Bìznes Inform (Apr 2023)
A System Analysis of Approaches to Managing the Competitiveness of Products of Enterprises
Abstract
The article analyzes a set of approaches to organizing effective management of competitiveness of various types of products of enterprises, which are widely used in the practice of analysis of economic activity and strategic management. It is justified that management of competitiveness of products can be considered through the prism of basic approaches. First, comprehensive approach, which allows developing the necessary managerial decisions aimed at improving product efficiency, maintaining its quality and competitiveness. Second, reproduction-evolutionary approach, aimed at the constant reproduction of the production of goods with the lowest cost per unit of beneficial effect compared to the best analogue as result of evolutionary market transformations. Third, functional approach, which in practice is often used through a substantive approach to management, in which efforts are aimed at improving existing products, taking into account scientific and technological progress. Fourth, system approach, where management is considered the most effective, since it combines the activities of various functional divisions of the enterprise to create a competitive product. Fifth, innovative approach, according to which competitiveness management involves the introduction of scientific and technical advantages of new products at the enterprise. Sixth, the approach of affiliate marketing, marketing dialogue, which will attract consumers to create competitive products. It is worth noting that the major ones for the formation of a system for managing the competitiveness of enterprise products in the conditions of competition development is marketing approach in combination with the system and process approaches.
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