Abstract

The aim of the article. Competitiveness of enterprises is one of the most important categories of market economy and describes a possibility and efficiency of enterprise adaptation to the conditions of competitive environment. Complex problems of enterprises competitiveness are particularly important because of need to improve efficiency of domestic producers not only in domestic but also in international markets. That is why there is a need for a more sophisticated scientific and methodological approach to evaluation and diagnosis of the competitiveness of enterprises, based on consideration of dynamic characteristics and traits of competitiveness, as well as the possibility of predicting changes that occur in the interaction and integration of markets and businesses. The results of the analysis. Within existing approaches, competitiveness is seen as static integral assessment of enterprise, or from standpoint of possible conservation of this feature in the next reporting period. But for a more accurate assessment of competitiveness of this characteristic must be considered from standpoint of dynamic analysis and need to predict its trajectory changes. The aim of the article is selection and developing theoretical principles of diagnosis and evaluation of competitiveness of enterprises and their orientation on modeling of dynamic characteristics of competition. This is due to dynamics of internal and external factors that caused changes in the competitive environment due to its instability. Therefore, competitiveness factors may be considered in its dynamics as driven parameters control, which is aimed at formation, maintenance and development of competitive advantage. Competitiveness is a dynamic category, and it’s dynamic is mainly caused by external factors, many of which may be recognized as controlled parameters. One of these managed parameters may have considered impact of marketing innovations, such as the parameter that significantly changes the external and internal features of the competitiveness. Authors give a formula evaluate assess impact of marketing innovations to competitiveness of enterprises. In addition, authors propose graphic display of competitiveness management companies including dynamic changes over time. All items combined single principle according to which each of them provides a solution increase competitive advantage and adaptive features of a company and strengthen its position in foreign and domestic markets. Conclusions and directions of further researches. So within context of display dynamics it has sense to talk about competition as multidimensional, a coordination model in which main sources of competitive advantages include: effective positioning based on the combination of specific features to needs of customers within the chosen niche, innovative mobility support needed positive reputation and forming partnerships relations. The basis for further investigations of the development of improved forecasting of competitiveness and opportunity management in terms of interaction and integration companies.

Keywords: competition, competitiveness, diagnostics, management of competitiveness, competitive dynamics

Cite as: Kolomytseva A. & Golovan, L. (2013). Rating competitive dynamics under the influence of innovation. Marketing and Management of Innovations, 2, 168-174. https://doi.org/10.21272/mmi.2013.2-15

This work is licensed under a Creative Commons Attribution 4.0 International License

References

1. Azoev G.L. Konkurenciya: analiz, strategiya i praktika. – M. : Centr ekonomiki i marketinga, 1996. – 208 s.
2. Ansoff I. Novaya korporativnaya strategiya; per. s angl. / I. Ansoff, E.Dzh. Makdonnell. – SPb. : Piter Kom, 1999. – 416 s.
3. Balabanova L.V. Upravlenie konkurentosposobnostyu predpriyatiya na osnove marketinga / L.V. Balabanova, A.V. Krivenko. – Doneck : DonGUET im. M. Tugan-Baranovskogo, 2004. – 147 s.
4. Voronkova A.E. Strategicheskoe upravlenie konkurentosposobnym potencialom predpriyatiya: diagnostika i organizaciya: monografiya /A.E. Voronkova. – Lugansk : VNU, 2000. – 315 s.
5. Gorbatov V.M. Konkurentosposobnost i cikly razvitiya integrirovannyh struktur biznesa : monografiya / V.M. Gorbatov. – H.: ID <>, 2006. – 592 s.
6. Ivanov Yu.B. Konkurentosposobnost predpriyatiya: ocenka, diagnostika, strategiya : monografiya / Yu.B. Ivanov, A.N. Tishchenko, N.A. Drobitko, O.S. Abramova. – Harkov: Izd. HNEU, 2004. – 256 s.
7. Konkurentospromozhnist ekonomiki Ukrayini: mozhlivosti, perevagi, kompetenciyi : monografiya / M-vo osviti i nauki Ukrayini; O.B. Chernega; nauk. red. O.B. Chernega. – Doneck : Vid-vo <> (Donecke viddilennya), 2010. – 591 s.
8. Kotler F. Marketing menedzhment / F. Kotler; per. s angl. – SPb. : Piter, 2005. – 464 s.
9. Porter M. Konkurenciya; per. s angl. – M. : Izdatelskiy dom <>, 2005. – 608 s.
10. Ponomarenko V.S. Mehanizm upravleniya predpriyatiem: strategicheskiy aspekt / V.S. Ponomarenko. – Harkov : HGEU, 2002. – 252 s.
11. Teoretichni osnovi konkurentnoyi strategiyi pidpriiemstva : monografiya / Harkivskiy nacionalniy ekonomichniy universitet; za zag. red. d-ra ekon. nauk, profesora Yu.B. Ivanova, d-ra ekon. nauk, profesora O.M Tishchenka. – H. : VD <>, 2006. – 384 s.
12. Fathutdinov R.A. Upravlenie konkurentosposobnostyu organizacii / R.A. Fathutdinov. – M. : Market-DS, 2008. – 412 s.
13. Chernega O.B. Innovaciyna komponenta konkurentospromozhnosti ekonomiki Ukrayini / O.B. Chernega, V.S. Bilozubenko, I.S. Bondarenko. – Doneck, 2010. – 327 s.
14. Yudanov A.Yu. Konkurenciya: teoriya i praktika. – 2-e izd. / A.Yu. Yudanov. – M. : Gnom-Press, 1998. – 310 s.