ПАНДЕМИЯ COVID-19, ИННОВАЦИИ И КОНКУРЕНТОСПОСОБНОСТЬ ПРЕДПРИ-ЯТИЙ СФЕРЫ УСЛУГ

Abstract

Nowadays, innovation is becoming increas-ingly important for both scientists and practi-tioners due to the significant increase in the level of global competition and the constant search for customers to maximize the bene-fits from their purchasing decisions. The sub-ject of the study is innovations in the service sector and their impact on the competitive-ness of an organization in the context of the COVID-19 pandemic. The aim of the study is to study the mandatory introduction of inno-vations to increase competitiveness in a pandemic. Research methods: information search, systematic approach and compari-son. More than 30 scientific works of foreign English-speaking scientists have been ana-lyzed. It was revealed that the introduction of innovations at service enterprises in a crisis allows: to try to keep existing customers in a changing environment; consider the intro-duction of innovations as creating competi-tive value for customers, including for attract-ing new customers. It is concluded that in times of severe market disruption, offerings and business models can become obsolete as a result of changes in customer behavior and competitors' service value creation models.