THE FORMATION OF THE ENTERPRISE'S CORPORATE STRATEGY IN THE CONTEXT OF GLOBALIZATION
Journal Title: Економіка розвитку - Year 2012, Vol 64, Issue 4
Abstract
In the context of globalization it is required to search efficient production and logistics solutions that are able to take into account the complexity of configuration of supply chains, geographic level of business transactions, multidimensionality and integration of material flows. The enterprise’s strategy must meet current market requirements and ensure success of the enterprise in the future. The formation of any strategy requires taking into account not only changes in the environment such as the expansion of products’ range, new technologies and products, increasing blurring of boundaries between industries, increased competition, development of network structures, but also providing new opportunities such as: markets for entrance, the capacity of each consumer’s market, new products, the definition of promotion and distribution programs, the sequence for market entrance.It is necessary to clarify the question concerning phases of development that the enterprise must go through in the globalization, namely: nation-wide development; growth of export; overseas production; internationalization and globalization of the enterprise. To be efficiently implemented, the strategy must be supported by the institutional structure, modern management system and flexible organizational culture. The global market is the goal of many organizations that take care of the survival, that is why they have to search new management methods and new forms of organization activities. Therefore, economic agents should carefully monitor the development of the market, engineering, technology and anticipate the behavior of customers and competitors. This means that the competitiveness of each enterprise depends on the ability to generate new products quickly and sell them on the global market.
Authors and Affiliations
Yana Kononenko
Keywords
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