The article is aimed at elaborating a conceptual model for the gradual transition of sanatorium-and-resort complex (SRC) enterprises to self-supporting principles of doing business, as well as proposals and practical recommendations as to the preparation of strategic tasks for their development. A sanatorium-and-resort institution as an enterprise that makes the transition to market conditions of management and must implement self-supporting mechanisms in the process of providing health improvement services is analyzed. The priority business tasks of sanatorium-and-resort enterprises are identified, their current business policy is characterized. Both the domestic and the foreign experience as to organization of the commercial component of recreational enterprises is analyzed. The reasons for the inhibition of business processes in domestic sanatorium-and-resort enterprises are identified, i.e.: shortcomings in the public sector of the SRC management, but, to a greater extent, the lack of readiness of the enterprises themselves to work in the market conditions (slow reorientation to «innovative thinking» and entrepreneurship, lack of business experience, shortcomings in information support, etc.). The structural model of formation of business strategy for the development of enterprises of sanatorium-and-resort complex is built up, which reflects the transition of the sanatorium-and-resort complex to a new economic model of management and contains such main blocks as innovative thinking, entrepreneurship, activation mechanisms, business organization. Recommendations on intensification of commercial activity in the research sphere have been elaborated and proposed.
Business Strategy and Firm Reorganization under Changing Market Conditions
