BUSINESS INFORM JOURNAL.

УКР

ENG

Search:

REGISTRATION CERTIFICATE

KV #19905-9705 PR dated 02.04.2013.

FOUNDERS

RESEARCH CENTRE FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS (KHARKIV, UKRAINE)

According to the decision No. 802 of the National Council of Television and Radio Broadcasting of Ukraine dated 14.03.2024, is registered as a subject in the field of print media.
ID R30-03156

PUBLISHER

Liburkina L. M.

SITE SECTIONS

Formation of the Competitive Strategy of an Enterprise Based on the Customer-Oriented Approach
Spytska K. V., Grynko T. V., Hviniashvili T. Z.

Spytska, Kateryna V., Grynko, Tetiana V., and Hviniashvili, Tetiana Z. (2021) “Formation of the Competitive Strategy of an Enterprise Based on the Customer-Oriented Approach.” Business Inform 11:309–314.
https://doi.org/10.32983/2222-4459-2021-11-309-314

Section: Economics of Enterprise

Article is written in English
Downloads/views: 4

Download article (pdf) -

UDC 339.1

Abstract:
Issues related to customer-oriented strategy are of particular importance, as its development and implementation determines the conditions that meet the needs of consumers with the level and quality of service, as well as economic and social growth of the company as a whole. The article identifies the main provisions and the conception of modern customer-oriented approach of the organization, in which the system-forming factor is the process of interaction between consumer and producer, which will ensure the dominant development of service activities. Thus, research of customer orientation and its estimation characterizes actual aspects: quality of service, loyalty of consumers, and strategic priorities of competitiveness of the enterprises. The presence of any developed component of the company’s customer orientation (service, product quality, customer orientation) does not guarantee the company’s success, as a comprehensive approach is needed. This approach can be implemented by developing a project to increase the company’s customer focus, as the whole problem is fully covered. The foreign and domestic scientists and economists, who paid attention to the issue of customer-oriented management at the enterprise, among them: P. Gamble, M. Stone, N. Woodcock, P. Brown, F. Kotler, I. Mann, A. Rumyantseva, N. Ryabokon, A. Proncheva, A. Panfilov, M. Yakimenko and others, also characterized different approaches to determining customer orientation. They explored general issues such as the impact of customer focus on the competitive advantages of the organization, the concept of customer focus of the enterprise and the problems of its evaluation. The purpose of the article is the development of practical recommendations for the formation of competitive strategy of the enterprise taking into account the peculiarities of modern customer-oriented policy.

Keywords: competitive strategy, competitiveness, customer orientation, CRM-system, customer marketing.

Fig.: 4. Tabl.: 1. Bibl.: 21.

Spytska Kateryna V. – Student, Oles Honchar Dnipro National University (72 Nauky Ave., Dnіpro, 49010, Ukraine)
Email: [email protected]
Grynko Tetiana V. – Doctor of Sciences (Economics), Professor, Dean, Faculty of Economics, Oles Honchar Dnipro National University (72 Nauky Ave., Dnіpro, 49010, Ukraine)
Email: [email protected]
Hviniashvili Tetiana Z. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Economics, Entrepreneurship and Enterprise Management, Oles Honchar Dnipro National University (72 Nauky Ave., Dnіpro, 49010, Ukraine)
Email: [email protected]

List of references in article

Akhmedov, N. A., and Shirochenskaya, I. P. “Etapy provedeniya i strategii CRM-kampanii“ [Stages and Strategies of a CRM Campaign]. Marketing v Rossii i za rubezhom. 2003. https://www.marketing.spb.ru/lib-mm/tactics/crm_steps.htm
Hrynko, T., and Shybetska, M. “Metodychni pidkhody do vyboru stratehichnykh alternatyv rozvytku subiektiv pidpryiemnytstva“ [Methodical Approaches to the Choice of Strategic Alternatives for the Development of Business Entities]. Upravlinnia rozvytkom, no. 1-2 (2017): 94-101.
Zverev, S., and Nefedov, A. “Komanda kak instrument povysheniya klientoorientirovannosti sotrudnikov“ [The Team as a Tool for Increasing the Customer Focus of Employees]. Personal-Miks, no. 7-8 (2006): 20-21.
Zefirova, Yu. “Klientoorientirovannyy marketing“ [Customer-centric Marketing]. Almanakh «Laboratoriya reklamy, marketinga i Public Relations». http://www.advlab.ru/articles/article569.htm
Ketova, N. P. Otraslevoy marketing: strategii, funktsii, prioritety [Industry Marketing: Strategies, Functions, Priorities]. Moscow: Vuzovskaya kniga, 2014.
Kopchenkov, V. V. “Marketing, loyalnost na rynke b2b“ [Marketing, Loyalty in the b2b Market]. https://kopchenkov.ru/
Lamben, Zh.-Zh., Chumpitas, R., and Shuling, I. Menedzhment, orientirovannyy na rynok [Market Oriented Management]. St. Petersburg: Piter, 2017.
“«Lvy» i «lisy» rossiyskogo B2B-biznesa. Rossiyskiy podkhod k kliyentam: issledovaniya FOM i Microsoft“ ["Lions" and "Foxes" of the Russian B2B Business. Russian Approach to Clients: Research by FOM and Microsoft]. http://fom.ru/ekonomika/10241
Losev, S. V. “Printsipy postroyeniya kliyentooriyentirovannoy organizatsii“ [The Principles of Building a Customer-oriented Organization]. Menedzhment v Rossii i za rubezhom, no. 6 (2008): 127-138.
“Oriyentatsiya na potrebiteley. Menedzhment: strategiya i taktika“ [Consumer Orientation. Management: Strategy and Tactics]. http://www.manageweb.ru/study-636-1.html
Osenton, T. Novyye tekhnologii v marketinge: zolotoy klyuchik k loyalnosti potrebiteley [New Technologies in Marketing: The Golden Key to Customer Loyalty]. Moscow: Vilyams, 2003.
Pantina, A. A. “Vzglyad na kliyentooriyentirovannost kak na osnovu strategii sovremennoy organizatsii“ [A Look at Customer Focus as the Basis of the Strategy of a Modern Organization]. Menedzhment segodnya, no. 3 (2011): 140-144.
Patlakh, I. “Kliyentooriyentirovannost kak filosofiya biznesa“ [Customer Focus as a Business Philosophy]. Vash biznes. 2011. http://www.b17.ru/article/4283/
Prokofeva, O. “Kliyentooriyentirovannost i mify o ney“ [Customer Focus and Myths about It]. Entsiklopediya marketinga. 2020. http://www.marketing.spb.ru/lib-mm/tactics/client-centeredness_myths.htm
Demenenko, I. A., and Shavyrina, I. V. “Kliyentooriyentirovannost kak trend sotsialno-ekonomicheskogo razvitiya vuza“ [Customer Focus as a Trend in the Socio-economic Development of the University]. Aktualnyye problemy ekonomicheskogo razvitiya. Belgorod, 2016. 66-70.
Shoul, Dzh. Pervoklassnyy servis kak konkurentnoye preimushchestvo [First-class Service as a Competitive Advantage]. Moscow: Alpina Pablisher, 2015.
Customer Experience Matters. https://experiencematters.wordpress.com/
Askin, N., and Petriglieri, G. Tony Hsieh at Zappos: Structure, Culture and Radical Change. Cambridge, Mass.: Harvard Business Review Publishing, 2016.
Pattek, S., and Fenwick, N. “A Customer-Obsessed Operating Model Demands A Close Partnership with Your CIO. Marketing And Technology Drive Growth Together“. Forrester. April 12, 2016. https://www.forrester.com/report/A-CustomerObsessed-Operating-Model-Demands-A-Close-Partnership-With-Your-CIO/RES122402
Grynko, T., and Gviniashvili, T. “Organisational and economic mechanism of business entities' innovative development management“. Economic Annals-XXI, no. 165(5-6) (2017): 80-83. DOI: https://doi.org/10.21003/ea.V165-17
Kriss, P. “The Value of Customer Experience, Quantified“. Harvard Business Review, August 1, 2014. https://hbr.org/2014/08/the-value-of-customer-experience-quantified

FOR AUTHORS

License Contract

Conditions of Publication

Article Requirements

Regulations on Peer-Reviewing

Publication Contract

Current Issue

Frequently asked questions

INFORMATION

The Plan of Scientific Conferences

OUR PARTNERS

Journal «The Problems of Economy»

The site and its metadata are licensed under CC BY-SA.

Write to webmaster