scholarly journals Modern marketing in the business practice – the source of competitive advantage in the global market

2012 ◽  
Vol 50 (No. 12) ◽  
pp. 572-576
Author(s):  
E. Horská
Keyword(s):  
Competitive Advantage ◽  
Global Market ◽  
Business Practice ◽  
Competitive Advantages ◽  
Marketing Tactics ◽  
Marketing Activities ◽  
Food Market ◽  
Effective Use ◽  
Global Food

The goal of the paper is to identify opportunities following from the use of theory of modern marketing in the business practice in terms to reach competitiveness in the global food market. The paper analyses in details the competitive advantages related to individual marketing tools as well as using some up-to-date marketing tactics with the goal to attract a customer. In addition to the most effective use of marketing tools, we define the role of marketing in the global market space and distinguish the local, regional and global extend of marketing activities.

scholarly journals Sources, availability and uses of knowledge in enterprises in Bogotá, Colombia

2016 ◽  
Vol 12 (2) ◽  
pp. 733 ◽  
Author(s):  
Cesar Bernal-Torres ◽  
Ulf Thoene ◽  
José Giraldo
Keyword(s):  
Developing Countries ◽  
Knowledge Management ◽  
Competitive Advantage ◽  
Descriptive Study ◽  
Competitive Advantages ◽  
Economic Sectors ◽  
Effective Use ◽  
Sustainable Competitive Advantages ◽  
Use Of Knowledge

Purpose: The present article aims to analyse the main sources, availability, and uses of knowledge relating to enterprise performance in Bogotá, Colombia.Design/methodology/approach: This exploratory descriptive study used a survey of 919 executives and non-executives of 59 enterprises from different economic sectors in Bogotá. Information was gathered via a questionnaire elaborated by the researchers consisting of 11 closed multiple-choice questions.Findings: Results indicate that in the participant enterprises knowledge management activities do not have any emphasis either on the use of technologies or on activities relating to individuals’ behaviour as sources of competitive advantage, as occurs in North American enterprises (emphasising the intensive and effective use of technologies in their different activities), and in Japanese enterprises (emphasising the development of individuals’ potential as their competitive advantage).Research limitations/implications: It is an exploratory and descriptive study from which it is not pertinent to make generalisations of the previously described results about the whole group of enterprises in Bogotá motivating the development of new studies that allow the in-depth identification of the true role of knowledge management activities in enterprise performance.Practical implications: Contributes to the empirical knowledge of business reality and to the need for designing strategies allowing a better use of knowledge management to improve the competitive capacities of enterprises.Social implications: Contributes to the reflection on the importance of the essential differences providing sustainable competitive advantages to nations, organisations, and individuals over prolonged periods of time understanding knowledge as the strategic resource of contemporary society. Developing countries require best practices in the identification, transfer, spread, and use of knowledge management.Originality/value: Compares the theory on knowledge management with the empirical evidence of what really happens internally in enterprises in developing countries with respect to knowledge management activities as a competitive strategy.

scholarly journals Improvement of Marketing Communications of the Hotel Chain under the Conditions of Franchising Relations

2020 ◽  
Vol 9 (3) ◽  
pp. 3503-3507
Keyword(s):  
Current System ◽  
Communication Channels ◽  
Psychological Characteristics ◽  
Marketing Communications ◽  
Practical Significance ◽  
Competitive Advantages ◽  
Marketing Activities ◽  
Hotel Chains ◽  
Effective Use ◽  
Hotel Chain

The article deals with the issue of improving marketing communications in a hotel from the international hotel chain. The topic of the article in modern conditions is relevant and important in the development of effective marketing communications for many hotels that have opened in Russia recently. It is particularly relevant in connection with the fact that opened hotels representatives of international hotel chains operating in Russia on a franchise basis. The authors see the purpose of the article in formation of proposals to improve the current system of marketing communications. The authors analyzed the theoretical and methodological foundations of the formation of marketing communications in the organization; analyzed the existing system of marketing communications in the Hotel “ibis” in Nizhny Novgorod. The analysis devoted to the research of the theoretical and methodological foundations of the formation of marketing communications in the organization allowed us to conclude that marketing communications in the organization are a concept according to which the organization carefully thinks and coordinates the work of its many communication channels to develop a clear, consistent and convincing presentation about the organization and its goods (products, services). The main purpose of such communications is to demonstrate to contact groups the most important characteristics of the goods (services). The basis for the formation of an effective complex of marketing communications in the organization is segmentation, which allows obtaining the necessary information socio-economic and psychological characteristics of target audiences. The authors proposed the necessary list of communication activities, which does not violate the requirements of the franchise to the implementation of marketing activities. This confirms the practical significance of this article. The proposed measures will allow effective use of marketing tools for promoting the hotel. Companies will receive competitive advantages, attract more guests, and increase the economic efficiency of their activities with the proposed set of measures.

scholarly journals JAPAN: IS THERE A CHANCE TO INCREASE AGRICULTURAL COMPETITIVENESS? (analyzing statistics)

2020 ◽  
pp. 71-86
Author(s):  
Seda Markarian ◽  
Keyword(s):  
Labor Force ◽  
Agricultural Sector ◽  
Global Market ◽  
Current Situation ◽  
Agriculture Sector ◽  
Food Market ◽  
Hired Labor ◽  
Further Development ◽  
Global Food

Given the expanding needs of the global food market, it is not surprising that the Japanese are trying hard to make their agriculture sector competitive n the global market. The article discusses the current situation in agriculture and the potential for its further development, most of all, the situation with the cultivated area and labor force. The results of government measures taken to increase the efficiency of production, a change in its structure, and increase in the value of hired labor, changes in the forms of production participants themselves are shown: along with rural yards with small land allotments, sometimes various associations appear; in other words, the pattern of development of the agricultural sector is gradually changing. But to achieve this goal there are still many obstacles administrative economic, social.

CHARACTERISTICS OF ORGANIZING AND MANAGING SALES ACTIVITIES USING THE EXAMPLE OF “OOO LAMZUR”

2020 ◽  
Vol 10 (6) ◽  
pp. 1001-1015
Author(s):  
E.A. Leonenko ◽  
◽  
S.V. Kunev ◽  
N.N. Chindyaykina ◽  
◽  
...  
Keyword(s):  
Economic Activity ◽  
Visual Analysis ◽  
Distribution Channels ◽  
Enterprise Management ◽  
Competitive Advantages ◽  
New Methods ◽  
Confectionery Products ◽  
Marketing Activities ◽  
Further Development

In modern conditions, the further development of the market economy puts each subject of economic activity in very difficult conditions. For the survival and effective functioning of an organization, it is no longer enough to simply produce goods in the maximum possible volume, it is especially important to sell these goods. The significant role of sales activities in the enterprise management requires searching for new methods of improvement, one of which is the revision of existing and the development of new optimal distribution channels under conditions of environmental uncertainty. Currently, distribution channels for final products are a complex multi-structure system with active elements, operating in a dynamically developing market environment. Studies by economists show that the complexity (complexity) of this system is based not on the number of elements, but on the nature of the network structure (the complexity of the structure of the system and the interactions of its components). This article presents a visual analysis of the sales activities of one of the largest Russian confectionery manufacturers - “OOO Lamzur”. For this kind of enterprises, the organization of sales activities is very important in ensuring economic efficiency and achieving high competitive advantages. In the marketing activities of the investigated enterprise, a number of problem areas are identified that impede its development. In the process of analyzing sales activities, a number of shortcomings were noted, the key of which is the loss by the enterprise of such sales functions as establishing feedback with consumers. In the course of the study, the effectiveness of the marketing activities of “OOO Lamzur” was assessed based on the analysis of the dynamics of sales of confectionery products, as well as by interviewing customers.

scholarly journals Developing Competitive Advantage on the Example of Internationalized SMEs in the Food Sector of Greater Poland Region

2013 ◽  
Vol 4 (4) ◽  
pp. 45-57
Author(s):  
Agata Budzyńska
Keyword(s):  
Competitive Advantage ◽  
Food Processing ◽  
International Markets ◽  
Global Market ◽  
Time Range ◽  
Market Forces ◽  
Competitive Advantages ◽  
Food Sector ◽  
Global Village ◽  
Secondary Sources

Omnipresent globalization engulfs more and more areas of life, which is why one of the most important processes in today's economy is shaping the socalled global village. Both globalization and the consequent internationalization constitute some of the biggest challenges for Polish companies. In addition, the intensity of competitive businesses in the global market forces companies to seek competitive advantages and improve their abilities in the process. The article contains the results of empirical research conducted in the years 2010-2011 in Greater Poland as part of the project titled "Determinants of competitive advantage of Greater Poland's food processing companies in the international market." This paper also contains data from both theoretical and empirical evidence on building competitive advantage in international markets provided by the analyzed group of internationalized SMEs. The aim of this study is to identify the factors determining the formation of competitive advantage of food processing companies from Greater Poland, which in turn contributed to the internationalization of those businesses. Secondary sources were used in pursuing the goal - theoretical implications were based on studies of literature, and they were verified by surveys. In addition, the following methods were used: description, visualization and statistical techniques. The time range of the undertaken work covers the years 2008-2011.

scholarly journals Export competitiveness: Assessment through the Balassa index (the case of Armenia)

2018 ◽  
Author(s):  
Arpine Sargsyan
Keyword(s):  
International Trade ◽  
Comparative Advantage ◽  
Global Market ◽  
Practical Significance ◽  
Competitive Advantages ◽  
Goods And Services ◽  
Export Competitiveness ◽  
The Republic ◽  
Balassa Index

The competitiveness of domestic products at the regional or global market is one of the cornerstones of a country’s internationalcompetitiveness. In this regard, the assessment and analysis of the competitiveness of a country’s international trade becomes an important issue. Thus, development and diversification of the export potential of the country is viewed as one of the most important directions of the international trade policy of the given country. Therefore, another important task is the specialization of the country in the most efficient and competitive segments of the economy. The above-mentioned circumstances embody the fact, that the role of quantitative assessment of potential competitive advantages is important, as it allows determining to what extent certain factors influence on the formation of export capacity in the country. The main objective of the study is to determine the role of export competitiveness in the process of competitive advantages formation of a country. This study mainly focuses on quantitative analysis based on the calculation of Balassa index, determining the extent to which a country has a comparative advantage in producing and exporting certain goods. The study presents the example of the Republic of Armenia, the study covers the period between 2002- 2016. Based on the index calculation, it can be determined whether the country has "revealed" comparative advantage or not. The practical significance of the study lies in the fact that its main findings and conclusions arising from it can be used in assessing the export competitiveness of not only Armenia, but also for other countries or groups of countries.The outcomes and implication of the research can be used to improve the competitiveness of goods and services in the global market.

The study of personnel stimulation methods on the way to a new system of motivation

2019 ◽  
pp. 198-208
Author(s):  
Ju.V. Kharitonova
Keyword(s):  
Global Market ◽  
Work Activity ◽  
Effective Work ◽  
Economic Relations ◽  
Foreign Companies ◽  
Russian Economy ◽  
Stage Of Development ◽  
Effective Use ◽  
Intellectual Potential

The article is devoted to the study of methods of motivation and stimulation of personnel to work in the conditions of modern dynamic changes in the global market. The author noted that in the current unstable conditions of functioning of domestic enterprises, the system for ensuring their development acquires such features as the need and reliability of effective work of personnel. Personnel management of enterprises is impossible without understanding the essence, content and role of the labor incentive process, which has led to the relevance of its study, that is, conducting a comprehensive study of the needs, motives and incentives of a person, clarifying the classification of these categories, which contributes to a proper understanding of the categorical apparatus and ensuring effective staff motivation and incentives. At this stage of development, the Russian economy is experiencing instability and inability to fully meet the needs of the population in the workplace. There is a staff turnover that adversely affects the quality of work of staff who understand the precariousness of their position and therefore do not have sufficient incentive to fully benefit the company for which they work. To ensure the effective use of all the professional and intellectual potential of the worker, it is necessary to find new or time-tested mechanisms to stimulate his work activity. In the course of the study, the author reviewed the theoretical foundations of the methods of motivating and stimulating labor highlighted the features of the functioning of the domestic labor market. The experience of foreign companies in relation to non-standard methods of motivation and stimulation was also studied, on the basis of which reasonable directions for the formation of a system of motivation and incentives for labor in Russia at the present stage of development of economic relations were proposed.

Logistics and the Supply Chain

2016 ◽  
Author(s):  
Christine Rutherford ◽  
Christian Konig
Keyword(s):  
Supply Chain ◽  
Competitive Advantage ◽  
Supply And Demand ◽  
Global Market ◽  
Global Marketplace ◽  
Logistics Outsourcing ◽  
Chain Management ◽  
Supply Chain Logistics ◽  
Responsive Supply Chain

Critical to the success of any business is a supply chain capable of serving the end customer more effectively and more efficiently than the competition. Central to this premise is an understanding that in today’s global marketplace it is supply chains that compete, not individual firms. We explore the central role of logistics and the supply chain in gaining competitive advantage in a volatile global market by first defining the key principles of a market-responsive supply chain. Second, we discuss different supply chain strategies to improve the match between supply and demand, before dedicating two sections to the important subjects of logistics outsourcing and global sourcing. But first we begin by defining the supply chain, logistics and supply chain management.

scholarly journals DEVELOPMENT OF MARKETING COMPETITIVE STRATEGIES OF ENTERPRISES

2021 ◽  
Author(s):  
Mariia Bahorka ◽  
Iryna Kadyrus ◽  
Olga Kravets
Keyword(s):  
Competitive Advantage ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
Competitive Advantages ◽  
Competitive Strategies ◽  
Logical Scheme ◽  
Gradual Development ◽  
Marketing Activities ◽  
Marketing Analysis ◽  
Oriented Approach

The article substantiates the theoretical and methodological approaches to the choice of marketing competitive strategies of enterprises and presents areas for their improvement. The peculiarities of marketing strategies, their tasks and principles of formation are highlighted. The algorithm of formation of marketing strategy of the enterprise on the basis of the structural and logical scheme and an estimation of competitive positions of the enterprise is offered. On the basis of the conducted research the grouping of marketing competitive strategies on the level of influence on competitive advantages of the enterprise is carried out. It is established that when choosing a marketing strategy it is necessary to focus on the goals, the main features of the marketing strategy, such as: long-term orientation; based on the results of strategic marketing analysis; a certain subordination in the hierarchy of enterprise strategies; defined market orientation (in relation to consumers and competitors). It is highlighted that in the process of substantiation and development of marketing strategies, depending on the type of enterprise development, three interrelated tasks are solved: * development of a set of marketing activities; * adaptation of the enterprise to changes in the external environment; * ensuring the adequacy of the company's marketing policy to the changing needs of customers. Subject to the gradual development of marketing strategy, based on the proposed structural and logical scheme and assessment of the competitive position of the enterprise should take into account both its existing and potential customers and competitors. The company needs to constantly analyze competitors and develop competitive marketing strategies that will provide it with effective positioning in relation to competitors and provide the maximum possible competitive advantage. The competitor-oriented approach is based on the strategy and tactics of counteracting competitors. Within this approach, two ways to achieve competitive advantage can be used: cost leadership and a set of actions to degrade the quality of the competitive environment. The main method of achieving competitive advantage, which is used within the consumer-oriented approach, is product differentiation. The tool of differentiation is positioning, which is carried out primarily through a set of marketing communications and promotion strategies.

scholarly journals GENESIS OF ESSENCE OF ENTERPRISE COMPETITIVE ADVANTAGES

2020 ◽  
Vol 1(13) ◽  
pp. 113-118
Author(s):  
Kateryna Pugachevska ◽  
◽  
Mykola Gomba ◽  
Keyword(s):  
Competitive Advantage ◽  
Competitive Strategy ◽  
Theoretical Research ◽  
Entrepreneurial Activity ◽  
Competitive Advantages ◽  
Entry Barrier ◽  
Dominant Type ◽  
Stage Of Development ◽  
Enterprise Competitiveness

MPETITIVE ADVANTAGES The article determines, that the problems of competitive advantage formation will always be relevant for enterprises operating in a market economy. It has been established, that at this stage of development of the global economic system the ability to generate competitive advantages ensures the further development of enterprises in general. Therefore, the study of approaches to the formation of sustainable competitive advantages is of particular relevance for modern enterprises. It has been determined, that more in-depth consideration requires some aspects of competitive advantage formation in the enterprise, in particular, their identification, concretization of stages, mechanisms of formation and opportunities for development of competitive advantages in the changing competitive environment. The purpose of the article is theoretical research of the genesis of competitive advantages theory and identification of key features of the modern stage of its development. The article discusses and generalizes approaches to determining the competitive advantages of enterprises. The main characteristics and possibilities of ensuring the enterprise competitiveness have been highlighted. The content of the concept of "competitive advantage" has been disclosed. The factors of formation of enterprise competitive advantages in the conditions of changing external environment have been researched. The place and role of competitive advantages in the system of competitive relations have been determined. Causal relationships between the interconnected concepts "competitive advantage" and "competitiveness" have been established. The role of competitive advantages in ensuring the competitiveness of the enterprise has been shown, their essence has been revealed. The expediency of taking into account the competitive advantages of enterprises has been justified, taking into account the real conditions of their activity. There are five stages: “factor”, “cost”, “quality”, “adaptive” and “innovative” in the evolution of key sources of competitive advantage. Features of formation and use of competitive advantages of the trading enterprise have been given. It has been emphasized, that the peculiarity of entrepreneurial activity in trade is that there is essentially a "lower" entry barrier to the industry, which in practice means, that there is a real threat of new competitors. The degree of entry barrier into the industry is determined by a number of reasons: the dominant type of production organization, the level of industry cost, the level of product standardization, the level of diversification, the availability of distribution channels, the need for additional capital investments, the organization of an existing supply system. It has been established, that the enterprises need to develop Науковий вісник Мукачівського державного університету, 2020 118 their own unique abilities, which in combination with resources become the basis of the enterprise strategy and provide it with the formation of competitive advantages. It has been substantiated, that competitive advantage is possible through the implementation of a competitive strategy. The competitiveness of the enterprise characterizes its existence in the market, it allows to evaluate the current and future state, to select different variants of management decisions (alternatives), that ensure the transition from one state to another. New requirements for of competitive advantages formation by business entities are put forward above all by the current stage of development of the global economic space. Economic globalism and continuous internationalization of life are accompanied by the rapid development of the information market, the global knowledge market and the intensification of competition in all spheres of management. The priority is the formation of the most stable competitive advantages (higher level advantages), which provide competitiveness in the long run, using competitive advantages, strengthening the market position, increasing opportunities for strategic development of the enterprise in the future. Keywords: competitive advantages, competitive strategy, trade enterprise, competitiveness, consumer, marketing, value.

Sign in / Sign up

Export Citation Format

Share Document