COMPETITIVE ADVANTAGES OF THE ENTERPRISE: CHARACTERISTICS AND THEIR EVALUATION ACCORDING TO THE PORTER MODEL
DOI:
https://doi.org/10.31891/mdes/2022-4-19Keywords:
competitive advantages, competitiveness, assessment, methods, competition, enterprise, Porter's five forces modelAbstract
The article examines the main views of scientists regarding the outlined issues according to the retrospective period, which made it possible to discover the meaning and importance of this term for enterprises of different forms of ownership and to highlight differences in the approaches of different authors, which is related to the understanding of the source of competitive advantage. It was found that the key approaches in the interpretation of competitive advantages are adaptive-innovative and value-competent, which are complemented by an integration approach that allows to diversify the sources of competitive advantages, which contributes to the formation of a system of competitive advantages of the enterprise and ensures its stable competitive position.
The transformation of the main constituent parts of the term "competitive advantages" is analyzed in detail, and theoretical approaches to determining the sources of the formation of competitive advantages are systematized. In addition, the work defines the criteria and signs that most reliably form the understanding of "competitive advantages" and the processes of economic activity related to them.
Taking into account the multifaceted nature and importance for the enterprise of such a complex category as competitive advantages, a timely and reliable assessment will make it possible to identify the main problems in the activity and maintain and strengthen its competitive position in the market. As it shows, the experience of the functioning of enterprises of various spheres of industries indicates that it is not enough to ensure the competitiveness of gaining a competitive advantage. After all, sustainable growth is ensured by a sustainable advantage, that is, the process of achieving and maintaining competitive advantages must be permanent.
The multifaceted nature of the competitive interaction of business entities determines a wide range of methods for assessing competitive advantages, and therefore there is a need to systematize them. The work carried out will reveal methods of analysis of a number of approaches to assessing the competitiveness of the enterprise. Today, many different methods are used to assess competitive advantages, however, the article presents a detailed description of one of the most effective and accurate methods for effective assessment of competitive advantages, namely, Porter's five forces model. The assessment of the company's competitive advantages according to the method of "Porter's five forces" considered in the work makes it possible to determine the comprehensive impact of external forces on competition.
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