ORGANIZATIONAL AND MANAGEMENT INNOVATIONS IN THE FIELD OF BUSINESS COMPETITIVENESS MANAGEMENT
DOI:
https://doi.org/10.31891/mdes/2024-11-33Keywords:
business, creative management, competitiveness, management, evaluation, innovation, organization, implementationAbstract
In the study, attention is updated to the problem of strengthening the competitive positions of business entities through the use of creative management tools. Therefore, the purpose of the study is to determine the justification of organizational and management innovations in the field of management of the competitiveness of a business entity. Prospective development directions have been identified as a result of the involvement of creative management tools in the implementation of the policy of strengthening the competitiveness of enterprises: the use of investment potential, the realization of marketing opportunities, the use of powerful financial and economic opportunities, the use of innovative potential. It is shown that organizational and management innovations in the field of strengthening the investment potential of the enterprise relate to the combination of large-scale investments in distribution networks and advertising with an active-aggressive marketing policy, the use of competitive advantages of products with active investments in leveling weaknesses, investments not so much in quantity as in quality marketing policy, basing competitive advantages on higher process efficiency. It was determined that innovations in the plan of using the marketing potential of business entities involve preserving and strengthening competitive positions due to highly effective marketing tools, in particular digital marketing, strengthening competitive positions due to the offer of a system of additional services. It is substantiated that innovative solutions in the field of financial and economic potential of business entities include corporate diversification, absorption and/or "demolition" of competitors in combination with powerful advertising campaigns of the international and national level, strengthening of competitive positions due to a large-scale and aggressive marketing and advertising campaign. It is argued that innovative actions in the field of scientific and technological development, aimed at strengthening the competitiveness of the business entity, provide for maintaining stability due to the rational diversification of marketing tools by brands and consumers, cooperation with more powerful and/or more promising competitors for joint positioning and product development , focusing on the tasks of market development, increasing its capacity.
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