АДАПТИВНІСТЬ — ПЕРЕДУМОВА РОЗВИТКУ ПІДПРИЄМСТВА У НЕСТАБІЛЬНОМУ СЕРЕДОВИЩІ
Journal Title: Економіка і управління - Year 2016, Vol 3, Issue 71
Abstract
The article is aimed to research scientific and theoretical aspects of adaptability enterprises as determinants of development. The features of adaptability of enterprises depending on the marketing potential, the nature and intensity of the external environment. Enterprise Adaptability is considered as the original author of two components: the marketing potential and environmental changes. Under adaptability means «presence in the enterprise marketing potential sufficient to provide an adequate response to the opportunities, challenges and threats to the environment and to implement successful adaptation.» The role of marketing factors in ensuring adaptation is considered at three levels (tactical, product-market/competitive and strategic), which together form a «pyramid of» enterprise. The issue of adaptability of enterprises decided on three levels - strategic, functional and instrumental. At the strategic level adaptive control key task of management is to ensure compliance with the marketing potential of the company to external conditions and selecting optimum adaptation strategy. In the focus of management on a functional level are issues related to the efficient management of resources, key competencies, improving business model and restructuring of internal business processes, including based on the use of advanced information systems and technologies. In turn, the instrumental level enterprise adaptability is ensured by tracking changes in the environment and the immediate response to these changes. A set of adaptation strategies for certain categories (clusters) companies. As an analytical tool rationale adaptation strategies proposed matrix «marketing potential/The strength and intensity of environmental changes.» Depending on how the potential of owning the company and how variable is the environment, the company distributed a relatively homogeneous clusters (groups). For each of them offers individual adaptation measures.
Authors and Affiliations
В. Л. Деревльов
Keywords
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