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Transformation of the key directions for increase in competitiveness of the sales entrepreneurial segment
Kozlova Natalya

PhD in Economics

Post-graduate student, the department of Trade and Customs Affairs, St. Petersburg State University of Economics

191023, Russia, g. Saint Petersburg, ul. Sadovaya, 21

bogdanovart@rambler.ru
Popkov Valerii Pavlovich

Doctor of Economics

Professor, the department of Trade and Customs Affairs, St. Petersburg State University of Economics

191023, Russia, g. Saint Petersburg, ul. Prilukskaya, 3, of. 111

dept.kkdip@engec.ru

Abstract.

The object of this research is the sales entrepreneurial segment (SES) with network type of organization. The subject is the ways of improving the level of competitiveness of the SES. There is a downward trend in efficiency of the development strategy due to extensive growth through absorption and expansion onto regional markets (priority management of material resources). A hypothesis is offered on the strengthening of the role of intangible components as an element that allows increasing the competitiveness of the SES. Scientific literature and practice show lack of information on the interdependence of competitiveness and complex factors such as entrepreneurial talent, corporate culture, consumer preferences, etc.. The authors present grouping of intangible values by effects (dynamic, static) and impact of the intangible capital upon competitiveness of the SES in accordance with set key directions for increasing competitiveness, such as addition of locations, expansion onto regional markets (extensive development) and promotion of the trademark, image, personnel, marketing and innovation (intensive development). A conclusion is made that there is failure of strategic development of SES by absorption effect and extensive development, caused by a shift of priorities from the generally accepted and standard ways of increasing the level of competitiveness of the SES through efficient management of tangible resources towards management of the intangible resources.

Keywords: not material resources, scale economies, intensive development, extensive development, trading entrepreneur structures, marketing, staff, innovation, reputation, competitiveness

DOI:

10.25136/2409-8647.2018.3.18377

Article was received:

22-03-2016


Review date:

26-03-2016


Publish date:

28-09-2018


This article written in Russian. You can find full text of article in Russian here .

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