Розвиток теорії конкурентних переваг

Abstract

Розглянуто становлення і розвиток теорії конкурентних переваг як результат еволюції наукових теорій і концепцій. Виділено чотири етапи процесу формування методологічного базису загальної теорії конкурентних переваг залежно від вкладу кожної з них у створення теоретикометодологічних аспектів, рівня синтезу, системності, комплексності, предмета дослідження і перспектив подальшого розвитку теорії конкурентних переваг на прикладному рівні.

Role of the evaluation of the assortment policy effectiveness in shaping competitive advantages of enterprises is characterized. The paramount importance of using the criterion "consumer value" is emphasized. The necessity to improve methodological tools for these purposes is argued. A cost-based approach is proposed to assess effectiveness of the assortment policy along with the target one. Description of the assortment policy effectiveness is given on the basis of the offered criterion as correlation of benefits and expenses of consumers. The indicators for estimating consumer preferences and costs are selected with the account of the specifics and functional purpose of household appliances. The preferences in are grouped two areas: product characteristics and conditions of purchase. The characteristics of the product are supplemented with the indicators of basic functions and economy, and terms of the acquisition – the availability of loyalty programs. The indexes of consumers' expenses are selected. The technique of efficiency calculation is presented. The assortment policy effectiveness for retailers of the household appliances based on the criterion of consumer value is evaluated. The proposed methodical approach is applied based on the results of a consumer survey. Based on the proposed methodology, the efficiency of the assortment policy is calculated on the basis of the consumer value criterion. The conclusions about its insufficient efficiency are made by the result. The problem areas of the assortment policy of trade enterprises are identified to determine the measures to improve it. The efficiency of the assortment policy of each enterprise in comparison with the limiting value is evaluated. The position of each enterprise in the competitive group is determined.