, taking into account planning and elements of improvisation. A competitive strategy should be flexible, but excessive attention to flexibility and creativi ty can hinder the company's ability to adhere to a precise and single vector. In the second part of the discussion, we consider it necessary to adopt a resource and market approach. For example, it is impractical to consider the main resources and capabilities of an enterprise without taking into account the features of a promising market. On the other hand, the company should not enter the market without taking into account the resources needed to succeed in this market. Therefore, further research in the field of competitive strategy development will serve as an in-depth case study of market and competitive strategies of transnational corporations, as well as a continuation of the analysis of the existing theoretical framework and practical realities.
Опис
Ключові слова
підприємство, конкурентна стратегія, конкурентна перевага, конкурентоспроможність, enterprise, competitive strategy, competitive advantage, competitiveness
Бібліографічний опис
Гавенко, М.С. Етимологія та еволюціонування конкурентної стратегії [Текст] / М. С. Гавенко // Вісник Хмельницького національного університету. Економічні науки. – 2018. – № 5, т. 2. – С. 48-53.