Экономика региона (Sep 2011)
The vulnerability and resilience of the company in modern economic space
Abstract
Modern economic space is characterized by a multitude of emergencies, unusual situations, and interference to the development of business. In these conditions, competitive immunity of the company cannot always stay on the same level - a strategic essential characteristic of the company, revealing not only the company's ability to compete in the market of business entities, but also the company's ability to withstand the potential risks from external and internal shocks (in case of crisis, natural disasters, accidents and other emergencies) and the company's ability to recover from disruptive events due to the presence of internal, sometimes not popular and not involved resources and assets. Among the possible approaches to monitoring of company's competitive immunity is a significant reduction in its assessment of vulnerability and enhancement of resilience. Reducing vulnerability and increasing resilience of the company in a competitive environment is a highly difficult strategic challenge, requiring maximum inclusion of intellectual capital and other intangible assets. The fact that for the long-term survival and growth of the company it is needed to understand how to anticipate market changes and, accordingly, adapt to those. Without strategic thinking it is hardly possible to speak about the viability of the company in today's competitive economy. In this connection, there is such a phenomenon emerging as an economic (competitive) intelligence, which is broadly and more actively being positioned in today's marketing environment. Competitive intelligence is considered in this paper as a special tool for market research, aimed at formulating and implementing a proactive strategy, where the fragments of events in the marketing environment are put together - that allows identifying strategic risks and opportunities.
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