COMPETITIVENESS OF BUSINESS MODELS OF AVIATION ENTERPRISES: INNOVATIVE ASPECT

Abstract

The paper is devoted to the principles of business modelling of aviation enterprises. The methodological bases of the formation of the business model of aviation enterprises are considered and generalized. It is established that the methodology is based on a general and special set of methods and principles of scientific knowledge that ensure its applicability, the method of systems thinking in particular. It is also found out that the innovative transformation of the existing business model of the aviation enterprise requires its revision according to the following main parameters: value proposition, customers and customer orientation, interaction with other stakeholders, the profitability of the model. Based on the systems approach, it is proposed to use feedback diagrams and causal loop diagrams as an effective method of displaying the relationship of the elements of a system (an aviation enterprise) and understanding of their dynamic complexity. Examples of successfully implemented airline business models to provide competitive advantages through innovative management approaches have been presented and described. A number of factors that influence the formation of the business model as a tool to ensure the competitiveness of the aviation enterprise in the air services market are also identified. It is also proved that it is important to adhere to the principle of internal coherence, which involves forecasting of possible changes and confrontations in the business environment in order to correct the innovative business model regardless of the chosen adaptation strategy. Based on the study of foreign experience of business modelling, the authors substantiate practical recommendations for the iterative implementation of innovative business models at aviation enterprises. Prospects for further research are the study of laws and patterns on which the methodological principles of business modelling of aviation enterprises are based.