Маркетингова домінанта розвитку конкурентних переваг підприємства в умовах інформаційної економіки
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Файли
Дата
2017
Автори
Головчук, Ю.О.
Holovchuk, I.
Назва журналу
Номер ISSN
Назва тому
Видавець
Хмельницький національний університет
Анотація
Систематизовано напрями впливу інформатизації на стан і тенденції розвитку макросередовища економічної
діяльності. Проаналізовано еволюцію наукових поглядів на пріоритетність джерел формування конкурентних переваг.
Зазначено, що з переходом індустріальної економіки до інформаційної вирішального значення у формуванні підприємством
конкурентних переваг набуває маркетингова складова, яка забезпечує менеджмент комплексом знань про тенденції
розвитку споживчих потреб і способів створення споживчої цінності. Зроблено висновок, що і розвиток інноваційного
потенціалу підприємства повинен опиратися на маркетингове інформаційне забезпечення відповідних управлінських рішень.
The directions and the essence of the influence of informatization on the state and development trends of the macroenvironment of economic activity are systematized. The evolution of scientific views on the priority of sources of the formation of competitive advantages has been analyzed. It is noted that with the transition of the industrial economy to the information critical in the formation of the enterprise competitive advantages acquires a marketing component that provides management with a complex of knowledge about the trends of consumer needs and ways to create consumer value. Therefore, it is precisely from the results of marketing research that it is advisable to plan innovative changes that will shape the company's competitive advantages in resources, products and processes. On the basis of the analysis of modern concepts of competition, it was concluded that competitive competition is replaced by direct competition, when enterprises combine their resources and competencies for a joint business based on new knowledge. It is concluded that the development of innovative potential of an enterprise should also be based on marketing information provision of appropriate management decisions. Informatization of social and economic processes significantly changes the main emphasis in the formation of the enterprise competitive advantages. More and more businesses are in a situation where they can not keep their competitive positions for a long time due to the active actions of competitors that copy the best practices. In place of direct competition, competing competition comes when enterprises combine their resources and competencies for a joint business, based on knowledge of trends in the development of consumer needs and ways to create consumer value. This is confirmed by the fact that in the conditions of the information economy in the formation of the competitive advantages of economic entities the role of marketing function plays a key role - it is only by the results of marketing research it is advisable to plan innovation changes that will form competitive advantages in resources, products and processes. In view of this it can be assumed that the development of innovative potential of an enterprise should be based on the marketing information provision of appropriate management decisions, which is shaped by the application of marketing technologies that are adequate to competitive strategies. The development of relevant scientific and methodological recommendations will be devoted to the next stage of research.
The directions and the essence of the influence of informatization on the state and development trends of the macroenvironment of economic activity are systematized. The evolution of scientific views on the priority of sources of the formation of competitive advantages has been analyzed. It is noted that with the transition of the industrial economy to the information critical in the formation of the enterprise competitive advantages acquires a marketing component that provides management with a complex of knowledge about the trends of consumer needs and ways to create consumer value. Therefore, it is precisely from the results of marketing research that it is advisable to plan innovative changes that will shape the company's competitive advantages in resources, products and processes. On the basis of the analysis of modern concepts of competition, it was concluded that competitive competition is replaced by direct competition, when enterprises combine their resources and competencies for a joint business based on new knowledge. It is concluded that the development of innovative potential of an enterprise should also be based on marketing information provision of appropriate management decisions. Informatization of social and economic processes significantly changes the main emphasis in the formation of the enterprise competitive advantages. More and more businesses are in a situation where they can not keep their competitive positions for a long time due to the active actions of competitors that copy the best practices. In place of direct competition, competing competition comes when enterprises combine their resources and competencies for a joint business, based on knowledge of trends in the development of consumer needs and ways to create consumer value. This is confirmed by the fact that in the conditions of the information economy in the formation of the competitive advantages of economic entities the role of marketing function plays a key role - it is only by the results of marketing research it is advisable to plan innovation changes that will form competitive advantages in resources, products and processes. In view of this it can be assumed that the development of innovative potential of an enterprise should be based on the marketing information provision of appropriate management decisions, which is shaped by the application of marketing technologies that are adequate to competitive strategies. The development of relevant scientific and methodological recommendations will be devoted to the next stage of research.
Опис
Ключові слова
інформаційна економіка, конкурентні переваги, маркетинг, споживча цінність, підприємство, information economy, competitive advantages, marketing, consumer value, enterprise
Бібліографічний опис
Головчук Ю. О. Маркетингова домінанта розвитку конкурентних переваг підприємства в умовах інформаційної економіки / Ю. О. Головчук // Вісник Хмельницького національного університету. Економічні науки. – 2017. – № 3, т. 1. – С. 69-73.