Класифікація конкурентних переваг підприємств роздрібної торгівлі

Abstract

Досліджено наукові підходи до класифікації конкурентних переваг. Виділено два напрями можливої класифікації: перший – залежно від змістового наповнення типології конкурентних переваг; другий – з урахуванням специфічних особливостей роздрібної торгівлі. Перший напрям доповнено такими ознаками: активні стадії життєвого циклу, ступінь ризику, темп змін. За другим напрямом виділено ознаки класифікації конкурентних переваг підприємств ритейлу, що відображають специфіку роздрібної торгівлі.

Managing competitive advantages at all stages of their lifecycle should be based on the specific classification that would fully satisfy the demands of this process. Scientists strive to give practitioners a "universal" classification of competitive advantages, which is often accompanied by ignoring the specifics of a particular branch of economy, the type of activity or business processes of enterprises. It results in the lack of systemicity and integrity in the study of this category. This complicates the processes of formation, evaluation, implementation and development of competitive advantages by retailers. The shedy of essential characteristics and properties of competitive advantages revealed their multifaceted nature, multidimensional manifestation and heterogeneity. They differ in their nature, sources of formation, duration of action, sphere of manifestation and other characteristics that requires their grouping. The research of the existing approaches of foreign and domestic scientists to the classification of competitive advantages allowed to distinguish two of its directions. The first characterizes the content of the typology of competitive advantages. The second takes into account the specific features of retail trade. The first direction of classification we supplemented with the following features: active stages of the life cycle; degree of risk; the pace of change. In the second direction, the signs of classification of the competitive advantages of retailers reflecting the specifics of retail trade are highlighted. They include the object of the proposal by the elements of entrepreneurial activity of business entities; organizational form of trade; trading format; type of competition; the degree of competition development depending on market coverage; orientation to the level of the price segment; directional; commodity specialization depending on the type of trading service. The proposed classification contributes to the systematic vision of the competitive advantages of retailers.