ROLE OF COMMODITY POLICY IN ENSURING THE COMPTITIVENESS OF THE ENTERPRISE
Journal Title: Інноваційна економіка - Year 2017, Vol 69, Issue 5
Abstract
Purpose. Development the theoretical positions and practical recommendations for the definition category the "marketing commodity policy", studying different approaches to its formation and a substantiation of necessity the release of new production on the market to ensure competitiveness of domestic enterprises. Methodology of research. The theoretical and methodological basis of the research is the principles of modern economic theory, scientific works of domestic and foreign scientists on the role of commodity policies in ensuring competitiveness of enterprises. To achieve this purpose we used general scientific methods, such as grouping, comparing and theoretical generalization - for studying scientific works on the problems of formation commodity policy of the enterprise; induction and deduction - to determine the main prerequisites for optimum marketing commodity policy and studying new product classifications; abstract logical - for theoretical generalizations and formulation conclusions. Findings. In the article the economic essence category "marketing commodity policy" is determined. The basic levels of good in marketing are justified: for example, product on the plan, real product the execution and product of amplification. Directions forming the optimal commodity policy by applying diversification strategy and the strategy of concentration of industrial activity are characterized. The basic components of successful innovative activities in new product development are disclosed: for example, market potential, supply-side potential and innovative potential. Originality. Theoretical and methodological research on the definition category "marketing commodity policy" are generalized, the possibility of applying diversification strategy and the strategy of concentration of industrial activity in the functioning of domestic enterprises are clarified. Practical value. On the basis of generalization theoretical positions on the role of commodity policies in ensuring the competitiveness of enterprises practical recommendations for its formation to ensure the sustainability of the industrial enterprise are submitted.
Authors and Affiliations
Nataliia Sarai
Keywords
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